Understand Customer Purchase Behavior and Boost Sales with Market Basket Analysis

Understand Customer Purchase Behavior and Boost Sales with Market Basket Analysis

Delivering a personalized purchase experience is the key differentiator for businesses to increase sales and brand loyalty. Market basket analysis, also called affinity or association analysis, is a data mining technique that helps discover significant patterns and relationships exhibited by individuals while making a purchase. 

By identifying the items that occur together,

  • Businesses can provide personalized product recommendations to customers during purchase.
  • Retailers can optimize product placements by placing or displaying related items closely and
         having adequate stock levels.
  • Marketers can curate focused campaigns and product bundle deals that resonate with customer preferences.
  • Data Requirements

    To conduct a market basket analysis, you'll need a transactional dataset that includes the item name, bill number (or order ID), quantity, and date and time of the transaction.

    We are using a sample e-commerce store data saved as Orders for illustration. Each row in the Orders data table denotes a transaction.

    Preparing the data for analysis

    To conduct the market basket analysis, we need to extract the following data from the base table (Orders) using SQL queries.
    • A query table that contains all possible pairs of combinations that could occur together.
    • A query table to get the number of transactions for combinations that have appeared together or combinations that has been purchased.
    • As a final step, merge the all possible combinations query table and the number of transactions query table.

    Generating all Possible Pairs of Combinations

    The first step in the data preparation process is to generate all distinct pairs of items that could appear on the transaction. To get that, 
    1. Perform a self-join operation on the Items Name column of the base table, Orders. The self-join operation compares each row (transaction) with every other row (transaction).
    2. Use the condition Greater than (>) to ensure that each pair of items is considered only once and avoid duplicates where the same pair appears in reverse order, like (Lavender Candle, British Rose) or (British Rose, Lavender Candle) or (Lavender Candle, Lavender Candle) 
      SELECT
          "Orders" . "Item Name" "Item",
          "Orders copy". "Item Name" "Item Copy"
      FROM ( SELECT `orders` .`Item Name` "Item Name"
                    FROM  "Orders" 
                     GROUP BY 
      ) AS  "Orders"
      JOIN(SELECT `orders`.`Item Name` "Item Name"
      FROM  "Orders" 
      GROUP BY 
      ) AS  "Orders copy" ON "Orders" . "Item Name"  > "Orders copy" . "Item Name"

    Finally, save the query table with a suitable name. We are saving it as All Items Combinations.

    Distinct Count for Existing Combination

    The second step in the data preparation process is to get the distinct count for the pairs of items that appear together in transactions.
    1. Perform a self-join operation on the Items Name column of the base table, Bill Items. The self-join operation compares each row (transaction) with every other row (transaction).
    2. Use the count_distinct function on the Bill Number column to get the total number of times a combination has occurred together.
    3. SELECT
      "Orders" . "Item Name" "Item",
      "Orders Copy" . "Items Name" "Item Combo",
      count_distinct ("Orders Copy" . "Bill Number") "Number of Transactions"
      FROM  "Orders"
      JOIN( SELECT
      `Orders`.`Item Name` "Items name",
      `Orders`.`Bill Number` "BillNo"
      FROM  "Orders" 
      ) AS  "Orders Copy"  ON  "Orders" . "Bill Number"  = "Orders Copy".  "Bill Number"
      AND "Orders" . "Item Name"  > "Orders Copy" ." Items Name"  
      GROUP BY 1,
       
    Finally, save the query table with a suitable name. We are saving it as Count for Existing Combinations.


    Merge Tables using Left Join 

    The final step in the data preparation process is to join the All Combinations table and the Count for Existing Combinations table. Use the Left Join operation on the All Items Combination table, and use the if_null function for combinations that have not occurred or been bought together.

    SELECT
    "All Items Combination" . "Item" "Item",
    "All Items Combination" . "Item Copy" "Item Copy",
    if_null("Count for Existing Transactions" . "Number of Transactions", 0) as "Number of Transactions"
    FROM  "All Items Combination"
    LEFT JOIN "Count for Existing Transactions" ON "All Items Combination" . "Item"  = "Count for Existing Transactions""Item"
    AND "All Items Combination" . "Item Copy"  = "Count for Existing Transactions" . "Item Combo" 

    By doing this, we will have a query table showing the count of pairs of items that occur together, with 0 assigned to combinations that do not occur together.


    Data Visualization - Creating a Heat map

    1. Access the Total Transactions for all Combinations query table, click the Create icon on the side navigation panel.
    2. Choose New Chart view from the drop-down menu.
    3. Drag and drop the column as shown below
      1. X - axis:  Item
      2. Y - axis - Item Copy
      3. Color - Number of transactions

    4. Click Generate Graph.
    5. The heat map for pairs of combinations will be ready!

    Inference

    From the above graph, we infer that combinations like {Silver Antique Vase, Chocolate Box} and {Silver Antique Vase, Rainbow Umbrella} {Rainbow Umbrella, Chocolate box} {Silver Antique Vase, Porcelain Rose} have a higher purchase frequency.

