Data Mining: Concepts and Techniques By Akannsha A. Totewar Professor at YCCE, Wanadongari, mh Nagpur. Data Mining: Concepts and Techniques November 24, 2012 ll)Chapter 1. Introduction * Motivation: Why data mining? « What is data mining? * Data Mining: On what kind of data? « Data mining functionality ¢ Are all the patterns interesting? * Classification of data mining systems * Major issues in data mining(Why Mine Data? Commercial Viewpoint e Lots of data is being collected and warehoused * Web data, e-commerce * purchases at department/ grocery stores ¢ Bank/Credit Card transactions * Computers have become cheaper and more powerful * Competitive Pressure is Strong « Provide better, customized services for an edge (e.g. in Customer Relationship Management)Motivation: “Necessity is the Mother of Invention” « Data explosion problem e Automated data collection tools and mature database technology lead to tremendous amounts of data stored in databases, data warehouses and other information repositories « We are drowning in data, but starving for knowledge! © Solution: data mining ° Extraction of interesting knowledge (rules, regularities, patterns, constraints) from data in large databases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.) and application-oriented DBMS (spatial, scientific, engineering, etc.) * 1990s—2000s: * Data mining and data warehousing, multimedia databases, and Web databasesWhat is Data Mining? e Many Definitions e Extraction of implicit, previously unknown and potentially useful information from data ¢ Exploration & analysis, by automatic or semi-automatic means, of large quantities of data in order to discover meaningful patterns (PaaniWhat Is Data Mining? « Data mining (knowledge discovery in databases): * Extraction of interesting (non-trivial, implicit, previously unknown and potentially useful) information or patterns from data in large databases « Alternative names : ¢ Knowledge discovery(mining) in databases (KDD), knowledge extraction, data/pattern analysis, data archeology, data dredging, information harvesting, business intelligence, etc. « What is not data mining? » (Deductive) query processing. a> \ « Expert systems or statistical programs ae = Ves( What is (not) Data Mining? >) What is not Data Mining? — Look up phone number in phone directory — Query a Web search engine for information about “Amazon” je What is Data Mining? — Certain names are more prevalent in certain US locations (O'Brien, O’Rurke, O'Reilly... in Boston area) — Group together similar documents returned by search engine according to their context (e.g. Amazon rainforest, Amazon.com,)( Origins of Data Mining ° Draws ideas from machine learning/Al, pattern recognition, statistics, and database systems Traditional Techniques may be unsuitable due to e Enormity of data ¢ High dimensionality of data « Heterogeneous, distributed nature of dataDecisions in Data Mining Databases to be mined * Relational, transactional, object-oriented, object-relational, active, spatial, time-series, text, multi-media, heterogeneous, legacy, WWW, etc. Knowledge to be mined e Characterization, discrimination, association, classification, clustering, trend, deviation and outlier analysis, etc. « Multiple/integrated functions and mining at multiple levels Techniques utilized * Database-oriented, data warehouse (OLAP), machine learning, statistics, visualization, neural network, etc. Applications adapted + Retail, telecommunication, banking, fraud analysis, DNA mining, stock market analysis, Web mining, Weblog analysis, etc.Data Mining Tasks * Prediction Tasks e Use some variables to predict unknown or future values of other variables ¢ Description Tasks e Find human-interpretable patterns that describe the data. Common data mining tasks * Classification [Predictive] ¢ Clustering [Descriptive] e Association Rule Discovery [Descriptive] « Sequential Pattern Discovery [Descriptive] e Regression [Predictive] * Deviation Detection [Predictive]Data Mining— Potential 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) and Web analysis. Intelligent query answeringOther Applications e Sports « IBM Advanced Scout analyzed NBA game statistics (shots blocked, assists, and fouls) to gain competitive advantage for New York Knicks and Miami Heat « Astronomy + JPL and the Palomar Observatory discovered 22 quasars with the help of data mining « Internet Web Surf-Aid ° IBM Surf-Aid applies data mining algorithms to Web access logs for market-related pages to discover customer preference and behavior pages, analyzing effectiveness of Web marketing, improving Web site organization, etc.Data Mining: AKDD Process Pattern Eyaluati » Data mining: the core of dh’ knowledge discovery Data wal process. Task-relevant @ Kone Data Wareh Selection ' ' Data Cleaning | Databases.+ wre x ~+Y ¥ Steps of a 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, ete. Use of discovered knowledgeData Mining and Business Intelligence Increasing potential to support business decisions End User Petty beee oy ines Analyst Ue ee Deu Data tee ea a RYO ecb Data Warehouses / Data Marts OLAP, MDA pS ed Paper, Files, Information Providers, Database Systems, OLTP.Architecture of a Typical Data Mining System Knowledge-base Data cleanin iegratlonData Mining: On What Kind of Data? + Relational databases e Data warehouses ¢ Transactional databases e Advanced DB and information repositories e Object-oriented and object-relational databases ° Spatial databases ° Time-series data and temporal data * Text databases and multimedia databases e Heterogeneous and legacy databases ° WWWData Mining Functionalities (1) » Concept description: Characterization and discrimination » Generalize, summarize, and contrast data characteristics, e.g., dry vs. wet regions » Association (correlation and causality) » Multi-dimensional vs. single-dimensional association » age(X, “20..29") * income(X, "20..29K”) > buys(X, “PC’) [support = 2%, confidence = 60%] « contains(T, “computer”) > contains(x, “software”) [1%, 75%]Data Mining Functionalities (2) » Classification and Prediction » Finding 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 » Presentation: decision-tree, classification rule, neural network » Prediction: Predict some