What is Affinity Analysis?
Affinity analysis is a data mining and analysis technique designed to identify co-occupancy relationships between activities performed by specific groups or individuals. Thus, affinity analysis can be applied to processes where the identification of agents is unique and information about activities can be recorded. In reality, affinity analysis is mainly used for shopping cart analysis, where retailers learn about customer behavior in relation to their purchases. In addition, such an analysis helps with up-selling and cross-selling, in addition to supporting customer loyalty programs, sales promotions, discount plans and even the design of stores.
Affinity analysis essentially involves the process of finding connections between different objects based on the person's view of those objects. Affinity analysis is used to examine patterns and behavior among customers to determine links in purchases. The most basic example of this is that of a shampoo and a conditioner: while these two elements are different from one another, a buyer creates a connection between them because they are used at the same time.
The first step in affinity analysis is to identify the subject that can be defined under certain conditions. The next step is to observe and then record the habits of this topic. When shooting, certain patterns are created that can be used to make connections. Affinity analysis is mainly used in marketing and sociology to understand relationships between events that are related but not directly related to one another.