COS10022 – DATA SCIENCE PRINCIPLES

Dr Pei-Wei Tsai (Lecturer, Unit Convenor)

ptsai@[Link], EN508d
 Welcome to COS10022

Data Science Principles

Asynchronized Live Online
Laboratories
Short Videos Lectures

Online Tests Assignments

(week 5, 9, and 12) (Week 4 and 10)
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[Link]
 About Us

◦ Lecturer, Tutor, and Convenor

◦ Dr Pei-Wei Tsai
ptsai@[Link]
Office: EN508d
◦ Main Research Fields:
◦ Intelligent Optimisation
◦ Data Analytics
◦ Machine Learning

◦ [Link]
ABOUT DATA SCIENCE
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About Data
Scientist

◦ The Sexiest Job of the 21st Century

- by Thomas H. Davenport and D. J. Patil.
(2012)
◦ A Hot Job that Pays Well
- by Indeed hiring lab (on Occupation
Spotlight, 2019)
◦ Data Science has emerged as a crucial field
for organisations across various industries
as they seek to make data-driven decisions.
- by Anastasia Rashevskaya (2024).

[Link]
[Link]

◦ Data Scientist ranked in the top 8 in 100 best jobs.

- [Link]

About ◦ Data Engineer ranked in the top 10 in Indeed’s best job of

2024.

Data Scientist
- Indeed’s 2024 Workforce Insight Report
◦ Data Scientist’s average salary in the US is AUD156,717 per
year.
- Datablokes.
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Key Questions

What is Data Science?

Who are Data Scientists? What do

they do?

What is Big Data?

What drives Big Data?

Moving from the regular data to the

big data realm?

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[Link]
 Data Scientist
◦ Capable of analyzing and interpreting
complex digital data to assist a business in its
decision-making.

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[Link]
Data Scientist
◦ Essential sets of skills and behavioural
characteristics
1. Quantitative skill, e.g. mathematics, statistics.
2. Technical aptitude, e.g. software engineering,
machine learning, and programming skills.
3. Skeptial mind-set and critical thinking, i.e.
capable of examining their work critically
rather than in a one-sided way.
4. Curious and creative, i.e. passionate about
data and finding creative ways to solve
problems and portray information.
5. Communicate and collaborative, e.g. able to
articulate business values, a good team
player.

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 Big Data
◦ Exceeds the processing capacity of
conventional database systems
◦ Too big (TB/PB level)
◦ Moves too fast
◦ New structure

◦ Four Vs of Big Data:

◦ Volume
◦ Velocity
◦ Variety
◦ (Veracity)

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[Link] [Link]
Moving from the
regular data to the big
data realm?
◦ How much data an average person
generates per day?
◦ Mobile phone geo-location data.
◦ Social media data.
◦ Communications.
◦ IoT devices.
◦ …

◦ With proper data processing techniques,

new knowledge or information can be
extracted form the data generated by people
in their daily life.

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ABOUT THIS UNIT (COS10022)
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Learning Outcomes
◦ After successfully completing this unit, you should be able to:
1. Appreciate the roles of data science and Big Data analytics in
organisational contexts.
2. Compare and analyse he key concepts, techniques and tools
for discovering, analysing, visualising and presenting data.
3. Describe the processes within the Data Analytics Lifecycle.
4. Analyse organisational problems and formulate them into data
science tasks.
5. Evaluate suitable techniques and tools for specific data
science tasks.
6. Develop and execute an analytics plan for a given case study.

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 Lab Environment

Hardware

• Desktops
• You can also bring your own laptop

Software

• Google Colab
• KNIME (analytics libraries and tools)

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Classroom
Etiquette
◦ Usage of Personal Electronic Devices
◦ Cell phones/PDAs (Set to Vibration
mode or mute)
◦ If your phone rings, answer it as you
step out of the classroom.
◦ Bring your own rubbish with you when
leaving the room.
◦ Inform the instructor and the lab partners
(if any) of all absences from classroom
sessions.
◦ Excessive absences will be interpreted
as non-attendance at the class.
◦ Although we encourage collaboration
during the class, please treat the data files,
code and lab as intellectual property of
this unit and do not redistribute without the
consent of the unit convenor.
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 Expected ◦ Strong mathematical and quantitative capability.

Background ◦ Basic programming skills.

