A review of market basket analysis on business intelligence and data mining

• Main Authors: Amir Sjarif, Nilam Nur, Mohd. Azmi, Nurulhuda Firdaus, Siti Sophiayati Yuhaniz, Siti Sophiayati Yuhaniz, Wong, Doris Hooi-Ten
• Format: Article
• Published: Inderscience Publishers 2021
• Subjects: T Technology (General)
• Online Access: http://eprints.utm.my/id/eprint/97917/; http://dx.doi.org/10.1504/IJBIDM.2021.114475

Business insight (BI) is an information driven arrangement which umbrellas assortment of instruments, advances, applications, procedures and methodologies that empower mining of helpful learning and data from operational information resources. Hidden patterns or trends got from the tremendous volume of information are added to informed and strategic decision-making. Market basket analysis (MBA) is one of the regularly utilised data mining techniques in BI to help business organisation in accomplishing upper hand. In spite of the fact that, the appropriation of the MBA as a data mining technique in BI tools are common in e-commerce, paper that survey BI and MBA is limited. This paper gives a major picture on the current state of BI and the application of the MBA as a BI technique. Written works identified with BI and MBA from different sources such as digital libraries and Google Scholar are explored. The survey serves to some degree as a guide or platform for researchers and practitioners for future improvement.