Data Mining: Introduction

Introduction to Data Mining, 2nd Edition

by
Tan, Steinbach, Karpatne, Kumar

Introduction to Data Mining, 2nd Edition

09/09/2020 1
Tan, Steinbach, Karpatne, Kumar
Large-scale Data is Everywhere!
▪ There has been enormous data
growth in both commercial and
scientific databases due to
advances in data generation
and collection technologies E-Commerce
Cyber Security
▪ New mantra
▪ Gather whatever data you can
whenever and wherever
possible.
▪ Expectations
▪ Gathered data will have value Social Networking: Twitter
Traffic Patterns
either for the purpose
collected or for a purpose not
envisioned.

Sensor Networks Computational Simulations

Introduction to Data Mining, 2nd Edition
09/09/2020 2
Tan, Steinbach, Karpatne, Kumar
Why Data Mining? Commercial Viewpoint

Lots of data is being collected

and warehoused
– Web data
◆Googlehas Peta Bytes of web data
◆Facebook has billions of active users

– purchases at department/
grocery stores, e-commerce
◆ Amazon handles millions of visits/day
– 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)

Introduction to Data Mining, 2nd Edition

09/09/2020 3
Tan, Steinbach, Karpatne, Kumar
Why Data Mining? Scientific Viewpoint

Data collected and stored at

enormous speeds
– remote sensors on a satellite
◆ NASA EOSDIS archives over
petabytes of earth science data / year fMRI Data from Brain Sky Survey Data

– telescopes scanning the skies

◆ Sky survey data

– High-throughput biological data

– scientific simulations
◆ terabytes of data generated in a few hours Gene Expression Data

Data mining helps scientists

– in automated analysis of massive datasets
– In hypothesis formation
Introduction to Data Mining, 2nd Edition Surface Temperature of Earth
09/09/2020 4
Tan, Steinbach, Karpatne, Kumar
Great opportunities to improve productivity in all walks of life

Introduction to Data Mining, 2nd Edition

09/09/2020 5
Tan, Steinbach, Karpatne, Kumar
Great Opportunities to Solve Society’s Major Problems

Improving health care and reducing costs Predicting the impact of climate change

Reducing hunger and poverty by

Finding alternative/ green energy sources
increasing agriculture production
Introduction to Data Mining, 2nd Edition
09/09/2020 6
Tan, Steinbach, Karpatne, Kumar
What is Data Mining?
Many Definitions
– 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

Introduction to Data Mining, 2nd Edition

09/09/2020 7
Tan, Steinbach, Karpatne, Kumar
Origins of Data Mining

Draws ideas from machine learning/AI, pattern recognition,

statistics, and database systems

Traditional techniques may be unsuitable due to data that is

– Large-scale
– High dimensional
– Heterogeneous
– Complex
– Distributed

A key component of the emerging field of data science and data-

driven discovery
Introduction to Data Mining, 2nd Edition
09/09/2020 8
Tan, Steinbach, Karpatne, Kumar
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.

From [Fayyad, et.al.] Advances in Knowledge Discovery and Data Mining, 1996

Introduction to Data Mining, 2nd Edition

09/09/2020 9
Tan, Steinbach, Karpatne, Kumar
 Data Mining Tasks …

Data
Tid Refund Marital Taxable
Status Income Cheat

1 Yes Single 125K No

2 No Married 100K No
3 No Single 70K No
4 Yes Married 120K No
5 No Divorced 95K Yes
6 No Married 60K No
7 Yes Divorced 220K No
8 No Single 85K Yes
9 No Married 75K No
10 No Single 90K Yes
11 No Married 60K No
12 Yes Divorced 220K No
13 No Single 85K Yes
14 No Married 75K No
15 No Single 90K Yes
10

Milk

Introduction to Data Mining, 2nd Edition

09/09/2020 10
Tan, Steinbach, Karpatne, Kumar
 Predictive Modeling: Classification
Find a model for class attribute as a function of
the values of other attributes Model for predicting credit
worthiness

