Data Wharehousing, OLAP

and Data Mining

1
Acknowledgments

A. Balachandran
Anand Deshpande
Sunita Sarawagi
S. Seshadri

2
Overview

Part 1: Data Warehouses

Part 2: OLAP
Part 3: Data Mining
Part 4: Query Processing and Optimization

3
Part 1: Data Warehouses

4
Data, Data everywhere
yet ...
 I can’t find the data I need
data is scattered over the network
many versions, subtle differences
 I can’t get the data I need
need an expert to get the data
 I can’t understand the data I
found
available data poorly documented
 I can’t use the data I found
results are unexpected
data needs to be transformed from
one form to other
5
What is a Data Warehouse?

A single, complete and

consistent store of data
obtained from a variety of
different sources made
available to end users in a
what they can understand
and use in a business
context.

[Barry Devlin]
6
 Why Data Warehousing?
Which are our
lowest/highest margin
customers ?
Who are my customers
What is the most and what products
effective distribution are they buying?
channel?

What product prom- Which customers

-otions have the biggest are most likely to go
impact on revenue? to the competition ?
What impact will
new products/services
have on revenue
and margins? 7
Decision Support

Used to manage and control business

Data is historical or point-in-time
Optimized for inquiry rather than update
Use of the system is loosely defined and
can be ad-hoc
Used by managers and end-users to
understand the business and make
judgements
8
Evolution of Decision
Support

60’s: Batch reports

hard to find and analyze information
inflexible and expensive, reprogram every request
70’s: Terminal based DSS and EIS
80’s: Desktop data access and analysis tools
query tools, spreadsheets, GUIs
easy to use, but access only operational db
90’s: Data warehousing with integrated OLAP
engines and tools
9
What are the users
saying...

Data should be integrated

across the enterprise
Summary data had a real
value to the organization
Historical data held the key to
understanding data over time
What-if capabilities are
required

10
Data Warehousing --
It is a process
Technique for assembling and
managing data from various
sources for the purpose of
answering business questions.
Thus making decisions that
were not previous possible
A decision support database
maintained separately from
the organization’s operational
database
11
Traditional RDBMS used
for OLTP

Database Systems have been used

traditionally for OLTP
clerical data processing tasks
detailed, up to date data
structured repetitive tasks
read/update a few records
isolation, recovery and integrity are critical
Will call these operational systems
12
OLTP vs Data Warehouse

OLTP Warehouse (DSS)

Application Oriented Subject Oriented
Used to run business Used to analyze business
Clerical User Manager/Analyst
Detailed data Summarized and refined
Current up to date Snapshot data
Isolated Data Integrated Data
Repetitive access by Ad-hoc access using
small transactions large queries
Read/Update access Mostly read access
(batch update) 13
Data Warehouse
Architecture

Relational Optimized Loader

Databases
Extraction
Cleansing

Data Warehouse
Legacy Engine Analyze
Data Query

Purchased
Data
Metadata Repository
14
From the Data Warehouse
to Data Marts
Information

Individually Less
Structured

Departmentally History
Structured Normalized
Detailed

Organizationally More
Structured Data Warehouse

Data
15
Users have different views
of Data
Tourists: Browse
information harvested
OLAP
by farmers

Farmers: Harvest information

from known access paths

Explorers: Seek out the

Organizationally unknown and previously
structured unsuspected rewards hiding in
the detailed data
16
Wal*Mart Case Study

Founded by Sam Walton

One the largest Super Market Chains in
the US

Wal*Mart: 2000+ Retail Stores

SAM's Clubs 100+Wholesalers Stores
This case study is from Felipe Carino’s (NCR Teradata)
presentation made at Stanford Database Seminar
17
Old Retail Paradigm

Wal*Mart Suppliers
Inventory Management Accept Orders
Merchandise Accounts Promote Products
Payable Provide special
Purchasing Incentives
Supplier Promotions: Monitor and Track The
National, Region, Store Incentives
Level Bill and Collect
Receivables
Estimate Retailer
Demands
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New (Just-In-Time) Retail
Paradigm
 No more deals
 Shelf-Pass Through (POS Application)
One Unit Price
Suppliers paid once a week on ACTUAL items sold
Wal*Mart Manager
Daily Inventory Restock
Suppliers (sometimes SameDay) ship to Wal*Mart
 Warehouse-Pass Through
Stock some Large Items
Delivery may come from supplier
Distribution Center
Supplier’s merchandise unloaded directly onto Wal*Mart Trucks

19
Information as a Strategic
Weapon

Daily Summary of all Sales Information

Regional Analysis of all Stores in a logical area
Specific Product Sales
Specific Supplies Sales
Trend Analysis, etc.
Wal*Mart uses information when negotiating
with
Suppliers
Advertisers etc.

