DATA MINING AND

VISUALIZATION

Data Mining 1
Introduction to Data Mining

Data Mining 2
 Why do we need Data Mining?
• Explosive Growth of Data
– Amount of data collected increasing exponentially
– Automated data collection tools, database systems, Web, computerized society
– Business: Web, e-commerce, transactions, stocks, purchases at grocery stores,
Bank/Credit Card transactions
– Science: remote sensors on a satellite, telescopes scanning skies, microarrays generating
gene expression data,
– Society and everyone: news, digital cameras, YouTube. Facebook, web
• We have mass amount of data, but we need knowledge.
• There is often information (knowledge) “hidden” in the data that is
not readily evident
• Human analysts may take weeks to discover useful information,
• Much of the data is never analyzed

Data Mining 3
 Why do we need Data Mining?
• Huge volumes of data are accumulated in databases
and data warehouses.
• Huge volumes of data also come from WWW and
data streams
– (video surveillance, telecommunication, and sensor
networks)

• Effective and efficient analysis of data in different

forms becomes a challenging task.
• Fast-growing, tremendous amount of data, collected
and stored in large and numerous data repositories,
has far exceeded our human ability for
comprehension without powerful tools
• Decision-making is done according to information
We are data rich, but information poor (not data)

Data Mining 4
 What is Data Mining?
• Many Definitions for Data Mining:
– Non-trivial 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
– Extracting or “mining” knowledge from large amounts of data.

• Alternative Names for Data Mining

– Knowledge Discovery from Data (KDD)
– Knowledge Discovery (mining) in Databases, knowledge extraction, data/pattern
analysis, data archeology, information harvesting, business intelligence, etc

Data Mining 5
 What is (not) Data Mining?
• Is everything “data mining”?
• What is not Data Mining?
– Simple search and query processing
– (Deductive) expert systems
– Look up phone number in phone directory
– Query a Web search engine for information about “Amazon
• What is Data Mining?
– Certain names are more prevalent in certain US locations (O’Brien, O’Rurke,
O’Reilly… in Boston area)
– Which items are bought together in a market?

Data Mining 6
 What is Data Mining: Tasks 1
Discuss whether or not each of the following activities is a data mining task?

• Dividing the customers of a company according to their gender.

– If their genders are recorded in data.
– If their genders are NOT recorded in data.

• Computing the total sales of a company.

• Sorting a student database based on student identification numbers.

Data Mining 7
 What is Data Mining?: Tasks 1
Discuss whether or not each of the following activities is a data mining task?

• Dividing the customers of a company according to their gender.

– If their genders are recorded in data. NO
– If their genders are NOT recorded in data. YES

• Computing the total sales of a company. NO

• Sorting a student database based on student identification numbers. NO

Data Mining 8
 Origins of Data Mining
• Draws ideas from machine learning/AI, pattern recognition, statistics, and database
systems, …

Machine Pattern Statistics

Learning Recognition

Applications Visualization
Data Mining

Algorithm Database High-Performance

Technology Computing

Data Mining 13
 Knowledge Discovery (KDD) Process
• A view from typical database systems and
data warehousing communities Pattern
• Data mining plays an essential role in the Evaluation
knowledge discovery process

Data Mining

Task-relevant Data

Selection
Data
Warehouse
Data Cleaning
Data Integration

Databases
Data Mining 14
Data Mining in Business Intelligence

Data Mining 15
 KDD Process:
A Typical View from ML and Statistics

Input Data Data Pre- Data Post-

Processing Mining Processing

Data integration Pattern discovery Pattern evaluation

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

Data Mining 16
 Data Mining: On What Kinds of Data?
• Database-oriented data sets and applications
– Relational database, data warehouse, transactional database
– Object-relational databases, Heterogeneous databases
• 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 information networks
– Spatial data and spatiotemporal data
– Multimedia database
– Text databases
– The World-Wide Web

Data Mining 17
 Data Mining Tasks
• Prediction Methods
– Use some variables to predict unknown or future values of other variables.
• Description Methods
– Find human-interpretable patterns that describe the data.