Class Employed
# years at
Level of Credit Yes
Tid Employed present No
Education Worthy
address
1 Yes Graduate 5 Yes
2 Yes High School 2 No No Education
3 No Undergrad 1 No
{ High school,
4 Yes High School 10 Yes Graduate
Undergrad }
10
… … … … …

Number of Number of
years years

> 3 yr < 3 yr > 7 yrs < 7 yrs

Yes No Yes No

Introduction to Data Mining, 2nd Edition

09/09/2020 11
Tan, Steinbach, Karpatne, Kumar
 Classification Example

# years at
Level of Credit
Tid Employed present
Education Worthy
address
1 Yes Undergrad 7 ?
# years at 2 No Graduate 3 ?
Level of Credit
Tid Employed present 3 Yes High School 2 ?
Education Worthy
address
1 Yes Graduate 5 Yes … … … … …
10

2 Yes High School 2 No

3 No Undergrad 1 No
4 Yes High School 10 Yes
… … … … …
10
Test
Set

Learn
Training
Classifier Model
Set

Introduction to Data Mining, 2nd Edition

09/09/2020 12
Tan, Steinbach, Karpatne, Kumar
Examples of Classification Task

Classifying credit card transactions

as legitimate or fraudulent

Classifying land covers (water bodies, urban areas,

forests, etc.) using satellite data

Categorizing news stories as finance,

weather, entertainment, sports, etc

Identifying intruders in the cyberspace

Predicting tumor cells as benign or malignant

Classifying secondary structures of protein

as alpha-helix, beta-sheet, or random coil

Introduction to Data Mining, 2nd Edition

09/09/2020 13
Tan, Steinbach, Karpatne, Kumar
Classification: Application 1

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.
Introduction to Data Mining, 2nd Edition
09/09/2020 14
Tan, Steinbach, Karpatne, Kumar
Classification: Application 2

Churn prediction for telephone customers

– Goal: To predict whether a customer is likely
to be lost to a competitor.
– Approach:
◆ Use detailed record of transactions with each of the
past and present customers, to find attributes.
– How often the customer calls, where he calls, what time-
of-the day he calls most, his financial status, marital
status, etc.
◆ Label the customers as loyal or disloyal.
◆ Find a model for loyalty.

From [Berry & Linoff] Data Mining Techniques, 1997

Introduction to Data Mining, 2nd Edition
09/09/2020 15
Tan, Steinbach, Karpatne, Kumar
Classification: Application 3
Sky Survey Cataloging
– Goal: To predict class (star or galaxy) of sky objects,
especially visually faint ones, based on the telescopic
survey images (from Palomar Observatory).
– 3000 images with 23,040 x 23,040 pixels per image.
– Approach:
◆ Segment the image.
◆ Measure image attributes (features) - 40 of them per
object.
◆ Model the class based on these features.
◆ Success Story: Could find 16 new high red-shift
quasars, some of the farthest objects that are difficult
to find! From [Fayyad, et.al.] Advances in Knowledge Discovery and Data Mining, 1996

Introduction to Data Mining, 2nd Edition

09/09/2020 16
Tan, Steinbach, Karpatne, Kumar
Classifying Galaxies
Courtesy: http://aps.umn.edu

Early Class: Attributes:

• Stages of Formation • Image features,
• Characteristics of light
waves received, etc.
Intermediate

Late

Data Size:
• 72 million stars, 20 million galaxies
• Object Catalog: 9 GB
• Image Database: 150 GB

Introduction to Data Mining, 2nd Edition

09/09/2020 17
Tan, Steinbach, Karpatne, Kumar
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.
Extensively studied in statistics, neural network fields.
Examples:
– Predicting sales amounts of new product based on
advetising expenditure.
– Predicting wind velocities as a function of
temperature, humidity, air pressure, etc.
– Time series prediction of stock market indices.

