Data Mining:

Concepts and Techniques

(3rd ed.)

Unit-II (a): Data Mining

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 Unit-II (a): Data Mining
1. Why Data Mining?

2. What Is Data Mining?

3. What Kinds of Data Can Be Mined?

4. What Kinds of Patterns Can Be Mined?

5. Major Issues in Data Mining

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 1. 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, scientific 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

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 1. Why Data Mining?
i. Moving toward the Information Age
 We are living in the information age.
 The world is data rich but information poor.
 The number of people who search for flu-related information
and the number of people who actually have flu symptoms

ii. Data Mining as the Evolution of Information Technology

 Data Collection and Database Creation
 DBMS
 Advanced Database Systems
 Advanced Data Analysis
 Data tombs into “golden nuggets” of knowledge.

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 Unit-II (a): Data Mining
1. Why Data Mining?

2. What Is Data Mining?

3. What Kinds of Data Can Be Mined?

4. What Kinds of Patterns Can Be Mined?

5. Major Issues in Data Mining

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 2. 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

 Alternative names
 Knowledge discovery (mining) in databases (KDD),
knowledge extraction, data/pattern analysis, data
archeology, data dredging, information harvesting,
business intelligence, etc.

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 Knowledge Discovery (KDD) Process
 This is a view from typical database
systems and data warehousing
communities Pattern Evaluation
 Data mining plays an essential role in
the knowledge discovery process
Data Mining

Task-relevant Data

Data Warehouse Selection

Data Cleaning

Data Integration

Databases
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 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

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 Data Mining in Business Intelligence

Increasing potential
to support
business decisions End User
Decision
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
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 Unit-II (a): Data Mining
1. Why Data Mining?

2. What Is Data Mining?

3. What Kinds of Data Can Be Mined?

4. What Kinds of Patterns Can Be Mined?

5. Major Issues in Data Mining

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 3. Data Mining: On What Kinds of Data?

i. Database-oriented data sets and applications

 Relational database

 Data Warehouse

 Transactional database

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ii. Other Kinds of Data
 Data streams and sensor data
 Time-series data, temporal data, sequence data
 Structure data, graphs, social networks
 Object-relational databases
 Heterogeneous databases and legacy databases
 Spatial data and spatiotemporal data
 Multimedia database
 Text databases
 The World-Wide Web

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 Unit-II (a): Data Mining
1. Why Data Mining?

2. What Is Data Mining?

3. What Kinds of Data Can Be Mined?

4. What Kinds of Patterns Can Be Mined?

5. Major Issues in Data Mining

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 4. Data Mining Techniques

i. Class/Concept Description: Characterization and

Discrimination

ii. Mining Frequent Patterns, Associations, and

Correlations

iii. Classification and Regression for Predictive Analysis

iv. Cluster Analysis

v. Outlier Analysis

vi. Are All Patterns Interesting?

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 Data Mining Tasks

 Data mining functionalities are used to specify the

kinds of patterns to be found in data mining tasks.

 Descriptive mining tasks characterize properties of

the data in a target data set.

 Predictive mining tasks perform induction on the

current data in order to make predictions.

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i. Data characterization & discrimination
 It is a summarization of the general characteristics or features
of a target class of data.

 Output:
 pie charts, bar charts, curves, multidimensional data cubes,

and multidimensional tables, including crosstabs.

 Data discrimination is a comparison of the general features of

the target class data objects against the general features of
objects from one or multiple contrasting classes.

 The target and contrasting classes can be specified by a user,

and the corresponding data objects can be retrieved through
database queries. (Output: discriminant rules)
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 (ii) 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, confidence)
 Are strongly associated items also strongly correlated?
 How to mine such patterns and rules efficiently in large
datasets?
 How to use such patterns for classification, clustering,
and other applications?
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 Classification and Regression for
Predictive Analysis
 Classification 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 classification, support vector
machines, neural networks, rule-based classification, pattern-based
classification, logistic regression, …
 Typical applications:
 Credit card fraud detection, direct marketing, classifying stars,
diseases, web-pages, …

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 (iv) Cluster Analysis

 Unsupervised learning (i.e., Class label is unknown)

 Group data to form new categories (i.e., clusters),

e.g., cluster houses to find distribution patterns

 Principle: Maximizing intra-class similarity &

minimizing interclass similarity

 Many methods and applications

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 (v) 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

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 (vi) Are all mined knowledge interesting

 A pattern is interesting if it is
(1) easily understood by humans,
(2) valid on new or test data with some degree of certainty,
(3) potentially useful, and
(4) novel.

 A pattern is also interesting if it validates a hypothesis that

the user sought to confirm.

 Evaluation of mined knowledge → directly mine only

interesting knowledge?
 Support and Confidence
 Coverage
 Accuracy
 Timeliness
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 Unit-II (a): Data Mining
1. Why Data Mining?

2. What Is Data Mining?

3. What Kinds of Data Can Be Mined?

4. What Kinds of Patterns Can Be Mined?

5. Major Issues in Data Mining

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 5. Major Issues in Data Mining
i. Mining Methodology
 Mining various and new kinds of knowledge (Integrated Clustering)
 Mining knowledge in multi-dimensional space (CHG & Data Cube)
 Data mining: An interdisciplinary effort (Text & Bug Mining)
 Boosting the power of discovery in a networked environment
 Handling noise, uncertainty, & incompleteness of data (Cleaning)
 Pattern evaluation & pattern-or constraint-guided mining (Beliefs)
ii. User Interaction
 Interactive mining (UI, diff. mining requests, search, OLAP Oper’s)
 Incorporation of background knowledge (Domain knowledge)
 Ad hoc data mining and data mining query languages (SQL/DMQL)
 Presentation and visualization of data mining results (Understandable)

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 Contd..
iii. Efficiency and Scalability
 Efficiency & scalability of DM algorithms (Time & Performance)
 Parallel, distributed, stream, and incremental mining methods

iv. Diversity of data types

 Handling complex types of data (Stream, Text, Web data)
 Mining dynamic, networked, & global data repositories (Unstructured)

v. Data Mining and Society

 Social impacts of data mining (Benefits, misuse, protection rights)
 Privacy-preserving data mining (Sensitivity and Privacy)
 Invisible data mining (Future Recommendations- purchase, interests)

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 Summary
 Data mining: Discovering interesting patterns and knowledge
from massive amount of data.

 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, classification, clustering, trend and outlier analysis.

 Major issues in data mining

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