    Items with a higher purchase frequency can be displayed on the home page of the e-commerce site as Best Sellers. They can also be shown as recommendations to cross-sell products if the cart has any one of the related items that is frequently bought. 

    Market Basket Analysis for 3 - item Combination

    You can create a query table similar to the above query table to find the three items that occur together in transactions and create a pivot table for visualization. Refer to the sample workspace for queries.


      Access your files securely from anywhere









                            Zoho Developer Community




                                                  • Desk Community Learning Series


                                                  • Digest


                                                  • Functions


                                                  • Meetups


                                                  • Kbase


                                                  • Resources


                                                  • Glossary


                                                  • Desk Marketplace


                                                  • MVP Corner


                                                  • Word of the Day


                                                  • Ask the Experts



                                                            • Sticky Posts

                                                            • Tip of the Week - Spot Risky Sales with Conditional Formatting

                                                              In Zoho Analytics, small tweaks can lead to big insights. One such feature is Conditional formatting based on other columns, your key to instantly spotting where sales success is overshadowed by product returns. Our tip this week shows you how to apply


                                                            Manage your brands on social media



                                                                  Zoho TeamInbox Resources



                                                                      Zoho CRM Plus Resources

                                                                        Zoho Books Resources


                                                                          Zoho Subscriptions Resources

                                                                            Zoho Projects Resources


                                                                              Zoho Sprints Resources


                                                                                Qntrl Resources


                                                                                  Zoho Creator Resources



                                                                                      Zoho CRM Resources

                                                                                      • CRM Community Learning Series

                                                                                        CRM Community Learning Series


                                                                                      • Kaizen

                                                                                        Kaizen

                                                                                      • Functions

                                                                                        Functions

                                                                                      • Meetups

                                                                                        Meetups

                                                                                      • Kbase

                                                                                        Kbase

                                                                                      • Resources

                                                                                        Resources

                                                                                      • Digest

                                                                                        Digest

                                                                                      • CRM Marketplace

                                                                                        CRM Marketplace

                                                                                      • MVP Corner

                                                                                        MVP Corner







                                                                                          Design. Discuss. Deliver.

                                                                                          Create visually engaging stories with Zoho Show.

                                                                                          Get Started Now


                                                                                            Zoho Show Resources

                                                                                              Zoho Writer

                                                                                              Get Started. Write Away!

                                                                                              Writer is a powerful online word processor, designed for collaborative work.

                                                                                                Zoho CRM コンテンツ






                                                                                                  Nederlandse Hulpbronnen


                                                                                                      ご検討中の方




                                                                                                            • Recent Topics

                                                                                                            • Zoho Books Sandbox environment

                                                                                                              Hello. Is there a free sandbox environment for the developers using Zoho Books API? I am working on the Zoho Books add-on and currently not ready to buy a premium service - maybe later when my add-on will start to bring money. Right now I just need a
                                                                                                            • Quick Create needs Client Script support

                                                                                                              As per the title. We need client scripts to apply at a Quick Create level. We enforce logic on the form to ensure data quality, automate field values, etc. However, all this is lost when a user attempts a "Quick Create". It is disappointing because, from
                                                                                                            • Kaizen #152 - Client Script Support for the new Canvas Record Forms

                                                                                                              Hello everyone! Have you ever wanted to trigger actions on click of a canvas button, icon, or text mandatory forms in Create/Edit and Clone Pages? Have you ever wanted to control how elements behave on the new Canvas Record Forms? This can be achieved
                                                                                                            • DNS set up

                                                                                                              I want to create an email with my company domain. When I tried to add new record with cloudflare it didn't work. The DNS record can't be manually added. I followed the instruction but still can't add it. Could you help?
                                                                                                            • Pocket from Mozilla is closing shop. Don’t lose your favorites . Move them to Zoho Mail Bookmarks now! 📥🔖

                                                                                                              The end of Pocket shouldn't mean the end of your important links and content. Easily import them into Zoho Mail's Bookmarks and continue right where you left off. You can bring over your entire Saves, Collections, and tags just the way they are. Bookmarks
                                                                                                            • General suggestions

                                                                                                              Hello, I've picked this forum as it is at the top of the list! :) First suggestion: A general forum for issues and comments that are not specific to a particular Zoho application. Second suggestion: Put a link on the home page to "Zoho Identity Access Manager" The first suggestion came about because I didn't know where to post the second! ;) Regards Mark
                                                                                                            • Can't upload attachments.

