Data Mining
Course Overview
About the course
Administrivia
Instructor:
George Kollios, gkollios@[Link]
MCS 288, Mon 2:30-4:00PM and Tue [Link]M
Home Page:
[Link]
Check frequently! Syllabus, schedule,
assignments, announcements
Grading
Programming projects (3) 35%
Homework set (3): 15%
Midterm 20%
Final 30%
Data Mining Overview
Data warehouses and OLAP (On Line Analytical
Processing.)
Association Rules Mining
Clustering: Hierarchical and Partition approaches
Classification: Decision Trees and Bayesian
classifiers
Sequential Pattern Mining
Advanced topics: graph mining, privacy preserving
data mining, outlier detection, spatial data mining
What is Data Mining?
Data Mining is:
(1) The efficient discovery of previously unknown,
valid, potentially useful, understandable patterns in
large datasets
(2) The analysis of (often large) observational data
sets to find unsuspected relationships and to
summarize the data in novel ways that are both
understandable and useful to the data owner
Overview of terms
Data: a set of facts (items) D, usually
stored in a database
Pattern: an expression E in a language L,
that describes a subset of facts
Attribute: a field in an item i in D.
Interestingness: a function ID,L that maps
an expression E in L into a measure space
M
Overview of terms
The Data Mining Task:
For a given dataset D, language of facts L,
interestingness function ID,L and threshold
c, find the expression E such that ID,L(E) > c
efficiently.
Knowledge Discovery
Examples of Large Datasets
Government: IRS, NGA,
Large corporations
WALMART: 20M transactions per day
MOBIL: 100 TB geological databases
AT&T 300 M calls per day
Credit card companies
Scientific
NASA, EOS project: 50 GB per hour
Environmental datasets
Examples of Data mining
Applications
1.
2.
3.
4.
5.
Fraud detection: credit cards, phone cards
Marketing: customer targeting
Data Warehousing: Walmart
Astronomy
Molecular biology
How Data Mining is used
1. Identify the problem
2. Use data mining techniques to
transform the data into information
3. Act on the information
4. Measure the results
The Data Mining Process
1. Understand the domain
2. Create a dataset:
Select the interesting attributes
Data cleaning and preprocessing
3. Choose the data mining task and the
specific algorithm
4. Interpret the results, and possibly return
to 2
Origins of Data Mining
Draws ideas from machine learning/AI,
pattern recognition, statistics, and
database systems
Must address:
Enormity of data
High dimensionality
of data
Heterogeneous,
distributed nature
of data
AI /
Statistics
Machine Learning
Data Mining
Database
systems
Data Mining Tasks
1. Classification: learning a function that
maps an item into one of a set of
predefined classes
2. Regression: learning a function that maps
an item to a real value
3. Clustering: identify a set of groups of
similar items
Data Mining Tasks
4. Dependencies and associations:
identify significant dependencies between
data attributes
5. Summarization: find a compact
description of the dataset or a subset of
the dataset
Data Mining Methods
1. Decision Tree Classifiers:
Used for modeling, classification
2. Association Rules:
Used to find associations between sets of
attributes
3. Sequential patterns:
Used to find temporal associations in time series
4. Hierarchical clustering:
used to group customers, web users, etc
Why Data Preprocessing?
Data in the real world is dirty
incomplete: lacking attribute values, lacking certain
attributes of interest, or containing only aggregate data
noisy: containing errors or outliers
inconsistent: containing discrepancies in codes or names
No quality data, no quality mining results!
Quality decisions must be based on quality data
Data warehouse needs consistent integration of quality
data
Required for both OLAP and Data Mining!
Why can Data be
Incomplete?
Attributes of interest are not available (e.g.,
customer information for sales transaction data)
Data were not considered important at the time
of transactions, so they were not recorded!
Data not recorder because of misunderstanding
or malfunctions
Data may have been recorded and later deleted!
Missing/unknown values for some data
Data Cleaning
Data cleaning tasks
Fill in missing values
Identify outliers and smooth out noisy data
Correct inconsistent data
Classification: Definition
Given a collection of records (training set )
Each record contains a set of attributes, one of the attributes is
the class.
Find a model for class attribute as a function of
the values of other attributes.
Goal: previously unseen records should be
assigned a class as accurately as possible.
A test set is used to determine the accuracy of the model.
Usually, the given data set is divided into training and test sets,
with training set used to build the model and test set used to
validate it.
Classification Example
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Test
Set
Training
Set
Learn
Classifier
Model
Example of a Decision Tree
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Splitting Attributes
HO
Yes
No
NO
MarSt
Single, Divorced
TaxInc
< 80K
NO
Training Data
Married
NO
> 80K
YES
Model: Decision Tree
Another Example of Decision
Tree
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Married
MarSt
NO
Single,
Divorced
HO
No
Yes
NO
TaxInc
< 80K
NO
> 80K
YES
There could be more than one tree that
fits the same data!
