Data Mining Concepts and Techniques Slides for Textbook

Data Mining: Concepts and Techniques — Slides for Textbook — — Chapter 1 — ©Jiawei Han and Micheline Kamber Department of Computer Science University of Illinois at Urbana-Champaign www. cs. uiuc. edu/~hanj 11/5/2020 Data Mining: Concepts and Techniques 1

Data Mining: Concepts and Techniques 11/5/2020 Data Mining: Concepts and Techniques 2

Acknowledgements n n This set of slides started with Han’s tutorial for UCLA Extension course in February 1998 Other subsequent contributors: n n n 11/5/2020 Dr. Hongjun Lu (Hong Kong Univ. of Science and Technology) Graduate students from Simon Fraser Univ. , Canada, notably Eugene Belchev, Jian Pei, and Osmar R. Zaiane Graduate students from Univ. of Illinois at Urbana-Champaign Data Mining: Concepts and Techniques 3

CS 497 JH Schedule (Fall 2002) n Chapter 1. Introduction {W 1: L 1} n Chapter 2. Data pre-processing {W 4: L 1 -2} n n Homework # 1 distribution (SQLServer 2000) Chapter 3. Data warehousing and OLAP technology for data mining {W 2: L 1 -2, W 3: L 1 -2} n Homework # 2 distribution n Chapter 4. Data mining primitives, languages, and system architectures {W 5: L 1} n Chapter 5. Concept description: Characterization and comparison {W 5: L 2, W 6: L 1} n Chapter 6. Mining association rules in large databases {W 6: L 2, W 7: L 1 -L 21, W 8: L 1} n n Chapter 7. Classification and prediction {W 8: L 2, W 9: L 2, W 10: L 1} n n Homework #3 distribution Midterm {W 9: L 1} Chapter 8. Clustering analysis {W 10: L 2, W 11: L 1 -2} n Homework #4 distribution n Chapter 9. Mining complex types of data {W 12: L 1 -2, W 13: L 1 -2} n Chapter 10. Data mining applications and trends in data mining {W 14: L 1} n Research/Development project presentation (W 14 -W 15 + final exam period) n Final Project Due 11/5/2020 Data Mining: Concepts and Techniques 4

Where to Find the Set of Slides? n Book page: (MS Power. Point files): n n Updated course presentation slides (. ppt): n n www. cs. uiuc. edu/~hanj/dmbook www-courses. cs. uiuc. edu/~cs 497 jh/ Research papers, DBMiner system, and other related information: n 11/5/2020 www. cs. uiuc. edu/~hanj or www. dbminer. com Data Mining: Concepts and Techniques 5

Chapter 1. Introduction n Motivation: Why data mining? n What is data mining? n Data Mining: On what kind of data? n Data mining functionality n Are all the patterns interesting? n Classification of data mining systems n Major issues in data mining 11/5/2020 Data Mining: Concepts and Techniques 6

Necessity Is the Mother of Invention n Data explosion problem n Automated data collection tools and mature database technology lead to tremendous amounts of data accumulated and/or to be analyzed in databases, data warehouses, and other information repositories n We are drowning in data, but starving for knowledge! n Solution: Data warehousing and data mining n Data warehousing and on-line analytical processing n Miing interesting knowledge (rules, regularities, patterns, constraints) from data in large databases 11/5/2020 Data Mining: Concepts and Techniques 7

Evolution of Database Technology n 1960 s: n n 1970 s: n n n 11/5/2020 Relational data model, relational DBMS implementation 1980 s: n RDBMS, advanced data models (extended-relational, OO, deductive, etc. ) n Application-oriented DBMS (spatial, scientific, engineering, etc. ) 1990 s: n n Data collection, database creation, IMS and network DBMS Data mining, data warehousing, multimedia databases, and Web databases 2000 s n Stream data management and mining n Data mining with a variety of applications n Web technology and global information systems Data Mining: Concepts and Techniques 8

What Is Data Mining? n Data mining (knowledge discovery from data) n Extraction of interesting (non-trivial, implicit, previously unknown and potentially useful) patterns or knowledge from huge amount of data n n Alternative names n n 11/5/2020 Data mining: a misnomer? 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”? n (Deductive) query processing. n Expert systems or small ML/statistical programs Data Mining: Concepts and Techniques 9

