Something Interesting and Horrible about DATA MINING! TEAM 17: Agoritsa Polyzou & Mo Sun.

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Presentation transcript:

Something Interesting and Horrible about DATA MINING! TEAM 17: Agoritsa Polyzou & Mo Sun

Do you enjoy playing your smart phone? It is spying on YOU ! 2

Nowadays, credit cards, smart phones, social media updates, google search are getting more and more popular. We couldn’t live without them. But how many of you realize that these products are not only helping, but also spying on our personal data? 3

Four types of patterns: 1.Clustering 2.Classification 3.Outlier Detection 4.Association Analysis 4

Clustering Cluster analysis or clustering is the task of grouping a set of objects in such a way that objects in the same group are more similar to each other than to those in other groups.

Classification Classification is the problem of identifying to which of a set of categories a new observation belongs, on the basis of a training set of data containing observations (or instances) whose category membership is known.

Classification

Outlier Detection An outlier is an observation point that is distant from other observations. An outlier may be due to variability in the measurement or it may indicate experimental error. Outliers may be considered as errors or noise, OR they may carry important information!!!

Association Analysis Association analysis is intended to identify strong rules discovered in databases using different measures of interestingness.

While watching, think about … Which pattern families are used??? 9

embed the video here 10

Examples from the video: Pregnant women tend to buy some specific products Social media pop-up ads Supermarkets receipts ads “Sign up for XX.com”=XX.com “Selling your personal info” —> Will be bought by some third party companies —> Customers will get more “interested” ads Surveys (with gifts) = Market Research ……….. 11

Applications track users’ personal info examples: 12

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TRUE STORY Do you believe this? 17

References PHO.html?seq=1http://daily.bhaskar.com/article/GAD-beware-these-apps-can-steal-your-personal-information PHO.html?seq= report/ report/ Chapter 6, Introduction to Data Mining, P.N. Tan, M. Steinbach, V. Kumar 18

Team 17: Agoritsa Polyzou & Mo Sun Thanks for listening & 19 Happy Thanks(for)giving(your information)