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2. Data Analysis and Mining 2 Decision Support Systems Data Analysis and OLAP Data Warehousing Data Mining

3. Decision Support Systems 3 Decision-support systems are used to make business decisions, often based on data collected by on-line transaction-processing systems. Examples of business decisions: What items to stock? What insurance premium to change? To whom to send advertisements? Examples of data used for making decisions Retail sales transaction details Customer profiles (income, age, gender, etc.)

4. Databases Databases are developed on the IDEA that DATA is one of the critical materials of the Information Age Information, which is created by data, becomes the bases for decision making 4

5. Decision Support Systems Created to facilitate the decision making process So much information that it is difficult to extract it all from a traditional database Need for a more comprehensive data storage facility Data Warehouse 5

6. Decision Support Systems Extract Information from data to use as the basis for decision making Used at all levels of the Organization Tailored to specific business areas Interactive Ad Hoc queries to retrieve and display information Combines historical operation data with business activities 6

7. 4 Components of DSS 1. Data Store – The DSS Database Business Data Business Model Data Internal and External Data 2. Data Extraction and Filtering Extract and validate data from the operational database and the external data sources 7

8. 4 Components of DSS 3. End-User Query Tool Create Queries that access either the Operational or the DSS database 4. End User Presentation Tools Organize and Present the Data 8

9. Differences with DSS Operational Stored in Normalized Relational Database Support transactions that represent daily operations (Not Query Friendly) 3 Main Differences Time Span Granularity Dimensionality 9

10. 1. Time Span Operational Real Time Current Transactions Short Time Frame Specific Data Facts DSS Historic Long Time Frame (Months/Quarters/Years) Patterns 10

11. 2. Granularity Operational Specific Transactions that occur at a given time DSS Shown at different levels of aggregation Different Summary Levels Decompose (drill down) Summarize (roll up) 11

12. 3. Dimensionality Most distinguishing characteristic of DSS data Operational Represents atomic transactions DSS Data is related in Many ways Develop the larger picture Multi-dimensional view of data 12

13. DSS Database Requirements DSS Database Scheme Support Complex and Non-Normalized data Summarized and Aggregate data Multiple Relationships Queries must extract multi-dimensional time slices Redundant Data 13

14. DSS Database Requirements Data Extraction and Filtering DSS databases are created mainly by extracting data from operational databases combined with data imported from external source Need for advanced data extraction & filtering tools Allow batch / scheduled data extraction Support different types of data sources Check for inconsistent data / data validation rules Support advanced data integration / data formatting conflicts 14

15. DSS Database Requirements End User Analytical Interface Must support advanced data modeling and data presentation tools Data analysis tools Query generation Must Allow the User to Navigate through the DSS Size Requirements VERY Large – Terabytes Advanced Hardware (Multiple processors, multiple disk arrays, etc.) 15

16. Decision-Support Systems: Overview 16 Data analysis tasks are simplified by specialized tools and SQL extensions Example tasks For each product category and each region, what were the total sales in the last quarter and how do they compare with the same quarter last year As above, for each product category and each customer category Statistical analysis packages (e.g., : S++) can be interfaced with databases Statistical analysis is a large field, but not covered here Data mining seeks to discover knowledge automatically in the form of statistical rules and patterns from large databases. A data warehouse archives information gathered from multiple sources, and stores it under a unified schema, at a single site. Important for large businesses that generate data from multiple divisions, possibly at multiple sites Data may also be purchased externally

17. Data Analysis and OLAP 17 Online Analytical Processing (OLAP) Interactive analysis of data, allowing data to be summarized and viewed in different ways in an online fashion (with negligible delay) Data that can be modeled as dimension attributes and measure attributes are called multidimensional data. Measure attributes Measure some value Can be aggregated upon e.g. the attribute number of the sales relation Dimension attributes Define the dimensions on which measure attributes (or aggregates thereof) are viewed e.g. the attributes item_name, color, and size of the sales relation

18. Cross Tabulation of sales by item-name and color 18 The table above is an example of a cross-tabulation (cross-tab), also referred to as a pivot-table. Values for one of the dimension attributes form the row headers Values for another dimension attribute form the column headers Other dimension attributes are listed on top Values in individual cells are (aggregates of) the values of the dimension attributes that specify the cell.

