1. Data Mining Basics

2. “Copyright and Terms of Service Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions: 1)Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency; 2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency; 3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way; 4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged. Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee. Call TEA Copyrights with any questions you have. Copyright © Texas Education Agency, 2014. All right reserved. 2

3. Purpose of Assignment Performance Objective The student understands and is able to recall information on data mining basics. Specific Objectives O The student is expected to discuss the nature of data mining. O The student is expected to describe data mining tools and techniques. Copyright © Texas Education Agency, 2014. All right reserved. 3

4. Need to Know Terms O Data Mining O Perspective O Database O Gather O Information O Data O Data Gathering Tool O Analysis O Analytical Tools O Regression Analysis O Query O Consumer Trens O Extract O Transform O Infrastructure Copyright © Texas Education Agency, 2014. All right reserved. 4

5. Discovery O On any given day, what are some ways you gather information? O Do you think any of these ways are better than others? Why or why not? O Do you realize what kind of information is being gathered on you on any given day? O What methods do you think are being used to gather information on you? Every two days now, we create as much information as we did from the dawn of civilization until 2003. ~Eric Schmidt Copyright © Texas Education Agency, 2014. All right reserved. 5

6. Activity Now that we have discussed ways to gather information/data, let’s gather some! Use the provided template and sample to gather and record information/data on your classmates. Copyright © Texas Education Agency, 2014. All right reserved. 6

7. Copyright © Texas Education Agency, 2014. All right reserved. 7

8. Activity Review O What was your most used technique to gather information/data? O Which technique was most accurate? Why? O Can you view your data and draw any conclusions or assumptions based on your gathered data/information? Why or Why not? O If you can draw conclusions, are they accurate? Copyright © Texas Education Agency, 2014. All right reserved. 8

9. Instruction / Discussion Data Mining is the process of analyzing data from different perspectives and summarizing it into useful information. Based on our activity and our discussion of the findings, were you able to analyze data from different perspectives and summarize it into useful information? What were you analyses? Copyright © Texas Education Agency, 2014. All right reserved. 9

10. Instruction / Discussion When did data mining start? Informal data mining has been around since time began, but it has evolved. Manual data mining O Bayes’ Theorem (Thomas Bayes, 1700s) O Regression Analysis (1800s) Electronic data mining 1990s Day after day, electronic data mining continues to evolve due to advancements in statistical analysis software, computer processing power, and disk storage. Copyright © Texas Education Agency, 2014. All right reserved. 10

11. Data Mining Why use it?How does it work? What makes it data mining? Different levels of analysis. Required Technological Infrastructure Copyright © Texas Education Agency, 2014. All right reserved. 11

12. Instruction / Discussion Why use date mining? O To determine market trends O To save money O To make money O To determine future consumer spending O To analyze consumer spending habits O To help see determine patterns O To save time Copyright © Texas Education Agency, 2014. All right reserved. 12

13. Instruction / Discussion How does it work? It analyzes relationships and patterns in stored transaction data based on open-ended user queries and generally four types of relationships are sought: O Classes O Clusters O Associations O Sequential Patterns Copyright © Texas Education Agency, 2014. All right reserved. 13

14. Instruction / Discussion What makes it data mining? Data mining consists of five major elements: O Extract, transform, and load transaction data onto a warehouse data system O Store and manage the data O Provide data access to business analysts and information technology professionals O Analyze the data by application software O Present data in a useful format, such as a graph or table. Copyright © Texas Education Agency, 2014. All right reserved. 14

15. Instruction / Discussion Different Levels of Analysis O Artificial Neural Networks O Genetic Algorithms O Decision Trees O Nearest Neighborhood Method O Rule Induction O Data Visualization Copyright © Texas Education Agency, 2014. All right reserved. 15

16. Instruction / Discussion What kind of technological infrastructure is required? Data mining applications come in all sizes and prices. Two important questions to ask and answer before purchasing any software. O How big is/will be your database? O How complex are/will be your queries ? Copyright © Texas Education Agency, 2014. All right reserved. 16

17. Review and Evaluation Performance Objective Do you know and are you able to recall information on data mining basics? Specific Objectives O Are you able to discuss the nature of data mining? O Are you able to describe data mining tools and techniques? Copyright © Texas Education Agency, 2014. All right reserved. 17

18. Extensions Data Mining Software Research and report on three different types of data mining software available for purchase. Include name of software, its capabilities, its infrastructure requirements, and any companies that use it (if available). Data Mining for Us Set up the classroom as a business in which people could make purchases. Keep the “store” open for a week and record all daily purchases (time of purchase, gender of purchaser, age of purchaser, item purchases, quantity purchased, etc.). Once you have gathered and recorded data, make predictions about what should be sold next week and where those items should be placed in the classroom. Copyright © Texas Education Agency, 2014. All right reserved. 18