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Market Basket Analysis Visualization on a Spherical Surface

Hao, Ming C.; Hsu, Meichun; Dayal, Umeshwar; Wei, Shu Feng; Sprenger, Thomas; Holenstein, Thomas


Keyword(s): visualization; association; physics-based mass spring; market basket analysis; spherical surface

Abstract: This paper discusses the visualization of the relationships in e-commerce transactions. To date, many practical research projects have shown the usefulness of a physics-based mass-spring technique to layout data items with close relationships on a graph. We describe a market basket analysis visualization system (MAV) using this technique. This system is described as the following: (1) integrates a physics- based engine into a visual data mining platform; (2) uses a 3D spherical surface to visualize the cluster of related data items; and (3) for large volumes of transactions, uses hidden structures to unclutter the display. Several examples of market basket analysis are also provided. Notes: To be presented at the Visual Data Exploration and Analysis VIII Conference, San Jose, CA, 21-26 January 2001

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