BITS WASE Datamining 2015 Session 9 PDF

DATA MINING
Recommender Systems, Fraud Detection,

Sentiment Analysis, Applications
Lecture Notes- Session 9
Presented By
Dr K SATYANARAYAN REDDY
31 December 2015
BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy
Contents
Recommender Systems
Fraud Detection
Sentiment Analysis
Applications and Trends in Data Mining
Recommender System
E.g. music, books and movies

In eCommerce recommend items
In eLearning recommend content
In search and navigation recommend links
Use items as generic term for what is recommended

Help people (customers, users) make decisions
Recommendation is based on preferences
Of an individual
Of a group or community
31 December 2015
Types of Recommender Systems

Content-Based (CB) use personal preferences to
match and filter items
E.g. what sort of books do I like?
Collaborative Filtering (CF) match `like-minded people
E.g. if two people have similar taste they can
recommend items to each other
Social Software the recommendation process is
supported but not automated
E.g. Weblogs provide a medium for recommendation
Social Data Mining Mine log data of social activity to
learn group preferences
E.g. web usage mining
We concentrate on CB and CF
31 December 2015
Content-Based Recommenders
Find me things that I liked in the past.
Machine learns preferences through user
feedback and builds a user profile
Explicit feedback user rates items
Implicit feedback system records user activity
Clicksteam data classified according to page category
and activity, e.g. browsing a product page
Time spent on an activity such as browsing a page
Recommendation is viewed as a search process,

with the user profile acting as the query and the
set of items acting as the documents to match.
31 December 2015
Collaborative Filtering
Match people with similar interests as a

basis for recommendation.
1) Many people must participate to make it likely
that a person with similar interests will be found.
2) There must be a simple way for people to
express their interests.
3) There must be an efficient algorithm to match
people with similar interests.
31 December 2015
How does CF Work?

Users rate items user interests recorded. Ratings
may be:
Explicit, e.g. buying or rating an item
Implicit, e.g. browsing time, no. of mouse clicks
Nearest neighbour matching used to find people with

similar interests
Items that neighbours rate highly but that you have
not rated are recommended to you
User can then rate recommended items
31 December 2015
Example of CF MxN Matrix

with M users and N items
(An empty cell is an unrated item)
Items /
Users
Alex
Data
Mining
George
Mark
Peter
31 December 2015
Search Data
Engines Bases
XML
4
4
2
4
Challenges for CF
Sparsity problem when many of the items have not
been rated by many people, it may be hard to find like
minded people.
First rater problem what happens if an item has not
been rated by anyone.
Privacy problems.
Can combine CF with CB recommenders
Use CB approach to score some unrated items.
Then use CF for recommendations.
Serendipity - recommend to me something I do not know
already
Oxford dictionary: the occurrence and development of
by chance
in a 9happy
beneficial
way.
31 December 2015events
BITS WASE
Data Minig Session
(2015) By or
Dr. K.
Satyanarayan Reddy
Fraud Detection
Identify wrongful actions
Is right and wrong universal?
If so, why not just prevent wrong actions
Identify actions by the wrong people

Identify suspect actions
Legal
But probably not right
31 December 2015
10
In Data Mining terms

Classification?
Classify into fraudulent and non-fraudulent
behavior
What do we need to do this?
Outlier Detection
Assume non-fraudulent behavior is normal
Find the exceptions
Problems
31 December 2015
11
Solution: Differential Profiling

Determine individual behavior
What is normal for the individual
What separates one individual from another
Gives profile of individual behavior

How do we do this
31 December 2015
12
Scaling Issues
What happens with millions of users?
Credit card
Cell phone
What about new users?

Ideas?
31 December 2015
13
Multi-user profiles
Cluster users
Develop profiles for clusters
E.g., differential profiling
Old customers: Do they match profile for their

cluster?
Allows wider range of acceptable behavior
New customer: Do they match any profile?
31 December 2015
14
Sentiment Analysis
Sentiment
A thought, view, or attitude, especially one based
mainly on emotion instead of reason
Sentiment Analysis
aka opinion mining
use of natural language processing (NLP) and
computational techniques to automate the
extraction or classification of sentiment from
typically unstructured text
31 December 2015
15
Motivation
Consumer information
Product reviews
Marketing
Consumer attitudes
Trends
Politics
Politicians want to know voters views
Voters want to know policitians stances and who else supports them
Social
Find like-minded individuals or communities
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16
Problem
Which features to use?
Words (unigrams)
Phrases/n-grams
Sentences
How to interpret features for sentiment

detection?
Bag of words (IR)
Annotated lexicons (WordNet, SentiWordNet)
Syntactic patterns
Paragraph structure
31 December 2015
17
Challenges
Harder than topical classification, with which
bag of words features perform well
Must consider other features due to
Subtlety of sentiment expression
irony
expression of sentiment using neutral words
Domain/context dependence
words/phrases can mean different things in different
contexts and domains
Effect of syntax on semantics

