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Data Warehousing

and Data Mining


Lecture 1 Introduction

CITS3401 Wei Liu School of Computer Faculty of Engineering,


CITS5504 Science and Software Computing and
Engineering Mathematics

Acknowledgement: The Lecture Slides are adapted from the original slides from Han’s textbook.
Administrative

• Unit Coordinator & Lecturer


– Dr. Wei Liu
• Email: wei.liu@uwa.edu.au
• Office: CSSE Room 2.18
• Phone: 64883095

• The Unit Materials are for both CITS3401 and CITS5504


– CITS3401 Bachelor of Science (Data Science Major)
– CITS5504 Master of Information Technology

• Common Lecture Hours:


– TUESDAYS 10:00 – 11:45am

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CITS3401 and CITS5504

• Common Consultation Hour:


– Tuesdays 2:00-3:00pm (Walk in - No appointment)
– Find me either in CSSE Room 2.18 or Lab 2.01

• Common Teaching Material


– Lecture slides, lab sheets and projects

• Different websites
– http://teaching.csse.uwa.edu.au/units/CITS3401
– http://teaching.csse.uwa.edu.au/units/CITS5504

• Different Lab Sessions (from Week 2 onward):


– CITS3401: Tuesdays 2:00-4:00pm Dr. Syed Mohammed Shamsul Islam
(Shams)
– CITS5504: Mondays 9:00-11:00am Dr. Wei Liu

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Common Assessment Structures

• Two projects : 20% each


– An analysis of a business scenario through an OLAP tool.
• We will be using an excel plug-in JEDOX for Data Warehousing Project.
– http://www.jedox.com/en/services/downloads
– An analysis of a data mining and exploration problem using WEKA.
• Weka is a collection of machine learning algorithms for data mining tasks.
The algorithms can either be applied directly to a dataset or called from your
own Java Code
• http://www.cs.waikato.ac.nz/ml/weka/

• Mid-semester Test: 10%


– at the lecture venue after the study break

• Final Examination: 50%

• Project Specifications and Instructions will be available on the


course website.

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Text Book and Recommend Readings

• Course Text Book:


– Data Mining: Concepts and Techniques
• 2nd ed., Jiawei Han and Micheline Kamber- 2006
• 3rd ed., Jiawei Han and Micheline Kamber, Jian Pei -2011
– Jiawei Han‘s web page:
• http://web.engr.illinois.edu/~hanj/
• References:
– Data Mining: Methods and Techniques by, A. Shawkat Ali and
Saleh Wasimi Thomson, 2007
– Data Mining: The Textbook by, Charu C. Aggarwal, Springer,
May 2015

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Introduction to Data Mining

• Why Data Mining?


• What Is Data Mining? A Knowledge Discovery (KDD) Process
• A Multi-Dimensional View of Data Mining/ classification
– What Kinds of Data Can Be Mined?
– What Kinds of Patterns Can Be Mined?
– What Kinds of Technologies Are Used?
– What Kinds of Applications Are Targeted?
• Are all the patterns interesting?
• Integration of Data Mining System with Data Warehousing System
• Major Issues in Data Mining

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Why Data Mining?

• The Explosive Growth of Data: from terabytes to petabytes


– Data Explosion
• Our capability of generating , collecting, storing and managing data has
grown tremendously in the last 50 years.
– 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, YouTube

• We are drowning in data, but starving for knowledge!

• “Necessity is the mother of invention”—Data mining—


Automated and scalable analysis of massive data sets

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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) and Web mining
– Stream data mining

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Example 1: Market Analysis

• Where does the data come from?