Classification: Application
1
Direct Marketing
Goal: Reduce cost of mailing by targeting a set of consumers
likely to buy a new cell-phone product.
Approach:
Use the data for a similar product introduced before.
We know which customers decided to buy and which decided
otherwise. This {buy, dont buy} decision forms the class
attribute.
Collect various demographic, lifestyle, and company-interaction
related information about all such customers.
Type of business, where they stay, how much they earn, etc.
Use this information as input attributes to learn a classifier model.
From [Berry & Linoff] Data Mining Techniques, 1997
Classification: Application
2
Fraud Detection
Goal: Predict fraudulent cases in credit card transactions.
Approach:
Use credit card transactions and the information on its accountholder as attributes.
When does a customer buy, what does he buy, how often he
pays on time, etc
Label past transactions as fraud or fair transactions. This forms
the class attribute.
Learn a model for the class of the transactions.
Use this model to detect fraud by observing credit card
transactions on an account.
Clustering Definition
Given a set of data points, each having a
set of attributes, and a similarity measure
among them, find clusters such that
Data points in one cluster are more similar to
one another.
Data points in separate clusters are less similar
to one another.
Similarity Measures:
Euclidean Distance if attributes are continuous.
Other Problem-specific Measures.
Illustrating Clustering
Euclidean Distance Based Clustering in 3-D space.
Intracluster
Intraclusterdistances
distances
are
areminimized
minimized
Intercluster
Interclusterdistances
distances
are
aremaximized
maximized
Clustering: Application 1
Market Segmentation:
Goal: subdivide a market into distinct subsets of customers
where any subset may conceivably be selected as a
market target to be reached with a distinct marketing mix.
Approach:
Collect different attributes of customers based on their
geographical and lifestyle related information.
Find clusters of similar customers.
Measure the clustering quality by observing buying patterns
of customers in same cluster vs. those from different clusters.
Clustering: Application 2
Document Clustering:
Goal: To find groups of documents that are similar
to each other based on the important terms
appearing in them.
Approach: To identify frequently occurring terms in
each document. Form a similarity measure based
on the frequencies of different terms. Use it to
cluster.
Gain: Information Retrieval can utilize the clusters
to relate a new document or search term to
clustered documents.
Illustrating Document
Clustering
Points: 3204 Articles of Los Angeles Times.
Clustering
Similarity Measure: How many words are common in
these documents (after some word filtering).
Category
Financial
Total
Articles
555
Correctly
Placed
364
Foreign
341
260
National
273
36
Metro
943
746
Sports
738
573
Entertainment
354
278
Association Rule
Discovery: Definition
Given a set of records each of which contain some
number of items from a given collection;
Produce dependency rules which will predict occurrence
of an item based on occurrences of other items.
TID
Items
1
2
3
4
5
Bread, Coke, Milk
Beer, Bread
Beer, Coke, Diaper, Milk
Beer, Bread, Diaper, Milk
Coke, Diaper, Milk
Rules
RulesDiscovered:
Discovered:
{Milk}
{Milk}-->
-->{Coke}
{Coke}
{Diaper,
{Diaper,Milk}
Milk}-->
-->{Beer}
{Beer}
Association Rule Discovery:
Application 1
Marketing and Sales Promotion:
Let the rule discovered be
{Bagels, } --> {Potato Chips}
Potato Chips as consequent => Can be used to determine
what should be done to boost its sales.
Bagels in the antecedent => Can be used to see which
products would be affected if the store discontinues selling
bagels.
Bagels in antecedent and Potato chips in consequent =>
Can be used to see what products should be sold with
Bagels to promote sale of Potato chips!
Data Compression
Compressed
Data
Original Data
lossless
Original Data
Approximated
y
s
s
lo
Numerosity Reduction:
Reduce the volume of data
Parametric methods
Assume the data fits some model, estimate model
parameters, store only the parameters, and discard the
data (except possible outliers)
Non-parametric methods
Do not assume models
Major families: histograms, clustering, sampling
Clustering
Partitions data set into clusters, and models it by
one representative from each cluster
Can be very effective if data is clustered but not
if data is smeared
There are many choices of clustering definitions
and clustering algorithms, more later!
Sampling
Allow a mining algorithm to run in complexity that
is potentially sub-linear to the size of the data
Choose a representative subset of the data
Develop adaptive sampling methods
Simple random sampling may have very poor
performance in the presence of skew
Stratified sampling:
Approximate the percentage of each class (or
subpopulation of interest) in the overall database
Used in conjunction with skewed data
Sampling may not reduce database I/Os (page at a
time).
Sampling
R
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SRS le random
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samp ment)
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SRSW
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Raw Data
Sampling
Raw Data
Cluster/Stratified Sample
The number of samples drawn from each
cluster/stratum is analogous to its size
Thus, the samples represent better the data and
outliers are avoided
