Data Mining

Sanjoy Barman Ray

Introduction

Motivation: Why data mining? What is data mining? Data Mining: On what kind of data? Data mining functionality Are all the patterns interesting? Classification of data mining systems Data Mining Task Primitives

Integration of data mining system with a DB and DW

System

Major issues in data mining

Why Data Mining?

The Explosive Growth of Data

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, scientific simulation, Society and everyone: news, digital cameras,

We are drowning in data, but starving for knowledge! Necessity is the mother of inventionData miningAutomated
3 analysis of massive data sets

Evolution of Database Technology

1960s:

Data collection, database creation, IMS and network DBMS Relational data model, relational DBMS implementation RDBMS, advanced data models (extended-relational, OO, deductive, etc.) Application-oriented DBMS (spatial, scientific, engineering, etc.) Data mining, data warehousing, multimedia databases, and Web databases Stream data management and mining

1970s:

1980s:

1990s:

2000s

Data mining and its applications

Web technology (XML, data integration) and global information systems

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. Simple search and query processing
(Deductive) expert systems

Watch out: Is everything data mining?

Why Data Mining?Potential Applications

Data analysis and decision support

Market analysis and management

Target marketing, customer relationship management (CRM), market basket analysis, cross selling, market segmentation

Risk analysis and management

Forecasting, customer retention, improved underwriting, quality control, competitive analysis

Fraud detection and detection of unusual patterns (outliers)

Other Applications

Text mining (news group, email, documents) and Web mining Stream data mining Bioinformatics and bio-data analysis

Ex. 1: Market Analysis and Management

Where does the data come from?Credit card transactions, loyalty cards, discount coupons, customer complaint calls, plus (public) lifestyle studies Target marketing

Find clusters of model customers who share the same characteristics: interest, income level, spending habits, etc., Determine customer purchasing patterns over time

Cross-market analysisFind associations/co-relations between product sales, & predict based on such association Customer profilingWhat types of customers buy what products (clustering or classification) Customer requirement analysis

Identify the best products for different customers Predict what factors will attract new customers Multidimensional summary reports Statistical summary information (data central tendency and variation)

Provision of summary information

Ex. 2: Corporate Analysis & Risk Management

Finance planning and asset evaluation

cash flow analysis and prediction

contingent claim analysis to evaluate assets cross-sectional and time series analysis (financial-ratio, trend analysis, etc.)

Resource planning

summarize and compare the resources and spending

Competition

monitor competitors and market directions

group customers into classes and a class-based pricing procedure

set pricing strategy in a highly competitive market

Ex. 3: Fraud Detection & Mining Unusual Patterns

Approaches: Clustering & model construction for frauds, outlier analysis

Applications: Health care, retail, credit card service, telecomm.

Auto insurance: ring of collisions Money laundering: suspicious monetary transactions Medical insurance

Professional patients, ring of doctors, and ring of references Unnecessary or correlated screening tests Phone call model: destination of the call, duration, time of day or week. Analyze patterns that deviate from an expected norm Analysts estimate that 38% of retail shrink is due to dishonest employees

Telecommunications: phone-call fraud

Retail industry

Anti-terrorism

Knowledge Discovery (KDD) Process

Data miningcore of knowledge discovery process

Pattern Evaluation

Data Mining Task-relevant Data Data Warehouse Selection

Data Cleaning
Data Integration Databases

10

KDD Process: Several Key Steps

Learning the application domain

relevant prior knowledge and goals of application

Creating a target data set: data selection Data cleaning and preprocessing: (may take 60% of effort!) Data reduction and transformation

Find useful features, dimensionality/variable reduction, invariant representation summarization, classification, regression, association, clustering

Choosing functions of data mining

Choosing the mining algorithm(s) Data mining: search for patterns of interest Pattern evaluation and knowledge presentation

visualization, transformation, removing redundant patterns, etc.

Use of discovered knowledge

11

Data Mining and Business Intelligence

Increasing potential to support business decisions

Decision Making
Data Presentation Visualization Techniques Data Mining Information Discovery

End User

Business Analyst Data Analyst

Data Exploration Statistical Summary, Querying, and Reporting Data Preprocessing/Integration, Data Warehouses Data Sources Paper, Files, Web documents, Scientific experiments, Database Systems
DBA

12

Data Mining: Confluence of Multiple Disciplines

Database Technology

Statistics

Machine Learning
Pattern Recognition

Data Mining

Visualization

Algorithm

Other Disciplines

13

Why Not Traditional Data Analysis?

