The document discusses the evolution of database technology from the 1960s to the 2000s. It covers early data collection and database creation in the 1960s, the development of the relational data model and relational database management systems in the 1970s, more advanced data models and application-oriented databases in the 1980s, and the rise of data mining, data warehousing, and web databases in the 1990s and 2000s. It also provides an overview of the key concepts and processes involved in data mining, including the growth of data, the knowledge discovery process, different data mining techniques, and evaluating the interestingness of patterns discovered.
The document discusses the evolution of database technology from the 1960s to the 2000s. It covers early data collection and database creation in the 1960s, the development of the relational data model and relational database management systems in the 1970s, more advanced data models and application-oriented databases in the 1980s, and the rise of data mining, data warehousing, and web databases in the 1990s and 2000s. It also provides an overview of the key concepts and processes involved in data mining, including the growth of data, the knowledge discovery process, different data mining techniques, and evaluating the interestingness of patterns discovered.
The document discusses the evolution of database technology from the 1960s to the 2000s. It covers early data collection and database creation in the 1960s, the development of the relational data model and relational database management systems in the 1970s, more advanced data models and application-oriented databases in the 1980s, and the rise of data mining, data warehousing, and web databases in the 1990s and 2000s. It also provides an overview of the key concepts and processes involved in data mining, including the growth of data, the knowledge discovery process, different data mining techniques, and evaluating the interestingness of patterns discovered.
The document discusses the evolution of database technology from the 1960s to the 2000s. It covers early data collection and database creation in the 1960s, the development of the relational data model and relational database management systems in the 1970s, more advanced data models and application-oriented databases in the 1980s, and the rise of data mining, data warehousing, and web databases in the 1990s and 2000s. It also provides an overview of the key concepts and processes involved in data mining, including the growth of data, the knowledge discovery process, different data mining techniques, and evaluating the interestingness of patterns discovered.
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Google CEO,Eric says
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 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 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 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 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! “Necessityis the mother of invention”—Data mining—Automated analysis of massive data sets Knowledge Discovery (KDD) Process
Data mining—core of knowledge
discovery process Pattern Evaluation
Data Mining
Task-relevant Data
Data Selection Warehouse Data Cleaning
Data Integration
Databases 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 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 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 Multi-Dimensional View of Data Mining Data to be mined:Relational, data warehouse, transactional, stream, object-oriented/relational, active, spatial, time-series, text, multi- media, heterogeneous, legacy, WWW Knowledge to be mined: Characterization, discrimination, association, classification, clustering , trend/deviation, outlier analysis, etc. Techniques utilized: Database-oriented, data warehouse (OLAP), machine learning, statistics, visualization, etc. Applications adapted: Retail, telecommunication, banking, fraud analysis, bio-data mining, stock market analysis, text mining, Web mining, etc. Data Mining: Classification Schemes
General functionality Descriptive data mining Predictive data mining 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: 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 Primitives that Define a Data Mining Task
1. 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 2. Type of knowledge to be mined Characterization, discrimination, association, classification, prediction, clustering, outlier analysis, other data mining tasks 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 4.Pattern interestingness measurements 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
5. Visualization/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. Data Mining Functionalities Multidimensional concept description: 1.Characterization and discrimination Generalize, summarize, and contrast data characteristics, e.g., dry vs. wet regions 2.Association analysis (correlation vs. causality) Applyng association rules Frequent patterns, 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 Contd.. 3.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
4. 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
5.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 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 Major Issues in Data Mining
1. Mining methodology Mining different kinds of knowledge from diverse data types, e.g., bio, stream, Web Performance: efficiency, effectiveness, and scalability Pattern evaluation: the interestingness problem Incorporation of background knowledge Handling noise and incomplete data Parallel, distributed and incremental mining methods Integration of the discovered knowledge with existing one: knowledge fusion Major Issues in Data Mining Contd.. 2. User interaction Data mining query languages and ad-hoc mining Expression and visualization of data mining results Interactive mining of knowledge at multiple levels of abstraction 3.Applications and social impacts Domain-specific data mining & invisible data mining Protection of data security, integrity, and privacy Potential Applications of DATA Mining
1. 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) 2. 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 Review
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
