Which tool can be used to help interpret the results of market basket analysis?

The link graph is a valuable tool for interpreting the results of market basket analysis because it visually represents the relationships between products that are frequently purchased together. In market basket analysis, the primary goal is to uncover associations between items in transaction data, which can help businesses understand customer purchasing behavior.

The link graph displays these associations by showing items as nodes and connections between them as edges. The strength of the relationships, often based on metrics such as support and confidence, can be represented through the thickness of the lines connecting the nodes. This allows analysts to quickly identify which items are commonly found in the same transactions and thus can inform marketing strategies, promotional placements, and cross-selling opportunities.

Other options, while useful in different contexts, do not specifically focus on interpreting associations derived from market basket analysis. For example, segment profiles are more oriented towards defining characteristics of customer segments rather than examining product relationships. Decision tree plots are primarily used for classification tasks and do not provide the direct association insights that link graphs do. Data profiles focus on summarizing data attributes and descriptive statistics, which may inform overall data quality but do not directly aid in interpreting market basket relationships.