[171] Attribute (Feature) Completion
- The Theory of Attributes from Data
Mining Prospect
Final Report
CS 267 Topics in Database Systems
(Data Mining)
Chandrika Satyavolu
satyavolu.chandrika@gmail.com
Guide: Prof. T.Y. Lin
San José State University
Department of Computer Science
One Washington Square
San Jose, CA 95192-0249
Ph: (408) 924-5060
http://www.cs.sjsu.edu
18th December, 2007
Data Mining: What is Data Mining?
1. Overview
Generally, data mining (sometimes called data or knowledge discovery) is the
process of analyzing data from different perspectives and summarizing it into
useful information - information that can be used to increase revenue, cuts costs,
or both. Data mining software is one of a number of analytical tools for analyzing
data. It allows users to analyze data from many different dimensions or angles,
categorize it, and summarize the relationships identified. Technically, data mining
is the process of finding correlations or patterns among dozens of fields in large
relational databases.
2. Continuous Innovation
Although data mining is a relatively new term, the technology is not. Companies
have used powerful computers to sift through volumes of supermarket scanner
data and analyze market research reports for years. However, continuous
innovations in computer processing power, disk storage, and statistical software
are dramatically increasing the accuracy of analysis while driving down the cost.
2.1 Example
For example, one Midwest grocery chain used the data mining capacity of Oracle
software to analyze local buying patterns. They discovered that when men
bought diapers on Thursdays and Saturdays, they also tended to buy beer.
Further analysis showed that these shoppers typically did their weekly grocery
shopping on Saturdays. On Thursdays, however, they only bought a few items.
The retailer concluded that they purchased the beer to have it available for the
upcoming weekend. The grocery chain could use this newly discovered
information in various ways to increase revenue. For example, they could move
the beer display closer to the diaper display. And, they could make sure beer and
diapers were sold at full price on Thursdays.
3. Data, Information, and Knowledge
3.1 Data
Data are any facts, numbers, or text that can be processed by a computer.
Today, organizations are accumulating vast and growing amounts of data in
different formats and different databases. This includes:

operational or transactional data such as, sales, cost, inventory, payroll,
and accounting

nonoperational data, such as industry sales, forecast data, and macro
economic data

meta data - data about the data itself, such as logical database design or
data dictionary definitions
3.2 Information
The patterns, associations, or relationships among all this data can provide
information. For example, analysis of retail point of sale transaction data can
yield information on which products are selling and when.
3.3 Knowledge
Information can be converted into knowledge about historical patterns and future
trends. For example, summary information on retail supermarket sales can be
analyzed in light of promotional efforts to provide knowledge of consumer buying
behavior. Thus, a manufacturer or retailer could determine which items are most
susceptible to promotional efforts.
3.4 Data Warehouses
Dramatic advances in data capture, processing power, data transmission, and
storage capabilities are enabling organizations to integrate their various
databases into data warehouses. Data warehousing is defined as a process of
centralized data management and retrieval. Data warehousing, like data mining,
is a relatively new term although the concept itself has been around for years.
Data warehousing represents an ideal vision of maintaining a central repository
of all organizational data. Centralization of data is needed to maximize user
access and analysis. Dramatic technological advances are making this vision a
reality for many companies. And, equally dramatic advances in data analysis
software are allowing users to access this data freely. The data analysis software
is what supports data mining.
4. What can data mining do?
Data mining is primarily used today by companies with a strong consumer focus retail, financial, communication, and marketing organizations. It enables these
companies to determine relationships among "internal" factors such as price,
product positioning, or staff skills, and "external" factors such as economic
indicators, competition, and customer demographics. And, it enables them to
determine the impact on sales, customer satisfaction, and corporate profits.
Finally, it enables them to "drill down" into summary information to view detail
transactional data.
With data mining, a retailer could use point-of-sale records of customer
purchases to send targeted promotions based on an individual's purchase
history. By mining demographic data from comment or warranty cards, the
retailer could develop products and promotions to appeal to specific customer
segments.
For example, Blockbuster Entertainment mines its video rental history database
to recommend rentals to individual customers. American Express can suggest
products to its cardholders based on analysis of their monthly expenditures.
WalMart is pioneering massive data mining to transform its supplier relationships.
WalMart captures point-of-sale transactions from over 2,900 stores in 6 countries
and continuously transmits this data to its massive 7.5 terabyte Teradata data
warehouse. WalMart allows more than 3,500 suppliers, to access data on their
products and perform data analyses. These suppliers use this data to identify
customer buying patterns at the store display level. They use this information to
manage local store inventory and identify new merchandising opportunities. In
1995, WalMart computers processed over 1 million complex data queries.
The National Basketball Association (NBA) is exploring a data mining application
that can be used in conjunction with image recordings of basketball games. The
Advanced Scout software analyzes the movements of players to help coaches
orchestrate plays and strategies. For example, an analysis of the play-by-play
sheet of the game played between the New York Knicks and the Cleveland
Cavaliers on January 6, 1995 reveals that when Mark Price played the Guard
position, John Williams attempted four jump shots and made each one!
Advanced Scout not only finds this pattern, but explains that it is interesting
because it differs considerably from the average shooting percentage of 49.30%
for the Cavaliers during that game.
By using the NBA universal clock, a coach can automatically bring up the video
clips showing each of the jump shots attempted by Williams with Price on the
floor, without needing to comb through hours of video footage. Those clips show
a very successful pick-and-roll play in which Price draws the Knick's defense and
then finds Williams for an open jump shot.
5. How does data mining work?
While large-scale information technology has been evolving separate transaction
and analytical systems, data mining provides the link between the two. Data
mining software analyzes relationships and patterns in stored transaction data
based on open-ended user queries. Several types of analytical software are
available: statistical, machine learning, and neural networks. Generally, any of
four types of relationships are sought:

