Chapter 1.

Introduction

 Motivation: Why data mining?

 What is data mining?
 Data Mining: On what kind of data?
 Data mining functionality
 Classification of data mining systems
 Top-10 most popular data mining algorithms
 Major issues in data mining
 Overview of the course

December 8, 2021 Data Mining: Concepts and Techniques 1

 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

December 8, 2021 Data Mining: Concepts and Techniques 2

 Evolution of Sciences
 Before 1600, empirical science
 1600-1950s, theoretical science
 Each discipline has grown a theoretical component. Theoretical models often
motivate experiments and generalize our understanding.
 1950s-1990s, computational science
 Over the last 50 years, most disciplines have grown a third, computational branch
(e.g. empirical, theoretical, and computational ecology, or physics, or linguistics.)
 Computational Science traditionally meant simulation. It grew out of our inability to
find closed-form solutions for complex mathematical models.
 1990-now, data science
 The flood of data from new scientific instruments and simulations
 The ability to economically store and manage petabytes of data online
 The Internet and computing Grid that makes all these archives universally accessible
 Scientific info. management, acquisition, organization, query, and visualization tasks
scale almost linearly with data volumes. Data mining is a major new challenge!
 Jim Gray and Alex Szalay, The World Wide Telescope: An Archetype for Online Science ,
Comm. ACM, 45(11): 50-54, Nov. 2002

December 8, 2021 Data Mining: Concepts and Techniques 3

 Evolution of Database Technology
 1960s:
 Data collection, database creation, IMS and network DBMS
 1970s:
 Relational data model, relational DBMS implementation
 1980s:
 RDBMS, advanced data models (extended-relational, OO, deductive, etc.)
 Application-oriented DBMS (spatial, scientific, engineering, etc.)
 1990s:
 Data mining, data warehousing, multimedia databases, and Web
databases
 2000s
 Stream data management and mining
 Data mining and its applications
 Web technology (XML, data integration) and global information systems

December 8, 2021 Data Mining: Concepts and Techniques 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?
 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

December 8, 2021 Data Mining: Concepts and Techniques 5

 Knowledge Discovery (KDD) Process

 Data mining—core of Pattern Evaluation

knowledge discovery
process
Data Mining

Task-relevant Data

Data Selection
Warehouse
Data Cleaning

Data Integration

Databases
December 8, 2021 Data Mining: Concepts and Techniques 6
CRISP-DM
CRISP-DM
CRISP-DM
 Six Sigma - DMAIC
Define. Concerned with the definition of project goals and
boundaries, and the identification of issues that need to be
addressed to achieve the higher sigma level.

Measure. Gather information about the current situation, to

obtain baseline data on current process performance, and to
identify problem areas.

Analyze. Identify the root cause(s) of quality problems, and

to confirm those causes using the appropriate data analysis
tools.

Improve. Implement solutions that address the problems

(root causes) identified during the previous (Analyze) phase.

Control. Evaluate and monitor the results of the previous

phase (Improve).
SEMMA
 Clear Goal of Analysis is Key

KDD Process: Clarity of analysis goal is implicit.

CRISP-DM: Business understanding.

Six Sigma: Define project goals and boundaries.

SEMMA: Clarity of analysis goal is implicit

 Clear Goal of Analysis is Key

“Would you tell me please, which way I ought to go from

here?” asked Alice.

“That depends a good deal on where you want to get to,”

said the Cat.

“I don’t much care where,” said Alice.

“Then, it doesn’t matter which way you go,” said the Cat.
 Business Intelligence

Business intelligence is the delivery of accurate, useful

information to the appropriate decision makers within
the necessary timeframe to support effective decision making.

Einstein’s First Two Rules of Work:

• Out of clutter find simplicity.

• From discord find harmony.

