Introduction to Data

Mining

Instructor: Melkamu A.
Date: 15/11/2022
 What is Data Mining?
 Extracting and ‘Mining’ knowledge from large amounts of
data.
(Or)
 Non-trivial extraction of implicit, previously unknown and
potentially useful information from data.
(or)
 Exploration & analysis, by automatic or semi-automatic means,
of large quantities of data in order to discover meaningful
patterns.

 “Gold Mining from rock or sand” is same as “Knowledge mining

from data”

 Other terms for Data Mining:

o Knowledge Mining
o Knowledge Extraction
o Pattern Analysis
o Data Archaeology

 Data Mining is not same as KDD (Knowledge Discovery from

Data)
 Data Mining is a step in KDD
Why Mine Data? Commercial
Viewpoint
Why Mine Data? Scientific Viewpoint
 What motivated data mining?
Why it is important?
 There is often information “hidden” in the data that is
not readily evident.
 Human analysts may take weeks to discover useful
information.
 Much of the data is never analyzed at all

• Huge Volume of data

• Major Sources of Abundant data: - Business – Web, E-commerce,
Transactions, Stocks - Science – Remote Sensing, Bio
informatics, Scientific Simulation - Society and Everyone – News,
Digital Cameras, You Tube
• Need for turning data into knowledge – Drowning in data, but
starving for knowledge
• Applications that use data mining: - Market Analysis - Fraud
Detection - Customer Retention - Production Control - Scientific
Exploration
• Data rich and information poor situation
What is (not) Data
Mining?
Related Terminologies

Statistics/ Machine Learning/

AI Pattern
Recognition

Data Mining

Database
systems
Warehouse (OLAP)
Online analytical process

Data Warehouse:-Data spread in several databases –

physically located at numerous sites Data warehouse –
repository of multiple DBs in single schema; resides at single
site.

 Mostly reads
 Queries are long and complex
 Gb - Tb of data
 History
 Lots of scans
 Summarized, reconciled data
 Hundreds of users (e.g.,
decision-makers, analysts)
Machine Learning
 Machine learning is a field of artificial intelligence that uses
statistical techniques to give computer systems the ability to
"learn"

 Machine learning explores the study and construction of

algorithms that can learn from and make predictions on data.

 Machine learning is closely related to (and often overlaps

with) computational statistics, which also focuses on
prediction-making through the use of computers.
Machine Learning
Definition
“Machine Learning is the science of
getting computers to learn and act
like humans do, and improve their
learning over time in autonomous
fashion, by feeding them data and
information in the form of
observations and real-world
interactions.”
Relation Statistics
 Statistics – “Learning from Data” or “Turning data into
information”.
 Data – Crude Information – Does not makes sense – What
we capture & store
 e.g. customer data, store data, demographical data,
geographical data
 Information – relates items of data – relevant to the
decision problem
 e.g. X lives in Z; S is Y years old; X and S moved; W has
money
in Z
 Facts – Information becomes facts when data can support
it
 Knowledge – What we know or infer – relates items of
information
 e.g. a quantity Q of product A is used in region Z;
Data Mining – Confluence of
Multiple Disciplines
 Databases
 Data Warehousing
 Statistics
 Machine Learning
 Information Retrieval
 Image and Signal Processing
 Pattern Recognition
 Neural Networks
 Data Visualization
 Spatial / Temporal Data Analysis
Data Mining – On What Kinds of
Data?

 Database-oriented data sets and applications

o Relational database, data warehouse, transactional
database
 Advanced data sets and advanced applications
o Data streams and sensor data
o Time-series data, temporal data, sequence data (incl.
bio-sequences)
o Structure data, graphs, social networks and multi-
linked data
 Object-relational databases
o Heterogeneous databases and legacy databases
o Spatial data and spatiotemporal data
o Multimedia database o Text databases
o The World-Wide Web
Data Mining Tasks

 Prediction Methods
Use some variables to predict unknown
or future values of other variables.

 Description Methods
Find human-interpretable patterns that
describe the data.
Data Mining Tasks
Classification [Predictive]
Clustering [Descriptive]
Association Rule Discovery
[Descriptive]
Sequential Pattern Discovery
[Descriptive]
Regression [Predictive]
Deviation Detection [Predictive]
Data Mining Goals
 Data mining uncovers this in-
depth business intelligence by
using advanced analytical and
modelling techniques.