Tremendous amount of data

Algorithms must be highly scalable to handle such as tera-bytes of data Micro-array may have tens of thousands of dimensions Data streams and sensor data

High-dimensionality of data

High complexity of 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, scientific simulations

New and sophisticated applications

14

Multi-Dimensional View of Data Mining

Data to be mined

Relational, data warehouse, transactional, stream, object-oriented/relational, active, spatial, time-series, text, multi-media, heterogeneous, legacy, WWW

Knowledge to be mined

Characterization, discrimination, association, classification, clustering, trend/deviation, outlier analysis, etc. Multiple/integrated functions and mining at multiple levels

Techniques utilized

Database-oriented, data warehouse (OLAP), machine learning, statistics, visualization, etc.

Applications adapted

Retail, telecommunication, banking, fraud analysis, bio-data mining, stock market analysis, text mining, Web mining, etc.

15

Data Mining: Classification Schemes

General functionality

Descriptive data mining Predictive data mining

Different views lead to different classifications

Data view: Kinds of data to be mined Knowledge view: Kinds of knowledge to be discovered Method view: Kinds of techniques utilized

Application view: Kinds of applications adapted

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

Data Mining Functionalities

Multidimensional concept description: Characterization and discrimination

Generalize, summarize, and contrast data characteristics, e.g., dry vs. wet regions
Diaper Beer [0.5%, 75%] (Correlation or causality?)

Frequent patterns, association, correlation vs. causality

Classification and prediction

Construct models (functions) that 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 or missing numerical values

18

Data Mining Functionalities (2)

Cluster analysis Class label is unknown: Group data to form new classes, e.g., cluster houses to find distribution patterns Maximizing intra-class similarity & minimizing interclass similarity Outlier analysis Outlier: Data object that does not comply with the general behavior of the data Noise or exception? Useful in fraud detection, rare events analysis Trend and evolution analysis Trend and deviation: e.g., regression analysis Periodicity analysis Similarity-based analysis Other pattern-directed or statistical analyses

19

Are All the Discovered Patterns Interesting?

Data mining may generate thousands of patterns: Not all of them are interesting

Suggested approach: Human-centered, query-based, focused mining

Interestingness measures

A pattern is interesting if it is easily understood by humans, valid on new or test data with some degree of certainty, potentially useful, novel, or validates some

hypothesis that a user seeks to confirm

Objective vs. subjective interestingness measures

Objective: based on statistics and structures of patterns, e.g., support, confidence, etc.

Subjective: based on users belief in the data, e.g., unexpectedness, novelty,

actionability, etc.

20

Find All and Only Interesting Patterns?

Find all the interesting patterns: Completeness

Can a data mining system find all the interesting patterns? Do we need to find all of the interesting patterns?
Heuristic vs. exhaustive search Association vs. classification vs. clustering

Search for only interesting patterns: An optimization problem

Can a data mining system find only the interesting patterns? Approaches

First general all the patterns and then filter out the uninteresting ones Generate only the interesting patternsmining query optimization

21

Why Data Mining Query Language?

Automated vs. query-driven?

Finding all the patterns autonomously in a database?unrealistic because the patterns could be too many but uninteresting

Data mining should be an interactive process

User directs what to be mined

Users must be provided with a set of primitives to be used to communicate with the data mining system
Incorporating these primitives in a data mining query language

More flexible user interaction Foundation for design of graphical user interface Standardization of data mining industry and practice

22

DMQLA Data Mining Query Language

Motivation

A DMQL can provide the ability to support ad-hoc and interactive data mining By providing a standardized language like SQL

Hope to achieve a similar effect like that SQL has on relational database Foundation for system development and evolution

Facilitate information exchange, technology transfer, commercialization and wide acceptance

23

An Example Query in DMQL

24

Integration of Data Mining and Data Warehousing

Data mining systems, DBMS, Data warehouse systems coupling

No coupling, loose-coupling, semi-tight-coupling, tight-coupling

On-line analytical mining data

integration of mining and OLAP technologies

Interactive mining multi-level knowledge

Necessity of mining knowledge and patterns at different levels of abstraction by drilling/rolling, pivoting, slicing/dicing, etc.

