Data Mining: Concepts and Techniques: Jiawei Han and Micheline Kamber

Data Mining:
Concepts and Techniques
Jiawei Han and Micheline Kamber
April 6, 2019 Data Mining: Concepts and Techniques 1

Chapter 1. Introduction
 Motivation: Why data mining?

 What is data mining?
 Data Mining: On what kind of data?
 Data mining functionality
 Classification of data mining systems
 Top-10 most popular data mining algorithms
 Major issues in data mining
 Overview of the course

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

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

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

Data vs. Information
 The world is data rich but information poor.

What is Data Mining
 Necessity is the mother of invention. – Plato
 Searching for gold from rocks: Is it gold mining or rock
mining? (of course gold mining)
 Searching for knowledge from a large collection of data.
 Should it be Knowledge mining or data mining?
 A misnomer (data mining) prevails.

What is Data Mining
 Data mining turns a large collection of data into knowledge.
 It searches for knowledge (interesting patterns) in data.

What Is Data Mining?
 Definition:
 Data mining is the process of discovering
interesting patterns and knowledge from
large amounts of data.
 Extraction of interesting (non-trivial, implicit,
previously unknown and potentially useful)
patterns or knowledge from huge amount of
data.

What Is Data Mining?
 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
 Inductive reasoning
 (Deductive reasoning) expert systems
 Inductive reasoning moves from specific instances into a
generalized conclusion, while deductive reasoning moves
from generalized principles that are known to be true to a
true and specific conclusion.

Knowledge Discovery (KDD) Process
 Data mining—core of Pattern Evaluation

knowledge discovery
process
Data Mining
Task-relevant Data
Data Warehouse Selection
Data Cleaning
Data Integration
Databases
Knowledge Discovery (KDD) Process
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

Multi-Dimensional View of Data Mining
 Data to be mined
 Relational, data warehouse, transactional, stream, object-
oriented/relational, active, spatial, time-series (e.g., stock market), text,
multi-media, heterogeneous, legacy, WWW
Active Data: Data housed in a storage device or other electronic medium
that is accessed frequently or continuously as part of a business process
or other operation.
 Patterns to be mined
 Characterization, discrimination, association, classification, clustering,
trend/deviation, outlier analysis, etc.
 Multiple/integrated functions and mining at multiple levels

Multi-Dimensional View of Data Mining
 Technologies utilized
 Database-oriented, data warehouse (OLAP), machine learning, statistics,
visualization, pattern recognition, algorithms, information retrieval, high
performance computing, applications, etc.
 Applications adapted
 Business intelligence, web search engines, retail, telecommunication,
banking, fraud analysis, bio-data mining, stock market analysis, text
mining, Web mining, image processing, etc.

Data Mining and 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
Data Mining: Confluence of Multiple Disciplines
Database
Technology Statistics
Machine Visualization
Learning Data Mining
Pattern
Recognition Other
Algorithm Disciplines

Why Not Traditional Data Analysis?
 Tremendous amount of data
 Algorithms must be highly scalable to handle such as tera-bytes of data
 High-dimensionality of data
 Micro-array (DNA chip) may have tens of thousands of dimensions
 High complexity of data
 Data streams and sensor data
 Time-series data, temporal data ( that varies over time), sequence data
(biological related to collection of nucleic acid sequences)
 Structure data, graphs, social networks and multi-linked data
 Heterogeneous databases and legacy databases
 Spatial (geographic information), spatiotemporal, multimedia, text and
Web data
 Software programs, scientific simulations
 New and sophisticated applications
Data Mining: Classification Schemes
 General Functionality/Task Type

Descriptive data mining and Predictive data mining
 Descriptive data mining: Descriptive data mining tasks
usually finds data describing patterns and comes up with new,
significant information from the available data set. A retailer
trying to identify products that are purchased together can be
considered as a descriptive data mining task.

 Predictive data mining: Predictive data mining tasks come up

with a model from the available data set that is helpful in
predicting unknown or future values of another data set of
interest. A medical practitioner trying to diagnose a disease based
on the medical test results of a patient can be considered as a
predictive data mining task.