 With data mining, you can ask

far more sophisticated questions
of your data than you can with
conventional querying methods.
Data Mining Goals

Data mining is simply the acquisition

of information that is already present
in your CRM (Customer Relationship M
anagement System)
that is intended to be utilized for
marketing, customer service, customer
informative services and similar
applications.
 Data Mining Goals
Data mining tools ease and automate the process of
discovering this kind of information from large stores of data
Data mining can identify patterns in company data,
for example, in records of supermarket purchases.
If, for example, customers buy product A and product B,
which product C are they most likely to buy as well?
Accurate answers to questions like these are invaluable
aids to marketing strategies.
Data mining can identify the characteristics of a known
group of customers, for example, those who have a proven
record as poor credit risks.
 DBMS
 Relational Databases:
 Consists of Database (inter related data) and set of software
programs to
manage and access data.
 Collection of tables
 Each table has a set of attributes (columns / fields) and large set
of tuples
(records or rows) .

 Transactional Databases:
 Consists of a file with records where each record is a transaction.
 Each transaction has a unique transaction ID and list of items that
make
up transactions.

 Object-Relational Databases:
 Temporal Databases, Sequence Databases and Time-
Series Databases
 Spatial Databases and Spatiotemporal Databases:
Stages of Data Mining Process

TRUE or FALSE?
KDD Process

TRUE or FALSE?
Brief explanation of data
mining stages

Data Cleaning – Remove noisy and inconsistent

Data Integration – Multiple data sources combined
Data Selection – Data relevant to analysis retrieved
Data Transformation – Transform into form suitable
Data Mining (Summarized / Aggregated) Data Mining
– Extract data patterns using intelligent methods
Pattern Evaluation – Identify interesting patterns
Knowledge Presentation – Visualization / Knowledge
Representation – Presenting mined knowledge to
the user
 Data Mining
Techniques
There are several major data mining
techniques have been developing
and using in data mining projects
recently including
 association,
 classification,
 clustering,
 prediction,
 sequential patterns and
 decision tree.
Data Mining
Techniques(Association)
 Association is one of the best-known data mining
technique. In association, a pattern is discovered based on
a relationship between items in the same transaction.

 That’s is the reason why association technique is also

known as relation technique. The association technique is
used in market basket analysis to identify a set of products
that customers frequently purchase together.

 Retailers are using association technique to research

customer’s buying habits. Based on historical sale data,
retailers might find out that customers always buy crisps
when they buy beers, and, therefore, they can put beers
and crisps next to each other to save time for the customer
and increase sales.
Classification
 Classification is a classic data mining technique
based on machine learning. Basically, classification
is used to classify each item in a set of data into
one of a predefined set of classes or groups.

 Classification method makes use of mathematical

techniques such as decision trees, linear
programming, neural network, and statistics.

 In classification, we develop the software that can

learn how to classify the data items into groups.
For example, we can apply classification in the
application that “given all records of
employees who left the company, predict who
will probably leave the company in a future
period.”
  Clustering is a data mining technique that
makes a meaningful or useful cluster of
Clustering
objects which have similar characteristics
using the automatic technique.

 The clustering technique defines the classes

and puts objects in each class, while in the
classification techniques, objects are
assigned into predefined classes.

 To make the concept clearer, we can take

book management in the library as an
example. In a library, there is a wide range
of books on various topics available.
 The challenge is how to keep those books in
a way that readers can take several books
on a particular topic without hassle.
 By using the clustering technique, we can
keep books that have some kinds of
similarities in one cluster or one shelf and
label it with a meaningful name. If readers
want to grab books in that topic, they would
only have to go to that shelf instead of
looking for the entire library.
Prediction

 The prediction, as its name implied, is one

of a data mining techniques that discovers
the relationship between independent
variables and relationship between
dependent and independent variables.

 For instance, the prediction analysis

technique can be used in the sale to
predict profit for the future if we consider
the sale is an independent variable, profit
could be a dependent variable.

 Then based on the historical sale and

Sequential Patterns

 Sequential patterns analysis is one of data

mining technique that seeks to discover or
identify similar patterns, regular events or
trends in transaction data over a business
period.

 In sales, with historical transaction data,

businesses can identify a set of items that
customers buy together different times in a
year.

 Then businesses can use this information to

recommend customers buy it with better
deals based on their purchasing frequency
Decision trees
The A decision tree is one of the most commonly used data
mining techniques because its model is easy to understand
for users.

In decision tree technique, the root of the decision tree is a

simple question or condition that has multiple answers.

Each answer then leads to a set of questions or conditions

that help us determine the data so that we can make the
final decision based on it.

