Web Data Mining

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February 29, 2012

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Data Mining: Concepts and Techniques

February 29, 2012

Data Mining: Concepts and Techniques

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
Data Mining: Concepts and Techniques

February 29, 2012

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 analysis of massive data sets Data mining Automated

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Data Mining: Concepts and Techniques

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. 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. 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!

1950s-1990s, computational science



1990-now, data science

   

Jim Gray and Alex Szalay, The World Wide Telescope: An Archetype for Online Science, Comm. ACM, 45(11): 50-54, Nov. 2002
Data Mining: Concepts and Techniques

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Evolution of Database Technology



1960s:


Data collection, database creation, IMS and network DBMS Relational data model, relational DBMS implementation RDBMS, advanced data models (extended-relational, OO, deductive, etc.) Application-oriented DBMS (spatial, scientific, engineering, etc.) Data mining, data warehousing, multimedia databases, and Web databases Stream data management and mining Data mining and its applications Web technology (XML, data integration) and global information systems
Data Mining: Concepts and Techniques

1970s:


1980s:
 

1990s:


2000s
  

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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? Knowledge discovery (mining) in databases (KDD), knowledge extraction, data/pattern analysis, data archeology, data dredging, information harvesting, business intelligence, etc. Simple search and query processing (Deductive) expert systems
Data Mining: Concepts and Techniques

Alternative names


Watch out: Is everything data mining ?

 

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Knowledge Discovery (KDD) Process



Data mining core of knowledge discovery process

Pattern Evaluation

Data Mining Task-relevant Data Data Warehouse Data Cleaning Data Integration Databases
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Selection

Data Mining and Business Intelligence

Increasing potential to support business decisions

End User

Decision Making Data Presentation Visualization Techniques Data Mining Information Discovery
Business Analyst Data Analyst

Data Exploration Statistical Summary, Querying, and Reporting Data Preprocessing/Integration, Data Warehouses Data Sources Paper, Files, Web documents, Scientific experiments, Database Systems
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DBA

Data Mining: Confluence of Multiple Disciplines

Database Technology

Statistics

Machine Learning Pattern Recognition

Data Mining

Visualization

Algorithm

Other Disciplines

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Data Mining: Concepts and Techniques

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Why Not Traditional Data Analysis?



Tremendous amount of data



Algorithms must be highly scalable to handle such as tera-bytes of data Micro-array may have tens of thousands of dimensions 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

High-dimensionality of data


High complexity of data

     

New and sophisticated applications

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Multi-Dimensional View of Data Mining



Data to be mined


Relational, data warehouse, transactional, stream, objectoriented/relational, active, spatial, time-series, text, multi-media, heterogeneous, legacy, WWW Characterization, discrimination, association, classification, clustering, trend/deviation, outlier analysis, etc. Multiple/integrated functions and mining at multiple levels Database-oriented, data warehouse (OLAP), machine learning, statistics, visualization, etc. Retail, telecommunication, banking, fraud analysis, bio-data mining, stock market analysis, text mining, Web mining, etc.
Data Mining: Concepts and Techniques

Knowledge to be mined


Techniques utilized


Applications adapted


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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

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Data Mining: Concepts and Techniques

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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

Database Statistics Heterogeneous databases and legacy databases Technology

Object-relational databases Spatial data and spatiotemporal data Multimedia database Text databases The World-Wide Web

Machine Visualization Data Mining Learning Pattern Recognition Data Mining: Concepts and Techniques Algorithm Other 14 Disciplines

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Data Mining Functionalities



Multidimensional concept description: Characterization and discrimination



Generalize, summarize, and contrast data characteristics, e.g., dry vs. wet regions Diaper Beer [0.5%, 75%] (Correlation or causality?)