 Different views lead to different classifications

 Data view: Kinds of data to be mined
 Knowledge view: Kinds of knowledge to be discovered
 Method view: Kinds of techniques utilized
 Application view: Kinds of applications adapted

Data Mining Functionalities
 Multidimensional concept description: Concept
description generates descriptions for characterization and comparison of
the data. Characterization, comparison and discrimination.
 Generalize, summarize, and contrast data characteristics, e.g., dry vs.
wet regions
 Frequent patterns, association, correlation vs. causality
 Diaper  Beer [0.5%, 75%] (Correlation or causality?)
 Classification and prediction
 Construct models (functions) that 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 or missing numerical values

Data Mining Functionalities (2)
 Cluster analysis
 Class label is unknown: Group data to form new classes, e.g.,
cluster houses to find distribution patterns

 Maximizing intra-class similarity & minimizing interclass similarity
 Outlier analysis
 Outlier: Data object that does not comply with the general behavior
of the data
 Noise or exception? Useful in fraud detection, rare events analysis
 Trend and evolution analysis

 Trend and deviation: e.g., regression analysis
 Sequential pattern mining: e.g., digital camera  large SD memory
 Periodicity analysis
 Similarity-based analysis
 Other pattern-directed or statistical analyses

Top-10 Most Popular DM Algorithms:
18 Identified Candidates (I)
 Classification
 #1. C4.5: Quinlan, J. R. C4.5: Programs for Machine Learning. Morgan
Kaufmann., 1993.
 #2. CART: L. Breiman, J. Friedman, R. Olshen, and C. Stone. Classification
and Regression Trees. Wadsworth, 1984.
 #3. K Nearest Neighbours (kNN): Hastie, T. and Tibshirani, R. 1996.
Discriminant Adaptive Nearest Neighbor Classification. TPAMI. 18(6)
 #4. Naive Bayes Hand, D.J., Yu, K., 2001. Idiot's Bayes: Not So Stupid
After All? Internat. Statist. Rev. 69, 385-398.
 Statistical Learning
 #5. SVM: Vapnik, V. N. 1995. The Nature of Statistical Learning Theory.
Springer-Verlag.
 #6. EM: McLachlan, G. and Peel, D. (2000). Finite Mixture Models. J.
Wiley, New York. Association Analysis
 #7. Apriori: Rakesh Agrawal and Ramakrishnan Srikant. Fast Algorithms
for Mining Association Rules. In VLDB '94.
 #8. FP-Tree: Han, J., Pei, J., and Yin, Y. 2000. Mining frequent patterns
without candidate generation. In SIGMOD '00.
The 18 Identified Candidates (II)
 Link Mining
 #9. PageRank: Brin, S. and Page, L. 1998. The anatomy of a
large-scale hypertextual Web search engine. In WWW-7, 1998.
 #10. HITS: Kleinberg, J. M. 1998. Authoritative sources in a
hyperlinked environment. SODA, 1998.
 Clustering
 #11. K-Means: MacQueen, J. B., Some methods for classification
and analysis of multivariate observations, in Proc. 5th Berkeley
Symp. Mathematical Statistics and Probability, 1967.
 #12. BIRCH: Zhang, T., Ramakrishnan, R., and Livny, M. 1996.
BIRCH: an efficient data clustering method for very large
databases. In SIGMOD '96.
 Bagging and Boosting
 #13. AdaBoost: Freund, Y. and Schapire, R. E. 1997. A decision-
theoretic generalization of on-line learning and an application to
boosting. J. Comput. Syst. Sci. 55, 1 (Aug. 1997), 119-139.

