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,
having adequate stock levels.
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,
- 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).
-
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 1) AS "Orders"JOIN(SELECT `orders`.`Item Name` "Item Name"FROM "Orders"GROUP BY 1) 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.
- 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).
- Use the count_distinct function on the Bill Number column to get the total number of times a combination has occurred together.
|
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,
2
|
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
- Access the Total Transactions for all Combinations query table, click the Create icon on the side navigation panel.
- Choose New Chart view from the drop-down menu.
- Drag and drop the column as shown below
- X - axis: Item
- Y - axis - Item Copy
- Color - Number of transactions
- Click Generate Graph.
- 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
New to Zoho Recruit?
Zoho Developer Community
New to Zoho LandingPage?
Zoho LandingPage Resources
New to Zoho Survey?
New to Zoho CRM Plus?
Deliver unforgettable customer experiences
New to Zoho CRM Plus?
Deliver unforgettable customer experiences
New to Zoho Marketing Plus?
Everything you need to run your marketing
New to Zoho Marketing Plus?
Everything you need to run your marketing
New to Bigin?
Topic Participants
Nisha Angel J
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
New to Zoho TeamInbox?
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
Design. Discuss. Deliver.
Zoho Show Resources
Get Started. Write Away!
Writer is a powerful online word processor, designed for collaborative work.
Zoho CRM コンテンツ
-
オンラインヘルプ
-
Webセミナー
-
機能活用動画
-
よくある質問
-
Ebook
-
-
Zoho Campaigns
- Zoho サービスのWebセミナー
その他のサービス コンテンツ
Nederlandse Hulpbronnen
ご検討中の方
Recent Topics
Don't understand INVALID_REQUEST_METHOD when I try to post up an attachment
When I make the POST request (using python requests.post() for files): https://www.zohoapis.com/crm/v8/Calls/***************01/Attachments I get this response: r:{ "code": "INVALID_REQUEST_METHOD", "details": {}, "message": "The http request method typeSignature field is showing black
Hello, When customer signed the service form, it is showing as below picture Phone model: iPhone 16 Pro We tried delete and install application, but it not solved. This has on phone of a few person. There is any advice to solve this?Zoho CRM Android app updates: record sharing, user image upload, Zoho Survey integration, and more
Hello everyone, We've made some important improvements to Zoho CRM's Android app, and we'd like to walk you through the latest updates. Here's what's new: Record sharing with org users User image upload Zoho Survey integration support Venue preferenceHow to Delete/hide Google adwords section from Layout?
Hi people, maybe someone can tell me how to remove or hide the Google adwords section from my layout? Im not using it and it takes too much space.WIDGET in related record list ZOHO CRM; how to get and put data to subform custom fields?
he need: Read and write two custom subform line-item fields on Quotes: Segment_wyceny (picklist/text) and W_pakiecie (number). Write works; read does not return these fields via SDK. Environment Zoho CRM Widget Zoho Embedded App SDK v1.2 Module: QuotesIntroducing Assemblies and Kits in Zoho Inventory
Hello customers, We’re excited to share a major revamp to Zoho Inventory that brings both clarity and flexibility to your inventory management experience! Presenting Assemblies and Kits We’re thrilled to introduce Assemblies and Kits, which replaces theWay to update CRM records in quik view
I have custom module in zoho crm and that module have 500 records. I want a quick way or UI so that user can easily update the record information in quick view without going to record detail view or edit view. I tried zoho sheet option but in zoho sheetWriter sing up problom
Zoho writer sing up prolom faceWhere to integrate Price Book and Product List Price
Hello, We sync zoho crm all modules with all data to zoho analytics. In zoho crm, we have "Price Books" and "Products" modules, where each product is assigned to a few price books with different list prices. From zoho crm, I am able to export a datasetForm / CRM Integration Not entering into workflow
I have a simple form setup with company name, first name, last name and lead source. Each of the fields are mapped to CRM Leads module. When the form is submitted, the lead is populated properly. I also have a workflow created that when the lead sourceAutomating CRM backup storage?