19. Relational Representation of Cross-tabs 19 Cross-tabs can be represented as relations We use the value all is used to represent aggregates The SQL:1999 standard actually uses null values in place of all despite confusion with regular null values

20. Data Cube 20 A data cube is a multidimensional generalization of a cross-tab Can have n dimensions; we show 3 below Cross-tabs can be used as views on a data cube

21. OLAP Online Analytical Processing Tools DSS tools that use multidimensional data analysis techniques Support for a DSS data store Data extraction and integration filter Specialized presentation interface 21

22. Online Analytical Processing 22 Pivoting: Changing the dimensions used in a cross-tab is called Slicing: Creating a cross-tab for fixed values only Sometimes called dicing, particularly when values for multiple dimensions are fixed. Rollup: moving from finer-granularity data to a coarser granularity Drill down: The opposite operation - that of moving from coarser- granularity data to finer-granularity data

23. Hierarchies on Dimensions 23 Hierarchy on dimension attributes: lets dimensions to be viewed at different levels of detail  E.g. the dimension DateTime can be used to aggregate by hour of day, date, day of week, month, quarter or year

24. Cross Tabulation With Hierarchy 24 Cross-tabs can be easily extended to deal with hierarchies  Can drill down or roll up on a hierarchy

25. OLAP Need for More Intensive Decision Support 4 Main Characteristics Multidimensional data analysis Advanced Database Support Easy-to-use end-user interfaces Support Client/Server architecture 25

26. Multidimensional Data Analysis Techniques Advanced Data Presentation Functions 3-D graphics, Pivot Tables, Crosstabs, etc. Compatible with Spreadsheets & Statistical packages Advanced data aggregations, consolidation and classification across time dimensions Advanced computational functions Advanced data modeling functions 26

27. Advanced Database Support Advanced Data Access Features Access to many kinds of DBMS’s, flat files, and internal and external data sources Access to aggregated data warehouse data Advanced data navigation (drill-downs and roll-ups) Ability to map end-user requests to the appropriate data source Support for Very Large Databases 27

28. Easy-to-Use End-User Interface Graphical User Interfaces Much more useful if access is kept simple 28

29. Client/Server Architecture Framework for the new systems to be designed, developed and implemented Divide the OLAP system into several components that define its architecture Same Computer Distributed among several computer 29

30. OLAP Architecture 3 Main Modules GUI Analytical Processing Logic Data-processing Logic 30

31. OLAP Client/Server Architecture 31

32. Relational OLAP Relational Online Analytical Processing OLAP functionality using relational database and familiar query tools to store and analyze multidimensional data Multidimensional data schema support Data access language & query performance for multidimensional data Support for Very Large Databases 32

33. OLAP Implementation 33 The earliest OLAP systems used multidimensional arrays in memory to store data cubes, and are referred to as multidimensional OLAP (MOLAP) systems. OLAP implementations using only relational database features are called relational OLAP (ROLAP) systems Hybrid systems, which store some summaries in memory and store the base data and other summaries in a relational database, are called hybrid OLAP (HOLAP) systems.

34. OLAP Implementation (Cont.) Early OLAP systems precomputed all possible aggregates in order to provide online response Space and time requirements for doing so can be very high 2 n combinations of group by It suffices to precompute some aggregates, and compute others on demand from one of the precomputed aggregates Can compute aggregate on (item-name, color) from an aggregate on (item-name, color, size) For all but a few “non-decomposable” aggregates such as median is cheaper than computing it from scratch Several optimizations available for computing multiple aggregates Can compute aggregate on (item-name, color) from an aggregate on (item-name, color, size) Can compute aggregates on (item-name, color, size), (item-name, color) and (item-name) using a single sorting of the base data 34

35. Extended Aggregation in SQL:1999 35 The cube operation computes union of group by’s on every subset of the specified attributes E.g. consider the query select item-name, color, size, sum(number) from sales group by cube(item-name, color, size) This computes the union of eight different groupings of the sales relation: { (item-name, color, size), (item-name, color), (item-name, size), (color, size), (item-name), (color), (size), ( ) } where ( ) denotes an empty group by list. For each grouping, the result contains the null value for attributes not present in the grouping.