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Assessment and Task Details
Individual or Group Submission
Assessment Task Weighting
Task Due Date

Assignment 1 Individual 20% End of Week 4

Assignment 2 Individual 30% End of Week 10

Online Test 1 Individual 10% Week 5 Lab

Online Test 2 Individual 10% Week 9 Lab

Online Test 3 Individual 30% Week 12 Lab

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Requirements

Participation Requirement Minimum requirements to pass Assignment Requirement

• You are expected to attend all lectures this unit • Submit the assignment on time.
and labs. • Achieve an overall mark for the unit of • Deductions will be applied for late
• Use the specified tool in the unit in all 50% or more. submissions. 10% of the mark for that
assignments and tests. • Submit all assignments and particular assignment will be deducted
participating in all tests. per day after the deadline.
• Maximum delay is 5 days.

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[Link]
Special
Consideration?

If you encounter some The special consideration

difficulties such as will only extend the
medical issues, which deadline in a reasonable
affects your progress, range for submitting the
during the study, you’ll assignments. It will not be
need to launch a special used to twist the
consideration. evaluation criteria.

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Special
Consideration?
A special exam is offered
to students who are
granted special
considerations, unless it is
possible to accommodate
the special considerations
during the semester.

Before the end of the

semester: deadline
extended.
After the end of the
semester: a special
exam is required.

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OVERVIEW OF DATA SCIENCE
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 Data Structures
Less Data

Relational DBMS

Extensible Markup Language (XML),

JSON, CSV, etc.

Web click stream

Text documents, PDFs, images, video, etc.

More Data

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Data Devices
◦ Gather data from multiple locations.
◦ Continuously generate new data about this data.
◦ For each Gigabyte created for this data, an additional Petabyte of data is
created about that data.

◦ Consider
Data generated from someone playing an online video game through a PC,
game console (PlayStation, Xbox, Nintendo Wii), or smartphone.

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Data Collectors
◦ Entities that collect data from the device and users.

◦ Consider
◦ Internet Streaming provider tracks:
◦ The shows a client watches
◦ Which programs/channels someone will and will not pay for to watch on demand
◦ The prices someone is willing to pay for premium content

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Data
Aggregators
◦ Entities that compile and make sense of the
data collected by data collectors.
◦ Transform and package the data as products
to sell.

◦ Example
◦ Falcon

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[Link]
Data Users and Buyers
◦ Direct benefactors of the data collected and aggregated by others within the data value chain.

◦ Examples
◦ Corporate customers
◦ Analytic services
◦ Media archives
◦ Advertising
◦ Information brokers
◦ Credit bureaus
◦ Catalogue co-ops

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[Link]
 Data Science vs
Enterprise Data
Warehouse
◦ Data Warehouse (DW) is a relational
database that is designed for query and
analysis rather than for transaction
processing. Contains selective, cleaned,
and transformed historical data.

◦ Extraction, Transformation, and Loading

(ETL)
◦ On-Line Analytical Processing (OLAP)
◦ Supports enterprise decision making

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[Link] [Link]
 Data Science vs
Enterprise Data
Warehouse
◦ Limitations of the Enterprise DW analytics:
1. High-value data is hard to reach and
leverage.
◦ Low priority for data science projects.

2. Data usually moves in batches from DW to

local analytics tools (e.g. R, SAS, Excel).
◦ In-memory analytics; dataset size constraints.

3. Data Science projects remain isolated and

ad-hoc, rather than centrally managed.
◦ Data science initiatives not aligned with
corporate strategic business goals.

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Source: Dietrich, D. ed., 2015, Data Science & Big Data Analytics: Discovering, Analyzing, Visualizing and Presenting Data.
 Predictive Analytics and Data Mining
Exploratory (Data Science)
Typical - Optimisation, predictive modelling,
Techniques forecasting, statistical analysis.
and - Structured/unstructured data, many types
Data Types of sources, very large datasets.
- What if…?

DATA SCIENCE
Common - What’s the optimal scenario for our business?
Questions - What will happen next? What if these trends
continue? Why is this happening?

Data
Business Intelligence
VS
BUSINESS
Science
Typical - Standard and ad hoc reporting, dashboard,
Techniques alerts, queries, details on demand.

