ICT731 – Week 1

Data Mining and

Analytics
(See Textbook Chapter 1)

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Objectives

 Introduction

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 Define and describe data mining
 Define and describe machine learning
 Define and describe data visualization
 Locate, search, and use common dataset repositories
 Define and describe data quality
 Define and describe the common data mining and machine learning
applications: clustering, classification, predictive analytics, and association
Introduction – Subject Learning Outcomes

a) Analyse the value, rationale and applications of data mining for

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organisations
b) Critically evaluate and recommend different data preparation
methods and strategies
c) Apply various data mining methods and models to provide results to
enhance business decision making
d) Design a predictive model using data, text, and web mining
techniques
e) Research and evaluate ethical issues related to data mining
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Introduction – Assessments
Understanding Data Mining

 Data mining is the process of identifying patterns that exist within data. With
the patterns in hand, data analysts can apply them to other data sets

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 Think of the actual “mining” as the search for the data patterns, as opposed
to the subsequent use of the patterns

 The data mining process may involve the use of statistics, database queries,
visualization tools, traditional programming, and machine learning
Understanding Machine Learning

 Machine learning is use of data pattern-recognition algorithms which allow

a program to solve problems, such as clustering, categorization, predictive

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analysis, and data association without the need for explicit step-by-step
programming instructions to tell the algorithm how to perform tasks

 In this way, machine learning solutions can solve complex problems by

using data to drive discovery in using only a few lines of code
Common Data Mining Tools

 Databases such as MySQL or MongoDB

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 Excel
 Visualization tools such as Tableau
 Business intelligence tools such as Microsoft Power BI
 Programming language solutions such as Python
 Data mining tools such as RapidMiner, Orange, and Weka
Common Machine Learning Tools

 Python and R programming solutions

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 Visual-programming tools, such as RapidMiner and Orange

 Excel third-party add-ins, such as Solver

Data Mining Versus Data Science

 Data mining is the process of identifying patterns that exist within data

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 Data science is the use of statistics, programming, scientific methods, and
machine learning to extract knowledge from a data set
 The definitions of data mining and data science are very similar. In fact, the two
terms are often used interchangeably
 A data scientist is an individual who analyzes and interprets data
 The terms data scientist and data analyst are also quite similar. Both will use
data mining tools to gain insights into one or more datasets
Data Mining Versus Statistics

 Data mining is the process of identifying patterns that exist within data
 Statistics is the collection, analysis, modeling, and presentation of data

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 Statistics is one component of data mining, meaning it is one tool in the data
analyst’s tool kit
 Having knowledge and understanding of statistics will help a data analyst better
understand the behind-the-scenes processing of many of the data mining and
machine learning algorithms
 The good news is that you don’t have to be a statistician to use the tools
 Excel remains one of the most widely used data analytics tools and has many
built-in statistical functions
 Many data analysts find success with only a basic understanding of statistical
processes
 Data Visualization

 A few years ago, big data was

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the exception but now it is the
norm

 One of the first steps data

analysts perform to identify
patterns within data is to
represent the data visually
using charts and graphs

Used with permission of Google

Dashboards

 To communicate data trends and

findings, developers often create

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data-driven dashboards
 Depending on the information the
analyst must convey, they will often
create click-through dashboards,
which first display high-level, often
aggregated data, upon which the
user can click in order to drill
deeper into the underlying specifics

Used with permission of TABLEAU SOFTWARE

 Common Visualization Charts

 Time-based comparison charts, which represent how one or more sets of values
change over time

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 Category-based comparison charts, which represent how two or more categories of
values compare
 Composition charts, which represent how one or more values relate to a larger whole
 Correlation charts, which represent how two or more variables relate
 Dashboard charts, which represent key performance indicators that companies use to
track initiatives
 Distribution charts, which represent the frequency of values within a data set
 Geocharts, which represent how the values from one location compare to values in a
different location
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Google Charts

Used with permission of Google

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Correlation - Understanding How Variables Relate
Visual Programming

 For years, programmers have made extensive use of programming

languages, such as Python, to create data mining and machine

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learning solutions

 The problem with creating programs to perform data mining and

machine learning tasks is that someone must know the
programming languages and know how to code

 To eliminate the need for such statement-based programming,

visual-programming environments are emerging, such as
RapidMiner, which is discussed in this subject
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Titanic - Predicting Who Lived and Died with Python
Titanic - Predicting Who Lived and Died with Visual Programming

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Used with permission of RapidMiner
Business Intelligence

 Business intelligence is the use of tools (data mining, machine learning, and
visualization) to convert data into actionable business insights and

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recommendations
 Business intelligence often leverages click-through dashboards, in which users
can click on items to display greater levels of detail
 Business intelligence systems often include decision support tools that help
users make better decisions
 Using historical data, such tools can describe what has happened and,
potentially, why
 Using predictive analytics, such tools can predict what should happen in the
future, and they may possibly prescribe choices the user should make
Business Intelligence Tools

 Business intelligence software provides extensive visualization (charting)

capabilities

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 Beyond visualization, the tools include the ability to perform many data mining
and machine learning capabilities
 Microsoft Power BI
 Tableau
 Orange
 Solver (previously known as XLMiner)
 RapidMiner
 Excel