During a market-basket analysis of 10,000 e-commerce transactions, you evaluate the association rule → . The items appear with the following absolute frequencies:
Wireless Mouse: 2,000 transactions
Mouse Pad: 1,500 transactions
Both items together: 600 transactions
Based on these counts, which statement about the lift of the rule is correct?
The lift is 0.75, indicating that customers who buy a wireless mouse are less likely than average to buy a mouse pad.
The lift is 3.33, showing a very strong positive association between the two items.
The lift is 2.0, showing that customers who buy a wireless mouse are twice as likely to buy a mouse pad compared with the baseline.
The lift is 1.5, indicating a slight positive association between the two items.
A lift of 2.0 means the consequent (Mouse Pad) is twice as likely to appear when the antecedent (Wireless Mouse) is present than it is on average, indicating a positive association. The other options give incorrect numeric results and therefore incorrect interpretations: 0.75 would imply a negative association, 1.5 underestimates the strength, and 3.33 overstates it.
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What does 'lift' mean in market-basket analysis?
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How is confidence different from lift in association rules?
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Why is the lift value of 2.0 significant in the given analysis?