我们在访问一些销售网站时,常常会碰上这种情况:浏览某商品信息的同时,网页上会打出促销广告,购买此商品加另一商品可以享受折扣,就像下面图片中的那样。
实现这种功能关键步骤是找到商品间的关联规则——我们会向购买了童车的客户推荐儿童玩具,而不会推荐汽车这种与童车毫不相干的商品。不过一个超市或网站上通常会销售上千种商品,通过人去识别商品相关性是不可能的,所以要使用计算机进行模式识别,计算机找到的规则有些是可预知的,但未知的规则更有意思,比较经典的是沃尔玛的尿布和啤酒故事(也有人说这个案例是编造的)。
这里我做了个购物页面,模拟一个交叉销售的过程。
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页面上方有两个列表,左边的列出了可供客户选购的商品,客户选中了某个商品后加入到右边的购物篮列表,同时下方的单选列表,询问客户是否愿意再选购一个商品和当前的商品一起打包购买,打包购买可以享受折扣。
要做的工作很简单,在SQL Server中使用样本数据库AdventureWorksDW建立一个关联规则挖掘模型(这部分在SQL Server 2005联机丛书中有详细的教程),部署模型后,在网页的后台代码中通过ADOMD.NET查询关联模型,预测可能实现交叉销售的商品。查询挖掘模型需要使用Microsoft.AnalysisServices.AdomdClient命名空间,其中包含与Analysis Services对话的客户端对象AdomdConnection用于连接SSAS数据库,AdomdCommand用于执行DMX查询,查询返回AdomdDataReader对象保存查询结果,有了查询结果就知道客户可能会打包购买哪些商品。
使用AdventureWorksDW数据库中的视图vAssocSeqLineItems和vAssocSeqOrders建立挖掘模型。这两个视图,一个是订单数据,一个是订单明细行数据。应用Microsoft_Association_Rules算法,因为只要两个商品打包销售,将算法参数Maximun_Itemset_Size改成2。模型训练后就可以得到各种关联规则,例如图中第一行规则:购买了Touring Tire Tube同时可能会购买Touring Tire
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设计一个页面,很简单,四个Label,两个ListBox,三个Button,一个RadioButtonList,一个SqlDataSource
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页面代码如下:
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<%@ Page Language="VB" AutoEventWireup="false" CodeFile="Default.aspx.vb" Inherits="_Default" %>
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<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd">
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<html xmlns="http://www.w3.org/1999/xhtml" >
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<head runat="server">
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<title>无标题页</title>
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</head>
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<body>
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<form id="form1" runat="server">
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<div>
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<asp:Label ID="Label1" runat="server" Height="1px" Text="选择您想要的商品"
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Width="200px" style="z-index: 108; left: 10px; position: absolute; top: 15px"></asp:Label>
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<asp:Label ID="Label2" runat="server" Height="1px" Style="left: 270px;
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position: absolute; top: 15px; z-index: 101;" Text="您已选购的商品" Width="270px"></asp:Label><br />
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<br />
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<asp:ListBox ID="ListBox1" runat="server" DataSourceID="AdventureWorksDW"
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DataTextField="Model" DataValueField="Model" Height="353px" Width="200px" style="z-index: 102; left: 10px; position: absolute; top: 53px"></asp:ListBox>
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<asp:ListBox ID="ListBox2" runat="server" Height="353px" Style="z-index: 103; left: 270px;
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position: absolute; top: 53px" Width="270px" AutoPostBack="True"></asp:ListBox>
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<asp:Button ID="Button1" runat="server" Font-Bold="True" Font-Size="16pt" Style="left: 218px;
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position: absolute; top: 160px; z-index: 104;" Text=">" Width="41px" Height="41px" />
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<asp:Button ID="Button2" runat="server" Font-Bold="True" Font-Size="16pt" Style="left: 218px;
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position: absolute; top: 221px; z-index: 105;" Text="<" Width="41px" Height="41px" />
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<asp:SqlDataSource ID="AdventureWorksDW" runat="server" ConnectionString="Data Source=127.0.0.1;Initial Catalog=AdventureWorksDW;Integrated Security=True"
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ProviderName="System.Data.SqlClient"
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SelectCommand="SELECT DISTINCT Model FROM vAssocSeqLineItems"></asp:SqlDataSource>
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</div>
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<asp:Panel ID="Panel1" runat="server" BorderStyle="None" BorderWidth="1px" Enabled="False"
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Height="182px" Style="z-index: 106; left: 10px; position: absolute; top: 420px"
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Width="380px">
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<asp:Label ID="Label3" runat="server" Height="62px" Style="z-index: 100; left: 6px;
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position: absolute; top: 3px" Text="您可以捆绑购买下面的一种商品,捆绑购买将享受9折优惠" Width="370px"></asp:Label>
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<asp:RadioButtonList ID="RadioButtonList1" runat="server" Height="71px" RepeatLayout="Flow"
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Style="z-index: 101; left: 6px; position: absolute; top: 72px" Width="370px">
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</asp:RadioButtonList>
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<asp:Button ID="Button3" runat="server" Style="z-index: 103; left: 6px; position: absolute;
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top: 151px" Text="确定" Width="370px" />
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</asp:Panel>
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<asp:Label ID="Label4" runat="server" Height="50px" Style="z-index: 107; left: 10px;
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position: absolute; top: 610px" Width="380px" Font-Size="12pt"></asp:Label>
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</form>
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</body>
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</html>
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向项目中添加Microsoft.AnalysisServices.AdomdClient引用,然后写后台代码:
1
Imports Microsoft.AnalysisServices.AdomdClient
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Partial Class _Default
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Inherits System.Web.UI.Page
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'客户向订单中加入一种商品
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Protected Sub Button1_Click(ByVal sender As Object, ByVal e As System.EventArgs) Handles Button1.Click
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Me.line += 1 '增加订单中行数
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Dim newPackage As Package = New Package(Me.ListBox1.SelectedItem.Text)
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Me.order.Add(newPackage, line.ToString, , ) '单据中加入一商品包
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Me.selectedLine = Me.line '指定当前加入的行作为挖掘模型查询行
