Data Mining

Introduction

1
Course Outline:
• Introduction: KDD Process
• Data Preprocessing
• Classification
• Clustering

2
 Data Mining

UNIT 1
DATA-Types of Data, Data mining functionalities-Interestingness
patterns-classification of data Mining systems –Data mining task
primitives –integration of data mining system with a Data warehouse-
major issues in Data mining- Data Preprocessing

3
 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
 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.
• Watch out: Is everything “data mining”?
– Simple search and query processing
– (Deductive) expert systems
5
6
 Data Mining: Confluence of Multiple Disciplines

Database
Statistics
Technology

Machine
Learning Data Mining Visualization

Pattern
Recognition Other
Algorithm Disciplines

7
 Why Not Traditional Data Analysis?
• 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
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 Functionalities
• Multidimensional concept description: Characterization and discrimination
– Generalize, summarize, and contrast data characteristics, e.g., dry vs. wet
regions
• Frequent patterns, association, correlation vs. causality
– Tea  Sugar [0.5%, 75%] (Correlation or causality?)
– Classification and prediction
– Construct models (functions) that 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 or missing numerical values
10
 Data Mining Functionalities
• Cluster analysis
– Class label is unknown: Group data to form new classes, e.g., cluster houses to find
distribution patterns
– Maximizing intra-class similarity & minimizing interclass similarity
• Outlier analysis
– Outlier: Data object that does not comply with the general behavior of the data
– Noise or exception? Useful in fraud detection, rare events analysis
• Trend and evolution analysis
– Trend and deviation: e.g., regression analysis
– Sequential pattern mining: e.g., digital camera  large SD memory
– Periodicity analysis
– Similarity-based analysis
• Other pattern-directed or statistical analyses

11
 Major Issues in Data Mining
• Mining methodology
– Mining different kinds of knowledge from diverse data types, e.g., bio, stream, Web
– Performance: efficiency, effectiveness, and scalability
– Pattern evaluation: the interestingness problem
– Incorporation of background knowledge
– Handling noise and incomplete data
– Parallel, distributed and incremental mining methods
– Integration of the discovered knowledge with existing one: knowledge fusion
• User interaction
– Data mining query languages and ad-hoc mining
– Expression and visualization of data mining results
– Interactive mining of knowledge at multiple levels of abstraction
• Applications and social impacts
– Domain-specific data mining & invisible data mining
– Protection of data security, integrity, and privacy
12
Architecture: Typical Data Mining System
Graphical User Interface

Pattern Evaluation
Knowledge
Data Mining Engine -Base

Database or Data Warehouse

Server
data cleaning, integration, and selection

Database Data World-Wide Other Info

Warehouse Web Repositories

13
 KDD Process: Summary
• Learning the application domain
– relevant prior knowledge and goals of application
• Creating a target data set: data selection
• Data cleaning and preprocessing: (may take 60% of effort!)
• Data reduction and transformation
– Find useful features, dimensionality/variable reduction, invariant representation
• Choosing functions of data mining
– summarization, classification, regression, association, clustering
• Choosing the mining algorithm(s)
• Data mining: search for patterns of interest
• Pattern evaluation and knowledge presentation
– visualization, transformation, removing redundant patterns, etc.
• Use of discovered knowledge

14
End of Introduction

15
 What is Data?
• Collection of data objects and their Attributes
attributes
• An attribute is a property or Tid Refund Marital Taxable
Cheat
Status Income
characteristic of an object
1 Yes Single 125K No
– Examples: eye color of a person, 2 No Married 100K No
temperature, etc. 3 No Single 70K No

– Attribute is also known as variable, 4 Yes Married 120K No

field, characteristic, or feature 5 No Divorced 95K Yes

Objects 6 No Married 60K No
• A collection of attributes describe 7 Yes Divorced 220K No
an object 8 No Single 85K Yes