36. Extended Aggregation (Cont.) Relational representation of cross-tab that we saw earlier, but with null in place of all, can be computed by select item-name, color, sum(number) from sales group by cube(item-name, color) The function grouping() can be applied on an attribute Returns 1 if the value is a null value representing all, and returns 0 in all other cases. select item-name, color, size, sum(number), grouping(item-name) as item-name-flag, grouping(color) as color-flag, grouping(size) as size-flag, from sales group by cube(item-name, color, size) Can use the function decode() in the select clause to replace such nulls by a value such as all E.g. replace item-name in first query by decode( grouping(item-name), 1, ‘all’, item-name) 36

37. Extended Aggregation (Cont.) 37 The rollup construct generates union on every prefix of specified list of attributes E.g. select item-name, color, size, sum(number) from sales group by rollup(item-name, color, size) Generates union of four groupings: { (item-name, color, size), (item-name, color), (item-name), ( ) } Rollup can be used to generate aggregates at multiple levels of a hierarchy. E.g., suppose table itemcategory(item-name, category) gives the category of each item. Then select category, item-name, sum(number) from sales, itemcategory where sales.item-name = itemcategory.item-name group by rollup(category, item-name) would give a hierarchical summary by item-name and by category.

38. Extended Aggregation (Cont.) 38 Multiple rollups and cubes can be used in a single group by clause Each generates set of group by lists, cross product of sets gives overall set of group by lists E.g., select item-name, color, size, sum(number) from sales group by rollup(item-name), rollup(color, size) generates the groupings {item-name, ()} X {(color, size), (color), ()} = { (item-name, color, size), (item-name, color), (item-name), (color, size), (color), ( ) }

39. Ranking 39 Ranking is done in conjunction with an order by specification. Given a relation student-marks(student-id, marks) find the rank of each student. select student-id, rank( ) over (order by marks desc) as s-rank from student-marks An extra order by clause is needed to get them in sorted order select student-id, rank ( ) over (order by marks desc) as s-rank from student-marks order by s-rank Ranking may leave gaps: e.g. if 2 students have the same top mark, both have rank 1, and the next rank is 3 dense_rank does not leave gaps, so next dense rank would be 2

40. Ranking (Cont.) Ranking can be done within partition of the data. “Find the rank of students within each section.” select student-id, section, rank ( ) over (partition by section order by marks desc) as sec-rank from student-marks, student-section where student-marks.student-id = student-section.student-id order by section, sec-rank Multiple rank clauses can occur in a single select clause Ranking is done after applying group by clause/aggregation 40

41. Ranking (Cont.) Other ranking functions: percent_rank (within partition, if partitioning is done) cume_dist (cumulative distribution) fraction of tuples with preceding values row_number (non-deterministic in presence of duplicates) SQL:1999 permits the user to specify nulls first or nulls last select student-id, rank ( ) over (order by marks desc nulls last) as s-rank from student-marks 41

42. Ranking (Cont.) 42 For a given constant n, the ranking the function ntile(n) takes the tuples in each partition in the specified order, and divides them into n buckets with equal numbers of tuples. E.g.: select threetile, sum(salary) from ( select salary, ntile(3) over (order by salary) as threetile from employee) as s group by threetile

43. Windowing 43 Used to smooth out random variations. E.g.: moving average: “Given sales values for each date, calculate for each date the average of the sales on that day, the previous day, and the next day” Window specification in SQL: Given relation sales(date, value) select date, sum(value) over (order by date between rows 1 preceding and 1 following) from sales Examples of other window specifications: between rows unbounded preceding and current rows unbounded preceding range between 10 preceding and current row All rows with values between current row value –10 to current value range interval 10 day preceding Not including current row

44. Windowing (Cont.) Can do windowing within partitions E.g. Given a relation transaction (account-number, date-time, value), where value is positive for a deposit and negative for a withdrawal “Find total balance of each account after each transaction on the account” select account-number, date-time, sum (value ) over (partition by account-number order by date-time rows unbounded preceding) as balance from transaction order by account-number, date-time 44

45. Data Warehousing Data sources often store only current data, not historical data Corporate decision making requires a unified view of all organizational data, including historical data A data warehouse is a repository (archive) of information gathered from multiple sources, stored under a unified schema, at a single site Greatly simplifies querying, permits study of historical trends Shifts decision support query load away from transaction processing systems 45

