Developing a Customer Model for Targeted Marketing using Association Graph Mining

Abstract

Data mining is the procedure to find out significant information from large database by applying several mining techniques. Finding out products that are purchased together is a major issue in basket market analysis. So, developing a customer model is important for targeted marketing. The traditional dataset is taken into account because the origin of information which is available from the history of sales repository. While applying the basic techniques on transactional data analysis, it fails when the process has a greater number of transactional information. Also, it is difficult to identify suitable correlation between one product to another. In this paper Market Basket Analysis is extended towards into network level and it recommends a product network consideration it clearly states that the correlation involving products bought together by customer. This research work focuses on product to product network analysis in market basket network. The direct and indirect approach is applied in associated product network from history of retailer data. The major intention of this research work is to find the group of essential products purchase by the customer together. So, it will bring out consumer profile, product blue print, guidance from associated products and provide effective result from large number of customer wholesale outline