Data Mining:

Concepts and Techniques

(3rd ed.)

— Chapter 1 —

Jiawei Han, Micheline Kamber, and Jian Pei

University of Illinois at Urbana-Champaign &
Simon Fraser University
©2011 Han, Kamber & Pei. All rights reserved.
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
What Is Data Mining?

3
 Knowledge Discovery (KDD) Process
 This is a view from typical
database systems and data
Pattern Evaluation & Prentation
warehousing communities
 Data mining plays an essential
role in the knowledge discovery
process Data Mining Pattern

Task-relevant Data

Data Data Selection & Transformation

Warehouse
Data Cleaning

Data Integration

Databases
4
 Knowledge discovery as a process
is depicted in Figure 1.4 and consists of an iterative sequence of the following steps:
1.
Data cleaning (to remove noise and inconsistent data)
2.
1
Data integration (where multiple data sources may be combined)
3.
Data selection (where data relevant to the analysis task are retrieved fromthe database)
4.
Data transformation (where data are transformed or consolidated into forms appro
2
priate
for mining by performing summary or aggregation operations, for instance)
5.
Data mining (an essential process where intelligent methods are applied in order to
extract data patterns)
6.
Pattern evaluation (to identify the truly interesting patterns representing knowledge
based on some interestingness measures; Section 1.5)
7.
Knowledge presentation (where visualization and knowledge representation tech
niques
are used to present the mined knowledge to the user)

April 21, 2024 Data Mining: Concepts and Techniques 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
 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
7
 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

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 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
9
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

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 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, 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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Data Mining Function: (3) Classification

 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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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 find distribution patterns
 Principle: Maximizing intra-class similarity & minimizing
interclass similarity
 Many methods and applications

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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

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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., first 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 infinite, data streams

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 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 mining, …

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 Evaluation of Knowledge
 Are all mined knowledge interesting?
 One can mine tremendous amount of “patterns” and knowledge
 Some may fit 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
 …
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 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
 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
19
 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
20
 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 effort
 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

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 Major Issues in Data Mining (2)

 Efficiency and Scalability

 Efficiency 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

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 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
23
 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
24
 Measuring the Central Tendency
 Mean (algebraic measure) (sample vs. population): 1 n
x   xi   x
Note: n is sample size and N is population size. n i 1 N
n
Weighted arithmetic mean:
w x

i i
 Trimmed mean: chopping extreme values x i 1
n
 Median: w i 1
i
 Middle value if odd number of values, or average of the
middle two values otherwise
 Estimated by interpolation (for grouped data):
n / 2  ( freq )l
median  L1  ( ) width
 Mode freq median
 Value that occurs most frequently in the data
 Unimodal, bimodal, trimodal
 Empirical formula:
mean  mode  3  (mean  median)
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 Data Visualization
 Why data visualization?
 Gain insight into an information space by mapping data onto graphical
primitives
 Provide qualitative overview of large data sets
 Search for patterns, trends, structure, irregularities, relationships among
data
 Help find interesting regions and suitable parameters for further
quantitative analysis
 Provide a visual proof of computer representations derived
 Categorization of visualization methods:
 Pixel-oriented visualization techniques
 Geometric projection visualization techniques
 Icon-based visualization techniques
 Hierarchical visualization techniques
 Visualizing complex data and relations
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