Data Mining:

Concepts and Techniques

(3rd ed.)

Chapter 1
Jiawei Han, Micheline Kamber, and Jian Pei
University of Illinois at Urbana-Champaign &
Simon Fraser University
2013 Han, Kamber & Pei. All rights reserved.
1

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 amount of information in the

world doubles every 20 months and
The sizes as well as number of
databases are increasing even faster.

Why Data Mining?

The data storage bits/bytes are calculated as follows:

1 byte = 8 bits
1 kilobyte (K/KB) = 2 ^ 10 bytes = 1,024 bytes
1 megabyte (M/MB) = 2 ^ 20 bytes = 1,048,576 bytes
1 gigabyte (G/GB) = 2 ^ 30 bytes = 1,073,741,824
bytes
1 terabyte (T/TB) = 2 ^ 40 bytes = 1,099,511,627,776
bytes
1 petabyte (P/PB) = 2 ^ 50 bytes =
1,125,899,906,842,624 bytes
1 exabyte (E/EB) = 2 ^ 60 bytes =
1,152,921,504,606,846,976 bytes
1 zettabyte (Z/ZB) =1 000 000 000 000 000 000 000
bytes
1 yottabyte (Y/YB) =1 000 000 000 000 000 000 000
000 bytes
4

Why Data Mining?

Information is at the heart of business operations

and brain of decision makers.
Database Management Systems gave access to the
data stored but this was only a small part of what
could be gained from the data.
, OLTPs, are good at putting data into databases
quickly, safely and efficiently but are not good at
delivering meaningful analysis in return.
Analyzing data can provide further knowledge about
a business
Can make decision efficiently and effectively

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

Summary

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

7

Knowledge Discovery (KDD) Process

This is a view from typical

database systems and data
Pattern Evaluation
warehousing communities
Data mining plays an essential
role in the knowledge discovery
Data Mining
process

Task-relevant Data
Data Warehouse

Selection

Data Cleaning
Data Integration
Databases
8

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
9

Data Mining in Business Intelligence

Increasing potential
to support
business decisions

Decisio
n
Making
Data Presentation
Visualization Techniques

End User

Business
Analyst

Data Mining
Information Discovery

Data
Analyst

Data Exploration
Statistical Summary, Querying, and Reporting
Data Preprocessing/Integration, Data Warehouses
Data Sources
Paper, Files, Web documents, Scientific experiments, Database Systems

DBA

10

Data warehousing

Data warehousing provides architectures and tools

for business executives to systematically organize,
understand, and use their data to make strategic
decisions.
Data warehouse systems are valuable tools in
todays competitive, fast-evolving world
According toWilliam H. Inmon, a leading architect in
the construction of data warehouse systems, A
data warehouse is

a subject-oriented,
integrated,
time-variant, and
nonvolatile collection

of data in support of
managements decision making process
11

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

12

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

Multi-Dimensional View of Data

Mining

Data to be mined
Database data (relational), data warehouse, transactional
data, time-series, sequence etc
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 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.
14

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
15

Data Mining: On What Kinds of

Data?

Database-oriented data sets and applications

Relational database, data warehouse, transactional

database
(we focus this category in this course)

A relational database is a collection of tables, each

of which is assigned a unique name.

Each table consists of a set of attributes (columns or

fields) and usually stores a large set of tuples
(records or rows).

16

Data Mining: On What Kinds of

Data?

Data warehouse

are constructed via a process of data

cleaning, data integration, data
transformation, and periodic data
refreshing.
To facilitate decision making

is a repository of information collected from

multiple sources

the data are subject oriented.

Ex. major subjects are customer, item, supplier,
and activity.

Usually modeled by a multidimensional

structure, called data cube
Each dimension corresponds to an
attribute
17

18

Multidimensional data mining

also called exploratory data
mining

Data Mining: On What Kinds of

Data?
Transactional database
Capture a transaction

Such as customers purchase

Flight booking
Users click on web page

A transaction typically includes a

unique transaction identity number
(trans ID)
and a list of the items making up the
transaction (such as items purchased
in a store).
19

Data Mining: On What Kinds of

Data?

Advanced data sets and advanced applications

Time-series data,

The World-Wide Web

20

Data Mining: On What Kinds of

Data?
Advanced data sets and advanced
applications
Time related or Sequence data: historical
data, stock exchange data, biological
sequence data
Data stream: video surveillance and
sensor data which are continuously
transmitted
Temporal data: helps banks tellers to
make schedule according to customer
traffic
Spatial data: helps to look pattern the
poverty level of different area

21

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
22

What Kinds of Patterns Can Be Mined?