Why Data Mining? —Potential Applications n Data analysis and decision support n Market analysis and management n Target marketing, customer relationship management (CRM), market basket analysis, cross selling, market segmentation n Risk analysis and management n Forecasting, customer retention, improved underwriting, quality control, competitive analysis n n 11/5/2020 Fraud detection and detection of unusual patterns (outliers) Other Applications n Text mining (news group, email, documents) and Web mining n Stream data mining n DNA and bio-data analysis Data Mining: Concepts and Techniques 10

Market Analysis and Management n Where does the data come from? n n Target marketing n n 11/5/2020 Determine customer purchasing patterns over time Associations/co-relations between product sales, & prediction based on such association Customer profiling n n Find clusters of “model” customers who share the same characteristics: interest, income level, spending habits, etc. Cross-market analysis n n Credit card transactions, loyalty cards, discount coupons, customer complaint calls, plus (public) lifestyle studies What types of customers buy what products (clustering or classification) Customer requirement analysis n identifying the best products for different customers n predict what factors will attract new customers Provision of summary information n multidimensional summary reports n statistical summary information (data central tendency and variation) Data Mining: Concepts and Techniques 11

Corporate Analysis & Risk Management n Finance planning and asset evaluation n n Resource planning n n summarize and compare the resources and spending Competition n 11/5/2020 cash flow analysis and prediction contingent claim analysis to evaluate assets cross-sectional and time series analysis (financial-ratio, trend analysis, etc. ) monitor competitors and market directions group customers into classes and a class-based pricing procedure set pricing strategy in a highly competitive market Data Mining: Concepts and Techniques 12

Fraud Detection & Mining Unusual Patterns n Approaches: Clustering & model construction for frauds, outlier analysis n Applications: Health care, retail, credit card service, telecomm. n Auto insurance: ring of collisions n Money laundering: suspicious monetary transactions n Medical insurance n n Professional patients, ring of doctors, and ring of references n Unnecessary or correlated screening tests Telecommunications: phone-call fraud n n Retail industry n n 11/5/2020 Phone call model: destination of the call, duration, time of day or week. Analyze patterns that deviate from an expected norm Analysts estimate that 38% of retail shrink is due to dishonest employees Anti-terrorism Data Mining: Concepts and Techniques 13

Other Applications n Sports n n Astronomy n n JPL and the Palomar Observatory discovered 22 quasars with the help of data mining Internet Web Surf-Aid n 11/5/2020 IBM Advanced Scout analyzed NBA game statistics (shots blocked, assists, and fouls) to gain competitive advantage for New York Knicks and Miami Heat IBM Surf-Aid applies data mining algorithms to Web access logs for market-related pages to discover customer preference and behavior pages, analyzing effectiveness of Web marketing, improving Web site organization, etc. Data Mining: Concepts and Techniques 14

Data Mining: A KDD Process n Data mining—core of knowledge discovery process Pattern Evaluation Data Mining Task-relevant Data Selection Data Warehouse Data Cleaning Data Integration Databases 11/5/2020 Data Mining: Concepts and Techniques 15

Steps of a KDD Process n Learning the application domain n n Creating a target data set: data selection Data cleaning and preprocessing: (may take 60% of effort!) Data reduction and transformation n n 11/5/2020 summarization, classification, regression, association, clustering. Choosing the mining algorithm(s) Data mining: search for patterns of interest Pattern evaluation and knowledge presentation n n Find useful features, dimensionality/variable reduction, invariant representation. Choosing functions of data mining n n relevant prior knowledge and goals of application visualization, transformation, removing redundant patterns, etc. Use of discovered knowledge Data Mining: Concepts and Techniques 16

Data Mining and Business Intelligence Increasing potential to support business decisions Making Decisions Data Presentation Visualization Techniques Data Mining Information Discovery End User Business Analyst Data Exploration Statistical Analysis, Querying and Reporting Data Warehouses / Data Marts OLAP, MDA Data Sources Paper, Files, Information Providers, Database Systems, OLTP 11/5/2020 Data Mining: Concepts and Techniques DBA 17

Architecture: Typical Data Mining System Graphical user interface Pattern evaluation Data mining engine Database or data warehouse server Data cleaning & data integration Databases 11/5/2020 Knowledge-base Filtering Data Warehouse Data Mining: Concepts and Techniques 18

Data Mining: On What Kinds of Data? n n 11/5/2020 Relational database Data warehouse Transactional database Advanced database and information repository n Object-relational database n Spatial and temporal data n Time-series data n Stream data n Multimedia database n Heterogeneous and legacy database n Text databases & WWW Data Mining: Concepts and Techniques 19

