Data Warehousing/Mining Comp 150 DW Chapter 9.

Mining Complex Types of Data

Instructor: Dan Hebert

Data Warehousing/Mining

Chapter 9. Mining Complex Types of Data

Multidimensional analysis and descriptive mining of complex data objects

Mining spatial databases

Mining multimedia databases

Mining time-series and sequence data Mining text databases Mining the World-Wide Web Summary
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Mining Complex Data Objects: Generalization of Structured Data

Set-valued attribute

Generalization of each value in the set into its corresponding higher-level concepts Derivation of the general behavior of the set, such as the number of elements in the set, the types or value ranges in the set, or the weighted average for numerical data E.g., hobby = {tennis, hockey, chess, violin, nintendo_games} generalizes to {sports, music, video_games} Same as set-valued attributes except that the order of the elements in the sequence should be observed in the generalization

List-valued or a sequence-valued attribute

Data Warehousing/Mining

Generalizing Spatial and Multimedia Data

Spatial data:

Generalize detailed geographic points into clustered regions, such as business, residential, industrial, or agricultural areas, according to land usage Require the merge of a set of geographic areas by spatial operations Extracted by aggregation and/or approximation Size, color, shape, texture, orientation, and relative positions and structures of the contained objects or regions in the image

Image data:

Music data:
Summarize its melody: based on the approximate patterns that repeatedly occur in the segment Summarized its style: based on its tone, tempo, or the major musical instruments played

Data Warehousing/Mining

Generalizing Object Data

Object identifier: generalize to the lowest level of class in the class/subclass hierarchies Class composition hierarchies Construction and mining of object cubes

generalize nested structured data generalize only objects closely related in semantics to the current one Extend the attribute-oriented induction method Apply a sequence of class-based generalization operators on different attributes Continue until getting a small number of generalized objects that can be summarized as a concise in high-level terms For efficient implementation Examine each attribute, generalize it to simple-valued data Construct a multidimensional data cube (object cube) Problem: it is not always desirable to generalize a set of values to singlevalued data

Data Warehousing/Mining

An Example: Plan Mining by Divide and Conquer

Plan: a variable sequence of actions

E.g., Travel (flight): <traveler, departure, arrival, d-time, a-time, airline, price, seat>

Plan mining: extraction of important or significant generalized (sequential) patterns from a planbase (a large collection of plans)
E.g., Discover travel patterns in an air flight database, or find significant patterns from the sequences of actions in the repair of automobiles

Method
Attribute-oriented induction on sequence data

A generalized travel plan: <small-big-small> E.g., big: same airline, small-big: nearby region
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Divide & conquer:Mine characteristics for each subsequence

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A Travel Database for Plan Mining

Example: Mining a travel planbase

Travel plans table
depart_time 800 1000 1300 1710 900 . . . plan# 1 1 1 1 2 . . . action# 1 2 3 4 1 . . . departure ALB JFK ORD LAX SPI . . . arrival JFK ORD LAX SAN ORD . . . arrival_time 900 1230 1600 1800 950 . . . airline TWA UA UA DAL AA . . . . . .

Airport info table

airport_code 1 1 1 1 2 . . . city 1 2 3 4 1 . . . state ALB JFK ORD LAX SPI . . . region airport_size 800 1000 1300 1710 900 . . . . . .

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Multidimensional Analysis

Strategy
Generalize the planbase in different directions Look for sequential patterns in the generalized plans Derive high-level plans

A multi-D model for the planbase

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Multidimensional Generalization
Multi-D generalization of the planbase
Plan# 1 2
. . .

Loc_Seq ALB - JFK - ORD - LAX - SAN SPI - ORD - JFK - SYR
. . .

Size_Seq S-L-L-L-S S-L-L-S

State_Seq N-N-I-C-C I-I-N-N

. . .

