A framework for visualizing association mining results

Official URL: http://www.springerlink.com/content/3675772w20313h1m/?p=3c92b99108154426b2b32864c1799f54&pi=0

Association mining is one of the most used data mining tech- niques due to interpretable and actionable results. In this study we pro- pose a framework to visualize the association mining results, specifically frequent itemsets and association rules, as graphs. We demonstrate the applicability and usefulness of our approach through a Market Basket Analysis (MBA) case study where we visually explore the data mining results for a supermarket data set. In this case study we derive several interesting insights regarding the relationships among the items and sug- gest how they can be used as basis for decision making in retailing.