Data Mining:

Concepts and Techniques

(3rd ed.)

— Chapter 1 —

1
 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

2
 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

4
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?

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What Is Data Mining?

■ Alternative names
■ Knowledge discovery (mining) in
databases (KDD), knowledge extraction,
data/pattern analysis, information
harvesting, business intelligence, etc.
■ Watch out: Is everything “data mining”?
■ Simple search and query processing
■ (Deductive) expert systems

6
 Knowledge Discovery (KDD) Process
■ This is a view from typical database
systems and data warehousing
Pattern Evaluation
communities
■ Data mining plays an essential role in
the knowledge discovery process
Data Mining

Task-relevant Data

Data Warehouse Selection

Data Cleaning

Data Integration

Databases
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 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 Typical View from ML and
Statistics

Input Data Data Data Post-Proce

Pre-Processin Mining ssing
g

Data integration Pattern discovery Pattern evaluation

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

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

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 Which View Do You Prefer?
■ 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

12
 Multi-Dimensional View of Data Mining
■ Data to be mined
■ Database data (extended-relational, object-oriented, heterogeneous,
legacy), 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, etc.
■ 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, text mining, Web mining, etc.
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 Chapter 1. Introduction (Week 2)
■ 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 (Week 2)
■ 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

16
Data Mining Function: (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)
Figure: multidimensional
■ Multidimensional concept description: data cube, commonly used
for data warehousing
Characterization and discrimination
■ Generalize, summarize, and contrast data
characteristics, e.g., dry vs. wet region

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Data Mining Function: (2) Association and
Correlation Analysis
■ Frequent patterns (or frequent itemsets)
■ What items are frequently purchased together in your
Walmart?
■ Association, correlation vs. causality
■ 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 Function: (3) Classification
■ Classification and label prediction
■ Construct models (functions) based on some training examples
■ Describe and distinguish classes or concepts for future prediction
■ E.g., classify countries based on (climate), or 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 Function: (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 Function: (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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 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., first buy digital camera, then buy large SD 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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 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

Pattern
Machine Statistics
Recogniti
Learning
on

Applicati Data Visualizat

ons Mining ion

Algorith Database High-Perfor

m Technolo mance
gy 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

28
 Applications of Data Mining
■ Web page analysis: from web page classification, clustering to
PageRank & HITS algorithms
■ Collaborative analysis & recommender systems
■ Basket data analysis to targeted marketing
■ Biological and medical data analysis: classification, cluster analysis
(microarray data analysis), biological sequence analysis, biological
network analysis
■ Data mining and software engineering
■ From major dedicated data mining systems/tools (e.g., SAS, MS
SQL-Server Analysis Manager, Oracle Data Mining Tools) to invisible
data mining

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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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* Data Mining: Concepts and Techniques
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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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 A Brief History of Data Mining Society

■ 1989 IJCAI Workshop on Knowledge Discovery in Databases

■ Knowledge Discovery in Databases (G. Piatetsky-Shapiro and W. Frawley, 1991)
■ 1991-1994 Workshops on Knowledge Discovery in Databases
■ Advances in Knowledge Discovery and Data Mining (U. Fayyad, G.
Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy, 1996)
■ 1995-1998 International Conferences on Knowledge Discovery in Databases and Data
Mining (KDD’95-98)
■ Journal of Data Mining and Knowledge Discovery (1997)
■ ACM SIGKDD conferences since 1998 and SIGKDD Explorations
■ More conferences on data mining
■ PAKDD (1997), PKDD (1997), SIAM-Data Mining (2001), (IEEE) ICDM (2001),
WSDM (2008), etc.
■ ACM Transactions on KDD (2007)

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 Conferences and Journals on Data Mining

■ KDD Conferences ■ Other related conferences

■ ACM SIGKDD Int. Conf. on Knowledge ■ DB conferences: ACM SIGMOD,
Discovery in Databases and Data
VLDB, ICDE, EDBT, ICDT, …
Mining (KDD)
■ Web and IR conferences: WWW,
■ SIAM Data Mining Conf. (SDM)
SIGIR, WSDM
■ (IEEE) Int. Conf. on Data Mining
(ICDM) ■ ML conferences: ICML, NIPS
■ European Conf. on Machine Learning ■ PR conferences: CVPR,
and Principles and practices of ■ Journals
Knowledge Discovery and Data ■ Data Mining and Knowledge
Mining (ECML-PKDD)
Discovery (DAMI or DMKD)
■ Pacific-Asia Conf. on Knowledge
Discovery and Data Mining (PAKDD) ■ IEEE Trans. On Knowledge and
Data Eng. (TKDE)
■ Int. Conf. on Web Search and Data
Mining (WSDM) ■ KDD Explorations
■ ACM Trans. on KDD

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Where to Find References? DBLP, CiteSeer, Google

■ Data mining and KDD (SIGKDD: CDROM)

■ Conferences: ACM-SIGKDD, IEEE-ICDM, SIAM-DM, PKDD, PAKDD, etc.
■ Journal: Data Mining and Knowledge Discovery, KDD Explorations, ACM TKDD
■ Database systems (SIGMOD: ACM SIGMOD Anthology—CD ROM)
■ Conferences: ACM-SIGMOD, ACM-PODS, VLDB, IEEE-ICDE, EDBT, ICDT, DASFAA
■ Journals: IEEE-TKDE, ACM-TODS/TOIS, JIIS, J. ACM, VLDB J., Info. Sys., etc.
■ AI & Machine Learning
■ Conferences: Machine learning (ML), AAAI, IJCAI, COLT (Learning Theory), CVPR, NIPS, etc.
■ Journals: Machine Learning, Artificial Intelligence, Knowledge and Information Systems, IEEE-PAMI,
etc.
■ Web and IR
■ Conferences: SIGIR, WWW, CIKM, etc.
■ Journals: WWW: Internet and Web Information Systems,
■ Statistics
■ Conferences: Joint Stat. Meeting, etc.
■ Journals: Annals of statistics, etc.
■ Visualization
■ Conference proceedings: CHI, ACM-SIGGraph, etc.
■ Journals: IEEE Trans. visualization and computer graphics, etc.

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