Merging consecutive, identical actions in plans

Plan# 1 2 . . . Size_Seq S - L+ - S S - L+ - S State_Seq N+ - I - C+ I+ - N+ . . . Region_Seq E+ - M - P+ M+ - E+ . . .

flight( x, y, ) airport _ size( x, S ) airport _ size( y, L) region( x) region( y ) [75%]

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Generalization-Based Sequence Mining

Generalize planbase in multidimensional way using dimension tables

Use # of distinct values (cardinality) at each level to determine the right level of generalization (levelplanning) Use operators merge +, option [] to further generalize patterns Retain patterns with significant support

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Generalized Sequence Patterns

AirportSize-sequence survives the min threshold (after applying merge operator):

S-L+-S [35%], L+-S [30%], S-L+ [24.5%], L+ [9%]

After applying option operator:

[S]-L+-[S] [98.5%] Most of the time, people fly via large airports to get to final destination

Other plans: 1.5% of chances, there are other patterns: SS, L-S-L
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Spatial Data Warehousing

Spatial data warehouse: Integrated, subject-oriented, time-variant, and nonvolatile spatial data repository for data analysis and decision making Spatial data integration: a big issue
Structure-specific formats (raster- vs. vector-based, OO vs. relational models, different storage and indexing, etc.) Vendor-specific formats (ESRI, MapInfo, Integraph, etc.)

Spatial data cube: multidimensional spatial database

Both dimensions and measures may contain spatial components

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Dimensions and Measures in Spatial Data Warehouse

Dimension modeling
nonspatial e.g. temperature: 25-30 degrees generalizes to hot spatial-to-nonspatial e.g. region B.C. generalizes to description western provinces spatial-to-spatial e.g. region Burnaby generalizes to region Lower Mainland

Measures

numerical

distributive (e.g. count, sum) algebraic (e.g. average) holistic (e.g. median, rank) collection of spatial pointers (e.g. pointers to all regions with 25-30 degrees in July)

spatial

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Example: BC weather pattern analysis

Input
A map with about 3,000 weather probes scattered in B.C. Daily data for temperature, precipitation, wind velocity, etc. Concept hierarchies for all attributes

Output
A map that reveals patterns: merged (similar) regions

Goals
Interactive analysis (drill-down, slice, dice, pivot, roll-up) Fast response time Minimizing storage space used

Challenge
A merged region may contain hundreds of primitive regions (polygons)

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Star Schema of the BC Weather Warehouse

Spatial data warehouse

Dimensions region_name time temperature precipitation Measurements region_map area count

Data Warehousing/Mining

Dimension table

Fact table

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Spatial Merge
Precomputing all: too much storage space On-line merge: very expensive

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Methods for Computation of Spatial Data Cube

On-line aggregation: collect and store pointers to spatial objects in a spatial data cube
expensive and slow, need efficient aggregation techniques

Precompute and store all the possible combinations

huge space overhead

Precompute and store rough approximations in a spatial data cube

accuracy trade-off

Selective computation: only materialize those which will be accessed frequently

a reasonable choice

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Spatial Association Analysis

Spatial association rule: A B [s%, c%]

A and B are sets of spatial or nonspatial predicates

Topological relations: intersects, overlaps, disjoint, etc. Spatial orientations: left_of, west_of, under, etc. Distance information: close_to, within_distance, etc.

s% is the support and c% is the confidence of the rule

Examples
[7%, 85%]

is_a(x, large_town) ^ intersect(x, highway) adjacent_to(x, water) is_a(x, large_town) ^adjacent_to(x, georgia_strait) close_to(x, u.s.a.) [1%, 78%]
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Progressive Refinement Mining of Spatial Association Rules

Hierarchy of spatial relationship:

g_close_to: near_by, touch, intersect, contain, etc. First search for rough relationship and then refine it

Two-step mining of spatial association:

Step 1: Rough spatial computation (as a filter) Step2: Detailed spatial algorithm (as refinement)

Apply only to those objects which have passed the rough spatial association test (no less than min_support)

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Spatial Classification and Spatial Trend Analysis

Spatial classification
Analyze spatial objects to derive classification schemes, such as decision trees in relevance to certain spatial properties (district, highway, river, etc.) Example: Classify regions in a province into rich vs. poor according to the average family income

