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What Is Data Mining?: Dama-Ncr

Data mining involves analyzing data to find patterns and relationships that can be used to predict future outcomes. It utilizes techniques like classification, clustering, association rule learning, and neural networks. The CRISP-DM methodology provides a standard process for data mining projects that includes business understanding, data understanding, data preparation, modeling, evaluation, and deployment phases. Data mining differs from traditional statistical analysis in that it can analyze very large datasets and does not require assumptions about the data.

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0% found this document useful (0 votes)
72 views

What Is Data Mining?: Dama-Ncr

Data mining involves analyzing data to find patterns and relationships that can be used to predict future outcomes. It utilizes techniques like classification, clustering, association rule learning, and neural networks. The CRISP-DM methodology provides a standard process for data mining projects that includes business understanding, data understanding, data preparation, modeling, evaluation, and deployment phases. Data mining differs from traditional statistical analysis in that it can analyze very large datasets and does not require assumptions about the data.

Uploaded by

Sam Kame
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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What is Data Mining?

DAMA-NCR
Tuesday, November 13, 2001
Laura Squier Technical Consultant [email protected]

Agenda
What Data Mining IS and IS NOT Steps in the Data Mining Process CRISP-DM Explanation of Models Examples of Data Mining Applications Questions

The Evolution of Data Analysis


Evolutionary Step Business Question Data Collection (1111 s) Data Access (1111 s) Enabling Technologies Product Providers Characteristics IBM, CDC Retrospective, static data delivery Retrospective, dynamic data delivery at record level "What was my total Computers, tapes, revenue in the last disks five years?" "What were unit sales in New England last March?" Relational databases (RDBMS), Structured Query Language (SQL), ODBC On-line analytic processing (OLAP), multidimensional databases, data warehouses Advanced algorithms, multiprocessor computers, massive databases

Oracle, Sybase, Informix, IBM, Microsoft

Data Warehousing & Decision Support (1111 s)

"What were unit sales in New England last March? Drill down to Boston." "Whats likely to happen to Boston unit sales next month? Why?"

SPSS, Comshare, Retrospective, Arbor, Cognos, dynamic data Microstrategy,NCR delivery at multiple levels

Data Mining (Emerging Today)

SPSS/Clementine, Lockheed, IBM, SGI, SAS, NCR, Oracle, numerous startups

Prospective, proactive information delivery

Results of Data Mining Include:


Forecasting what may happen in the future Classifying people or things into groups by recognizing patterns Clustering people or things into groups based on their attributes Associating what events are likely to occur together Sequencing what events are likely to lead to later events

Data mining is not


Brute-force crunching of bulk data Blind application of algorithms Going to find relationships where none exist Presenting data in different ways A database intensive task A difficult to understand technology requiring an advanced degree in computer science

Data Mining Is
A hot buzzword for a class of techniques that find patterns in data A user-centric, interactive process which leverages analysis technologies and computing power A group of techniques that find relationships that have not previously been discovered Not reliant on an existing database A relatively easy task that requires knowledge of the business problem/subject matter expertise

Data Mining versus OLAP


OLAP - On-line Analytical Processing Provides you with a very good view of what is happening, but can not predict what will happen in the future or why it is happening

Data Analysis Data Mining Originally developed to act Tests for statistical correctness of models as expert systems to solve Are statistical problems assumptions of models Less interested in the correct? mechanics of the Eg Is the R-Square technique good? If it makes sense then lets Hypothesis testing use it Is the relationship Does not require significant? assumptions to be made Use a t-test to validate about data significance Can find patterns in very Tends to rely on sampling large amounts of data Techniques are not Requires understanding optimised for large of data and business amounts of data problem Requires strong statistical skills

Data Mining Versus Statistical Analysis

Examples of What People are Doing with Data Mining:


Fraud/Non-Compliance Anomaly detection Recruiting/Attracting customers Maximizing Isolate the factors that profitability (cross lead to fraud, waste and selling, identifying abuse profitable customers) Target auditing and Service Delivery and investigative efforts more Customer Retention
effectively Build profiles of customers likely to use which services

Credit/Risk Scoring Intrusion detection Parts failure prediction

Web Mining

How Can We Do Data Mining?


