Data Mining:
Concepts and
Techniques
(3rd ed.)
— Chapter 1 —
Jiawei Han, Micheline Kamber, and Jian Pei
University of Illinois at Urbana-Champaign &
Simon Fraser University
©2011 Han, Kamber & Pei. All rights reserved.
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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
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.
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. Data mining is a major new
challenge!
Jim Gray and Alex Szalay, The World Wide Telescope: An Archetype for Online
Science, Comm. ACM, 45(11): 50-54, Nov. 2002 4
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.)
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
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 Selection
Warehouse
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
Decisio
n
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 Processin
g
Data integration Pattern discovery Pattern evaluation
Normalization Association & Pattern selection
correlation
Feature selection Classification Pattern
interpretation
Dimension reduction Clustering
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
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?
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
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, … 17
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
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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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
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
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
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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