Download Data Mining

General introduction
Marco Saerens (UCL), with
Christine Decaestecker (ULB)
General introduction
Slides references

Many slides and figures have been adapted from the slides
associated to the following books:
– Alpaydin (2004), Introduction to machine learning. The MIT Press.
– Duda, Hart & Stork (2000), Pattern classification, John Wiley &
Sons.
– Han & Kamber (2006), Data mining: concepts and techniques, 2nd
ed. Morgan Kaufmann.
– Tan, Steinbach & Kumar (2006), Introduction to data mining.
Addison Wesley.
As well as from Wikipedia, the free online encyclopedia
 I really thank these authors for their contribution to machine
learning and data mining teaching

Machine learning and data
mining
 Interplay
of these two related fields:
– Data mining
– Machine learning
Why “Machine learning” ?

Machine learning is programming computers
to optimize a performance criterion using
example data or past experience
– There is no need to “learn” to calculate payroll

Learning is used when:
– Human expertise does not exist (navigating on
Mars),
– Humans are unable to explain their expertise
accurately (speech recognition)
– Solution changes in time (routing on a computer
network)
– Solution needs to be adapted to particular cases
(user biometrics)
What we talk about when we
talk about “Learning”

Learning general models from a data of
particular examples
– Data is cheap and abundant (data warehouses,
data marts); knowledge is expensive and scarce

Example in retail: Customer transactions to
consumer behavior:
People who bought “Da Vinci Code” also bought
“The Five People You Meet in Heaven”
(www.amazon.com)

Build a model that is a good and useful
approximation to the data
Data mining is related to machine
learning

Related to knowledge extraction from data
– Retail: Market basket analysis, Customer
relationship management (CRM)
– Finance: Credit scoring, fraud detection
– Manufacturing: Optimization, troubleshooting
– Medicine: Medical diagnosis
– Telecommunications: Quality of service
optimization
– Bioinformatics: Motifs, alignment
– Web mining: Search engines

In order to take well-founded decisions
What is machine learning?

Optimize a performance criterion using
example data or past experience.
– Role of Statistics: Inference from a sample
– Role of Engineering:
• Efficient extraction of features from images, camera,
measurement devices
• Finding the best strategy – similar to control theory
– Role of Computer science: Efficient algorithms to
• Solve the optimization problem
• Representing and evaluating the model for
inference
Brief sketch of some applications
 Association
rules
 Supervised Learning
– Classification
– Regression
 Clustering
 Reinforcement
Learning
 Collaborative recommendation
 Etc...
Learning associations
 Basket
analysis:
P(Y | X) probability that somebody who
buys X also buys Y where X and Y are
products/services.
Example: P(chips | beer) = 0.7
Classification


Example: Credit
scoring
Differentiating
between low-risk
and high-risk
customers from
their income and
savings
Discriminant: IF income > θ1 AND savings > θ2
THEN low-risk ELSE high-risk
Classification: Applications




Aka Pattern recognition
Face recognition: Pose, lighting, occlusion
(glasses, beard), make-up, hair style
Character recognition: Different handwriting
styles
Speech recognition: Temporal dependency
– Use of a dictionary or the syntax of the language
– Sensor fusion: Combine multiple modalities; eg,
visual (lip image) and acoustic for speech

Medical diagnosis: From symptoms to
illnesses
Classification: Face recognition
Training examples of a person
Test images
AT&T Laboratories, Cambridge UK
http://www.uk.research.att.com/facedatabase.html
Regression

Example: Price of a
used car
y = wx + w0

x: car features
y: price
y = g(x, w): model
w: model parameters
Unsupervised learning and
clustering
 Learning
“what normally happens”
 No output (= unsupervised)
 Clustering: Grouping similar instances
 Example applications
– Customer segmentation in CRM
– Image compression: Color
quantization
– Bioinformatics: Learning motifs
Reinforcement learning
 Learning
a policy: A sequence of
outputs
– No supervised output but delayed reward
 Credit
assignment problem
 Game playing
 Robot in a maze
 Multiple agents, partial observability, ...
Introduction to data mining
Why data mining?

The Explosive Growth of Data: from terabytes to
petabytes
– Data collection and data availability
• Automated data collection tools, database systems,
Web, computerized society
– Major sources of abundant data
• Business: Web, e-commerce, transactions, stocks, …
• Science: Remote sensing, bioinformatics, scientific
simulation, …
• Society and everyone: news, digital cameras,

We are drowning in data, but starving for knowledge!
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.)
– Application-oriented DBMS (spatial, scientific, engineering, etc.)