– Object is also known as record, 9 No Married 75K No

point, case, sample, entity, or 10

10 No Single 90K Yes

instance
 Types of Attributes
• There are different types of attributes
– Nominal
• Examples: ID numbers, eye color, zip codes
– Ordinal
• Examples: rankings (e.g., taste of potato chips on a scale from 1-10),
grades, height in {tall, medium, short}
– Interval
• Examples: calendar dates, temperatures in Celsius or Fahrenheit.
– Ratio
• Examples: temperature in Kelvin, length, time, counts
 Properties of Attribute Values
• The type of an attribute depends on which of the following properties it
possesses:
– Distinctness: = 
– Order: < >
– Addition: + -
– Multiplication: */

– Nominal attribute: distinctness

– Ordinal attribute: distinctness & order
– Interval attribute: distinctness, order & addition
– Ratio attribute: all 4 properties
Attribute Description Examples Operations
Type
The values of a nominal attribute are just zip codes, employee mode, entropy,
Nominal different names, i.e., nominal attributes ID numbers, eye color, contingency
provide only enough information to
sex: {male, female} correlation, 2 test
distinguish one object from another. (=, )

Ordinal The values of an ordinal attribute hardness of minerals, median, percentiles,

provide enough information to order {good, better, best}, rank correlation,
objects (< >). grades, street numbers run tests, sign tests

For interval attributes, the differences calendar dates, mean, standard

Interval between values are meaningful, i.e., a unit temperature in Celsius deviation, Pearson's
of measurement exists.
or Fahrenheit correlation, t and F
(+, - )
tests
For ratio variables, both differences temperature in Kelvin, geometric mean,
Ratio monetary quantities,
and ratios are meaningful. (*, /) harmonic mean,
counts, age, mass, length,
percent variation
electrical current
 Discrete and Continuous Attributes
• Discrete Attribute
– Has only a finite or countably infinite set of values
– Examples: zip codes, counts, or the set of words in a collection of
documents
– Often represented as integer variables.
– Note: binary attributes are a special case of discrete attributes

• Continuous Attribute
– Has real numbers as attribute values
– Examples: temperature, height, or weight.
– Practically, real values can only be measured and represented using a finite
number of digits.
– Continuous attributes are typically represented as floating-point variables.
 Types of data sets
• Record
– Data Matrix
– Document Data
– Transaction Data

• Graph
– World Wide Web
– Molecular Structures

• Ordered
– Spatial Data
– Temporal Data
– Sequential Data
– Genetic Sequence Data
 Record Data
• Data that consists of a collection of records, each of which consists of a
fixed set of attributes Tid Refund Marital Taxable
Status Income Cheat

1 Yes Single 125K No

2 No Married 100K No
3 No Single 70K No
4 Yes Married 120K No
5 No Divorced 95K Yes
6 No Married 60K No
7 Yes Divorced 220K No
8 No Single 85K Yes
9 No Married 75K No
10 No Single 90K Yes
10
 Data Matrix
• If data objects have the same fixed set of numeric attributes, then the
data objects can be thought of as points in a multi-dimensional space,
where each dimension represents a distinct attribute

• Such data set can be represented by an m by n matrix, where there

are m rows, one for each object, and n columns, one for each attribute
Projection Projection Distance Load T hickness
of x Load of y load

10.23 5.27 15.22 2.7 1.2

12.65 6.25 16.22 2.2 1.1
 Text Data
• Each document becomes a `term' vector,
– each term is a component (attribute) of the vector,
– the value of each component is the number of times the corresponding term
occurs in the document.