Data mining functionalities

Characterization and Discrimination

Frequent pattern, association and
correlation
Classification and regression
Clustering analysis
Outlier analysis

Data mining functionalities is to

specify the kind of pattern to be found

Two categories
Descriptive
Predictive
23

Characterization and Discrimination

Data characterization is summarizing of

general characteristics or features of a
target class of data

Ex. to study the characteristics of software

products whose sales increased by 10% in
the last year

Data discrimination is comparison of

general characteristics or features (often
called the contrasting classes

to compare the general features of software

products whose sales increased by 10% in the
last year with those whose sales decreased by
at least 30% during the same period.
24

Frequent pattern, association and correlation

Frequent patterns, are the patterns

that occur frequently in data.
frequent patterns, including itemsets,
subsequences, and substructures

Frequent itemset: a set of items that

frequently appear together in a
transactional data set, such as milk and
bread
Frequent subsequences: customers tend
to purchase first a PC, followed by a
digital camera, and then a memory card,

25

Classification and regression

Classification is the process of finding a

model that describes and distinguishes
data classes
The model is based on the analysis of a
set of training data set
Able to use the model to predict the class
of objects whose class label is unknown
The model may be represented in various
forms, such as

classification (IF-THEN) rules,

decision trees,
mathematical formulae, or
neural networks
26

Clustering

The objects are clustered or grouped

based on the principle of maximizing
the intraclass similarity and
minimizing the interclass similarity.
clusters of objects are formed so that
objects within a cluster have high
similarity in comparison to one
another,

27

Outlier analysis

A database may contain objects that

do not comply with the general
behavior or model of the data. These
data objects are outliers.
Most data mining methods discard
outliers as noise or exceptions.

28

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

Data Mining: Confluence of Multiple

Disciplines
Machine
Learning

Applications

Algorithm

Pattern
Recognition

Data Mining

Database
Technology

Statistics

Visualization

High-Performance
Computing

30

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
31

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
32

What Kinds of Applications Are Targeted?

Business Intelligence (BI)

BI technologies provides historical, current,
and predictive views of business
operations.
Data mining is the core of business
intelligence
OLAP is the tools, rely on data warehousing
and multidimensional data mining.
Classification is the core of predictive
analytics in BI
Clustering plays central role for customer
relationship management grouping
customer based on their similarities.
33

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
34

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

35

November 24, 2016

Data Mining: Concepts and

36

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

37

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

38

Conferences and Journals on Data Mining

KDD Conferences

ACM SIGKDD Int. Conf. on

Knowledge Discovery in
Databases and Data Mining
(KDD)

SIAM Data Mining Conf. (SDM)

(IEEE) Int. Conf. on Data Mining

(ICDM)

European Conf. on Machine

Learning and Principles and
practices of Knowledge
Discovery and Data Mining
(ECML-PKDD)

Pacific-Asia Conf. on
Knowledge Discovery and Data
Mining (PAKDD)

Int. Conf. on Web Search and

Data Mining (WSDM)

Other related conferences

DB conferences: ACM
SIGMOD, VLDB, ICDE, EDBT,
ICDT,

Web and IR conferences:

WWW, SIGIR, WSDM

ML conferences: ICML, NIPS

PR conferences: CVPR,

Journals

Data Mining and Knowledge

Discovery (DAMI or DMKD)

IEEE Trans. On Knowledge

and Data Eng. (TKDE)

KDD Explorations

ACM Trans. on KDD

39

Where to Find References? DBLP, CiteSeer,

Google

Data mining and KDD (SIGKDD: CDROM)

Database systems (SIGMOD: ACM SIGMOD Anthology CD ROM)

Conferences: SIGIR, WWW, CIKM, etc.

Journals: WWW: Internet and Web Information Systems,

Statistics

Conferences: Machine learning (ML), AAAI, IJCAI, COLT (Learning Theory), CVPR, NIPS,
etc.
Journals: Machine Learning, Artificial Intelligence, Knowledge and Information
Systems, IEEE-PAMI, etc.

Web and IR

Conferences: ACM-SIGMOD, ACM-PODS, VLDB, IEEE-ICDE, EDBT, ICDT, DASFAA

Journals: IEEE-TKDE, ACM-TODS/TOIS, JIIS, J. ACM, VLDB J., Info. Sys., etc.

AI & Machine Learning

Conferences: ACM-SIGKDD, IEEE-ICDM, SIAM-DM, PKDD, PAKDD, etc.

Journal: Data Mining and Knowledge Discovery, KDD Explorations, ACM TKDD

Conferences: Joint Stat. Meeting, etc.

Journals: Annals of statistics, etc.

Visualization

Conference proceedings: CHI, ACM-SIGGraph, etc.

Journals: IEEE Trans. visualization and computer graphics, etc.

40