Introduction

Blackwell is considering acquiring Electronidex. The board of directors has asked us to help them better understand the clients purchasing behaviour of Electronidex to finally decide if it would be a beneficial acquisition or not. For this task, we’ll identify purchasing patterns using a market basket analysis.

Executive Summary

## Conclusions

## Recommendations

First Analysis

During the first analysis of the data, we noticed that there could be different type of clients as there were different behaviours inside all the transactions. We have seen that there were clients purchasing more than 5 products in the same transaction and also more than 2 Laptopts or Desktops. This purchasing behaviour is normally more related to companies rather than final consumers. So we splitted data into 2 categories:

B2C (68,2%): <5 products per transaction or <2 Laptops or Desktops per transaction
B2B (31,8%): >5 products per transaction or >2 Laptops or Desktops per transaction

Once we split the data we will go further analysing patterns in B2B and B2C clients.

Analysing B2B transactions

## Per Category

We made a graph to see how frequent Electronidex clients buy each category. We can see that 68% of transaction contain a Desktop, and there is 6 categories that happend to be purchased in more than 50% of the transactions.

Electronidex B2B clients buy x items per transaction on average.

itemFrequencyPlot(B2B_bycat, topN = 10, type = "relative", col = brewer.pal(8,"Pastel2"), main = "Relative Item Frequency Plot")

##      lhs                      rhs                   support   confidence
## [1]  { Keyboard}           => {Active Headphones}   0.2046616 0.7043956 
## [2]  {Active Headphones}   => { Keyboard}           0.2046616 0.3176412 
## [3]  { Keyboard}           => {Computer Mice}       0.2017880 0.6945055 
## [4]  {Computer Mice}       => { Keyboard}           0.2017880 0.3012393 
## [5]  {Printers}            => {Monitors}            0.2008301 0.5862069 
## [6]  {Monitors}            => {Printers}            0.2008301 0.3379903 
## [7]  {Printers}            => {Computer Headphones} 0.2081737 0.6076421 
## [8]  {Computer Headphones} => {Printers}            0.2081737 0.3395833 
## [9]  {Printers}            => {Active Headphones}   0.2215837 0.6467847 
## [10] {Active Headphones}   => {Printers}            0.2215837 0.3439049 
##      lift      count
## [1]  1.0932443 641  
## [2]  1.0932443 641  
## [3]  1.0367928 632  
## [4]  1.0367928 632  
## [5]  0.9865664 629  
## [6]  0.9865664 629  
## [7]  0.9912162 652  
## [8]  0.9912162 652  
## [9]  1.0038304 694  
## [10] 1.0038304 694

##      lhs                      rhs                   support confidence     lift count
## [1]  { Keyboard}           => {Active Headphones} 0.2046616  0.7043956 1.093244   641
## [2]  {Active Headphones}   => { Keyboard}         0.2046616  0.3176412 1.093244   641
## [3]  {Computer Cords,                                                                
##       Computer Mice}       => {Active Headphones} 0.2238186  0.6968191 1.081485   701
## [4]  {Active Headphones,                                                             
##       Computer Mice}       => {Computer Cords}    0.2238186  0.5079710 1.069197   701
## [5]  {Computer Mice,                                                                 
##       Monitors}            => {Active Headphones} 0.2666028  0.6816327 1.057915   835
## [6]  {Active Headphones,                                                             
##       Laptops}             => {Computer Mice}     0.2608557  0.7067474 1.055068   817
## [7]  {Active Headphones,                                                             
##       Computer Cords}      => {Computer Mice}     0.2238186  0.7059416 1.053865   701
## [8]  {Laptops,                                                                       
##       Monitors}            => {Active Headphones} 0.2286079  0.6786730 1.053322   716
## [9]  {Computer Mice,                                                                 
##       Monitors}            => {Laptops}           0.2321201  0.5934694 1.051327   727
## [10] {Computer Headphones,                                                           
##       Laptops}             => {Active Headphones} 0.2321201  0.6769088 1.050584   727

