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Data Analysis-2

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Data Analysis-2

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21f3000149
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© © All Rights Reserved
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Data Mining:

Concepts and
Techniques

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
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
3
Evolution of Sciences
 Before 1600, empirical science
 1600-1950s, theoretical science
 Each discipline has grown a theoretical component. Theoretical models often
motivate experiments and generalize our understanding.
 1950s-1990s, computational science
 Over the last 50 years, most disciplines have grown a third, computational
branch (e.g. empirical, theoretical, and computational ecology, or physics, or
linguistics.)
 Computational Science traditionally meant simulation. It grew out of our
inability to find closed-form solutions for complex mathematical models.
 1990-now, data science
 The flood of data from new scientific instruments and simulations
 The ability to economically store and manage petabytes of data online
 The Internet and computing Grid that makes all these archives universally
accessible
 Scientific info. management, acquisition, organization, query, and visualization
tasks scale almost linearly with data volumes. Data mining is a major new
challenge!
 Jim Gray and Alex Szalay, The World Wide Telescope: An Archetype for Online
Science, Comm. ACM, 45(11): 50-54, Nov. 2002 4
Evolution of Database
Technology
 1960s:
 Data collection, database creation, IMS and network DBMS
 1970s:
 Relational data model, relational DBMS implementation
 1980s:
 RDBMS, advanced data models (extended-relational, OO, deductive,
etc.)
 Application-oriented DBMS (spatial, scientific, engineering, etc.)
 1990s:
 Data mining, data warehousing, multimedia databases, and Web
databases
 2000s
 Stream data management and mining
 Data mining and its applications
 Web technology (XML, data integration) and global information
systems
5
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
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
 Data mining: a misnomer?
 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
7
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 Selection
Warehouse
Data Cleaning

Data Integration

Databases
8
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

9
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
10
Example: Mining vs. Data
Exploration
 Business intelligence view
 Warehouse, data cube, reporting but not much
mining
 Business objects vs. data mining tools
 Supply chain example: tools
 Data presentation
 Exploration

11
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
interpretation
Dimension reduction Clustering
Pattern visualization
Outlier analysis
…………

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

12
Example: Medical Data
Mining

 Health care & medical data mining – often


adopted such a view in statistics and
machine learning
 Preprocessing of the data (including feature
extraction and dimension reduction)
 Classification or/and clustering processes
 Post-processing for presentation

13
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
14
Multi-Dimensional View of Data
Mining
 Data to be mined

Database data (extended-relational, object-oriented,
heterogeneous, legacy), data warehouse, transactional data,
stream, spatiotemporal, time-series, sequence, text and web,
multi-media, graphs & social and information networks
 Knowledge to be mined (or: Data mining functions)

Characterization, discrimination, association, classification,
clustering, trend/deviation, outlier analysis, etc.

Descriptive vs. predictive data mining

Multiple/integrated functions and mining at multiple levels
 Techniques utilized

Data-intensive, data warehouse (OLAP), machine learning,
statistics, pattern recognition, visualization, high-performance,
etc.
 Applications adapted

Retail, telecommunication, banking, fraud analysis, bio-data
mining, stock market analysis, text mining, Web mining, etc.
15
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
16
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
17
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
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
19
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?

20
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, … 21
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

22
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

23
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
24
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, …

25
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


26
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
27
Data Mining: Confluence of Multiple
Disciplines

Machine Pattern Statistics


Learning Recognition

Applications Data Mining Visualization

Algorithm Database High-Performance


Technology Computing

28
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
29
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
30
Applications of Data Mining
 Web page analysis: from web page classification, clustering
to PageRank & HITS 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 (e.g., IEEE Computer,
Aug. 2009 issue)
 From major dedicated data mining systems/tools (e.g., SAS,
MS SQL-Server Analysis Manager, Oracle Data Mining Tools)
to invisible data mining

31
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
32
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

33
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

34
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
35
A Brief History of Data Mining
Society
 1989 IJCAI Workshop on Knowledge Discovery in Databases
 Knowledge Discovery in Databases (G. Piatetsky-Shapiro and W.
Frawley, 1991)
 1991-1994 Workshops on Knowledge Discovery in Databases
 Advances in Knowledge Discovery and Data Mining (U. Fayyad,
G. Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy, 1996)
 1995-1998 International Conferences on Knowledge Discovery in
Databases and Data Mining (KDD’95-98)
 Journal of Data Mining and Knowledge Discovery (1997)
 ACM SIGKDD conferences since 1998 and SIGKDD Explorations
 More conferences on data mining
 PAKDD (1997), PKDD (1997), SIAM-Data Mining (2001), (IEEE)
ICDM (2001), etc.
 ACM Transactions on KDD starting in 2007
36
Conferences and Journals on Data Mining