– 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
• Cross-market analysis—Find associations/co-relations between product
sales, & predict based on such association
• Customer profiling—What types of customers buy what products
(clustering or classification)
• Customer requirement analysis
– Identify the best products for different groups of customers
– Predict what factors will attract new customers
• Provision of summary Information:
– Multidimensional summary reports
– Statistical summary information (data central tendency and variation)

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Example 2: Corporate Analysis and
Risk Management

• Finance planning and asset evaluation


– cash flow analysis and prediction
– contingent claim analysis to evaluate assets
– cross-sectional and time series analysis (financial-
ratio,trend analysis, etc.)
• Resource planning
– summarize and compare the resources and spending
• Competition
– monitor competitors and market directions
– group customers into classes and a class-based pricing
procedure
– set pricing strategy in a highly competitive market

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Example 3. Fraud Detection and
Mining Unusual Patterns

• Approaches: Clustering & model construction for frauds,


outlier analysis
• Applications: Health care, retail, credit card service, telecomm.
– Money laundering: suspicious monetary transactions
– Medical insurance:
• Professional patients, ring of doctors, and ring of references
• Unnecessary or correlated screening tests
– Telecommunications: phone-call fraud
• Phone call model: destination of the call, duration, time of day
or week. Analyze patterns that deviate from an expected norm
– Retail industry:
• Analysts estimate that 38% of retail shrink is due to dishonest
employees
• Anti-terrorism:

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Evolution of Sciences

• Before 1600, empirical science


• 1600-1950s, theoretical science
– Each discipline has grown a theoretical component. Theoretical models often motivate
experiments and generalize our understanding.
• 1950s-1990s, computational science
– Over the last 50 years, most disciplines have grown a third, computational branch (e.g.
empirical, theoretical, and computational ecology, or physics, or linguistics.)
– Computational Science traditionally meant simulation. It grew out of our inability to find
closed-form solutions for complex mathematical models.
• 1990-now, data science (data-driven science)
– The flood of data from new scientific instruments and simulations
– The ability to economically store and manage petabytes of data online
– The Internet and computing Grid that makes all these archives universally accessible
– Scientific info. management, acquisition, organization, query, and visualization tasks
scale almost linearly with data volumes. Data mining is a major new challenge!

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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

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Why Data Mining

Summary:
– Abundance of data and data archives are seldom visited.
– Far exceeded human ability for comprehension
– Intuitive decisions are prone to biases and errors, and is
extremely time-consuming and costly
– Data mining tools perform data analysis and uncover important
data patterns, contributing greatly to business strategies,
knowledge bases, and scientific and medical research.

Data Nuggets of
Tombs knowledge
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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
huge amount of data
– Data mining: a misnomer? (Knowledge Mining from data)
• 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”?
– Simple search and query processing
– (Deductive) expert systems

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What is Data Mining?

• Tremendous amount of data (terabyte-petabyte)


• High-dimensionality and high complexity of data
– Structured, un-structured, heterogeneous data
• Scalable
• Data mining involves integration of multiple disciplines:
– Machine learning
– Pattern recognition
– Statistics
– Databases
– Business Intelligence
– Big data
• Efficient: Derived knowledge is new, interesting, informative and
can be used for sophisticated application (decision making,
process control, information management....)

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Data Mining: Confluence of Multiple
Disciplines

Database
Technology Statistics

Machine Visualization
Learning Data Mining

Pattern
Recognition Other
Algorithm Disciplines

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Steps of Knowledge Discovery
(KDD) Process

• This is a view from typical


database systems and data
warehousing communities Pattern Evaluation

• Data mining plays an essential


role in the knowledge
discovery process Data Mining

Task-relevant Data

Data Warehouse Selection

Data Cleaning

Data Integration

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Databases
Data Warehousing and Mining
Framework

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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: (may take 60% of effort!)
• 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
• Pattern evaluation and knowledge presentation
– visualization, transformation, removing redundant patterns, etc.
• Use of discovered knowledge

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Multi-Dimensional View of Data
Mining

• Data to be mined
– Database data (extended-relational, object-oriented,
heterogeneous, legacy), data warehouse, transactional data,
stream, spatiotemporal, time-series, sequence, text and web, multi-
media, graphs & social and information networks
• Knowledge to be mined (or: Data mining functions)
– Characterization, discrimination, association, classification,
clustering, trend/deviation, outlier analysis, etc.
– Descriptive vs. predictive data mining
– Multiple/integrated functions and mining at multiple levels
• Techniques utilized (methodologies)
– Data-intensive, data warehouse (OLAP), machine learning,
statistics, pattern recognition, visualization, high-performance, etc.
• Applications adapted
– Retail, telecommunication, banking, fraud analysis, bio-data mining,
stock market analysis, text mining, Web mining, etc.

