Data Mining

IS698 Min Song

Introduction
Motivation: Why data mining? What is data mining? Data Mining: On what kind of data? Data mining functionality Are all the patterns interesting? Classification of data mining systems Data Mining Task Primitives

Integration of data mining system with a DB and DW System

Major issues in data mining
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Why Data Mining?

The Explosive Growth of Data

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,

We are drowning in data, but starving for knowledge! Necessity is the mother of inventionData miningAutomated analysis of massive data sets
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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

1990s:

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 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
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Alternative names

Watch out: Is everything data mining?

Why Data Mining?Potential Applications

Data analysis and decision support Market analysis and management

Target marketing, customer relationship management (CRM), market basket analysis, cross selling, market segmentation
Risk analysis and management

Forecasting, customer retention, improved underwriting, quality control, competitive analysis

Fraud detection and detection of unusual patterns (outliers) Other Applications

Text mining (news group, email, documents) and Web mining

Stream data mining Bioinformatics and bio-data analysis
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Ex. 1: Market Analysis and Management

Where does the data come from?Credit card transactions, loyalty cards, discount coupons, customer complaint calls, plus (public) lifestyle studies Target marketing Find clusters of model customers who share the same characteristics: interest, income level, spending habits, etc., Determine customer purchasing patterns over time

Cross-market analysisFind associations/co-relations between product sales, & predict based on such association Customer profilingWhat types of customers buy what products (clustering or classification) Customer requirement analysis Identify the best products for different customers

Predict what factors will attract new customers

Multidimensional summary reports Statistical summary information (data central tendency and variation)
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Provision of summary information

Ex. 2: Corporate Analysis & Risk Management

Finance planning and asset evaluation

cash flow analysis and prediction

contingent claim analysis to evaluate assets cross-sectional and time series analysis (financial-ratio, trend analysis, etc.)

Resource planning summarize and compare the resources and spending monitor competitors and market directions group customers into classes and a class-based pricing procedure set pricing strategy in a highly competitive market
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Competition

Ex. 3: Fraud Detection & Mining Unusual Patterns

Approaches: Clustering & model construction for frauds, outlier analysis

Applications: Health care, retail, credit card service, telecomm.

Auto insurance: ring of collisions Money laundering: suspicious monetary transactions Medical insurance Professional patients, ring of doctors, and ring of references

Unnecessary or correlated screening tests

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

Telecommunications: phone-call fraud

Retail industry

Anti-terrorism
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Knowledge Discovery (KDD) Process

Data miningcore of knowledge discovery process
Task-relevant Data Data Warehouse Selection Pattern Evaluation

Data Mining

Data Cleaning
Data Integration Databases
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KDD Process: Several Key Steps

Learning the application domain relevant prior knowledge and goals of application Creating a target data set: data selection Data cleaning and preprocessing: (may take 60% of effort!) Data reduction and transformation Find useful features, dimensionality/variable reduction, invariant representation summarization, classification, regression, association, clustering

Choosing functions of data mining

Choosing the mining algorithm(s)

Data mining: search for patterns of interest

Pattern evaluation and knowledge presentation visualization, transformation, removing redundant patterns, etc.

Use of discovered knowledge

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Data Mining and 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
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Data Mining: Confluence of Multiple Disciplines

Database Technology

Statistics

Machine Learning
Pattern Recognition

Data Mining

Visualization

Algorithm

Other Disciplines
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Why Not Traditional Data Analysis?

Tremendous amount of data Algorithms must be highly scalable to handle such as tera-bytes of data Micro-array may have tens of thousands of dimensions

High-dimensionality of data 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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Multi-Dimensional View of Data Mining

Data to be mined Relational, data warehouse, transactional, stream, objectoriented/relational, active, spatial, time-series, text, multi-media, heterogeneous, legacy, WWW Characterization, discrimination, association, classification, clustering, trend/deviation, outlier analysis, etc.

Knowledge to be mined

Multiple/integrated functions and mining at multiple levels

Database-oriented, data warehouse (OLAP), machine learning, statistics, visualization, etc. Retail, telecommunication, banking, fraud analysis, bio-data mining, stock market analysis, text mining, Web mining, etc.

