Data Mining: Concepts and Techniques

1. Some of these slides are taken with some modifications from: Data Mining: Concepts and Techniques ©Jiawei Han and Micheline Kamber Intelligent Database Systems Research Lab School of Computing Science Simon Fraser University, Canada http://www.cs.sfu.ca

2. Acknowledgements • This work on this set of slides started with Han’s tutorial for UCLA Extension course in February 1998 • Dr. Hongjun Lu from Hong Kong Univ. of Science and Technology taught jointly with me a Data Mining Summer Course in Shanghai, China in July 1998. He has contributed many excellent slides to it • Some graduate students have contributed many new slides in the following years. Notable contributors include Eugene Belchev, Jian Pei, and Osmar R. Zaiane (now teaching in Univ. of Alberta).

3. Where to Find More Slides? • Tutorial sections (MS PowerPoint files): • http://www.cs.sfu.ca/~han/dmbook • Other conference presentation slides (.ppt): • http://db.cs.sfu.ca/ or http://www.cs.sfu.ca/~han • Research papers, DBMiner system, and other related information: • http://db.cs.sfu.ca/ or http://www.cs.sfu.ca/~han

4. 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 • Major issues in data mining

5. Motivation: “Necessity is the Mother of Invention” • Data explosion problem • Automated data collection tools and mature database technology lead to tremendous amounts of data stored in databases, data warehouses and other information repositories • We are drowning in data, but starving for knowledge! • Solution: Data warehousing and data mining • Data warehousing and on-line analytical processing • Extraction of interesting knowledge (rules, regularities, patterns, constraints) from data in large databases

6. Evolution of Database Technology • 1960s: • Data collection, database creation, IMS and network DBMS • 1970s: • Relational data model, relational DBMS implementation • 1980s: • RDBMS, advanced data models (extended-relational, OO, deductive, etc.) and application-oriented DBMS (spatial, scientific, engineering, etc.) • 1990s—2000s: • Data mining and data warehousing, multimedia databases, and Web databases

7. What Is Data Mining? • Data mining (knowledge discovery in databases): • Extraction of interesting (non-trivial, implicit, previously unknown and potentially useful)information or patterns from data in large databases • Alternative names and their “inside stories”: • Data mining: a misnomer? • Knowledge discovery(mining) in databases (KDD), knowledge extraction, data/pattern analysis, data archeology, data dredging, information harvesting, business intelligence, etc. • Not data mining if it • handles only small amounts of data • retrieves data in answer to queries

8. Why Data Mining? — Potential Applications • Database analysis and decision support • Market analysis and management • customer relation management, market basket analysis • Risk analysis and management • Forecasting, quality control, competitive analysis • Fraud detection and management • Other Applications • Text mining (news group, email, documents) and Web analysis. • Intelligent query answering

9. Market Analysis and Management • Where are the data sources for analysis? • Credit card transactions, clickstreams, customer forms, shopping baskets • Target marketing • Clusters of “model” customers with same characteristics: interest, income level • Determine customer purchasing patterns over time • Cross-market analysis • Identify associations between product sales, use to predict purchases • Customer profiling • what types of customers buy what products? (clustering or classification) • Identifying customer requirements • identify best products for different customers, predict factors to attract new customers

10. Other Applications • Sports • IBM Advanced Scout analyzed NBA game statistics (shots blocked, assists, and fouls) to gain competitive advantage for New York Knicks and Miami Heat • Astronomy • JPL and the Palomar Observatory discovered 22 quasars with the help of data mining • Medical Research • Large insurance companies use data mining to study questions such as the effectiveness of various kinds of antibiotic in reducing recurrent infections

11. Data Mining: A KDD Process Knowledge Pattern Evaluation • Data mining: the core of knowledge discovery process. Data Mining Task-relevant Data Selection Data Warehouse Data Cleaning Data Integration Databases

12. Steps of a KDD Process • 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. • Choosing functions of data mining • summarization, classification, regression, association, clustering. • 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

