Download Database Clustering and Summary Generation

Promising “Newer” Technologies to Cope with the
Information Flood
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Knowledge Discovery and Data Mining (KDD)
Agent-based Technologies
Ontologies and Knowledge Brokering
Non-traditional data analysis techniques
Model Generation
As an Example
To Explain /
Discuss Technologies
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Knowledge Discovery in Data [and Data Mining] (KDD)
Let us find something interesting!
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Definition := “KDD is the non-trivial process of identifying valid, novel,
potentially useful, and ultimately understandable patterns in data” (Fayyad)
Frequently, the term data mining is used to refer to KDD.
Many commercial and experimental tools and tool suites are available (see
http://www.kdnuggets.com/siftware.html)
Field is more dominated by industry than by research institutions
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Making Sense of Data --Knowledge Discovery and Data Mining
2005 Lectures
1.
2.
3.
4.
5.
6.
7.
Introduction to KDD
Similarity Assessment
Clustering
Classification (very very brief)
Association Rule Mining
Spatial Databases and Spatial Data Mining
Data Warehouses and OLAP
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Data Mining: Confluence of Multiple
Disciplines
Database
Technology
Machine
Learning
Information
Science
Statistics
Data Mining
Visualization
Other
Disciplines
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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General KDD Steps
Data sources Selected/Preprocessed data
Select/preprocess
Transform
Transformed data Extracted information Knowledge
Data mine
Interpret/Evaluate/Assimilate
Data preparation
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Popular KDD-Tasks
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Classification (try to learn how to classify)
 Clustering (finding groups of similar object)
 Estimation and Prediction (try to learn a function that predicts an th
value of a continuous output variable based on a set of input
variables)
 Bayesian and Dependency Networks
 Deviation and Fraud Detection
 Text Mining
 Web Mining
 Visualization
 Transformation and Data Cleaning
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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KDD and Classical Data Analysis
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KDD is less focused than data analysis in that it looks for interesting patterns
in data; classical data analysis centers on analyzing particular relationships in
data. The notion of interestingness is a key concept in KDD. Classical data
analysis centers more on generating and testing pre-structured hypothesis with
respect to a given sample set.
KDD is more centered on analyzing large volumes of data (many fields, many
tuples, many tables, …).
In a nutshell the the KDD-process consists of preprocessing (generating a
target data set), data mining (finding something interesting in the data set), and
post processing (representing the found pattern in understandable form and
evaluated their usefulness in a particular domain); classical data analysis is
less concerned with the the preprocessing step.
KDD involves the collaboration between multiple disciplines: namely,
statistics, AI, visualization, and databases.
KDD employs non-traditional data analysis techniques (neural networks,
association rules, decision trees, fuzzy logic, evolutionary computing,…).
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Generating Models as an Example
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The goal of model generation (sometimes also called predictive data mining) is the
creation, evaluation, and use of models to make predictions and to understand the
relationships between various variables that are described in a data collection.
Typical example application include:
– generate a model to that predicts a student’s academic performance based on
the applicants data such as the applicant’s past grades, test scores, past
degree,…
– generate a model that predicts (based on economic data) which stocks to sell,
hold, and buy.
– generate a model to predict if a patient suffers from a particular disease based
on a patient’s medical and other data.
Model generation centers on deriving a function that can predict a variable using
the values of other variables: v=f(a1,…,an)
Neural networks, decision trees, naïve Bayesian classifiers and networks,
regression analysis and many other statistical techniques, fuzzy logic and neurofuzzy systems, association rules are the most popular model generation tools in the
KDD area.
All model generation tools and environments employ the basic train-evaluatepredict cycle.
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Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
Why Do We Need so many
Data Mining / Analysis Techniques?
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No generally good technique exists.
Different methods make different assumptions with respect to the
data set to be analyzed (to be discussed on the next transparency)
Cross fertilization between different methods is desirable and
frequently helpful in obtaining a deeper understanding of the
analyzed dataset.
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Motivation: “Necessity is the
Mother of Invention”
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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
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Why Data Mining? — Potential
Applications
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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
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Market Analysis and Management
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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
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Fraud Detection and Management
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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
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Other Applications
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Sports
– IBM Advanced Scout analyzed NBA game statistics (shots
blocked, assists, and fouls) to gain competitive advantage for
New York Knicks and Miami Heat
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Astronomy
– JPL and the Palomar Observatory discovered 22 quasars with
the help of data mining
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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.