Classes: Stored data is used to locate data in predetermined groups. For
example, a restaurant chain could mine customer purchase data to
determine when customers visit and what they typically order. This
information could be used to increase traffic by having daily specials.

Clusters: Data items are grouped according to logical relationships or
consumer preferences. For example, data can be mined to identify market
segments or consumer affinities.

Associations: Data can be mined to identify associations. The beerdiaper example is an example of associative mining.

Sequential patterns: Data is mined to anticipate behavior patterns and
trends. For example, an outdoor equipment retailer could predict the
likelihood of a backpack being purchased based on a consumer's
purchase of sleeping bags and hiking shoes.
Data mining consists of five major elements:

Extract, transform, and load transaction data onto the data warehouse
system.

Store and manage the data in a multidimensional database system.

Provide data access to business analysts and information technology
professionals.

Analyze the data by application software.

Present the data in a useful format, such as a graph or table.
Different levels of analysis are available:

Artificial neural networks: Non-linear predictive models that learn
through training and resemble biological neural networks in structure.

Genetic algorithms: Optimization techniques that use processes such as
genetic combination, mutation, and natural selection in a design based on
the concepts of natural evolution.

Decision trees: Tree-shaped structures that represent sets of decisions.
These decisions generate rules for the classification of a dataset. Specific
decision tree methods include Classification and Regression Trees
(CART) and Chi Square Automatic Interaction Detection (CHAID) . CART
and CHAID are decision tree techniques used for classification of a
dataset. They provide a set of rules that you can apply to a new
(unclassified) dataset to predict which records will have a given outcome.
CART segments a dataset by creating 2-way splits while CHAID segments
using chi square tests to create multi-way splits. CART typically requires
less data preparation than CHAID.

Nearest neighbor method: A technique that classifies each record in a
dataset based on a combination of the classes of the k record(s) most
similar to it in a historical dataset (where k 1). Sometimes called the knearest neighbor technique.

Rule induction: The extraction of useful if-then rules from data based on
statistical significance.

Data visualization: The visual interpretation of complex relationships in
multidimensional data. Graphics tools are used to illustrate data
relationships.
6. What technological infrastructure is required?
Today, data mining applications are available on all size systems for mainframe,
client/server, and PC platforms. System prices range from several thousand
dollars for the smallest applications up to $1 million a terabyte for the largest.
Enterprise-wide applications generally range in size from 10 gigabytes to over 11
terabytes. NCR has the capacity to deliver applications exceeding 100 terabytes.
There are two critical technological drivers:

Size of the database: the more data being processed and maintained,
the more powerful the system required.