46. Data Warehousing 46

47. Data Warehouse DSS – friendly data repository for the DSS is the DATA WAREHOUSE Definition: Integrated, Subject-Oriented, Time- Variant, Nonvolatile database that provides support for decision making 47

48. Integrated The data warehouse is a centralized, consolidated database that integrated data derived from the entire organization Multiple Sources Diverse Sources Diverse Formats 48

49. Subject-Oriented Data is arranged and optimized to provide answer to questions from diverse functional areas Data is organized and summarized by topic Sales / Marketing / Finance / Distribution / Etc. 49

50. Time-Variant The Data Warehouse represents the flow of data through time Can contain projected data from statistical models Data is periodically uploaded then time-dependent data is recomputed 50

51. Nonvolatile Once data is entered it is NEVER removed Represents the company’s entire history Near term history is continually added to it Always growing Must support terabyte databases and multiprocessors Read-Only database for data analysis and query processing 51

52. Data Marts Small Data Stores More manageable data sets Targeted to meet the needs of small groups within the organization Small, Single-Subject data warehouse subset that provides decision support to a small group of people 52

53. 12 Rules of a Data Warehouse Data Warehouse and Operational Environments are Separated Data is integrated Contains historical data over a long period of time Data is a snapshot data captured at a given point in time Data is subject-oriented 53

54. 12 Rules of Data Warehouse Mainly read-only with periodic batch updates Development Life Cycle has a data driven approach versus the traditional process-driven approach Data contains several levels of detail Current, Old, Lightly Summarized, Highly Summarized 54

55. 12 Rules of Data Warehouse Environment is characterized by Read-only transactions to very large data sets System that traces data sources, transformations, and storage Metadata is a critical component Source, transformation, integration, storage, relationships, history, etc Contains a chargeback mechanism for resource usage that enforces optimal use of data by end users 55

56. Design Issues 56 When and how to gather data Source driven architecture: data sources transmit new information to warehouse, either continuously or periodically (e.g. at night) Destination driven architecture: warehouse periodically requests new information from data sources Keeping warehouse exactly synchronized with data sources (e.g. using two-phase commit) is too expensive Usually OK to have slightly out-of-date data at warehouse Data/updates are periodically downloaded form online transaction processing (OLTP) systems. What schema to use Schema integration

57. More Warehouse Design Issues Data cleansing E.g. correct mistakes in addresses (misspellings, zip code errors) Merge address lists from different sources and purge duplicates How to propagate updates Warehouse schema may be a (materialized) view of schema from data sources What data to summarize Raw data may be too large to store on-line Aggregate values (totals/subtotals) often suffice Queries on raw data can often be transformed by query optimizer to use aggregate values 57

58. Warehouse Schemas Dimension values are usually encoded using small integers and mapped to full values via dimension tables Resultant schema is called a star schema More complicated schema structures Snowflake schema: multiple levels of dimension tables Constellation: multiple fact tables 58

59. Star Schema 4 Components Facts Dimensions Attributes Attribute Hierarchies 59

60. 1. Facts Numeric measurements (values) that represent a specific business aspect or activity Stored in a fact table at the center of the star scheme Contains facts that are linked through their dimensions Can be computed or derived at run time Updated periodically with data from operational databases 60

61. 2. Dimensions Qualifying characteristics that provide additional perspectives to a given fact DSS data is almost always viewed in relation to other data Dimensions are normally stored in dimension tables 61

62. 3. Attributes Dimension Tables contain Attributes Attributes are used to search, filter, or classify facts Dimensions provide descriptive characteristics about the facts through their attributed Must define common business attributes that will be used to narrow a search, group information, or describe dimensions. (ex.: Time / Location / Product) No mathematical limit to the number of dimensions (3-D makes it easy to model) 62

63. 4. Attribute Hierarchies Provides a Top-Down data organization Aggregation Drill-down / Roll-Up data analysis Attributes from different dimensions can be grouped to form a hierarchy 63

64. Star Schema for Sales Fact Table Dimension Tables 64

65. Star Schema Representation Fact and Dimensions are represented by physical tables in the data warehouse database Fact tables are related to each dimension table in a Many to One relationship (Primary/Foreign Key Relationships) Fact Table is related to many dimension tables The primary key of the fact table is a composite primary key from the dimension tables Each fact table is designed to answer a specific DSS question 65

