1. A computer-implemented method comprising: receiving, by operation of a computer system, a dataset of a plurality of transactions, each of the plurality of transactions including one or more items; determining, by operation of the computer system, a ubiquitousness parameter of an item representing a frequency of occurrences of the item in the dataset; filtering, by operation of the computer system, out from the dataset one or more items that have ubiquitousness parameters larger than a ubiquitousness threshold; identifying, by operation of the computer system, one or more association rules that satisfy a confidence constraint based on the filtered dataset; and outputting, by operation of the computer system, the one or more association rules that satisfy the confidence constraint.