Data Mining:

Concepts and
Techniques
(3rd ed.)

Chapter 1
Jiawei Han, Micheline Kamber, and Jian Pei
University of Illinois at Urbana-Champaign &
Simon Fraser University
2011 Han, Kamber & Pei. All rights reserved.
1

Chapter 1. Introduction

Why Data Mining?

What Is Data Mining?

A Multi-Dimensional View of Data Mining

What Kind of Data Can Be Mined?

What Kinds of Patterns Can Be Mined?

What Technology Are Used?

What Kind of Applications Are Targeted?

Major Issues in Data Mining

A Brief History of Data Mining and Data Mining Society

Summary
2

Why Data Mining?

The Explosive Growth of Data: from terabytes to petabytes

Data collection and data availability

Automated data collection tools, database systems, Web,

computerized society

Major sources of abundant data

Business: Web, e-commerce, transactions, stocks,

Science: Remote sensing, bioinformatics, scientific

simulation,

Society and everyone: news, digital cameras, YouTube

We are drowning in data, but starving for knowledge!

Necessity is the mother of inventionData miningAutomated

analysis of massive data sets
3

Evolution of Sciences

Before 1600, empirical science

1600-1950s, theoretical science

Each discipline has grown a theoretical component. Theoretical models often

motivate experiments and generalize our understanding.

1950s-1990s, computational science

Over the last 50 years, most disciplines have grown a third, computational branch
(e.g. empirical, theoretical, and computational ecology, or physics, or linguistics.)

Computational Science traditionally meant simulation. It grew out of our inability

to find closed-form solutions for complex mathematical models.

1990-now, data science

The flood of data from new scientific instruments and simulations

The ability to economically store and manage petabytes of data online

The Internet and computing Grid that makes all these archives universally
accessible

Scientific info. management, acquisition, organization, query, and visualization

tasks scale almost linearly with data volumes. Data mining is a major new
challenge!

Jim Gray and Alex Szalay, The World Wide Telescope: An Archetype for Online
Science, Comm. ACM, 45(11): 50-54, Nov. 2002
4

Evolution of Database
Technology

1960s:

1970s:

Relational data model, relational DBMS implementation

1980s:

RDBMS, advanced data models (extended-relational, OO, deductive,

etc.)

Application-oriented DBMS (spatial, scientific, engineering, etc.)

1990s:

Data collection, database creation, IMS and network DBMS

Data mining, data warehousing, multimedia databases, and Web

databases

2000s

Stream data management and mining

Data mining and its applications

Web technology (XML, data integration) and global information systems

Chapter 1. Introduction

Why Data Mining?

What Is Data Mining?

A Multi-Dimensional View of Data Mining

What Kind of Data Can Be Mined?

What Kinds of Patterns Can Be Mined?

What Technology Are Used?

What Kind of Applications Are Targeted?

Major Issues in Data Mining

A Brief History of Data Mining and Data Mining Society

Summary
6

What Is Data Mining?

Data mining (knowledge discovery from data)

Extraction of interesting (non-trivial, implicit, previously

unknown and potentially useful) patterns or knowledge
from huge amount of data

Alternative names

Data mining: a misnomer?

Knowledge discovery (mining) in databases (KDD),
knowledge extraction, data/pattern analysis, data
archeology, data dredging, information harvesting,
business intelligence, etc.

Watch out: Is everything data mining?

Simple search and query processing

(Deductive) expert systems

7

Knowledge Discovery (KDD) Process

This is a view from typical

database systems and data
Pattern Evaluation
warehousing communities
Data mining plays an essential
role in the knowledge discovery
Data Mining
process

Task-relevant Data
Data Warehouse

Selection

Data Cleaning
Data Integration
Databases
8

Example: A Web Mining

Framework

Web mining usually involves

Data cleaning

Data integration from multiple sources

Warehousing the data

Data cube construction

Data selection for data mining

Data mining

Presentation of the mining results

Patterns and knowledge to be used or stored

into knowledge-base
9

Data Mining in Business Intelligence

Increasing potential
to support
business decisions

Decisio
n
Making
Data Presentation
Visualization Techniques

End User

Business
Analyst

Data Mining
Information Discovery

Data
Analyst

Data Exploration
Statistical Summary, Querying, and Reporting
Data Preprocessing/Integration, Data Warehouses
Data Sources
Paper, Files, Web documents, Scientific experiments, Database Systems

