Association rules
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Question
What does association rule learning find?
Answer
Items that **occur together**, written {A} → {B}. Unsupervised — nothing is being predicted.
Question
Support, confidence, lift — what is each?
Answer
**Support** = both ÷ all baskets. **Confidence** = both ÷ baskets with A. **Lift** = confidence ÷ how often B occurs anyway.
Question
What does lift tell you?
Answer
**>1** occur together more than chance (real) · **=1** independent · **<1** less than chance. It is what separates a finding from a popular item.
Question
Why is confidence alone misleading?
Answer
It rewards whatever is **popular**. 80% confidence is worthless if the consequent appears in 90% of baskets anyway — lift would be 0.89.
Question
Is {A} → {B} the same as {B} → {A}?
Answer
**No.** Support is identical, but **confidence differs** — everyone buying caviar buys bread; almost nobody buying bread buys caviar.
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