Query complexity: the more complex the queries and the greater the
number of queries being processed, the more powerful the system
required.
Relational database storage and management technology is adequate for many
data mining applications less than 50 gigabytes. However, this infrastructure
needs to be significantly enhanced to support larger applications. Some vendors
have added extensive indexing capabilities to improve query performance.
Others use new hardware architectures such as Massively Parallel Processors
(MPP) to achieve order-of-magnitude improvements in query time. For example,
MPP systems from NCR link hundreds of high-speed Pentium processors to
achieve performance levels exceeding those of the largest supercomputers.
Data Mining: Issues
Issues Presented
One of the key issues raised by data mining technology is not a business or
technological one, but a social one. It is the issue of individual privacy. Data
mining makes it possible to analyze routine business transactions and glean a
significant amount of information about individuals buying habits and
preferences.
Another issue is that of data integrity. Clearly, data analysis can only be as good
as the data that is being analyzed. A key implementation challenge is integrating
conflicting or redundant data from different sources. For example, a bank may
maintain credit cards accounts on several different databases. The addresses (or
even the names) of a single cardholder may be different in each. Software must
translate data from one system to another and select the address most recently
entered.
A hotly debated technical issue is whether it is better to set up a relational
database structure or a multidimensional one. In a relational structure, data is
stored in tables, permitting ad hoc queries. In a multidimensional structure, on
the other hand, sets of cubes are arranged in arrays, with subsets created
according to category. While multidimensional structures facilitate
multidimensional data mining, relational structures thus far have performed better
in client/server environments. And, with the explosion of the Internet, the world is
becoming one big client/server environment.
Finally, there is the issue of cost. While system hardware costs have dropped
dramatically within the past five years, data mining and data warehousing tend to
be self-reinforcing. The more powerful the data mining queries, the greater the
utility of the information being gleaned from the data, and the greater the
pressure to increase the amount of data being collected and maintained, which
increases the pressure for faster, more powerful data mining queries. This
increases pressure for larger, faster systems, which are more expensive.
Data Mining Techniques
1.
2.
3.
4.
5.
Data Mining
Crucial Concepts in Data Mining
Data Warehousing
On-Line Analytic Processing (OLAP)
Exploratory Data Analysis (EDA) and Data Mining Techniques
a. EDA vs. Hypothesis Testing
b. Computational EDA Techniques
c. Graphical (data visualization) EDA techniques
d. Verification of results of EDA
6. Neural Networks
1. Data Mining
Data Mining is an analytic process designed to explore data (usually large
amounts of data - typically business or market related) in search of consistent
patterns and/or systematic relationships between variables, and then to validate
the findings by applying the detected patterns to new subsets of data. The
ultimate goal of data mining is prediction - and predictive data mining is the most
common type of data mining and one that has the most direct business
applications. The process of data mining consists of three stages: (1) the initial
exploration, (2) model building or pattern identification with validation/verification,
and (3) deployment (i.e., the application of the model to new data in order to
generate predictions).
Stage 1: Exploration. This stage usually starts with data preparation which may
involve cleaning data, data transformations, selecting subsets of records and - in
case of data sets with large numbers of variables ("fields") - performing some
preliminary feature selection operations to bring the number of variables to a
manageable range (depending on the statistical methods which are being
considered). Then, depending on the nature of the analytic problem, this first
stage of the process of data mining may involve anywhere between a simple
choice of straightforward predictors for a regression model, to elaborate
exploratory analyses using a wide variety of graphical and statistical methods
(see Exploratory Data Analysis (EDA)) in order to identify the most relevant
variables and determine the complexity and/or the general nature of models that
can be taken into account in the next stage.
Stage 2: Model building and validation. This stage involves considering
various models and choosing the best one based on their predictive performance
(i.e., explaining the variability in question and producing stable results across
samples). This may sound like a simple operation, but in fact, it sometimes
involves a very elaborate process. There are a variety of techniques developed
to achieve that goal - many of which are based on so-called "competitive
evaluation of models," that is, applying different models to the same data set and
then comparing their performance to choose the best. These techniques - which
are often considered the core of predictive data mining - include: Bagging
(Voting, Averaging), Boosting, Stacking (Stacked Generalizations), and MetaLearning.