Spatial trend analysis

Detect changes and trends along a spatial dimension Study the trend of nonspatial or spatial data changing with space Example: Observe the trend of changes of the climate or vegetation with the increasing distance from an ocean

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Similarity Search in Multimedia Data

Description-based retrieval systems

Build indices and perform object retrieval based on image descriptions, such as keywords, captions, size, and time of creation
Labor-intensive if performed manually

Results are typically of poor quality if automated

Content-based retrieval systems

Support retrieval based on the image content, such as color histogram, texture, shape, objects, and wavelet transforms

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Queries in Content-Based Retrieval Systems

Image sample-based queries:

Find all of the images that are similar to the given image sample Compare the feature vector (signature) extracted from the sample with the feature vectors of images that have already been extracted and indexed in the image database

Image feature specification queries:

Specify or sketch image features like color, texture, or shape, which are translated into a feature vector Match the feature vector with the feature vectors of the images in the database

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Approaches Based on Image Signature

Color histogram-based signature

The signature includes color histograms based on color composition of an image regardless of its scale or orientation No information about shape, location, or texture Two images with similar color composition may contain very different shapes or textures, and thus could be completely unrelated in semantics

Multifeature composed signature

The signature includes a composition of multiple features: color histogram, shape, location, and texture Can be used to search for similar images

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Wavelet Analysis

Wavelet-based signature

Use the dominant wavelet coefficients of an image as its signature Wavelets capture shape, texture, and location information in a single unified framework Improved efficiency and reduced the need for providing multiple search primitives May fail to identify images containing similar in location or size objects Similar images may contain similar regions, but a region in one image could be a translation or scaling of a matching region in the other Compute and compare signatures at the granularity of regions, not the entire image

Wavelet-based signature with region-based granularity

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C-BIRD: Content-Based Image Retrieval from Digital libraries

Search

by image colors
by color percentage by color layout by texture density by texture Layout by object model

by illumination invariance

by keywords
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Multi-Dimensional Search in Multimedia Databases Color layout

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Multi-Dimensional Analysis in Multimedia Databases

Color histogram Texture layout

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Mining Multimedia Databases

Refining or combining searches Search for airplane in blue sky
(top layout grid is blue and keyword = airplane)

Search for blue sky

(top layout grid is blue)

Search for blue sky and green meadows

(top layout grid is blue and bottom is green)

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Multidimensional Analysis of Multimedia Data

Multimedia data cube

Design and construction similar to that of traditional data cubes from relational data Contain additional dimensions and measures for multimedia information, such as color, texture, and shape Feature descriptor: a set of vectors for each visual characteristic

The database does not store images but their descriptors

Color vector: contains the color histogram MFC (Most Frequent Color) vector: five color centroids MFO (Most Frequent Orientation) vector: five edge orientation centroids

Layout descriptor: contains a color layout vector and an edge layout vector

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Mining Multimedia Databases in

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Mining Multimedia Databases

The Data Cube and the Sub-Space Measurements
By Size By Format By Format & Size
RED WHITE BLUE

Cross Tab
JPEG GIF RED WHITE BLUE

By Colour

By Colour & Size Sum

By Format & Colour By Colour

Group By
Colour
RED WHITE BLUE

By Format Sum

Measurement

Sum

Data Warehousing/Mining

Format of image Duration Colors Textures Keywords Size Width Height Internet domain of image Internet domain of parent pages Image popularity

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Classification in MultiMediaMiner

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Mining Associations in Multimedia Data

Special features:
Need # of occurrences besides Boolean existence, e.g., Two red square and one blue circle implies theme air-show Need spatial relationships Blue on top of white squared object is associated with brown bottom Need multi-resolution and progressive refinement mining It is expensive to explore detailed associations among objects at high resolution It is crucial to ensure the completeness of search at multiresolution space

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Mining Multimedia Databases

Spatial Relationships from Layout
property P1 on-top-of property P2 property P1 next-to property P2

Different Resolution Hierarchy

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Mining Multimedia Databases

From Coarse to Fine Resolution Mining

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Challenge: Curse of Dimensionality

