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Clustering: It is an unsupervised learning technique used to group similar data points into clusters. The input
data is unlabelled data. For example, grouping customers based on shopping behaviour to target personalised
marketing.
Association
Association is an unsupervised learning method that is used to find interesting relationships or patterns among
variables in a dataset. It is widely employed to identify relationships between items, sets frequently purchased
items together in large databases, helping to analyse how items or events are related to each other.
Consider an example of the items purchased by customers:
Consider a supermarket example wherein
• Customer A buys bread, butter, and milk
• Customer B buys rice, bread, and butter
Customer A Customer B
Based on the purchase pattern of customers A and B, can you predict any Customer X who buys bread will most
probably buy?
Customer A Customer B Customer X
In this case, we might discover an association rule such as:
"If customer A buys 'Milk', they are likely to buy 'Cereal' or 'Bread'."
Therefore, such meaningful associations can be useful to recommend items to customers. This is called Association
rule.
Summary of detailed classification of ML models:
Machine Learning
Supervised Learning Unsupervised Learning Reinforcement Learning
Classification Regression Clustering Association
Advanced Concepts of Modeling in AI 197