Hi there, We've recently set up automatic backups for our Zoho CRM account. We were hoping that the backup functionality would not require any manual work on our end, but it seems that we are always required to download the backups ourselves, store them,Zoho Slowness - Workarounds
Hi all, We've been having intermittent slowness and Zoho just asks for same stuff each time but never fix it. It usually just goes away on it's own after a couple weeks. Given that speed is a very important thing for companies to be able to keep up withDon't understand why Forms Mobile Scan and Fill not working
I have configure enabled mobile scan and fill, I have enabled QR and Bar code on two fields name and position, I have mapped seq 1 to Name and seq 2 to position, I have created a 2d QR code with the person names and position, seperated by a comma. WhenRecurring Supervisor Rule Reminders for Open/In-Progress Tickets
Hello Zoho Support Team, I would like to suggest a potential improvement regarding reminders for tickets and activities in Zoho Desk. Currently, it is possible to set reminders only once. In the Supervisor Rules section, it is possible to configure remindersTemplate usage
Hi, We are using some templates as a response to customer questions. Is it possible to analyze the usage of these templates? We want to know if the use of our templates has increased over timeTicket Status Colors
Can i change the colors of Ticket Status in the admin panel? Or even change the background of the entire cell of a Critical ticket? This way its easy for my agents to see a urgent ticket when it comes in. Right now everything is black text. Here RightSync Lookup Fields from Zoho CRM
HI Team, I have synced a lookup field from my CRM data to Campaigns. When I view the synced data the field appears to display a Zoho CRM record ID rather than the text value. Is it possible to get the sync to import the text value rather than the CRMNew From Address cannot verify
I have created a new From Address, which is the support@ address for my domain, that forwards to the default support mailbox. Presumably then, the verification email that is sent, should turn up as a ticket, but it does not. How can I verify my from address so that I can use my own domain?How to update/remove file in zoho creator widgets using javascript API
Hi Team, I have developed a widget which allows inserting and updating records I have file upload field with multiple file upload. Now while doing insert form record, I am using uploadFile API to upload files for that record. I am using updateRecord APIissue with image thumbnails not showing in Image Selector
We have been using Zoho Campaigns for over a year, maybe close to two years, and this issue just started happening in the last month. I wanted to wait to see if it would resolve on it's own, and it doesn't seem to be. The thumbnail images for all newDeluge Script for adding tag
Trying to create a custom function where a tag is added to a record - but for the life of me, I cannot figure out how. Help please! Moderation Update: Adding the help doc and sample to add Tags to records via deluge here for everyone's benefit. tag1 =Unlock your Zoho Vault with OneAuth, Windows Hello, TouchID, YubiKey, and many more!
Hello everyone, We are thrilled to introduce one of the most highly requested features – the ability to unlock your Zoho Vault using various authenticators. The primary purpose of a password manager is to remember just one master password and securelyCreator roadmap for the rest of 2022
Hi everyone, Hope you're all good! Thanks for continuing to make this community engaging and informative. Today we'd like to share with you our plans for the near future of Creator. We always strive to strike a good balance of features and enhancementsHow can I get base64 string from filecontent in widget
Hi, I have a react js widget which has the signature pad. Now, I am saving the signature in signature field in zoho creator form. If I open the edit report record in widget then I want to display the Signature back in signature field. I am using readFileAdd Setting Values to the Rules
Hi, It would be great to use the rules to set values in fields for submission, such as if a Type is X then set the Field Y to 10. Thanks DanSo we ran with it for the week
In our company i bit the bullet and ran with FSM for a whole week. Service calls, deliveries and surveys. Covering about 30-120 miles a day to domestic properties. Loved the appointment list and satnav integration. Loved the timer to measure the appointments.Is there a way to set Document Owner/Sender via the API
When sending requests for zoho sign, it would seem zoho uses the id of the person that created the zoho api cred to determine the owner_id, is there a way to set a default for this?What's New - September 2025 | Zoho Backstage
September has been a different month for Zoho Backstage. Instead of rolling out a long list of new features, we focused on something just as important: Performance, reliability, and stability The event season is in full swing, and organizers are runningPrevent stripping of custom CSS when creating an email template?