timeout

season
coach

game
score
team

ball

lost
pla

wi
n
y
Document 1 3 0 5 0 2 6 0 2 0 2

Document 2 0 7 0 2 1 0 0 3 0 0

Document 3 0 1 0 0 1 2 2 0 3 0
 Transaction Data
• A special type of record data, where
– each record (transaction) involves a set of items.
– For example, consider a grocery store. The set of products purchased
by a customer during one shopping trip constitute a transaction, while
the individual products that were purchased are the items.
TID Items
1 Bread, Coke, Milk
2 Beer, Bread
3 Beer, Coke, Diaper, Milk
4 Beer, Bread, Diaper, Milk
5 Coke, Diaper, Milk
 Graph Data
• Examples: Facebook graph and HTML Links
2
5 1
2
5
 Ordered Data
• Genomic sequence data
GGTTCCGCCTTCAGCCCCGCGCC
CGCAGGGCCCGCCCCGCGCCGTC
GAGAAGGGCCCGCCTGGCGGGCG
GGGGGAGGCGGGGCCGCCCGAGC
CCAACCGAGTCCGACCAGGTGCC
CCCTCTGCTCGGCCTAGACCTGA
GCTCATTAGGCGGCAGCGGACAG
GCCAAGTAGAACACGCGAAGCGC
TGGGCTGCCTGCTGCGACCAGGG
 Data Quality
• What kinds of data quality problems?
• How can we detect problems with the data?
• What can we do about these problems?
• Examples of data quality problems:
– Noise and outliers
– missing values
– duplicate data
 Noise
• Noise refers to modification of original values
– Examples: distortion of a person’s voice when talking on a poor phone
and “snow” on television screen

Two Sine Waves Two Sine Waves + Noise

 Outliers
• Outliers are data objects with characteristics that are
considerably different than most of the other data objects in
the data set
 Missing Values
• Reasons for missing values
– Information is not collected
(e.g., people decline to give their age and weight)
– Attributes may not be applicable to all cases
(e.g., annual income is not applicable to children)

• Handling missing values

– Eliminate Data Objects
– Estimate Missing Values
– Ignore the Missing Value During Analysis
– Replace with all possible values (weighted by their probabilities)
 Duplicate Data
• Data set may include data objects that are duplicates, or almost
duplicates of one another
– Major issue when merging data from heterogeneous sources

• Examples:
– Same person with multiple email addresses

• Data cleaning
– Process of dealing with duplicate data issues
 Data Preprocessing
• Aggregation
• Sampling
• Dimensionality Reduction
• Feature subset selection
• Feature creation
• Discretization and Binarization
• Attribute Transformation
 Aggregation
• Combining two or more attributes (or objects) into a single
attribute (or object)
• Purpose
– Data reduction
• Reduce the number of attributes or objects
– Change of scale
• Cities aggregated into regions, states, countries, etc
– More “stable” data
• Aggregated data tends to have less variability
 Sampling
• Sampling is the main technique employed for data selection.
– It is often used for both the preliminary investigation of the data and the
final data analysis.

• Statisticians sample because obtaining the entire set of data of

interest is too expensive or time consuming.

• Sampling is used in data mining because processing the entire set

of data of interest is too expensive or time consuming.
 Sample Size

8000 points 2000 Points 500 Points

 Sampling …
• The key principle for effective sampling is the
following:
– using a sample will work almost as well as using the
entire data sets, if the sample is representative
– A sample is representative if it has approximately the
same property (of interest) as the original set of data
 Types of Sampling
• Simple Random Sampling
– There is an equal probability of selecting any particular item

• Sampling without replacement

– As each item is selected, it is removed from the population

• Sampling with replacement

– Objects are not removed from the population as they are selected for the sample.
• In sampling with replacement, the same object can be picked up more than once

• Stratified sampling
– Split the data into several partitions; then draw random samples from each partition
 Curse of Dimensionality

• When dimensionality increases, data becomes increasingly sparse

in the space that it occupies

• Definitions of density and distance between points, which is

critical for clustering and outlier detection, become less
meaningful
 Dimensionality Reduction
• Purpose:
– Avoid curse of dimensionality
– Reduce amount of time and memory required by data mining algorithms
– Allow data to be more easily visualized
– May help to eliminate irrelevant features or reduce noise

• Techniques
– Principle Component Analysis
– Singular Value Decomposition
– Others: supervised and non-linear techniques
 Discretization

Data Equal interval width

Equal frequency K-means

 Attribute Transformation
• A function that maps the entire set of values of
a given attribute to a new set of replacement
values such that each old value can be
identified with one of the new values
– Simple functions: xk, log(x), ex, |x|
– Standardization and Normalization
 Similarity and Dissimilarity
• Similarity
– Numerical measure of how alike two data objects are.
– Is higher when objects are more alike.
– Often falls in the range [0,1]
• Dissimilarity
– Numerical measure of how different are two data objects
– Lower when objects are more alike
– Minimum dissimilarity is often 0
– Upper limit varies
• Proximity refers to a similarity or dissimilarity
 Similarity/Dissimilarity for Simple Attributes
p and q are the attribute values for two data objects.
 Euclidean Distance
• Euclidean Distance
n 2
dist   ( pk  qk )
k 1

Where n is the number of dimensions (attributes) and pk and qk are,

respectively, the kth attributes (components) or data objects p and q.

