Chapter 1.

Introduction
HUI-YIN CHANG (張彙音)

1
Outline
⚫ Why Data Mining?

⚫ What Is Data Mining?

⚫ A Multi-Dimensional View of Data Mining

⚫ What Kind of Data Can Be Mined?

⚫ What Kinds of Patterns Can Be Mined?

⚫ What Technology Are Used?

⚫ What Kind of Applications Are Targeted?

⚫ Major Issues in Data Mining

⚫ A Brief History of Data Mining and Data Mining Society

⚫ Summary

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I think you have read/known the following books…
孫子曰：
凡用兵之法，全國為上，破國次之﹔
全軍為上，破軍次之﹔
全旅為上，破旅次之﹔
全卒為上，破卒次之﹔
全伍為上，破伍次之。
是故百戰百勝，非善之善也﹔
不戰而屈人之兵，善之善者也。
故上兵伐謀，其次伐交，其次伐兵，其下攻城。
攻城之法為不得已。
乾：元，亨，利，貞。
初九：潛龍，勿用。
九二：見龍再田，利見大人。
九三：君子終日乾乾，夕惕若，厲無咎。
九四：或躍在淵，無咎。
九五：飛龍在天，利見大人。
上九：亢龍有悔。
用九：見群龍無首，吉。

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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, YouTube

We are drowning in data, but starving for knowledge!

“Necessity is the mother of invention”—Data mining—Automated analysis of

massive data sets

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 Examples of data mining
⚫ 啤酒和尿布
⚫ 全球零售業巨頭沃爾瑪在對消費者購物行為分析時發現，男性顧客在購買嬰兒尿片時，常常會順便搭配幾瓶啤酒來犒勞自己，於是嘗試推出
了將啤酒和尿布擺在一起的促銷手段。沒想到這個舉措居然使尿布和啤酒的銷量都大幅增加了。如今，“啤酒+尿布”的資料分析成果早已
成了大資料技術應用的經典案例，被人津津樂道。

⚫Google成功預測冬季流感
⚫ 2009年，Google通過分析5000萬條美國人最頻繁檢索的詞彙，將之和美國疾病中心在2003年到2008年間季節性流感傳播時期的資料進行比較，
並建立一個特定的數學模型。

⚫大資料與喬布斯癌症治療
⚫ 喬布斯是世界上第一個對自身所有DNA和腫瘤DNA進行排序的人。為此，他支付了高達幾十萬美元的費用。他得到的不是樣本，而是包括整
個基因的資料文件。醫生按照所有基因按需下藥，最終這種方式幫助喬布斯延長了好幾年的生命。

⚫奧巴馬大選連任成功
⚫ 2012年11月奧巴馬大選連任成功的勝利果實也被歸功於大資料，因為他的競選團隊進行了大規模與深入的資料探勘。時
代雜誌更是斷言，依靠直覺與經驗進行決策的優勢急劇下降，在政治領域，大資料的時代已經到來;各色媒體、論壇、專
家鋪天蓋地的宣傳讓人們對大資料時代的來臨興奮不已，無數公司和創業者都紛紛跳進了這個狂歡隊伍。

⚫ 微軟大資料成功預測奧斯卡21項大獎
⚫ 2013年，微軟紐約研究院的經濟學家大衛•羅斯柴爾德(David Rothschild)利用大資料成功預測24個奧斯卡獎項中的19個，
成為人們津津樂道的話題。

⚫QQ圈子把前女友推薦給未婚妻
⚫ 2012年3月騰訊推出QQ圈子，按共同好友的連鎖反應攤開使用者的人際關係網，把使用者的前女友推薦給未婚妻，把同學同事朋友圈子分門
別類，利用大資料處理能力給人帶來“震撼”。 .嗶.

Source: https://www.itread01.com/lhkqcc.html 5
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

◦ 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!

Jim Gray and Alex Szalay, The World Wide Telescope: An Archetype for Online Science, Comm. ACM, 45(11):
50-54, Nov. 2002

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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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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?

