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Market Basket Analysis in R

IntermediateSkill Level
4.8+
63 reviews
Updated 11/2021
Explore association rules in market basket analysis with R by analyzing retail data and creating movie recommendations.
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RData Manipulation4 hr16 videos60 Exercises4,700 XP5,693Statement of Accomplishment

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Course Description

Last time you were at the supermarket, what was in your shopping basket? Was there a connection between the products you purchased, like spaghetti and tomatoes or ham and pineapple? Whether online or offline, retailers use information from millions of customer’s baskets to analyze associations between items and extract insights using association rules.To help you quantify the degree of association between items you’ll use market basket analysis to uncover unseen connections and visualize relevant and insightful rules. You’ll then get to practice what you’ve learned on a movie dataset, as you predict which movies are watched together to create personalized movie recommendations for users.

Prerequisites

Introduction to Data Visualization with ggplot2Introduction to the Tidyverse
1

Introduction to Market Basket Analysis

What’s in your basket? In this first chapter, you’ll learn how market basket analysis (MBA) can be used to look into baskets and dig into itemsets to better understand customers and predict their needs. Using tidyverse and dplyr you’ll discover how many baskets can be created from a given set of items, and learn the power of using market basket analysis for online shopping, offline shopping, and use cases beyond retail.
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2

Metrics & Techniques in Market Basket Analysis

In this chapter, you’ll convert transactional datasets to a basket format, ready for analysis using the Apriori algorithm. You’ll then be introduced to the three main metrics for market basket analysis: support, confidence, and lift, before getting hands-on with the Apriori algorithm to extract rules from a transactional dataset. Lastly, You explore how the arules package is used for market basket analysis to retrieve basket rules and to help you find the most informative and relevant rules.
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3

Visualization in Market Basket Analysis

Let’s get visual. In this chapter, you’ll visually inspect the set of rules you have previously extracted. Visualizations in market basket analysis are vital given that often you are dealing with large sets of extracted rules. You’ll use the arulesViz package to create barplots, scatterplots, and graphs to visualize your sets of inferred rules. You’ll then turn sets of plots into interactive plots, making it is easier to drill into the mined association rules.
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4

Case Study: Market basket with Movies

We’re going to the movies. In this final chapter, you’ll apply everything you’ve learned as you work with a movie dataset. Using market basket analysis you’ll turn this dataset into a movie recommendation system, using information from movie transactions to understand and predict what your audience might want to watch next.
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Market Basket Analysis in R
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FAQs

Is this course suitable for beginners?

Yes, this course is suitable for beginners. It covers the basics of Market Basket Analysis and teaches you the fundamental concepts and algorithms using R.

Will I receive a certificate at the end of the course?

Yes, upon completion of the course, you will receive a Certificate of completion from DataCamp.

Who will benefit from this course?

This course will be especially beneficial for anyone in marketing, retail, or e-Commerce operations that needs to analyze large amounts of customer data for insights.

What is Market Basket Analysis?

Market Basket Analysis is a technique used by retailers and other businesses to better understand their customers and to predict their needs. It examines the associations between items in customers’ baskets in order to gain valuable insights.

What topics will be covered in this course?

This course covers topics such as market basket metrics and techniques, visualizing results, and creating a movie recommendation system using market basket analysis.

What tools are used in this course?

This course uses several R packages such as tidyverse, dplyr, and arules. It also makes use of the arulesViz package to create barplots, scatterplots and graphs.

What datasets are used?

This course uses a transactional dataset and movie dataset to practice and apply the concepts taught.

How long will this course take to complete?

This course is a self-paced course consisting of 3 chapters and should take about 4 hours to complete.

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