                                                                                                              I can't upload attachment in Zoho Mail.
                                                                                                            • Need Guidance on SPF Flattening for Zoho Mail Configuration

                                                                                                              Hi everyone, I'm hoping to get some advice on optimizing my SPF record for a Zoho Mail setup. I use Zoho Mail along with several other Zoho services, and as a result, my current SPF record has grown to include multiple include mechanisms. My Cloudflare
                                                                                                            • How use

                                                                                                              Good morning sir I tried Zoho Mail
                                                                                                            • Zoho Mail Desktop App Not Loading + Can’t Manage Multiple Accounts

                                                                                                              Hi everyone, I’ve been having ongoing issues with the Zoho Mail desktop app for the past few weeks. The app starts to load but gives up midway and never actually opens — there’s no error message, it just stops loading. The main reason I use the desktop
                                                                                                            • Error when sending emails from Zoho

                                                                                                              Hello, When trying to send an email from Zoho CRM I keep getting the below error: javax.mail.AuthenticationFailedException: 535 5.7.139 Authentication unsuccessful, the user credentials were incorrect. Any support on this will be much appreciated. Thanks,
                                                                                                            • Zoho Tables is now live in Australia & New Zealand!

                                                                                                              Hey everyone! We’ve got some great news to share — Zoho Tables is now officially available in the Australian Data Center serving users across Australia and New Zealand regions! Yes, it took us a bit longer to get here, but this version of Zoho Tables
                                                                                                            • Not all emails from outlook365 migrated to my new zoho account

                                                                                                              I recently setup a new email address hosted by zoho. I migrated all my folders and email from my Outlook365 account to my new zoho account, but not all my emails migrated. Looks like only the past 12 months, or so, made the move. How do I get the rest
                                                                                                            • Clients not receiving emails

                                                                                                              I've been informed that my emails are not being received. Is there anything that I should look into to rectify this? Many thanks!
                                                                                                            • Max numbr of IMAP Accounts in Zoho Mail?

                                                                                                              In Zoho mail, you can manage the inboxes of other accounts using IMAP (and POP, actually) https://www.zoho.com/mail/help/external-imap-accounts.html Is there a max to the number of inboxes we can add?
                                                                                                            • Formula Fields Trouble

                                                                                                              Hi,  I can't get even a simple formula field to work and must be doing something dumb. This formula: If(Len(Trim(${Quotes.Subject}))=0,1,2) Gives the error: You used the wrong type of data in an argument. Check what you entered between the parentheses of your functions to make sure you put the right kind of data in the right place. This formula: Len(Trim(${Quotes.Subject}))=0 Gives the error: Syntax Error. Check the examples for any functions you're using to see if you formatted them correctly. Make
                                                                                                            • OPTED FOR STORAGE BY DESCRIPTIVE MISGUIDANCE

                                                                                                              We've opened a domain with three mail ids and payment has also been processed now the bill raised is for single use ID with additional storage capacity. Kindly request you to modify the purchase.
                                                                                                            • How can I add a new organization on Zoho Campaign

                                                                                                              I want to create a new organization with my Zoho Campaign
                                                                                                            • White Label certificate

                                                                                                              Hi all, About 72 hours ago, we fulfilled all steps for white labeling (CNAME to point to mail.cs.zohohost.eu), but since then the configuration page is now stuck at "generating certificate" since 3 days. When I execute an NSLOOKUP mail.webfoundry.be it
                                                                                                            • www.abc.com is working but abc.com is not

                                                                                                              I have my domain in godaddy. I have created a website using zoho sites and now I want to publish it and I tried doing it. Mapped the domain www.abc.com, abc.com. In godaddy changed the CNAME values. A, @ was parked and updated with zoho's IP address.
                                                                                                            • Split my account

                                                                                                              Hello, I recently bought an email service for a friend. But, looks like I used my personal account to buy the plan. Please split the account so that the email service stays in a different account than my personal account.
                                                                                                            • Have Mail Lite, wish to add/purchase 2nd domain and use email

                                                                                                              Hello, I have recently created two new businesses. I have successfully used Zoho to create a domain for one business and have set up two email addresses / users on that domain. I am trying to figure out how to create a second domain, just like I did the
                                                                                                            • Need support in setting up the company email and few other setups

                                                                                                              Need support in setting up the company email and few other setups
                                                                                                            • This mobile number has been marked spam.

