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

Authors: Nilam Nur Amir Sjarif; Nurulhuda Firdaus Mohd Azmi; Siti Sophiayati Yuhaniz; Doris Hooi-Ten Wong

Addresses: Razak Faculty of Technology and Informatics, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia ' Razak Faculty of Technology and Informatics, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia ' Razak Faculty of Technology and Informatics, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia ' Razak Faculty of Technology and Informatics, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia

Abstract: 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.

Keywords: market basket analysis; MBA; business intelligence; data mining.

DOI: 10.1504/IJBIDM.2021.114475

International Journal of Business Intelligence and Data Mining, 2021 Vol.18 No.3, pp.383 - 394

Received: 31 Jan 2018
Accepted: 08 Jul 2018

Published online: 26 Feb 2021 *

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