• Standardization is necessary, if scales differ.

 Mahalanobis Distance
mahalanobis ( p, q ) ( p  q )   1 ( p  q )T

 is the covariance matrix of the

input data X
n
1
 j ,k   ( X ij  X j )( X ik  X k )
n  1 i 1

For red points, the Euclidean distance is 14.7, Mahalanobis distance is 6.

 Correlation
• Correlation measures the linear relationship between objects
• To compute correlation, we standardize data objects, p and q, and then
take their dot product

pk ( pk  mean ( p )) / std ( p )

qk ( qk  mean ( q )) / std ( q )

correlatio n( p, q )  p  q
Visually Evaluating Correlation

Scatter plots
showing the
similarity from –1
to 1.
End of Data Preprocessing
Data Mining
Association Rules

50
 Association Rule Mining
• Given a set of transactions, find rules that will predict the occurrence of
an item based on the occurrences of other items in the transaction

Market-Basket transactions
Example of Association Rules
TID Items
1 Bread, Milk {Diaper}  {Beer},
2 Bread, Diaper, Beer, Eggs {Milk, Bread}  {Eggs,Coke},
3 Milk, Diaper, Beer, Coke {Beer, Bread}  {Milk},
4 Bread, Milk, Diaper, Beer Implication means co-occurrence,
5 Bread, Milk, Diaper, Coke
not causality!
 Definition: Frequent Itemset
• Itemset
– A collection of one or more items
• Example: {Milk, Bread, Diaper}
– k-itemset TID Items

• An itemset that contains k items 1 Bread, Milk

• Support count () 2 Bread, Diaper, Beer, Eggs
– Frequency of occurrence of an itemset 3 Milk, Diaper, Beer, Coke
– E.g. ({Milk, Bread,Diaper}) = 2 4 Bread, Milk, Diaper, Beer
• Support 5 Bread, Milk, Diaper, Coke
– Fraction of transactions that contain an itemset
– E.g. s({Milk, Bread, Diaper}) = 2/5
• Frequent Itemset
– An itemset whose support is greater than or equal to a
minsup threshold
 TID Items
1 Bread, Milk
 Association Rule
2 Bread, Diaper, Beer, Eggs
– An implication expression of the form X  Y, where X
3 Milk, Diaper, Beer, Coke
and Y are itemsets
4 Bread, Milk, Diaper, Beer
– Example:
5 Bread, Milk, Diaper, Coke
{Milk, Diaper}  {Beer}
 Rule Evaluation Metrics
– Support (s) Example:
 Fraction of transactions that contain both X and {Milk , Diaper }  Beer
Y
– Confidence (c)  ( Milk , Diaper, Beer ) 2
s  0.4
 Measures how often items in Y |T| 5
appear in transactions that  ( Milk, Diaper, Beer ) 2
contain X c  0.67
 ( Milk , Diaper ) 3
 Association Rule Mining Task
• Given a set of transactions T, the goal of association rule mining is to
find all rules having
– support ≥ minsup threshold
– confidence ≥ minconf threshold

• Brute-force approach:
– List all possible association rules
– Compute the support and confidence for each rule
– Prune rules that fail the minsup and minconf thresholds
 Computationally prohibitive!
 Mining Association Rules
• Two-step approach:
1. Frequent Itemset Generation
– Generate all itemsets whose support  minsup
2. Rule Generation
– Generate high confidence rules from each frequent itemset,
where each rule is a binary partitioning of a frequent itemset
• Frequent itemset generation is still
computationally expensive
 Frequent Itemset Generation
null

