17MDC64 – DATA MINING

Data Mining: Concepts and Techniques

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Chapter 1. Introduction
► Need for Data Mining

► Definition of Data Mining

► Kind of Data to be mined

► Kinds of Patterns to be Mined

► Technology Used for Mining

► Types of Applications

► Major Issues in Data Mining

► A Brief History of Data Mining and Data Mining Society

► Summary 2
 Need for Data Mining
► Explosive Growth of Data: from terabytes to petabytes

❖ Data collection and data availability

▪ Data warehouses, Automated data collection tools, database

systems, Web, computerized applications

❖ Major sources of huge volume of data

▪ Business: Web, e-commerce, transactions, stocks, …

▪ Science: Remote sensing, bioinformatics, scientific simulation,

…

▪ Society and everyone: Facebook, Twitter, news, YouTube, …

► We are drowning in data, but starving for knowledge!

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 Evolution of Information Technology
► 1960s and earlier - Primitive file processing
► 1970-1980s, DBMS
► Hierarchical and network databases, RDBMS, ER-model, Indexing, SQL, Query processing,
Concurrency control and recovery, OLTP.
► From 1980, It had been divided into two branches namely, Advanced Database Systems and
Advanced Data Analysis.
► ADBMS
► EER models, Deductive databases, spatial and temporal databases, Web-based databases,
Heterogenous databases, Advanced queries, Cloud computing, parallel and distributed
databases.
► Advanced Data Analysis
► Data warehouses and OLAP
► Data mining and Knowledge discovery
► Mining of Complex types of data such as mentioned above.
► Diversity of Data mining Applications : business, society,retail market, banking,
telecommunication, science and engineering, blogs, forums etc.
► Scientific info. management, privacy preserving data mining etc.
► Data mining is a major new challenge! 4
 Applications of Data Mining
► Market Analysis
► Fraud Detection
► Customer Retention
► Production Control
► Science Exploration
► Healthcare
► Agriculture field
► Energy Consumption
► Recently, Algorithms are integrated with Machine Learning concepts and AI concepts.

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Chapter 1. Introduction
► Need for Data Mining

► Definition of Data Mining

► Kind of Data to be mined

► Kinds of Patterns to be Mined

► Technology Used for Mining

► Types of Applications

► Major Issues in Data Mining

► A Brief History of Data Mining and Data Mining Society

► Summary 6
 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
► Otherwise known as
► Knowledge discovery (mining) in databases (KDD),
knowledge extraction, data/pattern analysis, data
archeology, data dredging, information harvesting,
business intelligence, etc.

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Architecture of Data Mining System
Knowledge Discovery (KDD) Process

Pattern Evaluation

Data Mining

Task-relevant Data

Data Warehouse Selection &

Integration

Data Cleaning

Data Integration

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Databases
KDD Process
► Step 1 : Data Cleaning : Removing noise and inconsistent
data
► Step 2: Data Integration : Combining multiple data sources
► Step 3: Data Selection : Retrieving task relevant data from
the database.
► Step 4: Data Transformation: Consolidation and
transformation of data into appropriate form for mining.
(Summarization and Aggregation).
► Step 5: Data Mining: Applying intelligent methods for
extracting data patterns
► Step 6: Pattern Evaluation : Identifying interesting patterns
using measures
► Step 7: Knowledge
Data Mining: Concepts and Techniques
Presentation: Presenting
*
knowledge
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to
the users
Data Mining in Business Intelligence

Increasing potential
to support
business decisions End User
Decision
Making

Data Presentation Business

Analyst
Visualization Techniques
Data Mining Data
Information Discovery Analyst

Data Exploration
Statistical Summary, Querying, and Reporting

Data Preprocessing/Integration, Data Warehouses

DBA
Data Sources
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Paper, Files, Web documents, Scientific experiments, Database Systems
Pre-processing & Post-processing

Input Data Data Data Post-Proce

Pre-Processin Mining ssing
g

Data integration Pattern discovery Pattern evaluation

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

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Chapter 1. Introduction
► Need for Data Mining

► Definition of Data Mining

► Kind of Data to be mined

► Kinds of Patterns to be Mined

► Technology Used for Mining

► Types of Applications

► Major Issues in Data Mining

► A Brief History of Data Mining and Data Mining Society

► Summary 13
Data Mining: Sources of Data
► Database Data
► Relational database - Trends and data patterns
► Data warehouse
► Transactional database (TID)

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Data Mining: Sources of Data
► 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
Data Mining: Concepts and Techniques * 15
► Web databases
Chapter 1. Introduction
► Need for Data Mining

► Definition of Data Mining

► Kind of Data to be mined

► Kinds of Patterns to be Mined

► Technology Used for Mining

► Types of Applications

► Major Issues in Data Mining

► A Brief History of Data Mining and Data Mining Society

► Summary 16
Data Mining Function: (1) Class/Concept Description

► Class Description
► Items can be classes – Description of items like computers,
printers.