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, e.g., iphone Siri

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Knowledge Discovery (KDD) Process
This is a view from typical database
systems and data warehousing
Pattern Evaluation
communities
Data mining plays an essential role in
the knowledge discovery process Data Mining

Task-relevant Data

Data Warehouse Selection

Data Cleaning

Data Integration

Databases
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The knowledge discovery process
◦ Data cleaning
◦ To remove noise and inconsistent data
◦ Data integration from multiple sources
◦ Where multiple data sources may be combined
◦ Data selection
◦ Where data relevant to the analysis task are retrieved from the database
◦ Data transformation
◦ Where data are transformed and consolidated into forms appropriate for mining by performing summary or
aggregation operations.
◦ Data mining
◦ An essential process where intelligent methods are applied to extract data patterns.
◦ Pattern evaluation
◦ To identify the truly interesting patterns representing knowledge based on interestingness measures
◦ Knowledge presentation
◦ Where visualization and knowledge representation techniques are used to present mined knowledge to users

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Data Mining in Business Intelligence
Increasing potential
to support
business decisions End User
Decision
Making

Data Presentation Business

Analyst
Visualization Techniques
Data Mining Data
Information Discovery Analyst

Data Exploration
Statistical Summary, Querying, and Reporting

Data Preprocessing/Integration, Data Warehouses

DBA
Data Sources
Paper, Files, Web documents, Scientific experiments, Database Systems

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 Example: Mining vs. Data Exploration
Business intelligence view
◦ Warehouse, data cube, reporting but not much mining

Business objects vs. data mining tools

Supply chain example: tools
Data presentation
Exploration

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KDD Process: A Typical View from ML and Statistics

Input Data Data Pre- Data Post-

Processing Mining Processing

Data integration Pattern discovery Pattern evaluation

Normalization Association & correlation Pattern selection
Feature selection Classification Pattern interpretation
Clustering
Dimension reduction Pattern visualization
Outlier analysis
…………

This is a view from typical machine learning and statistics communities

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Example: Medical Data Mining
Health care & medical data mining – often adopted such a view in statistics and machine
learning

Preprocessing of the data (including feature extraction and dimension reduction)

Classification or/and clustering processes

Post-processing for presentation

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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
◦ 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?
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. bio-sequences)
◦ Structure 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

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What kinds of patterns can be mined
⚫ Descriptive
⚫ Descriptive mining tasks characterize properties of the data in a target data set.

⚫ Predictive
⚫ Predictive mining tasks perform induction on the current data in order to make predictions.

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Data Mining Function: (1) Generalization

Information integration and data warehouse construction

◦ Data cleaning, transformation, integration, and multidimensional data model

Data cube technology

◦ Scalable methods for computing (i.e., materializing) multidimensional aggregates
◦ OLAP (online analytical processing)

Multidimensional concept description: Characterization and

discrimination
◦ Generalize, summarize, and contrast data characteristics, e.g., dry vs. wet region

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Data Mining Function: (2) Association and Correlation
Analysis
Frequent patterns (or frequent item sets)
◦ What items are frequently purchased together in your Walmart?

Association, correlation vs. causality (因果關係)

◦ A typical association rule
◦ Diaper → Beer [0.5%, 75%] (support, confidence)

◦ Are strongly associated items also strongly correlated?

How to mine such patterns and rules efficiently in large datasets?

How to use such patterns for classification, clustering, and other
applications?

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 Data Mining Function: (3) Classification
監督式學習 Classification and label prediction
◦ Construct models (functions) based on some training examples
◦ 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: Minimizing intra-class distance & Maximizing interclass
distance
⚫ 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
◦ Noise or exception? ― One person’s garbage could be another person’s
treasure
◦ Methods: by product of clustering or regression analysis, …
◦ Useful in fraud detection, rare events analysis

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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 (週期性) analysis
◦ 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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Evaluation of Knowledge
Are all mined knowledge interesting?
◦ One can mine tremendous amount of “patterns” and knowledge
◦ 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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Data Mining: Confluence of Multiple Disciplines

Machine Pattern Statistics

Learning Recognition

Applications Data Mining Visualization

Algorithm Database High-Performance

Technology Computing

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Why Confluence (合流) of Multiple Disciplines?
Tremendous amount of data
◦ Algorithms must be highly scalable to handle such as tera-bytes 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, scientific simulations

New and sophisticated applications

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Applications of Data Mining
Web page analysis: from web page classification, clustering to PageRank & HITS
(點擊) algorithms

Collaborative analysis & recommender systems

Basket data analysis to targeted marketing

Biological and medical data analysis: classification, cluster analysis (microarray

data analysis), biological sequence analysis, biological network analysis

Data mining and software engineering (e.g., IEEE Computer, Aug. 2009 issue)

From major dedicated data mining systems/tools (e.g., SAS, MS SQL-Server

Analysis Manager, Oracle Data Mining Tools) to invisible data mining

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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
◦ Data mining: An interdisciplinary (跨學科) 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
◦ Incorporation of background knowledge
◦ 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), etc.