1990s:
– Data mining, data warehousing, multimedia databases, and Web
databases

2000s
– Stream data management and mining
– Data mining and its applications
– Web technology (XML, data integration) and global information
systems
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 large 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”?
– No: Simple search and query processing
– (Deductive) expert systems
Why data mining?– potential applications

Data analysis and decision support
– Market analysis and management
• Target marketing, customer relationship management (CRM),
market basket analysis, cross selling, market segmentation
– Risk analysis and management
• Forecasting, customer retention, improved underwriting, quality
control, competitive analysis
– Fraud detection and detection of unusual patterns (outliers)

Other Applications
– Text mining (news group, email, documents)
– Web mining
– Stream data mining
– Bioinformatics and bio-data analysis
Knowledge discovery process
– Data mining—core of
knowledge discovery
process
Performances Evaluation
Data Mining
Task-relevant Data
Data Warehouse
Data Cleaning
Data Integration
Databases
Selection
KDD methodology
CRISP-DM (1999)
Cross-Industry Standard Process Model
KDD methodology
Business
Knowledge
Specification
Extraction
Audit
Transformation
Modelling
Evaluation
Knowledge Deployment
Presentation
-Map issues to data, gap analysis
-Model data design (Matched modelling techinques, Taregt definition
-Sampling: data history, time period, volume that models can be built and used!)
-Extraction/transformation specification
-Data quality audit
-Data exploration (understanding, first insight for variable selection)
-Data Treatment (missing values, outliers, transformation spec…)
Data consolidation, aggregations  suitable format for modelling
Construct and evaluate as-simple-as-possible models
that render the highest amount of explanatory power
Evaluate the model and its impact on your
business, an ROI analysis
Data Preparation can take 60 – 80% of the time!
-Model implementation
-Real time repeatable applications
How should we
act to derive
value?
KDD process
How do we
evaluate what
we find?
How do we
extract
appropriate
data?
Interpretation/Evaluation
Data Mining
Knowledge
Transformation
Patterns
Preprocessing
How do we
specify what we
need?
How ought we
deliver
discovered
information?
Selection
Preprocess
ed Data
Target Data
Data
Transform
ed Data
KDD process: several key steps

Learning the application domain
– relevant prior knowledge and goals of application

Creating a target data set: data selection

Data cleaning and preprocessing

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

Performance evaluation and knowledge presentation
– visualization, transformation, removing redundant patterns, etc.

Use of discovered knowledge
Data mining and business intelligence
Increasing potential
to support
business decisions
End User
Decision
Making
Data Presentation
Visualization Techniques
Data Mining
Information Discovery
Data Exploration
Statistical exploration, Querying, and Reporting
Business
Analyst
Data
Analyst
Data Preprocessing/Integration, Data Warehouses
Data Sources
Paper, Files, Web documents, Scientific experiments, Database Systems
DBA
Confluence of multiple disciplines
Database
technology
Machine
learning
Pattern
recognition
Statistics
Data Mining
Algorithmics
Visualization
Other
disciplines
Data mining vs statistics
 Roughly
speaking, data mining is
statistical analysis of data performed by
computer science people
 In order to be able to support a wide
variety of fast-growing, innovative,
computer science applications
Why not traditional data analysis?

Tremendous amount of data
– Algorithms must be highly scalable to handle such as terabytes of 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 networks and multi-linked data
– Heterogeneous databases and legacy databases
– Spatial, spatiotemporal, multimedia, text and web data
– Software programs, virtual worlds

New and sophisticated applications
– Small gap between development of techniques and
embedding in software applications
Multi-dimensional view of data mining

Data to be mined
– Relational, data warehouse, transactional, stream, objectoriented/relational, active, spatial, time-series, text, multi-media,
heterogeneous, legacy, WWW

Knowledge to be mined
– Characterization, discrimination, association, classification,
clustering, trend/deviation, outlier analysis, etc.
– Multiple/integrated functions and mining at multiple levels

Techniques utilized
– Database-oriented, data warehouse (OLAP), machine learning,
statistics, visualization, etc

Applications tackled
– Retail, telecommunication, banking, fraud analysis, bio-data
mining, stock market analysis, text mining, Web mining, etc
Data mining: classification schemes

General functionality
– Descriptive data mining
– Predictive data mining

Different views lead to different classifications
– Data view: kinds of data to be mined
– Knowledge view: kinds of knowledge to be
discovered
– Method view: kinds of techniques utilized
– Application view: kinds of applications adapted
Data mining: what kinds of data?

