The lift of a rule A => B is interpreted as?

The lift of a rule A => B quantifies how much more likely B is to occur when A is known to occur compared to the likelihood of B occurring independently of A. Specifically, it is defined as the ratio of the probability of both A and B occurring together to the product of their individual probabilities.

When we interpret this in the context of marketing or sales, if the lift is greater than one, it indicates that there is a positive association between A and B; in other words, the occurrence of A significantly boosts the likelihood of B occurring. Therefore, the lift quantifies the increase in the likelihood of purchasing B given that A has already occurred. This interpretation is crucial for understanding customer behavior in market basket analysis, guiding promotions, and recommending additional products based on prior purchase behaviors.

In this context, other options may have relevant concepts but do not directly capture the essence of lift in relation to the specific rule A => B as accurately as the correct choice does. For instance, the first option discusses independence, which does not relate directly to lift; instead, lift measures dependence. Meanwhile, the second option refers to confidence metrics but does not convey the comparative likelihood that lift represents. Lastly, while the fourth option mentions market basket analysis, it