Data Mining: Introduction

Welcome Everyone to
Data Mining Course
Course Information

l Instructor: Mohammad Rashedur Rahman,

Assistant Professor, Ph.D. (U of Calgary,
Canada), M.Sc. (U of Manitoba, Canada), B.Sc.
in Engg. (BUET, CSE).

l Office: SAC 933.

l Office Hours: Sun/Tue 09:30 am to 11:20 am W

5:00 pm – 6:00pm
Google and Me
My papers in DBLP and Arnet Miner
My papers in DBLP and Arnet Miner (Cont..)
Why choose a senior undergrad course (like CSE
419?): Student View Point

l Not to upgrade CGPA only, there are other

options like repeat easy courses where you think
you do not have good grades (e.g., CSE 115,
135, 225, 173, 257 and so on)
l To learn something new that could help you to
pursue your higher studies abroad.
l To upgrade your c.v. by including one or two
conference papers on the top of your good
CGPA.
l To make a base on which you can start your 499
project/thesis.
Why choose to take a masters course (like 598?): Student View
Point

l To comply with the requirement to take a course 

l To help you broaden your vision that could help
your thesis.
l Enhance your c.v. with one or two papers that will
come out from your project report.
l Most importantly the grade is not the important
factor, the important one is how well you could
advance your research idea within the constrained
time frame.
Difference between a normal undegrad course vs. senior
undergrad\masters course

l Students of private university of BD generally

expect TOO MUCH from a course instructor.
l This is kind of OK for elementary course not for a
course like CSE 419/CSE 598.
l In this course the instructor will assume you will
know basic idea from computer science (DBMS,
AI)/statistics.
l He will escape those and ask students to go over
those from text from undergrad if necessary.
l The course will be conducted from top level view,
it is responsibility of students to explore more of
those topic by themselves.
Course outcome from earlier semester

l Out of 15 students with respect to grades

– One A
– 3 A-–
2 B+ –
2B –
2 B-– 3
C+
– One F
l Out of 15 students with respect to research
– 3 conference proceedings, two in USA, one in
Bangladesh ICCIT (Excellent Job)
– One Journal paper in Journal of Computers by
Academy publisher by extending conference paper
(Outstanding Job)
Now who got the highest grades ??

l Best marks in exams (mid1, mid2 and final).

l Outstanding project/research paper.
Suggestions for students (Drop or
Continue?)

l Strongly NOT RECOMMENDED to take this

course with other 3/4 undergrad courses.
l Strongly NOT RECOMMENDED to take this
course without (DBMS\AI\Statistics) courses.
l Strongly NOT RECOMMENDED to take this
course for only obtain good grade.
Text Book

l Introduction to Data Mining

Pang-Ning Tan, Michael Steinbach and Vipin
Kumar, Addison Wesley, 2006.

lData Mining: Concepts and Techniques

Jaiwei Han and Micheline Kamber, Second
Edition, Elsevier Science, 2006
Mark Distribution: (Approx..)

l Class Attendance and Quiz: 8%

l Midterm 1: 12.5%
l Midterm 2: 12.5%
l Final (Comprehensive): 32%
l Term Project (35%) [Group of Maximum 3]
– Project proposal and presentation of project proposal (3rd.
March,2010): (4-5 slides) 5%
– Paper Presentation based on a paper related to your project (10th
March, 2010): (15-20 slides) 5%
– Project Advancement Presentation ( 7th April, 2010) (10-15 slides):
5%
– Term Paper Presentation with program or software developed ( 26th
April 2010): 20% (Fail to present for any reason will account term
project mark to 0)
u Any copy paste of materials from books, other research papers are
considered to be unethical and academic dishonesty that could lead to
project mark to zero as well F to course and in the worst case opt out
the student from NSU.
What is Data Mining?
l Many Definitions
– Non-trivial extraction of implicit, previously
unknown and potentially useful information from
data
– Exploration & analysis, by automatic or
semi-automatic means, of
large quantities of data
in order to discover
meaningful patterns
Why Mine Data? Commercial Viewpoint

l Lots of data is being collected

and warehouse
– Web data, e-commerce
– purchases at department/
grocery stores
– Bank/Credit Card
transactions

l Computers have become cheaper and more powerful

l Competitive Pressure is Strong
– Provide better, customized services for an edge (e.g. in
Customer Relationship Management)
Why Mine Data? Scientific Viewpoint

l Data collected and stored at

enormous speeds (GB/hour)
– remote sensors on a satellite
u Generate global observations of land surface,
oceans and atmosphere
– Data mining with the spatio-temporal data can
answer these questions
u What is the relationship between ecosystem
disturbance on the global warming?
u How land surface precipitation and temperature
affected by ocean surface temperature?