Database-oriented data sets and applications
– Relational database, data warehouse, transactional database

Advanced data sets and advanced applications
– Data streams and sensor data
– Time-series data, temporal data, sequence data (incl. biosequences)
– Structured data, graphs, social networks and multi-linked data
– Object-relational databases
– Heterogeneous databases and legacy databases
– Spatial data and spatiotemporal data
– Multimedia database
– Text databases
– The World-Wide Web
– Virtual worlds
Data mining functionalities

Multidimensional concept description:
Characterization and discrimination
– Generalize, summarize, and contrast data characteristics,
e.g., dry vs. wet regions

Frequent patterns, association, correlation vs.
causality
– Diaper  Beer [0.5%, 75%] (Correlation or causality?)

Classification and prediction
– Construct 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)
– Predict some unknown or missing values
Data Mining Functionalities (2)

Cluster analysis
– Class label is unknown: Group data to form new classes, e.g.,
cluster houses to find distribution patterns
– Maximizing intra-class similarity & minimizing interclass
similarity

Outlier analysis
– Outlier: Data object that does not comply with the general
behavior of the data
– Noise or exception? Useful in fraud detection, rare events
analysis

Trend and evolution analysis
– Trend and deviation: e.g., regression analysis
– Sequential pattern mining: e.g., digital camera  large SD
memory
– Periodicity analysis
– Similarity-based analysis

Etc
Are the “discovered” patterns interesting?

Data mining 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.
Some other pattern mining issues

Precise patterns vs. approximate patterns
– Association and correlation mining: possible find sets of
precise patterns
• But approximate patterns can be more compact and sufficient
• How to find high quality approximate patterns??
– Gene sequence mining: approximate patterns are inherent
• How to derive efficient approximate pattern mining algorithms??

Constrained vs. non-constrained patterns
– Why constraint-based mining?
– What are the possible kinds of constraints? How to push
constraints into the mining process?
Architecture: typical data mining system
Graphical User Interface
Pattern Evaluation
Knowle
dgeBase
Data Mining Engine
Database or Data
Warehouse Server
Data cleaning, transformation, integration, and
selection
Database
Data
warehouse
World-wide
web
Other info
repositories
Some issues in data mining

Mining methodology
– Mining different kinds of knowledge from diverse data types, e.g., bio,
stream, Web
– Performance: efficiency, effectiveness, and scalability
– Pattern evaluation: the interestingness problem
– Incorporation of background knowledge
– Handling noise and incomplete data
– Parallel, distributed and incremental mining methods
– Integration of the discovered knowledge with existing one: knowledge
fusion

User interaction
– Data mining query languages and ad-hoc mining
– Expression and visualization of data mining results
– Interactive mining of knowledge at multiple levels of abstraction

Applications and social impacts
– Domain-specific data mining & invisible data mining
– Protection of data security, integrity, and privacy
Summary

Data mining: Discovering interesting patterns from large
amounts of data

A natural evolution of database technology + statistics, 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.

Data mining systems and architectures

Major issues in data mining
Some practical information
Conferences
International conferences
 KDD,
PKDD
 Knowledge Discovery in Databases
 KDD is organised by ACM
International conferences
 ICDM
 IEEE
International Conference on
Data Mining
 IEEE Computer Society
International conferences
 Closely
related to « Machine
Learning »
 ICML, ECML
 International Conference on Machine
Learning
International conferences
 Closely
related to « pattern
recognition » (from a engineering
perspective)
 ICPR
 International Conference on Pattern
Recognition
 Organised by IAPR
International conferences
 Closely
related to « neural information
processing »
 NIPS
 Neural Information Processing Systems
Conference
Some periodicals
Periodicals

Researchers of the data mining community
typically publish their work in
–
–
–
–
–
–
–
ACM Transactions on Knowledge Discovery form Data
Machine Learning
Journal of Machine Learning Research
Neural Computation
IEEE Transactions on Neural Networks
Pattern Recognition
IEEE Transactions on Pattern Analysis and Machine
Intelligence
– IEEE Transactions on Knowledge and Data
Engineering
– Etc…
Some books
Books

Hastie, Tibshirani & Friedman (2001)
“The elements of statistical learning”.

Mitchell (1997) “Machine learning”.

Webb (2002) “Statistical pattern
recognition, 2nd ed”.
Books

Bishop (1995) “Neural networks for
pattern recognition”.

