Riggs Eckelberry's OF INTEREST

Of Interest: Diapers and Beer Correlation

You may have heard the story about how someone figured out that both diapers and beer were being purchased in the same store visit, which caused the retailer to re-shelve them together... a win for data mining!

Only problem is, I've yet to SEE diapers and beer next to each other in stores, and, sure enough, here is the real story (thanks to Ed Rigdon for posting this to the Market-Electronic Research list):
Article Link
According to Rao, this old chestnut, about getting increased sales by merchandising diapers and beer together--a well-known story in the data mining field--is no more true than the story about subliminal Coca-Cola advertising increasing Coke sales at a New Jersey theatre.

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