Introduction to Data Mining, 2nd Edition

09/09/2020 18
Tan, Steinbach, Karpatne, Kumar
Clustering

Finding groups of objects such that the objects in a

group will be similar (or related) to one another and
different from (or unrelated to) the objects in other
groups
Inter-cluster
Intra-cluster distances are
distances are maximized
minimized

Introduction to Data Mining, 2nd Edition

09/09/2020 19
Tan, Steinbach, Karpatne, Kumar
 Applications of Cluster Analysis
Understanding
– Custom profiling for targeted
marketing
– Group related documents for
browsing
– Group genes and proteins that
have similar functionality
– Group stocks with similar price
fluctuations
Summarization
– Reduce the size of large data
sets Courtesy: Michael Eisen

Clusters for Raw SST and Raw NPP

90

Use of K-means to
60

Land Cluster 2
partition Sea Surface
30 Temperature (SST) and
Land Cluster 1 Net Primary Production
latitude

0
(NPP) into clusters that
Ice or No NPP

-30
reflect the Northern
Sea Cluster 2 and Southern
-60
Hemispheres.
Sea Cluster 1
Introduction to Data Mining, 2nd Edition
-90
09/09/2020 20
-180 -150 -120 -90 -60 -30 0 30

longitude
60 90 120 150 180
Cluster Tan, Steinbach, Karpatne, Kumar
Clustering: Application 1

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.

Introduction to Data Mining, 2nd Edition

09/09/2020 21
Tan, Steinbach, Karpatne, Kumar
Clustering: Application 2

Document Clustering:

– Goal: To find groups of documents that are similar to

each other based on the important terms appearing in
them.

– Approach: To identify frequently occurring terms in

each document. Form a similarity measure based on
the frequencies of different terms. Use it to cluster.

Enron email dataset

Introduction to Data Mining, 2nd Edition

09/09/2020 22
Tan, Steinbach, Karpatne, Kumar
Association Rule Discovery: Definition

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.

TID Items
1 Bread, Coke, Milk
Rules Discovered:
2 Beer, Bread {Milk} --> {Coke}
3 Beer, Coke, Diaper, Milk {Diaper, Milk} --> {Beer}
4 Beer, Bread, Diaper, Milk
5 Coke, Diaper, Milk

Introduction to Data Mining, 2nd Edition

09/09/2020 23
Tan, Steinbach, Karpatne, Kumar
Association Analysis: Applications

Market-basket analysis
– Rules are used for sales promotion, shelf
management, and inventory management

Telecommunication alarm diagnosis

– Rules are used to find combination of alarms that
occur together frequently in the same time period

Medical Informatics
– Rules are used to find combination of patient
symptoms and test results associated with certain
diseases
Introduction to Data Mining, 2nd Edition
09/09/2020 24
Tan, Steinbach, Karpatne, Kumar
Association Analysis: Applications

An Example Subspace Differential Coexpression Pattern

from lung cancer dataset Three lung cancer datasets [Bhattacharjee et a
2001], [Stearman et al. 2005], [Su et al. 2007]

Enriched with the TNF/NFB signaling pathway

which is well-known to be related to lung cancer
P-value: 1.4*10-5 (6/10 overlap with the pathway)

[Fang et al PSB 2010]

Introduction to Data Mining, 2nd Edition
09/09/2020 25
Tan, Steinbach, Karpatne, Kumar
Deviation/Anomaly/Change Detection
Detect significant deviations from
normal behavior
Applications:
– Credit Card Fraud Detection
– Network Intrusion
Detection
– Identify anomalous behavior from
sensor networks for monitoring and
surveillance.
– Detecting changes in the global
forest cover.

Introduction to Data Mining, 2nd Edition

09/09/2020 26
Tan, Steinbach, Karpatne, Kumar
Motivating Challenges

Scalability

High Dimensionality

Heterogeneous and Complex Data

Data Ownership and Distribution

Non-traditional Analysis

Introduction to Data Mining, 2nd Edition

09/09/2020 27
Tan, Steinbach, Karpatne, Kumar