A B C D E

AB AC AD AE BC BD BE CD CE DE

ABC ABD ABE ACD ACE ADE BCD BCE BDE CDE

Given d items, there are

ABCD ABCE ABDE ACDE BCDE
2d possible candidate
itemsets
ABCDE
 Frequent Itemset Generation

• Brute-force approach:
– Each itemset in the lattice is a candidate frequent itemset
– Count the support of each candidate by scanning the database
Transactions List of
Candidates
TID Items
1 Bread, Milk
2 Bread, Diaper, Beer, Eggs
N 3 Milk, Diaper, Beer, Coke M
4 Bread, Milk, Diaper, Beer
5 Bread, Milk, Diaper, Coke
w

– Match each transaction against every candidate

– Complexity ~ O(NMw) => Expensive since M = 2d !!!
 Frequent Itemset Generation Strategies
• Reduce the number of candidates (M)
– Complete search: M=2d
– Use pruning techniques to reduce M
• Reduce the number of transactions (N)
– Reduce size of N as the size of itemset increases
– Used by DHP and vertical-based mining algorithms

• Reduce the number of comparisons (NM)

– Use efficient data structures to store the candidates or transactions
– No need to match every candidate against every transaction
 Reducing Number of Candidates
• Apriori principle:
– If an itemset is frequent, then all of its subsets must also be
frequent

• Apriori principle holds due to the following property of the

support measure:
X , Y : ( X  Y )  s ( X ) s (Y )

– Support of an itemset never exceeds the support of its subsets

– This is known as the anti-monotone property of support
 Illustrating Apriori Principle
null

A B C D E

AB AC AD AE BC BD BE CD CE DE

Found to be
Infrequent ABC ABD ABE ACD ACE ADE BCD BCE BDE CDE

Pruned ABCD ABCE ABDE ACDE BCDE

supersets
ABCDE
 Illustrating Apriori Principle
Item Count Items (1-itemsets)
Bread 4
Coke 2
Milk 4
Beer 3
Itemset Count Pairs (2-itemsets)
{Bread,Milk} 3
Diaper 4 {Bread,Beer} 2
Eggs 1
{Bread,Diaper} 3 (No need to generate
{Milk,Beer} 2
{Milk,Diaper} 3 candidates involving Coke
{Beer,Diaper} 3 or Eggs)
Minimum Support = 3
Triplets (3-itemsets)
If every subset is considered, Itemset
{Bread,Milk,Diaper}
Count
3
6
C1 + 6C2 + 6C3 = 41
With support-based pruning,
6 + 6 + 1 = 13
 Apriori Algorithm
• Method:
– Let k=1
– Generate frequent itemsets of length 1
– Repeat until no new frequent itemsets are identified
• Generate length (k+1) candidate itemsets from length k frequent itemsets
• Prune candidate itemsets containing subsets of length k that are infrequent
• Count the support of each candidate by scanning the DB
• Eliminate candidates that are infrequent, leaving only those that are
frequent
 Factors Affecting Complexity
• Choice of minimum support threshold
– lowering support threshold results in more frequent itemsets
– this may increase number of candidates and max length of frequent itemsets
• Dimensionality (number of items) of the data set
– more space is needed to store support count of each item
– if number of frequent items also increases, both computation and I/O costs may
also increase
• Size of database
– Apriori makes multiple passes, run time of algorithm increase with number of
transactions
• Average transaction width
– This may increase max length of frequent itemsets and traversals of hash tree
(number of subsets in a transaction increases with its width)
 Rule Generation
• How to efficiently generate rules from frequent itemsets?
– In general, confidence does not have an anti-monotone property
c(ABC D) can be larger or smaller than c(AB D)

– But confidence of rules generated from the same itemset has an

anti-monotone property
– e.g., L = {A,B,C,D}:

c(ABC  D)  c(AB  CD)  c(A  BCD)