Difficult to implement a data cube efficiently given a large number of dimensions, especially serious in the case of multimedia data cubes Many of these attributes are set-oriented instead of single-valued Restricting number of dimensions may lead to the modeling of an image at a rather rough, limited, and imprecise scale More research is needed to strike a balance between efficiency and power of representation
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Mining Time-Series and Sequence Data

Time-series database
Consists of sequences of values or events changing with time Data is recorded at regular intervals Characteristic time-series components

Trend, cycle, seasonal, irregular

Applications
Financial: stock price, inflation Biomedical: blood pressure Meteorological: precipitation

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Mining Time-Series and Sequence Data

Time-series plot

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Mining Time-Series and Sequence Data: Trend analysis

A time series can be illustrated as a time-series graph which describes a point moving with the passage of time Categories of Time-Series Movements
Long-term or trend movements (trend curve)

Cyclic movements or cycle variations, e.g., business cycles

Seasonal movements or seasonal variations

i.e, almost identical patterns that a time series appears to follow during corresponding months of successive years.

Irregular or random movements

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Estimation of Trend Curve

The freehand method

Fit the curve by looking at the graph Costly and barely reliable for large-scaled data mining

The least-square method

Find the curve minimizing the sum of the squares of the deviation of points on the curve from the corresponding data points

The moving-average method

Eliminate cyclic, seasonal and irregular patterns Loss of end data Sensitive to outliers

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Discovery of Trend in Time-Series (1)

Estimation of seasonal variations

Seasonal index

Set of numbers showing the relative values of a variable during the months of the year E.g., if the sales during October, November, and December are 80%, 120%, and 140% of the average monthly sales for the whole year, respectively, then 80, 120, and 140 are seasonal index numbers for these months Data adjusted for seasonal variations E.g., divide the original monthly data by the seasonal index numbers for the corresponding months
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Deseasonalized data

Data Warehousing/Mining

Discovery of Trend in Time-Series (2)

Estimation of cyclic variations

If (approximate) periodicity of cycles occurs, cyclic index can be constructed in much the same manner as seasonal indexes

Estimation of irregular variations

By adjusting the data for trend, seasonal and cyclic variations

With the systematic analysis of the trend, cyclic, seasonal, and irregular components, it is possible to make long- or short-term predictions with reasonable quality

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Similarity Search in Time-Series Analysis

Normal database query finds exact match Similarity search finds data sequences that differ only slightly from the given query sequence Two categories of similarity queries
Whole matching: find a sequence that is similar to the query sequence Subsequence matching: find all pairs of similar sequences

Typical Applications
Financial market Market basket data analysis Scientific databases Medical diagnosis
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Enhanced similarity search methods

Allow for gaps within a sequence or differences in offsets or amplitudes Normalize sequences with amplitude scaling and offset translation Two subsequences are considered similar if one lies within an envelope of width around the other, ignoring outliers Two sequences are said to be similar if they have enough non-overlapping time-ordered pairs of similar subsequences Parameters specified by a user or expert: sliding window size, width of an envelope for similarity, maximum gap, and matching fraction
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Query Languages for Time Sequences

Time-sequence query language

Should be able to specify sophisticated queries like

Find all of the sequences that are similar to some sequence in class A, but not similar to any sequence in class B
Should be able to support various kinds of queries: range queries, allpair queries, and nearest neighbor queries

Shape definition language

Allows users to define and query the overall shape of time sequences Uses human readable series of sequence transitions or macros Ignores the specific details E.g., the pattern up, Up, UP can be used to describe increasing degrees of rising slopes Macros: spike, valley, etc.

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Sequential Pattern Mining

Mining of frequently occurring patterns related to time or other sequences Sequential pattern mining usually concentrate on symbolic patterns Examples
Renting Star Wars, then Empire Strikes Back, then Return of the Jedi in that order Collection of ordered events within an interval

Applications
Targeted marketing Customer retention Weather prediction

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Mining Sequences (cont.)