For example, We use the following decision tree to

determine whether or not to play tennis:
Knowledge Representation

Knowledge representation is the

presentation of knowledge to the user for
visualization in terms of trees, tables, rules
graphs, charts, matrices, etc.
For Example: Histograms
Histograms

•Histogram provides the representation of a distribution of

values of a single attribute.
•It consists of a set of rectangles, that reflects the counts
or frequencies of the classes present in the given data.
Example: Histogram of an electricity bill generated for 4
months, as shown in diagram given below.
Data Visualization

It deals with the representation of

data in a graphical or pictorial
format.

Patterns in the data are marked

easily by using the data visualization
technique.
Pixel- oriented visualization technique
In pixel based visualization techniques,
there are separate sub-windows for the
value of each attribute and it is
represented by one colored pixel.
Pixel- oriented visualization technique

•The color mapping of the

pixel is decided on the basis
of data characteristics and
visualization tasks.
Geometric projection visualization technique

i. Scatter-plot matrices
It consists of scatter plots of all possible pairs of variables in a
dataset.

ii. Hyper slice

It is an extension to scatter-plot matrices. They represent multi-
dimensional
function as a matrix of orthogonal two dimensional slices.

iii. Parallel co-ordinates T he parallel vertical lines which are

separated defines the axes.
A point in the Cartesian coordinates corresponds to a polyline in
parallel coordinates.
3. Icon-based visualization techniques
Icon-based visualization techniques are also known as iconic
display techniques.
Each multidimensional data item is mapped to an icon.
This technique allows visualization of large amount of data.
The most commonly used technique is Chernoff faces.
Chernoff faces

For example: The face width, the length of the mouth and the
length of nose, etc. as shown in the following diagram.
Visualization techniques

Hierarchical visualization techniques

 Hierarchical visualization
techniques are used for
partitioning of all dimensions in to
subset.
 These subsets are visualized in
hierarchical manner.
Some of the visualization techniques are:

i. Dimensional stacking In dimension stacking,

n-dimensional attribute space is partitioned in
2-dimensional subspaces.
Attribute values are partitioned into various
classes.
Each element is two dimensional space in the form
of xy plot.
Helps to mark the important attributes and are
used on the outer level.
ii. Mosaic plotMosaic plot gives the graphical
representation of successive decompositions.
Rectangles are used to represent the count of
categorical data and at every stage, rectangles are
Tree maps visualization

 Techniques are well suited for displaying large

amount of hierarchical structured data.
 The visualization space is divided into the multiple
rectangles that are ordered, according to a
quantitative variable.
 The levels in the hierarchy are seen as rectangles
containing the other rectangle.
 Each set of rectangles on the same level in the
hierarchy represents a category, a column or an
expression in a data set.
 Visualization complex data and relations
 This technique is used to visualize non-numeric
data.

For example: text, pictures, blog entries and product

reviews.
Expert systems

Rely on domain experts for decision making - using their knowledge

intuition o Time consuming, costly, error prone, biased
 So the solution is to use Data Mining tools
– performs data analysis,
- finds data patterns
Architecture of Typical Data
Mining Systems
Architecture of a typical Data Mining
System – Major Components:
Knowledge Base:
 Domain knowledge is used to guide search – used to
evaluate
interestingness of patterns.
 Includes concept hierarchies, user benefits, thresholds,
metadata Database / Data warehouse Server:
 Responsible for fetching relevant data based on data
mining request.
Data Mining Engine:
 Consists of modules for characterization, association, correlation
analysis, classification, cluster analysis, prediction, outlier
analysis and evolution analysis.
Pattern Evaluation Module:
 Interacts with data mining modules. Focuses the search
towards interesting patterns.
 Pattern evaluation module may be integrated with mining
module to confine the search.
User Interface:
 Communicates between users and data mining system
 Specifies data mining query – to focus search
Major Issues in Data Mining:
 Mining Methodology Issues:
o Mining different kinds of knowledge in databases.
o Incorporation of background knowledge
o Handling noisy or incomplete data
o Pattern Evaluation – Interestingness Problem
 User Interaction Issues:
o Interactive mining of knowledge at multiple levels of
abstraction
o Data mining query languages and ad-hoc data mining.
o Presentation and visualization of data mining results.
 Performance Issues:
o Efficiency and Scalability of Data Mining Algorithms.
o Parallel, distributed and incremental mining algorithms.
 Issues related to diversity of data types:
o Handling of relational and complex types of data.
o Mining information from heterogeneous databases and
global I nformation systems.
Review Questions

1. What motivated Data Mining? Why is it

important?
2. What is Data Mining?
3. Explain the steps in the Knowledge Discovery
Process.
4. Detail on the Architecture of Data Mining
Systems with a suitable diagram.
5. Explain about various Data Mining functionalities
6. Discuss about the major issues in data mining.