This short video shows how you can perform a simple affinity analysis using IBM SPSS Modeler. Affinity analysis can be used to understand interconnected relationships between key factors. For example, in retail it can be used to perform basket analysis, whereby retailers can identify which products are most commonly purchased together by customers in a single transaction or over a given period time. This information can then be used as the basis for ‘next-best action’ recommendations as part of initiatives to drive increased cross-selling, new promotions, loyalty programs or new store layouts.