Customer-sequence
CustId 1 2 3 4 5 Video sequence {(C), (H)} {(AB), (C), (DFG)} {(CEG)} {(C), (DG), (H)} {(H)}

Map Large Itemsets

Large Itemsets (C) (D) (G) (DG) (H) MappedID 1 2 3 4 5

Sequential patterns with support > 0.25 {(C), (H)} {(C), (DG)}
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Periodicity Analysis

Periodicity is everywhere: tides, seasons, daily power consumption, etc. Full periodicity

Every point in time contributes (precisely or approximately) to the periodicity Only some segments contribute to the periodicity Jim reads NY Times 7:00-7:30 am every week day Associations which form cycles Full periodicity: FFT, other statistical analysis methods Partial and cyclic periodicity: Variations of Apriori-like mining methods
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Partial periodicity: A more general notion

Cyclic association rules

Methods

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Text Databases and IR

Text databases (document databases)

Large collections of documents from various sources: news articles, research papers, books, digital libraries, e-mail messages, and Web pages, library database, etc. Data stored is usually semi-structured Traditional information retrieval techniques become inadequate for the increasingly vast amounts of text data A field developed in parallel with database systems Information is organized into (a large number of) documents Information retrieval problem: locating relevant documents based on user input, such as keywords or example documents

Information retrieval

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Information Retrieval

Typical IR systems
Online library catalogs Online document management systems

Information retrieval vs. database systems

Some DB problems are not present in IR, e.g., update, transaction management, complex objects

Some IR problems are not addressed well in DBMS,

e.g., unstructured documents, approximate search using keywords and relevance
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Basic Measures for Text Retrieval

Precision: the percentage of retrieved documents that are in fact relevant to the query (i.e., correct responses)

| {Relevant} {Retrieved} | | {Retrieved} | Recall: the percentage of documents that are relevant to the query and were, in fact, retrieved precision precision | {Relevant} {Retrieved} | | {Relevant} |
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Keyword-Based Retrieval

A document is represented by a string, which can be identified by a set of keywords Queries may use expressions of keywords
E.g., car and repair shop, tea or coffee, DBMS but not Oracle Queries and retrieval should consider synonyms, e.g., repair and maintenance

Major difficulties of the model

Synonymy: A keyword T does not appear anywhere in the document, even though the document is closely related to T, e.g., data mining Polysemy: The same keyword may mean different things in different contexts, e.g., mining

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Similarity-Based Retrieval in Text Databases

Finds similar documents based on a set of common keywords Answer should be based on the degree of relevance based on the nearness of the keywords, relative frequency of the keywords, etc. Basic techniques Stop list

Set

of words that are deemed irrelevant, even though they may appear frequently E.g., a, the, of, for, with, etc. Stop lists may vary when document set varies
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Similarity-Based Retrieval in Text Databases (2)

Word stem Several words are small syntactic variants of each other since they share a common word stem E.g., drug, drugs, drugged A term frequency table Each entry frequent_table(i, j) = # of occurrences of the word ti in document di Usually, the ratio instead of the absolute number of occurrences is used Similarity metrics: measure the closeness of a document to a query (a set of keywords) Relative term occurrences v1 v2 Cosine distance:

sim(v1 , v2 )

Data Warehousing/Mining

| v1 || v2 |

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Types of Text Data Mining

Keyword-based association analysis Automatic document classification Similarity detection

Cluster documents by a common author Cluster documents containing information from a common source

Link analysis: unusual correlation between entities Sequence analysis: predicting a recurring event Anomaly detection: find information that violates usual patterns Hypertext analysis
Patterns in anchors/links Anchor text correlations with linked objects

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Keyword-based association analysis

Collect sets of keywords or terms that occur frequently together and then find the association or correlation relationships among them First preprocess the text data by parsing, stemming, removing stop words, etc. Then evoke association mining algorithms
Consider each document as a transaction View a set of keywords in the document as a set of items in the transaction

Term level association mining

No need for human effort in tagging documents The number of meaningless results and the execution time is greatly reduced

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Automatic document classification

Motivation
Automatic classification for the tremendous number of on-line text documents (Web pages, e-mails, etc.)