## Available control parameters (with default values):
## main  =  Scatter plot for 137 rules
## engine    =  default
## pch   =  19
## cex   =  0.5
## xlim  =  NULL
## ylim  =  NULL
## zlim  =  NULL
## alpha     =  NULL
## col   =  c("#EE0000FF", "#EE0303FF", "#EE0606FF", "#EE0909FF", "#EE0C0CFF", "#EE0F0FFF", "#EE1212FF", "#EE1515FF", "#EE1818FF", "#EE1B1BFF", "#EE1E1EFF", "#EE2222FF", "#EE2525FF", "#EE2828FF", "#EE2B2BFF", "#EE2E2EFF", "#EE3131FF", "#EE3434FF", "#EE3737FF", "#EE3A3AFF", "#EE3D3DFF", "#EE4040FF", "#EE4444FF", "#EE4747FF", "#EE4A4AFF", "#EE4D4DFF", "#EE5050FF", "#EE5353FF", "#EE5656FF", "#EE5959FF", "#EE5C5CFF", "#EE5F5FFF", "#EE6262FF", "#EE6666FF", "#EE6969FF", "#EE6C6CFF", "#EE6F6FFF", "#EE7272FF", "#EE7575FF",  "#EE7878FF", "#EE7B7BFF", "#EE7E7EFF", "#EE8181FF", "#EE8484FF", "#EE8888FF", "#EE8B8BFF", "#EE8E8EFF", "#EE9191FF", "#EE9494FF", "#EE9797FF", "#EE9999FF", "#EE9B9BFF", "#EE9D9DFF", "#EE9F9FFF", "#EEA0A0FF", "#EEA2A2FF", "#EEA4A4FF", "#EEA5A5FF", "#EEA7A7FF", "#EEA9A9FF", "#EEABABFF", "#EEACACFF", "#EEAEAEFF", "#EEB0B0FF", "#EEB1B1FF", "#EEB3B3FF", "#EEB5B5FF", "#EEB7B7FF", "#EEB8B8FF", "#EEBABAFF", "#EEBCBCFF", "#EEBDBDFF", "#EEBFBFFF", "#EEC1C1FF", "#EEC3C3FF", "#EEC4C4FF", "#EEC6C6FF", "#EEC8C8FF",  "#EEC9C9FF", "#EECBCBFF", "#EECDCDFF", "#EECFCFFF", "#EED0D0FF", "#EED2D2FF", "#EED4D4FF", "#EED5D5FF", "#EED7D7FF", "#EED9D9FF", "#EEDBDBFF", "#EEDCDCFF", "#EEDEDEFF", "#EEE0E0FF", "#EEE1E1FF", "#EEE3E3FF", "#EEE5E5FF", "#EEE7E7FF", "#EEE8E8FF", "#EEEAEAFF", "#EEECECFF", "#EEEEEEFF")
## newpage   =  TRUE
## jitter    =  NA
## verbose   =  FALSE

