1. Business Intelligence: A Managerial Approach (2nd Edition)
Chapter 4:
Data Mining for Business Intelligence

2. 4.1 DATA MINING CONCEPTS AND DEFINITIONS
It used to understanding customers, vendors, business processes, and the extended supply chain very well.
Although the term data mining is relatively new, the ideas behind it are not.
Why, then, has it suddenly gained the attention of the business world??

3. 4.1 DATA MINING CONCEPTS AND DEFINITIONS
WHY DATA MINING ?
More intense competition at the global scale
Recognition of the value in data sources
Availability of quality data on customers, vendors, transactions, Web, etc.
Consolidation and integration of data repositories into data warehouses
The exponential increase in data processing and storage capabilities; and decrease in cost
Movement toward conversion of information resources into nonphysical form

4. Definitions, Characteristics, and Benefits
is a term used to describe discovering or "mining" knowledge from large amounts of data. “knowledge mining”
Technically speaking, data mining is a process that uses statistical, mathematical, and artificial intelligence techniques to extract and identify useful information and subsequent knowledge (or patterns) from large sets of data.

5. Definition
The nontrivial process of identifying valid, novel, potentially useful, and ultimately understandable patterns in data stored in structured databases
Keywords in this definition: Process, nontrivial , valid, novel, potentially useful, understandable
Other names: knowledge extraction, pattern analysis, knowledge discovery, information harvesting, pattern searching, data dredging

6. Data Mining Characteristics/Objectives
Source of data for DM is often a consolidated data warehouse (not always!).
DM environment is usually a client-server
Sophisticated new tools, including advanced visualization tools, help to remove the information ore buried in corporate files or archival public records
The miner is often an end user.
Striking it rich requires creative thinking.
Data mining tools are readily combined with spreadsheets and other software development tools.
Because of the large amounts of data and massive search efforts, it is sometimes necessary to use parallel processing for data mining.

7. Data Mining at the Intersection of Many Disciplines

8. What Does DM Do? How Does it Work?
DM extracts patterns from data
 Pattern?
A mathematical (numeric and/or symbolic) relationship among data items
Types of patterns
 Association
 Prediction
 Cluster (segmentation)
 Sequential (or time series) relationships

9. A Taxonomy for Data Mining Tasks.

10. Data Mining Tasks.
PREDICTION :is commonly referred to as the act of telling about the future.
prediction can be named more specifically as classification: (where the predicted thing, such as tomorrow's forecast, is a class label such as "rainy" or "sunny") or regression: (where the predicted thing, such tomorrow's temperature, is a real number such as "65°F").
Classification, is perhaps the most common of all data mining tasks. The objective of classification is to analyze the historical data stored in a database and automatically generate a model that can predict future behavior.
(Neural networks OR Decision trees )

11. Data Mining Tasks.
Clustering: partitions a collection of things (e.g. , objects and events presented in a structured dataset) into segments (or natural groupings) whose members share similar characteristics.
market segmentation with cluster analysis. OR segmenting customers.

12. Data Mining Tasks.
Associations: is a popular and well-researched technique for discovering interesting relationships among variables in large databases
In the context of the retail industry , association rule mining is often called market-basket analysis

13. Data Mining Applications
Customer Relationship Management
Banking & Other Financial
Retailing and Logistics
Manufacturing and Maintenance
Brokerage and Securities Trading
Insurance
Computer hardware and software
Science and engineering
Government and defense
Homeland security and law enforcement
Travel industry
Healthcare
Medicine
Entertainment industry
Sports
Etc

14. Data Mining Process: CRISP-DM
Cross-Indust1y
Standard Process proposed in the mid-1990s by a
European consortium of companies

15. Data Mining Process: CRISP-DM
Step 1: Business Understanding
know what the study is for like ("What are the common
characteristics of the customers we have)
Step 2: Data Understanding
identify the relevant data from many available databases.
quantitative OR qualitative
Step 3: Data Preparation (!) (table 4.4)
called as data preprocessing . take the data identified in the previous step and prepare them for analysis by data mining
data preprocessing consumes the most time and effort; most believe that this step accounts for roughly 80% of the total time.

16. Data Mining Process: CRISP-DM
Step 4: Model Building
use a variety of data mining methods and algorithms
Step 5: Testing and Evaluation
a critical and challenging task
Step 6: Deployment
The deployment step may also include maintenance activities

17. Data Preparation – A Critical DM Task (see table 4.4)

18. Data Mining Process: SEMMA

19. Source: KDNuggets.com, August 2007
Data Mining Process
Source: KDNuggets.com, August 2007

20. Data Mining Methods: Classification
Most frequently used DM method
Part of the machine-learning family
Employ supervised learning
Learn from past data, classify new data
The output variable is categorical (nominal or ordinal) in nature

21. Classification Techniques
Decision tree analysis
Statistical analysis
Neural networks
Support vector machines
Case-based reasoning
Bayesian classifiers
Genetic algorithms
Rough sets

22. Decision Trees Employs the divide and conquer method
Recursively divides a training set until each division consists of examples from one class
Create a root node and assign all of the training data to it
Select the best splitting attribute
Add a branch to the root node for each value of the split. Split the data into mutually exclusive subsets along the lines of the specific split
Repeat the steps 2 and 3 for each and every leaf node until the stopping criteria is reached
A general algorithm for decision tree building

23. Decision Tree

24. Cluster Analysis for Data Mining
Used for automatic identification of natural groupings of things
Part of the machine-learning family
Employ unsupervised learning
Learns the clusters of things from past data, then assigns new instances
There is not an output variable
Also known as segmentation