A classification problem
Training set: Human experts generate a training data set Classification: The computer system discovers the classification rules Application: The discovered rules can be applied to classify new/unknown documents

Text document classification differs from the classification of relational data

Document databases are not structured according to attribute-value pairs

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Association-Based Document Classification

Extract keywords and terms by information retrieval and simple association analysis techniques Obtain concept hierarchies of keywords and terms using
Available term classes, such as WordNet Expert knowledge Some keyword classification systems

Classify documents in the training set into class hierarchies Apply term association mining method to discover sets of associated terms Use the terms to maximally distinguish one class of documents from others Derive a set of association rules associated with each document class Order the classification rules based on their occurrence frequency and discriminative power Used the rules to classify new documents
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Document Clustering

Automatically group related documents based on their contents Require no training sets or predetermined taxonomies, generate a taxonomy at runtime Major steps

Preprocessing Remove stop words, stem, feature extraction, lexical analysis, Hierarchical clustering Compute similarities applying clustering algorithms, Slicing Fan out controls, flatten the tree to configurable number of levels,

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Mining the World-Wide Web

The WWW is huge, widely distributed, global information service center for
Information services: news, advertisements, consumer information, financial management, education, government, ecommerce, etc. Hyper-link information Access and usage information

WWW provides rich sources for data mining Challenges

Too huge for effective data warehousing and data mining Too complex and heterogeneous: no standards and structure

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Mining the World-Wide Web

Growing and changing very rapidly

Internet growth
40000000 35000000 30000000

Hosts

25000000 20000000 15000000 10000000 5000000 0

Sep-69

Sep-72

Sep-75

Sep-78

Sep-81

Sep-84

Sep-87

Sep-90

Sep-93

Sep-96

Broad diversity of user communities Only a small portion of the information on the Web is truly relevant or useful
99% of the Web information is useless to 99% of Web users How can we find high-quality Web pages on a specified topic?

Sep-99

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Web search engines

Index-based: search the Web, index Web pages, and build and store huge keyword-based indices Help locate sets of Web pages containing certain keywords Deficiencies
A topic of any breadth may easily contain hundreds of thousands of documents Many documents that are highly relevant to a topic may not contain keywords defining them

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Web Mining: A more challenging task

Searches for
Web access patterns Web structures Regularity and dynamics of Web contents

Problems
The abundance problem Limited coverage of the Web: hidden Web sources, majority of data in DBMS Limited query interface based on keyword-oriented search Limited customization to individual users

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Web Mining Taxonomy

Web Mining

Web Content Mining

Web Structure Mining

Web Usage Mining

Web Page Content Mining

Search Result Mining

General Access Pattern Tracking

Customized Usage Tracking

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Mining the World-Wide Web

Web Mining Web Content Mining Web Page Content Mining Web Page Summarization WebLog (Lakshmanan et.al. 1996), WebOQL(Mendelzon et.al. 1998) : Web Structuring query languages; Can identify information within given web pages Ahoy! (Etzioni et.al. 1997):Uses heuristics to distinguish personal home pages from other web pages ShopBot (Etzioni et.al. 1997): Looks for product prices within web pages
Data Warehousing/Mining

Web Structure Mining

Web Usage Mining

Search Result Mining

General Access Pattern Tracking

Customized Usage Tracking

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Mining the World-Wide Web

Web Mining
Web Content Mining
Web Page Content Mining

Web Structure Mining

Web Usage Mining

Search Result Mining Search Engine Result Summarization Clustering Search Result (Leouski
and Croft, 1996, Zamir and Etzioni, 1997):
General Access Pattern Tracking Customized Usage Tracking

Categorizes documents using phrases in titles and snippets

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Mining the World-Wide Web

Web Mining
Web Content Mining Web Usage Mining

Web Structure Mining Using Links PageRank (Brin et al., 1998) CLEVER (Chakrabarti et al., 1998) Use interconnections between web pages to give weight to pages.

Search Result Mining

General Access Pattern Tracking

Web Page Content Mining

Using Generalization MLDB (1994), VWV (1998) Uses a multi-level database representation of the Web. Counters (popularity) and link lists are used for capturing structure.