– microarrays generating gene expression data

u Compare the behavior of thousands of genes
under various situations
u Help to determine the function of each gene and
perhaps isolate the genes responsible for certain
deseases.
Mining Large Data Sets - Motivation
l There is often information “hidden” in the data that is
not readily evident
l Human analysts may take weeks to discover useful
information
l Much of the data is never analyzed at all

The Data Gap

Total new disk (TB) since 1995

Number of
analysts

From: R. Grossman, C. Kamath, V. Kumar, “Data Mining for Scientific and Engineering Applications”
What is (not) Data Mining?

l What is not Data l What is Data

Mining? Mining?
– Look up phone – Certain names are more
number in phone prevalent in certain US
directory locations (O’Brien, O’Rurke,
O’Reilly… in Boston area)
– Query a Web – Group together similar
search engine for documents returned by
information about search engine according to
“Amazon” their context (e.g. Amazon
rainforest, Amazon.com,)
Origins of Data Mining

l Draws ideas from machine learning/AI, pattern

recognition, statistics, and database systems
l Traditional Techniques
may be unsuitable due to
Statistics/ Machine Learning/
– Enormity of data AI Pattern
Recognition
– High dimensionality
of data Data Mining
– Heterogeneous,
distributed nature Database
of data systems
Data Mining Tasks

l Prediction Methods
– Use some variables to predict unknown or
future values of other variables.

l Description Methods
– Find human-interpretable patterns
(correlations, trends, clusters, anomalies) that
summarizes the underlying relationship
between data.

From [Fayyad, et.al.] Advances in Knowledge Discovery and Data Mining, 1996
Data Mining Tasks...

l Classification [Predictive]
l Clustering [Descriptive]
l Association Rule Discovery [Descriptive]
l Sequential Pattern Discovery [Descriptive]
l Regression [Predictive]
l Deviation Detection [Predictive]
Classification: Definition

l Given a collection of records (training set )

– Each record contains a set of attributes, one of the
attributes is the class.
l Find a model for class attribute as a function
of the values of other attributes.
l Goal: previously unseen records should be
assigned a class as accurately as possible.
– A test set is used to determine the accuracy of the
model. Usually, the given data set is divided into
training and test sets, with training set used to build
the model and test set used to validate it.
Classification Example

a a
r ic r ic
u ou
ego ego tin
t t n as
ca ca co c l
l l s s

Test
Set

Learn Model
Training Classifier
Set
Classification: Application 1

l Direct Marketing
– Goal: Reduce cost of mailing by targeting a set of
consumers likely to buy a new cell-phone product.
– Approach:
u Use the data for a similar product introduced before.
u We know which customers decided to buy and which
decided otherwise. This {buy, don’t buy} decision forms the
class attribute.
u Collect various demographic, lifestyle, and company-
interaction related information about all such customers.
– Type of business, where they stay, how much they earn, etc.
u Usethis information as input attributes to learn a classifier
model.
From [Berry & Linoff] Data Mining Techniques, 1997
Classification: Application 2

l Fraud Detection
– Goal: Predict fraudulent cases in credit card
transactions.
– Approach:
u Use credit card transactions and the information on its
account-holder as attributes.
– When does a customer buy, what does he buy, how often he pays on
time, etc
u Label past transactions as fraud or fair transactions. This
forms the class attribute.
u Learn a model for the class of the transactions.
u Use this model to detect fraud by observing credit card
transactions on an account.
Classification: Application 3

l Customer Attrition/Churn:
– Goal: To predict whether a customer is likely to
be lost to a competitor.
– Approach:
u Use detailed record of transactions with each of
the past and present customers, to find attributes.
– How often the customer calls, where he calls, what time-of-the
day he calls most, his financial status, marital status, etc.
u Label the customers as loyal or disloyal.
u Find a model for loyalty.

From [Berry & Linoff] Data Mining Techniques, 1997

Clustering Definition

l Given a set of data points, each having a set of

attributes, and a similarity measure among them,
find clusters such that
– Data points in one cluster are more similar to
one another.
– Data points in separate clusters are less
similar to one another.
l Similarity Measures:
– Euclidean Distance if attributes are
continuous.
– Other Problem-specific Measures.
Illustrating Clustering

xEuclidean Distance Based Clustering in 3-D space.

