WAR: Weighted association rules for item intensities

In this paper, we extend the traditional association rule problem by allowing a weight to be associated with each item in a transaction to reflect the interest/intensity of each item within the transaction. In turn, this provides us with an opportunity to associate a weight parameter with each item in a resulting association rule; we call them weighted association rules (WAR). One example of such a rule might be 80% of people buying more than three bottles of soda will also be likely to buy more than four packages of snack food, while a conventional association rule might just be 60% of people buying soda will be also be likely to buy snack food. Thus WARs cannot only improve the confidence of the rules, but also provide a mechanism to do more effective target marketing by identifying or segmenting customers based on their potential degree of loyalty or volume of purchases. Our approach mines WARs by first ignoring the weight and finding the frequent itemsets (via a traditional frequent itemset discovery algorithm), followed by introducing the weight during the rule generation. Specifically, the rule generation is achieved by partitioning the weight domain space of each frequent itemset into fine grids, and the identifying the popular regions within the domain space to derive WARs. This approach does not only support the batch mode mining, i.e., finding WARs for the dataset, but also supports the interactive mode, i.e., finding and refining WARs for a given (set) of frequent itemset(s).