IS414: Data Mining

Dr.Waleed M.Ead
waleedead@hotmail.com

IS414: Data Mining

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 Course outline
 Textbook
 Jiawei Han, Micheline Kamber and Jian Pei, Data Mining: Concepts and Techniques
(3rd ed), Morgan Kaufmann, 2012.
 Shmueli, Galit, et al. Data mining for business analytics: concepts, techniques, and
applications in R. John Wiley & Sons, 2017.
 Witten, Ian H., et al. Data Mining: Practical machine learning tools and
techniques. Morgan Kaufmann, 2016.
 Lecture and lab attendance is critical

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 IS414: Data Mining

Chapter 1. Introduction

IS414: Data Mining

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 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kinds of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Kinds of Technologies Are Used?
 What Kinds of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary
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 Why Data Mining?
 The Explosive Growth of Data: from terabytes to petabytes
 Data collection and data availability
 Automated data collection tools, database systems, Web, computerized society
 Major sources of abundant data
 Business: Web, e-commerce, transactions, stocks, …
 Science: Remote sensing, bioinformatics, scientific simulation, …
 Society and everyone: news, digital cameras, YouTube
 We are drowning in data, but starving for knowledge!
 “Necessity is the mother of invention”—Data mining—Automated analysis of
massive data sets

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 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kinds of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Kinds of Technologies Are Used?
 What Kinds of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary
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 What Is Data Mining?
 Data mining (knowledge discovery from data)
 Extraction of interesting (non-trivial, implicit, previously unknown and
potentially useful) patterns or knowledge from huge amount of data
 Data mining: a misnomer?
 Alternative names
 Knowledge discovery (mining) in databases (KDD), knowledge extraction,
data/pattern analysis, data archeology, data dredging, information
harvesting, business intelligence, etc.
 Watch out: Is everything “data mining”?
 Simple search and query processing
 (Deductive) expert systems
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 Knowledge Discovery (KDD) Process
 This is a view from typical database systems
and data warehousing communities Pattern Evaluation

 Data mining plays an essential role in the

knowledge discovery process Data Mining

Task-relevant Data

Data Warehouse Selection

Data Cleaning

Data Integration

8 Databases
 Example: A Web Mining Framework
 Web mining usually involves
 Data cleaning
 Data integration from multiple sources
 Warehousing the data
 Data cube construction
 Data selection for data mining
 Data mining
 Presentation of the mining results
 Patterns and knowledge to be used or stored into knowledge-base
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 Data Mining in Business Intelligence
Increasing potential
to support
business decisions End User
Decision
Making

Data Presentation Business

Analyst
Visualization Techniques
Data Mining Data
Information Discovery Analyst

Data Exploration
Statistical Summary, Querying, and
Reporting
Data Preprocessing/Integration, Data Warehouses
DBA
Data Sources
Paper, Files, Web documents, Scientific experiments, Database Systems
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 KDD Process: A View from ML and Statistics

Input Data Data Pre- Data Post-

Processing Mining Processing

Data integration Pattern discovery Pattern evaluation

Classification Pattern selection
Normalization
Clustering Pattern interpretation
Feature selection
Outlier analysis
Dimension reduction Pattern visualization
…………

 This is a view from typical machine learning and statistics communities

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 Data Mining vs. Data Exploration
 Which view do you prefer?
 KDD vs. ML/Stat. vs. Business Intelligence
 Depending on the data, applications, and your focus

 Data Mining vs. Data Exploration

 Business intelligence view
 Warehouse, data cube, reporting but not much mining
 Business objects vs. data mining tools
 Supply chain example: mining vs. OLAP vs. presentation tools
 Data presentation vs. data exploration

