INTRODUCTION TO DATA SCIENCE

(Unit-1)

Directorate of Online Education,SRMIST-2022

 Objective
 On completion of this session all learners will be able

 to define and explain the term Data Science

 To understand Why Data Science is needed

 Learn Applications-Challenges -Tools-Components

 Learn Data-Quality-Nature-Categorization

 Learn Data handling- Types – Process-Job Roles

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 Introduction to Data Science

 The term Data Science has emerged because of the evolution

of mathematical statistics, data analysis, and big data.

 Data Science is the area of study which involves extracting

insights from vast amounts of data using various scientific

methods, algorithms, and processes.

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 Introduction to Data Science

 Data Science helps you to discover hidden patterns from the

raw data.

 Data Science is an interdisciplinary field that allows you to

extract knowledge from structured or unstructured data.

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 Introduction to Data Science

 Theories and techniques from many fields and disciplines are

used to investigate and analyze a large amount of data to help

decision makers in many industries such as science,

engineering, economics, politics, finance, and education

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 Introduction to Data Science

 Computer Science

 Pattern recognition

 Visualization

 Data warehousing, High performance computing, DB, AI

 Mathematics

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 Introduction to Data Science

 Statistics

 Statistical modeling

 Stochastic modeling

 Probability

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 Introduction to Data Science

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 Introduction to Data Science

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 WHY DATA SCIENCE ?

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 Why Data Science? - Merits

 Data is the oil for today’s world

 With the right tools, technologies, algorithms, we can use data

and convert it into a distinct business advantage

 Data Science can help you to detect fraud using advanced

machine learning algorithms

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 Why Data Science? - Merits

 It helps you to prevent any significant monetary losses

 Allows to build intelligence ability in machines

 You can perform sentiment analysis to gauge customer brand

loyalty

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 Why Data Science? - Merits

 It enables you to take better and faster decisions

 It helps you to recommend the right product to the right

customer to enhance your business

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 Data Science
 Lots of data is being collected and warehoused

 Scientific Experiments

 Internet of Things

 Web data

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 Data Science

 e-commerce

 Financial transactions, bank/credit transactions

 Online trading and purchasing

 Social Network

 …many more!

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 Data Science
 Big Data are data sets so large or so complex that traditional

methods of storing, accessing, and analyzing their breakdown

are too expensive

 However, there is a lot of potential value hidden in this data

 so organizations are eager to harness it to drive innovation and

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competitive advantage 16 Directorate of Online Education,SRMIST-2022
 Big Data
 Big Data technologies and approaches are used to drive value

out of data rich environments in ways that traditional analytics

tools and methods cannot

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 Big Data

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 APPLICATIONS OF
DATA SCIENCE

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 Applications of Data Science

 Searching in the Internet

 Online price comparison

 Gaming industries

 Image/Speech Recognition

 Recommendation System

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 Searching in the Internet

 Uses Data Science to search for a specific result within a

fraction of a second

 Search Engines - Google, Yahoo, Bing, Ask, AOL, etc.,

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 Online price comparison

 Websites like PriceRunner, Junglee, Shopzilla uses Data Science

mechanism.

 Data is fetched from relevant websites using APIs

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 Gaming industries

 Games are now designed using machine learning algorithms

that improve/upgrade themselves as the player moves up to a

higher level

 In motion gaming also, your opponent (computer) analyzes

your previous moves and accordingly shapes up its game

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 Image / Speech Recognition

 Speech recognizes systems like Siri, Google Assistant, and Alexa

run on the Data science technique

 Facebook recognizes your friend when you upload a photo

with them, with the help of Data Science

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 Recommendation System

 Friend’s suggestion in Facebook

 Video suggestions in YouTube, Instagram

 Suggestions from Amazon, Flipkart etc.,

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 Applications of Data Science

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 CHALLENGES OF DATA
SCIENCE

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 Challenges of Data Science

 A high variety of information & data is required for accurate

analysis

 Not adequate data science talent pool available

 Management does not provide financial support for a data

science team

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 Challenges of Data Science

 Unavailability of/difficult access to data

 Business decision-makers do not effectively use data Science

results

 Explaining data science to others is difficult

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 Challenges of Data Science

 Privacy issues

 If an organization is very small, it can’t have a Data Science

team

 Lack of significant domain expert

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 TOOLS FOR DATA
SCIENCE

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 Tools for Data Science

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 Tools for Data Science
● Data Analysis
○ R
○ Spark
○ Python
○ SAS

