Introduction – Data

Mining
Chapter 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
Data Science and Data-Driven
Discovery
Data science is an interdisciplinary field that studies and applies tools and techniques
for deriving useful
insights from data. Although data science is regarded as an emerging field with a distinct
identity of its own,
the tools and techniques often come from many different areas of data analysis, such
as data mining, statistics, AI, machine learning, pattern recognition, database

technology, and distributed and parallel computing.

What Is Data Mining?
Data mining is the process of automatically discovering useful information in large data
repositories. Data
mining techniques are deployed to scour large data sets in order to find novel and useful
patterns that might
otherwise remain unknown. They also provide the capability to predict the outcome of a
future observation,
such as the amount a customer will spend at an online or a brick-and-mortar store.
 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
5
 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
6
 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
7
Chapter 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
8
 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

9
Knowledge Discovery (KDD) Process
• This is a view from typical database
systems and data warehousing
Pattern Evaluation
communities
• Data mining plays an essential role in
the knowledge discovery process Data Mining

Task-relevant Data

Data Warehouse Selection

Data Cleaning

Data Integration

Databases 10
1.2 Motivating Challenges
• Scalability
• High Dimensionality
• Heterogeneous and Complex Data
• Data Ownership and Distribution
• Non-traditional Analysis
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

12
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
13
 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

14
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
Outlier analysis Pattern visualization
…………

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

15
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

16
Chapter 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
17
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. 18
Chapter 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
19
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
20
Chapter 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
21
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
22
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?
23
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, …
24
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

25
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

26
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

27
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, …
28
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
• …
29
Chapter 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
30
Data Mining: Confluence of Multiple Disciplines

Machine Pattern Statistics

Learning Recognition

Applications Data Mining Visualization

Algorithm Database High-Performance

Technology Computing

31
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
32
Chapter 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
33
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

34
Chapter 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
35
 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
36
 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

37
Chapter 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
38
 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

39
 Conferences and Journals on Data Mining

• KDD Conferences  Other related conferences

• ACM SIGKDD Int. Conf. on Knowledge  DB conferences: ACM
Discovery in Databases and Data
SIGMOD, VLDB, ICDE, EDBT,
Mining (KDD)
ICDT, …
• SIAM Data Mining Conf. (SDM)
 Web and IR conferences:
• (IEEE) Int. Conf. on Data Mining
WWW, SIGIR, WSDM
(ICDM)
• European Conf. on Machine Learning
 ML conferences: ICML, NIPS
and Principles and practices of  PR conferences: CVPR,
Knowledge Discovery and Data  Journals
Mining (ECML-PKDD)  Data Mining and Knowledge
• Pacific-Asia Conf. on Knowledge Discovery (DAMI or DMKD)
Discovery and Data Mining (PAKDD)  IEEE Trans. On Knowledge
• Int. Conf. on Web Search and Data and Data Eng. (TKDE)
Mining (WSDM)  KDD Explorations
 ACM Trans. on KDD
40
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.
41
Chapter 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
42
 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

43
For each of the following data sets, explain whether or not data privacy is an important
issue.

(a) Census data collected from 1900–1950.

(b) IP addresses and visit times of web users who visit your website.

(c) Images from Earth-orbiting satellites.

(d) Names and addresses of people from the telephone book.

(e) Names and email addresses collected from the Web.

Review
Discuss whether or not each of the following activities is a data mining task.
(a) Dividing the customers of a company according to their gender.
(b) Dividing the customers of a company according to their profitability.
(c) Computing the total sales of a company.
(d) Sorting a student database based on student identification numbers.
(e) Predicting the outcomes of tossing a (fair) pair of dice.
(f) Predicting the future stock price of a company using historical records.
(g) Monitoring the heart rate of a patient for abnormalities.
(h) Monitoring seismic waves for earthquake activities.
(i) Extracting the frequencies of a sound wave.
Suppose that you are employed as a data mining consultant for an
Internet search engine company. Describe how data mining can help
the company by giving specific examples of how techniques, such as
clustering, classification, association rule mining, and anomaly
detection can be applied.