S. K. Dubey, S. Mittal, S. Chattani and V. K. Shukla, "Comparative Analysis of Market Basket Analysis through Data Mining Techniques," 2021 International Conference on Computational Intelligence and Knowledge Economy (ICCIKE), Dubai, United Arab Emirates, 2021, pp. 239-243.
Market basket analysis is a data mining technique used to identify associations between items frequently purchased together. It helps businesses make data-driven decisions by uncovering patterns in customer purchasing behaviour. By understanding these patterns, businesses can optimize product placement, create targeted promotions, and improve overall sales.