Data Warehousing/Mining

Comp 150 DW
Chapter 1. Introduction
Instructor: Dan Hebert

Data Warehousing/Mining

Chapter 1. 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

Data Warehousing/Mining

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
Data Warehousing/Mining

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.)

1990s2000s:
Data mining and data warehousing, multimedia databases,
and Web databases

Data Warehousing/Mining

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.

What is not data mining?

(Deductive) query processing.
Expert systems or small machine learning/
statistical programs

Data Warehousing/Mining

7 Data Mining Steps

1. Data cleaning remove noise and

inconsistent data
2. Data integration combine multiple
sources
3. Data selection retrieve from the
database data relevant to the analysis
task
4. Data transformation data are
transformed or consolidated into forms
appropriate for mining (e.g. performing
summary or aggregation operations)

Data Warehousing/Mining

7 Data Mining Steps

(continued)

5. Data mining intelligent methods

are applied to extract data patterns
6. Pattern evaluation identify truly
interesting patterns representing
knowledge based on some
interestingness measures
7. Knowledge presentation present
mined knowledge to the user

Data Warehousing/Mining

Why Data Mining? Potential

Applications

Database analysis and decision support

Market analysis and management

target marketing, customer relation management, market

basket analysis, cross selling, market segmentation

Risk analysis and management

Forecasting, customer retention, improved underwriting,

quality control, competitive analysis

Fraud detection and management

Other Applications
Text mining (news group, email, documents) and Web analysis.
Intelligent query answering

Data Warehousing/Mining

Market Analysis and

Management (1)

Where are the data sources for analysis?

Credit card transactions, loyalty cards, discount coupons,
customer complaint calls, plus (public) lifestyle studies

Target marketing
Find clusters of model customers who share the same
characteristics: interest, income level, spending habits, etc.

Determine customer purchasing patterns over time

Conversion of single to a joint bank account: marriage, etc.

Cross-market analysis
Associations/co-relations between product sales
Prediction based on the association information

Data Warehousing/Mining

Market Analysis and

Management (2)

Customer profiling
data mining can tell you what types of customers buy what
products (clustering or classification)

Identifying customer requirements

identifying the best products for different customers
use prediction to find what factors will attract new
customers

Provides summary information

various multidimensional summary reports
statistical summary information (data central tendency and
variation)

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Corporate Analysis and Risk

Management

Finance planning and asset evaluation

cash flow analysis and prediction
contingent claim analysis to evaluate assets
cross-sectional and time series analysis (financial-ratio,
trend analysis, etc.)

Resource planning:
summarize and compare the resources and spending

Competition:
monitor competitors and market directions
group customers into classes and a class-based pricing
procedure
set pricing strategy in a highly competitive market

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Fraud Detection and

Management (1)

Applications
widely used in health care, retail, credit card services,
telecommunications (phone card fraud), etc.

Approach
use historical data to build models of fraudulent behavior
and use data mining to help identify similar instances

Examples
auto insurance: detect a group of people who stage
accidents to collect on insurance
money laundering: detect suspicious money transactions
(US Treasury's Financial Crimes Enforcement Network)
medical insurance: detect professional patients and ring
of doctors and ring of references

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Fraud Detection and

Management (2)

Detecting inappropriate medical treatment

Australian Health Insurance Commission identifies that
in many cases blanket screening tests were requested
(save Australian $1m/yr).

Detecting telephone fraud

Telephone call model: destination of the call, duration,
time of day or week. Analyze patterns that deviate from
an expected norm.
British Telecom identified discrete groups of callers with
frequent intra-group calls, especially mobile phones, and
broke a multimillion dollar fraud.

Retail
Analysts estimate that 38% of retail shrink is due to
dishonest employees.

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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

Internet Web Surf-Aid

IBM Surf-Aid applies data mining algorithms to Web
access logs for market-related pages to discover
customer preference and behavior pages, analyzing
effectiveness of Web marketing, improving Web site
organization, etc.

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Data Mining: A Knowledge

Discovery in Databases (KDD)
Pattern Evaluation
Process

Data mining: the core of

knowledge discovery
process.

Data Mining

Task-relevant Data
Data Warehouse

Selection

Data Cleaning
Data Integration
Databases

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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

Data Warehousing/Mining

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Data Mining and Business

Intelligence
Increasing potential
to support
business decisions

Making
Decisions
Data Presentation
Visualization Techniques
Data Mining
Information Discovery

End User

Business
Analyst
Data
Analyst

Data Exploration
Statistical Analysis, Querying and Reporting
Data Warehouses / Data Marts
OLAP, MDA
Data Sources
Paper, Files, Information Providers, Database Systems, OLTP
Data Warehousing/Mining

DBA

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Architecture of a Typical
Data Mining System
Graphical user interface

Pattern evaluation
Data mining engine
Database or
data warehouse
Filtering
Data cleaning & data
integration
server
Databases
Data Warehousing/Mining

Knowledgebase

Data
Warehouse
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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

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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) buys(X, PC)
[support = 2%, confidence = 60%]

Of all customers under study, 2% are 20-29 years old with an income
of 20K-29K and have purchased a computer

60% probability that customer in this age and income group will
purchase a PC

contains(T, computer) contains(x, software) [1%, 75%]

If a transaction contains a computer, there is a 50% chance that it

will contain software as well, 1% of the transactions contain both

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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

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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

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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 users belief in the data, e.g., unexpectedness,
novelty, actionability, etc.

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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?
Highly desirable, progress has been made, but still a challenge
Approaches

First general all the patterns and then filter out the uninteresting
ones.

Generate only the interesting patternsmining query optimization

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Data Mining: Confluence of

Multiple Disciplines
Database
Technology

Machine
Learning

Information
Science
Data Warehousing/Mining

Statistics

Data Mining

Visualization

Other
Disciplines
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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

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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.

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Major Issues in Data Mining (1)

Mining methodology and user interaction

Mining different kinds of knowledge in databases
Interactive mining of knowledge 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

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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
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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

Data Warehousing/Mining

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Homework Assignment

SSH to psql and logon to postgres and

ensure you have access
I will be assigning postgresql-related
homework next week
Make sure you filled in youre UNIX userid on
the account sign-up form

Ill create your accounts over the week-end

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Using PostgreSQL

Type psql from terminal window on pgsql

Everyone has a postgresql account

Enter sql commands

Remember to terminate sql commands with a ;

To exit psql
\q

If you havent yet given me your account

name, e-mail it to me ([email protected])
and I will create a postgresql account for
you

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