Then there is Daniel J. Power's "What is the "true story" (in DSS News, D. J. Power, November 10, 2002), about using data mining to identify a relation between sales of beer and diapers?",
"In 1992, Thomas Blischok, manager of a retail consulting group at Teradata, and his staff prepared an analysis of 1.2 million market baskets from about 25 Osco Drug stores. Database queries were developed to identify affinities. The analysis "did discover that between 5:00 and 7:00 p.m. that consumers bought beer and diapers". Osco managers did NOT exploit the beer and diapers relationship by moving the products closer together on the shelves. This decision support study was conducted using query tools to find an association. The true story is very bland compared to the legend."
- The beer and nappy revolution; Focus.(Features). (1996-06-05). In The Times (London, England). 43.