Data Mining Functionalities n Concept description: Characterization and discrimination n n Association (correlation and causality) n n Generalize, summarize, and contrast data characteristics, e. g. , dry vs. wet regions Diaper àBeer [0. 5%, 75%] Classification and Prediction n Construct models (functions) that describe and distinguish classes or concepts for future prediction n 11/5/2020 E. g. , classify countries based on climate, or classify cars based on gas mileage n Presentation: decision-tree, classification rule, neural network n Predict some unknown or missing numerical values Data Mining: Concepts and Techniques 20

Data Mining Functionalities (2) n n Cluster analysis n Class label is unknown: Group data to form new classes, e. g. , cluster houses to find distribution patterns n Maximizing intra-class similarity & minimizing interclass similarity Outlier analysis n Outlier: a data object that does not comply with the general behavior of the data n Noise or exception? No! useful in fraud detection, rare events analysis Trend and evolution analysis n Trend and deviation: regression analysis n Sequential pattern mining, periodicity analysis n Similarity-based analysis Other pattern-directed or statistical analyses 11/5/2020 Data Mining: Concepts and Techniques 21

Are All the “Discovered” Patterns Interesting? n Data mining may generate thousands of patterns: Not all of them are interesting n n Suggested approach: Human-centered, query-based, focused mining Interestingness measures n A pattern is interesting if it is easily understood by humans, valid on new or test data with some degree of certainty, potentially useful, novel, or validates some hypothesis that a user seeks to confirm n Objective vs. subjective interestingness measures n Objective: based on statistics and structures of patterns, e. g. , support, confidence, etc. n Subjective: based on user’s belief in the data, e. g. , unexpectedness, novelty, actionability, etc. 11/5/2020 Data Mining: Concepts and Techniques 22

Can We Find All and Only Interesting Patterns? n n Find all the interesting patterns: Completeness n Can a data mining system find all the interesting patterns? n Heuristic vs. exhaustive search n Association vs. classification vs. clustering Search for only interesting patterns: An optimization problem n Can a data mining system find only the interesting patterns? n Approaches n First general all the patterns and then filter out the uninteresting ones. n Generate only the interesting patterns—mining query optimization 11/5/2020 Data Mining: Concepts and Techniques 23

Data Mining: Confluence of Multiple Disciplines Database Systems Machine Learning Algorithm 11/5/2020 Statistics Data Mining Visualization Other Disciplines Data Mining: Concepts and Techniques 24

Data Mining: Classification Schemes n n 11/5/2020 General functionality n Descriptive data mining n Predictive data mining Different views, different classifications n Kinds of data to be mined n Kinds of knowledge to be discovered n Kinds of techniques utilized n Kinds of applications adapted Data Mining: Concepts and Techniques 25

Multi-Dimensional View of Data Mining n Data to be mined n n Knowledge to be mined n n n Multiple/integrated functions and mining at multiple levels Database-oriented, data warehouse (OLAP), machine learning, statistics, visualization, etc. Applications adapted n 11/5/2020 Characterization, discrimination, association, classification, clustering, trend/deviation, outlier analysis, etc. Techniques utilized n n Relational, data warehouse, transactional, stream, objectoriented/relational, active, spatial, time-series, text, multi-media, heterogeneous, legacy, WWW Retail, telecommunication, banking, fraud analysis, bio-data mining, stock market analysis, Web mining, etc. Data Mining: Concepts and Techniques 26

OLAP Mining: Integration of Data Mining and Data Warehousing n Data mining systems, DBMS, Data warehouse systems coupling n n On-line analytical mining data n n No coupling, loose-coupling, semi-tight-coupling, tight-coupling integration of mining and OLAP technologies Interactive mining multi-level knowledge n Necessity of mining knowledge and patterns at different levels of abstraction by drilling/rolling, pivoting, slicing/dicing, etc. n Integration of multiple mining functions n 11/5/2020 Characterized classification, first clustering and then association Data Mining: Concepts and Techniques 27

An OLAM Architecture Mining query Mining result Layer 4 User Interface User GUI API OLAM Engine OLAP Engine Layer 3 OLAP/OLAM Data Cube API Layer 2 MDDB Meta Data Filtering&Integration Database API Filtering Layer 1 Databases 11/5/2020 Data cleaning Data integration Warehouse Data Mining: Concepts and Techniques Data Repository 28