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Data Mining: On What Kinds of
Data?

• Structured and semi-structured data


– Relational database/ Object-relational data
– Data Warehouse,
– Transactional Database
• Unstructured data
– Data streams and sensor data
– Text data and web data
– Time-series data, temporal data, sequence data (incl. bio-
sequences)
– Graphs, social networks and information networks
– Spatial data, spatiotemporal data and multimedia data

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Relational Database

• A relational database is a collection of tables, each of which is


assigned a unique name.

• Each table consists of a set of attributes (columns or fields)


and usually stores a large set of tuples (records or rows).

• Each tuple in a relational table represents an object identified


by unique key and described by a set of attribute values.

• A semantic data model, such as the entity relationship data


model, is often constructed for relational databases.

• An ER data model represents the database as a set of entities


and their relationships.

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Relational Database

• Relational data can be accessed by database queries


written in a relational language such as SQL.

• A given query is transformed into a set of relational


operations such as join, selection and projection,
and is then optimized for efficient processing.

• Efficiency of retrieval, efficiency of update and


integrity are the key requirements of a good
relational database.

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An Example - AllElectronics

• Four relational tables: customer, item, employee and


branch.
• Each relation consists of a set of attributes.

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Example of Queries

• Show me a list of all items that were sold in the last


quarter

• Show me the total sales of the last month, grouped


by branch

• Which sales person has the highest amount of


sales?

• How many sales transactions occurred in the month


of September?

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Purpose of relational databases

• The main purpose of a relational database is to store


data correctly and retrieve data on demand.

• This type of data processing is sometime called


Online Transaction Processing (OLTP).

• Relational databases are passive data repositories in


the sense that a query only shows you what is
stored in the database, but cannot tell you much
about the meaning or trend of the data.

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Data Warehouse of AllElectronics

• A data warehouse is a repository of information collected


from multiple sources, stored under a unified schema,
and that usually resides at a single site.
• Need is to provide an analysis of the company’s sales per
item type per branch for the a specified period.

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Data Warehouse

• The data warehouse


may store a summary
of the transactions per
item type for each
store or, summarized
to a higher level, for
each sales region.

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Transactional Database

• A transactional database consists of a file where each


record represents a transaction.

• Supports nested relation

• Transaction id: Items, Customer name, date…

• Sample Queries:
– Show me all the items purchased by ‘X’
– How many transactions include item number ‘Y’?
– market basket data analysis: Which items sold well
together? (Frequent item set)

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Knowledge View: What Knowledge to be
mined?

• Data summary in multidimensional space


– Data cube and OLAP (On-Line Analytical Processing)

• Pattern discovery
– Mining frequent patterns, association and correlation
– Applying pattern mining in many other tasks

• Classification and predictive modelling


– Model construction based on some training examples
– Prediction of new data based on constructed models

• Cluster analysis: How to group data to form new categories?


• Outlier analysis: Discovery of anomalies and rare events
• Trend and evolution analysis

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Data Mining Function: (1)
Characterization and Discrimination

• Data can be associated with classes or concepts. ( e.g.,


classes of items: computer, printers concept of
customers: bigSpender, budgetSpender… are the
descriptions )

• Multidimensional concept description:


– Characterization: summarizing the class in general. (e.g. general
specification of products whose sales increased by 10% and,
….profile of customers who spend more than $1000 a year. )

– Discrimination: comparison of target class with a contrast class.(


compare the two groups of customers, such as who shop computer
products regularly versus who rarely shop such products). Drilling
down on dimensions such as occupation, age, etc.)

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Data Mining Function: (2)
Association and Correlation Analysis

• Frequent patterns (or frequent item_sets)


– What items are frequently purchased together ?
• Association, correlation vs. causality
– A typical association rule
• Milk  Bread [0.5%, 75%] (support, confidence)
– Are strongly associated items also strongly correlated?
• How to mine such patterns and/or set rules efficiently in
large datasets? ( single or multi-dimensional
association, minimum support threshold)
• How to use such patterns for classification, clustering,
and other applications?