DBA

10

Example: Mining vs. Data

Exploration

Business intelligence view

Warehouse, data cube, reporting but not much

mining

Business objects vs. data mining tools

Supply chain example: tools
Data presentation
Exploration

11

KDD Process: A Typical View from ML

and Statistics

Input Data

Data PreProcessing

Data integration
Normalization
Feature selection
Dimension reduction

Data
Mining

Pattern discovery
Association &
correlation
Classification
Clustering
Outlier analysis

PostProcessin
g

Pattern evaluation
Pattern selection
Pattern
interpretation
Pattern visualization

This is a view from typical machine learning and statistics communities

12

Example: Medical Data

Mining

Health care & medical data mining often

adopted such a view in statistics and
machine learning

Preprocessing of the data (including feature

extraction and dimension reduction)

Classification or/and clustering processes

Post-processing for presentation

13

Chapter 1. Introduction

Why Data Mining?

What Is Data Mining?

A Multi-Dimensional View of Data Mining

What Kind of Data Can Be Mined?

What Kinds of Patterns Can Be Mined?

What Technology Are Used?

What Kind of Applications Are Targeted?

Major Issues in Data Mining

A Brief History of Data Mining and Data Mining Society

Summary
14

Multi-Dimensional View of Data

Mining

Data to be mined
Database data (extended-relational, object-oriented,
heterogeneous, legacy), data warehouse, transactional data,
stream, spatiotemporal, time-series, sequence, text and web,
multi-media, graphs & social and information networks
Knowledge to be mined (or: Data mining functions)
Characterization, discrimination, association, classification,
clustering, trend/deviation, outlier analysis, etc.
Descriptive vs. predictive data mining
Multiple/integrated functions and mining at multiple levels
Techniques utilized
Data-intensive, data warehouse (OLAP), machine learning,
statistics, pattern recognition, visualization, high-performance,
etc.
Applications adapted
Retail, telecommunication, banking, fraud analysis, bio-data
mining, stock market analysis, text mining, Web mining, etc.

15

Chapter 1. Introduction

Why Data Mining?

What Is Data Mining?

A Multi-Dimensional View of Data Mining

What Kind of Data Can Be Mined?

What Kinds of Patterns Can Be Mined?

What Technology Are Used?

What Kind of Applications Are Targeted?

Major Issues in Data Mining

A Brief History of Data Mining and Data Mining Society

Summary
16

Data Mining: On What Kinds of

Data?

Database-oriented data sets and applications

Relational database, data warehouse, transactional database

Advanced data sets and advanced applications

Data streams and sensor data

Time-series data, temporal data, sequence data (incl. biosequences)

Structure data, graphs, social networks and multi-linked data

Object-relational databases

Heterogeneous databases and legacy databases

Spatial data and spatiotemporal data

Multimedia database

Text databases

The World-Wide Web

17

Chapter 1. Introduction

Why Data Mining?

What Is Data Mining?

A Multi-Dimensional View of Data Mining

What Kind of Data Can Be Mined?

What Kinds of Patterns Can Be Mined?

What Technology Are Used?

What Kind of Applications Are Targeted?

Major Issues in Data Mining

A Brief History of Data Mining and Data Mining Society

Summary
18

Data Mining Function: (1)

Generalization

Information integration and data warehouse

construction

Data cleaning, transformation, integration, and

multidimensional data model

Data cube technology

Scalable methods for computing (i.e.,

materializing) multidimensional aggregates

OLAP (online analytical processing)

Multidimensional concept description:

Characterization and discrimination

Generalize, summarize, and contrast data

characteristics, e.g., dry vs. wet region
19

Data Mining Function: (2)

Association and Correlation Analysis

Frequent patterns (or frequent itemsets)

What items are frequently purchased together in

your Walmart?

