1. Data Warehousing Lecture-30 What can Data Mining do? Virtual University of Pakistan Ahsan Abdullah Assoc. Prof. & Head Center for Agro-Informatics Research www.nu.edu.pk/cairindex.asp National University of Computers & Emerging Sciences, Islamabad Email: ahsan101@yahoo.com

2. CLASSIFICATION

3. ESTIMATION

4. PREDICTION

5. MARKET BASKET ANALYSIS

6. 98% of people who purchased items A and B also purchased item C A Y B Ask graphics to replace pictures of items with similar pictures MARKET BASKET ANALYSIS

7. Discovering Association Rules Cola, Diaper, Milk5 Juice, Bread, Diaper, Milk4 Juice, Cola, Diaper, Milk3 Juice, Bread2 Bread, Cola, Milk1 ItemsTID Rules: {Milk}  {Cola} {Diaper, Milk}  {Juice}

8. Task of segmenting a heterogeneous population into a number of more homogenous sub-groups or clusters. CLUSTERING

9. Examples of Clustering Applications Marketing: Insurance: Land use: Seismic studies:

10. Ambiguity in Clustering How many clusters? Two clusters Four clusters Six clusters

11. DESCRIPTION

12. Comparing Methods Accuracy: Speed: Robustness: Scalability: Interpretability: Simplicity:

13. Where does Data Mining fits in? Data Preprocessing Selection Cleaning Transformation Feature Extraction Knowledge Data Mining Identify Patterns Generate Models Interpretation/ Evaluation Validation Tests Visualization Data Mining is one step of Knowledge Discovery in Databases (KDD)