Data mining (KDD) process

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Presentation transcript:

Data mining (KDD) process Understand the application domain Identify data sources and select target data Pre-process: cleaning, attribute selection Data mining to extract patterns or models Post-process: identifying interesting or useful patterns Incorporate patterns in real world tasks CSE 321

Data mining applications Marketing, customer profiling and retention, identifying potential customers, market segmentation. Fraud detection identifying credit card fraud, intrusion detection Scientific data analysis Text and web mining Any application that involves a large amount of data … CSE 321

Web data extraction Data region1 A data record A data record CSE 321

Align and extract data items (e.g., region1) image1 EN7410 17-inch LCD Monitor Black/Dark charcoal $299.99 Add to Cart (Delivery / Pick-Up ) Penny Shopping Compare image2 17-inch LCD Monitor $249.99 image3 AL1714 17-inch LCD Monitor, Black $269.99 image4 SyncMaster 712n 17-inch LCD Monitor, Black Was: $369.99 Save $70 After: $70 mail-in-rebate(s) CSE 321

Opinion Analysis Word-of-mouth on the Web The Web has dramatically changed the way that consumers express their opinions. One can post reviews of products at merchant sites, Web forums, discussion groups, blogs Techniques are being developed to exploit these sources. Benefits of Review Analysis Potential Customer: No need to read many reviews Product manufacturer: market intelligence, product benchmarking CSE 321

Feature Based Analysis & Summarization Extracting product features (called Opinion Features) that have been commented on by customers. Identifying opinion sentences in each review and deciding whether each opinion sentence is positive or negative. Summarizing and comparing results. CSE 321

An example GREAT Camera., Jun 3, 2004 Reviewer: jprice174 from Atlanta, Ga. I did a lot of research last year before I bought this camera... It kinda hurt to leave behind my beloved nikon 35mm SLR, but I was going to Italy, and I needed something smaller, and digital. The pictures coming out of this camera are amazing. The 'auto' feature takes great pictures most of the time. And with digital, you're not wasting film if the picture doesn't come out. … …. Summary: Feature1: picture Positive: 12 The pictures coming out of this camera are amazing. Overall this is a good camera with a really good picture clarity. … Negative: 2 The pictures come out hazy if your hands shake even for a moment during the entire process of taking a picture. Focusing on a display rack about 20 feet away in a brightly lit room during day time, pictures produced by this camera were blurry and in a shade of orange. Feature2: battery life CSE 321

Visual Comparison + + _ _ Summary of reviews of Digital camera 1 Picture Battery Zoom Size Weight + Comparison of reviews of Digital camera 1 Digital camera 2 _ CSE 321