The 18 Identified Candidates (III)
 Sequential Patterns
 #14. GSP: Srikant, R. and Agrawal, R. 1996. Mining Sequential Patterns:
Generalizations and Performance Improvements. In Proceedings of the
5th International Conference on Extending Database Technology, 1996.
 #15. PrefixSpan: J. Pei, J. Han, B. Mortazavi-Asl, H. Pinto, Q. Chen, U.
Dayal and M-C. Hsu. PrefixSpan: Mining Sequential Patterns Efficiently by
Prefix-Projected Pattern Growth. In ICDE '01.
 Integrated Mining
 #16. CBA: Liu, B., Hsu, W. and Ma, Y. M. Integrating classification and
association rule mining. KDD-98.
 Rough Sets
 #17. Finding reduct: Zdzislaw Pawlak, Rough Sets: Theoretical Aspects of
Reasoning about Data, Kluwer Academic Publishers, Norwell, MA, 1992
 Graph Mining
 #18. gSpan: Yan, X. and Han, J. 2002. gSpan: Graph-Based Substructure
Pattern Mining. In ICDM '02.

Top-10 Algorithm Finally Selected at
ICDM’06
 #1: C4.5 (61 votes)
 #2: K-Means (60 votes)
 #3: SVM (58 votes)
 #4: Apriori (52 votes)
 #5: EM (48 votes)
 #6: PageRank (46 votes)
 #7: AdaBoost (45 votes)
 #7: kNN (45 votes)
 #7: Naive Bayes (45 votes)
 #10: CART (34 votes)

Major Issues in Data Mining
 Mining methodology
 Mining various and new kinds of knowledge
 Multidimensional space: searching for interesting patterns among
combinations of dimensions (attributes).
 Data Mining an interdisciplinary effort
 Boosting the power of discovery in a networked environment:
 Handling uncertainty, noise, or incompleteness of data:
 Pattern evaluation and pattern- or constraint-guided mining:

 User interaction
 Interactive mining of knowledge at multiple levels of abstraction
 Incorporation of background knowledge:
 Data mining query languages and ad-hoc mining
 Presentation and visualization of data mining results

 Efficiency and Scalability

 Efficiency and scalability of data mining algorithms
 Parallel, distributed, and incremental mining algorithms
 Cloud computing and cluster computing
 Diversity of Database Types
 Handling complex types of data: Structured, semi-
structured, un- structured; stable data repositories to
dynamic data streams; biological sequences, sensor data,
spatial data, multimedia data, software program code, Web
data, and social network data
 Mining dynamic, networked, and global data repositories

 Data Mining and Society

 Social impacts of data mining:
 How can we use data mining technology to benefit
society?
 How can we guard against its misuse?
 Invisible data mining
 Privacy-preserving data mining:
 The philosophy is to observe data sensitivity and preserve
people's privacy while performing successful data

mining.

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
Conferences and Journals on Data Mining
 KDD Conferences  Other related conferences

 ACM SIGKDD Int. Conf. on  ACM SIGMOD
Knowledge Discovery in  VLDB
Databases and Data Mining
(KDD)  (IEEE) ICDE
 SIAM Data Mining Conf. (SDM)
 WWW, SIGIR
 (IEEE) Int. Conf. on Data  ICML, CVPR, NIPS
Mining (ICDM)  Journals
 Conf. on Principles and
 Data Mining and Knowledge
practices of Knowledge
Discovery and Data Mining Discovery (DAMI or DMKD)
(PKDD)  IEEE Trans. On Knowledge
 Pacific-Asia Conf. on and Data Eng. (TKDE)
Knowledge Discovery and Data  KDD Explorations
Mining (PAKDD)
 ACM Trans. on KDD
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.
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, 2nd ed., 2006
 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, Springer-Verlag, 2001
 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

Summary
 Data mining: Discovering interesting patterns from large amounts 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 information repositories
 Data mining functionalities: characterization, discrimination,
association, classification, clustering, outlier and trend analysis, etc.
 Data mining systems and architectures
 Major issues in data mining

Supplementary Lecture Slides
 Note: The slides following the end of chapter

summary are supplementary slides that could be
useful for supplementary readings or teaching
 These slides may have its corresponding text
contents in the book chapters, but were omitted
due to limited time in author’s own course lecture
 The slides in other chapters have similar
convention and treatment

Why Data Mining?—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
 Bioinformatics and bio-data analysis

Ex. 1: Market Analysis and Management
 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)

Ex. 2: Corporate Analysis & 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

Ex. 3: Fraud Detection & Mining Unusual Patterns
 Approaches: Clustering & model construction for frauds, outlier analysis

 Applications: Health care, retail, credit card service, telecomm.
 Auto insurance: ring of collisions
 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

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
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.