Anyone have a workaround for this? Zoho really needs to hire new designers - templates are terrible. A custom template has been created, but every time we try to use it, it strips out all the CSS from the head. IE, we'll define the styles right in the <head> (simple example below) and everything gets stripped (initially, it saves fine, but when you browse away and come back to the template, all the custom css is removed). <style type="text/css"> .footerContent a{display:block !important;} </style>Stock Quotes/Spreadsheet
It would be nice if we could download security and mutual fund prices from Yahoo Finance (or?) in order to maintain an up to date investment portfolio on Zoho. Any chance?link to any Belgian bookkeeping software?
Hello, Does anyone on this Forum can help me with the question whether the ZOHO CRM (Invoices) or ZOHO Book can be linked to software that is used for Belgian Bookkeeping/accountancy? By linking, I mean either with the help of a middleware program or either by the ability to export the custom made reports as CSV-files... If someone has an experience with online CRM-Accountancy in Belgium, with ZOHO (or other), it would be great to read it... Thank youmarketing automation
wants to know about the zoho marketing automationProblems with email templates (HTML - Outlook)
Hi there, I've been trying to create a newsletter from the template "Business 4". Everything looks great in the preview, but when I send it to my Outlook inbox, the layout doesn't seems to stick. More particularly: - The line-height is way more reduced, even though I used the line-height tool from the template - Columns but they are sometimes misaligned - Font size is not always the one I've selected. Could you help? Thanks!How to create a drop down menu in Zoho Sheets
I am trying to find out, how do I create a drop down option in Zoho sheet. I tried Data--> Data Validation --> Criteria --> Text --> Contains. But that is not working, is there any other way to do it. Thanks in Advance.Introducing Keyboard Shortcuts for Zoho CRM
Dear Customers, We're happy to introduce keyboard shortcuts for Zoho CRM features! Until now, you might have been navigating to modules manually using the mouse, and at times, it could be tedious, especially when you had to search for specific modulesZoho CRM's custom views are now deployable from sandboxes
This feature is now available for users in the AU, JP, and CN DCs. This feature is now available for users in CA and SA DCs. New update: This feature is now available for users in all DCs. Hello everyone, We're excited to announce that you can now deployZoho One - Syncing Merchants and Vendors Between Zoho Expense and Zoho Books
Hi, I'm exploring the features of Zoho One under the trial subscription and have encountered an issue with syncing Merchant information between Zoho Expense and Zoho Books. While utilizing Zoho Expense to capture receipts, I noticed that when I submitLimit in number of records for subforms and multi-select lookup fields
It is my understanding that a maximum of 100 items can be selected in a multi-select lookup field, and that a total of 200 items can be selected in total between both subforms in a given module. Are there any ways to work around this limitation if weKaizen #136 - Zoho CRM Widgets using ReactJS
Hey there! Welcome back to yet another insightful post in our Kaizen series! In this post, let's explore how to use ReactJS for Zoho CRM widgets. We will utilize the sample widget from one of our previous posts - Geocoding Leads' Addresses in ZOHO CRMGetting Permission denied to access this portal.
We have one user that can't login to projects even though access has been granted. This user can login to accounts.zoho.com but when login to https://projects.zoho.com/portals.do we get this error: Unauthorized login to this portal Permission denied to access this portal. Check your portal URL again. Sometimes we also get "server too busy". We have tried killing sessions (in accounts.zoho.com) and we have deleted cookies; and tried different computers and still the same problem. All others use canNext Page