31 December 2015
18
Approaches
Machine learning
Nave Bayes
Maximum Entropy Classifier
SVM
Markov Blanket Classifier
Accounts for conditional feature dependencies
Allowed reduction of discriminating features from
thousands of words to about 20 (movie review domain)
Unsupervised methods
Use lexicons
31 December 2015
19

Data mining applications
Data mining system products and research
prototypes
Additional themes on data mining

Social impacts of data mining
Trends in data mining
Summary
31 December 2015
20
Data Mining Applications

Data mining is an interdisciplinary field with wide
and diverse applications
There exist nontrivial gaps between data
mining principles and domain-specific
applications
Some application domains
Financial data analysis
Retail industry
Telecommunication industry
Biological data analysis
31 December 2015
21
Data Mining for Financial Data Analysis

Financial data collected in banks and financial institutions
are often relatively complete, reliable, and of high quality
Design and construction of data warehouses for
multidimensional data analysis and data mining
View the debt and revenue changes by month, by
region, by sector, and by other factors
Access statistical information such as max, min, total,
average, trend, etc.
Loan payment prediction/consumer credit policy analysis
feature selection and attribute relevance ranking
Loan payment performance
Consumer credit rating
31 December 2015
22
Financial Data Mining

Classification and clustering of customers for targeted
marketing
multidimensional segmentation by nearest-neighbor,
classification, decision trees, etc. to identify customer
groups or associate a new customer to an appropriate
customer group
Detection of money laundering and other financial crimes
integration of from multiple DBs (e.g., bank
transactions, federal/state crime history DBs)
Tools: data visualization, linkage analysis,
classification, clustering tools, outlier analysis, and
sequential pattern analysis tools (find unusual access
sequences)
31 December 2015
23
Data Mining for Retail Industry

Retail industry: huge amounts of data on sales, customer
shopping history, etc.
Applications of retail data mining
Identify customer buying behaviors
Discover customer shopping patterns and trends
Improve the quality of customer service
Achieve better customer retention and satisfaction
Enhance goods consumption ratios
Design more effective goods transportation and
distribution policies
31 December 2015
24
Data Mining in Retail Industry (2)

Ex. 1. Design and construction of data warehouses based
on the benefits of data mining
Multidimensional analysis of sales, customers, products,
time, and region
Ex. 2. Analysis of the effectiveness of sales campaigns
Ex. 3. Customer retention: Analysis of customer loyalty
Use customer loyalty card information to register
sequences of purchases of particular customers
Use sequential pattern mining to investigate changes in
customer consumption or loyalty
Suggest adjustments on the pricing and variety of goods
Ex. 4. Purchase recommendation and cross-reference of
items
31 December 2015
25
Data Mining for Telecomm. Industry (1)

A rapidly expanding and highly competitive industry and
a great demand for data mining
Understand the business involved

Identify telecommunication patterns
Catch fraudulent activities
Make better use of resources

Improve the quality of service
Multidimensional analysis of telecommunication data
Intrinsically multidimensional: calling-time, duration,

location of caller, location of callee, type of call, etc.
31 December 2015
26
Data Mining for Telecomm. Industry (2)

Fraudulent pattern analysis and the identification of unusual patterns
Identify potentially fraudulent users and their atypical usage
patterns
Detect attempts to gain fraudulent entry to customer accounts
Discover unusual patterns which may need special attention
Multidimensional association and sequential pattern analysis

Find usage patterns for a set of communication services by
customer group, by month, etc.
Promote the sales of specific services
Improve the availability of particular services in a region
Use of visualization tools in telecommunication data analysis
31 December 2015
27
Biomedical Data Analysis

DNA sequences: 4 basic building blocks (nucleotides):
adenine (A), cytosine (C), guanine (G), and thymine (T).
Gene: a sequence of hundreds of individual nucleotides
arranged in a particular order
Humans have around 30,000 genes
Tremendous number of ways that the nucleotides can be
ordered and sequenced to form distinct genes
Semantic integration of heterogeneous, distributed
genome databases
Current: highly distributed, uncontrolled generation and
use of a wide variety of DNA data
Data cleaning and data integration methods developed
in data mining will help
31 December 2015
28
DNA Analysis: Examples