By Utilizing the CRISPDM Methodology a standard process existing data software technologies situational expertise

Why Should There be a Standard Process?


The data mining process must be reliable and repeatable by people with little data mining background.
Framework for recording experience Allows projects to be replicated Aid to project planning and management Comfort factor for new adopters Demonstrates maturity of Data Mining Reduces dependency on stars

Process Standardization
CRISP-DM:
CRoss Industry Standard Process for Data Mining Initiative launched Sept.1996 SPSS/ISL, NCR, Daimler-Benz, OHRA Funding from European commission Over 200 members of the CRISP-DM SIG worldwide
DM Vendors - SPSS, NCR, IBM, SAS, SGI, Data Distilleries, Syllogic, Magnify, .. System Suppliers / consultants - Cap Gemini, ICL Retail, Deloitte & Touche, End Users - BT, ABB, Lloyds Bank, AirTouch, Experian, ...

CRISP-DM
Non-proprietary Application/Industry neutral Tool neutral Focus on business issues As well as technical analysis Framework for guidance Experience base Templates for Analysis

The CRISPDM Process Model

Why CRISP-DM?
The data mining process must be reliable and repeatable by people with little data mining skills CRISP-DM provides a uniform framework for guidelines experience documentation CRISP-DM is flexible to account for differences Different business/agency problems Different data

Phases and Tasks


Business Understanding Data Understanding Data Preparation Modeling Evaluation Deployment
Determine Collect Initial Data Data Set Business Objectives Initial Data Collection Data Set Description Background Report Business Objectives Select Data Business Success Describe Data Rationale for Inclusion Criteria Data Description Report Exclusion

Select Modeling Evaluate Results Plan Deployment Technique Assessment of Data Deployment Plan Modeling Technique Mining Results w.r.t. Modeling Assumptions Business Success Plan Monitoring and / Criteria Maintenance Generate Test Design Approved Models Monitoring and Test Design Maintenance Plan Situation Assessment Explore Data Clean Data Review Process Inventory of Resources Data Exploration ReportData Cleaning Report Build Model Review of Process Produce Final Report Requirements, Parameter Settings Final Report Assumptions, and Verify Data Quality Construct Data Models Determine Next Steps Final Presentation Constraints Data Quality Report Derived Attributes Model Description List of Possible Actions Risks and Contingencies Generated Records Decision Review Project Terminology Assess Model Experience Costs and Benefits Integrate Data Model Assessment Documentation Merged Data Revised Parameter Determine Settings Data Mining Goal Format Data Data Mining Goals Reformatted Data Data Mining Success Criteria Produce Project Plan Project Plan Initial Asessment of Tools and Techniques

Phases in the DM Process: CRISP-DM

Phases in the DM Process (1 & 2)


Business Understanding: Statement of Business Objective Statement of Data Data Understanding Mining objective Explore the data and Statement of Success verify the quality Criteria Find outliers

Phases in the DM Process (3)


Data preparation:
Takes usually over 90% of our time Collection Assessment Consolidation and Cleaning

Data selection
outliers?

table links, aggregation level, missing values, etc active role in ignoring noncontributory data? Use of samples visualization tools

Transformations - create new


variables

Phases in the DM Process (4)


Model building Selection of the modeling techniques is based upon the data mining objective Modeling is an iterative process - different for supervised and unsupervised learning May model for either description or prediction

Types of Models
Prediction Models for Descriptive Models for Predicting and Grouping and Finding Classifying Associations Regression algorithms Clustering/Grouping (predict numeric algorithms: Koutcome): neural means, Kohonen networks, rule induction, CART (OLS Association regression, GLM) algorithms: apriori, Classification GRI algorithm predict symbolic outcome): CHAID, C5.0 (discriminant analysis, logistic regression)

Neural Network
Input layer Hidden layer Output

Neural Networks
Description Difficult interpretation Tends to overfit the data Extensive amount of training time A lot of data preparation Works with all data types

Rule Induction
Description
Produces decision trees: income < $40K
job > 5 yrs then good risk job < 5 yrs then bad risk

