Market Basket Analysis is a data analysis technique used in data mining and business intelligence to uncover associations between products or items that are frequently purchased or used together. It is primarily applied in retail and e-commerce but has applications in various industries.

The main goal of Market Basket Analysis is to understand customer behavior, improve sales strategies, and enhance the shopping experience. It does this by identifying patterns and relationships between products in a transaction or dataset. 

The insights gained from Market Basket Analysis can be used to optimize product placement, recommend related products, design marketing campaigns, and improve inventory management. For example, it can help retailers arrange products on shelves in a way that encourages customers to buy complementary items, leading to increased sales and customer satisfaction.

In this video, we explore Market Basket Analysis using SQL.