Association Rule Mining to Extract Knowledge from Online Store Transactions of a Turkish Retail Company: A Case Study

摘要

Data mining techniques have been implemented in many felds namely, marketing, insurance,fnance, medicine, computer science and many more. In marketing it is used as a tool to clusterand classify customers so that their buying patterns, demographical information, market basketcan be analyzed to help the CRM representative and decision makers [1]. In this study online storetransactions of multi-branch Turkish Retail Company have been analyzed and many associationsrules have been discovered. The analyzed volume of transactions of completed sales exceeds14000 for a single season. At frst data is cleaned from unrelated felds then presented to R studioto implement the Apriori algorithm[2] in order to extract knowledge and obtain association rulesbetween goods. Results are proven be worthy over the conventional methodologies. The extracteddata are tested successfully with a sample group of customers to validate the association ruleswhich give unique insights about customer behaviors.