Association, correlation vs. causality

A typical association rule

Diaper Beer [0.5%, 75%] (support, confidence)

Are strongly associated items also strongly

correlated?

How to mine such patterns and rules efficiently in large

datasets?

How to use such patterns for classification, clustering,

and other applications?
20

Data Mining Function: (3)

Classification

Classification and label prediction

Construct models (functions) based on some training examples

Describe and distinguish classes or concepts for future

prediction

Predict some unknown class labels

Typical methods

E.g., classify countries based on (climate), or classify cars

based on (gas mileage)

Decision trees, nave Bayesian classification, support vector

machines, neural networks, rule-based classification, patternbased classification, logistic regression,

Typical applications:

Credit card fraud detection, direct marketing, classifying stars,

diseases, web-pages,
21

Data Mining Function: (4) Cluster

Analysis

Unsupervised learning (i.e., Class label is unknown)

Group data to form new categories (i.e., clusters),

e.g., cluster houses to find distribution patterns

Principle: Maximizing intra-class similarity &

minimizing interclass similarity

Many methods and applications

22

Data Mining Function: (5) Outlier

Analysis

Outlier analysis

Outlier: A data object that does not comply with the

general behavior of the data

Noise or exception? One persons garbage could be

another persons treasure

Methods: by product of clustering or regression analysis,

Useful in fraud detection, rare events analysis

23

Time and Ordering: Sequential

Pattern, Trend and Evolution Analysis

Sequence, trend and evolution analysis

Trend, time-series, and deviation analysis: e.g.,
regression and value prediction
Sequential pattern mining

e.g., first buy digital camera, then buy large SD

memory cards
Periodicity analysis
Motifs and biological sequence analysis

Approximate and consecutive motifs

Similarity-based analysis
Mining data streams
Ordered, time-varying, potentially infinite, data streams
24

Structure and Network Analysis

Graph mining
Finding frequent subgraphs (e.g., chemical compounds), trees
(XML), substructures (web fragments)
Information network analysis
Social networks: actors (objects, nodes) and relationships
(edges)
e.g., author networks in CS, terrorist networks
Multiple heterogeneous networks
A person could be multiple information networks: friends,
family, classmates,
Links carry a lot of semantic information: Link mining
Web mining
Web is a big information network: from PageRank to Google
Analysis of Web information networks
Web community discovery, opinion mining, usage mining,
25

Evaluation of Knowledge

Are all mined knowledge interesting?

One can mine tremendous amount of patterns and knowledge

Some may fit only certain dimension space (time, location, )

Some may not be representative, may be transient,

Evaluation of mined knowledge directly mine only

interesting knowledge?

Descriptive vs. predictive

Coverage

Typicality vs. novelty

Accuracy

Timeliness

26

Chapter 1. Introduction

Why Data Mining?

What Is Data Mining?

A Multi-Dimensional View of Data Mining

What Kind of Data Can Be Mined?

What Kinds of Patterns Can Be Mined?

What Technology Are Used?

What Kind of Applications Are Targeted?

Major Issues in Data Mining

A Brief History of Data Mining and Data Mining Society

Summary
27

Data Mining: Confluence of Multiple

Disciplines
Machine
Learning

Applications

Algorithm

Pattern
Recognition

Data Mining

Database
Technology

Statistics

Visualization

High-Performance
Computing

28

Why Confluence of Multiple

Disciplines?

Tremendous amount of data

High-dimensionality of data

Micro-array may have tens of thousands of dimensions

High complexity of data

Algorithms must be highly scalable to handle such as terabytes of data

Data streams and sensor data

Time-series data, temporal data, sequence data
Structure data, graphs, social networks and multi-linked data
Heterogeneous databases and legacy databases
Spatial, spatiotemporal, multimedia, text and Web data
Software programs, scientific simulations

New and sophisticated applications

29

Chapter 1. Introduction

Why Data Mining?

What Is Data Mining?

A Multi-Dimensional View of Data Mining

What Kind of Data Can Be Mined?

What Kinds of Patterns Can Be Mined?

