Data Mining:

Concepts and
Techniques
(3rd ed.)
— Chapter 1 —

AlBaha University
Faculty of Computer Science and Information
Technology
Department of computer science
Semester 2/1440-1441
Dr. Muhammad Qaiser Saleem
1
 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kind of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Technology Are Used?
 What Kind of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary

2
 Why Data Mining?
 The Explosive Growth of Data: from terabytes to petabytes
 Data collection and data availability

Automated data collection tools, database systems,
Web, computerized society
 Major sources of abundant data

Business: Web, e-commerce, transactions, stocks, …

Science: Remote sensing, bioinformatics, scientifc
simulation, …

Society and everyone: news, digital cameras, YouTube
 We are drowning in data, but starving for knowledge!
 “Necessity is the mother of invention”—Data mining—
Automated analysis of massive data sets
3
 Evolution of Sciences
 Before 1600, empirical science
 1600-1950s, theoretical science

Each discipline has grown a theoretical component. Theoretical models
often motivate experiments and generalize our understanding.
 1950s-1990s, computational science
 Over the last 50 years, most disciplines have grown a third, computational
branch (e.g. empirical, theoretical, and computational ecology, or physics,
or linguistics.)
 Computational Science traditionally meant simulation. It grew out of our
inability to fnd closed-form solutions for complex mathematical models.
 1990-now, data science
 The food of data from new scientifc instruments and simulations
 The ability to economically store and manage petabytes of data online
 The Internet and computing Grid that makes all these archives universally
accessible
 Scientifc info. management, acquisition, organization, query, and
visualization tasks scale almost linearly with data volumes. Data mining
is a major new challenge!
 Jim Gray and Alex Szalay, The World Wide Telescope: An Archetype for Online 4
 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.)
 Application-oriented DBMS (spatial, scientifc, engineering, etc.)
 1990s:
 Data mining, data warehousing, multimedia databases, and Web
databases
 2000s
 Stream data management and mining
 Data mining and its applications
 Web technology (XML, data integration) and global information
systems 5
 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kind of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Technology Are Used?
 What Kind of Applications Are Targeted?
 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
 Data mining: a misnomer?
 Alternative names
 Knowledge discovery (mining) in databases (KDD),
knowledge extraction, data/pattern analysis, data
archeology, data dredging, information harvesting,
business intelligence, etc.
 Watch out: Is everything “data mining”?
 Simple search and query processing
 (Deductive) expert systems
7
 Knowledge Discovery (KDD) Process
Knowledge
 This is a view from typical
database systems and data Pattern Evaluation
warehousing communities
 Data mining plays an
essential role in the
knowledge discovery process Data Mining

Task-relevant Data

Data Selection
Warehouse
Data Cleaning

Data Integration

Databases
8
 Example: A Web Mining
Framework

 Web mining usually involves

 Data cleaning
 Data integration from multiple sources
 Warehousing the data
 Data cube construction
 Data selection for data mining
 Data mining
 Presentation of the mining results
 Patterns and knowledge to be used or stored
into knowledge-base

9
Data Mining in Business Intelligence

Increasing potential
to support
business decisions End User
Decisio
n
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
Paper, Files, Web documents, Scientific experiments, Database Systems
10
 Example: Mining vs. Data
Exploration
 Business intelligence view
 Warehouse, data cube, reporting but not much
mining
 Business objects vs. data mining tools
 Supply chain example: tools
 Data presentation
 Exploration

11
 KDD Process: A Typical View from ML
and Statistics

Patte
Data Post- Inform rn
Input Data Data Pre-
a
Processing Mining Processin
Know tion
g
ledge

Data integration Pattern discovery Pattern evaluation

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

 This is a view from typical machine learning and statistics

communities
12
 Example: Medical Data
Mining
 Health care & medical data mining – often
adopted such a view in statistics and
machine learning
 Preprocessing of the data (including feature
extraction and dimension reduction)
 Classifcation or/and clustering processes
 Post-processing for presentation

13
 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kind of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Technology Are Used?
 What Kind of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary

14
 Multi-Dimensional View of Data
Mining
 Data to be mined
 Database data (extended-relational, object-oriented,

heterogeneous, legacy), data warehouse, transactional

data, stream, spatiotemporal, time-series, sequence, text
and web, multi-media, graphs & social and information
networks
 Knowledge to be mined (or: Data mining functions)
 Characterization, discrimination, association, classifcation,

clustering, trend/deviation, outlier analysis, etc.