Stage 3: Deployment. That final stage involves using the model selected as
best in the previous stage and applying it to new data in order to generate
predictions or estimates of the expected outcome.
The concept of Data Mining is becoming increasingly popular as a business
information management tool where it is expected to reveal knowledge structures
that can guide decisions in conditions of limited certainty. Recently, there has
been increased interest in developing new analytic techniques specifically
designed to address the issues relevant to business Data Mining (e.g.,
Classification Trees), but Data Mining is still based on the conceptual principles
of statistics including the traditional Exploratory Data Analysis (EDA) and
modeling and it shares with them both some components of its general
approaches and specific techniques.
However, an important general difference in the focus and purpose between
Data Mining and the traditional Exploratory Data Analysis (EDA) is that Data
Mining is more oriented towards applications than the basic nature of the
underlying phenomena. In other words, Data Mining is relatively less concerned
with identifying the specific relations between the involved variables. For
example, uncovering the nature of the underlying functions or the specific types
of interactive, multivariate dependencies between variables are not the main goal
of Data Mining. Instead, the focus is on producing a solution that can generate
useful predictions. Therefore, Data Mining accepts among others a "black box"
approach to data exploration or knowledge discovery and uses not only the
traditional Exploratory Data Analysis (EDA) techniques, but also such techniques
as Neural Networks which can generate valid predictions but are not capable of
identifying the specific nature of the interrelations between the variables on which
the predictions are based.
Data Mining is often considered to be "a blend of statistics, AI [artificial
intelligence], and data base research" (Pregibon, 1997, p. 8), which until very
recently was not commonly recognized as a field of interest for statisticians, and
was even considered by some "a dirty word in Statistics" (Pregibon, 1997, p. 8).
Due to its applied importance, however, the field emerges as a rapidly growing
and major area (also in statistics) where important theoretical advances are
being made (see, for example, the recent annual International Conferences on
Knowledge Discovery and Data Mining, co-hosted by the American Statistical
Association).
For information on Data Mining techniques, please review the summary topics
included below in this chapter of the Electronic Statistics Textbook. There are
numerous books that review the theory and practice of data mining; the following
books offer a representative sample of recent general books on data mining,
representing a variety of approaches and perspectives:
2. Crucial Concepts in Data Mining
Bagging (Voting, Averaging)
The concept of bagging (voting for classification, averaging for regression-type
problems with continuous dependent variables of interest) applies to the area of
predictive data mining, to combine the predicted classifications (prediction) from
multiple models, or from the same type of model for different learning data. It is
also used to address the inherent instability of results when applying complex
models to relatively small data sets. Suppose your data mining task is to build a
model for predictive classification, and the dataset from which to train the model
(learning data set, which contains observed classifications) is relatively small.
You could repeatedly sub-sample (with replacement) from the dataset, and
apply, for example, a tree classifier (e.g., C&RT and CHAID) to the successive
samples. In practice, very different trees will often be grown for the different
samples, illustrating the instability of models often evident with small datasets.
One method of deriving a single prediction (for new observations) is to use all
trees found in the different samples, and to apply some simple voting: The final
classification is the one most often predicted by the different trees. Note that
some weighted combination of predictions (weighted vote, weighted average) is
also possible, and commonly used. A sophisticated (machine learning) algorithm
for generating weights for weighted prediction or voting is the Boosting
procedure.
Boosting
The concept of boosting applies to the area of predictive data mining, to generate
multiple models or classifiers (for prediction or classification), and to derive
weights to combine the predictions from those models into a single prediction or
predicted classification (see also Bagging).
A simple algorithm for boosting works like this: Start by applying some method
(e.g., a tree classifier such as C&RT or CHAID) to the learning data, where each
observation is assigned an equal weight. Compute the predicted classifications,
and apply weights to the observations in the learning sample that are inversely
proportional to the accuracy of the classification. In other words, assign greater
weight to those observations that were difficult to classify (where the
misclassification rate was high), and lower weights to those that were easy to
classify (where the misclassification rate was low). In the context of C&RT for
example, different misclassification costs (for the different classes) can be
applied, inversely proportional to the accuracy of prediction in each class. Then
apply the classifier again to the weighted data (or with different misclassification