66. Star Schema The fact table is always the large table in the star schema Each dimension record is related to thousand of fact records Star Schema facilitated data retrieval functions DBMS first searches the Dimension Tables before the larger fact table 66

67. Data Warehouse Implementation An Active Decision Support Framework Not a Static Database Always a Work in Process Complete Infrastructure for Company-Wide decision support Hardware / Software / People / Procedures / Data Data Warehouse is a critical component of the Modern DSS – But not the Only critical component 67

68. Data Mining Discover Previously unknown data characteristics, relationships, dependencies, or trends Typical Data Analysis Relies on end users Define the Problem Select the Data Initial the Data Analysis Reacts to External Stimulus 68

69. Data Mining Proactive Automatically searches Anomalies Possible Relationships Identify Problems before the end-user Data Mining tools analyze the data, uncover problems or opportunities hidden in data relationships, form computer models based on their findings, and then user the models to predict business behavior – with minimal end-user intervention 69

70. Data Mining A methodology designed to perform knowledge- discovery expeditions over the database data with minimal end-user intervention 3 Stages of Data Data Information Knowledge 70

71. Extraction of Knowledge from Data 71

72. 4 Phases of Data Mining Data Preparation Identify the main data sets to be used by the data mining operation (usually the data warehouse) Data Analysis and Classification Study the data to identify common data characteristics or patterns Data groupings, classifications, clusters, sequences Data dependencies, links, or relationships Data patterns, trends, deviation 72

73. 4 Phases of Data Mining Knowledge Acquisition Uses the Results of the Data Analysis and Classification phase Data mining tool selects the appropriate modeling or knowledge-acquisition algorithms Neural Networks Decision Trees Rules Induction Genetic algorithms Memory-Based Reasoning Prognosis Predict Future Behavior Forecast Business Outcomes 65% of customers who did not use a particular credit card in the last 6 months are 88% likely to cancel the account. 73

74. Data Mining Still a New Technique May find many Unmeaningful Relationships Good at finding Practical Relationships Define Customer Buying Patterns Improve Product Development and Acceptance Etc. Potential of becoming the next frontier in database development 74

75. Data Mining Data mining is the process of semi-automatically analyzing large databases to find useful patterns Prediction based on past history Predict if a credit card applicant poses a good credit risk, based on some attributes (income, job type, age,..) and past history Predict if a pattern of phone calling card usage is likely to be fraudulent Some examples of prediction mechanisms: Classification Given a new item whose class is unknown, predict to which class it belongs Regression formulae Given a set of mappings for an unknown function, predict the function result for a new parameter value 75

76. Data Mining (Cont.) Descriptive Patterns Associations Find books that are often bought by “similar” customers. If a new such customer buys one such book, suggest the others too. Associations may be used as a first step in detecting causation E.g. association between exposure to chemical X and cancer, Clusters E.g. typhoid cases were clustered in an area surrounding a contaminated well Detection of clusters remains important in detecting epidemics 76

77. Classification Rules 77 Classification rules help assign new objects to classes. E.g., given a new automobile insurance applicant, should he or she be classified as low risk, medium risk or high risk? Classification rules for above example could use a variety of data, such as educational level, salary, age, etc.  person P, P.degree = masters and P.income > 75,000  P.credit = excellent  person P, P.degree = bachelors and (P.income  25,000 and P.income  75,000)  P.credit = good Rules are not necessarily exact: there may be some misclassifications Classification rules can be shown compactly as a decision tree.

78. Decision Tree 78

79. Construction of Decision Trees 79 Training set: a data sample in which the classification is already known. Greedy top down generation of decision trees. Each internal node of the tree partitions the data into groups based on a partitioning attribute, and a partitioning condition for the node Leaf node: all (or most) of the items at the node belong to the same class, or all attributes have been considered, and no further partitioning is possible.