What Technology Are Used?

What Kind of Applications Are Targeted?

Major Issues in Data Mining

A Brief History of Data Mining and Data Mining Society

Summary
30

Applications of Data Mining

Web page analysis: from web page classification, clustering

to PageRank & HITS algorithms

Collaborative analysis & recommender systems

Basket data analysis to targeted marketing

Biological and medical data analysis: classification, cluster

analysis (microarray data analysis), biological sequence
analysis, biological network analysis

Data mining and software engineering (e.g., IEEE Computer,

Aug. 2009 issue)

From major dedicated data mining systems/tools (e.g., SAS,

MS SQL-Server Analysis Manager, Oracle Data Mining Tools)
to invisible data mining
31

Chapter 1. Introduction

Why Data Mining?

What Is Data Mining?

A Multi-Dimensional View of Data Mining

What Kind of Data Can Be Mined?

What Kinds of Patterns Can Be Mined?

What Technology Are Used?

What Kind of Applications Are Targeted?

Major Issues in Data Mining

A Brief History of Data Mining and Data Mining Society

Summary
32

Major Issues in Data Mining

(1)

Mining Methodology

Mining various and new kinds of knowledge

Mining knowledge in multi-dimensional space

Data mining: An interdisciplinary effort

Boosting the power of discovery in a networked environment

Handling noise, uncertainty, and incompleteness of data

Pattern evaluation and pattern- or constraint-guided mining

User Interaction

Interactive mining

Incorporation of background knowledge

Presentation and visualization of data mining results

33

Major Issues in Data Mining

(2)

Efficiency and Scalability

Efficiency and scalability of data mining algorithms

Parallel, distributed, stream, and incremental mining

methods

Diversity of data types

Handling complex types of data

Mining dynamic, networked, and global data repositories

Data mining and society

Social impacts of data mining

Privacy-preserving data mining

Invisible data mining

34

Chapter 1. Introduction

Why Data Mining?

What Is Data Mining?

A Multi-Dimensional View of Data Mining

What Kind of Data Can Be Mined?

What Kinds of Patterns Can Be Mined?

What Technology Are Used?

What Kind of Applications Are Targeted?

Major Issues in Data Mining

A Brief History of Data Mining and Data Mining Society

Summary
35

A Brief History of Data Mining

Society

1989 IJCAI Workshop on Knowledge Discovery in Databases

1991-1994 Workshops on Knowledge Discovery in Databases

Knowledge Discovery in Databases (G. Piatetsky-Shapiro and W.

Frawley, 1991)
Advances in Knowledge Discovery and Data Mining (U. Fayyad,
G. Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy, 1996)

1995-1998 International Conferences on Knowledge Discovery in

Databases and Data Mining (KDD95-98)

Journal of Data Mining and Knowledge Discovery (1997)

ACM SIGKDD conferences since 1998 and SIGKDD Explorations

More conferences on data mining

PAKDD (1997), PKDD (1997), SIAM-Data Mining (2001), (IEEE)

ICDM (2001), etc.

ACM Transactions on KDD starting in 2007

36

Conferences and Journals on Data Mining

KDD Conferences

ACM SIGKDD Int. Conf. on

Knowledge Discovery in
Databases and Data Mining
(KDD)

SIAM Data Mining Conf. (SDM)

(IEEE) Int. Conf. on Data Mining

(ICDM)

European Conf. on Machine

Learning and Principles and
practices of Knowledge
Discovery and Data Mining
(ECML-PKDD)

Pacific-Asia Conf. on
Knowledge Discovery and Data
Mining (PAKDD)

Int. Conf. on Web Search and

Data Mining (WSDM)

Other related conferences

DB conferences: ACM
SIGMOD, VLDB, ICDE, EDBT,
ICDT,

Web and IR conferences:

WWW, SIGIR, WSDM

ML conferences: ICML, NIPS

PR conferences: CVPR,

Journals

Data Mining and Knowledge

Discovery (DAMI or DMKD)

IEEE Trans. On Knowledge

and Data Eng. (TKDE)

KDD Explorations

ACM Trans. on KDD

37

Where to Find References? DBLP, CiteSeer,

Google

Data mining and KDD (SIGKDD: CDROM)

Database systems (SIGMOD: ACM SIGMOD Anthology CD ROM)

Conferences: SIGIR, WWW, CIKM, etc.