► Concept Description
► Virtual concepts like Big spenders, budget spenders,
Low-income group, middle class, etc

► Characterization and discrimination

► Characterization – Classification of data based on their
characteristics
► Discrimination – Comparison of classes (between target class
and contrasting class)
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Data Mining Function: (2) Association and
Correlation Analysis
► Frequent patterns (or frequent itemsets)
► What items are frequently purchased together in your shop?

► Association, correlation vs. causality

► A typical association rule
► computer Printer [0.5%, 75%] (support, confidence)

► Strong Vs Weak Associations

► Buys(X, “computer”) buys(X, “Printer”)

► Age(X,”20-40”) ^ income(X,”20K-40K”) buys (X,”laptop”)

► How to use such patterns for classification, clustering,

and other applications?

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Data Mining Function: (3) Classification

► Classification and label prediction

► Construct models (functions) based on some training examples
► Describe and distinguish classes or concepts for future prediction
► Training data and Test data
► Predict some unknown class labels
► Decision trees, neural network, Bayesian models, SVM
► Regression analysis for numerical data
► Typical applications:
Credit card fraud detection, direct marketing, classifying stars,
diseases, web-pages, …

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Data Mining Function: (4) Cluster Analysis

► Unsupervised learning (i.e., Class label is unknown)

► Group data to form new categories (i.e., clusters), e.g.,
cluster houses to find distribution patterns
► Principle: Maximizing intra-class similarity & minimizing
interclass similarity
► K-means , K-Medoids, etc.

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Data Mining Function: (5) Outlier Analysis
► Outlier analysis
► Outlier: A data object that does not comply with the general
behavior of the data
► Anomaly mining
► Methods: Probability models, by product of clustering or
regression analysis, …
► Applications: Fraud detection, rare events analysis

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Time and Ordering: Sequential Pattern, Trend and
Evolution Analysis

► Sequence, trend and evolution analysis

► Trend, time-series, and deviation analysis: e.g., regression and value prediction
► Sequential pattern mining
► e.g., first buy digital camera, then buy large SD memory cards

► Periodicity analysis
► Motifs and biological sequence analysis
► Approximate and consecutive motifs

► Similarity-based analysis

► Mining data streams

► Ordered, time-varying, potentially infinite, data streams

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Structure and Network Analysis
► Graph mining
► Finding frequent subgraphs (e.g., chemical compounds), trees (XML),
substructures (web fragments)
► Information network analysis
► Social networks: actors (objects, nodes) and relationships (edges)
► e.g., author networks in CS, terrorist networks
► Multiple heterogeneous networks
► A person could be multiple information networks: friends, family,
classmates, …
► Links carry a lot of semantic information: Link mining
► Web mining
► Web is a big information network: from PageRank to Google
► Analysis of Web information networks
► Web community discovery, opinion mining, usage mining, …
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 Evaluation of Knowledge
► Are all mined knowledge interesting?
► One can mine tremendous amount of “patterns” and knowledge
► Some may fit only certain dimension space (time, location, …)
► Some may not be representative, may be transient, …
► Evaluation of mined knowledge → directly mine only interesting
knowledge?
► Descriptive vs. predictive
► Coverage
► Typicality vs. novelty
► Accuracy
► Timeliness
► …
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Chapter 1. Introduction
► Need for Data Mining

► Definition of Data Mining

► Kind of Data to be mined

► Kinds of Patterns to be Mined

► Technology Used for Mining

► Types of Applications

► Major Issues in Data Mining

► A Brief History of Data Mining and Data Mining Society

► Summary 25
Data Mining: Confluence of Multiple Disciplines

Pattern
Machine Statistics
Recogniti
Learning
on

Applicati Data Visualizat

ons Mining ion

Algorith Database High-Perfor

m Technolo mance
gy Computing

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Why Confluence of Multiple Disciplines?
► Tremendous amount of data
► Algorithms must be 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 27
Chapter 1. Introduction
► Need for Data Mining