13. Data Mining and Business Intelligence Increasing potential to support business decisions End User Making Decisions Business Analyst Data Presentation Visualization Techniques Data Mining Data Analyst Information Discovery Data Exploration Statistical Analysis, Querying and Reporting Data Warehouses / Data Marts OLAP, MDA DBA Data Sources Paper, Files, Information Providers, Database Systems, OLTP

14. Architecture of a Typical Data Mining System Graphical user interface Pattern evaluation Data mining engine Knowledge-base Database or data warehouse server Filtering Data cleaning & data integration Data Warehouse Databases

15. Data Mining: On What Kind of Data? • Relational databases • Data warehouses • Transactional databases • Advanced DB and information repositories • Object-oriented and object-relational databases • Spatial databases • Time-series data and temporal data • Text databases and multimedia databases • Heterogeneous and legacy databases • WWW

16. Data Mining Functionalities (1) • Concept description: Characterization and discrimination • Generalize, summarize, and contrast data characteristics, e.g., dry vs. wet regions • Association (correlation and causality) • Multi-dimensional vs. single-dimensional association • age(X, “20..29”) ^ income(X, “20..29K”) à buys(X, “PC”) [support = 2%, confidence = 60%] • contains(T, “computer”) à contains(x, “software”) [1%, 75%]

17. Data Mining Functionalities (2) • Classification and Prediction • Finding models (functions) that describe and distinguish classes or concepts for future prediction • E.g., classify countries based on climate, or classify cars based on gas mileage • Presentation: decision-tree, classification rule, neural network • Prediction: Predict some unknown or missing numerical values • Cluster analysis • Class label is unknown: Group data to form new classes, e.g., cluster houses to find distribution patterns • Clustering based on the principle: maximizing the intra-class similarity and minimizing the interclass similarity

18. Data Mining Functionalities (3) • Outlier analysis • Outlier: a data object that does not comply with the general behavior of the data • It can be considered as noise or exception but is quite useful in fraud detection, rare events analysis • Trend and evolution analysis • Trend and deviation: regression analysis • Sequential pattern mining, periodicity analysis • Similarity-based analysis • Other pattern-directed or statistical analyses

19. Are All the “Discovered” Patterns Interesting? • A data mining system/query may generate thousands of patterns, not all of them are interesting. • Suggested approach: Human-centered, query-based, focused mining • Interestingness measures: A pattern is interesting if it is easily understood by humans, valid on 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 user’s belief in the data, e.g., unexpectedness, novelty, actionability, etc.

20. Can We Find All and Only Interesting Patterns? • Find all the interesting patterns: Completeness • Can a data mining system find all the interesting patterns? • Association vs. classification vs. clustering • Search for only interesting patterns: Optimization • Can a data mining system find only the interesting patterns? • Approaches • First generate all the patterns and then filter out the uninteresting ones. • Generate only the interesting patterns—mining query optimization

21. Data Mining: Confluence of Multiple Disciplines Database Technology Statistics Data Mining Machine Learning Visualization Information Science Other Disciplines

22. Data Mining: Classification Schemes • General functionality • Descriptive data mining • Predictive data mining • Different views, different classifications • Kinds of databases to be mined • Kinds of knowledge to be discovered • Kinds of techniques utilized • Kinds of applications adapted

23. A Multi-Dimensional View of Data Mining Classification • Databases to be mined • Relational, transactional, object-oriented, object-relational, active, spatial, time-series, text, multi-media, heterogeneous, legacy, WWW, etc. • Knowledge to be mined • Characterization, discrimination, association, classification, clustering, trend, deviation and outlier analysis, etc. • Multiple/integrated functions and mining at multiple levels • Techniques utilized • Database-oriented, data warehouse (OLAP), machine learning, statistics, visualization, neural network, etc. • Applications adapted • Retail, telecommunication, banking, fraud analysis, DNA mining, stock market analysis, Web mining, Weblog analysis, etc.