 Descriptive vs. predictive data mining

 Multiple/integrated functions and mining at multiple levels

 Techniques utilized
 Data-intensive, data warehouse (OLAP), machine learning,

statistics, pattern recognition, visualization, high-

performance, etc.
 Applications adapted
 Retail, telecommunication, banking, fraud analysis, bio-data 15
 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kind of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Technology Are Used?
 What Kind of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary

16
 Data Mining: On What Kinds of
Data?
 Database-oriented data sets and applications
 Relational database, data warehouse, transactional database
 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
 The World-Wide Web
17
 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kind of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Technology Are Used?
 What Kind of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary

18
 Data Mining Function: (1)
Generalization
 Information integration and data warehouse
construction
 Data cleaning, transformation, integration, and
multidimensional data model
 Data cube technology
 Scalable methods for computing (i.e.,
materializing) multidimensional aggregates
 OLAP (online analytical processing)
 Multidimensional concept description:
Characterization and discrimination
 Generalize, summarize, and contrast data
characteristics, e.g., dry vs. wet region
19
 Data Mining Function: (2)
Association and Correlation Analysis
 Frequent patterns (or frequent itemsets)
 What items are frequently purchased together
in your Walmart?
 Association, correlation vs. causality
 A typical association rule

Diaper  Beer [0.5%, 75%] (support,
confdence)
 Are strongly associated items also strongly
correlated?
 How to mine such patterns and rules efciently in
large datasets?
 How to use such patterns for classifcation,
20
 Data Mining Function: (3)
Classifcation
 Classifcation and label prediction
 Construct models (functions) based on some training
examples
 Describe and distinguish classes or concepts for future
prediction

E.g., classify countries based on (climate), or classify
cars based on (gas mileage)
 Predict some unknown class labels
 Typical methods
 Decision trees, naïve Bayesian classifcation, support
vector machines, neural networks, rule-based
classifcation, pattern-based classifcation, logistic
regression, …
 Typical applications:
 Credit card fraud detection, direct marketing, classifying 21
 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 fnd distribution patterns
 Principle: Maximizing intra-class similarity &
minimizing interclass similarity
 Many methods and applications

22
 Data Mining Function: (5) Outlier
Analysis
 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

23
 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., frst 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 infnite, data

streams 24
 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 25
 Evaluation of Knowledge
 Are all mined knowledge interesting?
 One can mine tremendous amount of “patterns” and
knowledge
 Some may ft 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 26
 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kind of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Technology Are Used?
 What Kind of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary

27
 Data Mining: Confuence of Multiple
Disciplines

Machine Pattern Statistics

Learning Recognition

Applications Data Mining Visualization

Algorithm Database High-Performance

Technology Computing

28
 Why Confuence 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, scientifc simulations
 New and sophisticated applications
29
 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kind of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Technology Are Used?
 What Kind of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary

30
 Applications of Data Mining
 Web page analysis: from web page classifcation, clustering
to PageRank & HITS algorithms
 Collaborative analysis & recommender systems
 Basket data analysis to targeted marketing
 Biological and medical data analysis: classifcation, 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

31
 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kind of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Technology Are Used?
 What Kind of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary

32
 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 efort
 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
33
 Major Issues in Data Mining
(2)
 Efciency and Scalability
 Efciency 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

34
 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kind of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Technology Are Used?
 What Kind of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary

35
 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.
 ACM Transactions on KDD starting in 2007

36
 Conferences and Journals on Data Mining

 KDD Conferences  Other related conferences

 ACM SIGKDD Int. Conf. on  DB conferences: ACM
Knowledge Discovery in
SIGMOD, VLDB, ICDE, EDBT,
Databases and Data Mining
ICDT, …
(KDD)
 SIAM Data Mining Conf. (SDM)
 Web and IR conferences:
 (IEEE) Int. Conf. on Data WWW, SIGIR, WSDM
Mining (ICDM)  ML conferences: ICML, NIPS
 European Conf. on Machine  PR conferences: CVPR,
Learning and Principles and  Journals
practices of Knowledge  Data Mining and Knowledge
Discovery and Data Mining
(ECML-PKDD) Discovery (DAMI or DMKD)
 Pacifc-Asia Conf. on
 IEEE Trans. On Knowledge
Knowledge Discovery and and Data Eng. (TKDE)
Data Mining (PAKDD)  KDD Explorations
 Int. Conf. on Web Search and  ACM Trans. on KDD
Data Mining (WSDM)
37
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, Artifcial 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.
38
 Chapter 1. Introduction
 Why Data Mining?
 What Is Data Mining?
 A Multi-Dimensional View of Data Mining
 What Kind of Data Can Be Mined?
 What Kinds of Patterns Can Be Mined?
 What Technology Are Used?
 What Kind of Applications Are Targeted?
 Major Issues in Data Mining
 A Brief History of Data Mining and Data Mining Society
 Summary

39
 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, classifcation, clustering, outlier and trend
analysis, etc.
 Data mining technologies and applications
 Major issues in data mining
40