CS590D: Data Mining
Chris Clifton
March 22, 2006
Data Mining Process
Thanks to Laura Squier, SPSS for some of
the material used
How to Choose a Data Mining
System?
• Commercial data mining systems have little in common
– Different data mining functionality or methodology
– May even work with completely different kinds of data sets
• Need multiple dimensional view in selection
• Data types: relational, transactional, text, time sequence,
spatial?
• System issues
– running on only one or on several operating systems?
– a client/server architecture?
– Provide Web-based interfaces and allow XML data as input
and/or output?
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How to Choose a Data Mining
System? (2)
• Data sources
– ASCII text files, multiple relational data sources
– support ODBC connections (OLE DB, JDBC)?
• Data mining functions and methodologies
– One vs. multiple data mining functions
– One vs. variety of methods per function
• More data mining functions and methods per function provide the
user with greater flexibility and analysis power
• Coupling with DB and/or data warehouse systems
– Four forms of coupling: no coupling, loose coupling, semitight
coupling, and tight coupling
• Ideally, a data mining system should be tightly coupled with a
database system
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How to Choose a Data Mining
System? (3)
• Scalability
– Row (or database size) scalability
– Column (or dimension) scalability
– Curse of dimensionality: it is much more challenging to make a
system column scalable that row scalable
• Visualization tools
– “A picture is worth a thousand words”
– Visualization categories: data visualization, mining result
visualization, mining process visualization, and visual data
mining
• Data mining query language and graphical user interface
– Easy-to-use and high-quality graphical user interface
– Essential for user-guided, highly interactive data mining
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Examples of Data Mining
Systems (1)
• IBM Intelligent Miner
– A wide range of data mining algorithms
– Scalable mining algorithms
– Toolkits: neural network algorithms, statistical methods, data
preparation, and data visualization tools
– Tight integration with IBM's DB2 relational database system
• SAS Enterprise Miner
– A variety of statistical analysis tools
– Data warehouse tools and multiple data mining algorithms
• Mirosoft SQLServer 2000
– Integrate DB and OLAP with mining
– Support OLEDB for DM standard
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Examples of Data Mining
Systems (2)
• SGI MineSet
– Multiple data mining algorithms and advanced statistics
– Advanced visualization tools
• Clementine (SPSS)
– An integrated data mining development environment for end-
users and developers
– Multiple data mining algorithms and visualization tools
• DBMiner (DBMiner Technology Inc.)
– Multiple data mining modules: discovery-driven OLAP analysis,
association, classification, and clustering
– Efficient, association and sequential-pattern mining functions,
and visual classification tool
– Mining both relational databases and data warehouses
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CRISP-DM:
Data Mining Process
• Cross-Industry Standard Process for Data
Mining (CRISP-DM)
• European Community funded effort to develop
framework for data mining tasks
• Goals:
– Encourage interoperable tools across entire data
mining process
– Take the mystery/high-priced expertise out of simple
data mining tasks
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Why Should There be a
Standard Process?
• Framework for recording
experience
– Allows projects to be
replicated
The data mining process must • Aid to project planning
be reliable and repeatable by and management
people with little data mining • “Comfort factor” for new
background.
adopters
– Demonstrates maturity of
Data Mining
– Reduces dependency on
“stars”
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Process Standardization
• 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, ...
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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
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CRISP-DM: Overview
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CRISP-DM: Phases
• Business Understanding
– Understanding project objectives and requirements
– Data mining problem definition
• Data Understanding
– Initial data collection and familiarization
– Identify data quality issues
– Initial, obvious results
• Data Preparation
– Record and attribute selection
– Data cleansing
• Modeling
– Run the data mining tools
• Evaluation
– Determine if results meet business objectives
– Identify business issues that should have been addressed earlier
• Deployment
– Put the resulting models into practice
– Set up for repeated/continuous mining of the data
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Phases and Tasks
Business Data Data
Modeling Evaluation Deployment
Understanding Understanding Preparation
Determine Collect Initial Data Data Set Select Modeling Evaluate Results Plan Deployment
Business Initial Data Collection Data Set Description Technique Assessment of Data Deployment Plan
Objectives Report Modeling Technique Mining Results w.r.t.
Background Select Data Modeling Assumptions Business Success Plan Monitoring and
Business Objectives Describe Data Rationale for Inclusion / Criteria Maintenance
Business Success Data Description Report Exclusion Generate Test DesignApproved Models Monitoring and
Criteria Test Design Maintenance Plan
Explore Data Clean Data Review Process
Situation Data Exploration ReportData Cleaning Report Build Model Review of Process Produce Final Report
Assessment Parameter Settings Final Report
Inventory of Verify Data Quality Construct Data Models Determine Next StepsFinal Presentation
Resources Data Quality Report Derived Attributes Model Description List of Possible Actions
Requirements, Generated Records Decision Review Project
Assumptions, and Assess Model Experience
Constraints Integrate Data Model Assessment Documentation
Risks and Merged Data Revised Parameter
Contingencies Settings
Terminology Format Data
Costs and Benefits Reformatted Data
Determine
Data Mining Goal
Data Mining Goals
Data Mining Success
Criteria
Produce Project
Plan
Project Plan CS590D 13
Initial Asessment of
Tools and
Phases in the DM Process
(1 & 2)
• Business
Understanding:
– Statement of Business
Objective
– Statement of Data
Mining objective
– Statement of Success • Data Understanding
Criteria – Explore the data and
verify the quality
– Find outliers
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Phases in the DM Process (3)
Data preparation:
• Takes usually over 90% of the
time
– Collection
– Assessment
– Consolidation and Cleaning
• table links, aggregation level,
missing values, etc
– Data selection
• active role in ignoring non-
contributory data?
• outliers?
• Use of samples
• visualization tools
– Transformations - create new
variables
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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
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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
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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
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CRISP-DM: Details
• Available on-line: [Link]
– 20 pages model (overview)
– 30 page user guide (step-by-step process,
hints)
– 10 page “output” (suggested outline for a
report on a data mining project)
• Has SPSS written all over it
– But not a plug for a product (or even
customized toward that product)
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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
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