A data scientist for an e-commerce platform is performing market basket analysis to enhance cross-selling strategies. The goal is to create a targeted promotion for customers who purchase a Brand X Gaming Laptop. The analysis produced three association rules:
The business requires a rule that occurs with reasonable frequency but, more importantly, shows the strongest non-coincidental relationship between products. Which rule best satisfies this requirement?
Rule 3, because its lift of 4.5 is significantly higher than the others, indicating the strongest positive association that is least likely due to random chance.
Rule 2, because a lift value close to 1.0 combined with high confidence indicates a stable and predictable purchasing pattern.
Rule 1, because its high confidence of 0.75 ensures a high likelihood of a co-purchase, and its support is higher than Rule 3's.
Rule 2, because it has the highest support and confidence, indicating it is the most frequent and reliable rule.
The correct answer is Rule 3 because lift directly measures how much more likely the consequent is purchased when the antecedent appears compared with the consequent's baseline purchase rate. A lift greater than 1 indicates a positive association, and higher values signify stronger deviation from chance.
Rule 3's lift of 4.5 means customers who buy the Brand X Gaming Laptop are 4.5 times more likely to purchase a High-Refresh-Rate Monitor than an average customer, fulfilling the marketing team's emphasis on a strong, non-coincidental link.
Rule 2 has the highest support (0.09) and confidence (0.80), yet its lift is only 1.2, suggesting the warranty is already popular and that the laptop purchase adds little extra predictive power.
Rule 1 has reasonable confidence (0.75) but a lift of 1.8, which is much weaker than Rule 3.
Selecting Rule 2 because its lift is close to 1.0 is incorrect; a lift of exactly 1 implies independence between the two items.
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