unknown or missing numerical values » Cluster analysis » Class label is unknown: Group data to form new classes, é.g., cluster houses to find distribution patterns. » Clustering based on the principle: maximizing the intra-class similarity and minimizing the interclass similarityData Mining Functionalities (3) ° Outlier analysis * Outlier: a data object that does not comply with the general behavior of the data « lt can be considered as noise or exception but is quite useful in fraud detection, rare events analysis * Trend and evolution analysis « Trend and deviation: regression analysis ¢ Sequential pattern mining, periodicity analysis ¢ Similarity-based analysis * Other pattern-directed or statistical analysesAre All the “Discovered” Patterns Interesting? + Adata mining system/query 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, €.9., support, confidence, etc. Subjective: based on user's belief in the data, e.g., unexpectedness, Dandvelty, aenanablityeetesues November 24, 2012Can We Find All and Only Interesting Patterns? » Find all the interesting patterns: Completeness » Cana data mining system find all the interesting patterns? Association vs. classification vs. clustering » Search for only interesting patterns: Optimization 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 Data Mining: Concepts and Techniques November 24, 2012(— >) Data Mining: Confluence of Multiple Disciplines c =a Data Mining: Concepts and Techniques November 24, 2012 SLData Mining: Classification Schemes e General functionality ¢ Descriptive data mining e Predictive data mining ¢ Different views, different classifications ¢ Kinds of databases to be mined ° Kinds of knowledge to be discovered e Kinds of techniques utilized ¢ Kinds of applications adapted Data Mining: Concepts and Techniques November 24, 2012 KXA Multi-Dimensional View of Data Mining Classification Databases to be mined * Relational, transactional, object-oriented, object- relational, active, spatial, time-series, text, multi- media, heterogeneous, legacy, WWW, etc. Knowledge to be mined * Characterization, discrimination, association, classification, cluste ring, trend, deviation and outlier analysis, etc. Multiple/integrated functions and mining at multiple levels Techniques utilized * Database-oriented, data warehouse (OLAP), machine learning, statistics, visualization, neural network, etc. Applications adapted « Retail, telecommunication, banking, fraud analysis, DNA mining, stock OS HHarRGt analysis" Web MiNifig, Weblog analysis, etc. Novambare#i 2012OLAP Mining: An 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 baCharacterized classification, first clustering and then association\ (- An OLAM Architecture ing, result Layer4 Mining query =... User Interface User GUI API Data Cube API Z% Meta Data Filtering Layer1 Data Novempository Rioveara ion —- Database API Data cleaningMajor Issues in Data Mining (1) . ing methodology and user interaction © Mining different kinds of knowledge in databases Interactive mining of knowledge at multiple levels of abstraction * Incorporation of background knowledge Data mining query languages and ad-hoc data mining « Expression and visualization of data mining results « Handling noise and incomplete data « Pattern evaluation: the interestingness problem * Performance and scalability Efficiency and scalability of data mining algorithms « Parallel, distributed and incremental mining methods Data Mining: Concepts and Techniques November 24, 2012 XKMajor Issues in Data Mining (2) Issues relating to the diversity of data types * Handling relational and complex types of data * Mining information from heterogeneous databases and global information systems (WWW) * Issues related to applications and social impacts * Application of discovered knowledge Domain-specific data mining tools Intelligent query answering Process control and decision making + Integration of the discovered knowledge with existing knowledge: A knowledge fusion problem * Protection of data securit Data Mining: Concepts and Techniqiiés integrity, and privacy November 24, 2012Summary Data mining: discovering interesting patterns from large amounts of data Anatural evolution of database technology, in great demand, with wide applications AKDD 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. Classification of data mining systems Data Mining: Concepts and Techniques November 24, 2012 Major issues in data miningA Brief History of Data Mining Society * 1989 IJCAI Workshop on Knowledge Discovery in Databases Piatetsky-Shapiro * 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) * 1998 ACM SIGKDD, SIGKDD'1999-2001 conferences, and SIGKDD Explorations * More conferences on data mining + CPAKDD) PROD? SiAteData Mining, (IEEE) ICDM, etc. November 24, 2012 KXWhere to Find References? Data mining and KDD (SIGKDD member CDROM): * Conference proceedings: KDD, and others, such as PKDD, PAKDD, etc. « Journal: Data Mining and Knowledge Discovery Database field (SIGMOD member CD ROM). 7 Conference proceedings: ACM-SIGMOD, ACM-PODS, VLDB, ICDE, EDBT, * Journals; ACM-TODS, J. ACM, IEEE-TKDE, JIIS, etc, Aland Machine Learning: * Conference proceedings: Machine learning, AAAI, IJCAI, etc. « Journals: Machine Learning, Artificial Intelligence, etc. Statistics: « Conference proceedings: Joint Stat. Meeting, etc. + Journals: Annals of statistics, etc. Visualization: + Conference proceedings: CHI, etc. + dournals;,!EEE Trans, visualization and computer graphics, et... se 29, 2012References U. M. Fayyad, G. Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy. Advances in Knowledge Discovery and Data Mining. AAAI/MIT Press, 1996. J. Han and M. Kamber. Data Mining: Concepts and Techniques. Morgan Kaufmann, 2000. T. Imielinski and H. Mannila. A database perspective on knowledge discovery. Communications of ACM, 39:58-64, 1996. G. Piatetsky-Shapiro, U, Fayyad, and P. Smith. From data mining to knowledge discovery: An overview. in U.M. Fayyad, et al. (eds.), Advances in Knowledge Discovery and Data Mining, 1-35. AAAI/MIT Press, 1996. G. Piatetsky-Shapiro and W. J. Frawley. Knowledge Discovery in Databases. AAAIMIT Press, 1991. Data Mining: Concepts and Techniques November 24, 2012http://www.cs.sfu.ca/~han