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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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
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
DBA
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Architecture of a Typical Data
Mining System
Graphical user interface
Pattern evaluation
Data mining engine
Knowledge-base
Database or data
warehouse server
Data cleaning & data integration
Databases
Filtering
Data
Warehouse
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Example: Decision Tree Approach
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Decision Tree Approach2
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Decision Trees
Example:
• Conducted survey to see what customers were
interested in new model car
• Want to select customers for advertising campaign
sale
custId
c1
c2
c3
c4
c5
c6
car
taurus
van
van
taurus
merc
taurus
age
27
35
40
22
50
25
city newCar
sf
yes
la
yes
sf
yes
sf
yes
la
no
la
no
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
training
set
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One Possibility
sale
custId
c1
c2
c3
c4
c5
c6
age<30
Y
N
city=sf
Y
likely
car
taurus
van
van
taurus
merc
taurus
age
27
35
40
22
50
25
city newCar
sf
yes
la
yes
sf
yes
sf
yes
la
no
la
no
car=van
N
unlikely
Y
likely
N
unlikely
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Another Possibility
sale
custId
c1
c2
c3
c4
c5
c6
car=taurus
Y
N
city=sf
Y
likely
car
taurus
van
van
taurus
merc
taurus
age
27
35
40
22
50
25
city newCar
sf
yes
la
yes
sf
yes
sf
yes
la
no
la
no
age<45
N
unlikely
Y
likely
N
unlikely
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Example: Nearest Neighbor Approach
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Clustering
income
education
age
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Another Example: Text
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Each document is a vector
– e.g., <100110...> contains words 1,4,5,...
 Clusters contain “similar” documents
 Useful for understanding, searching documents
sports
international
news
business
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Issues
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Given desired number of clusters?
 Finding “best” clusters
 Are clusters semantically meaningful?
– e.g., “yuppies’’ cluster?
 Using clusters for disk storage
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Association Rule Mining
sales
records:
tran1
tran2
tran3
tran4
tran5
tran6
cust33
cust45
cust12
cust40
cust12
cust12
p2,
p5,
p1,
p5,
p2,
p9
p5, p8
p8, p11
p9
p8, p11
p9
market-basket
data
Example Rules:
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age(X, “20..29”) ^ income(X, “20..29K”)  buys(X, “PC”)
[support = 2%, confidence = 60%]
buys(x, p2) ^ buys(x,p5)  bus(x,p8) [1%, 85%]
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Characteristics and Assumptions of
Popular Data Mining/Analysis Techniques
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Distance based approaches (assume that a distance function with respect to the
objects in the dataset exists) vs. order-based approaches (just use the ordering of
values in their decision making; 3>2>1 is indistinguishable from 2.01>2>1.99)
Approaches that make no assumptions / assume a particular distribution of the data
in the underlying dataset.
Differences in employed approximation techniques
– Rectangular vs. other approximation
– Linear vs. non-linear approximations
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Sensitivity to redundant attributes (variables)
Sensitivity to irrelevant attributes
Sensitivity to attributes of different degrees of importance
Different Training Performance / Testing Performance
What does the learnt function tell us about the analyzed data set? How difficult is it
to understand the learnt function?
Deterministic / non-deterministic approaches
Stability of the obtained results
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Summary KDD
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KDD: discovering interesting patterns from large amounts of data
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A natural evolution of database technology, in great demand, with wide
applications
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A KDD process includes data cleaning, data integration, data selection,
transformation, data mining, pattern evaluation, and knowledge presentation
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Mining can be performed in a variety of information repositories
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Data mining functionalities: characterization, discrimination, association,
classification, clustering, outlier and trend analysis, etc.
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Multi-disciplinary activity
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Important Issues: KDD-methodologies and user-interactions, scalability, tool
use and tool integration, preprocessing, interpretation of results, finding good
parameter settings when running data mining tools,…
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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Where to Find References?
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Data mining and KDD (SIGKDD member CDROM):
– Conference proceedings: KDD, and others, such as PKDD, PAKDD, etc.
– Journal: Data Mining and Knowledge Discovery
Database field (SIGMOD member CD ROM):
– 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.
Christoph F. Eick: Introduction Knowledge Discovery and Data Mining (KDD)
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