20
Schema Design

Database organization
must look like business
must be recognizable by business user
approachable by business user
Must be simple
Schema Types
Star Schema
Fact Constellation Schema
Snowflake schema
21
Star Schema

A single fact table and for each dimension one

dimension table
Does not capture hierarchies directly
T date, custno, prodno, cityname, sales p
i r
m o
e f d
a
c c c
u t i
s t
t y 22
Dimension Tables

Dimension tables
Define business in terms already familiar to
users
Wide rows with lots of descriptive text
Small tables (about a million rows)
Joined to fact table by a foreign key
heavily indexed
typical dimensions
time periods, geographic region (markets, cities),
products, customers, salesperson, etc.
23
Fact Table

Central table
Typical example: individual sales records
mostly raw numeric items
narrow rows, a few columns at most
large number of rows (millions to a billion)
Access via dimensions

24
Snowflake schema

Represent dimensional hierarchy directly by

normalizing tables.
Easy to maintain and saves storage
T p
date, custno, prodno, cityname, ...
i r
m o
e f d
a
c c c r
u t e
i
s g
t i
t y o
25
n
Fact Constellation

Fact Constellation
Multiple fact tables that share many
dimension tables
Booking and Checkout may share many
dimension tables in the hotel industry
Promotion
Hotels
Booking
Checkout
Travel Agents Room Type
Customer 26
Data Granularity in
Warehouse

Summarized data stored

reduce storage costs
reduce cpu usage
increases performance since smaller number
of records to be processed
design around traditional high level reporting
needs
tradeoff with volume of data to be stored
and detailed usage of data
27
Granularity in Warehouse

Solution is to have dual level of

granularity
Store summary data on disks
95% of DSS processing done against this data
Store detail on tapes
5% of DSS processing against this data

28
Levels of Granularity

Banking Example account

Operational month
# trans
withdrawals
account
monthly account deposits
activity date
amount register -- up to average bal
teller 10 years
location
account bal 60 days of amount
activity activity date
amount
Not all fields account bal
need be
archived 29
 Data Integration Across
Sources
Savings Loans Trust Credit card

Same data Different data Data found here Different keys

different name Same name nowhere else same data

30
Data Transformation

Operational/ Sequential Legacy Relational External

Source Data

Data Accessing Capturing Extracting Householding Filtering

Transformation Reconciling Conditioning Loading Validating Scoring

Data transformation is the foundation

for achieving single version of the truth
Major concern for IT
Data warehouse can fail if appropriate
data transformation strategy is not
developed
31
Data Integrity Problems

 Same person, different spellings

Agarwal, Agrawal, Aggarwal etc...
 Multiple ways to denote company name
Persistent Systems, PSPL, Persistent Pvt. LTD.
 Use of different names
mumbai, bombay
 Different account numbers generated by different
applications for the same customer
 Required fields left blank
 Invalid product codes collected at point of sale
manual entry leads to mistakes
“in case of a problem use 9999999”
32
Data Transformation
Terms

Extracting Enrichment
Conditioning Scoring
Scrubbing Loading
Merging Validating
Householding Delta Updating

33
Data Transformation
Terms

Householding
Identifying all members of a household
(living at the same address)
Ensures only one mail is sent to a household
Can result in substantial savings: 1 million
catalogues at $50 each costs $50 million . A
2% savings would save $1 million

34
Refresh

Propagate updates on source data to the

warehouse
Issues:
when to refresh
how to refresh -- incremental refresh
techniques

35
When to Refresh?

periodically (e.g., every night, every

week) or after significant events
on every update: not warranted unless
warehouse data require current data (up
to the minute stock quotes)
refresh policy set by administrator based
on user needs and traffic
possibly different policies for different
sources 36
Refresh techniques

Incremental techniques
detect changes on base tables: replication
servers (e.g., Sybase, Oracle, IBM Data
Propagator)
snapshots (Oracle)
transaction shipping (Sybase)
compute changes to derived and summary
tables
maintain transactional correctness for
incremental load 37
How To Detect Changes