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
Other Pattern Mining Issues
 Precise patterns vs. approximate patterns
 Association and correlation mining: possible find sets of precise
patterns
 But approximate patterns can be more compact and sufficient
 How to find high quality approximate patterns??
 Gene sequence mining: approximate patterns are inherent
 How to derive efficient approximate pattern mining
algorithms??
 Constrained vs. non-constrained patterns
 Why constraint-based mining?
 What are the possible kinds of constraints? How to push
constraints into the mining process?

A Few Announcements (Sept. 1)
 A new section CS412ADD: CRN 48711 and its

rules/arrangements
 4th Unit for I2CS students
 Survey report for mining new types of data
 4th Unit for in-campus students
 High quality implementation of one selected (to be
discussed with TA/Instructor) data mining algorithm in
the textbook
 Or, a research report if you plan to devote your future
research thesis on data mining

Why Data Mining Query Language?
 Automated vs. query-driven?

 Finding all the patterns autonomously in a database?—unrealistic
because the patterns could be too many but uninteresting
 Data mining should be an interactive process
 User directs what to be mined
 Users must be provided with a set of primitives to be used to
communicate with the data mining system
 Incorporating these primitives in a data mining query language
 More flexible user interaction
 Foundation for design of graphical user interface
 Standardization of data mining industry and practice

Primitives that Define a Data Mining Task
 Task-relevant data
 Database or data warehouse name
 Database tables or data warehouse cubes
 Condition for data selection
 Relevant attributes or dimensions
 Data grouping criteria
 Type of knowledge to be mined
 Characterization, discrimination, association, classification,
prediction, clustering, outlier analysis, other data mining tasks
 Background knowledge
 Pattern interestingness measurements
 Visualization/presentation of discovered patterns
Primitive 3: Background Knowledge
 A typical kind of background knowledge: Concept hierarchies

 Schema hierarchy
 E.g., street < city < province_or_state < country
 Set-grouping hierarchy
 E.g., {20-39} = young, {40-59} = middle_aged
 Operation-derived hierarchy
 email address: hagonzal@cs.uiuc.edu
login-name < department < university < country
 Rule-based hierarchy
 low_profit_margin (X) <= price(X, P1) and cost (X, P2) and (P1 -
P2) < $50

Primitive 4: Pattern Interestingness Measure
 Simplicity
e.g., (association) rule length, (decision) tree size
 Certainty
e.g., confidence, P(A|B) = #(A and B)/ #(B), classification
reliability or accuracy, certainty factor, rule strength, rule quality,
discriminating weight, etc.
 Utility
potential usefulness, e.g., support (association), noise threshold
(description)
 Novelty
not previously known, surprising (used to remove redundant
rules, e.g., Illinois vs. Champaign rule implication support ratio)

Primitive 5: Presentation of Discovered Patterns
 Different backgrounds/usages may require different forms of

representation
 E.g., rules, tables, crosstabs, pie/bar chart, etc.
 Concept hierarchy is also important
 Discovered knowledge might be more understandable when
represented at high level of abstraction
 Interactive drill up/down, pivoting, slicing and dicing provide
different perspectives to data
 Different kinds of knowledge require different representation:
association, classification, clustering, etc.