Techniques utilized

Applications adapted

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Data Mining: Classification Schemes

General functionality Descriptive data mining Predictive data mining Different views lead to different classifications Data view: Kinds of data to be mined Knowledge view: Kinds of knowledge to be discovered

Method view: Kinds of techniques utilized

Application view: Kinds of applications adapted
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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)

Advanced data sets and advanced applications

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 Functionalities

Multidimensional concept description: Characterization and discrimination Generalize, summarize, and contrast data characteristics, e.g., dry vs. wet regions

Frequent patterns, association, correlation vs. causality

Diaper Beer [0.5%, 75%] (Correlation or causality?)

Construct models (functions) that describe and distinguish classes or concepts for future prediction

Classification and prediction

E.g., classify countries based on (climate), or classify cars based on (gas mileage)
Predict some unknown or missing numerical values
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Data Mining Functionalities (2)

Cluster analysis Class label is unknown: Group data to form new classes, e.g., cluster houses to find distribution patterns Maximizing intra-class similarity & minimizing interclass similarity Outlier analysis Outlier: Data object that does not comply with the general behavior of the data Noise or exception? Useful in fraud detection, rare events analysis Trend and evolution analysis Trend and deviation: e.g., regression analysis Periodicity analysis Similarity-based analysis Other pattern-directed or statistical analyses
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Are All the Discovered Patterns Interesting?

Data mining may generate thousands of patterns: Not all of them are

interesting
Suggested approach: Human-centered, query-based, focused mining A pattern is interesting if it is easily understood by humans, valid on Interestingness measures

new or test data with some degree of certainty, potentially useful,

novel, or validates some hypothesis that a user seeks to confirm Objective vs. subjective interestingness measures Objective: based on statistics and structures of patterns, e.g.,

support, confidence, etc.

Subjective: based on users belief in the data, e.g., unexpectedness, novelty, actionability, etc.

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Find All and Only Interesting Patterns?

Find all the interesting patterns: Completeness

Can a data mining system find all the interesting patterns? Do we need to find all of the interesting patterns?
Heuristic vs. exhaustive search Association vs. classification vs. clustering Can a data mining system find only the interesting patterns? Approaches First general all the patterns and then filter out the uninteresting ones Generate only the interesting patternsmining query optimization
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Search for only interesting patterns: An optimization problem

Why Data Mining Query Language?

Automated vs. query-driven?

Finding all the patterns autonomously in a database?unrealistic because the patterns could be too many but uninteresting
User directs what to be mined

Data mining should be an interactive process

Users must be provided with a set of primitives to be used to communicate with the data mining system
Incorporating these primitives in a data mining query language More flexible user interaction Foundation for design of graphical user interface Standardization of data mining industry and practice

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DMQLA Data Mining Query Language

Motivation A DMQL can provide the ability to support ad-hoc and interactive data mining By providing a standardized language like SQL Hope to achieve a similar effect like that SQL has on relational database Foundation for system development and evolution

Facilitate information exchange, technology transfer, commercialization and wide acceptance

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An Example Query in DMQL

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Integration of Data Mining and Data Warehousing

Data mining systems, DBMS, Data warehouse systems coupling

No coupling, loose-coupling, semi-tight-coupling, tight-coupling

On-line analytical mining data integration of mining and OLAP technologies

Interactive mining multi-level knowledge Necessity of mining knowledge and patterns at different levels of abstraction by drilling/rolling, pivoting, slicing/dicing, etc.

Integration of multiple mining functions Characterized classification, first clustering and then association

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Coupling Data Mining with DB/DW Systems

No couplingflat file processing, not recommended

Loose coupling
Fetching data from DB/DW Provide efficient implement a few data mining primitives in a DB/DW system, e.g., sorting, indexing, aggregation, histogram analysis, multiway join, precomputation of some stat functions Semi-tight couplingenhanced DM performance

Tight couplingA uniform information processing environment

DM is smoothly integrated into a DB/DW system, mining query is optimized based on mining query, indexing, query processing methods, etc.
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Architecture: Typical Data Mining System

Graphical User Interface Pattern Evaluation Data Mining Engine Database or Data Warehouse Server
data cleaning, integration, and selection Knowl edgeBase

Database

Data World-Wide Other Info Repositories Warehouse Web

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Major Issues in Data Mining

Mining methodology Mining different kinds of knowledge from diverse data types, e.g., bio, stream, Web Performance: efficiency, effectiveness, and scalability Pattern evaluation: the interestingness problem Incorporation of background knowledge Handling noise and incomplete data

Parallel, distributed and incremental mining methods

Integration of the discovered knowledge with existing one: knowledge fusion User interaction Data mining query languages and ad-hoc mining

Expression and visualization of data mining results

Interactive mining of knowledge at multiple levels of abstraction

Applications and social impacts Domain-specific data mining & invisible data mining Protection of data security, integrity, and privacy

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What Is Association Rule Mining?