Journals: WWW: Internet and Web Information Systems,

Statistics

Conferences: Machine learning (ML), AAAI, IJCAI, COLT (Learning Theory), CVPR, NIPS,
etc.
Journals: Machine Learning, Artificial Intelligence, Knowledge and Information
Systems, IEEE-PAMI, etc.

Web and IR

Conferences: ACM-SIGMOD, ACM-PODS, VLDB, IEEE-ICDE, EDBT, ICDT, DASFAA

Journals: IEEE-TKDE, ACM-TODS/TOIS, JIIS, J. ACM, VLDB J., Info. Sys., etc.

AI & Machine Learning

Conferences: ACM-SIGKDD, IEEE-ICDM, SIAM-DM, PKDD, PAKDD, etc.

Journal: Data Mining and Knowledge Discovery, KDD Explorations, ACM TKDD

Conferences: Joint Stat. Meeting, etc.

Journals: Annals of statistics, etc.

Visualization

Conference proceedings: CHI, ACM-SIGGraph, etc.

Journals: IEEE Trans. visualization and computer graphics, etc.

38

Chapter 1. Introduction

Why Data Mining?

What Is Data Mining?

A Multi-Dimensional View of Data Mining

What Kind of Data Can Be Mined?

What Kinds of Patterns Can Be Mined?

What Technology Are Used?

What Kind of Applications Are Targeted?

Major Issues in Data Mining

A Brief History of Data Mining and Data Mining Society

Summary
39

Summary

Data mining: Discovering interesting patterns and knowledge

from massive amount of data

A natural evolution of database technology, in great demand,

with wide applications

A KDD process includes data cleaning, data integration, data

selection, transformation, data mining, pattern evaluation,
and knowledge presentation

Mining can be performed in a variety of data

Data mining functionalities: characterization, discrimination,

association, classification, clustering, outlier and trend
analysis, etc.

Data mining technologies and applications

Major issues in data mining

40

Recommended Reference
Books

S. Chakrabarti. Mining the Web: Statistical Analysis of Hypertex and Semi-Structured Data.
Morgan Kaufmann, 2002

R. O. Duda, P. E. Hart, and D. G. Stork, Pattern Classification, 2ed., Wiley-Interscience, 2000

T. Dasu and T. Johnson. Exploratory Data Mining and Data Cleaning. John Wiley & Sons, 2003

U. M. Fayyad, G. Piatetsky-Shapiro, P. Smyth, and R. Uthurusamy. Advances in Knowledge

Discovery and Data Mining. AAAI/MIT Press, 1996

U. Fayyad, G. Grinstein, and A. Wierse, Information Visualization in Data Mining and Knowledge
Discovery, Morgan Kaufmann, 2001

J. Han and M. Kamber. Data Mining: Concepts and Techniques. Morgan Kaufmann, 3 rd ed., 2011

D. J. Hand, H. Mannila, and P. Smyth, Principles of Data Mining, MIT Press, 2001

T. Hastie, R. Tibshirani, and J. Friedman, The Elements of Statistical Learning: Data Mining,
Inference, and Prediction, 2nd ed., Springer-Verlag, 2009

B. Liu, Web Data Mining, Springer 2006.

T. M. Mitchell, Machine Learning, McGraw Hill, 1997

G. Piatetsky-Shapiro and W. J. Frawley. Knowledge Discovery in Databases. AAAI/MIT Press,

1991

P.-N. Tan, M. Steinbach and V. Kumar, Introduction to Data Mining, Wiley, 2005

S. M. Weiss and N. Indurkhya, Predictive Data Mining, Morgan Kaufmann, 1998

I. H. Witten and E. Frank, Data Mining: Practical Machine Learning Tools and Techniques with
Java Implementations, Morgan Kaufmann, 2 nd ed. 2005

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