Theodoridis & Koutroumbas (2005)
“Pattern recognition, 3nd ed”

Cornuéjols & Miclet (2002)
“Apprentissage artificiel”.
Books

Duda, Hart & Stork (2001) “Pattern
classification”.

Ripley (1996) “Pattern recognition
and neural networks”.

Bishop (2006) “Pattern recognition
and machine learning”.
Books

Alpaydin (2004) “Introduction to
machine learning”.

Han & Kamber (2006) “Data mining.
Concepts and techniques, 2nd ed”.

Tan, Steinbach & Kumar (2005)
“Introduction to data mining”.
More books…
Alpaydin (2004), “Introduction to machine learning”. MIT Press.
Bardos (2001), "Analyse discriminante. Application au risque et scoring financier. Dunod.
Bishop (1995), "Neural networks for pattern recognition". Clarendon Press.
Bishop (2006), “Pattern recognition and machine learning”. Springer-Verlag.
Bouroche & Saporta (1983), "L'analyse des données". Que Sais-je.
Cornuéjols & Miclet (2002), "Apprentissage artificiel. Concepts et algorithmes". Eyrolles.
Duda, Hart & Stork (2001), "Pattern classification, 2nd ed". John Wiley & Sons.
Dunham (2003), "Data mining. Introductory and advanced topics". Prentice-Hall.
Greenacre (1984), "Theory and applications of correspondence analysis". Academic Press.
Han & Kamber (2006), "Data mining: Concepts and techniques, 2nd ed". Morgan Kaufmann.
Hand (1981), "Discrimination and classification". John Wiley & Sons.
Hardle & Simar (2003), "Applied multivariate statistical analysis". Springer-Verlag. Disponible à
http://www.quantlet.com/mdstat/scripts/mva/htmlbook/mvahtml.html
Hastie, Tibshirani & Friedman (2001), "The elements of statistical learning". Springer-Verlag.
Johnson & Wichern (2002), "Applied multivariate statistical analysis, 5th ed". Prentice-Hall.
Lebart, Morineau & Piron (1995), "Statistique exploratoire multidimensionnelle". Dunod.
Mitchell (1997), "Machine learning". McGraw-Hill.
Naim, Wuillemin, Leray, Pourret & Becker (2004), “Réseaux bayesiens”. Editions Eyrolles.
Nilsson (1998), “Artificial intelligence: A new synthesis”. Morgan Kaufmann.
Ripley (1996), "Pattern recognition and neural networks". Cambridge University Press.
Rosner (1995), "Fundamentals of biostatistics, 4th ed".Wadsworth Publishing Company.
Saporta (1990), "Probabilités, analyse des données et statistique". Editions Technip.
Tan, Steinbach & Kumar (2005), “Introduction to data mining”. Addison Wesley.
Theodoridis & Koutroumbas (2006), "Pattern recognition, 3nd ed". Academic Press.
Therrien (1989), "Decision, estimation and classification". Wiley & Sons.
Venables & Ripley (2002), "Modern applied statistics with S. Springer-Verlag.
Wasserman (2004), “All of statistics”. Springer.
Webb (2002), "Statistical pattern recognition, 2nd ed". John Wiley and Sons.
Some softwares
Softwares
 SAS/Enterprise
Miner
 You benefit from the full power of
SAS
– SAS/Stat, Base, Graph, etc
 Highly
scalable
 Quite complete, but expensive
Softwares/SAS EM
Softwares


SPSS/Clementine
One of the first specific data mining software
– Less scalable than SAS
– Less expensive

Same look and feel as SAS/EM
– Palette with icons
– Drag & drop of models
– Data flux
Softwares/SPSS
Softwares
 StatSoft/DataMiner
 Released
recently
 Relies on Statistica
 Same look and feel
Softwares/StatSoft
Softwares



Insightful Miner
Relies on S-Plus
Same look and feel
Softwares/Insightful
Softwares

IBM/DB2 Intelligent Miner
– One of the first on the market
– Quite impressive for data visualisation

KXEN
– A newcomer
– Quite controversial
– A bit “Black Box”
Softwares


Of course, you do not need a specific data
mining product in order to do data mining
Statistical softwares integrate data mining
techniques as well
–
–
–
–
–
S-Plus
R
SAS/JMP
Stata
Etc…
Open source softwares

WEKA
– www.cs.waikato.ac.nz/~ml/weka/
– Data mining techniques implemented in Java

Pentaho (integrates WEKA)
– www.pentaho.com
– BI open source suite

R
– www.r-project.org
– Statistical software including data mining techniques

Orange
– http://www.ailab.si/orange
– Data mining tool in Python