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Me.ListBox2.Items.Add(New ListItem(newPackage.name, line.ToString)) '加入已购商品列表
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Me.generateSelectionList() '查询挖掘模型,产生供客户选购的打包商品
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End Sub
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'客户从已购商品列表中删除一行
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Protected Sub Button2_Click(ByVal sender As Object, ByVal e As System.EventArgs) Handles Button2.Click
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Me.selectedLine = 0
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Me.Panel1.Enabled = False
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Dim removedLine As String = Me.ListBox2.SelectedValue
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Me.ListBox2.Items.Remove(Me.ListBox2.SelectedItem)
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Me.order(removedLine).removed = True
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End Sub
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'客户在已购列表中选择一行,如果此行的包只有一件商品,产生供客户选购的打包商品
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Protected Sub ListBox2_SelectedIndexChanged(ByVal sender As Object, ByVal e As System.EventArgs) Handles ListBox2.SelectedIndexChanged
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If Me.order(Me.ListBox2.SelectedValue).models.count = 1 Then
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Me.Panel1.Enabled = True
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Me.selectedLine = CType(Me.ListBox2.SelectedValue, Integer)
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Me.generateSelectionList()
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Else
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Me.Panel1.Enabled = False
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End If
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End Sub
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'客户从单选列表中选中一个商品,将选中商品加入包中
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Protected Sub Button3_Click(ByVal sender As Object, ByVal e As System.EventArgs) Handles Button3.Click
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If Me.RadioButtonList1.SelectedIndex <> -1 AndAlso Me.order(Me.selectedLine.ToString).models.count = 1 Then
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Me.Panel1.Enabled = False
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CType(Me.order(Me.selectedLine), Package).models.Add(Me.RadioButtonList1.SelectedItem.Text)
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CType(Me.order(Me.selectedLine), Package).discount = 9
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Me.ListBox2.Items.FindByValue(Me.selectedLine.ToString).Text = CType(Me.order(Me.selectedLine), Package).name
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End If
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End Sub
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'查询挖掘模型,在单选列表控件产生供客户选择的商品
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Private Sub generateSelectionList()
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If Me.selectedLine <> 0 Then
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Dim cnDataSource As String = ""
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Dim cnPassword As String = "xxxxxx"
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Dim cnUserId As String = "cheney"
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Dim cnInitialCatalog As String = "test"
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Dim cnLocation As String = "127.0.0.1"
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Dim cnMiningModel As String = "v Assoc Seq Orders"
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Dim cnNestedTable As String = "v Assoc Seq Line Items"
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Dim cnString As String = Me.getCnString(cnDataSource, cnPassword, cnUserId, cnInitialCatalog, cnLocation)
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Dim cmdText As String = Me.getCmdText(cnMiningModel, cnNestedTable)
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Dim cn As AdomdConnection = New AdomdConnection(cnString)
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Dim cmd As AdomdCommand = cn.CreateCommand
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cmd.CommandText = cmdText
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cmd.Parameters.Add("ProductModel", Me.order(Me.selectedLine.ToString).models(1).ToString)
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Dim Reader As AdomdDataReader
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cn.Open()
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Try
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Reader = cmd.ExecuteReader()
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Catch ex As Exception
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Me.Panel1.Enabled = False
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Me.Label4.Text = ex.Message
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Exit Sub
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End Try
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Reader.Read()
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Dim nestedReader As AdomdDataReader = Reader.GetDataReader(0)
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Me.RadioButtonList1.Items.Clear()
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While nestedReader.Read
75
Me.RadioButtonList1.Items.Add(nestedReader(0))
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End While
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cn.Close()
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Me.Label3.Text = "您已经购买了" + Me.order(Me.selectedLine.ToString).models(1) + ",您可以捆绑购买下面一种商品,且享受9折优惠"
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Me.Panel1.Enabled = True
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End If
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End Sub
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'获取数据挖掘连接字符串
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Private Function getCnString(ByVal dataSource As String, ByVal password As String, ByVal userId As String, ByVal initialCatalog As String, ByVal location As String) As String
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Dim conxtString As String = ""
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If dataSource = "" OrElse IsNothing(dataSource) Then
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conxtString += ""
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Else
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conxtString += "Data Source=" + dataSource + ";"
