Analysis of Marketing Campaigns Results Through Unsupervised Learning with Apriori Association Modeling

One of the most popular data mining methods for extracting association rules from huge data sets is the apriori algorithm, which can be databases or databanks. One of the entities that have benefited the most from it have been supermarket chains in the area of marketing and advertising campaigns, thanks to the discovery of combinations of products that customers usually buy together, or relationships between items and merchants, and having the knowledge of these combinations allows companies to better plan their marketing campaigns. The article shows the results of an exercise with a databank of marketing campaigns in order to generate association rules, interpret the results, and detect which factors are common to customers who tend to accept marketing offers.