figure - cross selling example more often than notthese recommended products would be very appealing for exampleif am in the market for protein supplement it will definitely be good idea for me to buy vitamin supplement too the retailer will often offer you bundle of products with some attractive offer and it is highly likely that we will end up buying the bundled products instead of just the original item this is the simple but powerful concept of cross selling we research the customer transactions and find out potential additions to the customer' original needs and offer it to the customer as suggestion in the hope and intent that they buy them benefiting both the customer as well as the retail establishment cross selling is ubiquitous in both the online and offline retail worlds the simplicity and the effectiveness of the idea make it an essential and powerful marketing tool for all types of retailers the idea of cross selling can be extended to any organizationirrespective of whether it is an online or offline retailer or whether it is selling its products to the end users of whole sellers in this sectionwe explore association rule-mininga powerful technique that can be used for cross sellingthen we illustrate the concept of market basket analysis for toy datasetand finally we apply the same concepts to our retail transactions dataset market basket analysis with association rule-mining before we go on to understand how to generate the association rules from our transactional datalet' try to understand how we will use those rules famous story in data analytics circles is the story of "beer and diapersthe basic crux of the story is the concept that major retailer upon analyzing their customer transaction behavior discovered strong association between sales of beer and diapers the retailer was able to exploit this association by moving the beer section close to the diapers section leading to higher sales volume (the origins of the story may have some fact but the whole concept is debatable we encourage you to go through the discussion at about this storyalthough the beer and diaper story may or may not have been myththe concept of finding sales association in customer behavior is an important and inspiring one suppose we can mathematically capture the significance of these associationsthen it would be good idea to try and exploit the rules which are likely to be correct the whole concept of association rule-mining is based on the concept that customer purchase behavior has pattern which can be exploited for selling more items to the customer in the future an association rule usually has the structure as depicted in this equation{item item item (ritemk