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 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kinds of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Kinds of Technologies Are Used?
 What Kinds of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary
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 Multi-Dimensional View of Data Mining
 Data to be mined
 Database data (extended-relational, object-oriented, heterogeneous), data warehouse,
transactional data, stream, spatiotemporal, time-series, sequence, text and web, multi-
media, graphs & social and information networks
 Knowledge to be mined (or: Data mining functions)
 Characterization, discrimination, association, classification, clustering, trend/deviation,
outlier analysis, …
 Descriptive vs. predictive data mining
 Multiple/integrated functions and mining at multiple levels
 Techniques utilized
 Data-intensive, data warehouse (OLAP), machine learning, statistics, pattern recognition,
visualization, high-performance, etc.
 Applications adapted
 Retail, telecommunication, banking, fraud analysis, bio-data mining, stock market analysis,
14 text mining, Web mining, etc.
 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kinds of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Kinds of Technologies Are Used?
 What Kinds of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary
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 Data Mining: On What Kinds of Data?
 Database-oriented data sets and applications
 Relational database, data warehouse, transactional database
 Object-relational databases, Heterogeneous databases and legacy databases
 Advanced data sets and advanced applications
 Data streams and sensor data
 Time-series data, temporal data, sequence data (incl. bio-sequences)
 Structure data, graphs, social networks and information networks
 Spatial data and spatiotemporal data
 Multimedia database
 Text databases
 The World-Wide Web
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 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kinds of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Kinds of Technologies Are Used?
 What Kinds of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary
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 Data Mining Functions: (1) Generalization
 Information integration and data warehouse construction
 Data cleaning, transformation, integration, and
multidimensional data model
 Data cube technology
 Scalable methods for computing (i.e., materializing)
multidimensional aggregates
 OLAP (online analytical processing)
 Multidimensional concept description: Characterization
and discrimination
 Generalize, summarize, and contrast data
characteristics, e.g., dry vs. wet region
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 Data Mining Functions: (2) Pattern Discovery
 Frequent patterns (or frequent itemsets)
 What items are frequently purchased together in your Walmart?
 Association and Correlation Analysis

 A typical association rule

 Diaper  Beer [0.5%, 75%] (support, confidence)
 Are strongly associated items also strongly correlated?
 How to mine such patterns and rules efficiently in large datasets?
 How to use such patterns for classification, clustering, and other applications?
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 Data Mining Functions: (3) Classification
 Classification and label prediction
 Construct models (functions) based on some training examples
 Describe and distinguish classes or concepts for future prediction
 Ex. 1. Classify countries based on (climate)
 Ex. 2. Classify cars based on (gas mileage)
 Predict some unknown class labels
 Typical methods
 Decision trees, naïve Bayesian classification, support vector machines, neural
networks, rule-based classification, pattern-based classification, logistic
regression, …
 Typical applications:
 Credit card fraud detection, direct marketing, classifying stars, diseases, web-
pages, …
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 Data Mining Functions: (4) Cluster Analysis
 Unsupervised learning (i.e., Class label is
unknown)
 Group data to form new categories (i.e.,
clusters), e.g., cluster houses to find
distribution patterns
 Principle: Maximizing intra-class similarity
& minimizing interclass similarity
 Many methods and applications

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 Data Mining Functions: (5) Outlier Analysis
 Outlier analysis
 Outlier: A data object that does not comply with the
general behavior of the data
 Noise or exception?―One person’s garbage could be
another person’s treasure
 Methods: by product of clustering or regression analysis, …
 Useful in fraud detection, rare events analysis

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 Data Mining Functions: (6) Time and Ordering:
Sequential Pattern, Trend and Evolution Analysis
 Sequence, trend and evolution analysis
 Trend, time-series, and deviation analysis
 e.g., regression and value prediction
 Sequential pattern mining
 e.g., buy digital camera, then buy large memory cards
 Periodicity analysis
 Motifs and biological sequence analysis
 Approximate and consecutive motifs
 Similarity-based analysis
 Mining data streams
 Ordered, time-varying, potentially infinite, data streams