• Confidence is anti-monotone w.r.t. number of items on the RHS of the rule

 Rule Generation for Apriori Algorithm
Lattice of rules ABCD=>{ }
Low
Confidence
Rule BCD=>A ACD=>B ABD=>C ABC=>D

CD=>AB BD=>AC BC=>AD AD=>BC AC=>BD AB=>CD

Pruned
Rules D=>ABC C=>ABD B=>ACD A=>BCD
Rule Generation for Apriori Algorithm
• Candidate rule is generated by merging two rules that share the same prefix
in the rule consequent
CD=>AB BD=>AC
• join(CD=>AB,BD=>AC)
would produce the candidate
rule D => ABC

• Prune rule D=>ABC if its

D=>ABC
subset AD=>BC does not have
high confidence
 Pattern Evaluation
• Association rule algorithms tend to produce too many rules
– many of them are uninteresting or redundant
– Redundant if {A,B,C}  {D} and {A,B}  {D}
have same support & confidence

• Interestingness measures can be used to prune/rank the derived

patterns

• In the original formulation of association rules, support & confidence

are the only measures used
Application of Interestingness Measure Knowledge
Interestingness
Measures Patterns
Postprocessing

Preprocessed
Data

Prod
Prod
Prod
Prod
Prod
Prod
Prod
Prod
Prod
Prod
uct
uct
uct
uct
uct
uct
uct
uct
uct
uct
Featur
Featur
e
Featur
e

Mining
Featur
e
Featur
e
Featur
e
Featur
e
Featur
e
Featur
e
Featur
e
e

Selected
Data

Data Preprocessing

Selection
 Computing Interestingness Measure
• Given a rule X  Y, information needed to compute rule interestingness can be
obtained from a contingency table
Contingency table for supports X  Y
Y Y
X f11 f10 f1+
X f01 f00 fo+
f+1 f+0 |T|

Used to define various measures

 support, confidence, lift, Gini,
J-measure, etc.
 Statistical Independence
• Population of 1000 students
– 600 students know how to swim (S)
– 700 students know how to bike (B)
– 420 students know how to swim and bike (S,B)

– P(SB) = 420/1000 = 0.42

– P(S) P(B) = 0.6 0.7 = 0.42

– P(SB) = P(S) P(B) => Statistical independence

– P(SB) > P(S) P(B) => Positively correlated
– P(SB) < P(S) P(B) => Negatively correlated
 Statistical-based Measures
• take into account statistical dependence
P (Y | X )
Lift 
P (Y )
P( X , Y )
Interest 
P ( X ) P (Y )
PS  P ( X , Y )  P ( X ) P (Y )
P ( X , Y )  P ( X ) P (Y )
  coefficien t 
P ( X )[1  P ( X )] P (Y )[1  P (Y )]
 Example: Lift/Interest
Coffee Coffee
Tea 15 5 20
Tea 75 5 80
90 10 100

Association Rule: Tea  Coffee

Confidence= P(Coffee|Tea) = 0.75
but P(Coffee) = 0.9
Þ Lift = 0.75/0.9= 0.8333 (< 1, therefore is negatively associated)
There are lots of
measures proposed in
the literature

Some measures are

good for certain
applications, but not for
others

What criteria should we

use to determine
whether a measure is
good or bad?

What about Apriori-

style support based
pruning? How does it
Subjective Interestingness Measure
• Objective measure:
– Rank patterns based on statistics computed from data
– e.g., 21 measures of association (support, confidence, Laplace, Gini,
mutual information, Jaccard, etc).

• Subjective measure:
– Rank patterns according to user’s interpretation
• A pattern is subjectively interesting if it contradicts the
expectation of a user (Silberschatz & Tuzhilin)
• A pattern is subjectively interesting if it is actionable
(Silberschatz & Tuzhilin)
 Interestingness via Unexpectedness
• Need to model expectation of users (domain knowledge)

+ Pattern expected to be frequent

- Pattern expected to be infrequent

Pattern found to be frequent
Pattern found to be infrequent

+ - Expected Patterns

- + Unexpected Patterns

• Need to combine expectation of users with evidence from data (i.e., extracted patterns)
End of Association Rule