 Data Mining and 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
December 8, 2021 Data Mining: Concepts and Techniques 15
Three Keys of Effective Decision
Making
Specific Goals at Each
Organizational Level
Concrete Measures at Each
Organizational Level
Timing at Each Organizational
Level
 Data Mining: Confluence of Multiple Disciplines

Database
Technology Statistics

Machine Visualization
Learning Data Mining

Pattern
Recognition Other
Algorithms Disciplines

December 8, 2021 Data Mining: Concepts and Techniques 20

 Why Not Traditional Data Analysis?
 Tremendous amounts of data
 Algorithms must be highly scalable to handle such terabytes of 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 networks and multi-linked data
 Heterogeneous databases and legacy databases
 Spatial, spatiotemporal, multimedia, text and Web data
 Software programs, scientific simulations
 New and sophisticated applications

December 8, 2021 Data Mining: Concepts and Techniques 21

 Multi-Dimensional View of Data Mining
 Data to be mined
 Relational, data warehouse, transactional, stream, object-
oriented/relational, active, spatial, time-series, text, multi-media,
heterogeneous, legacy, WWW
 Knowledge to be mined
 Characterization, discrimination, association, classification, clustering,
trend/deviation, outlier analysis, etc.
 Multiple/integrated functions and mining at multiple levels
 Techniques utilized
 Database-oriented, data warehouse (OLAP), machine learning, statistics,
visualization, etc.
 Applications adapted
 Retail, telecommunication, banking, fraud analysis, bio-data mining, stock
market analysis, text mining, Web mining, etc.

December 8, 2021 Data Mining: Concepts and Techniques 22

 Data Mining: Classification Schemes

 General functionality
 Descriptive data mining
 Predictive data mining
 Different views lead to different classifications
 Data view: Kinds of data to be mined
 Knowledge view: Kinds of knowledge to be discovered
 Method view: Kinds of techniques utilized
 Application view: Kinds of applications adapted

December 8, 2021 Data Mining: Concepts and Techniques 23

 Data Mining: On What Kinds of Data?
 Database-oriented data sets and applications
 Relational database, data warehouse, transactional database
 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 multi-linked data
 Object-relational databases
 Heterogeneous databases and legacy databases
 Spatial data and spatiotemporal data
 Multimedia database
 Text databases
 The World-Wide Web

December 8, 2021 Data Mining: Concepts and Techniques 24

 Data Mining Functionalities
 Multidimensional concept description: Characterization and
discrimination
 Generalize, summarize, and contrast data characteristics, e.g.,
dry vs. wet regions
 Frequent patterns, association, correlation vs. causality
 Diaper  Beer [0.5%, 75%] (Correlation or causality?)
 Classification and prediction
 Construct models (functions) that 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 or missing numerical values

December 8, 2021 Data Mining: Concepts and Techniques 25

 Data Mining Functionalities (2)
 Cluster analysis
 Class label is unknown: Group data to form new classes, e.g.,

cluster houses to find distribution patterns

 Maximizing intra-class similarity & minimizing interclass similarity

 Outlier analysis
 Outlier: Data object that does not comply with the general behavior

of the data
 Noise or exception? Useful in fraud detection, rare events analysis

 Trend and evolution analysis

 Trend and deviation: e.g., regression analysis

 Sequential pattern mining: e.g., digital camera  large SD memory

 Periodicity analysis

 Similarity-based analysis

 Other pattern-directed or statistical analyses

December 8, 2021 Data Mining: Concepts and Techniques 26

 Major Issues in Data Mining
 Mining methodology
 Mining different kinds of knowledge from diverse data types, e.g., bio, stream,
Web
 Performance: efficiency, effectiveness, and scalability
 Pattern evaluation: the interestingness problem
 Incorporation of background knowledge
 Handling noise and incomplete data
 Parallel, distributed and incremental mining methods
 Integration of the discovered knowledge with existing one: knowledge fusion
 User interaction
 Data mining query languages and ad-hoc mining
 Expression and visualization of data mining results
 Interactive mining of knowledge at multiple levels of abstraction
 Applications and social impacts
 Domain-specific data mining & invisible data mining
 Protection of data security, integrity, and privacy

December 8, 2021 Data Mining: Concepts and Techniques 27

 Fallacies of Data Mining

Fallacy 1. There are data mining tools that we can turn loose on
our data repositories and use to find answers to our problems.