80. Best Splits 80 Pick best attributes and conditions on which to partition The purity of a set S of training instances can be measured quantitatively in several ways. Notation: number of classes = k, number of instances = |S|, fraction of instances in class i = p i. The Gini measure of purity is defined as [ Gini (S) = 1 -  When all instances are in a single class, the Gini value is 0 It reaches its maximum (of 1 –1 /k) if each class the same number of instances. k i- 1 p2ip2ip2ip2i

81. Best Splits (Cont.) Another measure of purity is the entropy measure, which is defined as entropy (S) = –  When a set S is split into multiple sets Si, I=1, 2, …, r, we can measure the purity of the resultant set of sets as: purity(S 1, S 2, ….., S r ) =  The information gain due to particular split of S into S i, i = 1, 2, …., r Information-gain (S, {S 1, S 2, …., S r ) = purity(S ) – purity (S 1, S 2, … S r ) 81r i= 1 |Si||Si||S||S||Si||Si||S||S| purity (S i ) k i- 1 p i log 2 p i

82. Best Splits (Cont.) 82 Measure of “cost” of a split: Information-content (S, {S 1, S 2, ….., S r })) = –  Information-gain ratio = Information-gain (S, {S 1, S 2, ……, S r }) Information-content (S, {S 1, S 2, ….., S r }) The best split is the one that gives the maximum information gain ratio log 2 r i- 1 |Si||Si||S||S||Si||Si||S||S| |Si||Si||S||S||Si||Si||S||S|

83. Finding Best Splits Categorical attributes (with no meaningful order): Multi-way split, one child for each value Binary split: try all possible breakup of values into two sets, and pick the best Continuous-valued attributes (can be sorted in a meaningful order) Binary split: Sort values, try each as a split point E.g. if values are 1, 10, 15, 25, split at  1,  10,  15 Pick the value that gives best split Multi-way split: A series of binary splits on the same attribute has roughly equivalent effect 83

84. Decision-Tree Construction Algorithm 84 Procedure GrowTree (S ) Partition (S ); Procedure Partition (S) if ( purity (S ) >  p or |S| <  s ) then return; for each attribute A evaluate splits on attribute A; Use best split found (across all attributes) to partition S into S 1, S 2, …., S r, for i = 1, 2, ….., r Partition (S i );

85. Other Types of Classifiers Neural net classifiers are studied in artificial intelligence and are not covered here Bayesian classifiers use Bayes theorem, which says p (c j | d ) = p (d | c j ) p (c j ) p ( d ) where p (c j | d ) = probability of instance d being in class c j, p (d | c j ) = probability of generating instance d given class c j, p (c j ) = probability of occurrence of class c j, and p (d ) = probability of instance d occuring 85

86. Naïve Bayesian Classifiers Bayesian classifiers require computation of p (d | c j ) precomputation of p (c j ) p (d ) can be ignored since it is the same for all classes To simplify the task, naïve Bayesian classifiers assume attributes have independent distributions, and thereby estimate p (d | c j ) = p (d 1 | c j ) * p (d 2 | c j ) * ….* (p (d n | c j ) Each of the p (d i | c j ) can be estimated from a histogram on d i values for each class c j the histogram is computed from the training instances Histograms on multiple attributes are more expensive to compute and store 86

87. Regression 87 Regression deals with the prediction of a value, rather than a class. Given values for a set of variables, X 1, X 2, …, X n, we wish to predict the value of a variable Y. One way is to infer coefficients a 0, a 1, a 1, …, a n such that Y = a 0 + a 1 * X 1 + a 2 * X 2 + … + a n * X n Finding such a linear polynomial is called linear regression. In general, the process of finding a curve that fits the data is also called curve fitting. The fit may only be approximate because of noise in the data, or because the relationship is not exactly a polynomial Regression aims to find coefficients that give the best possible fit.

88. Association Rules 88 Retail shops are often interested in associations between different items that people buy. Someone who buys bread is quite likely also to buy milk A person who bought the book Database System Concepts is quite likely also to buy the book Operating System Concepts. Associations information can be used in several ways. E.g. when a customer buys a particular book, an online shop may suggest associated books. Association rules: bread  milk DB-Concepts, OS-Concepts  Networks Left hand side: antecedent, right hand side: consequent An association rule must have an associated population; the population consists of a set of instances E.g. each transaction (sale) at a shop is an instance, and the set of all transactions is the population

89. Association Rules (Cont.) 89 Rules have an associated support, as well as an associated confidence. Support is a measure of what fraction of the population satisfies both the antecedent and the consequent of the rule. E.g. suppose only 0.001 percent of all purchases include milk and screwdrivers. The support for the rule is milk  screwdrivers is low. Confidence is a measure of how often the consequent is true when the antecedent is true. E.g. the rule bread  milk has a confidence of 80 percent if 80 percent of the purchases that include bread also include milk.