## Available control parameters (with default values):
## main  =  Graph for 5 rules
## nodeColors    =  c("#66CC6680", "#9999CC80")
## nodeCol   =  c("#EE0000FF", "#EE0303FF", "#EE0606FF", "#EE0909FF", "#EE0C0CFF", "#EE0F0FFF", "#EE1212FF", "#EE1515FF", "#EE1818FF", "#EE1B1BFF", "#EE1E1EFF", "#EE2222FF", "#EE2525FF", "#EE2828FF", "#EE2B2BFF", "#EE2E2EFF", "#EE3131FF", "#EE3434FF", "#EE3737FF", "#EE3A3AFF", "#EE3D3DFF", "#EE4040FF", "#EE4444FF", "#EE4747FF", "#EE4A4AFF", "#EE4D4DFF", "#EE5050FF", "#EE5353FF", "#EE5656FF", "#EE5959FF", "#EE5C5CFF", "#EE5F5FFF", "#EE6262FF", "#EE6666FF", "#EE6969FF", "#EE6C6CFF", "#EE6F6FFF", "#EE7272FF", "#EE7575FF",  "#EE7878FF", "#EE7B7BFF", "#EE7E7EFF", "#EE8181FF", "#EE8484FF", "#EE8888FF", "#EE8B8BFF", "#EE8E8EFF", "#EE9191FF", "#EE9494FF", "#EE9797FF", "#EE9999FF", "#EE9B9BFF", "#EE9D9DFF", "#EE9F9FFF", "#EEA0A0FF", "#EEA2A2FF", "#EEA4A4FF", "#EEA5A5FF", "#EEA7A7FF", "#EEA9A9FF", "#EEABABFF", "#EEACACFF", "#EEAEAEFF", "#EEB0B0FF", "#EEB1B1FF", "#EEB3B3FF", "#EEB5B5FF", "#EEB7B7FF", "#EEB8B8FF", "#EEBABAFF", "#EEBCBCFF", "#EEBDBDFF", "#EEBFBFFF", "#EEC1C1FF", "#EEC3C3FF", "#EEC4C4FF", "#EEC6C6FF", "#EEC8C8FF",  "#EEC9C9FF", "#EECBCBFF", "#EECDCDFF", "#EECFCFFF", "#EED0D0FF", "#EED2D2FF", "#EED4D4FF", "#EED5D5FF", "#EED7D7FF", "#EED9D9FF", "#EEDBDBFF", "#EEDCDCFF", "#EEDEDEFF", "#EEE0E0FF", "#EEE1E1FF", "#EEE3E3FF", "#EEE5E5FF", "#EEE7E7FF", "#EEE8E8FF", "#EEEAEAFF", "#EEECECFF", "#EEEEEEFF")
## edgeCol   =  c("#474747FF", "#494949FF", "#4B4B4BFF", "#4D4D4DFF", "#4F4F4FFF", "#515151FF", "#535353FF", "#555555FF", "#575757FF", "#595959FF", "#5B5B5BFF", "#5E5E5EFF", "#606060FF", "#626262FF", "#646464FF", "#666666FF", "#686868FF", "#6A6A6AFF", "#6C6C6CFF", "#6E6E6EFF", "#707070FF", "#727272FF", "#747474FF", "#767676FF", "#787878FF", "#7A7A7AFF", "#7C7C7CFF", "#7E7E7EFF", "#808080FF", "#828282FF", "#848484FF", "#868686FF", "#888888FF", "#8A8A8AFF", "#8C8C8CFF", "#8D8D8DFF", "#8F8F8FFF", "#919191FF", "#939393FF",  "#959595FF", "#979797FF", "#999999FF", "#9A9A9AFF", "#9C9C9CFF", "#9E9E9EFF", "#A0A0A0FF", "#A2A2A2FF", "#A3A3A3FF", "#A5A5A5FF", "#A7A7A7FF", "#A9A9A9FF", "#AAAAAAFF", "#ACACACFF", "#AEAEAEFF", "#AFAFAFFF", "#B1B1B1FF", "#B3B3B3FF", "#B4B4B4FF", "#B6B6B6FF", "#B7B7B7FF", "#B9B9B9FF", "#BBBBBBFF", "#BCBCBCFF", "#BEBEBEFF", "#BFBFBFFF", "#C1C1C1FF", "#C2C2C2FF", "#C3C3C4FF", "#C5C5C5FF", "#C6C6C6FF", "#C8C8C8FF", "#C9C9C9FF", "#CACACAFF", "#CCCCCCFF", "#CDCDCDFF", "#CECECEFF", "#CFCFCFFF", "#D1D1D1FF",  "#D2D2D2FF", "#D3D3D3FF", "#D4D4D4FF", "#D5D5D5FF", "#D6D6D6FF", "#D7D7D7FF", "#D8D8D8FF", "#D9D9D9FF", "#DADADAFF", "#DBDBDBFF", "#DCDCDCFF", "#DDDDDDFF", "#DEDEDEFF", "#DEDEDEFF", "#DFDFDFFF", "#E0E0E0FF", "#E0E0E0FF", "#E1E1E1FF", "#E1E1E1FF", "#E2E2E2FF", "#E2E2E2FF", "#E2E2E2FF")
## alpha     =  0.5
## cex   =  1
## itemLabels    =  TRUE
## labelCol  =  #000000B3
## measureLabels     =  FALSE
## precision     =  3
## layout    =  NULL
## layoutParams  =  list()
## arrowSize     =  0.5
## engine    =  igraph
## plot  =  TRUE
## plot_options  =  list()
## max   =  100
## verbose   =  FALSE