• Data Mining Tasks

– Classification [Predictive]
– Clustering [Descriptive]
– Association Rule Discovery [Descriptive]
– Sequential Pattern Discovery [Descriptive]
– Regression [Predictive]
– Deviation Detection [Predictive]

Data Mining 18
 Classification
• Given a collection of records ( training set )
– Each record contains a set of attributes,
– One of the attributes is the class.

• Find a model for class attribute as a function of the values of other attributes.

• Goal: previously unseen records should be assigned a class as accurately as possible.

– A test set is used to determine the accuracy of the model.
– Usually, the given data set is divided into training and test sets, with training set
used to build the model and test set used to validate it.

Data Mining 19
 Classification: Typical Methods & Applications
• Typical methods:
– Decision trees,
– Naïve Bayesian classification,
– support vector machines,
– neural networks,
– rule-based classification,
– pattern-based classification, …
• Typical applications:
– Credit card fraud detection, direct marketing,
– Classifying diseases, web-pages,

Data Mining 20
Classification: Typical Methods

Data Mining 21
 Classification: Example

Tid Refund Marital Taxable Refund Marital Taxable

Status Income Cheat Status Income Cheat

1 Yes Single 125K No No Single 75K ?

2 No Married 100K No Yes Married 50K ?
3 No Single 70K No No Married 150K ?
4 Yes Married 120K No Yes Divorced 90K ?
5 No Divorced 95K Yes No Single 40K ?
6 No Married 60K No No Married 80K ? Test
7 Yes Divorced 220K No
10

Set

8 No Single 85K Yes

9 No Married 75K No Learn
Training
10 No Single 90K Yes Model
10

Set Classifier

Data Mining 22
 Classification: Application 1
Direct Marketing
Goal:
– Reduce the cost of mailing by targeting a set of consumers likely to buy a new
cell-phone product.
Approach:
– Use the data for a similar product introduced before.
– We know which customers decided to buy and which decided otherwise.
• This {buy, don’t buy} decision forms the class attribute.
– Collect various demographic, lifestyle, and company-interaction related
information about all such customers.
• Type of business, where they stay, how much they earn, etc.
– Use this information as input attributes to learn a classifier model.

Data Mining 23
 Classification: Application 2
Fraud Detection
Goal:
– Predict fraudulent cases in credit card transactions.
Approach:
– Use credit card transactions and the information on its account-holder as
attributes.
• When does a customer buy, what does he buy, how often he pays on time, etc.
– Label past transactions as fraud or fair transactions.
• This forms the class attribute.
– Learn a model for the class of the transactions.
– Use this model to detect fraud by observing credit card transactions on an
account.

Data Mining 24
 Classification – Example
Text Categorization
• How can we classify a given newspaper text as an economy, sport or health article?

Data Mining 25
 Classification – Example
Text Categorization
• How can we classify a given newspaper text as an economy, sport or health article?

• Create a training set.

– Collect articles whose categories are known as economy, sport and health. For
example, 100 articles from each category.

• Create a test set.

– Similarly, collect articles whose categories are known as economy, sport and health to
create a test set.

Data Mining 26
 Classification – Example
Text Categorization
• How can we classify a given newspaper text as an economy, sport or health article?

• Create a training set.

– Collect articles whose categories are known as economy, sport and health. For example,
100 articles from each category.
• Create a test set.
– Similarly, collect articles whose categories are known as economy, sport and health to
create a test set.

• Determine the attributes:

– Possible attributes are words appearing in texts (maybe not all words).
– Words appearing more frequently in one category are good candidates as
attributes.

Data Mining 27
 Classification – Example
Text Categorization
• How can we classify a given newspaper text as an economy, sport or health article?

• Create a training set.

– Collect articles whose categories are known as economy, sport and health. For example,
100 articles from each category.
• Create a test set.
– Similarly, collect articles whose categories are known as economy, sport and health to
create a test set.
• Determine the attributes:
– Possible attributes are words appearing in texts (maybe not all words).
– Words appearing more frequently in one category are good candidates as attributes.