Customized Usage Tracking

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Mining the World-Wide Web

Web Mining

Web Content Mining

Web Structure Mining

Web Usage Mining

Web Page Content Mining Search Result Mining

General Access Pattern Tracking Web Log Mining (Zaane, Xin and Han, 1998) Uses KDD techniques to understand general access patterns and trends. Can shed light on better structure and grouping of resource providers.

Customized Usage Tracking

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Mining the World-Wide Web

Web Mining

Web Content Mining

Web Structure Mining

Web Usage Mining

Web Page Content Mining Search Result Mining

General Access Pattern Tracking

Customized Usage Tracking

Adaptive Sites (Perkowitz and Etzioni, 1997) Analyzes access patterns of each user at a time. Web site restructures itself automatically by learning from user access patterns.

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Mining the Web's Link Structures

Finding authoritative Web pages

Retrieving pages that are not only relevant, but also of high quality, or authoritative on the topic

Hyperlinks can infer the notion of authority

The Web consists not only of pages, but also of hyperlinks pointing from one page to another These hyperlinks contain an enormous amount of latent human annotation A hyperlink pointing to another Web page, this can be considered as the author's endorsement of the other page

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Mining the Web's Link Structures

Problems with the Web linkage structure

Not every hyperlink represents an endorsement Other purposes are for navigation or for paid advertisements If the majority of hyperlinks are for endorsement, the collective opinion will still dominate One authority will seldom have its Web page point to its rival authorities in the same field Authoritative pages are seldom particularly descriptive

Hub
Set of Web pages that provides collections of links to authorities

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HITS (Hyperlink-Induced Topic Search)

Explore interactions between hubs and authoritative pages Use an index-based search engine to form the root set

Many of these pages are presumably relevant to the search topic Some of them should contain links to most of the prominent authorities Include all of the pages that the root-set pages link to, and all of the pages that link to a page in the root set, up to a designated size cutoff An iterative process that determines numerical estimates of hub and authority weights

Expand the root set into a base set

Apply weight-propagation

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Systems Based on HITS

Output a short list of the pages with large hub weights, and the pages with large authority weights for the given search topic

Systems based on the HITS algorithm

Clever, Google: achieve better quality search results than those generated by term-index engines such as AltaVista and those created by human ontologists such as Yahoo!

Difficulties from ignoring textual contexts

Drifting: when hubs contain multiple topics Topic hijacking: when many pages from a single Web site point to the same single popular site

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Automatic Classification of Web Documents

Assign a class label to each document from a set of predefined topic categories Based on a set of examples of preclassified documents Example
Use Yahoo!'s taxonomy and its associated documents as training and test sets Derive a Web document classification scheme Use the scheme classify new Web documents by assigning categories from the same taxonomy

Keyword-based document classification methods Statistical models

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Multilayered Web Information Base

Layer0: the Web itself Layer1: the Web page descriptor layer
Contains descriptive information for pages on the Web An abstraction of Layer0: substantially smaller but still rich enough to preserve most of the interesting, general information Organized into dozens of semistructured classes document, person, organization, ads, directory, sales, software, game, stocks, library_catalog, geographic_data, scientific_data, etc.

Layer2 and up: various Web directory services constructed on top of Layer1
provide multidimensional, application-specific services

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Multiple Layered Web Architecture

Layern ... More Generalized Descriptions

Layer1

Generalized Descriptions

Layer0

Data Warehousing/Mining

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Mining the World-Wide Web

Layer-0: Primitive data Layer-1: dozen database relations representing types of objects (metadata) document, organization, person, software, game, map, image,
document(file_addr, authors, title, publication, publication_date, abstract, language, table_of_contents, category_description, keywords, index, multimedia_attached, num_pages, format, first_paragraphs, size_doc, timestamp, access_frequency, links_out,...)
person(last_name, first_name, home_page_addr, position, picture_attached, phone, e-mail, office_address, education, research_interests, publications, size_of_home_page, timestamp, access_frequency, ...) image(image_addr, author, title, publication_date, category_description, keywords, size, width, height, duration, format, parent_pages, colour_histogram, Colour_layout, Texture_layout, Movement_vector, localisation_vector, timestamp, access_frequency, ...)
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Mining the World-Wide Web