## Per Item

##      lhs                          rhs         support    confidence
## [1]  {Computer Game}           => {HP Laptop} 0.05140485 0.5420875 
## [2]  {ASUS Chromebook}         => {HP Laptop} 0.05555556 0.4860335 
## [3]  {ASUS Chromebook}         => {iMac}      0.05619413 0.4916201 
## [4]  {Epson Printer}           => {iMac}      0.05491699 0.5134328 
## [5]  {Apple Wireless Keyboard} => {iMac}      0.05108557 0.4637681 
## [6]  {iPad Pro}                => {iMac}      0.05427842 0.4788732 
## [7]  {Acer Monitor}            => {iMac}      0.05300128 0.4356955 
## [8]  {LG Monitor}              => {HP Laptop} 0.06002554 0.4820513 
## [9]  {LG Monitor}              => {iMac}      0.06002554 0.4820513 
## [10] {Logitech 3-button Mouse} => {HP Laptop} 0.05236271 0.4194373 
##      lift      count
## [1]  1.2930832 161  
## [2]  1.1593732 174  
## [3]  1.0729994 176  
## [4]  1.1206074 172  
## [5]  1.0122103 160  
## [6]  1.0451784 170  
## [7]  0.9509397 166  
## [8]  1.1498740 188  
## [9]  1.0521147 188  
## [10] 1.0005162 164

##      lhs                          rhs                       support  
## [1]  {HP Laptop}               => {iMac}                    0.1989144
## [2]  {iMac}                    => {HP Laptop}               0.1989144
## [3]  {Lenovo Desktop Computer} => {iMac}                    0.1529374
## [4]  {iMac}                    => {Lenovo Desktop Computer} 0.1529374
## [5]  {Dell Desktop}            => {iMac}                    0.1430396
## [6]  {iMac}                    => {Dell Desktop}            0.1430396
## [7]  {ViewSonic Monitor}       => {HP Laptop}               0.1379310
## [8]  {HP Laptop}               => {ViewSonic Monitor}       0.1379310
## [9]  {ViewSonic Monitor}       => {iMac}                    0.1328225
## [10] {iMac}                    => {ViewSonic Monitor}       0.1328225
##      confidence lift     count
## [1]  0.4744859  1.035603 623  
## [2]  0.4341463  1.035603 623  
## [3]  0.5212187  1.137601 479  
## [4]  0.3337979  1.137601 479  
## [5]  0.5155351  1.125196 448  
## [6]  0.3121951  1.125196 448  
## [7]  0.5249089  1.252106 432  
## [8]  0.3290175  1.252106 432  
## [9]  0.5054678  1.103223 416  
## [10] 0.2898955  1.103223 416

