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?

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
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, information harvesting, business
intelligence, etc.
 Watch out: Is everything “data mining”?
 Simple search and query processing
 (Deductive) expert systems

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

Task-relevant Data

Data Warehouse Selection

Data Cleaning

Data Integration

Databases
4
 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

5
Data Mining in Business Intelligence

Increasing potential
to support
business decisions End User
Decisio
n
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
6
 KDD Process: A Typical View from ML
and Statistics

Input Data Data Pre- Data Post-

Processing Mining Processin
g

Data integration Pattern discovery Pattern evaluation

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

 This is a view from typical machine learning and statistics

communities
7
 Multi-Dimensional View of Data
Mining
 Data to be mined
 Database data (extended-relational, object-oriented,

heterogeneous, legacy), data warehouse, transactional

data, stream
 Knowledge to be mined (or: Data mining functions)
 Association, classification, clustering, trend/deviation, outlier

analysis, etc.
 Descriptive vs. predictive data mining

 Multiple/integrated functions and mining at multiple levels

 Techniques utilized
 Data warehouse (OLAP), machine learning, statistics,

pattern recognition, visualization, etc.

 Applications adapted
 Retail, telecommunication, banking, fraud analysis, bio-data

mining, stock market analysis, text mining, Web mining, etc.

8
 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
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
10
 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,
11
 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 12
 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

13
 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

14
 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

 Similarity-based analysis

 Mining data streams

 Ordered, time-varying, potentially infinite, data

streams

15
 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 16
 Data Mining: Confluence of Multiple
Disciplines

Machine Pattern Statistics

Learning Recognition

Applications Data Mining Visualization

Algorithm Database High-Performance

Technology Computing

17
 Why Confluence of Multiple
Disciplines?
 Tremendous amount of data
 Algorithms must be highly scalable to handle such as tera-
bytes of 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 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
18
 Summary
 Data mining: Discovering interesting patterns and knowledge
from massive amount 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 data
 Data mining functionalities: characterization, discrimination,
association, classification, clustering, outlier and trend
analysis, etc.

19