Major Issues in Data Mining n Mining methodology n n Performance: efficiency, effectiveness, and scalability n Pattern evaluation: the interestingness problem n Incorporation of background knowledge n Handling noise and incomplete data n n Parallel, distributed and incremental mining methods Integration of the discovered knowledge with existing one: knowledge fusion User interaction n Data mining query languages and ad-hoc mining n Expression and visualization of data mining results n Interactive mining of knowledge at multiple levels of abstraction Applications and social impacts n n 11/5/2020 Mining different kinds of knowledge from diverse data types, e. g. , bio, stream, Web Domain-specific data mining & invisible data mining Protection of data security, integrity, and privacy Data Mining: Concepts and Techniques 29

Summary n n n Data mining: discovering interesting patterns from large amounts 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 information repositories Data mining functionalities: characterization, discrimination, association, classification, clustering, outlier and trend analysis, etc. n Data mining systems and architectures n Major issues in data mining 11/5/2020 Data Mining: Concepts and Techniques 30

A Brief History of Data Mining Society n 1989 IJCAI Workshop on Knowledge Discovery in Databases (Piatetsky. Shapiro) n n Knowledge Discovery in Databases (G. Piatetsky-Shapiro and W. Frawley, 1991) 1991 -1994 Workshops on Knowledge Discovery in Databases n Advances in Knowledge Discovery and Data Mining (U. Fayyad, G. Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy, 1996) n 1995 -1998 International Conferences on Knowledge Discovery in Databases and Data Mining (KDD’ 95 -98) n n Journal of Data Mining and Knowledge Discovery (1997) 1998 ACM SIGKDD, SIGKDD’ 1999 -2001 conferences, and SIGKDD Explorations n More conferences on data mining n 11/5/2020 PAKDD (1997), PKDD (1997), SIAM-Data Mining (2001), (IEEE) ICDM (2001), etc. Data Mining: Concepts and Techniques 31

Where to Find References? n n n 11/5/2020 Data mining and KDD (SIGKDD: CDROM) n Conferences: ACM-SIGKDD, IEEE-ICDM, SIAM-DM, PKDD, PAKDD, etc. n Journal: Data Mining and Knowledge Discovery, KDD Explorations Database systems (SIGMOD: CD ROM) n Conferences: ACM-SIGMOD, ACM-PODS, VLDB, IEEE-ICDE, EDBT, ICDT, DASFAA n Journals: ACM-TODS, IEEE-TKDE, JIIS, J. ACM, etc. AI & Machine Learning n Conferences: Machine learning (ML), AAAI, IJCAI, COLT (Learning Theory), etc. n Journals: Machine Learning, Artificial Intelligence, etc. Statistics n Conferences: Joint Stat. Meeting, etc. n Journals: Annals of statistics, etc. Visualization n Conference proceedings: CHI, ACM-SIGGraph, etc. n Journals: IEEE Trans. visualization and computer graphics, etc. Data Mining: Concepts and Techniques 32

Recommended Reference Books n R. Agrawal, J. Han, and H. Mannila, Readings in Data Mining: A Database Perspective, Morgan Kaufmann (in preparation) n U. M. Fayyad, G. Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy. Advances in Knowledge Discovery and Data Mining. AAAI/MIT Press, 1996 n U. Fayyad, G. Grinstein, and A. Wierse, Information Visualization in Data Mining and Knowledge Discovery, Morgan Kaufmann, 2001 n J. Han and M. Kamber. Data Mining: Concepts and Techniques. Morgan Kaufmann, 2001 n D. J. Hand, H. Mannila, and P. Smyth, Principles of Data Mining, MIT Press, 2001 n T. Hastie, R. Tibshirani, and J. Friedman, The Elements of Statistical Learning: Data Mining, Inference, and Prediction, Springer-Verlag, 2001 n T. M. Mitchell, Machine Learning, Mc. Graw Hill, 1997 n G. Piatetsky-Shapiro and W. J. Frawley. Knowledge Discovery in Databases. AAAI/MIT Press, 1991 n S. M. Weiss and N. Indurkhya, Predictive Data Mining, Morgan Kaufmann, 1998 n I. H. Witten and E. Frank, Data Mining: Practical Machine Learning Tools and Techniques with Java Implementations, Morgan Kaufmann, 2001 11/5/2020 Data Mining: Concepts and Techniques 33

www. cs. uiuc. edu/~hanj Thank you !!! 11/5/2020 Data Mining: Concepts and Techniques 34