 KDD Conferences  Other related conferences


 ACM SIGKDD Int. Conf. on  DB conferences: ACM
Knowledge Discovery in
SIGMOD, VLDB, ICDE, EDBT,
Databases and Data Mining
(KDD) ICDT, …
 SIAM Data Mining Conf. (SDM)
 Web and IR conferences:
 (IEEE) Int. Conf. on Data WWW, SIGIR, WSDM
Mining (ICDM)  ML conferences: ICML, NIPS
 European Conf. on Machine  PR conferences: CVPR,
Learning and Principles and  Journals
practices of Knowledge
Discovery and Data Mining
 Data Mining and Knowledge
(ECML-PKDD) Discovery (DAMI or DMKD)
 Pacific-Asia Conf. on  IEEE Trans. On Knowledge
Knowledge Discovery and and Data Eng. (TKDE)
Data Mining (PAKDD)  KDD Explorations
 Int. Conf. on Web Search and  ACM Trans. on KDD
Data Mining (WSDM)
37
Where to Find References? DBLP, CiteSeer,
Google
 Data mining and KDD (SIGKDD: CDROM)

Conferences: ACM-SIGKDD, IEEE-ICDM, SIAM-DM, PKDD, PAKDD, etc.

Journal: Data Mining and Knowledge Discovery, KDD Explorations, ACM TKDD
 Database systems (SIGMOD: ACM SIGMOD Anthology —CD ROM)

Conferences: ACM-SIGMOD, ACM-PODS, VLDB, IEEE-ICDE, EDBT, ICDT, DASFAA

Journals: IEEE-TKDE, ACM-TODS/TOIS, JIIS, J. ACM, VLDB J., Info. Sys., etc.
 AI & Machine Learning

Conferences: Machine learning (ML), AAAI, IJCAI, COLT (Learning Theory), CVPR,
NIPS, etc.

Journals: Machine Learning, Artificial Intelligence, Knowledge and Information
Systems, IEEE-PAMI, etc.
 Web and IR

Conferences: SIGIR, WWW, CIKM, etc.

Journals: WWW: Internet and Web Information Systems,
 Statistics

Conferences: Joint Stat. Meeting, etc.

Journals: Annals of statistics, etc.
 Visualization

Conference proceedings: CHI, ACM-SIGGraph, etc.

Journals: IEEE Trans. visualization and computer graphics, etc.
38
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
39
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.
 Data mining technologies and applications
 Major issues in data mining
40
Recommended Reference
Books
 S. Chakrabarti. Mining the Web: Statistical Analysis of Hypertex and Semi-Structured Data.
Morgan Kaufmann, 2002
 R. O. Duda, P. E. Hart, and D. G. Stork, Pattern Classification, 2ed., Wiley-Interscience, 2000
 T. Dasu and T. Johnson. Exploratory Data Mining and Data Cleaning. John Wiley & Sons, 2003
 U. M. Fayyad, G. Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy. Advances in Knowledge
Discovery and Data Mining. AAAI/MIT Press, 1996
 U. Fayyad, G. Grinstein, and A. Wierse, Information Visualization in Data Mining and
Knowledge Discovery, Morgan Kaufmann, 2001
 J. Han and M. Kamber. Data Mining: Concepts and Techniques. Morgan Kaufmann, 3 rd ed., 2011
 D. J. Hand, H. Mannila, and P. Smyth, Principles of Data Mining, MIT Press, 2001
 T. Hastie, R. Tibshirani, and J. Friedman, The Elements of Statistical Learning: Data Mining,
Inference, and Prediction, 2nd ed., Springer-Verlag, 2009
 B. Liu, Web Data Mining, Springer 2006.
 T. M. Mitchell, Machine Learning, McGraw Hill, 1997
 G. Piatetsky-Shapiro and W. J. Frawley. Knowledge Discovery in Databases. AAAI/MIT Press,
1991
 P.-N. Tan, M. Steinbach and V. Kumar, Introduction to Data Mining, Wiley, 2005
 S. M. Weiss and N. Indurkhya, Predictive Data Mining, Morgan Kaufmann, 1998
 I. H. Witten and E. Frank, Data Mining: Practical Machine Learning Tools and Techniques with
Java Implementations, Morgan Kaufmann, 2nd ed. 2005

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