• Decide the classification method: decision tree, naïve Bayes, svm, …

• Create the model using the selected classification method.

Data Mining 28
 Classification – Example
Text Categorization
• How can we classify a given newspaper text as an economy, sport or health article?

• Create a training set.

– Collect articles whose categories are known as economy, sport and health. For example,
100 articles from each category.
• Create a test set.
– Similarly, collect articles whose categories are known as economy, sport and health to
create a test set.
• Determine the attributes:
– Possible attributes are words appearing in texts (maybe not all words).
– Words appearing more frequently in one category are good candidates as attributes.
• Decide the classification method: decision tree, naïve Bayes, svm, …
• Create the model using the selected classification method.

• Test the accuracy of the created model.

Data Mining 29
 Clustering
• Given a set of data points, each having a set of attributes, and a similarity
measure among them, find clusters such that
– Data points in each cluster are more similar to one another.
– Data points in separate clusters are less similar to one another.

• Similarity Measures:
– Euclidean Distance if attributes are continuous.
– Other Similarity Measures: Problem-specific measures.
• Unsupervised learning (i.e., Class label is unknown)
• Group data to form new categories (i.e., clusters),
• Principle: Maximizing intra-class similarity & minimizing interclass similarity
• Many methods and applications

Data Mining 30
 Clustering: Application
Market Segmentation
Goal:
– Subdivide a market into distinct subsets of customers where any subset may
conceivably be selected as a market target to be reached with a distinct marketing
mix.

Approach:
– Collect different attributes of customers based on their geographical and lifestyle
related information.
– Find clusters of similar customers.
– Measure the clustering quality by observing buying patterns of customers in same
cluster vs. those from different clusters.

Data Mining 32
 Association Rule Discovery
• Given a set of records each of which contain some number of items from a given
collection;
– Produce dependency rules which will predict occurrence of an item based on
occurrences of other items.

• Frequent patterns (or frequent itemsets)

– What items are frequently purchased together in a store?
• A typical association rule
– X  Y [0.5%, 75%] (support, confidence)
• How to mine such patterns and rules efficiently in large datasets?
• How to use such patterns for classification, clustering, and other applications?

Support refers to items' frequency of occurrence; confidence is a conditional probability.

Support decides how to provide a rule that is accessible to a given data set, while confidence decides how frequently items in Y occurs in transactions
that include X. Confidence measures the accuracy of the inference produced by a rule

Data Mining 33
 Association Rule Discovery: Application 1
Supermarket shelf management

Goal:
– To identify items that are bought together by sufficiently many customers.

Approach:
– Process the point-of-sale data collected with barcode scanners to find
dependencies among items.

A classic rule:
– If a customer buys diaper and milk, then he is very likely to buy beer.
– So, don’t be surprised if you find six-packs stacked next to diapers!

Data Mining 34
 Association Rule Discovery: Application 2
Inventory Management

Goal:
– A consumer appliance repair company wants to anticipate the nature of repairs on
its consumer products and keep the service vehicles equipped with right parts to
reduce on number of visits to consumer households.

Approach:
– Process the data on tools and parts required in previous repairs at different
consumer locations and discover the co-occurrence patterns.

Data Mining 35
 Regression
• Predict a value of a given continuous valued variable based on the values of
other variables, assuming a linear or nonlinear model of dependency.

• Greatly studied in statistics, neural network fields.

• Examples:
– Predicting sales amounts of new product based on advertising expenditure.
– Predicting wind velocities as a function of temperature, humidity, air pressure,
etc.
– Time series prediction of stock market indices.