Layer-2: simplification of layer-1
doc_brief(file_addr, authors, title, publication, publication_date, abstract, language, category_description, key_words, major_index, num_pages, format, size_doc, access_frequency, links_out)
person_brief (last_name, first_name, publications,affiliation, e-mail, research_interests, size_home_page, access_frequency)

Layer-3: generalization of layer-2

cs_doc(file_addr, authors, title, publication, publication_date, abstract, language, category_description, keywords, num_pages, form, size_doc, links_out) doc_summary(affiliation, field, publication_year, count, first_author_list, file_addr_list) doc_author_brief(file_addr, authors, affiliation, title, publication, pub_date, category_description, keywords, num_pages, format, size_doc, links_out) person_summary(affiliation, research_interest, year, num_publications, count)
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XML and Web Mining

XML can help to extract the correct descriptors

Standardization would greatly facilitate information extraction
<NAME> eXtensible Markup Language</NAME> <RECOM>World-Wide Web Consortium</RECOM> <SINCE>1998</SINCE> <VERSION>1.0</VERSION> <DESC>Meta language that facilitates more meaningful and precise declarations of document content</DESC> <HOW>Definition of new tags and DTDs</HOW>

Potential problem

XML can help solve heterogeneity for vertical applications, but the freedom to define tags can make horizontal applications on the Web more heterogeneous
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Data Warehousing/Mining

Benefits of Multi-Layer Meta-Web

Benefits:
Multi-dimensional Web info summary analysis Approximate and intelligent query answering Web high-level query answering (WebSQL, WebML) Web content and structure mining Observing the dynamics/evolution of the Web

Is it realistic to construct such a meta-Web?

Benefits even if it is partially constructed Benefits may justify the cost of tool development, standardization and partial restructuring

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Web Usage Mining

Mining Web log records to discover user access patterns of Web pages Applications
Target potential customers for electronic commerce Enhance the quality and delivery of Internet information services to the end user Improve Web server system performance Identify potential prime advertisement locations

Web logs provide rich information about Web dynamics

Typical Web log entry includes the URL requested, the IP address from which the request originated, and a timestamp

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Techniques for Web usage mining

Construct multidimensional view on the Weblog database

Perform multidimensional OLAP analysis to find the top N users, top N accessed Web pages, most frequently accessed time periods, etc.

Perform data mining on Weblog records

Find association patterns, sequential patterns, and trends of Web accessing May need additional information,e.g., user browsing sequences of the Web pages in the Web server buffer

Conduct studies to
Analyze system performance, improve system design by Web caching, Web page prefetching, and Web page swapping

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Mining the World-Wide Web

Design of a Web Log Miner

Web log is filtered to generate a relational database A data cube is generated form database OLAP is used to drill-down and roll-up in the cube OLAM is used for mining interesting knowledge

Web log

Database

Data Cube

Knowledge Sliced and diced cube

1 Data Cleaning

2 Data Cube Creation

3 OLAP

4 Data Mining
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Data Warehousing/Mining

Summary (1)

Mining complex types of data include object data, spatial data, multimedia data, time-series data, text data, and Web data Object data can be mined by multi-dimensional generalization of complex structured data, such as plan mining for flight sequences Spatial data warehousing, OLAP and mining facilitates multidimensional spatial analysis and finding spatial associations, classifications and trends Multimedia data mining needs content-based retrieval and similarity search integrated with mining methods
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Summary (2)

Time-series/sequential data mining includes trend analysis, similarity search in time series, mining sequential patterns and periodicity in time sequence Text mining goes beyond keyword-based and similaritybased information retrieval and discovers knowledge from semi-structured data using methods like keywordbased association and document classification Web mining includes mining Web link structures to identify authoritative Web pages, the automatic classification of Web documents, building a multilayered Web information base, and Weblog mining
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Data Warehousing/Mining