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Data Mining Function: (3)
Classification

• Classification and label prediction


– Construct models (functions) based on some training examples or
rules….[example: kind of response (good, mild, no) in sales
campaign: price, brand, category, place_made…]
– 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 class labels
• Typical methods
– Decision trees, naïve Bayesian classification, support vector
machines, neural networks, rule-based classification, pattern-based
classification, logistic regression, …
• Typical applications:
– Credit card fraud detection, direct marketing, classifying stars,
diseases, web-pages, …

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Data Mining Function: (4) Cluster
Analysis

• Unsupervised learning (i.e., Class label is unknown)


• Group data to form new categories (i.e., clusters),
e.g., cluster houses to find distribution patterns
• Principle: Maximizing intra-class similarity &
minimizing interclass similarity
• Example: homogeneous sub-population of
AllElectronics customers (customer attributes: city,
age, income,..)
• Many methods and applications

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Data Mining Function: (5) Outlier
Analysis

• Outlier analysis
– Outlier: A data object that does not comply with the general
behavior of the data
– Most data mining methods discard outliers as noise or
exceptions.
– Noise or exception? ― One person’s garbage could be
another person’s treasure
– Methods: by product of clustering or regression analysis,
distance analysis, statistical or probability model,
– Useful in fraud detection, rare events are more interesting
– Example: By detecting a purchase of extremely large
amount for a given account number.

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Time and Ordering: Sequential
Pattern, Trend and Evolution Analysis

• Sequence, trend and evolution analysis


– Trend, time-series, and deviation analysis: e.g., regression
and value prediction
– Sequential pattern mining
• e.g., first buy digital camera, then buy large SD
memory cards
– Periodicity analysis (e.g., overall stock market evolution
regularities or for particular companies)
– Motifs and biological sequence analysis
• Approximate and consecutive motifs
– Similarity-based analysis
• Mining data streams
– Ordered, time-varying, potentially infinite, data streams

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Structure and Network Analysis

• Graph mining
– Finding frequent subgraphs (e.g., chemical compounds), trees
(XML), substructures (web fragments)
• Information network analysis
– Social networks: actors (objects, nodes) and relationships (edges)
• e.g., author networks in CS, terrorist networks
– Multiple heterogeneous networks
• A person could be multiple information networks: friends, family,
classmates, …
– Links carry a lot of semantic information: Link mining
• Web mining
– Web is a big information network: from PageRank to Google
– Analysis of Web information networks
• Web community discovery, opinion mining, usage mining, …

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Methodology View: Confluence of
Multiple Disciplines

Machine Pattern Statistics


Learning Recognition

Applications Visualization
Data Mining

Algorithm Database Distributed /


Technology cloud
computing

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Why Confluence of Multiple
Disciplines?

• Tremendous amount of data


– Algorithms must be scalable to handle big 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 and information networks
– Spatial, spatiotemporal, multimedia, text and Web data
– Software programs, scientific simulations
• New and sophisticated applications

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Application View: Diverse Applications

• Mining text data and mining the Web


– Web page classification and ranking, Weblog analysis,
recommender systems, …
• Mining business data
– Transaction data, market basket analysis, fraud detection,

• Data mining and software/system engineering e.g.,
mining software bugs , optimize system performance,
help in computer vision
• Mining biological and medical data
– Gene, protein, microarray data, biological networks
• Mining social and information networks
– Community discovery, information propagation, …
• Invisible data mining : web search, stock market analysis

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Classification of Data Mining System

• According to the kinds of database mined:


– relational, transactional, ….spatial, text, stream data….or World Wide Web

• According to the kinds of knowledge mined:


– Based on mining functionalities, e.g. : characterization, discrimination,
association, ….can be multiple and/or integrated data mining…., can be
distinguished based on granularity…, regular or irregular patterns(outliers)
mining

• According to the techniques utilized:


– degree of user interaction involved ( autonomous, interactive, query-driven),
method of analysis (machine learning, pattern recognition, statistics, neural
network….), combining merits of individual aspects..

• According to the applications adapted:


– Finance, Telecommunication, DNA, stock-market…all purpose data mining
system may not fit for domain specific minig.

