Data Mining

Sangeeta Devadiga
CS 157B, Spring 2007
 Agenda

What is Data Mining?

Data Mining Tasks
Challenges in Data mining
 What is Data Mining

Data mining is integral part of knowledge

discovery in databases (KDD), which is the
overall process of converting raw data into
useful information. This process consists of
series of transformation steps from
preprocessing to postprocessing of data
mining results
 Process of Knowledge
Discovery in Database(KDD)
Filtering
Filtering
Normalization. Patterns,Visualization,
Patterns,Visualization,
Normalization.
Data Pattern
PatternInterpretation
Datasubsetting
subsetting Interpretation

Data PostProcessing
Data Mining
Preprocessing
Input
Data Information

Input data
 Data Mining Tasks

Data Mining is generally divided into two

tasks.
1. Predictive tasks
2. Descriptive tasks
 Predictive Tasks

Objective: Predict the value of a specific

attribute (target/dependent variable)based
on the value of other attributes
(explanatory).
Example: Judge if a patient has specific
disease based on his/her medical tests results.
 Descriptive Tasks

Objective: To derive patterns

(correlation,trends,trajectories) that
summarizes the underlying relationship
between data.
Example: Identifying web pages that are
accessed together.(human interpretable
pattern)
 Data Mining Tasks [contd.]

Classification [Predictive]
Clustering [Descriptive]
Association Rule Discovery[Descriptive]
Sequential Pattern Discovery [Descriptive]
Regression [Predictive]
Deviation Detection [Predictive]
 Classification: Definition

Classification: Given a collection of records

Each record contains a set of attributes, one of the
attribute is a class.
Find a model for class attribute as a function of 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

Direct Marketing
Goal: Reduce cost of mailing by targeting a set of
consumers likely to buy a new 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, 1997)
 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.
 Clustering: Example

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

Clustering Points: 3204 Articles Of Los Angles Times.

Similarity Measure: How Many words are common in these
documents. (after some word filtering) (Introduction to Data mining 2007)

Category Total Correctly Placed

Articles
Financial 555 364
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;
Apriori principle: If an item set is frequent then its subset is also
frequent
TID Items

1 Bread, Coke Milk

2 Beer, Bread
3 Beer,Coke, Diaper, Milk Rule Discovered:
Milk -> Coke
4 Beer, Bread, Diaper,
Milk Diaper, Milk -> Beer

5 Coke, Diaper, Milk

 Other Mining Tasks in Nutshell

Sequential Pattern Discovery

In point-of-sale transaction sequences,
Computer Bookstore:
(Intro_To_Visual_C) (C++_Primer) -->
(Perl_for_dummies,Tcl_Tk)
Regression: Neural Networks
Deviation Detection: Detect deviation from normal
behavior. Eg. Credit card fraud.
 Challenges of Data Mining

Scalability
Dimensionality
Complex and Heterogeneous Data
Data Quality
Data Ownership and Distribution
Privacy Preservation
Streaming Data
 References

Tan, P., Steinbach, M., & Kumar, V.,

Introduction to Data Mining. Addison
Wesley, 2006.