                                                                                                              Dear zoho team, I am very happy to use zoho,because it india 🇮🇳 own app, but when we login into zoho account we facing some issue, please solve below issue ASAP. Add your mobile number As an added security measure for Accounts, you need to verify and
                                                                                                            • Add an external email to the allowed list

                                                                                                              I need to allow an external email to raise a ticket on Manage Engine ServiceDesk Plus. The external email is a outside of our domain and is not a domain user. The email address that needs to be allowed to raise a ticket request is noreply@formsatack.com.
                                                                                                            • Display name & account type change

                                                                                                              I made a mistake and subscribed with an individual account instead of business, how can I change the account type and enter the details of the business. The other question, if I can't, then I want the display name of our email to be 'Business name' instead
                                                                                                            • Request to change display name in Zoho mail

                                                                                                              Hello Zoho Mail Support, I am experiencing an issue with changing the display name on my Zoho Mail account. My email address is: info@witchcraftproduction.rs . I have already updated the display name in Settings > Mail Accounts, where it now shows as
                                                                                                            • Outbound IP address SPAM problem.

                                                                                                              Hello Zoho Support, We noticed that one of your outbound IP addresses (136.143.188.12), which delivers our domain’s mail, is currently listed on the UCEProtect blacklist. Because of this, our messages are sometimes flagged as spam by recipient servers.
                                                                                                            • Answer Bot and Personalized Questions

                                                                                                              Hi there, I have the same problem using the SalesIQ Answer Bot and the Zoho Desk Answer Bot (which really need different names, to be honest, in order to avoid confusion...) Customers that visit our website ask questions in the form of "What do you do?"
                                                                                                            • Forwarding

                                                                                                              How can I forward my Zoho account to my gmail account? Noël
                                                                                                            • Add a Way to Duplicate Cards in the Same Canvas (Retain All Settings)

                                                                                                              Dear Zoho SalesIQ Team, We would like to request a new feature in Zoho SalesIQ: the ability to duplicate an existing card within the same canvas while retaining all of its information and settings, including conditions, configurations, and display preferences.
                                                                                                            • Zoho Mail CC and BCC not working

                                                                                                              Zoho Mail CC and BCC not working. I have tried multiple combinations amongst my domain aliases but emails sent as CC or BCC never arrive, not even to Spam. I have checked that the DNS is set up correctly in Cloudflare and have even received a DMARC report
                                                                                                            • Zoho Autoplay Issue

                                                                                                              Currently, we run our graphics on a playlist with youtube videos interspersed in our office -- however, when we go to update the playlist (since last Thursday at around 8-9am EST) it no longer saves the autoplay function.  We have tried making a new account, manually saving with cntrl+s, making a new show, etc but nothing seems to work.  Even with our old program, we can't change it off of autoplay for ones that were created in the past. Another issue is that if we change a slide transition to anything
                                                                                                            • Critical Issue: Tickets Opened for Zoho Support via the Zoho Help Portal Were Not Processed

                                                                                                              Hi everyone, We want to bring to your attention a serious issue we’ve experienced with the Zoho support Help Portal. For more than a week, tickets submitted directly via the Help Portal were not being handled at all. At the same time no alert was posted
                                                                                                            • Adding hyperlinks in CRM emails time automatically

                                                                                                              It may just be me, but when I am writing an email to a lead, I find inserting a hyperlink very time consuming. Granted, I can use templates but there are a ton of scenarios where I might want to put a link in to an website that wouldnt require me to go though the effort of creating a template.  Ideally, the crm would identify that I that a string of text is a URL and insert the hyperlink automatically, just like microsoft outlook or gmail. Has anyone else had this same experience and found a way
                                                                                                            • Enhance "Applications Usage" with Date Filters, Historical Analytics & App-Level Breakdown

                                                                                                              Hello Zoho Creator Team, We are writing to request a critical enhancement to the Applications Usage section to improve our ability to monitor, analyze, and manage our platform consumption over time. While the current view of today’s usage is helpful for
                                                                                                            • External File Share - Allow delete

                                                                                                              Hi Team, when I share an external link and give it edit rights the external user can add but not delete files and folders. what am i doing wrong?
                                                                                                            • Where is the Global Search field?

                                                                                                              I am looking for an alternative to SF.com. Zoho CRM seems to be work fine, and be customizable in terms of the fields and reports. But there's one big thing missing and it's going to prevent us from using it: there's no global search box at the top of
                                                                                                            • How to notify all members on any updates to zoho crm?

                                                                                                              Hi, I am using the free version of zoho CRM and currently seeing this will work for our company. We are a small company and wanted to be more informed about all the changes in zoho. 1. How do I s et notifications that go to the team for any and all changes
                                                                                                            • How to change the format for phone numbers?

                                                                                                              Mobile phone numbers are currently formatted (###) ###-####.  How can I change this to a more appropriate forms for Australia being either #### ### ### or (#)### ### ###?
                                                                                                            • Next Page