Journal of the Korean Data and Information Science Society

The Korean Data and Information Science Society (한국데이터정보과학회)
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Negatively attributable and pure confidence for generation of negative association rules

음의 연관성 규칙 생성을 위한 음의 기여 순수 신뢰도의 제안

  • Received : 2012.08.08
  • Accepted : 2012.09.03
  • Published : 2012.09.30
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Abstract

The most widely used data mining technique is to explore association rules. This technique has been used to find the relationship between items in a massive database based on the interestingness measures such as support, confidence, lift, etc. Association rules are frequently used by retail stores to assist in marketing, advertising, floor placement, and inventory control.In general, association rule technique generates the rule, 'If A, then B.', whereas negative association rule technique generates the rule, 'If A, then not B.', or 'If not A, then B.'. We can determine whether we promote other products in addition to promote its products only if we add negative association rules to existing association rules. In this paper, we proposed the negatively attributable and pure confidence to overcome the problems faced by negative association rule technique, and then we checked three conditions for interestingness measure. The comparative studies with negative confidence, negatively pure confidence, and negatively attributable and pure confidence are shown by numerical examples. The results show that the negatively attributable and pure confidence is better than negative confidence and negatively pure confidence.

데이터 마이닝 기법들 중에서 가장 많이 활용되고 있는 연관성 규칙은 방대한 데이터베이스에서 항목간의 관계를 흥미도 측도에 의해 명확히 수치화함으로써 그들간의 관련성을 표시해주는 기법이다. 양의 연관성 규칙 마이닝이 임의의 한 항목이 발생하면 다른 항목도 발생한다는 규칙을 생성하기 위한 기법인 반면에, 음의 연관성 규칙은 어느 항목이 발생하면 다른 항목은 발생하지 않는다는 규칙을 찾아내는 기법이다. 음의 연관성 규칙은 양의 연관성 규칙의 활용과 마찬가지로 고객의 구매 경향 및 마케팅 정책을 제시할 수 있고 교차판매와 매장 진열 등과 같이 타겟 마케팅에 활용 가능하다. 양의 연관성 규칙에 음의 연관성 규칙을 추가하게 되면 어떤 제품을 판매하기 위해서는 그 제품만 마케팅 하는 것뿐만 아니라 더 나아가 그 제품이 아닌 어느 제품을 마케팅 하는것이 필요한지를 판단할 수 있다. 본 논문에서는 기존의 음의 신뢰도의 단점을 보완할 수 있는 음의 기여 순수 신뢰도를 제안한 후, 이에 대해 흥미도 측도가 가져야 할 조건들을 조사하였으며, 예제 데이터를 활용하여 음의 기여 순수 신뢰도의 유용성을 고찰하였다.

Keywords

References

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