Construction and evaluation of structured association map for visual exploration of association rules

The association rule mining is one of the most popular data mining techniques, however, the users often experience difficulties in interpreting and exploiting the association rules extracted from large transaction data with high dimensionality. The primary reasons for such difficulties are two-folds. Firstly, too many association rules can be produced by the conventional association rule mining algorithms, and secondly, some association rules can be partly overlapped. This problem can be addressed if the user can select the relevant items to be used in association rule mining, however, there are often quite complex relations among the items in large transaction data. In this context, this paper aims to propose a novel visual exploration tool, structured association map (SAM), which enables the users to find the group of the relevant items in a visual way. The appearance of SAM is similar with the well-known cluster heat map, however, the items in SAM are sorted in more intelligent way so that the users can easily find the interesting area formed by a set of associated items, which are likely to constitute interesting many-to-many association rules. Moreover, this paper introduces an index called S2C, designed to evaluate the quality of SAM, and explains the SAM based association analysis procedure in a comprehensive manner. For illustration, this procedure is applied to a mass health examination result data set, and the experiment results demonstrate that SAM with high S2C value helps to reduce the complexities of association analysis significantly and it enables to focus on the specific region of the search space of association rule mining while avoiding the irrelevant association rules.