► Definition of Data Mining

► Kind of Data to be mined

► Kinds of Patterns to be Mined

► Technology Used for Mining

► Types of Applications

► Major Issues in Data Mining

► A Brief History of Data Mining and Data Mining Society

► Summary 28
 Applications of Data Mining
► Web page analysis: from web page classification, clustering to
PageRank & HITS algorithms
► Collaborative analysis & recommender systems
► Basket data analysis to targeted marketing
► Biological and medical data analysis: classification, cluster analysis
(microarray data analysis), biological sequence analysis, biological
network analysis
► Data mining and software engineering (e.g., IEEE Computer, Aug.
2009 issue)
► From major dedicated data mining systems/tools (e.g., SAS, MS
SQL-Server Analysis Manager, Oracle Data Mining Tools) to invisible
data mining 29
Chapter 1. Introduction
► Need for Data Mining

► Definition of Data Mining

► Kind of Data to be mined

► Kinds of Patterns to be Mined

► Technology Used for Mining

► Types of Applications

► Major Issues in Data Mining

► A Brief History of Data Mining and Data Mining Society

► Summary 30
 Major Issues in Data Mining (1)

► Mining Methodology
► Mining various and new kinds of knowledge
► Mining knowledge in multi-dimensional space
► Data mining: An interdisciplinary effort
► Boosting the power of discovery in a networked environment
► Handling noise, uncertainty, and incompleteness of data
► Pattern evaluation and pattern- or constraint-guided mining
► User Interaction
► Interactive mining
► Incorporation of background knowledge
► Presentation and visualization of data mining results
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 Major Issues in Data Mining (2)

► Efficiency and Scalability

► Efficiency and scalability of data mining algorithms
► Parallel, distributed, stream, and incremental mining methods
► Diversity of data types
► Handling complex types of data
► Mining dynamic, networked, and global data repositories
► Data mining and society
► Social impacts of data mining
► Privacy-preserving data mining
► Invisible data mining

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Chapter 1. Introduction
► Need for Data Mining

► Definition of Data Mining

► Kind of Data to be mined

► Kinds of Patterns to be Mined

► Technology Used for Mining

► Types of Applications

► Major Issues in Data Mining

► A Brief History of Data Mining and Data Mining Society

► Summary
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 A Brief History of Data Mining Society

► 1989 IJCAI Workshop on Knowledge Discovery in Databases

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

► KDD Conferences ■ Other related conferences

► ACM SIGKDD Int. Conf. on ■ DB conferences: ACM SIGMOD,
Knowledge Discovery in Databases VLDB, ICDE, EDBT, ICDT, …
and Data Mining (KDD)
■ Web and IR conferences: WWW,
► SIAM Data Mining Conf. (SDM) SIGIR, WSDM
► (IEEE) Int. Conf. on Data Mining ■ ML conferences: ICML, NIPS
(ICDM) ■ PR conferences: CVPR,
► European Conf. on Machine ■ Journals
Learning and Principles and ■ Data Mining and Knowledge
practices of Knowledge Discovery Discovery (DAMI or DMKD)
and Data Mining (ECML-PKDD)
■ IEEE Trans. On Knowledge and
► Pacific-Asia Conf. on Knowledge Data Eng. (TKDE)
Discovery and Data Mining
■ KDD Explorations
(PAKDD)
■ ACM Trans. on KDD
► Int. Conf. on Web Search and
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Data Mining (WSDM)
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. 36
Chapter 1. Introduction
► Need for Data Mining

► Definition of Data Mining

► Kind of Data to be mined

► Kinds of Patterns to be Mined

► Technology Used for Mining

► Types of Applications

► Major Issues in Data Mining

► A Brief History of Data Mining and Data Mining Society

► Summary 37
 Summary

► Data mining: Discovering interesting patterns and knowledge from

massive amount 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 data
► Data mining functionalities: characterization, discrimination,
association, classification, clustering, outlier and trend analysis, etc.
► Data mining technologies and applications
► Major issues in data mining
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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, 3rd ed., 2011

► 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, 2nd
ed., Springer-Verlag, 2009

► 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 39