C re d it ra n kin g ( = d e fa u lt) 1 C a t. % n Ba d 1 . 11 1 1 11 G o o d 1 . 11 1 11 1 To ta (1 1 1 .1 1 1 1 l )1 P a id W e e kly/Mo n th ly P -va lu e = . 1 1 1 h i-s q u a re = 1 1. 1 1 1 1 11 ,C 1 1 , d f= W e e kly p a y C a t. % n Ba d 1 1. 1 1 1 1 1 Go o d 1 . 11 11 1 To ta l(1 1 .1 1 1 1 1 ) Ag e C a te g o rica l P -va lu e = . 1 1 1 h i-s q u a re = 1 . 1 1 1 1 11 ,C 1 1 , d f= Yo u n g (< 1 );Mid d le ( 1 - 1 ) 1 1 1 C a t. % n Ba d 1 . 11 1 11 1 G o o d 11 1 . 1 1 T o ta l(1 1 11 .1 1 1 ) O ld ( > 1 ) 1 C a t. % n B a d 11 1 . 1 Goo d1 1111 1. To ta l (11 1 1 . ) Mo n th ly s a la ry C a t. % n B a d 1 . 11 11 1 Good 1 . 11 1 11 1 To ta l(1 1 11 .1 ) 1 Ag e C a te g o rica l P -va lu e = . 1 1 1 h i-s q u a re = 1 . 1 1 1 1 11 ,C 1 1 , d f= Yo u n g (< 1 ) 1 C a t. % n B a d 1. 1111 1 Good 1 . 1111 1 T o ta l(1 1 1 1 .1 )1 Mid d le1 1 - 1 );Old ( 1 1 ) ( 1 > C a t. % n B a d 11 1 . 1 Good 1 . 11 1 11 1 T o ta l(1 1 11 .1 1 1 )

income > $40K


high debt then bad risk low debt then good risk

Or Rule Sets:

Rule #1 for good risk:


if income > $40K if low debt

S o c ia l C la s s P -va lu e = . 1 1 1 h i-s q u a re = 1 . 1 1 1 1 11 ,C 1 1 , d f= Ma n a g e m e n t;C le rica l C a t. % n B a d 11 1 . 1 Good1 1111 1. T o ta l (11 1 1 . ) P ro fe s s io n a l C a t. % n Ba d 1 . 1111 1 G o o d 1. 1111 1 T o ta l(1 1 1 1 .1 )1

Rule #2 for good risk:


if income < $40K if job > 5 years

Rule Induction
Description Intuitive output Handles all forms of numeric data, as well as non-numeric (symbolic) data C5 Algorithm a special case of rule induction Target variable must be symbolic

Apriori
Description
Seeks association rules in dataset Market basket analysis Sequence discovery

Kohonen Network
Description
unsupervised seeks to describe dataset in terms of natural clusters of cases

Phases in the DM Process (5)


Model Evaluation Evaluation of model: how well it performed on test data Methods and criteria depend on model type: e.g., coincidence matrix with classification models, mean error rate with regression models Interpretation of model: important or not, easy or hard depends on algorithm

Phases in the DM Process (6)


Deployment Determine how the results need to be utilized Who needs to use them? How often do they need to be used Deploy Data Mining results by: Scoring a database Utilizing results as business rules interactive scoring on-line

Specific Data Mining Applications:

What data mining has done for...


The US Internal Revenue Service needed to improve customer service and...

Scheduled its workforce to provide faster, more accurate answers to questions.

What data mining has done for...


The US Drug Enforcement Agency needed to be more effective in their drug busts and

analyzed suspects cell phone usage to focus investigations.

What data mining has done for...


HSBC need to cross-sell more effectively by identifying profiles that would be interested in higher yielding investments and...

Reduced direct mail costs by 30% while garnering 95% of the campaigns revenue.

Final Comments
Data Mining can be utilized in any organization that needs to find patterns or relationships in their data. By using the CRISP-DM methodology, analysts can have a reasonable level of assurance that their Data Mining efforts will render useful, repeatable, and valid results.

Questions?

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