24. Major Issues in Data Mining (1) • Mining methodology and user interaction • Mining different kinds of knowledge in databases • Interactive mining ofknowledge at multiple levels of abstraction • Incorporation of background knowledge • Data mining query languages and ad-hoc data mining • Expression and visualization of data mining results • Handling noise and incomplete data • Pattern evaluation: the interestingness problem • Performance and scalability • Efficiency and scalability of data mining algorithms • Parallel, distributed and incremental mining methods

25. Major Issues in Data Mining (2) • Issues relating to the diversity of data types • Handling relational and complex types of data • Mining information from heterogeneous databases and global information systems (WWW) • Issues related to applications and social impacts • Application of discovered knowledge • Domain-specific data mining tools • Intelligent query answering • Process control and decision making • Integration of the discovered knowledge with existing knowledge: A knowledge fusion problem • Protection of data security, integrity, and privacy

26. 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. • Classification of data mining systems • Major issues in data mining

27. Where to Find References? • Data mining and KDD: • Conference proceedings: KDD, and others, such as PKDD, PAKDD, etc. • Journal: Data Mining and Knowledge Discovery • Database field: • Conference proceedings: ACM-SIGMOD, ACM-PODS, VLDB, ICDE, EDBT, DASFAA • Journals: ACM-TODS, J. ACM, IEEE-TKDE, JIIS, etc. • AI and Machine Learning: • Conference proceedings: Machine learning, AAAI, IJCAI, etc. • Journals: Machine Learning, Artificial Intelligence, etc. • Statistics: • Conference proceedings: Joint Stat. Meeting, etc. • Journals: Annals of statistics, etc. • Visualization: • Conference proceedings: CHI, etc. • Journals: IEEE Trans. visualization and computer graphics, etc.

28. References • U. M. Fayyad, G. Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy. Advances in Knowledge Discovery and Data Mining. AAAI/MIT Press, 1996. • J. Han and M. Kamber. Data Mining: Concepts and Techniques. Morgan Kaufmann, 2000. • T. Imielinski and H. Mannila. A database perspective on knowledge discovery. Communications of ACM, 39:58-64, 1996. • G. Piatetsky-Shapiro, U. Fayyad, and P. Smith. From data mining to knowledge discovery: An overview. In U.M. Fayyad, et al. (eds.), Advances in Knowledge Discovery and Data Mining, 1-35. AAAI/MIT Press, 1996. • G. Piatetsky-Shapiro and W. J. Frawley. Knowledge Discovery in Databases. AAAI/MIT Press, 1991.

29. Data Mining for Web Sites

30. Data Mining for Web Sites • Clickstream Mining • KDD Cup • Mining site databases

31. Clickstream Mining • Kinds of data available • Raw Data • Aggregations and Cleanup • Kinds of questions you can ask • Some of the cautions

32. Clickstream Mining • What is a clickstream? • The record of every page request from every visitor to your site • What does it typically contain? • Date/time of the page request • IP address of visitor • Page object being requested (whole page or a frame, image, etc.) • Type of request (get, submit) • Referrer • Browser making request

33. Data Cleaning • Eliminate search engines and bots? They follow atypical patterns through a site • Can’t typically do by IP address. • Many hits within a very short time period • exactly one hit on each link with a depth first or breadth-first pattern • Hits at the same time every day, at unusual times. • Eliminate internal testers? • Typically can do by IP address. Harder if both developers and customers are internal and addressing is dynamic. • Eliminate certain sites? • AOL reassigns IP at every request • Previous experience suggests that you get a lot of valueless hits from, e.g., the .edu domain.

34. Aggregations/Dimensions • Aggregate or process individual log requests to get richer dimensions • Date and Time • Visitors • Page object • Session • Path

35. Some Aggregations • Date and Time • Separate them! • Reference to standard such as GMT • If multiple servers, need very accurate synchronization • Visitors • anonymous, by IP only. Track within one session (probably) • Cookie. Track visitor within one session reliably, possibly across sessions • Registration. Have some significant data. Name, email address, etc.