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Summary (till this)

• Data mining: Discovering interesting patterns and knowledge


from massive amount of data
• A natural evolution of science and information technology, 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 data
• Data mining functionalities: characterization, discrimination,
association, classification, clustering, trend and outlier
analysis, etc.
• Data mining technologies and applications

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Evaluation of Knowledge

• Are all mined knowledge interesting?


– One can mine tremendous amount of “patterns”
– Some may fit only certain dimension space
• time, location, …
– Some may not be representative, may be transient, …
• Evaluation of mined knowledge → directly mine only
interesting knowledge?
– Descriptive vs. predictive
– Coverage
– Typicality vs. novelty
– Accuracy
– Timeliness
– …

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Are All 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.

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Find All and Only Interesting
Patterns?

• Find all the interesting patterns: Completeness


– Can a data mining system find all the interesting patterns? Do we
need to find all of the interesting patterns?
– Heuristic vs. exhaustive search
– Association vs. classification vs. clustering
• Search for only interesting patterns: An optimization problem
– Can a data mining system find only the interesting patterns?
– Approaches
• First general all the patterns and then filter out the uninteresting
ones
• Generate only the interesting patterns—mining query
optimization

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Integration of Data Mining and Data
Warehousing

• Data mining systems, DBMS, Data warehouse systems coupling

– No coupling, loose-coupling, semi-tight-coupling, tight-coupling

• On-line analytical mining data

– integration of mining and OLAP technologies

• Interactive mining multi-level knowledge

– Necessity of mining knowledge and patterns at different levels of


abstraction by drilling/rolling, pivoting, slicing/dicing, etc.

• Integration of multiple mining functions

– Characterized classification, first clustering and then association

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Coupling Data Mining with DB/DW
Systems

• No coupling—flat file processing for developing efficient and effective


algorithms,… is a poor design as may spend time in preprocessing.
• Loose coupling- Fetching data from DB/DW. Mining does not explore
data structure and optimization methods provided by DB & DW.Difficult for
high scalability.
• Semi-tight coupling—enhanced DM performance
– Provide efficient implement a few data mining primitives in a DB/DW
system, e.g., sorting, indexing, aggregation, histogram analysis, multiway
join, precomputation of some statistical functions
• Tight coupling—uniform processing environment
– DM is smoothly integrated into a DB/DW system, mining query is optimized
based on mining query, indexing, query processing methods, etc.

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Major Issues in Data Mining (1)

• Mining Methodology
– Mining various and new kinds of knowledge
– Mining knowledge in multi-dimensional space at multiple level of
abstraction.
– Data mining: An interdisciplinary effort
– Boosting the power of discovery in a networked environment
– Handling noise, uncertainty, and incompleteness of data
– Pattern evaluation and pattern- or constraint-guided mining
• User Interaction
– Interactive mining
– Background knowledge (integrity constraints & deduction rules)
– Presentation and visualization of data mining results

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Major Issues in Data Mining (2)

• Efficiency and Scalability


– Efficiency and scalability of data mining algorithms
– Parallel, distributed, stream, and incremental mining methods
• Diversity of data types
– Handling complex types of data
– Mining dynamic, networked, and global data repositories
• Data mining and society
– Social impacts of data mining
– Privacy-preserving data mining
– Invisible data mining

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A Brief History of Data Mining Society

• 1989 IJCAI Workshop on Knowledge Discovery in Databases


– Knowledge Discovery in Databases (G. Piatetsky-Shapiro and W. Frawley,
1991)
• 1991-1994 Workshops on Knowledge Discovery in Databases
– Advances in Knowledge Discovery and Data Mining (U. Fayyad, G.
Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy, 1996)
• 1995-1998 International Conferences on Knowledge Discovery in
Databases and Data Mining (KDD’95-98)
– Journal of Data Mining and Knowledge Discovery (1997)
• ACM SIGKDD conferences since 1998 and SIGKDD Explorations
• More conferences on data mining
– PAKDD (1997), PKDD (1997), SIAM-Data Mining (2001), (IEEE) ICDM
(2001), WSDM (2008), etc.
• ACM Transactions on KDD (2007)

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