INTELLIGENCE
Analytical and
Data Types
- Structured data, traditional sources,
manageable datasets.
Approach - What happened last quarter?
Common - How many units sold?
Business Questions - Where is the problem? In which alterations?
Intelligence

Explanatory

Past Future
Time

32 Source: Dietrich, D. ed., 2015, Data Science & Big Data Analytics: Discovering, Analyzing,
Visualizing and Presenting Data.
BIG DATA ECOSYSTEM
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 DRIVERS
OF BIG
DATA

34 Source: Dietrich, D. ed., 2015, Data Science & Big Data Analytics: Discovering, Analyzing,
Visualizing and Presenting Data.
Key
Characteristics of
Big Data
◦ Data Volume
◦ 44x increase from 2010 to 2020.
(1.2 Zetta Bytes to 35.2 ZB)

◦ Processing Complexity
◦ Changing data structures.
◦ Use cases warranting additional
transformations and analytical techniques.

◦ Data Structure
◦ Greater variety of data structures to mine and
analyse.

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Big Data: What is
◦ Big Data is data whose scale, distribution, diversity,
and/or timeliness require the use of new technical
architectures and analytics to enable insights that Timeliness Scale
unlock new sources of business value.
– by M. James, C. Michael, B. Brad, B. Jacques, D.
Richard, R. Charles, and H. Angela, 2011. Big data:
the next frontier for innovation, competition, and
productivity. The McKinsey Global Institute. Diversity Accuracy

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 Volume

Big Data 4 Vs Revisit • Scale

Variety
• Diversity
• Distribution

Timeliness Scale Velocity

• Timeliness

Diversity Accuracy
Veracity
• i.e. pertaining to the
accuracy of data.

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 Source: Dietrich, D. ed.,

Emerging Big Data Ecosystem 2015, Data Science & Big

Data Analytics:
Discovering, Analyzing,
Visualizing and Presenting
Data.
Data
Devices Credit card Internet RFID Surveillance Medical
Cell Phone GPS iPad ebook Video game Internet ATM
reader Video image

Law Individual
Enforcement Marketers
Information Employers
Medical Advertising
Brokers
Analytic
Services
Government Internet

Data Websites
Collectors
Data
Aggregators

Data
Multimedia
Users/Buyers Retail Catalog
Co-ops

Media Financial
User Private
Medical Brokers Delivery
Credit Investigators/
Archives Banks Service
Bureau Lawyers
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Big Data vs Enterprise
DW/Business
Intelligence
◦ The four Vs of Big Data will not work well with
the traditional Enterprise Data Warehouse.
◦ Centralised, purpose-built space. (lack of agility)
◦ Supports Business Intelligence and reporting.
(restrict robust analyses)
◦ Analysts must depend on IT group and DBAs for
data access. (lack of control)
◦ Analyst must spend significant time to aggregate
and dis-aggregate data from multiple sources.
(reduces timeliness)

◦ To succeed, Big Data analytics require

different approaches.

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 Analytic Sandbox
(Workspaces)
◦ Resolve the conflict between the needs of
analysts and the traditional EDW or other
formally managed corporate data.
◦ Data assets gathered from multiple sources
and technologies for analysis.
◦ Enables flexible, high performance analysis in
nonproduction environment.
◦ Reduces costs and risks associated with data
replication into “shadow” file systems.
◦ “Analyst owned” rather than “DBA owned.”

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Bid Data:
Key Roles

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Texts and
Resources
◦ Unless stated otherwise, the materials
presented in this lecture are taken from:
◦ Dietrich, D. ed., 2015. Data Science & Big Data
Analytics: Discovering, Analyzing, Visualizing
and Presenting Data. EMC Education Services.
◦ Schutt, R. and O’Neil, C., 2013. Doing data
science: Straight talk from the frontline. O’Reilly
Media, Inc.
◦ Pierson, L., Data Science for Dummies, 2nd
Edition, John Wiley & Sons © 2017
◦ Mueller, J. P. and Massaron, L., Python for Data
Science for Dummies, 2nd Edition, John Wiley &
Sons © 2019 (432 pages), ISBN:9781119547624
◦ Joel Grus, 2019. Data Science from Scratch –
First Principles with Python, 2nd Edition, O’Reilly
Media, Inc.
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 • Unit structure
Unit Summary

• Requirements, Expectations, and Rules

• About Data Science
• Big Data Ecosystem

WEEK 09 SUMMARY

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