webassign.net/web/Student/Assignment-Responses/last?dep=32496527 Leggere, an Internet book retailer, is interested in better understanding the purchase decisions of its customers. For a set of 2,000 customer transactions, it has categorized the individual bock purchases comprising those transactions into one or more of the following categories: Novels, Willa Bean series, Cooking Books, Bob Villa Do-It-Yourself, Youth Fantasy, Art Books, Biography, Cooking Books by Mossimo Bottura, Harry Potter series, Florence Art Books, and Titian Art Books. Leggere has conducted association rules analysis on this data set and would like to analyze the output. Based on a minimum support of 20% of transactions and a minimum confidence of 50%, the table below shows the top 10 rules with respect to lift ratio. Antecedent Consequent Support for A & C Confidence Lift Ratio BotturaCooking Cooking 0.227 1.00 1.16 Cooking, BobVilla Art 0.205 0.54 1.12 Cooking, Art Biography 0.204 0.61 1.10 Cooking, Biography Art 0.204 0.52 1.10 Youth Fantasy Novels, Cooking 0.245 8.55 1.075 Cooking, Art BobVilla 0.205 0.61 1.055 Cooking, BobVilla Biography 0.218 0.58 1.04 Biography Novels, Cooking 0.293 0.53 1.035 Novels, Cooking Biography 0.293 0.57 1.035 Art Novels, Cooking 0.249 0.52 1.01 (a) Explain why the top rule "If customer buys a Bottura cooking book, then they buy a cooking book," is not helpful even though it has the largest lift and 100% confidence. 7:15 PM X 53OF Clear 11/5/2023 Type here to search DELL end insert delete prt sc home F10 F12 X DI esc F1 F2 F4 # %D MA HW 08 Data Mining - MBA 543 F. X C Q Leggere, an Internet book retaile x Please show your calculation. The x C Leggere, an internet book retaile x + https://www.webassign.net/web/Student/Assignment-Responses/last?dep=32496527 A " . .. confidence. (a) Explain why the top rule "If customer buys a Bottura cooking book, then they buy a cooking book," is not helpful even though it has the largest lift and 100% This answer has not been graded yet. (b) Explain how the confidence of 52% and lift ratio of 1.10 was computed for the rule "If a customer buys a cooking book and a biography book, then they buy an art book." (Round your answers to the three decimal places.) 0.204 confidence = 0.52 0.52 lift ratio = 1.10 Interpret these what a confidence of 52% means. O A confidence of 52% means that for 52% of the transactions when a cooking book and biography are purchased, an art book is also purchased. O A confidence of 52% means that for 52% of the transactions when an art book is purchased, a cooking book and biography are also purchased. O A confidence of 52% means that a transaction in which an art book is purchased is 52% more likely to also include the purchase of a cooking book and biography than a randomly selected transaction. O A confidence of 52% means that a transaction in which a cooking book and biography are purchased is 52% more likely to also include the purchase of an art book than a randomly selected transaction. Interpret these what a lift ratio of 1.10 means. 7:16 PM pe here to search DELL 53OF Clear 11/5/2023A HW 08 Data Mining - MBA 543 F X Q Leggere, an Internet book retaile x Please show your calculation. The x C Leggere, an internet book retaile x + C https://www.webassign.net/web/Student/Assignment-Responses/last?dep=32496527 ... Interpret these what a lift ratio of 1.10 means. O A lift ratio of 1.10 means that a transaction in which an art book is purchased is 10% more likely to also include the purchase of a cooking book and biography than a randomly selected transaction. O A lift ratio of 1.10 means that for 10% of the transactions when an art book is purchased, a cooking book and biography are also purchased. O A lift ratio of 1.10 means that for 10% of the transactions when a cooking book and biography are purchased, an art book is also purchased. O A lift ratio of 1.10 means that a transaction in which a cooking book and biography is purchased is 10% more likely to also include the purchase of an art book than a randomly selected transaction. (c) Based on these top 10 rules, what general insight can Leggere gain on the purchase habits of these customers? O Leggere may be well served to investigate promotions involving the item sets { cooking, Bob Villa, art}, {art, novels, cooking}, and { cooking, art, biography } since there are two rules involving each of the respective item sets. O Leggere may be well served to investigate promotions involving the item sets { cooking, Bob Villa, art}, {biography, novels, cooking}, and {cooking, art, biography} since there are two rules involving each of the respective item sets. O Leggere may be well -orved to investigate promotions involving the item sets { cooking, Bob Villa, art}, {biography, novels, cooking}, and fart, novels, cooking} since there are two rules involving each of the respective item sets. O Leggere may be well served to investigate promotions involving the item sets {art, novels, cooking}, {biography, novels, cooking}, and {cooking, art, biography} since there are two rules involving each of the respective item sets. Leggere may be well served to investigate promotions involving the item sets { youth fantasy, novels, cooking}, {art, novels, cooking}, and { cooking, Bob Villa, biography } since there are two rules involving each of the respective item sets. (d) What will be the effect on the rules generated if Leggere decreases the minimum support and reruns the association rules analysis? Decreasing the minimum support will generate a (---Select--- |pool of rules and therefore will likely result in association rules with [---Select--- |lift ratios. A rule with this kind of lift ratio would suggest that it is ---Select--- at identifying transactions in which the consequent occurs. However, the transactions involving the item set of the association rule ---Select-- frequently due to the lowered minimum support. Thus, the association rule may apply to ---Select--- a valuable business opportunity. 7:16 PM 53OF Clear 11/5/202 Type here to search DELL home insert delete prt sc F10 esc Dilre, an internet book retaile X + G https://www.webassign.net/web/Student/Assignment-Responses/last?dep=32496527 villa, uIvylapilyS SIIICE LICIC aIC LVVU | LIES IN IVVIVIIly CaLIF UI LIKE I ESPELLIVE ILEIII SELS. (d) What will be the effect on the rules generated if Leggere decreases the minimum support and reruns the association rules analysis? Decreasing the minimum support will generate a ---Select--- | pool of rules and therefore will likely result in association rules with ---Select-- ) lift ratios. A rule with this kind of lift ratio would suggest that it is |---Select--- | at identifying transactions in which the consequent occurs. However, the transactions involving the item set of the association rule ---Select--- frequently due to the lowered minimum support. Thus, the association rule may apply to ---Select--- a valuable business opportunity. (e) What will be the effect on the rules generated if Leggere decreases the minimum confidence and reruns the association rules analysis? Decreasing the minimum confidence will generate a [---Select--- | pool of rules and therefore likely result in association rules with ---Select--- |lift ratios. A rule with this kind of lift ratio would suggest that it is [---Select--- | at identifying transactions in which the consequent occurs. If this rule has a low confidence, then there also is a ---Select--- |probability that the consequent will occur given the antecedent. That is, as the confidence of an association rule decreases, the relationship between the antecedent and consequent will ---Select--- |more often. Depending on the profit margin associated with the transaction, this may make the association rule ---Select--- |viable business opportunity. Need Help? Read It Watch It