90. Finding Association Rules 90 We are generally only interested in association rules with reasonably high support (e.g. support of 2% or greater) Naïve algorithm 1. Consider all possible sets of relevant items. 2. For each set find its support (i.e. count how many transactions purchase all items in the set). H Large itemsets: sets with sufficiently high support 3. Use large itemsets to generate association rules. 1. From itemset A generate the rule A - {b }  b for each b  A. 4 Support of rule = support (A). 4 Confidence of rule = support (A ) / support (A - {b })

91. Finding Support 91 Determine support of itemsets via a single pass on set of transactions Large itemsets: sets with a high count at the end of the pass If memory not enough to hold all counts for all itemsets use multiple passes, considering only some itemsets in each pass. Optimization: Once an itemset is eliminated because its count (support) is too small none of its supersets needs to be considered. The a priori technique to find large itemsets: Pass 1: count support of all sets with just 1 item. Eliminate those items with low support Pass i: candidates: every set of i items such that all its i-1 item subsets are large Count support of all candidates Stop if there are no candidates

92. Other Types of Associations Basic association rules have several limitations Deviations from the expected probability are more interesting E.g. if many people purchase bread, and many people purchase cereal, quite a few would be expected to purchase both We are interested in positive as well as negative correlations between sets of items Positive correlation: co-occurrence is higher than predicted Negative correlation: co-occurrence is lower than predicted Sequence associations / correlations E.g. whenever bonds go up, stock prices go down in 2 days Deviations from temporal patterns E.g. deviation from a steady growth E.g. sales of winter wear go down in summer Not surprising, part of a known pattern. Look for deviation from value predicted using past patterns 92

93. Clustering Clustering: Intuitively, finding clusters of points in the given data such that similar points lie in the same cluster Can be formalized using distance metrics in several ways Group points into k sets (for a given k) such that the average distance of points from the centroid of their assigned group is minimized Centroid: point defined by taking average of coordinates in each dimension. Another metric: minimize average distance between every pair of points in a cluster Has been studied extensively in statistics, but on small data sets Data mining systems aim at clustering techniques that can handle very large data sets E.g. the Birch clustering algorithm (more shortly) 93

94. Hierarchical Clustering Example from biological classification (the word classification here does not mean a prediction mechanism) chordata mammalia reptilia leopards humans snakes crocodiles Other examples: Internet directory systems (e.g. Yahoo, more on this later) Agglomerative clustering algorithms Build small clusters, then cluster small clusters into bigger clusters, and so on Divisive clustering algorithms Start with all items in a single cluster, repeatedly refine (break) clusters into smaller ones 94

95. Clustering Algorithms Clustering algorithms have been designed to handle very large datasets E.g. the Birch algorithm Main idea: use an in-memory R-tree to store points that are being clustered Insert points one at a time into the R-tree, merging a new point with an existing cluster if is less than some  distance away If there are more leaf nodes than fit in memory, merge existing clusters that are close to each other At the end of first pass we get a large number of clusters at the leaves of the R-tree Merge clusters to reduce the number of clusters 95

96. Collaborative Filtering Goal: predict what movies/books/… a person may be interested in, on the basis of Past preferences of the person Other people with similar past preferences The preferences of such people for a new movie/book/… One approach based on repeated clustering Cluster people on the basis of preferences for movies Then cluster movies on the basis of being liked by the same clusters of people Again cluster people based on their preferences for (the newly created clusters of) movies Repeat above till equilibrium Above problem is an instance of collaborative filtering, where users collaborate in the task of filtering information to find information of interest 96

97. Other Types of Mining Text mining: application of data mining to textual documents cluster Web pages to find related pages cluster pages a user has visited to organize their visit history classify Web pages automatically into a Web directory Data visualization systems help users examine large volumes of data and detect patterns visually Can visually encode large amounts of information on a single screen Humans are very good a detecting visual patterns 97

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