CRISP-DM

CSE634 Data Mining

Prof. Anita Wasilewska

Jae Hong Kil (105228510)

References
Pete Chapman (NCR), Julian Clinton (SPSS), Randy Kerber (NCR),
Thomas Khabaza (SPSS), Thomas Reinartz, (DaimlerChrysler), Colin
Shearer (SPSS) and Rdiger Wirth (DaimlerChrysler) CRISP-DM 1.0 Step-by-step data mining guide
P. Gonzalez-Aranda, E.Menasalvas, S.Millan, F. Segovia Towards a
Methodology for Data Mining Project Development: The Importance of
Abstraction
Laura Squier What is Data Mining? PPT
The CRISP-DM Model: The New Blueprint for DataMining, Colin
Shearer, JOURNAL of Data Warehousing, Volume 5, Number 4,
p. 13-22, 2000

References
Websites
http://www.crisp-dm.org/
http://www.crisp-dm.org/CRISPWP-800.pdf
http://www.spss.com/
http://www.kdnuggets.com/

Overview
Introduction to CRISP-DM
Phases and Tasks
Summary

CRISP-DM
CRoss-Industry Standard Process
for Data Mining

Why Should There be a Standard Process?

The data mining process must be reliable and
repeatable by people with little data mining
background.

Why Should There be a Standard Process?

Framework for recording experience
Allows projects to be replicated

Aid to project planning and management

Comfort factor for new adopters
Demonstrates maturity of Data Mining
Reduces dependency on stars

Process Standardization
Initiative launched in late 1996 by three veterans of data mining market.
Daimler Chrysler (then Daimler-Benz), SPSS (then ISL) , NCR
Developed and refined through series of workshops (from 1997-1999)
Over 300 organization contributed to the process model
Published CRISP-DM 1.0 (1999)
Over 200 members of the CRISP-DM SIG worldwide
- DM Vendors - SPSS, NCR, IBM, SAS, SGI, Data Distilleries, Syllogic, etc.
- System Suppliers / consultants - Cap Gemini, ICL Retail, Deloitte & Touche, etc.
- End Users - BT, ABB, Lloyds Bank, AirTouch, Experian, etc.

CRISP-DM

Non-proprietary
Application/Industry neutral
Tool neutral
Focus on business issues
As well as technical analysis

Framework for guidance

Experience base
Templates for Analysis

CRISP-DM: Overview

Data Mining methodology

Process Model
For anyone
Provides a complete blueprint
Life cycle: 6 phases

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CRISP-DM: Phases
Business Understanding

Project objectives and requirements understanding, Data mining problem definition

Data Understanding

Initial data collection and familiarization, Data quality problems identification

Data Preparation

Table, record and attribute selection, Data transformation and cleaning

Modeling

Modeling techniques selection and application, Parameters calibration

Evaluation

Business objectives & issues achievement evaluation

Deployment

Result model deployment, Repeatable data mining process implementation

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Phases and Tasks

Business
Understanding

Data
Understanding

Data
Preparation

Modeling

Evaluation

Deployment

Determine
Business
Objectives

Collect
Initial
Data

Select
Data

Select
Modeling
Technique

Evaluate
Results

Plan
Deployment

Assess
Situation

Describe
Data

Clean
Data

Generate
Test Design

Review
Process

Plan Monitering
&
Maintenance

Determine
Data Mining
Goals

Explore
Data

Construct
Data

Build
Model

Determine
Next Steps

Produce
Final
Report

Produce
Project Plan

Verify
Data
Quality

Integrate
Data

Assess
Model

Review
Project

Format
Data

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Phase 1. Business Understanding

Statement of Business Objective
Statement of Data Mining Objective
Statement of Success Criteria
Focuses on understanding the project objectives and requirements
from a business perspective, then converting this knowledge into a
data mining problem definition and a preliminary plan designed to
achieve the objectives

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Phase 1. Business Understanding

Determine business objectives
- thoroughly understand, from a business perspective, what the client really
wants to accomplish
- uncover important factors, at the beginning, that can influence the
outcome of the project
- neglecting this step is to expend a great deal of effort producing the right
answers to the wrong questions

Assess situation
- more detailed fact-finding about all of the resources, constraints,
assumptions and other factors that should be considered
- flesh out the details

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Phase 1. Business Understanding

Determine data mining goals
- a business goal states objectives in business terminology
- a data mining goal states project objectives in technical terms
ex) the business goal: Increase catalog sales to existing customers.
a data mining goal: Predict how many widgets a customer will buy,
given their purchases over the past three years,
demographic information (age, salary, city) and
the price of the item.

Produce project plan

- describe the intended plan for achieving the data mining goals and the
business goals
- the plan should specify the anticipated set of steps to be performed during
the rest of the project including an initial selection of tools and techniques

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Phase 2. Data Understanding

Explore the Data
Verify the Quality
Find Outliers

Starts with an initial data collection and proceeds with activities in

order to get familiar with the data, to identify data quality problems, to
discover first insights into the data or to detect interesting subsets to
form hypotheses for hidden information.

