Towards exploratory hypothesis testing and analysis

10.1109/ICDE.2011.5767907Proceedings - International Conference on Data Engineering745-75

Exploration of User Groups in VEXUS

We introduce VEXUS, an interactive visualization framework for exploring user data to fulfill tasks such as finding a set of experts, forming discussion groups and analyzing collective behaviors. User data is characterized by a combination of demographics like age and occupation, and actions such as rating a movie, writing a paper, following a medical treatment or buying groceries. The ubiquity of user data requires tools that help explorers, be they specialists or novice users, acquire new insights. VEXUS lets explorers interact with user data via visual primitives and builds an exploration profile to recommend the next exploration steps. VEXUS combines state-of-the-art visualization techniques with appropriate indexing of user data to provide fast and relevant exploration

Testing Interestingness Measures in Practice: A Large-Scale Analysis of Buying Patterns

Understanding customer buying patterns is of great interest to the retail industry and has shown to benefit a wide variety of goals ranging from managing stocks to implementing loyalty programs. Association rule mining is a common technique for extracting correlations such as "people in the South of France buy ros\'e wine" or "customers who buy pat\'e also buy salted butter and sour bread." Unfortunately, sifting through a high number of buying patterns is not useful in practice, because of the predominance of popular products in the top rules. As a result, a number of "interestingness" measures (over 30) have been proposed to rank rules. However, there is no agreement on which measures are more appropriate for retail data. Moreover, since pattern mining algorithms output thousands of association rules for each product, the ability for an analyst to rely on ranking measures to identify the most interesting ones is crucial. In this paper, we develop CAPA (Comparative Analysis of PAtterns), a framework that provides analysts with the ability to compare the outcome of interestingness measures applied to buying patterns in the retail industry. We report on how we used CAPA to compare 34 measures applied to over 1,800 stores of Intermarch\'e, one of the largest food retailers in France