◦ Reality. There are no automatic data mining tools that will solve problems
mechanically “while you wait.” Rather, data mining is a process.

Fallacy 2. The data mining process is autonomous, requiring little

or no human oversight.

◦ Reality. The data mining process requires significant human interactivity at

each stage. Even after the model is deployed, the introduction of new data
often requires an updating of the model. Continuous quality monitoring and
other evaluative measures must be assessed by human analysts.

Fallacy 3. Data mining pays for itself quite quickly.

◦ Reality. The return rates vary, depending on the startup costs, analysis
personnel costs, data warehousing preparation costs, and so on.
 Fallacies of Data Mining (2)
Fallacy 4. Data mining software packages are intuitive and easy to
use.

◦ Reality. Ease of use varies, and data analysts must combine subject
matter knowledge with an analytical mind and a familiarity with the overall
business or research model.

Fallacy 5. Data mining will identify the causes of our business or

research problems.

◦ Reality. The knowledge discovery process will help you to uncover

patterns
of behavior. Again, it is up to humans to identify the causes.

Fallacy 6. Data mining will clean up a messy database

automatically.

◦ Reality. Not automatically. As a preliminary phase in the data mining

process, data preparation often deals with data that has not been examined
or used in years. Therefore, organizations beginning a new data mining
operation will often be confronted with the problem of data that has been
 Top-10 Most Popular DM Algorithms:
18 Identified Candidates (I)
 Classification
 #1. C4.5: Quinlan, J. R. C4.5: Programs for Machine Learning. Morgan
Kaufmann., 1993.
 #2. CART: L. Breiman, J. Friedman, R. Olshen, and C. Stone. Classification
and Regression Trees. Wadsworth, 1984.
 #3. K Nearest Neighbours (kNN): Hastie, T. and Tibshirani, R. 1996.
Discriminant Adaptive Nearest Neighbor Classification. TPAMI. 18(6)
 #4. Naive Bayes Hand, D.J., Yu, K., 2001. Idiot's Bayes: Not So Stupid
After All? Internat. Statist. Rev. 69, 385-398.
 Statistical Learning
 #5. SVM: Vapnik, V. N. 1995. The Nature of Statistical Learning Theory.
Springer-Verlag.
 #6. EM: McLachlan, G. and Peel, D. (2000). Finite Mixture Models. J.
Wiley, New York. Association Analysis
 #7. Apriori: Rakesh Agrawal and Ramakrishnan Srikant. Fast Algorithms
for Mining Association Rules. In VLDB '94.
 #8. FP-Tree: Han, J., Pei, J., and Yin, Y. 2000. Mining frequent patterns
without candidate generation. In SIGMOD '00.
December 8, 2021 Data Mining: Concepts and Techniques 30
 The 18 Identified Candidates (II)
 Link Mining
 #9. PageRank: Brin, S. and Page, L. 1998. The anatomy of a

large-scale hypertextual Web search engine. In WWW-7, 1998.

 #10. HITS: Kleinberg, J. M. 1998. Authoritative sources in a

hyperlinked environment. SODA, 1998.

 Clustering
 #11. K-Means: MacQueen, J. B., Some methods for classification

and analysis of multivariate observations, in Proc. 5th Berkeley

Symp. Mathematical Statistics and Probability, 1967.
 #12. BIRCH: Zhang, T., Ramakrishnan, R., and Livny, M. 1996.

