CRISP-DM

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 Overview
• Introduction to CRISP-DM

• Phases and Tasks

• Summary

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 CRISP-DM

CRoss-Industry Standard
Process
for Data Mining

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Why Should There be a Standard Process?
The data mining process must be
reliable and repeatable by people
with little data mining background.

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Why Should There be a Standard Process?

• Framework for recording

experience
– Allows projects to be replicated
• Aid to project planning and
management
• “Comfort factor” for new adopters
– Demonstrates maturity of Data Mining
– Reduces dependency on “stars”

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 Process Standardization
• Initiative launched in late 1996 by three “veterans” of data
mining market.
Daimler Chrysler (then Daimler-Benz), SPSS (then ISL) , NCR
• Developed and refined through series of workshops (from 1997-
1999)

• Over 300 organization contributed to the process model

• Published CRISP-DM 1.0 (1999)
• Over 200 members of the CRISP-DM SIG worldwide
- DM Vendors - SPSS, NCR, IBM, SAS, SGI, Data Distilleries, Syllogic, etc.
- System Suppliers / consultants - Cap Gemini, ICL Retail, Deloitte & Touche,
etc.
- End Users - BT, ABB, Lloyds Bank, AirTouch, Experian, etc.

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 CRISP-DM
• Non-proprietary
• Application/Industry
neutral
• Tool neutral
• Focus on business issues
– As well as technical analysis
• Framework for guidance
• Experience base
– Templates for Analysis

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CRISP-DM: Overview

• Data Mining methodology

• Process Model
• For anyone
• Provides a complete
blueprint
• Life cycle: 6 phases

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 CRISP-DM: Phases
• Business Understanding
Project objectives and requirements understanding, Data mining problem
definition
• Data Understanding
Initial data collection and familiarization, Data quality problems
identification
• Data Preparation
Table, record and attribute selection, Data transformation and cleaning
• Modeling
Modeling techniques selection and application, Parameters calibration
• Evaluation
Business objectives & issues achievement evaluation
• Deployment
Result model deployment, Repeatable data mining process implementation

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 Phases and Tasks
Business Data Data
Modeling Evaluation Deployment
Understanding Understanding Preparation

Determine Collect Select

Select Evaluate Plan
Business Initial Modeling
Data Results Deployment
Objectives Data Technique

Plan Monitering
Assess Describe Clean Generate Review
&
Situation Data Data Test Design Process
Maintenance

Determine Produce
Explore Construct Build Determine
Data Mining Final
Data Data Model Next Steps
Goals Report

Verify
Produce Integrate Assess Review
Data
Project Plan Data Model Project
Quality

Format
Data

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Phase 1. Business Understanding
• Statement of Business Objective
• Statement of Data Mining Objective
• Statement of Success Criteria

Focuses on understanding the project objectives and

requirements from a business perspective, then converting
this knowledge into a data mining problem definition and a
preliminary plan designed to achieve the objectives

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Phase 1. Business Understanding
• Determine business objectives
- thoroughly understand, from a business perspective, what
the client really wants to accomplish
- uncover important factors, at the beginning, that can
influence the outcome of the project
- neglecting this step is to expend a great deal of effort
producing the right answers to the wrong questions

• Assess situation
- more detailed fact-finding about all of the resources,
constraints, assumptions and other factors that should be
considered
- flesh out the details

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Phase 1. Business Understanding
• Determine data mining goals
- a business goal states objectives in business terminology
- a data mining goal states project objectives in technical terms
ex) the business goal: “Increase catalog sales to existing
customers.”
a data mining goal: “Predict how many widgets a customer
will buy, given their purchases over the
past three years, demographic information
(age, salary, city) and the price of the
item.”
• Produce project plan
- describe the intended plan for achieving the data mining goals
and the business goals
- the plan should specify the anticipated set of steps to be
performed during the rest of the project including an initial
selection of tools and techniques

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 Phase 2. Data Understanding
• Explore the Data
• Verify the Quality
• Find Outliers

Starts with an initial data collection and proceeds with

activities in order to get familiar with the data, to identify
data quality problems, to discover first insights into the
data or to detect interesting subsets to form hypotheses
for hidden information.

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 Phase 2. Data Understanding
• Collect initial data
- acquire within the project the data listed in the project
resources
- includes data loading if necessary for data understanding
- possibly leads to initial data preparation steps
- if acquiring multiple data sources, integration is an
additional issue, either here or in the later data
preparation phase

• Describe data
- examine the “gross” or “surface” properties of the
acquired data
- report on the results

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 Phase 2. Data Understanding
• Explore data
- tackles the data mining questions, which can be addressed using
querying, visualization and reporting including:
distribution of key attributes, results of simple aggregations
relations between pairs or small numbers of attributes
properties of significant sub-populations, simple statistical
analyses
- may address directly the data mining goals
- may contribute to or refine the data description and quality
reports
- may feed into the transformation and other data preparation
needed
• Verify data quality
- examine the quality of the data, addressing questions such as:
“Is the data complete?”, Are there missing values in the data?”