Integration of multiple mining functions

Characterized classification, first clustering and then association

25

Coupling Data Mining with DB/DW Systems

No couplingflat file processing, not recommended

Loose coupling

Fetching data from DB/DW

Semi-tight couplingenhanced DM performance

Provide efficient implement a few data mining primitives in a DB/DW system, e.g., sorting, indexing, aggregation, histogram analysis, multiway join, precomputation of some stat functions

Tight couplingA uniform information processing environment

DM is smoothly integrated into a DB/DW system, mining query is optimized based on mining query, indexing, query processing methods, etc.

26

Architecture: Typical Data Mining System

Graphical User Interface Pattern Evaluation Data Mining Engine Database or Data Warehouse Server
data cleaning, integration, and selection Knowl edgeBase

Database
27

Data World-Wide Other Info Repositories Warehouse Web

Major Issues in Data Mining

Mining methodology

Mining different kinds of knowledge from diverse data types, e.g., bio, stream, Web

Performance: efficiency, effectiveness, and scalability

Pattern evaluation: the interestingness problem Incorporation of background knowledge Handling noise and incomplete data Parallel, distributed and incremental mining methods Integration of the discovered knowledge with existing one: knowledge fusion Data mining query languages and ad-hoc mining Expression and visualization of data mining results

User interaction

Interactive mining of knowledge at multiple levels of abstraction

Domain-specific data mining & invisible data mining Protection of data security, integrity, and privacy

Applications and social impacts

28

What Is Association Rule Mining?

Frequent patterns: patterns (set of items, sequence, etc.) that occur frequently in a database [AIS93] Frequent pattern mining: finding regularities in data

What products were often purchased together? Beer and diapers?! What are the subsequent purchases after buying a car? Can we automatically profile customers?

29

Basics

Itemset: a set of items

E.g., acm={a, c, m} Sup(acm)=3

Transaction database TDB

TID
100 200 300 400 500

Support of itemsets

Items bought
f, a, c, d, g, I, m, p a, b, c, f, l,m, o b, f, h, j, o b, c, k, s, p a, f, c, e, l, p, m, n

Given min_sup=3, acm is a frequent pattern Frequent pattern mining: find all frequent patterns in a database

30

Frequent Pattern Mining Methods

Apriori and its variations/improvements Mining frequent-patterns without candidate generation Mining max-patterns and closed itemsets Mining multi-dimensional, multi-level frequent patterns with flexible support constraints Interestingness: correlation and causality

31

Apriori: Candidate Generation-and-test

Any subset of a frequent itemset must be also frequent an anti-monotone property

A transaction containing {beer, diaper, nuts} also contains {beer, diaper} {beer, diaper, nuts} is frequent {beer, diaper} must also be frequent

No superset of any infrequent itemset should be generated or tested

Many item combinations can be pruned

32

Apriori-based Mining

Generate length (k+1) candidate itemsets from length k frequent itemsets, and Test the candidates against DB

33

Apriori Algorithm

A level-wise, candidate-generation-and-test approach (Agrawal & Srikant 1994)

Items a, c, d b, c, e a, b, c, e b, e

Data base D
TID 10 20 30 40

1-candidates
Scan D
Itemset a b c d e Sup 2 3 3 1 3

Freq 1-itemsets
Itemset a b c e Sup 2 3 3 3

2-candidates
Itemset ab ac ae bc be ce

Min_sup=2 3-candidates
Scan D
Itemset bce

Freq 2-itemsets
Itemset ac bc be ce Sup 2 2 3 2

Counting
Itemset ab ac ae bc be ce Sup 1 2 1 2 3 2

Scan D

Freq 3-itemsets
Itemset bce 34 Sup 2

The Apriori Algorithm

Ck: Candidate itemset of size k Lk : frequent itemset of size k L1 = {frequent items}; for (k = 1; Lk !=; k++) do

return k Lk;

Ck+1 = candidates generated from Lk; for each transaction t in database do increment the count of all candidates in Ck+1 that are contained in t Lk+1 = candidates in Ck+1 with min_support

35

Important Details of Apriori

How to generate candidates?

Step 1: self-joining Lk Step 2: pruning

How to count supports of candidates?

36

How to Generate Candidates?

Suppose the items in Lk-1 are listed in an order Step 1: self-join Lk-1
INSERT INTO Ck SELECT p.item1, p.item2, , p.itemk-1, q.itemk-1 FROM Lk-1 p, Lk-1 q WHERE p.item1=q.item1, , p.itemk-2=q.itemk-2, p.itemk-1 < q.itemk-1

Step 2: pruning

For each itemset c in Ck do For each (k-1)-subsets s of c do if (s is not in Lk-1) then delete c from Ck

37

Example of Candidate-generation

L3={abc, abd, acd, ace, bcd} Self-joining: L3*L3

abcd from abc and abd acde from acd and ace acde is removed because ade is not in L3

Pruning:

C4={abcd}

38

How to Count Supports of Candidates?