Frequent patterns, association, correlation vs. 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

Data Mining: Concepts and Techniques

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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
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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.
Data Mining: Concepts and Techniques

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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 decisiontheoretic generalization of on-line learning and an application to boosting. J. Comput. Syst. Sci. 55, 1 (Aug. 1997), 119-139.
Data Mining: Concepts and Techniques

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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.
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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)
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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 Data mining query languages and ad-hoc mining Expression and visualization of data mining results Interactive mining of knowledge at multiple levels of abstraction Domain-specific data mining & invisible data mining Protection of data security, integrity, and privacy
Data Mining: Concepts and Techniques

     

User interaction
  

Applications and social impacts

 

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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) Advances in Knowledge Discovery and Data Mining (U. Fayyad, G. Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy, 1996)

1991-1994 Workshops on Knowledge Discovery in Databases



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

Data Mining: Concepts and Techniques

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Conferences and Journals on Data Mining



KDD Conferences  ACM SIGKDD Int. Conf. on Knowledge Discovery in Databases and Data Mining (KDD)  SIAM Data Mining Conf. (SDM)  (IEEE) Int. Conf. on Data Mining (ICDM)  Conf. on Principles and practices of Knowledge Discovery and Data Mining (PKDD)  Pacific-Asia Conf. on Knowledge Discovery and Data Mining (PAKDD)

Other related conferences

    

ACM SIGMOD VLDB (IEEE) ICDE WWW, SIGIR ICML, CVPR, NIPS Data Mining and Knowledge Discovery (DAMI or DMKD) IEEE Trans. On Knowledge and Data Eng. (TKDE) KDD Explorations ACM Trans. on KDD
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Journals


 

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Data Mining: Concepts and Techniques

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 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. Conferences: Machine learning (ML), AAAI, IJCAI, COLT (Learning Theory), CVPR, NIPS, etc. Journals: Machine Learning, Artificial Intelligence, Knowledge and Information Systems, IEEE-PAMI, etc. Conferences: SIGIR, WWW, CIKM, etc. Journals: WWW: Internet and Web Information Systems, Conferences: Joint Stat. Meeting, etc. Journals: Annals of statistics, etc. Conference proceedings: CHI, ACM-SIGGraph, etc. Journals: IEEE Trans. visualization and computer graphics, etc.
Data Mining: Concepts and Techniques

Database systems (SIGMOD: ACM SIGMOD Anthology CD ROM)

 

AI & Machine Learning

 

Web and IR
 

Statistics
 

Visualization
 

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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, 2nd 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

  

  

     

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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
Data Mining: Concepts and Techniques

 

 

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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 Forecasting, customer retention, improved underwriting, quality control, competitive analysis

Risk analysis and management



Fraud detection and detection of unusual patterns (outliers) Text mining (news group, email, documents) and Web mining Stream data mining Bioinformatics and bio-data analysis
Data Mining: Concepts and Techniques

Other Applications
  

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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 Multidimensional summary reports Statistical summary information (data central tendency and variation)
Data Mining: Concepts and Techniques

Provision of summary information

 

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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
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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 Phone call model: destination of the call, duration, time of day or week. Analyze patterns that deviate from an expected norm Analysts estimate that 38% of retail shrink is due to dishonest employees

Telecommunications: phone-call fraud



Retail industry


Anti-terrorism
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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 summarization, classification, regression, association, clustering

Choosing functions of data mining



  

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

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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.

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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 Can a data mining system find only the interesting patterns? Approaches


 

Search for only interesting patterns: An optimization problem

 

First general all the patterns and then filter out the uninteresting ones Generate only the interesting patterns mining query optimization
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Other Pattern Mining Issues



Precise patterns vs. approximate patterns



Association and correlation mining: possible find sets of precise patterns

 

But approximate patterns can be more compact and sufficient How to find high quality approximate patterns?? How to derive efficient approximate pattern mining algorithms??

Gene sequence mining: approximate patterns are inherent



Constrained vs. non-constrained patterns

 

Why constraint-based mining? What are the possible kinds of constraints? How to push constraints into the mining process?
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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 User directs what to be mined

Data mining should be an interactive process



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

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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 Characterization, discrimination, association, classification, prediction, clustering, outlier analysis, other data mining tasks

Type of knowledge to be mined



  

Background knowledge Pattern interestingness measurements Visualization/presentation of discovered patterns

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Primitive 3: Background Knowledge

 

A typical kind of background knowledge: Concept hierarchies Schema hierarchy



E.g., street < city < province_or_state < country E.g., {20-39} = young, {40-59} = middle_aged email address: hagonzal@cs.uiuc.edu login-name < department < university < country

Set-grouping hierarchy


Operation-derived hierarchy


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 Data Mining Engine Database or Data Warehouse Server
data cleaning, integration, and selection Knowle dgeBase

Database
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Data Warehouse

World-Wide Web

Other Info Repositories

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Data Mining: Concepts and Techniques