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End If
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If password = "" OrElse IsNothing(password) Then
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conxtString += ""
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Else
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conxtString += "Password=" + password + ";"
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End If
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If userId = "" OrElse IsNothing(userId) Then
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conxtString += ""
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Else
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conxtString += "User ID=" + userId + ";"
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End If
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If initialCatalog = "" OrElse IsNothing(initialCatalog) Then
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conxtString += ""
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Else
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conxtString += "Initial Catalog=" + initialCatalog + ";"
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End If
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If location = "" OrElse IsNothing(location) Then
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conxtString += ""
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Else
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conxtString += "Location=" + location
110
End If
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Return conxtString
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End Function
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'获取DMX查询语句
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Private Function getCmdText(ByVal miningModel As String, ByVal nestedTable As String) As String
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Return "select predictassociation([" + miningModel + "].[" + nestedTable + "],exclusive,3,$adjustedprobability) from [" + miningModel + "] prediction Join (select (select @ProductModel as [Model]) as Product) as t on t.product.[Model]=[" + miningModel + "].[" + nestedTable + "].[Model]"
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End Function
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Public Sub on_load(ByVal sender As Object, ByVal e As EventArgs) Handles Me.Load
120
If Me.IsPostBack = False Then
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Me.order = New Collection
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Me.line = 0
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Me.selectedLine = 0
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End If
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End Sub
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'订单中的行数,一行代表一个商品销售包
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Property line() As Integer
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Get
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Return Me.ViewState("line")
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End Get
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Set(ByVal value As Integer)
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If IsNothing(Me.ViewState("line")) Then
134
Me.ViewState.Add("line", value)
135
Else
136
Me.ViewState("line") = value
137
End If
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End Set
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End Property
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'用于查询挖掘模型的订单中的行。将查询数据挖掘模型中,在购买了此行的包中商品后,客户还可能购买哪些商品
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Property selectedLine() As Integer
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Get
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Return Me.ViewState("selectedLine")
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End Get
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Set(ByVal value As Integer)
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If IsNothing(Me.ViewState("selectedLine")) Then
148
Me.ViewState.Add("selectedLine", value)
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Else
150
Me.ViewState("selectedLine") = value
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End If
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End Set
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End Property
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'订单中包括多行,每一行代表一个销售包,包中含有多个商品。多个商品可以打包销售,也可以单独销售,如果单独销售,包中只有一个商品
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Property order() As Collection
157
Get
158
Return Me.ViewState("order")
159
End Get
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Set(ByVal value As Collection)
161
If IsNothing(Me.ViewState("order")) Then
162
Me.ViewState.Add("order", value)
163
Else
164
Me.ViewState("order") = value
165
End If
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End Set
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End Property
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End Class
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'商品可以打包销售,包中有多个商品
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<Serializable()> _
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Class Package
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Public ReadOnly Property name() As String '包的名称,格式是:“商品型号名 + 商品型号名,折扣”
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Get
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Dim v As String = ""
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For i As Integer = 1 To Me.models.Count
177
If i = 1 Then
178
v += models(i)
179
Else
180
v += " + " + models(i)
181
End If
182
Next
183
If Me.discount <> 10 Then
184
v += " , " + Me.discount.ToString + "折"
185
End If
186
Return v
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End Get
188
End Property
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Public discount As Integer '折扣
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Public removed As Boolean '包从已选商品列表中删除标识
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Public models As Collection '商品型号集合
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Public Sub New(ByVal firstModel As String)
193
Me.models = New Collection
194
Me.models.Add(firstModel)
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Me.discount = 10
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Me.removed = False
197
End Sub
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End Class
总结:从代码中可以看出Adomd与Ado在查询方面的使用方法区别不大,关键是对于OLE DB for DM中嵌套表及DMX的理解。我这里仅仅是简单的实践而已,实际环境中的就不可能这么简单,商务网站一般不会是在客户选择了一件商品后就打折促销,而是等客户选购完他需要的商品后,再将其他商品打折推销给客户;另外对复杂的挖掘模型查询是非常费时的,代码中还需要考虑线程异步的问题。
RDBMS:Oracle
OLAP server: SQL Server
ETL: Power mart
展现工具: BO