● Data Warehousing
○ Hadoop
○ SQL
○ Hive

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 Tools for Data Science
● Data Visualization
○ R
○ Tableau
○ Raw

● Machine Learning
○ Spark
○ Azure ML studio
○ Mahout

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 COMPONENTS OF DATA
SCIENCE

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 Components of Data Science

 Statistics

 Visualization

 Machine Learning

 Deep Learning

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 Deep Learning:

 Deep Learning method is new machine learning research

where the algorithm selects the analysis model to follow.

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 Deep Learning:

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 Machine Learning vs Data
Science
 Deep Learning method is new machine learning research

where the algorithm selects the analysis model to follow.

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 Final thoughts

 Big Data has given rise to Data Science

 Data science is rooted in solid foundations of mathematics and

statistics, computer science, and domain knowledge

 Not every thing with data or science is Data Science!

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 DATA

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Data
• A collection of information in the form of numerical figures is called
DATA
• Example
• Marks of 5 students 88, 98, 56, 76, 74

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Raw Data
• When information is collected and presented randomly then it is
called 'raw data'

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Range
• It is the difference between the highest and lowest values in the data
collection

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Representation of data
• For easy understanding and meaningful comparison the ‘raw data’
will be represented in
• ‘tabular form’ or
• ‘pictorial form’ or
• ‘graphical form’ and
• in many other forms

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Pictorial form

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Pictorial form
• A cricketer scores the following runs in 10 matches

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 QUALITY OF DATA

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Quality of Data
• The value of almost anything and everything is directly proportional
to its level of quality and higher quality is equal to higher value.

• The general areas of data quality include:

• Accuracy
• Completeness
• Update status
• Relevance
• Consistency (across sources)
• Reliability
• Appropriateness
• Accessibility
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Data quality
• The quality of data can be affected by the way it is entered, stored,
and managed and the process of addressing data quality
• requires a routine and regular review and evaluation of the data, and
• performing on going processes termed profiling and scrubbing
• “Data profiling is the process of examining the data available in an
existing data source (e.g. a database or a file) and collecting statistics
and information about that data”
• “Data scrubbing is the process of detecting and
correcting (or removing) corrupt or inaccurate
records from a record set, table, or database.”
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Types of Data

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 NATURE OF DATA

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Nature of Data -Two Types of Data
• Quantitative Data – values that answer questions about the quantity
or amount (with units) of what is being measured.
• Examples: income ($), height (inches), weight (pounds)
• Categorical Data – (qualitative data) can be separated into different
categories that are often distinguished by some nonnumeric
characteristic
• Examples: sex, race, ethnicity, zip codes
• Note: zip codes as categorical data? I thought they were numbers…

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Categorical vs. Quantitative - You
Decide!
• Length of a song
• Responses in an opinion poll
• Telephone Number
• Income of college graduates
• The genders (male/female) of college graduates

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Levels of Measurement
• Nominal – characterized by data that consist of names, labels, or
categories only
• The data cannot be arranged in an ordering scheme (such as high to
low)
• Example: survey responses of yes, no, and undecided

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Levels of Measurement
• Ordinal – can be arranged in some order, but the differences between
the data values either cannot be determined or are meaningless
Example:
• grade letters (A, B, C, D, F);
• movie ratings (1, 2, 3, 4, 5) – while you can find the difference
between the ratings, it is meaningless.
• The difference of 1 or 2 is meaningless, because it cannot be
compared to other similar differences.

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Levels of Measurement (continued)
• Interval – similar to the ordinal level, but the difference between any
two data values is meaningful.
• However, there is no natural zero starting point (where none of the
quantity is present).
• Example: temperatures (while 0° F seems like a good starting point, it
isn't necessarily)
• Ratio –similar to the interval, but has a natural zero starting point
(where zero indicates none of the quantity is present) • Differences
and ratios are meaningful
• Example: weights of adult humans, prices of jeans
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Levels of Measurement – YOU
DECIDE!
• Body temperature in degrees Fahrenheit of a swimmer
• Collection of phone numbers
• Heart rate (beats per minute) of an athlete.