Create a snapshot log table to record ids

of updated rows of source data and
timestamp
Detect changes by:
Defining after row triggers to update
snapshot log when source table changes
Using regular transaction log to detect
changes to source data

38
Querying Data Warehouses

SQL Extensions
Multidimensional modeling of data
OLAP
More on OLAP later …

39
SQL Extensions

Extended family of aggregate functions

rank (top 10 customers)
percentile (top 30% of customers)
median, mode
Object Relational Systems allow addition
of new aggregate functions
Reporting features
running total, cumulative totals

40
Reporting Tools
Andyne Computing -- GQL
Brio -- BrioQuery
Business Objects -- Business Objects
Cognos -- Impromptu
Information Builders Inc. -- Focus for Windows
Oracle -- Discoverer2000
Platinum Technology -- SQL*Assist, ProReports
PowerSoft -- InfoMaker
SAS Institute -- SAS/Assist
Software AG -- Esperant
Sterling Software -- VISION:Data
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 Decision support tools
Mining
Direct Reporting OLAP tools
Query tools
Essbase Intelligent Miner
Crystal reports

Merge
Relational
Clean Data warehouse DBMS+
Summarize e.g. Redbrick

Detailed GIS
transactional data
data Operational data
Census
Bombay branch Delhi branch Calcutta branch data
Oracle IMS SAS
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Deploying Data
Warehouses

What business information

keeps you in business today?
What business information can
put you out of business
tomorrow?
What business information
should be a mouse click away?
What business conditions are
the driving the need for
business information?
43
Cultural Considerations

Not just a technology project

New way of using information

to support daily activities and
decision making
Care must be taken to prepare
organization for change
Must have organizational
backing and support
44
User Training

Users must have a higher level of IT

proficiency than for operational systems
Training to help users analyze data in the
warehouse effectively

45
Warehouse Products
Computer Associates -- CA-Ingres
Hewlett-Packard -- Allbase/SQL
Informix -- Informix, Informix XPS
Microsoft -- SQL Server
Oracle – Oracle
Red Brick -- Red Brick Warehouse
SAS Institute -- SAS
Software AG -- ADABAS
Sybase -- SQL Server, IQ, MPP
46
Part 2: OLAP

47
Nature of OLAP Analysis

Aggregation -- (total sales, percent-to-

total)
Comparison -- Budget vs. Expenses
Ranking -- Top 10, quartile analysis
Access to detailed and aggregate data
Complex criteria specification
Visualization
Need interactive response to aggregate queries
48
 Multi-dimensional Data

Measure - sales (actual, plan, variance)

Dimensions: Product, Region, Time
Hierarchical summarization paths
W
S
N Product Region Time
Product

Juice Industry Country Year

Cola
Milk
Cream Category Region Quarter
Toothpaste
Soap
1 2 34 5 6 7 Product City Month week

Month Office Day

49
Conceptual Model for
OLAP

Numeric measures to be analyzed

e.g. Sales (Rs), sales (volume), budget,
revenue, inventory
Dimensions
other attributes of data, define the space
e.g., store, product, date-of-sale
hierarchies on dimensions
e.g. branch -> city -> state

50
Operations

Rollup: summarize data

e.g., given sales data, summarize sales for
last year by product category and region
Drill down: get more details
e.g., given summarized sales as above, find
breakup of sales by city within each region, or
within the Andhra region

51
More Cube Operations

Slice and dice: select and project

e.g.: Sales of soft-drinks in Andhra over the last
quarter
Pivot: change the view of data
 Q1 Q2 Total L S Total
L 22 33 55 Red 14 07 21
S 15 44 59 Blue 41 52 93
Total 37 77 114 Total 55 59 114

52
More OLAP Operations

Hypothesis driven search: E.g. factors

affecting defaulters
view defaulting rate on age aggregated over other
dimensions
for particular age segment detail along profession
Need interactive response to aggregate queries
=> precompute various aggregates

53
MOLAP vs ROLAP

MOLAP: Multidimensional array OLAP

ROLAP: Relational OLAP
Type Size Colour Amount
Shirt S Blue 10
Shirt L Blue 25
Shirt ALL Blue 35
Shirt S Red 3
Shirt L Red 7
Shirt ALL Red 10
Shirt ALL ALL 45
… … … …
ALL ALL ALL 1290