BIRCH: an efficient data clustering method for very large

databases. In SIGMOD '96.
 Bagging and Boosting
 #13. AdaBoost: Freund, Y. and Schapire, R. E. 1997. A decision-

theoretic generalization of on-line learning and an application to

boosting. J. Comput. Syst. Sci. 55, 1 (Aug. 1997), 119-139.
December 8, 2021 Data Mining: Concepts and Techniques 31
 The 18 Identified Candidates (III)
 Sequential Patterns
 #14. GSP: Srikant, R. and Agrawal, R. 1996. Mining Sequential Patterns:
Generalizations and Performance Improvements. In Proceedings of the
5th International Conference on Extending Database Technology, 1996.
 #15. PrefixSpan: J. Pei, J. Han, B. Mortazavi-Asl, H. Pinto, Q. Chen, U.
Dayal and M-C. Hsu. PrefixSpan: Mining Sequential Patterns Efficiently by
Prefix-Projected Pattern Growth. In ICDE '01.
 Integrated Mining
 #16. CBA: Liu, B., Hsu, W. and Ma, Y. M. Integrating classification and
association rule mining. KDD-98.
 Rough Sets
 #17. Finding reduct: Zdzislaw Pawlak, Rough Sets: Theoretical Aspects of
Reasoning about Data, Kluwer Academic Publishers, Norwell, MA, 1992
 Graph Mining
 #18. gSpan: Yan, X. and Han, J. 2002. gSpan: Graph-Based Substructure
Pattern Mining. In ICDM '02.

December 8, 2021 Data Mining: Concepts and Techniques 32

 Top-10 Algorithm Finally Selected at
ICDM’06
 #1: C4.5 (61 votes)
 #2: K-Means (60 votes)
 #3: SVM (58 votes)
 #4: Apriori (52 votes)
 #5: EM (48 votes)
 #6: PageRank (46 votes)
 #7: AdaBoost (45 votes)
 #7: kNN (45 votes)
 #7: Naive Bayes (45 votes)
 #10: CART (34 votes)

December 8, 2021 Data Mining: Concepts and Techniques 33

 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), etc.
 ACM Transactions on KDD starting in 2007
December 8, 2021 Data Mining: Concepts and Techniques 34
 Conferences and Journals on Data Mining

 KDD Conferences  Other related conferences

 ACM SIGKDD Int. Conf. on  ACM SIGMOD
Knowledge Discovery in  VLDB
Databases and Data Mining
(KDD)  (IEEE) ICDE
 SIAM Data Mining Conf. (SDM)  WWW, SIGIR
 (IEEE) Int. Conf. on Data  ICML, CVPR, NIPS
Mining (ICDM)  Journals
 Conf. on Principles and

practices of Knowledge
 Data Mining and Knowledge
Discovery and Data Mining Discovery (DAMI or DMKD)
(PKDD)  IEEE Trans. On Knowledge
 Pacific-Asia Conf. on and Data Eng. (TKDE)
Knowledge Discovery and Data  KDD Explorations
Mining (PAKDD)  ACM Trans. on KDD
December 8, 2021 Data Mining: Concepts and Techniques 35
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.