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 Phase 3. Data Preparation
•Takes usually over 90% of the time
- Collection
- Assessment
- Consolidation and Cleaning
- Data selection
- Transformations

Covers all activities to construct the final dataset from the initial raw
data. Data preparation tasks are likely to be performed multiple
times and not in any prescribed order. Tasks include table, record and
attribute selection as well as transformation and cleaning of data for
modeling tools.

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 Phase 3. Data Preparation
• Select data
- decide on the data to be used for analysis
- criteria include relevance to the data mining goals, quality
and technical constraints such as limits on data volume or
data types
- covers selection of attributes as well as selection of
records in a table

• Clean data
- raise the data quality to the level required by the selected
analysis techniques
- may involve selection of clean subsets of the data, the
insertion of suitable defaults or more ambitious
techniques such as the estimation of missing data by
modeling

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 Phase 3. Data Preparation
• Construct data
- constructive data preparation operations such as the
production of derived attributes, entire new records or
transformed values for existing attributes

• Integrate data
- methods whereby information is combined from multiple
tables or records to create new records or values

• Format data
- formatting transformations refer to primarily syntactic
modifications made to the data that do not change its
meaning, but might be required by the modeling tool

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 Phase 4. Modeling
• Select the modeling technique
(based upon the data mining objective)
• Build model
(Parameter settings)
• Assess model (rank the models)
Various modeling techniques are selected and applied and their parameters are
calibrated to optimal values. Some techniques have specific requirements on the
form of data. Therefore, stepping back to the data preparation phase is often
necessary.

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 Phase 4. Modeling
• Select modeling technique
- select the actual modeling technique that is to be used
ex) decision tree, neural network
- if multiple techniques are applied, perform this task for
each techniques separately

• Generate test design

- before actually building a model, generate a procedure or
mechanism to test the model’s quality and validity
ex) In classification, it is common to use error rates as
quality measures for data mining models. Therefore,
typically separate the dataset into train and test set,
build the model on the train set and estimate its quality
on the separate test set

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 Phase 4. Modeling
• Build model
- run the modeling tool on the prepared dataset to create one
or more models

• Assess model
- interprets the models according to his domain knowledge,
the data mining success criteria and the desired test design
- judges the success of the application of modeling and
discovery techniques more technically
- contacts business analysts and domain experts later in order
to discuss the data mining results in the business context
- only consider models whereas the evaluation phase also
takes into account all other results that were produced in
the course of the project

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 Phase 5. Evaluation
• Evaluation of model
- how well it performed on test data
• Methods and criteria
- depend on model type
• Interpretation of model
- important or not, easy or hard depends on algorithm
Thoroughly evaluate the model and review the steps executed to construct the
model to be certain it properly achieves the business objectives. A key objective is
to determine if there is some important business issue that has not been
sufficiently considered. At the end of this phase, a decision on the use of the data
mining results should be reached

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 Phase 5. Evaluation
• Evaluate results
- assesses the degree to which the model meets the
business objectives
- seeks to determine if there is some business reason
why this model is deficient
- test the model(s) on test applications in the real
application if time and budget constraints permit
- also assesses other data mining results generated
- unveil additional challenges, information or hints for
future directions

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 Phase 5. Evaluation
• Review process
- do a more thorough review of the data mining
engagement in order to determine if there is any
important factor or task that has somehow been
overlooked
- review the quality assurance issues
ex) “Did we correctly build the model?”

• Determine next steps

- decides how to proceed at this stage
- decides whether to finish the project and move on to
deployment if appropriate or whether to initiate further
iterations or set up new data mining projects
- include analyses of remaining resources and budget that
influences the decisions

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 Phase 6. Deployment
• Determine how the results need to be utilized
• Who needs to use them?
• How often do they need to be used
• Deploy Data Mining results by
Scoring a database, utilizing results as business rules,
interactive scoring on-line

The knowledge gained will need to be organized and presented in a

way that the customer can use it. However, depending on the
requirements, the deployment phase can be as simple as generating
a report or as complex as implementing a repeatable data mining
process across the enterprise.

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 Phase 6. Deployment
• Plan deployment
- in order to deploy the data mining result(s) into the
business, takes the evaluation results and concludes a
strategy for deployment
- document the procedure for later deployment

• Plan monitoring and maintenance

- important if the data mining results become part of the
day-to-day business and it environment
- helps to avoid unnecessarily long periods of incorrect
usage of data mining results
- needs a detailed on monitoring process
- takes into account the specific type of deployment

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 Phase 6. Deployment
• Produce final report
- the project leader and his team write up a final report
- may be only a summary of the project and its experiences
- may be a final and comprehensive presentation of the
data mining result(s)

• Review project
- assess what went right and what went wrong, what was
done well and what needs to be improved

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 Summary
• Why CRISP-DM?
The data mining process must be reliable and
repeatable by people with little data mining
skills

CRISP-DM provides a uniform framework for

- guidelines
- experience documentation
CRISP-DM is flexible to account for differences
- Different business/agency problems
- Different data

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Questions & Discussion

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 Thank you
very
much!!!

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