costs), and continue with the next iteration (application of the analysis method for
classification to the re-weighted data).
Boosting will generate a sequence of classifiers, where each consecutive
classifier in the sequence is an "expert" in classifying observations that were not
well classified by those preceding it. During deployment (for prediction or
classification of new cases), the predictions from the different classifiers can then
be combined (e.g., via voting, or some weighted voting procedure) to derive a
single best prediction or classification.
Note that boosting can also be applied to learning methods that do not explicitly
support weights or misclassification costs. In that case, random sub-sampling
can be applied to the learning data in the successive steps of the iterative
boosting procedure, where the probability for selection of an observation into the
subsample is inversely proportional to the accuracy of the prediction for that
observation in the previous iteration (in the sequence of iterations of the boosting
procedure).
CRISP
See Models for Data Mining.
Data Preparation (in Data Mining)
Data preparation and cleaning is an often neglected but extremely important step
in the data mining process. The old saying "garbage-in-garbage-out" is
particularly applicable to the typical data mining projects where large data sets
collected via some automatic methods (e.g., via the Web) serve as the input into
the analyses. Often, the method by which the data where gathered was not
tightly controlled, and so the data may contain out-of-range values (e.g., Income:
-100), impossible data combinations (e.g., Gender: Male, Pregnant: Yes), and
the like. Analyzing data that has not been carefully screened for such problems
can produce highly misleading results, in particular in predictive data mining.
Data Reduction (for Data Mining)
The term Data Reduction in the context of data mining is usually applied to
projects where the goal is to aggregate or amalgamate the information contained
in large datasets into manageable (smaller) information nuggets. Data reduction
methods can include simple tabulation, aggregation (computing descriptive
statistics) or more sophisticated techniques like clustering, principal components
analysis, etc.
See also predictive data mining, drill-down analysis.
Deployment
The concept of deployment in predictive data mining refers to the application of a
model for prediction or classification to new data. After a satisfactory model or set
of models has been identified (trained) for a particular application, one usually
wants to deploy those models so that predictions or predicted classifications can
quickly be obtained for new data. For example, a credit card company may want
to deploy a trained model or set of models (e.g., neural networks, meta-learner)
to quickly identify transactions which have a high probability of being fraudulent.
Drill-Down Analysis
The concept of drill-down analysis applies to the area of data mining, to denote
the interactive exploration of data, in particular of large databases. The process
of drill-down analyses begins by considering some simple break-downs of the
data by a few variables of interest (e.g., Gender, geographic region, etc.).
Various statistics, tables, histograms, and other graphical summaries can be
computed for each group. Next one may want to "drill-down" to expose and
further analyze the data "underneath" one of the categorizations, for example,
one might want to further review the data for males from the mid-west. Again,
various statistical and graphical summaries can be computed for those cases
only, which might suggest further break-downs by other variables (e.g., income,
age, etc.). At the lowest ("bottom") level are the raw data: For example, you may
want to review the addresses of male customers from one region, for a certain
income group, etc., and to offer to those customers some particular services of
particular utility to that group.
Feature Selection
One of the preliminary stage in predictive data mining, when the data set
includes more variables than could be included (or would be efficient to include)
in the actual model building phase (or even in initial exploratory operations), is to
select predictors from a large list of candidates. For example, when data are
collected via automated (computerized) methods, it is not uncommon that
measurements are recorded for thousands or hundreds of thousands (or more)
of predictors. The standard analytic methods for predictive data mining, such as
neural network analyses, classification and regression trees, generalized linear
models, or general linear models become impractical when the number of
predictors exceed more than a few hundred variables.
Feature selection selects a subset of predictors from a large list of candidate
predictors without assuming that the relationships between the predictors and the
dependent or outcome variables of interest are linear, or even monotone.
Therefore, this is used as a pre-processor for predictive data mining, to select
manageable sets of predictors that are likely related to the dependent (outcome)
variables of interest, for further analyses with any of the other methods for
regression and classification.
Machine Learning
Machine learning, computational learning theory, and similar terms are often
used in the context of Data Mining, to denote the application of generic modelfitting or classification algorithms for predictive data mining. Unlike traditional