Similarity search and comparison among DNA sequences
Compare the frequently occurring patterns of each class (e.g.,
diseased and healthy)
Identify gene sequence patterns that play roles in various diseases
Association analysis: identification of co-occurring gene sequences
Most diseases are not triggered by a single gene but by a
combination of genes acting together
Association analysis may help determine the kinds of genes that
are likely to co-occur together in target samples
Path analysis: linking genes to different disease development stages
Different genes may become active at different stages of the
disease
Develop pharmaceutical interventions that target the different
stages separately
Visualization tools and genetic data analysis
31 December 2015
29

prototypes

Summary
31 December 2015
30
How to Choose a Data Mining System?

Commercial data mining systems have little in common
Different data mining functionality or methodology
May even work with completely different kinds of data
sets
Need multiple dimensional view in selection
Data types: relational, transactional, text, time sequence,
spatial?
System issues
running on only one or on several operating systems?
a client/server architecture?
Provide Web-based interfaces and allow XML data as
input and/or output?
31 December 2015
31
How to Choose a Data Mining System? (2)

Data sources
ASCII text files, multiple relational data sources
support ODBC connections (OLE DB, JDBC)?

Data mining functions and methodologies
One vs. multiple data mining functions
One vs. variety of methods per function
More data mining functions and methods per function provide
the user with greater flexibility and analysis power
Coupling with DB and/or data warehouse systems
Four forms of coupling: no coupling, loose coupling, semitight
coupling, and tight coupling
Ideally, a data mining system should be tightly coupled with a
database system
31 December 2015
32
How to Choose a Data Mining System? (3)

Scalability
Row (or database size) scalability
Column (or dimension) scalability
Curse of dimensionality: it is much more challenging to
make a system column scalable that row scalable
Visualization tools
A picture is worth a thousand words
Visualization categories: data visualization, mining
result visualization, mining process visualization, and
visual data mining
Data mining query language and graphical user interface
Easy-to-use and high-quality graphical user interface
Essential for user-guided, highly interactive data
mining
31 December 2015
33
Examples of Data Mining Systems (1)

Mirosoft SQLServer 2005
Integrate DB and OLAP with mining
Support OLEDB for DM standard
SAS Enterprise Miner
A variety of statistical analysis tools
Data warehouse tools and multiple data mining
algorithms
IBM Intelligent Miner
A wide range of data mining algorithms
Scalable mining algorithms
Toolkits: neural network algorithms, statistical methods,
data preparation, and data visualization tools
Tight integration with IBM's DB2 relational database
system
31 December 2015
34
Examples of Data Mining Systems (2)

SGI MineSet
Multiple data mining algorithms and advanced
statistics
Advanced visualization tools
Clementine (SPSS)
An integrated data mining development
environment for end-users and developers
Multiple data mining algorithms and
visualization tools
31 December 2015
35

prototypes

Summary
31 December 2015
36
Visual Data Mining

Visualization: use of computer graphics to create visual
images which aid in the understanding of complex, often
massive representations of data
Visual Data Mining: the process of discovering implicit but
useful knowledge from large data sets using visualization
techniques
Computer
Graphics
Multimedia
Systems
High Performance
Computing
31 December 2015
Human
Computer
Interfaces
Pattern
Recognition
37
Visualization
Purpose of Visualization
Gain insight into an information space by mapping data
onto graphical primitives
Provide qualitative overview of large data sets
Search for patterns, trends, structure, irregularities,
relationships among data.
Help find interesting regions and suitable parameters for
further quantitative analysis.
Provide a visual proof of computer representations derived
31 December 2015
38
Visual Data Mining & Data Visualization

Integration of visualization and data mining
data visualization
data mining result visualization
data mining process visualization
interactive visual data mining
Data visualization
Data in a database or data warehouse can be
viewed at different levels of abstraction
as different combinations of attributes or dimensions
Data can be presented in various visual forms

31 December 2015
39
Data Mining Result Visualization

Presentation of the results or knowledge
obtained from data mining in visual forms
Examples
Scatter plots and boxplots (obtained from descriptive data mining)
Decision trees
Association rules
Clusters
Outliers
Generalized rules
31 December 2015
40
Data Mining Process Visualization

