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MBA is an ML approach that reveals the associations between products and identifies products that tend to be purchased frequently together. For example, if a burger shop has four transactions in a specified time period, we can apply MBA to identify some rules (Figure 1A). If a customer purchases a burger, we can recommend fries to the customer. If customers have bought both burgers and fries, we can recommend soda to them. Because Dell Technologies stores historical order data about which devices and service products have been purchased or are being purchased, we can apply MBA to this data to derive association rules and make corresponding recommendations (Figure 1B).