A data set was collected on web browsing history of 1000 individuals. Using XLMi

Question

A data set was collected on web browsing history of 1000 individuals. Using XLMiner, the top association rule was found and the following information is available about this rule:

Confidence %

   Antecedent (A)

Consequent (C)

Support for A

Support for C

Support for A & C

Lift Ratio

Facebook & Twitter

You Tube

867

1825

820

Refer to Exhibit 4-5. This top association rule is

If {You Tube} then {Facebook & Twitter }

{Facebook & Twitter} and {You Tube}

{Facebook & Twitter} or {You Tube}

If {Facebook & Twitter} then {You Tube}

1 points   

QUESTION 19

Refer to Exhibit 4-5. The confidence of the rule is

94.58%

100%

95.00%

90.24%

1 points   

QUESTION 20

Refer to Exhibit 4-5. Assuming that the total number of transactions is 20,000, the lift ratio of the rule is

1.036

9.46

10.36

0.945

Confidence %

   Antecedent (A)

Consequent (C)

Support for A

Support for C

Support for A & C

Lift Ratio

Facebook & Twitter

You Tube

867

1825

820

Explanation / Answer

The correct rule is

If {Facebook & Twitter} then {You Tube

Confidence measures what percentage of baskets that contain the product on the left hand side also contain the product on the right hand side.

so we get 820/867 as confidence which is 94.5%

820/867 = 94.5%

Lift measures how much more frequently the product on the left hand side is found with the product on the right hand side than without the product on the right hand side.

(820/20000)/((867/20000)*(1825/20000)) = 10.36

Hope this helps !!

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