Presentation of the various processes of
data mining in visual forms so that users
can see
Data extraction process
Where the data is extracted
How the data is cleaned, integrated, preprocessed, and mined
Method selected for data mining
Where the results are stored

How they may be viewed
31 December 2015
41
Visualization of Data Mining

Processes by Clementine
See your solution
discovery
process clearly
Understand
variations with
visualized data
31 December 2015
42
Interactive Visual Data Mining

Using visualization tools in the data mining
process to help users make smart data
mining decisions
Example
Display the data distribution in a set of attributes using colored
sectors or columns (depending on whether the whole space is
represented by either a circle or a set of columns)
Use the display to which sector should first be selected for

classification and where a good split point for this sector may be
31 December 2015
43
Audio Data Mining

Uses audio signals to indicate the patterns of data or the features of
data mining results
An interesting alternative to visual mining
An inverse task of mining audio (such as music) databases which is
to find patterns from audio data
Visual data mining may disclose interesting patterns using graphical
displays, but requires users to concentrate on watching patterns
Instead, transform patterns into sound and music and listen to
pitches, rhythms, tune, and melody in order to identify anything
interesting or unusual
31 December 2015
44

prototypes

Summary
31 December 2015
45
Scientific and Statistical Data Mining (1)

There are many well-established statistical techniques for data analysis,
particularly for numeric data
applied extensively to data from scientific experiments and data from
economics and the social sciences
Regression
predict the value of a response
(dependent) variable from one or more
predictor (independent) variables where
the variables are numeric
forms of regression: linear, multiple,

weighted, polynomial, nonparametric, and
robust
31 December 2015
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Generalized linear models
allow a categorical response variable
(or some transformation of it) to be
related to a set of predictor variables
similar to the modeling of a numeric
response variable using linear
regression
include logistic regression and Poisson
regression
Mixed-effect models
For analyzing grouped data, i.e. data that can be classified according to one
or more grouping variables
Typically describe relationships between a response variable and some

covariates in data grouped according to one or more factors
31 December 2015
47

Regression trees
Binary trees used for classification
and prediction
Similar to decision trees:Tests are
performed at the internal nodes
In a regression tree the mean of the
objective attribute is computed and
used as the predicted value
Analysis of variance
Analyze experimental data for two
or more populations described by a
numeric response variable and one
or more categorical variables
(factors)
31 December 2015
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Factor analysis
determine which variables are
combined to generate a given
factor
e.g., for many psychiatric data, one
can indirectly measure other
quantities (such as test scores) that
reflect the factor of interest
Discriminant analysis
predict a categorical response
variable, commonly used in social
science
Attempts to determine several
discriminant functions (linear
combinations of the independent
variables) that discriminate among
the groups defined by the response
variable
www.spss.com/datamine/factor.htm
31 December 2015
49

Time series: many methods such as autoregression, ARIMA
(Autoregressive integrated moving-average modeling), long
memory time-series modeling
Quality control: displays group summary charts
Survival Analysis
predicts the probability
that a patient undergoing
a medical treatment
would survive at least to
time t (life span
prediction)
31 December 2015
50
Theoretical Foundations of Data Mining (1)

Data reduction
The basis of data mining is to reduce the data
representation
Trades accuracy for speed in response
Data compression
The basis of data mining is to compress the given data
by encoding in terms of bits, association rules, decision
trees, clusters, etc.
Pattern discovery
The basis of data mining is to discover patterns
occurring in the database, such as associations,
classification models, sequential patterns, etc.
31 December 2015
51
Theoretical Foundations of Data Mining (2)

Probability theory
The basis of data mining is to discover joint probability
distributions of random variables
Microeconomic view
A view of utility: the task of data mining is finding
patterns that are interesting only to the extent in that
they can be used in the decision-making process of
some enterprise
Inductive databases
Data mining is the problem of performing inductive logic
on databases,
The task is to query the data and the theory (i.e.,
patterns) of the database
Popular among many researchers in database systems
31 December 2015
52
Data Mining and Intelligent Query Answering
A general framework for the integration of

data mining and intelligent query answering
Data query: finds concrete data stored in a
database; returns exactly what is being asked
Knowledge query: finds rules, patterns, and other
kinds of knowledge in a database
Intelligent (or cooperative) query answering: analyzes
the intent of the query and provides generalized,
neighborhood or associated information relevant to
the query
31 December 2015
53

prototypes

Summary
31 December 2015
54
Is Data Mining a Hype or Will It Be Persistent?
Data mining is a technology

Technological life cycle
Innovators
Early adopters
Chasm
Early majority
Late majority
Laggards
31 December 2015
55
Life Cycle of Technology Adoption
Data mining is at Chasm!?