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Phase 2. Data Understanding

Collect initial data
-

acquire within the project the data listed in the project resources
includes data loading if necessary for data understanding
possibly leads to initial data preparation steps
if acquiring multiple data sources, integration is an additional issue, either
here or in the later data preparation phase

Describe data
- examine the gross or surface properties of the acquired data
- report on the results

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Phase 2. Data Understanding

Explore data
- tackles the data mining questions, which can be addressed using
querying, visualization and reporting including:
distribution of key attributes, results of simple aggregations
relations between pairs or small numbers of attributes
properties of significant sub-populations, simple statistical analyses
- may address directly the data mining goals
- may contribute to or refine the data description and quality reports
- may feed into the transformation and other data preparation needed

Verify data quality

- examine the quality of the data, addressing questions such as:
Is the data complete?, Are there missing values in the data?

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Phase 3. Data Preparation

Takes usually over 90% of the time
- Collection
- Assessment
- Consolidation and Cleaning
- Data selection
- Transformations
Covers all activities to construct the final dataset from the initial raw data. Data
preparation tasks are likely to be performed multiple times and not in any prescribed
order. Tasks include table, record and attribute selection as well as transformation
and cleaning of data for modeling tools.

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Phase 3. Data Preparation

Select data
- decide on the data to be used for analysis
- criteria include relevance to the data mining goals, quality and technical
constraints such as limits on data volume or data types
- covers selection of attributes as well as selection of records in a table

Clean data
- raise the data quality to the level required by the selected analysis
techniques
- may involve selection of clean subsets of the data, the insertion of
suitable defaults or more ambitious techniques such as the estimation of
missing data by modeling

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Phase 3. Data Preparation

Construct data
- constructive data preparation operations such as the production of derived
attributes, entire new records or transformed values for existing
attributes

Integrate data
- methods whereby information is combined from multiple tables or records
to create new records or values

Format data
- formatting transformations refer to primarily syntactic modifications made
to the data that do not change its meaning, but might be required by the
modeling tool

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Phase 4. Modeling
Select the modeling technique
(based upon the data mining objective)

Build model
(Parameter settings)
Assess model (rank the models)
Various modeling techniques are selected and applied and their parameters are calibrated to optimal
values. Some techniques have specific requirements on the form of data. Therefore, stepping back to
the data preparation phase is often necessary.

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Phase 4. Modeling
Select modeling technique
- select the actual modeling technique that is to be used
ex) decision tree, neural network
- if multiple techniques are applied, perform this task for each techniques
separately

Generate test design

- before actually building a model, generate a procedure or mechanism to
test the models quality and validity
ex) In classification, it is common to use error rates as quality measures
for data mining models. Therefore, typically separate the dataset into
train and test set, build the model on the train set and estimate its
quality on the separate test set

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Phase 4. Modeling
Build model
- run the modeling tool on the prepared dataset to create one or more
models

Assess model
- interprets the models according to his domain knowledge, the data mining
success criteria and the desired test design
- judges the success of the application of modeling and discovery
techniques more technically
- contacts business analysts and domain experts later in order to discuss
the data mining results in the business context
- only consider models whereas the evaluation phase also takes into
account all other results that were produced in the course of the project

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Phase 5. Evaluation
Evaluation of model

- how well it performed on test data

Methods and criteria
- depend on model type
Interpretation of model

important or not, easy or hard depends on algorithm

Thoroughly evaluate the model and review the steps executed to construct the model to be certain
it properly achieves the business objectives. A key objective is to determine if there is some
important business issue that has not been sufficiently considered. At the end of this phase, a
decision on the use of the data mining results should be reached

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Phase 5. Evaluation
Evaluate results
- assesses the degree to which the model meets the business
objectives
- seeks to determine if there is some business reason why this
model is deficient
- test the model(s) on test applications in the real application if
time and budget constraints permit
- also assesses other data mining results generated
- unveil additional challenges, information or hints for future
directions

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Phase 5. Evaluation
Review process
- do a more thorough review of the data mining engagement in order to
determine if there is any important factor or task that has somehow been
overlooked
- review the quality assurance issues
ex) Did we correctly build the model?

Determine next steps

- decides how to proceed at this stage
- decides whether to finish the project and move on to deployment if
appropriate or whether to initiate further iterations or set up new data
mining projects
- include analyses of remaining resources and budget that influences the
decisions

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Phase 6. Deployment
Determine how the results need to be utilized
Who needs to use them?

How often do they need to be used

Deploy Data Mining results by
Scoring a database, utilizing results as business rules,
interactive scoring on-line

The knowledge gained will need to be organized and presented in a way that the
customer can use it. However, depending on the requirements, the deployment
phase can be as simple as generating a report or as complex as implementing a
repeatable data mining process across the enterprise.

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Phase 6. Deployment
Plan deployment
- in order to deploy the data mining result(s) into the business, takes the
evaluation results and concludes a strategy for deployment
- document the procedure for later deployment

Plan monitoring and maintenance

- important if the data mining results become part of the day-to-day
business and it environment
- helps to avoid unnecessarily long periods of incorrect usage of data mining
results
- needs a detailed on monitoring process
- takes into account the specific type of deployment

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Phase 6. Deployment
Produce final report
- the project leader and his team write up a final report
- may be only a summary of the project and its experiences
- may be a final and comprehensive presentation of the data mining
result(s)

Review project
- assess what went right and what went wrong, what was done well and
what needs to be improved

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Summary
Why CRISP-DM?
The data mining process must be reliable and repeatable by
people with little data mining skills
CRISP-DM provides a uniform framework for
- guidelines
- experience documentation
CRISP-DM is flexible to account for differences
- Different business/agency problems
- Different data

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Questions & Discussion

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Thank you
very much!!!

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