December 8, 2021 Data Mining: Concepts and Techniques 36

 Recommended Reference Books
 S. Chakrabarti. Mining the Web: Statistical Analysis of Hypertex and Semi-Structured Data. Morgan
Kaufmann, 2002
 R. O. Duda, P. E. Hart, and D. G. Stork, Pattern Classification, 2ed., Wiley-Interscience, 2000
 T. Dasu and T. Johnson. Exploratory Data Mining and Data Cleaning. John Wiley & Sons, 2003
 U. M. Fayyad, G. Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy. Advances in Knowledge Discovery and
Data Mining. AAAI/MIT Press, 1996
 U. Fayyad, G. Grinstein, and A. Wierse, Information Visualization in Data Mining and Knowledge
Discovery, Morgan Kaufmann, 2001
 J. Han and M. Kamber. Data Mining: Concepts and Techniques. Morgan Kaufmann, 2 nd ed., 2006
 D. J. Hand, H. Mannila, and P. Smyth, Principles of Data Mining, MIT Press, 2001
 T. Hastie, R. Tibshirani, and J. Friedman, The Elements of Statistical Learning: Data Mining, Inference,
and Prediction, Springer-Verlag, 2001
 B. Liu, Web Data Mining, Springer 2006.
 T. M. Mitchell, Machine Learning, McGraw Hill, 1997
 G. Piatetsky-Shapiro and W. J. Frawley. Knowledge Discovery in Databases. AAAI/MIT Press, 1991
 P.-N. Tan, M. Steinbach and V. Kumar, Introduction to Data Mining, Wiley, 2005
 S. M. Weiss and N. Indurkhya, Predictive Data Mining, Morgan Kaufmann, 1998
 I. H. Witten and E. Frank, Data Mining: Practical Machine Learning Tools and Techniques with Java
Implementations, Morgan Kaufmann, 2nd ed. 2005

December 8, 2021 Data Mining: Concepts and Techniques 37

 Summary

 Data mining: Discovering interesting patterns from large amounts of

data
 A natural evolution of database 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 information repositories
 Data mining functionalities: characterization, discrimination,
association, classification, clustering, outlier and trend analysis, etc.
 Data mining systems and architectures
 Major issues in data mining

December 8, 2021 Data Mining: Concepts and Techniques 38

 Supplementary Lecture Slides

 Note: The slides following the end of chapter

summary are supplementary slides that could be
useful for supplementary readings or teaching
 These slides may have its corresponding text
contents in the book chapters, but were omitted
due to limited time in author’s own course lecture
 The slides in other chapters have similar
convention and treatment

December 8, 2021 Data Mining: Concepts and Techniques 39

 Why Data Mining?—Potential Applications

 Data analysis and decision support

 Market analysis and management
 Target marketing, customer relationship management (CRM),
market basket analysis, cross selling, market segmentation
 Risk analysis and management
 Forecasting, customer retention, improved underwriting,
quality control, competitive analysis
 Fraud detection and detection of unusual patterns (outliers)
 Other Applications
 Text mining (news group, email, documents) and Web mining
 Stream data mining
 Bioinformatics and bio-data analysis

December 8, 2021 Data Mining: Concepts and Techniques 40

 Ex. 1: Market Analysis and Management
 Where does the data come from?—Credit card transactions, loyalty cards,
discount coupons, customer complaint calls, plus (public) lifestyle studies
 Target marketing
 Find clusters of “model” customers who share the same characteristics: interest,
income level, spending habits, etc.
 Determine customer purchasing patterns over time
 Cross-market analysis—Find associations/co-relations between product sales, &
predict based on such association
 Customer profiling—What types of customers buy what products (clustering or
classification)
 Customer requirement analysis
 Identify the best products for different groups of customers
 Predict what factors will attract new customers
 Provision of summary information
 Multidimensional summary reports
 Statistical summary information (data central tendency and variation)

December 8, 2021 Data Mining: Concepts and Techniques 41

 Ex. 2: Corporate Analysis & Risk Management

 Finance planning and asset evaluation

 cash flow analysis and prediction
 contingent claim analysis to evaluate assets
 cross-sectional and time series analysis (financial-ratio, trend
analysis, etc.)
 Resource planning
 summarize and compare the resources and spending
 Competition
 monitor competitors and market directions
 group customers into classes and a class-based pricing procedure
 set pricing strategy in a highly competitive market

