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Transcript
Something Interesting and Horrible about DATA
MINING!
TEAM 17: Agoritsa Polyzou & Mo Sun
Do you
playing
It isenjoy
spying
onyour
smart phone?
YOU !
2
Nowadays, credit cards, smart phones, social
media updates, google search are getting more
and more popular. We couldn’t live without them.
But how many of you realize that these products
are not only helping, but also spying on our
personal data?
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Four types of patterns:
1. Clustering
2. Classification
3. Outlier Detection
4. Association Analysis
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Clustering
Cluster analysis or clustering is the task of
grouping a set of objects in such a way that
objects in the same group are more similar to
each other than to those in other groups.
Classification
Classification is the problem of identifying to
which of a set of categories a new observation
belongs, on the basis of a training set of data
containing observations (or instances) whose
category membership is known.
Classification
Outlier Detection
An outlier is an observation point that is distant
from other observations. An outlier may be due
to variability in the measurement or it may
indicate experimental error.
Outliers may be considered as errors or noise,
OR they may carry important information!!!
Association Analysis
Association analysis is intended to identify
strong rules discovered in databases using
different measures of interestingness.
While watching, think about …
Which pattern families are used???
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embed the video here
http://www.youtube.com/watch?v=f2Kji24833Y
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Examples from the video:
Pregnant women tend to buy some specific
products
Social media pop-up ads
Supermarkets receipts ads
“Sign up for XX.com”=
“Selling your personal info”
—> Will be bought by some third party
companies
Surveys (with gifts) = Market
Research
—> Customers will get more “interested”
ads
………..
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Applications track users’ personal info examples:
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Do you believe this?
TRUE STORY
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References
1. http://daily.bhaskar.com/article/GAD-beware-these-apps-can-steal-your-personal-information4151445-PHO.html?seq=1
2. http://www.webpronews.com/android-apps-found-stealing-personal-information-2012-04
3. http://www.thegadgetmasters.com/2013/03/06/iphone-apps-steal-more-user-data-than-android-appsreport/
4. http://en.wikipedia.org/wiki/Cluster_analysis
5. http://en.wikipedia.org/wiki/Statistical_classification
6. http://en.wikipedia.org/wiki/Outlier
7. http://www.youtube.com/watch?v=f2Kji24833Y
8. Chapter 6, Introduction to Data Mining, P.N. Tan, M. Steinbach, V. Kumar
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Thanks for listening
&
Happy Thanks(for)giving(your information)
Team 17: Agoritsa Polyzou & Mo Sun
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