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 CATEGORIZATION OF
DATA

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Categorization of Data
• The process of categorization helps us to gain an understanding of the
data source.
• Industry commonly categorizes big data this way–into the two groups
(structured and unstructured)
• but the categorizing doesn't stop there.

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Structured Data vs Unstructured
Data
• Structured data includes subcategories such as
1. created,
2. provoked,
3. transactional,
4. compiled, and
5. experimental,
• while unstructured data includes subcategories such as
1. captured
2. submitted

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1. Created data
• This is the data being created for a purpose;
• such as focus group surveys or asking website users to establish an
account on the site (rather than allowing anonymous access).

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2. Provoked data
• This is described as data received after some form of provoking,
• perhaps such as providing someone with the opportunity to express
the individual's personal view on a topic,
• such as customers filling out product review forms.

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3. Transactional data
• This is data that is described as database transactions,
• for example, the record of a sales transaction.

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4. Compiled data
• This data described as information collected (or compiled) on a
particular topic such as credit scores.

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5. Experimental data
• when someone experiments with data and/or sources of data to
explore potential new insights.
• For example, combining or relating sales transactions to marketing
and
• promotional information to determine a (potential) correlation.

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 Unstructured Data
1. Captured data

• This is the data created passively due to a person's behavior

• like when you enter a search term on Google - perhaps the creepiest
data of all!

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2. User-generated data
• This is the data generated every second by individuals, such as from
Twitter, Facebook, YouTube, and so on
• compared to captured data, this is data you willingly create or put out
there.

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Final words on Data
• To sum up, big data comes with no common or expected format
• and the time required to impose a structure on the data has proven
to be no longer worth it

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 DATA HANDLING

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 Data Handling

 Data handling refers to the process of gathering, recording and

presenting information in a way that is helpful to others - for

instance, in graphs or charts

 Data handling is also sometimes known as statistics and you

will often come across it in the study of both Maths and

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 This includes

 Collecting data using a planned methodology.

 Recording data with precision and accuracy.

 Analysing data to draw conclusions.

 Sharing data in a way which is useful to others.

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 Examples of Data Handling

 Taking stock of the remaining items in an inventory.

 Creating a tally chart of what colour eyes class-mates have.

 Drawing a pie chart to show how many boys and girls there are

in a class.

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 Examples of Data Handling

 Making a bar chart to show different people’s favourite

colours.

 Finding the mean, mode and median of a data set.

 The National Census

 Voter Polls

 Online
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 Types of Data Handling

 Bar Graph (Vertical and Horizontal)

 Pictograph

 Line Graph

 Pie Chart

 Scatter Plot

 Box
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 Types of Data Handling

 Bar Graph (Vertical and Horizontal)

 Pictograph

 Line Graph

 Pie Chart

 Scatter Plot

 Box
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 DATA SCIENCE
PROCESS

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Data Science Process

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Discovery
• Involves acquiring data from all the identified internal & external
sources
• This helps you answer the business question

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Preparation
• Data can have many inconsistencies like
• missing values
• blank columns
• an incorrect data format, which needs to be cleaned
• You need to process, explore, and condition data before modelling
• Cleaner your data, the better are your predictions

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Model Planning
• In this stage, you need to determine the method and technique to
draw the relation between input variables
• Planning for a model is performed by using different statistical
formulas and visualization tools
• SQL analysis services, R, and SAS/access are some of the tools used
for this purpose

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Model Building
• In this step, the actual model building process starts
• Here, Data scientist distributes datasets for training and testing
• Techniques like association, classification, and clustering are applied
to the training data set
• The model, once prepared, is tested against the “testing” dataset

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Operationalize
• You deliver the final baselined model with reports, code, and
technical documents in this stage
• Model is deployed into a real-time production environment after
thorough testing

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Communicate Results
• In this stage, the key findings are communicated to all stakeholders
• This helps you decide if the project results are a success or a failure
based on the inputs from the model.

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 JOB Roles

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 Job Roles – Data Science

• Data Scientist • Data Architect

• Data Engineer • Data Admin

• Data Analyst • Business Analyst

• Statistician • Data/Analytics Manager

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 Break
For
Questions

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 Summary
 In this session we have learnt and understood the challenges of

Data Science

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 Thank you

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