Existing data mining systems are too generic
Need business-specific data mining solutions
and smooth integration of business logic with
data mining functions
31 December 2015
56
Data Mining: Managers' Business or Everyone's?

Data mining will surely be an important tool for managers
decision making
Bill Gates: Business @ the speed of thought
The amount of the available data is increasing, and data
mining systems will be more affordable
Multiple personal uses
Mine your family's medical history to identify
genetically-related medical conditions
Mine the records of the companies you deal with
Mine data on stocks and company performance, etc.
Invisible data mining
Build data mining functions into many intelligent tools
31 December 2015
57
Social Impacts: Threat to Privacy and Data

Security?
Is data mining a threat to privacy and

data security?
Big Brother, Big Banker, and Big Business are
carefully watching you
Profiling information is collected every time
credit card, debit card, supermarket loyalty card, or
frequent flyer card, or apply for any of the above
You surf the Web, rent a video, fill out a contest entry
form,
You pay for prescription drugs, or present you medical
care number when visiting the doctorCollection of
personal data may be beneficial for companies and
consumers, there is also potential for misuse
Medical Records, Employee Evaluations, etc.
31 December 2015
58
Protect Privacy and Data Security

Fair information practices
International guidelines for data privacy protection
Cover aspects relating to data collection, purpose, use,
quality, openness, individual participation, and
accountability
Purpose specification and use limitation
Openness: Individuals have the right to know what
information is collected about them, who has access to
the data, and how the data are being used
Develop and use data security-enhancing

techniques
Blind signatures
Biometric encryption
Anonymous databases
31 December 2015
59

prototypes

Summary
31 December 2015
60
Trends in Data Mining (1)

Application exploration
development of application-specific data mining system
Invisible data mining (mining as built-in function)
Scalable data mining methods
Constraint-based mining: use of constraints to guide data
mining systems in their search for interesting patterns
Integration of data mining with database systems, data
warehouse systems, and Web database systems
Invisible data mining
31 December 2015
61
Trends in Data Mining (2)

Standardization of data mining language
A standard will facilitate systematic development,
improve interoperability, and promote the education
and use of data mining systems in industry and society
Visual data mining
New methods for mining complex types of data
More research is required towards the integration of
data mining methods with existing data analysis
techniques for the complex types of data
Web mining
Privacy protection and information security in data mining
31 December 2015
62

prototypes

Summary
31 December 2015
63
Summary
Domain-specific applications include biomedicine (DNA), finance, retail
and telecommunication data mining
There exist some data mining systems and it is important to know their
power and limitations
Visual data mining include data visualization, mining result
visualization, mining process visualization and interactive visual mining

There are many other scientific and statistical data mining methods
developed but not covered in this book
Also, it is important to study theoretical foundations of data mining
Intelligent query answering can be integrated with mining
It is important to watch privacy and security issues in data mining
31 December 2015
64
THANK YOU
31 December 2015
65
Additional Material on Fraud

Detection
Courtesy: Purdue University
31 December 2015
66
What is Fraud Detection?

Identify wrongful actions
Is right and wrong universal?
If so, why not just prevent wrong actions
Identify actions by the wrong people

Identify suspect actions
Legal
But probably not right
In Data Mining terms

Classification?
Classify into fraudulent and non-fraudulent
behavior
What do we need to do this?
Outlier Detection
Assume non-fraudulent behavior is normal
Find the exceptions
Problems?
Solution: Differential Profiling

Determine individual
behavior
What is normal for the
individual
What separates one
individual from another
Gives profile of
individual behavior
How do we do this?
Classification
Mining
Profile
Profile
Profile
Has this been done?

Intrusion Detection (Lane&Brodley)
Profiled computer users based on command
sequences
Command
Some (but not all) argument information
Sequence information
Results
Accuracy
Time to Alarm
Scaling Issues
What happens with millions of users?
Credit card
Cell phone
What about new users?

