Many mathematical algorithms that we use in data science and machine learning require numeric data. And many algorithms tend to be very complex to implement (such as Support Vector Machines or Local Linear Embedding, which we previously discussed). But, association rule mining is perfect for categorical (non-numeric) data and it involves nothing more than simple counting! What we have here is a simple algorithm with not so simplistic results! The ratio of actionable insights discovery potential (high) to algorithm complexity (low) is quite large and atypical, IMHO.

Association Rules is one of the very important concepts of machine learning being used in market basket analysis. This course covers the working Principle of Association Mining and its various concepts like Support, Confidence, and Life in a very simplified manner. All of these algorithms has been explained by taking working examples. Parteek Bhatia is Professor in the Department of Computer Science and Engineering and Former Associate Dean of Student Affairs at Thapar Institute of Engineering and Technology, Patiala. At present he is on sabbatical at Tel Aviv University, Israel and acting as Visiting Professor at LAMBDA Lab, TAU.

The success of knowledge discovery in real-world domains often depends on our ability to handle data imperfections. Here we study this problem in the framework of association mining, seeking to identify frequent itemsets in transactional databases where the presence of some items in a given transaction is unknown. We want to use the frequent itemsets to predict "missing items": based on the partial contents of a shopping cart, predict what else will be added. We describe a technique that addresses this task, and report experiments illustrating its behavior.