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 Data Mining Functions: (7) Structure and
Network Analysis
 Graph mining
 Finding frequent subgraphs (e.g., chemical compounds), trees (XML),
substructures (web fragments)
 Information network analysis
 Social networks: actors (objects, nodes) and relationships (edges)
 e.g., author networks in CS, terrorist networks
 Multiple heterogeneous networks
 A person could be multiple information networks: friends, family, classmates, …
 Links carry a lot of semantic information: Link mining
 Web mining
 Web is a big information network: from PageRank to Google
 Analysis of Web information networks
 Web community discovery, opinion mining, usage mining, …
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 Evaluation of Knowledge
 Are all mined knowledge interesting?
 One can mine tremendous amount of “patterns”
 Some may fit only certain dimension space (time, location, …)
 Some may not be representative, may be transient, …
 Evaluation of mined knowledge → directly mine only interesting knowledge?
 Descriptive vs. predictive
 Coverage
 Typicality vs. novelty
 Accuracy
 Timeliness

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 …
 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kinds of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Kinds of Technologies Are Used?
 What Kinds of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary
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 Data Mining: Confluence of Multiple Disciplines

Machine Pattern
Statistics
Learning Recognition

Applications Data Mining Visualization

Database High-Performance
Algorithm
Technology Computing

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 Why Confluence of Multiple Disciplines?
 Tremendous amount of data
 Algorithms must be scalable to handle big data
 High-dimensionality of data
 Micro-array may have tens of thousands of dimensions
 High complexity of data
 Data streams and sensor data
 Time-series data, temporal data, sequence data
 Structure data, graphs, social and information networks
 Spatial, spatiotemporal, multimedia, text and Web data
 Software programs, scientific simulations
 New and sophisticated applications

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 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kinds of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Kinds of Technologies Are Used?
 What Kinds of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary
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 Applications of Data Mining
 Web page analysis: classification, clustering, ranking
 Collaborative analysis & recommender systems
 Basket data analysis to targeted marketing
 Biological and medical data analysis
 Data mining and software engineering
 Data mining and text analysis
 Data mining and social and information network analysis
 Built-in (invisible data mining) functions in Google, MS, Yahoo!, Linked, Facebook, …
 Major dedicated data mining systems/tools
 SAS, MS SQL-Server Analysis Manager, Oracle Data Mining Tools)
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 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kinds of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Kinds of Technologies Are Used?
 What Kinds of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary
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 Major Issues in Data Mining (1)
 Mining Methodology
 Mining various and new kinds of knowledge
 Mining knowledge in multi-dimensional space
 Data mining: An interdisciplinary effort
 Boosting the power of discovery in a networked environment
 Handling noise, uncertainty, and incompleteness of data
 Pattern evaluation and pattern- or constraint-guided mining
 User Interaction
 Interactive mining
 Incorporation of background knowledge
 Presentation and visualization of data mining results
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 Major Issues in Data Mining (2)
 Efficiency and Scalability
 Efficiency and scalability of data mining algorithms
 Parallel, distributed, stream, and incremental mining methods
 Diversity of data types
 Handling complex types of data
 Mining dynamic, networked, and global data repositories
 Data mining and society
 Social impacts of data mining
 Privacy-preserving data mining
 Invisible data mining
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 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kinds of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Kinds of Technologies Are Used?
 What Kinds of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary
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 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kinds of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Kinds of Technologies Are Used?
 What Kinds of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary
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 Summary
 Data mining: Discovering interesting patterns and knowledge from massive amount
of data
 A natural evolution of science and information technology, in great demand, with
wide applications
 A KDD process includes data cleaning, data integration, data selection,
transformation, data mining, pattern evaluation, and knowledge presentation
 Mining can be performed in a variety of data
 Data mining functionalities: characterization, discrimination, association,
classification, clustering, trend and outlier analysis, etc.
 Data mining technologies and applications
 Major issues in data mining
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