Data Mining 38
 Deviation/Anomaly Detection
• Detect significant deviations from normal behavior

• Applications:
– Credit Card Fraud Detection
– Network Intrusion Detection

• Outlier analysis
– Outlier: A data object that does not comply with the general behavior of the data
– Noise or exception?
• One person’s garbage could be another person’s treasure
– Methods: by product of clustering or regression analysis, …
– Useful in fraud detection, rare events analysis

Data Mining 39
 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, …

Data Mining 40
 Evaluation of Knowledge
• Are all mined knowledge interesting?
– One can mine tremendous amount of “patterns”
– 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

Data Mining 41
Classification
Learn a method for predicting the instance class from pre-labeled
(classified) instances

Many approaches: Statistics,

Decision Trees, Neural
Networks,
...

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Clustering

Find “natural” grouping of instances given un-

labeled data

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Association Rules & Frequent Itemsets
Transactions
Frequent Itemsets:
TID Produce
1 MILK, BREAD, EGGS Milk, Bread (4)
2 BREAD, SUGAR Bread, Cereal (3)
3 BREAD, CEREAL Milk, Bread, Cereal (2)
4 MILK, BREAD, SUGAR …
5 MILK, CEREAL
6 BREAD, CEREAL
7 MILK, CEREAL
8 MILK, BREAD, CEREAL, EGGS
9 MILK, BREAD, CEREAL
Rules:
Milk => Bread (66%)

47
Visualization & Data Mining
 Visualizing the data to
facilitate human
discovery

 Presenting the
discovered results in a
visually "nice" way

48
Summarization

 Describe features of the selected

group
 Use natural language and
graphics
 Usually in Combination with
Deviation detection or other
methods

Average length of stay in this study area rose 45.7 percent,

from 4.3 days to 6.2 days, because ...

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Data Mining Models and Tasks

Obtained from Prof. Srini’s Lecture notes

 Major Issues in Data Mining
• 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

Data Mining 42
 Major Issues in Data Mining
• 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

Data Mining 43
 Summary – Data Mining Overview
• Data mining: Discovering interesting patterns and knowledge from massive amount of
data
• A natural evolution of science and information 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, trend and outlier analysis, etc.
• Data mining technologies and applications
• Major issues in data mining

Data Mining 44
 Software
• The software required for this course (Weka and R/RStudio) are open source and
freely available under GNU General Public License.

• Depending on your system, you can download and install Weka 3.8 which is the
lasted stable version of Weka available at
http://www.cs.waikato.ac.nz/ml/weka/downloading.html.

• In addition, most recent version of R and RStudio (IDE for R) are available at
https://cran.rstudio.com/ and https://www.rstudio.com/products/rstudio/download/,
respectively.

Data Mining 45
 Weka
A simple training set (.csv file)
holding our data. Outlook Temp Humidity Wind PlayTennis

Sunny Hot High Weak No

Sunny Hot High Strong No

This file can be loaded by Weka.
Overcast Hot High Weak Yes

Rain Mild High Weak Yes

Rain Cool Normal Weak Yes

Rain Cool Normal Strong No

Overcast Cool Normal Weak Yes

Sunny Mild High Weak No

Sunny Cool Normal Weak Yes

Rain Mild Normal Strong Yes

Sunny Mild Normal Strong Yes

Overcast Mild High Strong Yes

Overcast Hot Normal Weak Yes

Rain Mild High Strong No

Data Mining 46
Weka

Data Mining 47
Weka

Data Mining 48
 Reference Books
• Introduction to Data Mining, PangNing Tan, Michael Steinbach, Vipin Kumar, 3rd
Edition, Pearson, 2014.
• Data Mining: Concepts and Techniques, Jiawei Han and Micheline Kamber, Morgan
Kaufmann, 2012.

• Data Mining: Practical Machine Learning Tools and Techniques, Ian H. Witten, Eibe
Frank and Mark A. Hall, 4th Edition, Morgan Kaufmann, 2017.
• Mining of Massive Datasets, Anand Rajaraman & Jeffrey D. Ullman, 2011
• T. Hastie, R. Tibshirani, and J. Friedman, The Elements of Statistical Learning: Data
Mining, Inference, and Prediction, Springer, 2009
• B. Liu, Web Data Mining, Springer 2006

Data Mining 49