The subject invention leverages scaleable itemsets and/or association rules to provide dynamic adjustment of memory usage. This allows the subject invention to provide association rules and/or itemsets with the highest support while utilizing a bounded amount of memory. Thus, a data analysis system and/or method utilizing the subject invention can self-adjust to provide the best association rules and/or itemsets based on available system resources. One instance of the subject invention employs dynamically adjustable minimum support values for data itemsets and/or association rules to facilitate in compensating for memory availability. In yet another instance of the subject invention a prefix tree data structure is utilized to facilitate in constructing itemsets. Memory utilization is then adjusted via pruning and/or reallocation of counter vectors and/or pointer vectors and/or reallocation of nodes of the prefix tree data structure for scaleable data itemsets and/or association rules.