December 8, 2021 Data Mining: Concepts and Techniques 42

Ex. 3: Fraud Detection & Mining Unusual Patterns

 Approaches: Clustering & model construction for frauds, outlier analysis

 Applications: Health care, retail, credit card service, telecomm.
 Auto insurance: ring of collisions
 Money laundering: suspicious monetary transactions
 Medical insurance
 Professional patients, ring of doctors, and ring of references
 Unnecessary or correlated screening tests
 Telecommunications: phone-call fraud
 Phone call model: destination of the call, duration, time of day or
week. Analyze patterns that deviate from an expected norm
 Retail industry
 Analysts estimate that 38% of retail shrink is due to dishonest
employees
 Anti-terrorism

December 8, 2021 Data Mining: Concepts and Techniques 43

 KDD Process: Several Key Steps
 Learning the application domain
 relevant prior knowledge and goals of application
 Creating a target data set: data selection
 Data cleaning and preprocessing: (may take 60% of effort!)
 Data reduction and transformation
 Find useful features, dimensionality/variable reduction, invariant
representation
 Choosing functions of data mining
 summarization, classification, regression, association, clustering
 Choosing the mining algorithm(s)
 Data mining: search for patterns of interest
 Pattern evaluation and knowledge presentation
 visualization, transformation, removing redundant patterns, etc.
 Use of discovered knowledge
December 8, 2021 Data Mining: Concepts and Techniques 44
 Are All the “Discovered” Patterns Interesting?

 Data mining may generate thousands of patterns: Not all of them

are interesting
 Suggested approach: Human-centered, query-based, focused mining
 Interestingness measures
 A pattern is interesting if it is easily understood by humans, valid on new
or test data with some degree of certainty, potentially useful, novel, or
validates some hypothesis that a user seeks to confirm
 Objective vs. subjective interestingness measures
 Objective: based on statistics and structures of patterns, e.g., support,
confidence, etc.
 Subjective: based on user’s belief in the data, e.g., unexpectedness,
novelty, actionability, etc.

December 8, 2021 Data Mining: Concepts and Techniques 45

 Find All and Only Interesting Patterns?

 Find all the interesting patterns: Completeness

 Can a data mining system find all the interesting patterns? Do we
need to find all of the interesting patterns?
 Heuristic vs. exhaustive search
 Association vs. classification vs. clustering
 Search for only interesting patterns: An optimization problem
 Can a data mining system find only the interesting patterns?
 Approaches
 First general all the patterns and then filter out the uninteresting
ones
 Generate only the interesting patterns—mining query
optimization
December 8, 2021 Data Mining: Concepts and Techniques 46
 Other Pattern Mining Issues
 Precise patterns vs. approximate patterns
 Association and correlation mining: possible to find sets of precise
patterns
 But approximate patterns can be more compact and sufficient
 How to find high quality approximate patterns??
 Gene sequence mining: approximate patterns are inherent
 How to derive efficient approximate pattern mining
algorithms??
 Constrained vs. non-constrained patterns
 Why constraint-based mining?
 What are the possible kinds of constraints? How to push
constraints into the mining process?

December 8, 2021 Data Mining: Concepts and Techniques 47

 Why Data Mining Query Language?

 Automated vs. query-driven?

 Finding all the patterns autonomously in a database?—unrealistic
because the patterns could be too many but uninteresting
 Data mining should be an interactive process
 User directs what to be mined
 Users must be provided with a set of primitives to be used to
communicate with the data mining system
 Incorporating these primitives in a data mining query language
 More flexible user interaction
 Foundation for design of graphical user interface
 Standardization of data mining industry and practice

December 8, 2021 Data Mining: Concepts and Techniques 48

 Primitives that Define a Data Mining Task

 Task-relevant data
 Database or data warehouse name
 Database tables or data warehouse cubes
 Condition for data selection
 Relevant attributes or dimensions
 Data grouping criteria
 Type of knowledge to be mined
 Characterization, discrimination, association, classification,
prediction, clustering, outlier analysis, other data mining tasks
 Background knowledge
 Pattern interestingness measurements
 Visualization/presentation of discovered patterns
December 8, 2021 Data Mining: Concepts and Techniques 49
 Primitive 3: Background Knowledge