statistical data analysis, which is usually concerned with the estimation of
population parameters by statistical inference, the emphasis in data mining (and
machine learning) is usually on the accuracy of prediction (predicted
classification), regardless of whether or not the "models" or techniques that are
used to generate the prediction is interpretable or open to simple explanation.
Good examples of this type of technique often applied to predictive data mining
are neural networks or meta-learning techniques such as boosting, etc. These
methods usually involve the fitting of very complex "generic" models, that are not
related to any reasoning or theoretical understanding of underlying causal
processes; instead, these techniques can be shown to generate accurate
predictions or classification in crossvalidation samples.
Meta-Learning
The concept of meta-learning applies to the area of predictive data mining, to
combine the predictions from multiple models. It is particularly useful when the
types of models included in the project are very different. In this context, this
procedure is also referred to as Stacking (Stacked Generalization).
Suppose your data mining project includes tree classifiers, such as C&RT and
CHAID, linear discriminant analysis (e.g., see GDA), and Neural Networks. Each
computes predicted classifications for a crossvalidation sample, from which
overall goodness-of-fit statistics (e.g., misclassification rates) can be computed.
Experience has shown that combining the predictions from multiple methods
often yields more accurate predictions than can be derived from any one method
(e.g., see Witten and Frank, 2000). The predictions from different classifiers can
be used as input into a meta-learner, which will attempt to combine the
predictions to create a final best predicted classification. So, for example, the
predicted classifications from the tree classifiers, linear model, and the neural
network classifier(s) can be used as input variables into a neural network metaclassifier, which will attempt to "learn" from the data how to combine the
predictions from the different models to yield maximum classification accuracy.
One can apply meta-learners to the results from different meta-learners to create
"meta-meta"-learners, and so on; however, in practice such exponential increase
in the amount of data processing, in order to derive an accurate prediction, will
yield less and less marginal utility.
Models for Data Mining
In the business environment, complex data mining projects may require the
coordinate efforts of various experts, stakeholders, or departments throughout an
entire organization. In the data mining literature, various "general frameworks"
have been proposed to serve as blueprints for how to organize the process of
gathering data, analyzing data, disseminating results, implementing results, and
monitoring improvements.
One such model, CRISP (Cross-Industry Standard Process for data mining) was
proposed in the mid-1990s by a European consortium of companies to serve as
a non-proprietary standard process model for data mining. This general approach
postulates the following (perhaps not particularly controversial) general sequence
of steps for data mining projects:
Another approach - the Six Sigma methodology - is a well-structured, data-driven
methodology for eliminating defects, waste, or quality control problems of all
kinds in manufacturing, service delivery, management, and other business
activities. This model has recently become very popular (due to its successful
implementations) in various American industries, and it appears to gain favor
worldwide. It postulated a sequence of, so-called, DMAIC steps -
- that grew up from the manufacturing, quality improvement, and process control
traditions and is particularly well suited to production environments (including
"production of services," i.e., service industries).
Another framework of this kind (actually somewhat similar to Six Sigma) is the
approach proposed by SAS Institute called SEMMA -
- which is focusing more on the technical activities typically involved in a data
mining project.
All of these models are concerned with the process of how to integrate data
mining methodology into an organization, how to "convert data into information,"
how to involve important stake-holders, and how to disseminate the information
in a form that can easily be converted by stake-holders into resources for
strategic decision making.
Some software tools for data mining are specifically designed and documented to
fit into one of these specific frameworks.
The general underlying philosophy of StatSoft's STATISTICA Data Miner is to
provide a flexible data mining workbench that can be integrated into any
organization, industry, or organizational culture, regardless of the general data
mining process-model that the organization chooses to adopt. For example,
STATISTICA Data Miner can include the complete set of (specific) necessary
tools for ongoing company wide Six Sigma quality control efforts, and users can
take advantage of its (still optional) DMAIC-centric user interface for industrial
data mining tools. It can equally well be integrated into ongoing marketing
research, CRM (Customer Relationship Management) projects, etc. that follow
either the CRISP or SEMMA approach - it fits both of them perfectly well without
favoring either one. Also, STATISTICA Data Miner offers all the advantages of a
general data mining oriented "development kit" that includes easy to use tools for