ACM Transactions on KDD starting in 2007

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Conferences and Journals on Data Mining

KDD Conferences ◼ Other related conferences

◦ ACM SIGKDD Int. Conf. on Knowledge
◼ DB conferences: ACM SIGMOD,
Discovery in Databases and Data Mining
VLDB, ICDE, EDBT, ICDT, …
(KDD)
◼ Web and IR conferences: WWW,
◦ SIAM Data Mining Conf. (SDM)
SIGIR, WSDM
◦ (IEEE) Int. Conf. on Data Mining (ICDM)
◼ ML conferences: ICML, NIPS
◦ European Conf. on Machine Learning and
Principles and practices of Knowledge ◼ PR conferences: CVPR,
Discovery and Data Mining (ECML-PKDD) ◼ Journals
◦ Pacific-Asia Conf. on Knowledge ◼ Data Mining and Knowledge
Discovery and Data Mining (PAKDD) Discovery (DAMI or DMKD)
◦ Int. Conf. on Web Search and Data ◼ IEEE Trans. On Knowledge and
Mining (WSDM) Data Eng. (TKDE)
◼ KDD Explorations
◼ ACM Trans. on KDD

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Where to Find References? DBLP, CiteSeer, Google
Data mining and KDD (SIGKDD: CDROM)
◦ Conferences: ACM-SIGKDD, IEEE-ICDM, SIAM-DM, PKDD, PAKDD, etc.
◦ Journal: Data Mining and Knowledge Discovery, KDD Explorations, ACM TKDD

Database systems (SIGMOD: ACM SIGMOD Anthology—CD ROM)

◦ Conferences: ACM-SIGMOD, ACM-PODS, VLDB, IEEE-ICDE, EDBT, ICDT, DASFAA
◦ Journals: IEEE-TKDE, ACM-TODS/TOIS, JIIS, J. ACM, VLDB J., Info. Sys., etc.

AI & Machine Learning

◦ Conferences: Machine learning (ML), AAAI, IJCAI, COLT (Learning Theory), CVPR, NIPS, etc.
◦ Journals: Machine Learning, Artificial Intelligence, Knowledge and Information Systems, IEEE-PAMI, etc.

Web and IR
◦ Conferences: SIGIR, WWW, CIKM, etc.
◦ Journals: WWW: Internet and Web Information Systems,

Statistics
◦ Conferences: Joint Stat. Meeting, etc.
◦ Journals: Annals of statistics, etc.

Visualization
◦ Conference proceedings: CHI, ACM-SIGGraph, etc.
◦ Journals: IEEE Trans. visualization and computer graphics, etc.

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Summary
Data mining: Discovering interesting patterns and knowledge from massive
amount of data

A natural evolution of database 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, outlier and trend analysis, etc.

Data mining technologies and applications

Major issues in data mining

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Recommended Reference Books
S. Chakrabarti. Mining the Web: Statistical Analysis of Hypertex and Semi-Structured Data. Morgan Kaufmann, 2002

R. O. Duda, P. E. Hart, and D. G. Stork, Pattern Classification, 2ed., Wiley-Interscience, 2000

T. Dasu and T. Johnson. Exploratory Data Mining and Data Cleaning. John Wiley & Sons, 2003

U. M. Fayyad, G. Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy. Advances in Knowledge Discovery and Data Mining. AAAI/MIT Press, 1996

U. Fayyad, G. Grinstein, and A. Wierse, Information Visualization in Data Mining and Knowledge Discovery, Morgan Kaufmann, 2001

J. Han and M. Kamber. Data Mining: Concepts and Techniques. Morgan Kaufmann, 3rd ed., 2011

D. J. Hand, H. Mannila, and P. Smyth, Principles of Data Mining, MIT Press, 2001

T. Hastie, R. Tibshirani, and J. Friedman, The Elements of Statistical Learning: Data Mining, Inference, and Prediction, 2nd ed., Springer-Verlag, 2009

B. Liu, Web Data Mining, Springer 2006.

T. M. Mitchell, Machine Learning, McGraw Hill, 1997

G. Piatetsky-Shapiro and W. J. Frawley. Knowledge Discovery in Databases. AAAI/MIT Press, 1991

P.-N. Tan, M. Steinbach and V. Kumar, Introduction to Data Mining, Wiley, 2005

S. M. Weiss and N. Indurkhya, Predictive Data Mining, Morgan Kaufmann, 1998

I. H. Witten and E. Frank, Data Mining: Practical Machine Learning Tools and Techniques with Java Implementations, Morgan Kaufmann, 2nd ed.
2005

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Thanks for Your Attention
Q&A

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