25. Cluster Analysis for Data Mining
Clustering results may be used to
Identify natural groupings of customers
Identify rules for assigning new cases to classes for targeting/diagnostic purposes
Provide characterization, definition, labeling of populations
Decrease the size and complexity of problems for other data mining methods
Identify outliers in a specific domain (e.g., rare-event detection)

26. Cluster Analysis for Data Mining
Analysis methods
Statistical methods (including both hierarchical and nonhierarchical), such as k-means, k-modes, and so on
Neural networks (adaptive resonance theory [ART], self-organizing map [SOM])
Fuzzy logic (e.g., fuzzy c-means algorithm)
Genetic algorithms
Divisive versus Agglomerative methods

27. Cluster Analysis for Data Mining
k-Means Clustering Algorithm
k : pre-determined number of clusters
Algorithm (Step 0: determine value of k)
Step 1: Randomly generate k random points as initial cluster centers
Step 2: Assign each point to the nearest cluster center
Step 3: Re-compute the new cluster centers
Repetition step: Repeat steps 3 and 4 until some convergence criterion is met (usually that the assignment of points to clusters becomes stable)

28. Cluster Analysis for Data Mining- k-Means Clustering Algorithm

29. Association Rule Mining
A very popular DM method in business
Finds interesting relationships (affinities) between variables (items or events)
Part of machine learning family
Employs unsupervised learning
There is no output variable
Also known as market basket analysis
Often used as an example to describe DM to ordinary people, such as the famous “relationship between diapers and beers!”

30. Association Rule Mining
Input: the simple point-of-sale transaction data
Output: Most frequent affinities among items
Example: according to the transaction data…
“Customer who bought a laptop computer and a virus protection software, also bought extended service plan 70 percent of the time."
How do you use such a pattern/knowledge?
Put the items next to each other for ease of finding
Promote the items as a package (do not put one on sale if the other(s) are on sale)
Place items far apart from each other so that the customer has to walk the aisles to search for it, and by doing so potentially seeing and buying other items

31. Association Rule Mining
A representative applications of association rule mining include
In business: cross-marketing, cross-selling, store design, catalog design, e-commerce site design, optimization of online advertising, product pricing, and sales/promotion configuration
In medicine: relationships between symptoms and illnesses; diagnosis and patient characteristics and treatments (to be used in medical DSS); and genes and their functions (to be used in genomics projects)…

32. Association Rule Mining
Are all association rules interesting and useful?
A Generic Rule: X  Y [S%, C%]
X, Y: products and/or services
X: Left-hand-side (LHS)
Y: Right-hand-side (RHS)
S: Support: how often X and Y go together
C: Confidence: how often Y go together with the X
Example: {Laptop Computer, Antivirus Software}  {Extended Service Plan} [30%, 70%]

33. Association Rule Mining
Apriori Algorithm
Finds subsets that are common to at least a minimum number of the itemsets
uses a bottom-up approach
frequent subsets are extended one item at a time (the size of frequent subsets increases from one-item subsets to two-item subsets, then three-item subsets, and so on), and
groups of candidates at each level are tested against the data for minimum support
see the figure…

34. Association Rule Mining
Apriori Algorithm

35. Problem Decomposition – Example
X  Y
Support = X and Y / T
Confidence = supp ( x,y) / supp ( X)
For the rule Shoes  Jacket
Support = Sup({Shoes,Jacket)}= 2/4= .5 =50%
Confidence =0.5 / =66.6%
Jacket  Shoes has 50% support and 66.6% confidence

38. Element of ANN
PROCESSING ELEMENTS (PE) The PE of an ANN are essentially artificial neurons. Similar to biological neurons.
INFORMATION PROCESSING The inputs received by a neuron go through a two-step process to turn into outputs: summation function and transformation function
NETWORK STRUCTURE Each ANN is composed of a collection of neurons (or PE) that are grouped into layers

39. Text and Web Data mining

40. Text Mining Concepts
85-90 percent of all corporate data is in some kind of unstructured form (e.g., text)
Unstructured corporate data is doubling in size every 18 months
Tapping into these information sources is not an option, but a need to stay competitive
Answer: text mining
A semi-automated process of extracting knowledge from unstructured data sources
a.k.a. text data mining or knowledge discovery in textual databases

41. Data Mining versus Text Mining
Both seek for novel and useful patterns
Both are semi-automated processes
Difference is the nature of the data:
Structured versus unstructured data
Structured data: in databases
Unstructured data: Word documents, PDF files, text excerpts, XML files, and so on
Text mining – first, impose structure to the data, then mine the structured data

42. Text Mining Concepts
Benefits of text mining are obvious especially in text-rich data environments
e.g., law (court orders), academic research (research articles), finance (quarterly reports), medicine (discharge summaries), biology (molecular interactions), technology (patent files), marketing (customer comments), etc.
Electronic communization records (e.g., )
Spam filtering
prioritization and categorization
Automatic response generation

43. Text Mining Application Area
Information extraction
Topic tracking
Summarization
Categorization
Clustering
Concept linking
Question answering

44. Web Mining Overview Web is the largest repository of data
Data is in HTML, XML, text format
Challenges (of processing Web data)
The Web is too big for effective data mining
The Web is too complex
The Web is too dynamic
The Web is not specific to a domain
The Web has everything
Opportunities and challenges are great!

45. Web Mining
Web mining (or Web data mining) is the process of discovering intrinsic relationships from Web data (textual, linkage, or usage)