Market Basket Analysis (aka Affinity Analysis) is a data analysis technique used by Retailers to understand the mix of items shoppers purchase in single or multiple shopping events. It enables Retailers to understand the probability a shopper will purchase one or more items, given a set of items previously purchased or in the shopping “basket”. This App is used by planners, merchandising teams and product teams. It helps them make decisions about promotions, displays and product placements, store segmentation, customer segmentation and targeting.
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