Exam 11: Unsupervised Data Mining

Amazon uses searches and items purchased to create future product marketing recommendations. Additionally, demographics drive additional potential products to be recommended. To do this, what type of market basket analysis is used?

Of 6,200 total transactions, 1,470 transactions are the number of consequents, confidence equals 0.5276. Calculate the expected confidence.

Based on the following table, what is the frequency distribution of the most purchased item?

Martin wants to use Gower's coefficient to compute the distance for each variable and to convert it into a [0,1] scale. What analysis package will he use to run the analysis?

Sara is a marketing analysis manager for a top cereal producer. Part of her job is to review product sales to grocery chains and if the contracted product shelf placement is the optimal location to maximize sales. Because of the large data sets, she is only interested in creating a small number of clusters to view the results. What type of clustering method would work best?

Using the following transactions, what is the frequency distribution?

Of 5,000 total transactions, 1,400 transactions are the number of consequents, confidence equals 0.5203. Calculate the expected confidence.

The Ward's method is the use of a different algorithm to minimize the dissimilarity within clusters by using error sum of squares.

The marketing department is examining the data pulled from the retail stores over the month of December. In this time period, three items are of interest, Sound Bars, LED under counter lights, and shelving units. - In researching if two of the items are purchased, if the third will be also, the following confidence level was calculated at 0.625, with an expected confidence of 0.20. Calculate the lift ratio.

The following results are a subset of a study on the demographics of a city population. Participants were asked to respond if male (1) or female (0), current annual salary, and if they were raised in a suburb (1) or in a city (0). Based on the hierarchical clustering results, which of the following is not a valid observation that can be made?

Tosh Marketing Group wants to identify customers who are likely to purchase high-end appliances for a new marketing campaign. After collecting data from recent customers, the following plot was created showing age and spend variables with 3 distinct clusters. Which cluster offers the best target with the highest spend for marketing materials?

If-Then logical statements are constructed with the If portion being the consequent and the Then being the antecedent.

Based on the following table, what is the proportion of the transactions that include both milk and bread?