Why counting supports of candidates a problem?

The total number of candidates can be very huge One transaction may contain many candidates Candidate itemsets are stored in a hash-tree Leaf node of hash-tree contains a list of itemsets and counts Interior node contains a hash table Subset function: finds all the candidates contained in a transaction

Method:

39

Challenges of Frequent Pattern Mining

Challenges

Multiple scans of transaction database Huge number of candidates Tedious workload of support counting for candidates

Improving Apriori: general ideas

Reduce number of transaction database scans Shrink number of candidates Facilitate support counting of candidates

40

Summary

Data mining: Discovering interesting patterns from large amounts 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 information repositories

Data mining functionalities: characterization, discrimination, association, classification, clustering, outlier and trend analysis, etc. Data mining systems and architectures

Major issues in data mining

41

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. PiatetskyShapiro, P. Smyth, and R. Uthurusamy, 1996)

1995-1998 International Conferences on Knowledge Discovery in Databases and Data Mining (KDD95-98)

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

42

Conferences and Journals on Data Mining

KDD Conferences

Other related conferences ACM SIGMOD VLDB (IEEE) ICDE WWW, SIGIR ICML, CVPR, NIPS

ACM SIGKDD Int. Conf. on Knowledge Discovery in Databases and Data Mining (KDD) SIAM Data Mining Conf. (SDM) (IEEE) Int. Conf. on Data Mining (ICDM) Conf. on Principles and practices of Knowledge Discovery and Data Mining (PKDD) Pacific-Asia Conf. on Knowledge Discovery and Data Mining (PAKDD)

Journals

Data Mining and Knowledge Discovery (DAMI or DMKD)

IEEE Trans. On Knowledge and Data Eng. (TKDE) KDD Explorations

ACM Trans. on KDD

43

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 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. Conferences: Machine learning (ML), AAAI, IJCAI, COLT (Learning Theory), CVPR, NIPS, etc.

Database systems (SIGMOD: ACM SIGMOD AnthologyCD ROM)

AI & Machine Learning

Journals: Machine Learning, Artificial Intelligence, Knowledge and Information Systems, IEEEPAMI, etc.
Conferences: SIGIR, WWW, CIKM, etc. Journals: WWW: Internet and Web Information Systems, Conferences: Joint Stat. Meeting, etc. Journals: Annals of statistics, etc. Conference proceedings: CHI, ACM-SIGGraph, etc. Journals: IEEE Trans. visualization and computer graphics, etc.

Web and IR

Statistics

Visualization

44

Recommended Reference Books

S. Chakrabarti. Mining the Web: Statistical Analysis of Hypertex and Semi-Structured Data. Morgan Kaufmann, 2002 R. O. Duda, P. E. Hart, and D. G. Stork, Pattern Classification, 2ed., Wiley-Interscience, 2000 T. Dasu and T. Johnson. Exploratory Data Mining and Data Cleaning. John Wiley & Sons, 2003 U. M. Fayyad, G. Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy. Advances in Knowledge Discovery and Data Mining. AAAI/MIT Press, 1996

U. Fayyad, G. Grinstein, and A. Wierse, Information Visualization in Data Mining and Knowledge Discovery, Morgan Kaufmann, 2001

J. Han and M. Kamber. Data Mining: Concepts and Techniques. Morgan Kaufmann, 2nd ed., 2006
D. J. Hand, H. Mannila, and P. Smyth, Principles of Data Mining, MIT Press, 2001 T. Hastie, R. Tibshirani, and J. Friedman, The Elements of Statistical Learning: Data Mining, Inference, and Prediction, Springer-Verlag, 2001

T. M. Mitchell, Machine Learning, McGraw Hill, 1997 G. Piatetsky-Shapiro and W. J. Frawley. Knowledge Discovery in Databases. AAAI/MIT Press, 1991 P.-N. Tan, M. Steinbach and V. Kumar, Introduction to Data Mining, Wiley, 2005 S. M. Weiss and N. Indurkhya, Predictive Data Mining, Morgan Kaufmann, 1998 I. H. Witten and E. Frank, Data Mining: Practical Machine Learning Tools and Techniques with Java

45 Implementations, Morgan Kaufmann, 2nd ed. 2005