Download Chapter 10 Link Analysis

Chapter 10
Link Analysis
Data Mining Techniques So Far…
• Chapter 5 – Statistics
• Chapter 6 – Decision Trees
• Chapter 7 – Neural Networks
• Chapter 8 – Nearest Neighbor Approaches: MemoryBased Reasoning and Collaborative Filtering
• Chapter 9 – Market Basket Analysis and Association
Rules
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Introduction
• Airline Route Maps are useful
• Hyperlinks were revolutionary
– Apple’s HyperCard (Bill Atkinson)
• Claim that there are no more than 6 degrees of
separation between any two people on the
planet
• Link Analysis is the data mining technique that
addresses relationships and connections
• Link Analysis is based on Graph Theory
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Introduction
• As you would expect, Link Analysis has its
limitations as a DM technique also
• However, quite effective in these and
similar situations
– Identifying authoritative sources of information
on the WWW by analyzing page links
– Understanding physician referral patterns
– Analyzing telephone call patterns
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Basic Graph Theory
• Graphs are an
abstraction used to
represent relationships
• Graphs consist of
– Nodes (vertices) which are
the things in the graph that
have relationships
– Edges are pairs of nodes
connected by a relationship
• Visualization is a key
characteristic of a graph
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Basic Graph Theory
• A path is an ordered
sequence of nodes
connected by edges
– Flight Segments (legs)
such as LA – Denver –
Boston
• A weighted graph is one
in which the edges have
weights associated with
them
– Example: Weights support
the association between
two products being
purchased together
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Graph Theory Classic Problems
1. Finding a path in the
graph that visits every
edge exactly one time
(Seven Bridges – edges
are bridges and nodes
are land)
2. Finding the shortest path
that visits the nodes in
the graph exactly one
time (Traveling
Salesman)
– Completely connected
graph with n nodes has n!
(n factorial) unique paths
that contain all nodes (5! =
5 * 4 * 3 * 2 * 1 = 120)
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Directed vs Undirected Graphs
• Undirected graphs – edges
between nodes go in both
directions (A to B; B to A)
• Directed graphs – edges between
nodes only go in one direction (A to
B is different than B to A)
– Ex: WWW
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Google – Directed Graph Example
• Web pages = nodes
• Hyperlinks = edges
• Spiders & Web
crawlers updating
• Kleinberg’s Algorithm
– Hub – a page that
links to many
authorities
– Authority – a page that
is linked to by many
hubs
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Google – example continued
• Authority versus mere
popularity
– Rank by number of unrelated
sites linking to a site yields
popularity
– Rank by number of subjectrelated hubs that point to
them yields authority
– Helps to overcome the
situation that often arises in
popularity where the real
authority (eg Home Page) is
ranked lower because of lack
of popularity of links to it
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Examples of Link Analysis
• Recent Int’l Data Mining Conference
– http://www.siam.org/meetings/sdm04/
• Chapter10-Example1.pdf
• Chapter10-Example2.pdf
• Chapter10-Example3.pdf
• Megaputer (PolyAnalyst vendor) page:
– http://www.megaputer.com/products/pa/algorithms/la.php3
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End of Chapter 10
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