54
SQL Extensions

Cube operator
group by on all subsets of a set of attributes
(month,city)
redundant scan and sorting of data can be
avoided
Various other non-standard SQL
extensions by vendors

55
 OLAP: 3 Tier DSS
Data Warehouse OLAP Engine Decision Support Client

Database Layer Application Logic Layer Presentation Layer

Store atomic Generate SQL Obtain multi-

data in industry execution plans in dimensional
standard Data the OLAP engine to reports from the
Warehouse. obtain OLAP DSS Client.
functionality.
56
Strengths of OLAP

It is a powerful visualization

tool
It provides fast, interactive
response times
It is good for analyzing time
series
It can be useful to find
some clusters and outliners
Many vendors offer OLAP
tools
57
Brief History
 Express and System W DSS
 Online Analytical Processing - coined by
EF Codd in 1994 - white paper by
Arbor Software
 Generally synonymous with earlier terms such as Decisions
Support, Business Intelligence, Executive Information
System
 MOLAP: Multidimensional OLAP (Hyperion (Arbor
Essbase), Oracle Express)
 ROLAP: Relational OLAP (Informix MetaCube,
Microstrategy DSS Agent)

58
OLAP and Executive
Information Systems
 Andyne Computing --  Oracle -- Express
Pablo  Pilot -- LightShip
 Arbor Software -- Essbase  Planning Sciences --
 Cognos -- PowerPlay Gentium
 Comshare -- Commander  Platinum Technology --
OLAP ProdeaBeacon, Forest &
 Holistic Systems -- Holos Trees
 Information Advantage --  SAS Institute -- SAS/EIS,
AXSYS, WebOLAP OLAP++
 Informix -- Metacube  Speedware -- Media
 Microstrategies --
DSS/Agent
59
Microsoft OLAP strategy
Plato: OLAP server: powerful, integrating
various operational sources
OLE-DB for OLAP: emerging industry standard
based on MDX --> extension of SQL for OLAP
Pivot-table services: integrate with Office
2000
Every desktop will have OLAP capability.
Client side caching and calculations
Partitioned and virtual cube
Hybrid relational and multidimensional storage
60
Part 3: Data Mining

61
Why Data Mining
 Credit ratings/targeted marketing:
 Given a database of 100,000 names, which persons are the least likely
to default on their credit cards?
 Identify likely responders to sales promotions
 Fraud detection
 Which types of transactions are likely to be fraudulent, given the
demographics and transactional history of a particular customer?
 Customer relationship management:
 Which of my customers are likely to be the most loyal, and which are
most likely to leave for a competitor? :

Data Mining helps extract such

information
62
Data mining

Process of semi-automatically analyzing

large databases to find interesting and
useful patterns
Overlaps with machine learning, statistics,
artificial intelligence and databases but
more scalable in number of features and
instances
more automated to handle heterogeneous
data
63
Some basic operations
Predictive:
Regression
Classification
Descriptive:
Clustering / similarity matching
Association rules and variants
Deviation detection

64
Classification

Given old data about customers and

payments, predict new applicant’s loan
eligibility.
Previous customers Classifier Decision rules
Age Salary > 5 L
Salary Good/
Profession Prof. = Exec bad
Location
Customer type
New applicant’s data
65
Classification methods

Goal: Predict class Ci = f(x1, x2, .. Xn)

Regression: (linear or any other polynomial)
a*x1 + b*x2 + c = Ci.
Nearest neighour
Decision tree classifier: divide decision
space into piecewise constant regions.
Probabilistic/generative models
Neural networks: partition by non-linear
boundaries 66
Decision trees
Tree where internal nodes are simple
decision rules on one or more attributes
and leaf nodes are predicted class labels.
Salary < 1 M

Prof = teacher Age < 30

Good Bad Bad Good

67
Pros and Cons of decision
trees

• Pros • Cons
+ Reasonable training – Cannot handle complicated
time relationship between features
+ Fast application – simple decision boundaries
+ Easy to interpret – problems with lots of missing
+ Easy to implement data
+ Can handle large
number of features

More information:
http://www.stat.wisc.edu/~limt/treeprogs.html

68
Neural network
Set of nodes connected by directed
weighted edges
A more typical NN
Basic NN unit
x1 n
o   (  wi xi )
w1 x1
x2 x2
w2 i 1

x3 w3 1 x3 Output nodes
 ( y) 
1  e y Hidden nodes

69
Pros and Cons of Neural
Network

• Pros • Cons
+ Can learn more complicated – Slow training time
class boundaries – Hard to interpret
+ Fast application – Hard to implement:
+ Can handle large number of trial and error for
features choosing number of
nodes

Conclusion: Use neural nets only if decision trees/NN fail.