incorporating into your projects not only such components as custom database
gateway solutions, prompted interactive queries, or proprietary algorithms, but
also systems of access privileges, workgroup management, and other
collaborative work tools that allow you to design large scale, enterprise-wide
systems (e.g., following the CRISP, SEMMA, or a combination of both models)
that involve your entire organization.
Predictive Data Mining
The term Predictive Data Mining is usually applied to identify data mining projects
with the goal to identify a statistical or neural network model or set of models that
can be used to predict some response of interest. For example, a credit card
company may want to engage in predictive data mining, to derive a (trained)
model or set of models (e.g., neural networks, meta-learner) that can quickly
identify transactions which have a high probability of being fraudulent. Other
types of data mining projects may be more exploratory in nature (e.g., to identify
cluster or segments of customers), in which case drill-down descriptive and
exploratory methods would be applied. Data reduction is another possible
objective for data mining (e.g., to aggregate or amalgamate the information in
very large data sets into useful and manageable chunks).
SEMMA
See Models for Data Mining.
Stacked Generalization
See Stacking.
Stacking (Stacked Generalization)
The concept of stacking (short for Stacked Generalization) applies to the area of
predictive data mining, to combine the predictions from multiple models. It is
particularly useful when the types of models included in the project are very
different.
Suppose your data mining project includes tree classifiers, such as C&RT or
CHAID, linear discriminant analysis (e.g., see GDA), and Neural Networks. Each
computes predicted classifications for a crossvalidation sample, from which
overall goodness-of-fit statistics (e.g., misclassification rates) can be computed.
Experience has shown that combining the predictions from multiple methods
often yields more accurate predictions than can be derived from any one method
(e.g., see Witten and Frank, 2000). In stacking, the predictions from different
classifiers are used as input into a meta-learner, which attempts to combine the
predictions to create a final best predicted classification. So, for example, the
predicted classifications from the tree classifiers, linear model, and the neural
network classifier(s) can be used as input variables into a neural network metaclassifier, which will attempt to "learn" from the data how to combine the
predictions from the different models to yield maximum classification accuracy.
Other methods for combining the prediction from multiple models or methods
(e.g., from multiple datasets used for learning) are Boosting and Bagging
(Voting).
Text Mining
While Data Mining is typically concerned with the detection of patterns in numeric
data, very often important (e.g., critical to business) information is stored in the
form of text. Unlike numeric data, text is often amorphous, and difficult to deal
with. Text mining generally consists of the analysis of (multiple) text documents
by extracting key phrases, concepts, etc. and the preparation of the text
processed in that manner for further analyses with numeric data mining
techniques (e.g., to determine co-occurrences of concepts, key phrases, names,
addresses, product names, etc.).
Voting
See Bagging.
3. Data Warehousing
StatSoft defines data warehousing as a process of organizing the storage of
large, multivariate data sets in a way that facilitates the retrieval of information for
analytic purposes.
The most efficient data warehousing architecture will be capable of incorporating
or at least referencing all data available in the relevant enterprise-wide
information management systems, using designated technology suitable for
corporate data base management (e.g., Oracle, Sybase, MS SQL Server. Also, a
flexible, high-performance (see the IDP technology), open architecture approach
to data warehousing - that flexibly integrates with the existing corporate systems
and allows the users to organize and efficiently reference for analytic purposes
enterprise repositories of data of practically any complexity - is offered in StatSoft
enterprise systems such as SEDAS (STATISTICA Enterprise-wide Data Analysis
System) and SEWSS (STATISTICA Enterprise-wide SPC System), which can
also work in conjunction with STATISTICA Data Miner and WebSTATISTICA
Server Applications.
4. On-Line Analytic Processing (OLAP)
The term On-Line Analytic Processing - OLAP (or Fast Analysis of Shared
Multidimensional Information - FASMI) refers to technology that allows users of
multidimensional databases to generate on-line descriptive or comparative
summaries ("views") of data and other analytic queries. Note that despite its
name, analyses referred to as OLAP do not need to be performed truly "on-line"
(or in real-time); the term applies to analyses of multidimensional databases (that
may, obviously, contain dynamically updated information) through efficient
"multidimensional" queries that reference various types of data. OLAP facilities
can be integrated into corporate (enterprise-wide) database systems and they
allow analysts and managers to monitor the performance of the business (e.g.,
such as various aspects of the manufacturing process or numbers and types of
completed transactions at different locations) or the market. The final result of
