Marketing campaigns can be enhanced by using cross-sell and upsell analysis. These analyses tell you which additional item D, E or J is most likely to be sold with item A, B, or C.
These analyses are based on association rules which yield a Lift Ratio. Lift ratios above 1.0 suggest the rule is worthwhile.
Cross-sell and upsell analysis, through the use of association rules, can inform you of the next best offer to suggest to a customer.