Ideas?
Multi-user profiles
Cluster users
Develop profiles for clusters
E.g., differential profiling
Old customers: Do they match profile for their

cluster?
Allows wider range of acceptable behavior
New customer: Do they match any profile?
Data mining
for detection and
prevention
Matching known fraud/non-compliance

Which new cases are similar to known cases?
How can we define similarity?
How can we rate or score similarity?
Anomalies and irregularities

How can we detect anomalous or unusual
behavior?
What do we mean by usual?
Can we rate or score cases on their degree of
anomaly?
Techniques used to identify fraud

Predict and Classify
Regression algorithms
(predict numeric outcome):
neural networks, CART,
Regression, GLM
Classification algorithms
(predict symbolic
outcome): CART, C5.0,
logistic regression
Group and Find

Associations
Clustering/Grouping
algorithms: Kmeans, Kohonen,
2Step, Factor
analysis
Association
algorithms: apriori,
GRI, Capri,
Sequence
Techniques for finding fraud:
Predict the expected value

for a claim, compare that
with the actual value of the
claim.
Those cases that fall far
outside the expected range
should be evaluated more
closely

Decision Trees and Rules
Build a profile of the
characteristics of
fraudulent behavior.
Pull out the cases
that meet the historical
characteristics of
fraud.

Clustering and Associations
Group behavior
using a clustering
algorithm
Find groups of
events using the
association
algorithms
Identify outliers
and investigate
Fraud detection using CRISP-DM

Provides a systematic way to
detect fraud and abuse
Ensures auditing and
investigative efforts are
maximized
Continually assesses and
updates models to identify new
emerging fraud patterns
Leads to higher recoupments
Data Mining in
action: Fraud,
waste and abuse
case studies
Payment Error Prevention

The US Health Care Finance
Administration needed to isolate the
likely causes of payment error by
developing a profile of acceptable
billing practices and...
used this information to focus

their auditing effort
Payment error prevention solution

Clementine
Using audited discharge records, built profiles of appropriate
decisions such as diagnosis coding and admission
Matched new cases
Cases not matching are audited
Payment error prevention results

Detected 50% of past incorrect payments resulting in
significant recovery of funding lost to payment errors
PRO analysts able to use resultant Clementine models to
prevent future error
Billing and payment fraud

The US Defense Finance and
Accounting Service needed to
find fraud in millions of Dept of
Defense transactions and...
Identified suspicious cases to

focus investigations
Billing and payment fraud solution

Clementine
Detection models based on known fraud patterns
Analyzed all transactions scored based on similarity to
these known patterns
High scoring transactions flagged for investigation
Billing and payment fraud results

Identified over 1,200 payments for further investigation
Integrated the detection process
Anomaly detection methods (e.g., clustering) will serve as
sentinel systems for previously undetected fraud patterns
Audit selection
The Washington State
Department of Revenue
needed to detect erroneous
tax returns and...
Focused audit investigations on

cases with the highest likely
adjustments
Audit selection solution

Clementine
Using previously audited returns
Model adjustment (recovery) per auditor hour
based on return information
Models will then score future returns showing
highest potential adjustment
Audit selection results

Maximizes auditors time by
focusing on cases likely to yield
the highest return
Closes the tax gap
Data mining - key to detecting and

preventing fraud, waste and abuse
Learn from the past
High quality, evidence based decisions
Predict
Prevent future instances
React to changing circumstances

Models kept current, from latest data

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DATA MINING

Recommender Systems, Fraud Detection,

Lecture Notes- Session 9

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

E.g. music, books and movies

Use items as generic term for what is recommended

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Types of Recommender Systems

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Recommendation is viewed as a search process,

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Match people with similar interests as a

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

How does CF Work?

Nearest neighbour matching used to find people with

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Example of CF MxN Matrix

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Identify actions by the wrong people

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

In Data Mining terms

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Solution: Differential Profiling

Gives profile of individual behavior

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

What about new users?

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Old customers: Do they match profile for their

New customer: Do they match any profile?

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

How to interpret features for sentiment

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Effect of syntax on semantics

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Applications and Trends in Data Mining

Additional themes on data mining

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Data Mining Applications

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Data Mining for Financial Data Analysis

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Financial Data Mining

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Data Mining for Retail Industry

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Data Mining in Retail Industry (2)

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Data Mining for Telecomm. Industry (1)

Understand the business involved

Make better use of resources

Intrinsically multidimensional: calling-time, duration,

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Data Mining for Telecomm. Industry (2)

Multidimensional association and sequential pattern analysis

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Biomedical Data Analysis

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

DNA Analysis: Examples

BITS WASE Data Minig Session 9 (2015) By Dr. K. Satyanarayan Reddy

Applications and Trends in Data Mining