Introduction to

data mining
Jiawei Han

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 Overview
◼ 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
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 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

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 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.

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 Evolution of Sciences

◼ 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.

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 Evolution of Sciences
◼ 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!

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 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.)

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 Evolution of Database Technology

◼ 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

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 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

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 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 Warehouse Selection

Data Cleaning

Data Integration

Databases
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 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

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 Data Mining in Business Intelligence

Increasing potential
to support
business decisions End User
Decision
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
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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

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 KDD Process: A Typical View from ML and
Statistics

Input Data Data Pre- Data Post-

Processing Mining Processing

Data integration Pattern discovery Pattern evaluation

Normalization Association & correlation Pattern selection
Feature selection Classification Pattern interpretation
Clustering
Dimension reduction Pattern visualization
Outlier analysis
…………

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

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 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

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 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
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Multi-Dimensional View of Data Mining

◼ 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.

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 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

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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

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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?

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Data Mining Function: (2) Association and
Correlation Analysis
◼ How to mine such patterns and rules
efficiently in large datasets?
◼ How to use such patterns for classification,
clustering, and other applications?

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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

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Data Mining Function: (3) Classification

◼ 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, …

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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

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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

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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

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 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

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 Structure and Network Analysis

◼ Web mining
◼ Web is a big information network: from

PageRank to Google
◼ Analysis of Web information networks

◼ Web community discovery, opinion mining,

usage mining, …

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 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, …

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 Evaluation of Knowledge

◼ Evaluation of mined knowledge → directly

mine only interesting knowledge?
◼ Descriptive vs. predictive
◼ Coverage
◼ Typicality vs. novelty
◼ Accuracy
◼ Timeliness
◼ …

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Data Mining: Confluence of Multiple Disciplines

Machine Pattern Statistics

Learning Recognition

Applications Data Mining Visualization

Algorithm Database High-Performance

Technology Computing

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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

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 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

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 Applications of Data Mining

◼ 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

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 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

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 Major Issues in Data Mining (1)

◼ User Interaction
◼ Interactive mining
◼ Incorporation of background knowledge
◼ Presentation and visualization of data
mining results

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 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

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 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

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 Summary

◼ 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
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End of presentation