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? Major Issues in Data Mining

Google Flu Trends: US Flu Activity

Blue: Google Flu Trends estimate; Orange: US data

http://www.google.org/flutrends/

March 30, 2014

Data Mining: Concepts and Techniques

Influenza-like Illness (ILI) percentages estimated by model (black) and provided by the CDC (red) in the mid-Atlantic region, showing data available at four points in the 2007-2008 influenza season.

J Ginsberg et al. Nature 000, 1-3 (2008) doi:10.1038/nature07634

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 inventionData miningAutomated analysis of massive data sets
4

Evolution of Database Technology

1960s:

Data collection, database creation, IMS and network DBMS Relational data model, relational DBMS implementation RDBMS, advanced data models (extended-relational, OO, deductive, etc.)

1970s:

1980s:

Application-oriented DBMS (spatial, scientific, engineering, etc.)

Data mining, data warehousing, multimedia databases, and Web databases Stream data management and mining Data mining and its applications Web technology (XML, data integration) and global information systems
5

1990s:

2000s

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? Knowledge discovery (mining) in databases (KDD), knowledge extraction, data/pattern analysis, data archeology, data dredging, information harvesting, business intelligence, etc. Simple search and query processing (Deductive) expert systems
6

Alternative names

Watch out: Is everything data mining?

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 Data Mining process Task-relevant Data Data Warehouse Selection

Data Cleaning
Data Integration Databases
7

Data Mining in Business Intelligence

Increasing potential to support business decisions

Decision Making
Data Presentation Visualization Techniques Data Mining Information Discovery

End User

Business Analyst Data Analyst

Data Exploration Statistical Summary, Querying, and Reporting Data Preprocessing/Integration, Data Warehouses Data Sources Paper, Files, Web documents, Scientific experiments, Database Systems
DBA

KDD Process: A Typical View from ML and Statistics

Data Mining
PostProcessing

Input Data

Data PreProcessing

Data integration Normalization Feature selection Dimension reduction

Pattern discovery Association & correlation Classification Clustering Outlier analysis

Pattern Pattern Pattern Pattern

evaluation selection interpretation visualization

This is a view from typical machine learning and statistics communities

9

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

10

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.

11

Data Mining: On What Kinds of Data?

Database-oriented data sets and applications

Relational database, data warehouse, transactional database 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
12

Advanced data sets and advanced applications

Data Mining Function: (1) Generalization

Information integration and data warehouse construction

Data cleaning, transformation, integration, and multidimensional data model Scalable methods for computing (i.e., materializing) multidimensional aggregates OLAP (online analytical processing)

Data cube technology

Multidimensional concept description: Characterization and discrimination

Generalize, summarize, and contrast data characteristics, e.g., dry vs. wet region
13

Data Mining Function: (2) Association and Correlation Analysis

Frequent patterns (or frequent itemsets)

What items are frequently purchased together in your Walmart? A typical association rule

Association, correlation vs. causality

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?
14

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 Decision trees, nave Bayesian classification, support vector machines, neural networks, rule-based classification, patternbased classification, logistic regression, Credit card fraud detection, direct marketing, classifying stars, diseases, web-pages,
15

Typical methods

Typical applications:

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

16

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 persons garbage could be another persons treasure Methods: by product of clustering or regression analysis, Useful in fraud detection, rare events analysis

17

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
18

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
19

Data Mining: Confluence of Multiple Disciplines

Machine Learning Pattern Recognition Statistics

Applications

Data Mining

Visualization

Algorithm

Database Technology

High-Performance Computing

20

Why Confluence of Multiple Disciplines?

Tremendous amount of data

Algorithms must be highly scalable to handle potentially tera-bytes of data Micro-array may have tens of thousands of dimensions 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

High-dimensionality of data

High complexity of data

New and sophisticated applications

21

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
22

Major Issues in Data Mining (2)

Efficiency and Scalability

Efficiency and scalability of data mining algorithms

Parallel, distributed, stream, and incremental mining methods Handling complex types of data Mining dynamic, networked, and global data repositories Social impacts of data mining

Diversity of data types

Data mining and society

Privacy-preserving data mining

Invisible data mining

23