Based on slides from Han J., et. al.

2013

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Chapter 1. Introduction
 Why Data Mining?

 What Is Data Mining?

 A Multi-Dimensional View of Data Mining

 What Kinds of Data Can Be Mined?

 What Kinds of Patterns Can Be Mined?

 What Kinds of Technologies Are Used?

 What Kinds of Applications Are Targeted?

 Major Issues in Data Mining

 A Brief History of Data Mining and Data Mining Society

 Summary
2
 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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Chapter 1. Introduction
 Why Data Mining?

 What Is Data Mining?

 A Multi-Dimensional View of Data Mining

 What Kinds of Data Can Be Mined?

 What Kinds of Patterns Can Be Mined?

 What Kinds of Technologies Are Used?

 What Kinds of Applications Are Targeted?

 Major Issues in Data Mining

 A Brief History of Data Mining and Data Mining Society

 Summary
4
 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?
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 warehousing
Pattern Evaluation
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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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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Which View Do You Prefer?
Which view do you prefer?
KDD vs. ML/Stat. vs. Business Intelligence
Depending on the data, applications, and your focus
Data Mining vs. Data Exploration
Business intelligence view
 Warehouse, data cube, reporting but not much mining
Business objects vs. data mining tools
Supply chain example: mining vs. OLAP vs. presentation
tools
Data presentation vs. data exploration

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Chapter 1. Introduction
 Why Data Mining?

 What Is Data Mining?

 A Multi-Dimensional View of Data Mining

 What Kinds of Data Can Be Mined?

 What Kinds of Patterns Can Be Mined?

 What Kinds of Technologies Are Used?

 What Kinds of Applications Are Targeted?

 Major Issues in Data Mining

 A Brief History of Data Mining and Data Mining Society

 Summary
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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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Chapter 1. Introduction
 Why Data Mining?

 What Is Data Mining?

 A Multi-Dimensional View of Data Mining

 What Kinds of Data Can Be Mined?

 What Kinds of Patterns Can Be Mined?

 What Kinds of Technologies Are Used?

 What Kinds of Applications Are Targeted?

 Major Issues in Data Mining

 A Brief History of Data Mining and Data Mining Society

 Summary
13
Data Mining: On What Kinds of Data?

 Database-oriented data sets and applications

 Relational database, data warehouse, transactional database

 Object-relational databases, Heterogeneous databases and legacy databases

 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 information networks

 Spatial data and spatiotemporal data

 Multimedia database

 Text databases

 The World-Wide Web

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Chapter 1. Introduction
 Why Data Mining?

 What Is Data Mining?

 A Multi-Dimensional View of Data Mining

 What Kinds of Data Can Be Mined?

 What Kinds of Patterns Can Be Mined?

 What Kinds of Technologies Are Used?

 What Kinds of Applications Are Targeted?

 Major Issues in Data Mining

 A Brief History of Data Mining and Data Mining Society

 Summary
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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, …

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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”
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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Chapter 1. Introduction
 Why Data Mining?

 What Is Data Mining?

 A Multi-Dimensional View of Data Mining

 What Kinds of Data Can Be Mined?

 What Kinds of Patterns Can Be Mined?

 What Kinds of Technologies Are Used?

 What Kinds of Applications Are Targeted?

 Major Issues in Data Mining

 A Brief History of Data Mining and Data Mining Society

 Summary
26
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 scalable to handle big 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 and information networks
Spatial, spatiotemporal, multimedia, text and Web data
Software programs, scientific simulations
New and sophisticated applications

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Chapter 1. Introduction
 Why Data Mining?

 What Is Data Mining?

 A Multi-Dimensional View of Data Mining

 What Kinds of Data Can Be Mined?

 What Kinds of Patterns Can Be Mined?

 What Kinds of Technologies Are Used?

 What Kinds of Applications Are Targeted?

 Major Issues in Data Mining

 A Brief History of Data Mining and Data Mining Society

 Summary
29
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
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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Summary
 Data mining: Discovering interesting patterns and knowledge from massive
amount of data
 A natural evolution of science and information 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, trend and outlier analysis, etc.
 Data mining technologies and applications
 Major issues in 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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