Data Mining: Basic Concepts

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 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

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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.
 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. So,
Data mining is a major new challenge!

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 Evolution of Database Technology

 1960s:
 Data collection, database creation, and network DBMS
 1970s:
 Relational data model, relational DBMS implementation
 1980s:
 RDBMS, advanced data models
 Application-oriented DBMS
 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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 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

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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.

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 Knowledge Discovery (KDD) Process

 Typical database systems and

data warehousing communities
Pattern Evaluation
 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 steps:

 Data Collection/ Data base
 Data cleaning
 Data integration from multiple sources
 Warehousing the data
 Data selection for data mining
 Data mining
 Presentation of the mining results
 Patterns and knowledge to be used / 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
 Data presentation
 Exploration

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 KDD Process: A Typical View

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 and 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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 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

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 Multi-Dimensional View of Data Mining
 Data to be mined
 Database data (extended-relational, object-oriented, heterogeneous,
legacy), transactional data, stream, spatiotemporal, time-series,
sequence, text and web, multi-media, graphs & social and information
networks
 Knowledge to be mined
 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 computing, etc.
 Applications adapted
 Retail, telecommunication, banking, fraud analysis, bio-data mining, stock
market analysis, text mining, Web mining, etc.

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 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

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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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 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

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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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 (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?
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 (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, …

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 (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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 (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

 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, …
 Evaluation of mined knowledge → directly mine only
interesting knowledge?
 Descriptive vs. predictive
 Coverage
 Typicality vs. novelty
 Accuracy
 Timeliness
 …
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 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
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Data Mining: Confluence of Multiple Disciplines

Machine Pattern Statistics

Learning Recognition

Applications Visualization
Data Mining

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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 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

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 Applications of Data Mining

 Web page analysis

 Collaborative analysis & recommender systems
 Basket data analysis to targeted marketing
 Biological and medical data analysis: classification, cluster analysis,
biological sequence analysis, biological network analysis, etc.
 Data mining and software engineering
 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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 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

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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
 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
 Mining can be performed in a variety of data

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