## Available control parameters (with default values):
## main  =  Scatter plot for 116 rules
## engine    =  default
## pch   =  19
## cex   =  0.5
## xlim  =  NULL
## ylim  =  NULL
## zlim  =  NULL
## alpha     =  NULL
## col   =  c("#EE0000FF", "#EE0303FF", "#EE0606FF", "#EE0909FF", "#EE0C0CFF", "#EE0F0FFF", "#EE1212FF", "#EE1515FF", "#EE1818FF", "#EE1B1BFF", "#EE1E1EFF", "#EE2222FF", "#EE2525FF", "#EE2828FF", "#EE2B2BFF", "#EE2E2EFF", "#EE3131FF", "#EE3434FF", "#EE3737FF", "#EE3A3AFF", "#EE3D3DFF", "#EE4040FF", "#EE4444FF", "#EE4747FF", "#EE4A4AFF", "#EE4D4DFF", "#EE5050FF", "#EE5353FF", "#EE5656FF", "#EE5959FF", "#EE5C5CFF", "#EE5F5FFF", "#EE6262FF", "#EE6666FF", "#EE6969FF", "#EE6C6CFF", "#EE6F6FFF", "#EE7272FF", "#EE7575FF",  "#EE7878FF", "#EE7B7BFF", "#EE7E7EFF", "#EE8181FF", "#EE8484FF", "#EE8888FF", "#EE8B8BFF", "#EE8E8EFF", "#EE9191FF", "#EE9494FF", "#EE9797FF", "#EE9999FF", "#EE9B9BFF", "#EE9D9DFF", "#EE9F9FFF", "#EEA0A0FF", "#EEA2A2FF", "#EEA4A4FF", "#EEA5A5FF", "#EEA7A7FF", "#EEA9A9FF", "#EEABABFF", "#EEACACFF", "#EEAEAEFF", "#EEB0B0FF", "#EEB1B1FF", "#EEB3B3FF", "#EEB5B5FF", "#EEB7B7FF", "#EEB8B8FF", "#EEBABAFF", "#EEBCBCFF", "#EEBDBDFF", "#EEBFBFFF", "#EEC1C1FF", "#EEC3C3FF", "#EEC4C4FF", "#EEC6C6FF", "#EEC8C8FF",  "#EEC9C9FF", "#EECBCBFF", "#EECDCDFF", "#EECFCFFF", "#EED0D0FF", "#EED2D2FF", "#EED4D4FF", "#EED5D5FF", "#EED7D7FF", "#EED9D9FF", "#EEDBDBFF", "#EEDCDCFF", "#EEDEDEFF", "#EEE0E0FF", "#EEE1E1FF", "#EEE3E3FF", "#EEE5E5FF", "#EEE7E7FF", "#EEE8E8FF", "#EEEAEAFF", "#EEECECFF", "#EEEEEEFF")
## newpage   =  TRUE
## jitter    =  NA
## verbose   =  FALSE

