Association Rules
 The Problem Defined
 The Rule, Support, and Confidence
 Keywords
 Algorithms
 The Right Way of Using Association Rules
Association rule is a method for pattern mining. In this article, we perform an association rule analysis of some demo data.
The Problem Defined
Suppose we own a store called KIOSK. Here at KIOSK, we sell 4 different things.
 Milk
 Croissant
 Coffee
 Fries
We need to know what items are associated with each other when the customers are buying.
We have collected the following data. Beware that this small amount of data might not be enough for a realworld problem.
INDEX  Items 

1  croissant, milk 
2  coffee, croissant 
3  coffee, croissant 
4  coffee, croissant, milk 
5  coffee, milk 
6  fries, milk 
7  coffee, croissant, fries 
8  croissant, fries 
9  croissant, milk 
10  croissant, fries, milk 
11  coffee, croissant, milk 
The Rule, Support, and Confidence
Association rule should contain a rule, support, and confidence.
In this rule, the first part means that if the customers are buying milk they buy croissant too. Support is the probability of the records with both milk and croissant (2) among all the records (5). Confidence is the conditional probability that the records have croissant given milk in the record.
Then we define two thresholds that tell us whether this rule is valid.
 Support threshold
 Confidence threshold
If the support and confidence are both larger than the thresholds, we say the rule is valid.
Sometimes it is easier to deal with support counts instead of support probability itself.
It is, however, very hard to calculate association rules with many items without a smart idea. Suppose we have 10 items, the total number of possible association rules is 10!=3628800. It is not practical to explore all the possible combinations.
Keywords
 itemset: a set that contains items such as milk, coffee, etc.
 kitemset: an itemset with k items
 frequent: an itemset is frequent if it’s support count is larger than the threshold (minimum support count). In this article, we define the minimum support count to be 2.
Algorithms
As long as we have the frequent itemsets, it is easy to calculate the association rule. We need some algorithms to calculate the frequent itemsets. For example, we could use some algorithms to
 eliminate some of the possible combinations when generating a pool of rules to be calculated,
 or enable parallel computations,
 or better search algorithms.
Apriori Method
Apriori method is based on a simple rule: Subsets of a frequent kitemset should also be frequent.
For example, if {coffee, croissant} is a frequent itemset, {coffee} and {croissant} must be frequent itemsets. This rule allows us to calculate less combination.
The following calculations assumed a minimum support count of 2.
Identifying Frequent Itemsets
To find all the frequent 1itemsets, we simply explore all the possible 1itemsets.

Construct itemsets and calculate the support count of all the 1itemsets.
1itemset support count {coffee} 6 {croissant} 9 {fries} 3 {milk} 7 
Drop all 1itemsets that have support count less than 2. In our example, all the 1itemsets are frequent.
1itemset support count {coffee} 6 {croissant} 9 {fries} 3 {milk} 7
To find all the frequent 2itemsets, we construct the 2itemsets using frequent 1itemsets only.

Construct 2itemsets based on the frequent 1itemsets. We choose two 1itemsets from the frequent 1itemsets and find the union.
2itemset support count {coffee, croissant} 5 {coffee, fries} 1 {coffee, milk} 3 {croissant, fries} 3 {croissant, milk} 5 {fries, milk} 2 
Drop itemsets with support count less than 2. We get the frequent 2itemsets.
2itemset support count {coffee, croissant} 5 {coffee, milk} 3 {croissant, fries} 3 {croissant, milk} 5 {fries, milk} 2
To find all the frequent 3itemsets, we construct 3itemsets using frequent 2itemsets.

Construct 3itemsets by joining 2itemsets that have 32=1 item in common. This is done in two steps. First, we find 2itemset that has 32=1 item in common, e.g., {coffee, croissant}, {coffee, fries}, {coffee, milk}. Secondly, we choose two of them and union, e.g. {coffee, croissant} union {coffee, fries} = {coffee, croissant, fries}.
3itemset support count {coffee, croissant, fries} 1 {coffee, croissant, milk} 2 {coffee, fries, milk} 0 {croissant, fries, milk} 1 
Drop itemsets with support count less than 2.
3itemset support count {coffee, croissant, milk} 2
Our calculation stops here since any 4itemset would require at least two frequent 3itemsets which we have only one.
However, it is straightforward to construct the 4itemsets if we had frequent 3itemsets. We find 3itemsets that have 42=2 items in common. Then we choose any two itemsets from them and union.
Generating Association Rules and Calculating the Confidence
Association rules are generated by splitting the itemsets into two subsets without intersections. Suppose we are constructing association rules from {coffee, croissant, milk}. We follow three steps.

Find the subsets. Here we have $C^3_1=3$ combinations.
 {coffee}, {croissant, milk}
 {coffee, croissant}, {milk}
 {coffee, milk}, {croissant}
 The rules will be from one of the subsets to another, e.g., {coffee} to {croissant, milk}. We have 6 in total.

The confidence of the rule $\text{ {coffee} } \Rightarrow \text{ {croissant, milk} }$ is
Patterngrowth Approach
The problem with the Priori method is that the search is still querying the table again and again on each itemset build. Patterngrwoth approach is different since it builds a tree, with the name frequentpattern tree (FPtree) with a few table scans.
Simply put, the patterngrowth approach will build a tree to represent the relations between the items. Then the association rules will be calculated based on the tree.
Vertical Data Format
The table
INDEX  Items 

1  croissant, milk 
2  coffee, croissant 
3  coffee, croissant 
4  coffee, croissant, milk 
5  coffee, milk 
6  fries, milk 
7  coffee, croissant, fries 
8  croissant, fries 
9  croissant, milk 
10  croissant, fries, milk 
11  coffee, croissant, milk 
becomes vertical data format if we have
Item  Item ID 

coffee  {2,3,4,5,11} 
croissant  {1,2,3,4,7,8,9,10,11} 
fries  {6,7,8} 
milk  {1,4,5,6,9,10,11} 
Finding frequent itemsets becomes set operations. For examples, to calculate the support count of {coffee, croissant}, we will find the intersection of the two item id sets associated with coffee and croissant, i.e.,
\begin{equation} \{2,3,4,5,11\} \cap \{1,2,3,4,7,8,9,10,11\} = \{ 2,3,4,11 \} \end{equation}
The Right Way of Using Association Rules
From the previous calculations, we find the association rule
\begin{equation} \text{coffee} \Rightarrow \text{croissant} [ \text{support} = 45\%,\text{confidence} = 83\% ] \end{equation}
We know that the support for croissant is 82%. The fact that the confidence of this association rule is 83% makes this association rule not so interesting. Even without buying coffee, 82% of the records already have croissant in it. Buying coffee first doesn’t really increase the probability of purchasing croissant significantly.
Sometime the confidence might even be lower than probability of purchasing croissant, in which case coffee would decrease the probability of purchasing croissant.
This example shows that we should combine association rules with some other correlation measures. One of such measures is the lift.
Lift is defined as
\begin{equation} \text{Lift}(\text{coffee}, \text{croissant} ) = \frac{ P( \text{coffee} \cup \text{croissant} ) }{ P(\text{coffee}) P(\text{croissant}) } \end{equation}
When we have the lift equals 1, the two events are independent. If lift is greater than 1, the probability of the union of coffee and croissant is larger than the assumed independent probability, which means some items in the two sets are correlated indicating a positive correlation between the two sets. If lift is less than 1, the two sets are negatively correlated.
Another measure is chisquare analysis.