Subject:

Data Warehousing & Data Mining

Code:
KOE 093

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Syllabus

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Syllabus

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 Unit-3
Data Mining

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 Introduction
 Why Data Mining?
 What Is Data Mining?
 Data Mining in Business Intelligence
 Data Mining: On what kind of data ?
 Data Mining Function
 Applications of Data Mining
 Issues in Data Mining
 Summary 5
 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!

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 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
Pattern Evaluation
communities
 Data mining plays an essential role in
the knowledge discovery process
Data Mining

Task-relevant Data

Data Selection
Warehouse
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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 KDD Process: A Typical View from ML
and Statistics

Input Data Data Pre- Data Post-

Processing Mining Processing

Data integration Pattern discovery Pattern evaluation

Normalization Association & correlation Pattern selection
Feature selection Classification Pattern interpretation
Clustering
Dimension reduction Pattern visualization
Outlier analysis
…………

 This is a view from typical machine learning and statistics communities

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 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 information networks
 Spatial data and spatiotemporal data
 Multimedia database
 Text databases
 The World-Wide Web
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 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

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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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 Data Mining: Confluence of Multiple
Disciplines

Machine Pattern Statistics

Learning Recognition

Applications Data Mining Visualization

Algorithm Database High-Performance

Technology Computing

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 Why Confluence of Multiple
Disciplines?
 Tremendous amount of data
 Algorithms must be scalable to handle big data

 High-dimensionality of data
 Micro-array may have tens of thousands of dimensions

 High complexity of data

 Data streams and sensor data

 Time-series data, temporal data, sequence data

 Structure data, graphs, social and information networks

 Spatial, spatiotemporal, multimedia, text and Web data

 Software programs, scientific simulations

 New and sophisticated applications

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 Applications of Data Mining
 Web page analysis: from web page classification, clustering to
PageRank algorithms
 Collaborative analysis & recommender systems
 Basket data analysis to targeted marketing
 Biological and medical data analysis: classification, cluster analysis
(microarray data analysis), biological sequence analysis, biological
network analysis
 Data mining and software engineering
 From major dedicated data mining systems/tools (e.g., SAS, MS SQL-
Server Analysis Manager, Oracle Data Mining Tools) to invisible data
mining

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 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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 Summary
 Data mining: Discovering interesting patterns and knowledge from massive
amount of data
 A natural evolution of science and information 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 data
 Data mining functionalities: characterization, discrimination, association,
classification, clustering, trend and outlier analysis, etc.
 Data mining technologies and applications
 Major issues in data mining

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