## Available control parameters (with default values):
## main  =  Graph for 10 rules
## nodeColors    =  c("#66CC6680", "#9999CC80")
## nodeCol   =  c("#EE0000FF", "#EE0303FF", "#EE0606FF", "#EE0909FF", "#EE0C0CFF", "#EE0F0FFF", "#EE1212FF", "#EE1515FF", "#EE1818FF", "#EE1B1BFF", "#EE1E1EFF", "#EE2222FF", "#EE2525FF", "#EE2828FF", "#EE2B2BFF", "#EE2E2EFF", "#EE3131FF", "#EE3434FF", "#EE3737FF", "#EE3A3AFF", "#EE3D3DFF", "#EE4040FF", "#EE4444FF", "#EE4747FF", "#EE4A4AFF", "#EE4D4DFF", "#EE5050FF", "#EE5353FF", "#EE5656FF", "#EE5959FF", "#EE5C5CFF", "#EE5F5FFF", "#EE6262FF", "#EE6666FF", "#EE6969FF", "#EE6C6CFF", "#EE6F6FFF", "#EE7272FF", "#EE7575FF",  "#EE7878FF", "#EE7B7BFF", "#EE7E7EFF", "#EE8181FF", "#EE8484FF", "#EE8888FF", "#EE8B8BFF", "#EE8E8EFF", "#EE9191FF", "#EE9494FF", "#EE9797FF", "#EE9999FF", "#EE9B9BFF", "#EE9D9DFF", "#EE9F9FFF", "#EEA0A0FF", "#EEA2A2FF", "#EEA4A4FF", "#EEA5A5FF", "#EEA7A7FF", "#EEA9A9FF", "#EEABABFF", "#EEACACFF", "#EEAEAEFF", "#EEB0B0FF", "#EEB1B1FF", "#EEB3B3FF", "#EEB5B5FF", "#EEB7B7FF", "#EEB8B8FF", "#EEBABAFF", "#EEBCBCFF", "#EEBDBDFF", "#EEBFBFFF", "#EEC1C1FF", "#EEC3C3FF", "#EEC4C4FF", "#EEC6C6FF", "#EEC8C8FF",  "#EEC9C9FF", "#EECBCBFF", "#EECDCDFF", "#EECFCFFF", "#EED0D0FF", "#EED2D2FF", "#EED4D4FF", "#EED5D5FF", "#EED7D7FF", "#EED9D9FF", "#EEDBDBFF", "#EEDCDCFF", "#EEDEDEFF", "#EEE0E0FF", "#EEE1E1FF", "#EEE3E3FF", "#EEE5E5FF", "#EEE7E7FF", "#EEE8E8FF", "#EEEAEAFF", "#EEECECFF", "#EEEEEEFF")
## edgeCol   =  c("#474747FF", "#494949FF", "#4B4B4BFF", "#4D4D4DFF", "#4F4F4FFF", "#515151FF", "#535353FF", "#555555FF", "#575757FF", "#595959FF", "#5B5B5BFF", "#5E5E5EFF", "#606060FF", "#626262FF", "#646464FF", "#666666FF", "#686868FF", "#6A6A6AFF", "#6C6C6CFF", "#6E6E6EFF", "#707070FF", "#727272FF", "#747474FF", "#767676FF", "#787878FF", "#7A7A7AFF", "#7C7C7CFF", "#7E7E7EFF", "#808080FF", "#828282FF", "#848484FF", "#868686FF", "#888888FF", "#8A8A8AFF", "#8C8C8CFF", "#8D8D8DFF", "#8F8F8FFF", "#919191FF", "#939393FF",  "#959595FF", "#979797FF", "#999999FF", "#9A9A9AFF", "#9C9C9CFF", "#9E9E9EFF", "#A0A0A0FF", "#A2A2A2FF", "#A3A3A3FF", "#A5A5A5FF", "#A7A7A7FF", "#A9A9A9FF", "#AAAAAAFF", "#ACACACFF", "#AEAEAEFF", "#AFAFAFFF", "#B1B1B1FF", "#B3B3B3FF", "#B4B4B4FF", "#B6B6B6FF", "#B7B7B7FF", "#B9B9B9FF", "#BBBBBBFF", "#BCBCBCFF", "#BEBEBEFF", "#BFBFBFFF", "#C1C1C1FF", "#C2C2C2FF", "#C3C3C4FF", "#C5C5C5FF", "#C6C6C6FF", "#C8C8C8FF", "#C9C9C9FF", "#CACACAFF", "#CCCCCCFF", "#CDCDCDFF", "#CECECEFF", "#CFCFCFFF", "#D1D1D1FF",  "#D2D2D2FF", "#D3D3D3FF", "#D4D4D4FF", "#D5D5D5FF", "#D6D6D6FF", "#D7D7D7FF", "#D8D8D8FF", "#D9D9D9FF", "#DADADAFF", "#DBDBDBFF", "#DCDCDCFF", "#DDDDDDFF", "#DEDEDEFF", "#DEDEDEFF", "#DFDFDFFF", "#E0E0E0FF", "#E0E0E0FF", "#E1E1E1FF", "#E1E1E1FF", "#E2E2E2FF", "#E2E2E2FF", "#E2E2E2FF")
## alpha     =  0.5
## cex   =  1
## itemLabels    =  TRUE
## labelCol  =  #000000B3
## measureLabels     =  FALSE
## precision     =  3
## layout    =  NULL
## layoutParams  =  list()
## arrowSize     =  0.5
## engine    =  igraph
## plot  =  TRUE
## plot_options  =  list()
## max   =  100
## verbose   =  FALSE

Analysing B2C transactions