 A typical kind of background knowledge: Concept hierarchies

 Schema hierarchy
 E.g., street < city < province_or_state < country
 Set-grouping hierarchy
 E.g., {20-39} = young, {40-59} = middle_aged
 Operation-derived hierarchy
 email address: hagonzal@cs.uiuc.edu
login-name < department < university < country
 Rule-based hierarchy
 low_profit_margin (X) <= price(X, P1) and cost (X, P2) and (P1 -
P2) < $50

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 Primitive 4: Pattern Interestingness Measure

 Simplicity
e.g., (association) rule length, (decision) tree size
 Certainty
e.g., confidence, P(A|B) = #(A and B)/ #(B), classification
reliability or accuracy, certainty factor, rule strength, rule quality,
discriminating weight, etc.
 Utility
potential usefulness, e.g., support (association), noise threshold
(description)
 Novelty
not previously known, surprising (used to remove redundant
rules, e.g., Illinois vs. Champaign rule implication support ratio)

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 Primitive 5: Presentation of Discovered Patterns

 Different backgrounds/usages may require different forms of

representation
 E.g., rules, tables, crosstabs, pie/bar chart, etc.
 Concept hierarchy is also important
 Discovered knowledge might be more understandable when
represented at high level of abstraction
 Interactive drill up/down, pivoting, slicing and dicing provide
different perspectives to data
 Different kinds of knowledge require different representation:
association, classification, clustering, etc.

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 DMQL—A Data Mining Query Language

 Motivation
 A DMQL can provide the ability to support ad-hoc and
interactive data mining
 By providing a standardized language like SQL
 Hope to achieve a similar effect like that SQL has on
relational database
 Foundation for system development and evolution
 Facilitate information exchange, technology transfer,
commercialization and wide acceptance
 Design
 DMQL is designed with the primitives described earlier

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 An Example Query in DMQL

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 Other Data Mining Languages &
Standardization Efforts
 Association rule language specifications
 MSQL (Imielinski & Virmani’99)
 MineRule (Meo Psaila and Ceri’96)
 Query flocks based on Datalog syntax (Tsur et al’98)
 OLEDB for DM (Microsoft’2000) and recently DMX (Microsoft
SQLServer 2005)
 Based on OLE, OLE DB, OLE DB for OLAP, C#
 Integrating DBMS, data warehouse and data mining
 DMML (Data Mining Mark-up Language) by DMG (www.dmg.org)
 Providing a platform and process structure for effective data mining
 Emphasizing on deploying data mining technology to solve business
problems

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Integration of Data Mining and Data Warehousing

 Data mining systems, DBMS, Data warehouse systems

coupling
 No coupling, loose-coupling, semi-tight-coupling, tight-coupling
 On-line analytical mining data
 integration of mining and OLAP technologies
 Interactive mining multi-level knowledge
 Necessity of mining knowledge and patterns at different levels of
abstraction by drilling/rolling, pivoting, slicing/dicing, etc.
 Integration of multiple mining functions
 Characterized classification, first clustering and then association

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Coupling Data Mining with DB/DW Systems

 No coupling—flat file processing, not recommended

 Loose coupling
 Fetching data from DB/DW
 Semi-tight coupling—enhanced DM performance
 Provide efficient implement a few data mining primitives in a
DB/DW system, e.g., sorting, indexing, aggregation, histogram
analysis, multiway join, precomputation of some stat functions
 Tight coupling—A uniform information processing
environment
 DM is smoothly integrated into a DB/DW system, mining query is
optimized based on mining query, indexing, query processing
methods, etc.
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 Architecture: Typical Data Mining System

Graphical User Interface

Pattern Evaluation
Knowl
Data Mining Engine edge-
Base
Database or Data
Warehouse Server

data cleaning, integration, and selection

Data World-Wide Other Info

Database Repositories
Warehouse Web

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