DMQL—A Data Mining Query Language
 Motivation
 A DMQL can provide the ability to support ad-hoc and
interactive data mining
 By providing a standardized language like SQL
 Hope to achieve a similar effect like that SQL has on
relational database
 Foundation for system development and evolution
 Facilitate information exchange, technology transfer,
commercialization and wide acceptance
 Design
 DMQL is designed with the primitives described earlier

An Example Query in DMQL

Other Data Mining Languages &
Standardization Efforts
 Association rule language specifications
 MSQL (Imielinski & Virmani’99)
 MineRule (Meo Psaila and Ceri’96)
 Query flocks based on Datalog syntax (Tsur et al’98)
 OLEDB for DM (Microsoft’2000) and recently DMX (Microsoft SQLServer
2005)
 Based on OLE, OLE DB, OLE DB for OLAP, C#
 Integrating DBMS, data warehouse and data mining
 DMML (Data Mining Mark-up Language) by DMG (www.dmg.org)
 Providing a platform and process structure for effective data mining
 Emphasizing on deploying data mining technology to solve business
problems

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

Coupling Data Mining with DB/DW Systems
 No coupling—flat file processing, not recommended

 Loose coupling
 Fetching data from DB/DW
 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 stat functions
 Tight coupling—A uniform information processing
environment
 DM is smoothly integrated into a DB/DW system, mining query
is optimized based on mining query, indexing, query processing
methods, etc.
Architecture: Typical Data Mining System
Graphical User Interface
Pattern Evaluation
Knowl
Data Mining Engine edge-
Base
Database or Data
Warehouse Server
data cleaning, integration, and selection
Data World-Wide Other Info

Database Repositories
Warehouse Web

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Data Mining:

Concepts and Techniques

Jiawei Han and Micheline Kamber

April 6, 2019 Data Mining: Concepts and Techniques 1

 Motivation: Why data mining?

April 6, 2019 Data Mining: Concepts and Techniques 2

 The Explosive Growth of Data: from terabytes to petabytes

April 6, 2019 Data Mining: Concepts and Techniques 3

April 6, 2019 Data Mining: Concepts and Techniques 4

April 6, 2019 Data Mining: Concepts and Techniques 5

 The world is data rich but information poor.

April 6, 2019 Data Mining: Concepts and Techniques 6

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April 6, 2019 Data Mining: Concepts and Techniques 10

 Data mining—core of Pattern Evaluation

Data Warehouse Selection

April 6, 2019 Data Mining: Concepts and Techniques 13

April 6, 2019 Data Mining: Concepts and Techniques 14

April 6, 2019 Data Mining: Concepts and Techniques 15

Data Presentation Business

Data Preprocessing/Integration, Data Warehouses

April 6, 2019 Data Mining: Concepts and Techniques 17

 General Functionality/Task Type

April 6, 2019 Data Mining: Concepts and Techniques 19

 Predictive data mining: Predictive data mining tasks come up

April 6, 2019 Data Mining: Concepts and Techniques 20

April 6, 2019 Data Mining: Concepts and Techniques 21

 Different views lead to different classifications

April 6, 2019 Data Mining: Concepts and Techniques 22

April 6, 2019 Data Mining: Concepts and Techniques 23

cluster houses to find distribution patterns

 Trend and evolution analysis

 Sequential pattern mining: e.g., digital camera  large SD memory

 Other pattern-directed or statistical analyses

April 6, 2019 Data Mining: Concepts and Techniques 24

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April 6, 2019 Data Mining: Concepts and Techniques 30

 Efficiency and Scalability

April 6, 2019 Data Mining: Concepts and Techniques 31

 Data Mining and Society

 How can we use data mining technology to benefit

 Invisible data mining

 Privacy-preserving data mining:

 The philosophy is to observe data sensitivity and preserve

people's privacy while performing successful data

April 6, 2019 Data Mining: Concepts and Techniques 32

 1989 IJCAI Workshop on Knowledge Discovery in Databases

 KDD Conferences  Other related conferences

 Data mining and KDD (SIGKDD: CDROM)

April 6, 2019 Data Mining: Concepts and Techniques 36

 Data mining: Discovering interesting patterns from large amounts of

April 6, 2019 Data Mining: Concepts and Techniques 37

 Note: The slides following the end of chapter

April 6, 2019 Data Mining: Concepts and Techniques 38