Srikumar and Bhasker Personal care and grooming(PCG) Dental care(DC) Hair care(HC) TB Toothpastes DCo Dental care others Toothbrushes Shampoos and conditioners Figure 1 Product taxonomy for personal care and grooming category p takes on the value of count of rule mining" are now discussed. The purchases. A better understanding of this parameters used in association rule notation can be derived with the help of mining viz minimum support and the sample customer database presented minimum confidence are denoted as nonsupport and minconf respectively. In The campaign size used for target this paper, a default minimum support denoted as s alue has been used as frequent 1-itenl the targo target product, Ttp. The customer database(CustomerDB)is split default minimum confidence value is hosen as 50 per cent, although the eferred to as Train DB and TestDB choice can be made flexibly respectivel The maximum number of rules that is SimU. Total number of similar users identified in the collaborative filtering Max Rules. In this paper, the default process is denoted as SimU value of maxRules are sct as 100.000 Collab UserDB. The similar This is done to reduce the performance collaborative users identified in the bottleneck of the The system collaborative filtering step is denoted as however, can be experimented with Collab UserDB and consists of a set of various other values collaborative users for the target he rules are scored in this approach custoner. That is, it is of the form <Ci, as the product of support and confidence Ci> where= 1 to SimU and CiCi. of the rule, that is score SimMetric. The similarity metrics used confidence. Lin'" has utilised this method by the system is denoted as SimMetric. of scoring in the literature. In this paper, cosine similarity metric S N. The total number of products that has been utilised for experimentation needs to be generated The notations spccific to association recoendation is denoted as N. In this 4 Jounal of Targeting, Measurement and Analysis for Marketing Vol. 13, 1. 61-69 0 Henry Stewart Publications 0967-3237(2004) Reproduced with permission of the copyright owner. Further reproduction prohibited without permissionReproduced with permission of the copyright owner. Further reproduction prohibited without permission