Intracluster distances Intercluster distances

are minimized are maximized
Clustering: Application 1

l Market Segmentation:
– Goal: subdivide a market into distinct subsets of
customers where any subset may conceivably be
selected as a market target to be reached with a
distinct marketing mix.
– Approach:
u Collect different attributes of customers based on their
geographical and lifestyle related information.
u Find clusters of similar customers.
u Measure the clustering quality by observing buying patterns
of customers in same cluster vs. those from different
clusters.
Clustering: Application 2

l Document Clustering:
– Goal: To find groups of documents that are
similar to each other based on the important
terms appearing in them.
– Approach: To identify frequently occurring
terms in each document. Form a similarity
measure based on the frequencies of different
terms. Use it to cluster.
– Gain: Information Retrieval can utilize the
clusters to relate a new document or search
term to clustered documents.
Illustrating Document Clustering

l Clustering Points: 3204 Articles of Los Angeles Times.

l Similarity Measure: How many words are common in
these documents (after some word filtering).
Clustering of S&P 500 Stock Data
z Observe Stock Movements every day.
z Clustering points: Stock-{UP/DOWN}
z Similarity Measure: Two points are more similar if the events
described by them frequently happen together on the same day.
z We used association rules to quantify a similarity measure.
Association Rule Discovery: Definition

l Given a set of records each of which contain some

number of items from a given collection;
– Produce dependency rules which will predict
occurrence of an item based on occurrences of other
items.

Rules Discovered:
{Milk} --> {Coke}
{Diaper, Milk} --> {Beer}
Association Rule Discovery: Application 1

l Marketing and Sales Promotion:

– Let the rule discovered be
{Bagels, … } --> {Potato Chips}
– Potato Chips as consequent => Can be used to
determine what should be done to boost its sales.
– Bagels in the antecedent => Can be used to see
which products would be affected if the store
discontinues selling bagels.
– Bagels in antecedent and Potato chips in consequent
=> Can be used to see what products should be sold
with Bagels to promote sale of Potato chips!
Association Rule Discovery: Application 2

l Supermarket shelf management.

– Goal: To identify items that are bought
together by sufficiently many customers.
– Approach: Process the point-of-sale data
collected with barcode scanners to find
dependencies among items.
– A classic rule --
u If a customer buys diaper and milk, then he is very
likely to buy beer.
u So, don’t be surprised if you find six-packs stacked
next to diapers!
Association Rule Discovery: Application 3

l Inventory Management:
– Goal: A consumer appliance repair company wants to
anticipate the nature of repairs on its consumer
products and keep the service vehicles equipped with
right parts to reduce on number of visits to consumer
households.
– Approach: Process the data on tools and parts
required in previous repairs at different consumer
locations and discover the co-occurrence patterns.
 Sequential Pattern Discovery:
Definition

l Given is a set of objects, with each object associated with its own timeline of
events, find rules that predict strong sequential dependencies among different
events.

(A B) (C) (D E)

l Rules are formed by first discovering patterns. Event occurrences in the

patterns are governed by timing constraints.
– Candy sales peak before Halloween
– People who buy DVD players tend to buy DVD in the period
immediately following the purchase
Sequential Pattern Discovery:
Examples

l In telecommunications alarm logs,

– (Inverter_Problem Excessive_Line_Current)
(Rectifier_Alarm) --> (Fire_Alarm)
l In point-of-sale transaction sequences,
– Computer Bookstore:
(Intro_To_Visual_C) (C++_Primer) -->
(Perl_for_dummies,Tcl_Tk)
– Athletic Apparel Store:
(Shoes) (Racket, Racketball) --> (Sports_Jacket)
Regression

l Predict a value of a given continuous valued variable

based on the values of other variables, assuming a
linear or nonlinear model of dependency.
l Greatly studied in statistics, neural network fields.
l Examples:
– Predicting sales amounts of new product based on
advertising expenditure.
– Predicting wind velocities as a function of
temperature, humidity, air pressure, etc.
– Time series prediction of stock market indices.
Deviation/Anomaly Detection

l Detect significant deviations from normal behavior

l Applications:
– Credit Card Fraud Detection

– Network Intrusion
Detection

Typical network traffic at University level may reach over 100 million connections per day