Amazon product recommendations and Netflix movie suggestions both utilize Market Basket Analysis, a robust tool for converting extensive customer transaction and viewing data into concise guidelines for product promotion and recommendation. This course aims to equip you with the knowledge and skills to effectively conduct Market Basket Analysis using the Apriori algorithm, standard and customized metrics, association rules, aggregation and pruning techniques, and visualization methods. Throughout the course, you will engage in interactive exercises that allow you to apply your newly acquired skills. These exercises will involve creating recommendations for various businesses, including a small grocery store, a library, an e-book seller, a novelty gift retailer, and a movie streaming service. By undertaking these exercises, you will uncover valuable insights that can enhance the quality of recommendations provided to customers. In summary, this course offers a comprehensive understanding of Market Basket Analysis and its practical application in improving product recommendations. By mastering the techniques and concepts covered, you will be equipped to optimize recommendation systems for diverse businesses.