Data Mining: Introduction

Chapter 1

Introduction to Data Mining

by
V R NARASIMHARAO M.
ASSOCIATE PROFESSOR

Introduction to Data Mining – M.V.R NARASIMHARAO. BVC COLLEGE OF ENGINEERING 1

 Data Mining: Introduction
Rapid advances in data collection and storage
technology have enabled organizations to
accumulate vast amounts of data.

However, extracting useful information has

proven extremely challenging. Often,
traditional data analysis tools and techniques
cannot be used because of the massive size
of a data set.

Sometimes, the non-traditional nature of the

data means that traditional approaches
Introduction to Data Mining – M.V.R NARASIMHARAO. BVC COLLEGE OF ENGINEERING 2
cannot be applied even if the data set is
 Data Mining: Introduction

Data mining is a technology that combines

traditional data analysis methods with
sophisticated algorithms for processing large
volumes of data. It has also opened up
exciting opportunities for exploring and
analysing new types of data and for analysing
old types of data in new ways.
Business: Data mining techniques can be
used to support a wide range of business
intelligence applications such as customer
profiling, targeted marketing, workflow
management, store layout, and fraud
Introduction to Data Mining – M.V.R NARASIMHARAO. BVC COLLEGE OF ENGINEERING 3
 Data Mining: Introduction
It can also help retailers answer important
business questions such as “Who are the
most profitable customers?” “What products
can be cross-sold or up-sold?” and “What is
the revenue outlook of the company for next
year?” Some of these questions motivated
the creation of association analysis, a new
data analysis technique.

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 Data Mining: Introduction

Medicine, Science, and Engineering:

Researchers in medicine, science, and
engineering are rapidly collecting data that
is key to important new discoveries. For
example, the Earth’s climate system,
NASA has deployed a series of Earth
orbiting satellites that continuously
generate global observations of the land
surface, oceans, and atmosphere.
However, because of the size and
spatiotemporal (space and time) nature of
the data, traditional methods are often not
Introduction to Data Mining – M.V.R NARASIMHARAO. BVC COLLEGE OF ENGINEERING 5
 Data Mining: Introduction

Techniques developed in data mining can

aid Earth scientists in answering questions
such as “What is the relationship between
the frequency and intensity of ecosystem
disturbances such as droughts and
hurricanes to global warming?” “How is
land surface precipitation and temperature
affected by ocean surface temperature?”
and “How well can we predict the
beginning and end of the growing season
for a region?”
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 Data Mining: Introduction

As another example, researchers in

molecular biology hope to use the large
amounts of genomic data currently being
gathered to better understand the structure
and function of genes. In the past,
traditional methods in molecular biology
allowed scientists to study only a few genes
at a time in a given experiment. Recent
breakthroughs in microarray technology
have enabled scientists to compare the
behaviour of thousands of genes under
various situations. Such comparisons can
Introduction to Data Mining – M.V.R NARASIMHARAO. BVC COLLEGE OF ENGINEERING 7
 Data Mining: Introduction

However, the noisy and high dimensional

nature of data requires new types of data
analysis. In addition to analysing gene
array data, data mining can also be used
to address other important biological
challenges such as protein structure
prediction, multiple sequence alignment,
the modelling of biochemical pathways,
and phylogenetic.

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Large-scale Data is
Everywhere!

Cyber Security E-Commerce Social Networking: Twitter

Traffic Patterns Sensor Networks Computational Simulations

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 Why Data Mining? Commercial
Viewpoint
 Lots
of data is being collected
and warehoused
– Web data
 Google has Peta Bytes of web data
 Facebook has billions of active
users
– purchases at department/
grocery stores, e-commerce
 Amazon handles millions of
visits/day
– Bank/Credit Card transactions
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Why Data Mining? Scientific Viewpoint

 Data collected and stored at

enormous speeds
– remote sensors on a satellite
 NASA EOSDIS archives over
petabytes of earth science data / year Sky Survey Data
fMRI Data from Brain
– telescopes scanning the skies
 Sky survey data
– High-throughput biological data
– scientific simulations
 terabytes of data generated in a few hours
Gene Expression Data

 Data mining helps scientists

– in automated analysis of massive datasets
– In hypothesis formation
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What is Data Mining?
 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

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Origins of Data Mining
 Draws ideas from machine learning/AI, pattern recognition,
statistics, and database systems

 Traditional techniques may be unsuitable due to data that is

– Large-scale
– High dimensional
– Heterogeneous
– Complex
– Distributed

 A key component of the emerging field of data science and data-

driven discovery
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Data Mining Tasks

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

 Description Methods
– Find human-interpretable patterns that
describe the data.

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

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 Data Mining Tasks …

Clu
ste Data
ri ng
Tid Refund Marital
Status
Taxable
Income Cheat
l i ng
1 Yes Single 125K No
ode
2 No Married 100K No
M
i ve
3 No Single 70K No
4 Yes Married 120K No
ct
5 No Divorced 95K Yes

edi
6
7
No
Yes
Married 60K
Divorced 220K
No
No P r
8 No Single 85K Yes
9 No Married 75K No
10 No Single 90K Yes
An
De oma
11 No Married 60K No

ation 12 Yes Divorced 220K No

tec ly
oci 13 No Single 85K Yes

tio
s
As
14 No Married 75K No

10
15 No Single 90K Yes
n

l es
Ru

Milk

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 Predictive Modeling: Classification
 Find a model for class attribute as a function of
the values of other attributes Model for predicting credit
worthiness

Class Employed
# years at
Level of Credit Yes
Tid Employed present No
Education Worthy
address
1 Yes Graduate 5 Yes
2 Yes High School 2 No No Education
3 No Undergrad 1 No
{ High school,
4 Yes High School 10 Yes Graduate
Undergrad }
… … … … …
10