36. Some More Aggregations • Page object. • Group together objects on one “page”. Frames, images • Add meta-information/page characteristics if available. DB-based, portal-based, XML-based web-sites. • Session • One “visit” by a user • Typically, all connections from the same IP address without a gap of at least a certain length. • Login to logout or timeout of you require login. • Path • Sequence of pages visited during one session by one visitor

37. What’s It Good For? • Kinds of questions you can answer solely through clickstream data • On what pages did people spend a relatively long time? • What was the last page typically viewed? Did people follow “recommender” links? • Where did referrals come from? • Where did referrals who spent significant time come from? • Mostly questions about the web site itself • Mostly descriptive statistics with relatively simple analyses once the cleanup and aggregation is done • Interpreting the answers to the questions requires an understanding of the domain

38. Some cautions • Visitor Counts: DHCP, caching, AOL • Session definition: false positives AND negatives • Path through site: caching and “go” menu • “Time on site”: count UP TO last request, but not time on last page.

39. KDD Cup • Annual challenge problem at the ACM KDD conference. • In 2000, it involved clickstream mining. • In 2001, • Prediction of Molecular Bioactivity for Drug Design • Prediction of Gene/Protein Function and Localization • In 2002, • Task 1: Information Extraction from Biomedical Articles • Task 2: Yeast Gene Regulation Prediction

40. KDD Cup, 2000 • Five questions: • Given a set of page views, will the visitor view another page on the site or will the visitor leave? • Given a set of page views, which product brand will the visitor view in the remainder of the session? • Given a set of purchases over a period of time, characterize visitors who spend more than $12 (order amount) on an average order at the site. • Given a set of page views, characterize killer pages, i.e., pages after which users leave the site. • Given a set of page views, characterize which product brand a visitor will view in the remainder of the session? • http://www.ecn.purdue.edu/KDDCUP/ • http://robotics.Stanford.EDU/~ronnyk/kddCupTalk.ppt

41. Other Kinds of Data Mining For the Web

42. Site Databases • Kinds of data available • Data cleanup and aggregation a lot easier • Kinds of questions you might ask • Recommender systems • Collaborative filtering • Simple correlations • Can get really fancy: Amazon

43. Kinds of Data Available • User data elicited from user: • Ordering information • Preferences, likes, dislikes • Personal information such as name, address, credit card • Enriched User Data (e.g., Acxiom Infobase) • age • gender • marital status • vehicle lifestyle • own/rent • Product Data

44. Kinds of Questions • What were typical items purchased? • What were typical items purchased by high spenders? • For people who chose X, what else might they like? • Based on known characteristics • Based on statistical patterns

45. Combining Data • Using just clickstream data can give you some information relevant to a website. • Additional questions available if you combine: • Clickstream • Site Databases • Enriched data from other databases

46. Kinds of Questions • What are general characteristics of people who spend a lot of time on the site? (e.g., educational level) • Which pages are visited by people who actually buy? • Which referring sites lead to purchases, and which to “curiosity” visits?

47. Issues, Concerns • Merging data • Just about requires login. So when do you require it? • Cookies may be misleading. One user, multiple systems; one system, multiple users • Need to know domain, to interpret results

48. Recommender Systems • Very common addition to e-commerce sites • Editorial recommenders • Content Filtering Recommenders • Collaborative Filtering Recommenders • Hybrids

49. Editorial Filtering • Recommendations made by a person • Not new, obviously • Web has made them much more accessible • www.imdb.com. Movie reviews • mysteryguide.com. Mystery book reviews • Search, browse capabilities • Most prevalent for media: books, movies, CDs • Advantages: • Detailed, "accurate" reviews. • Add context • Disadvantages • Coverage is limited • No personalization • Some areas (e.g., travel) heavily dominated by commercial sites

50. Content Filtering • Find documents "like this one" • Attributes for comparison can be • meta-data • author • subject • director These are typically simple statistics • document content • bag-of-words, vectors • keywords All the categorization techniques we have discussed