19 CS

st
1 Term Final Year
Data Sciences
and Analytics
(DSA)
Prof. Dr. M. S. Memon
Course In charge
[email protected]
Unit# 6: Data Mining for Data Sciences
 Decision support progress to Data Mining

Early File- Database Data OLAP Data Mining

based Systems Systems Warehouse Systems Applications

Basic Data for

Operational Data for Selected
accounting multi-
systems decision and extracted
data Dimensional
data Support data
Analysis

No Decision Primitive True Complex Knowledge

Support Decision Decision Analysis & Discovery
Support Support Calculations
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 Data Mining
• A non-trivial extraction of novel, implicit, and
actionable knowledge from large databases

• Technology to enable data exploration, data

analysis, and data visualization of very large
databases at a high level of abstraction,
without a specific hypothesis in mind

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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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 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

• Data mining—core of Pattern Evaluation

knowledge discovery
process
Data Mining

Task-relevant Data

Data Warehouse Selection

Data Cleaning

Data Integration

Databases M. S. Memon
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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
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Data Mining: Confluence of Multiple Disciplines

Database
Technology Statistics

Machine Visualization
Learning Data Mining

Pattern
Recognition Other
Algorithm Disciplines

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Data Mining: A KDD Process

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 Steps of KDD Process
• 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
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 Data Mining Applications
• Database analysis and decision support
– Market analysis and management
• target marketing, customer relation management,
market basket analysis, cross selling, market
segmentation
– Risk analysis and management
• Forecasting, customer retention, improved underwriting, quality
control, competitive analysis
– Fraud detection and management
• Other Applications
– Text mining (news group, email, documents)
– Stream data mining
– Web mining
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– DNA data analysis CSE Dept. QUEST Nawabshah 14
 Data Mining Techniques
• Data mining covers a broad range of
techniques including:
– Classification
– Clustering
– Sequential Pattern mining
– Association rule mining
– Many more …
• These techniques consist of the specific
algorithms

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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
• 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
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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.
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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: 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
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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
• 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

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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

1. Classification
2. Statistical Learning
3. Link Mining
4. Clustering
5. Association and Aggregation
6. Bagging and Boosting
7. Sequential Patterns
8. Integrated Mining
9. Rough Sets
10. Graph Mining

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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

• 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
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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
• 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
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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
• Provision of summary information
• Multidimensional summary reports
• Statistical summary information (data central tendency and variation)
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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
• 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

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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
• 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
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CSE Dept. QUEST Nawabshah
5 Primitives that Define a Data Mining Task

Primitive 1: 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

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 Primitive 2: Type of knowledge

• Characterization, discrimination, association, classification, prediction, clustering, outlier

analysis, other data mining tasks
• 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
• Set-grouping hierarchy
• E.g., {20-39} = young, {40-59} = middle_aged
• Operation-derived hierarchy
• email address: [email protected]
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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CSE Dept. QUEST Nawabshah
Coupling Data Mining with DB

• 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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