Frequent patterns: patterns (set of items, sequence, etc.) that occur frequently in a database [AIS93] Frequent pattern mining: finding regularities in data
What products were often purchased together? Beer and diapers?! What are the subsequent purchases after buying a car? Can we automatically profile customers?
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Basics
Itemset: a set of items
E.g., acm={a, c, m}

Transaction database TDB

TID
100

Support of itemsets
Sup(acm)=3

Items bought
f, a, c, d, g, I, m, p a, b, c, f, l,m, o b, f, h, j, o b, c, k, s, p a, f, c, e, l, p, m, n

200 Given min_sup=3, 300 acm is a frequent 400 pattern 500 Frequent pattern mining: find all frequent patterns in a database

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Frequent Pattern Mining Methods

Apriori and its variations/improvements Mining frequent-patterns without candidate generation Mining max-patterns and closed itemsets Mining multi-dimensional, multi-level frequent patterns with flexible support constraints Interestingness: correlation and causality
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Apriori: Candidate Generation-and-test

Any subset of a frequent itemset must be also frequent an anti-monotone property
A transaction containing {beer, diaper, nuts} also contains {beer, diaper} {beer, diaper, nuts} is frequent {beer, diaper} must also be frequent

No superset of any infrequent itemset should be generated or tested

Many item combinations can be pruned

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Apriori-based Mining
Generate length (k+1) candidate itemsets from length k frequent itemsets, and Test the candidates against DB

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Apriori Algorithm
A level-wise, candidate-generation-and-test approach (Agrawal & Srikant 1994)
Data base D
TID 10 20 30 40 Items a, c, d b, c, e a, b, c, e b, e

1-candidates
Scan D
Itemset a b c d e Sup 2 3 3 1 3

Freq 1-itemsets
Itemset a b c e Sup 2 3 3 3

2-candidates
Itemset ab ac ae bc be ce

Min_sup=2 3-candidates
Scan D
Itemset bce

Freq 2-itemsets
Itemset ac bc be ce Sup 2 2 3 2

Counting
Itemset ab ac ae bc be ce Sup 1 2 1 2 3 2

Scan D

Freq 3-itemsets
Itemset bce Sup 2

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The Apriori Algorithm

Ck: Candidate itemset of size k Lk : frequent itemset of size k L1 = {frequent items}; for (k = 1; Lk !=; k++) do

return k Lk;

Ck+1 = candidates generated from Lk; for each transaction t in database do increment the count of all candidates in Ck+1 that are contained in t Lk+1 = candidates in Ck+1 with min_support

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Important Details of Apriori

How to generate candidates?
Step 1: self-joining Lk Step 2: pruning

How to count supports of candidates?

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How to Generate Candidates?

Suppose the items in Lk-1 are listed in an order Step 1: self-join Lk-1

Step 2: pruning

INSERT INTO Ck SELECT p.item1, p.item2, , p.itemk-1, q.itemk-1 FROM Lk-1 p, Lk-1 q WHERE p.item1=q.item1, , p.itemk-2=q.itemk-2, p.itemk-1 < q.itemk-1

For each itemset c in Ck do For each (k-1)-subsets s of c do if (s is not in Lk-1) then delete c from Ck
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Example of Candidate-generation
L3={abc, abd, acd, ace, bcd} Self-joining: L3*L3
abcd from abc and abd acde from acd and ace

Pruning:
acde is removed because ade is not in L3

C4={abcd}
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How to Count Supports of Candidates?

Why counting supports of candidates a problem?
The total number of candidates can be very huge One transaction may contain many candidates

Method:
Candidate itemsets are stored in a hash-tree Leaf node of hash-tree contains a list of itemsets and counts Interior node contains a hash table Subset function: finds all the candidates contained in a transaction
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Challenges of Frequent Pattern Mining

Challenges
Multiple scans of transaction database Huge number of candidates Tedious workload of support counting for candidates

Improving Apriori: general ideas

Reduce number of transaction database scans Shrink number of candidates Facilitate support counting of candidates

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Summary
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. Data mining systems and architectures Major issues in data mining
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A Brief History of Data Mining Society

1989 IJCAI Workshop on Knowledge Discovery in Databases

Knowledge Discovery in Databases (G. Piatetsky-Shapiro and W. Frawley, 1991)