Number of Number of
years years

> 3 yr < 3 yr > 7 yrs < 7 yrs

Yes No Yes No

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 Classification Example

cal cal tive # years at

ori ori ita Level of Credit
g g nt s Tid Employed
Education
present
Worthy
te te a as address
ca ca qu cl 1 Yes Undergrad 7 ?
# years at 2 No Graduate 3 ?
Level of Credit
Tid Employed present 3 Yes High School 2 ?
Education Worthy
address
1 Yes Graduate 5 Yes … … … … …
10

2 Yes High School 2 No

3 No Undergrad 1 No
4 Yes High School 10 Yes
… … … … …
10 Test
Set

Training
Learn
Set Classifier Model

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Examples of Classification Task

 Classifying credit card transactions

as legitimate or fraudulent

 Classifying land covers (water bodies, urban areas,

forests, etc.) using satellite data

 Categorizing news stories as finance,

weather, entertainment, sports, etc

 Identifying intruders in the cyberspace

 Predicting tumor cells as benign or malignant

 Classifying secondary structures of protein

as alpha-helix, beta-sheet, or random coil

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Classification: Application 1

 Fraud Detection
– Goal: Predict fraudulent cases in credit card
transactions.
– Approach:
 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
 Label past transactions as fraud or fair
transactions. This forms the class attribute.
 Learn a model for the class of the transactions.
 Use this model to detect fraud by observing credit
card transactions on an account.
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Classification: Application 2

 Churn prediction for telephone customers

– Goal: To predict whether a customer is likely
to be lost to a competitor.
– Approach:
 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.
 Label the customers as loyal or disloyal.
 Find a model for loyalty.

From [Berry & Linoff] Data Mining Techniques, 1997

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Classification: Application 3
 Sky Survey Cataloging
– Goal: To predict class (star or galaxy) of sky objects,
especially visually faint ones, based on the telescopic
survey images (from Palomar Observatory).
– 3000 images with 23,040 x 23,040 pixels per image.
– Approach:
 Segment the image.
 Measure image attributes (features) - 40 of them per

object.
 Model the class based on these features.

 Success Story: Could find 16 new high red-shift

quasars, some of the farthest objects that are difficult

From [Fayyad, et.al.] Advances in Knowledge Discovery and Data Mining, 1996
to find!
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 Classifying Galaxies
Courtesy: http://aps.umn.edu

Early Class: Attributes:

• Stages of • Image features,
Formation • Characteristics of
light waves received,
Intermediate etc.

Late

Data Size:
• 72 million stars, 20 million galaxies
• Object Catalog: 9 GB
• Image Database: 150 GB

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Regression

 Predict a value of a given continuous valued variable

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

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Clustering

 Finding groups of objects such that the objects in a

group will be similar (or related) to one another and
different from (or unrelated to) the objects in other
groups
Inter-cluster
Intra-cluster distances are
distances are maximized
minimized

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 Applications of Cluster Analysis
 Understanding
– Custom profiling for targeted
marketing
– Group related documents for
browsing
– Group genes and proteins that
have similar functionality
– Group stocks with similar price
fluctuations
 Summarization
– Reduce the size of large data
sets
Courtesy: Michael Eisen

Clusters for Raw SST and Raw NPP

90

Use of K-means to
partition Sea Surface
60

Land Cluster 2

30 Temperature (SST) and

Land Cluster 1 Net Primary Production
latitude

0
(NPP) into clusters that
Ice or No NPP

-30
reflect the Northern
Sea Cluster 2 and Southern
-60
Hemispheres.
Sea Cluster 1
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-180 -150 -120 -90 -60 -30 0 30

longitude
60 90 120 150 180
Cluster Tan, Steinbach, Karpatne, Kumar
Clustering: Application 1

 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:
 Collect different attributes of customers based on
their geographical and lifestyle related information.
 Find clusters of similar customers.
 Measure the clustering quality by observing buying
patterns of customers in same cluster vs. those
from different clusters.

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Clustering: Application 2

 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.

Enron email dataset

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Association Rule Discovery:
Definition

 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.

TID Items
1 Bread, Coke, Milk
Rules
RulesDiscovered:
Discovered:
2 Beer, Bread {Milk}
{Milk}-->
-->{Coke}
{Coke}
3 Beer, Coke, Diaper, Milk {Diaper,
{Diaper,Milk}
Milk}-->
-->{Beer}
{Beer}
4 Beer, Bread, Diaper, Milk
5 Coke, Diaper, Milk

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Association Analysis: Applications

 Market-basket analysis
– Rules are used for sales promotion, shelf
management, and inventory management

 Telecommunication alarm diagnosis

– Rules are used to find combination of alarms that
occur together frequently in the same time period

 Medical Informatics
– Rules are used to find combination of patient
symptoms and test results associated with certain
diseases
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Association Analysis: Applications

 An Example Subspace Differential Coexpression Pattern

from lung cancer dataset Three lung cancer datasets [Bhattacharjee et al
2001], [Stearman et al. 2005], [Su et al. 2007]

Enriched with the TNF/NFB signaling pathway

which is well-known to be related to lung cancer
P-value: 1.4*10-5 (6/10 overlap with the pathway)

[Fang et al PSB 2010]

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Deviation/Anomaly/Change Detection
 Detect significant deviations from
normal behavior
 Applications:
– Credit Card Fraud Detection
– Network Intrusion
Detection
– Identify anomalous behavior from
sensor networks for monitoring and
surveillance.
– Detecting changes in the global forest
cover.

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Motivating Challenges

 Scalability

 High Dimensionality

 Heterogeneous and Complex Data

 Data Ownership and Distribution

 Non-traditional Analysis

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