70
Bayesian learning

Assume a probability model on generation

of data. p(d | c j ) p(c j )
predicted class : c  max p(c j | d )  max
Apply bayes theorem c
to find cmost likely
j p(d ) j

class as:
n
p(c j )
c  max
cj p(d )
 p(a
i 1
i | cj)

Naïve bayes: Assume attributes conditionally

independent given class value
71
Clustering

Unsupervised learning when old data with class

labels not available e.g. when introducing a new
product.
Group/cluster existing customers based on time
series of payment history such that similar
customers in same cluster.
Key requirement: Need a good measure of
similarity between instances.
Identify micro-markets and develop policies for
each 72
Association rules
T
Milk, cereal
Given set T of groups of items
Tea, milk
Example: set of item sets purchased
Tea, rice, bread
Goal: find all rules on itemsets of
the form a-->b such that
 support of a and b > user threshold s
conditional probability (confidence) of
b given a > user threshold c
Example: Milk --> bread
Purchase of product A --> service B cereal

73
Variants
High confidence may not imply high
correlation
Use correlations. Find expected support
and large departures from that
interesting..
see statistical literature on contingency
tables.
Still too many rules, need to prune...

74
Prevalent  Interesting
1995 Milk and
Analysts already cereal sell
know about prevalent together!
rules
Interesting rules are
those that deviate
1998
from prior Zzzz... Milk and
cereal sell
expectation
together!
Mining’s payoff is in
finding surprising
phenomena
75
What makes a rule
surprising?

Does not match Cannot be trivially

prior expectation derived from
Correlation between simpler rules
milk and cereal Milk 10%, cereal 10%
remains roughly
Milk and cereal 10%
constant over time
… surprising
Eggs 10%
Milk, cereal and eggs
0.1% … surprising!
Expected 1%
76
Application Areas

Industry Application
Finance Credit Card Analysis
Insurance Claims, Fraud Analysis
Telecommunication Call record analysis
Transport Logistics management
Consumer goods promotion analysis
Data Service providers Value added data
Utilities Power usage analysis

77
Data Mining in Use

The US Government uses Data Mining to track

fraud
A Supermarket becomes an information broker
Basketball teams use it to track game strategy
Cross Selling
Target Marketing
Holding on to Good Customers
Weeding out Bad Customers

78
Why Now?

Data is being produced

Data is being warehoused
The computing power is available
The computing power is affordable
The competitive pressures are strong
Commercial products are available

79
Data Mining works with
Warehouse Data
Data Warehousing provides
the Enterprise with a memory

Data Mining provides the

Enterprise with intelligence

80
Mining market

Around 20 to 30 mining tool vendors

Major players:
Clementine,
IBM’s Intelligent Miner,
SGI’s MineSet,
SAS’s Enterprise Miner.
All pretty much the same set of tools
Many embedded products: fraud detection,
electronic commerce applications

81
OLAP Mining integration
OLAP (On Line Analytical Processing)
Fast interactive exploration of multidim.
aggregates.
Heavy reliance on manual operations for
analysis:
Tedious and error-prone on large
multidimensional data
Ideal platform for vertical integration of mining
but needs to be interactive instead of batch.

82
 State of art in mining OLAP
integration
Decision trees [Information discovery, Cognos]
find factors influencing high profits
Clustering [Pilot software]
segment customers to define hierarchy on that
dimension
Time series analysis: [Seagate’s Holos]
Query for various shapes along time: eg. spikes,
outliers etc
Multi-level Associations [Han et al.]
find association between members of dimensions
83
Vertical integration: Mining on
the web
Web log analysis for site design:
what are popular pages,
what links are hard to find.
Electronic stores sales enhancements:
recommendations, advertisement:
Collaborative filtering: Net perception, Wisewire
Inventory control: what was a shopper
looking for and could not find..

84