Advances in Knowledge Discovery and Data Mining (U. Fayyad, G. Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy, 1996)

1991-1994 Workshops on Knowledge Discovery in Databases

1995-1998 International Conferences on Knowledge Discovery in Databases and Data Mining (KDD95-98) Journal of Data Mining and Knowledge Discovery (1997) ACM SIGKDD conferences since 1998 and SIGKDD Explorations

More conferences on data mining

PAKDD (1997), PKDD (1997), SIAM-Data Mining (2001), (IEEE) ICDM (2001), etc.
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ACM Transactions on KDD starting in 2007

Conferences and Journals on Data Mining

KDD Conferences ACM SIGKDD Int. Conf. on Knowledge Discovery in Databases and Data Mining (KDD) SIAM Data Mining Conf. (SDM) (IEEE) Int. Conf. on Data Mining (ICDM) Conf. on Principles and practices of Knowledge Discovery and Data Mining (PKDD) Pacific-Asia Conf. on Knowledge Discovery and Data Mining (PAKDD) Other related conferences ACM SIGMOD VLDB (IEEE) ICDE WWW, SIGIR ICML, CVPR, NIPS

Journals

Data Mining and Knowledge Discovery (DAMI or DMKD)

IEEE Trans. On Knowledge and Data Eng. (TKDE) KDD Explorations

ACM Trans. on KDD

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Where to Find References? DBLP, CiteSeer, Google

Data mining and KDD (SIGKDD: CDROM) Conferences: ACM-SIGKDD, IEEE-ICDM, SIAM-DM, PKDD, PAKDD, etc. Journal: Data Mining and Knowledge Discovery, KDD Explorations, ACM TKDD Database systems (SIGMOD: ACM SIGMOD AnthologyCD ROM) Conferences: ACM-SIGMOD, ACM-PODS, VLDB, IEEE-ICDE, EDBT, ICDT, DASFAA Journals: IEEE-TKDE, ACM-TODS/TOIS, JIIS, J. ACM, VLDB J., Info. Sys., etc. AI & Machine Learning Conferences: Machine learning (ML), AAAI, IJCAI, COLT (Learning Theory), CVPR, NIPS, etc. Journals: Machine Learning, Artificial Intelligence, Knowledge and Information Systems, IEEE-PAMI, etc. Web and IR Conferences: SIGIR, WWW, CIKM, etc. Journals: WWW: Internet and Web Information Systems, Statistics Conferences: Joint Stat. Meeting, etc. Journals: Annals of statistics, etc. Visualization Conference proceedings: CHI, ACM-SIGGraph, etc. Journals: IEEE Trans. visualization and computer graphics, etc. 44

Recommended Reference Books

S. Chakrabarti. Mining the Web: Statistical Analysis of Hypertex and Semi-Structured Data. Morgan Kaufmann, 2002 R. O. Duda, P. E. Hart, and D. G. Stork, Pattern Classification, 2ed., Wiley-Interscience, 2000 T. Dasu and T. Johnson. Exploratory Data Mining and Data Cleaning. John Wiley & Sons, 2003 U. M. Fayyad, G. Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy. Advances in Knowledge Discovery and Data Mining. AAAI/MIT Press, 1996 U. Fayyad, G. Grinstein, and A. Wierse, Information Visualization in Data Mining and Knowledge Discovery, Morgan Kaufmann, 2001 J. Han and M. Kamber. Data Mining: Concepts and Techniques. Morgan Kaufmann, 2nd ed., 2006 D. J. Hand, H. Mannila, and P. Smyth, Principles of Data Mining, MIT Press, 2001 T. Hastie, R. Tibshirani, and J. Friedman, The Elements of Statistical Learning: Data Mining, Inference, and Prediction, Springer-Verlag, 2001

T. M. Mitchell, Machine Learning, McGraw Hill, 1997

G. Piatetsky-Shapiro and W. J. Frawley. Knowledge Discovery in Databases. AAAI/MIT Press, 1991 P.-N. Tan, M. Steinbach and V. Kumar, Introduction to Data Mining, Wiley, 2005 S. M. Weiss and N. Indurkhya, Predictive Data Mining, Morgan Kaufmann, 1998 I. H. Witten and E. Frank, Data Mining: Practical Machine Learning Tools and Techniques 45 with Java Implementations, Morgan Kaufmann, 2nd ed. 2005