OLAP techniques can be very simple (e.g., frequency tables, descriptive
statistics, simple cross-tabulations) or more complex (e.g., they may involve
seasonal adjustments, removal of outliers, and other forms of cleaning the data).
Although Data Mining techniques can operate on any kind of unprocessed or
even unstructured information, they can also be applied to the data views and
summaries generated by OLAP to provide more in-depth and often more
multidimensional knowledge. In this sense, Data Mining techniques could be
considered to represent either a different analytic approach (serving different
purposes than OLAP) or as an analytic extension of OLAP.
4. Exploratory Data Analysis (EDA)
EDA vs. Hypothesis Testing
As opposed to traditional hypothesis testing designed to verify a priori
hypotheses about relations between variables (e.g., "There is a positive
correlation between the AGE of a person and his/her RISK TAKING disposition"),
exploratory data analysis (EDA) is used to identify systematic relations between
variables when there are no (or not complete) a priori expectations as to the
nature of those relations. In a typical exploratory data analysis process, many
variables are taken into account and compared, using a variety of techniques in
the search for systematic patterns.
Computational EDA techniques
Computational exploratory data analysis methods include both simple basic
statistics and more advanced, designated multivariate exploratory techniques
designed to identify patterns in multivariate data sets.
Basic statistical exploratory methods. The basic statistical exploratory
methods include such techniques as examining distributions of variables (e.g., to
identify highly skewed or non-normal, such as bi-modal patterns), reviewing large
correlation matrices for coefficients that meet certain thresholds (see example
above), or examining multi-way frequency tables (e.g., "slice by slice"
systematically reviewing combinations of levels of control variables).
Multivariate exploratory techniques. Multivariate exploratory techniques
designed specifically to identify patterns in multivariate (or univariate, such as
sequences of measurements) data sets include: Cluster Analysis, Factor
Analysis, Discriminant Function Analysis, Multidimensional Scaling, Log-linear
Analysis, Canonical Correlation, Stepwise Linear and Nonlinear (e.g., Logit)
Regression, Correspondence Analysis, Time Series Analysis, and Classification
Trees.
Neural Networks. Neural Networks are analytic techniques modeled after the
(hypothesized) processes of learning in the cognitive system and the
neurological functions of the brain and capable of predicting new observations
(on specific variables) from other observations (on the same or other variables)
after executing a process of so-called learning from existing data.
For more information, see Neural Networks; see also STATISTICA Neural
Networks.
Graphical (data visualization) EDA techniques
A large selection of powerful exploratory data analytic techniques is also offered
by graphical data visualization methods that can identify relations, trends, and
biases "hidden" in unstructured data sets.
Brushing. Perhaps the most common and historically first widely used technique
explicitly identified as graphical exploratory data analysis is brushing, an
interactive method allowing one to select on-screen specific data points or
subsets of data and identify their (e.g., common) characteristics, or to examine
their effects on relations between relevant variables. Those relations between
variables can be visualized by fitted functions (e.g., 2D lines or 3D surfaces) and
their confidence intervals, thus, for example, one can examine changes in those
functions by interactively (temporarily) removing or adding specific subsets of
data. For example, one of many applications of the brushing technique is to
select (i.e., highlight) in a matrix scatterplot all data points that belong to a certain
category (e.g., a "medium" income level, see the highlighted subset in the fourth
component graph of the first row in the illustration left) in order to examine how
those specific observations contribute to relations between other variables in the
same data set (e.g, the correlation between the "debt" and "assets" in the current
example). If the brushing facility supports features like "animated brushing" or
"automatic function re-fitting", one can define a dynamic brush that would move
over the consecutive ranges of a criterion variable (e.g., "income" measured on a
continuous scale or a discrete [3-level] scale as on the illustration above) and
examine the dynamics of the contribution of the criterion variable to the relations
between other relevant variables in the same data set.
Other graphical EDA techniques. Other graphical exploratory analytic
techniques include function fitting and plotting, data smoothing, overlaying and
merging of multiple displays, categorizing data, splitting/merging subsets of data
in graphs, aggregating data in graphs, identifying and marking subsets of data
that meet specific conditions, icon plots, shading, plotting confidence intervals
and confidence areas (e.g., ellipses), generating tessellations, spectral planes,
integrated layered compressions, and projected contours, data image reduction
techniques, interactive (and continuous) rotation with animated stratification
(cross-sections) of 3D displays, and selective highlighting of specific series and
blocks of data.
Verification of results of EDA
The exploration of data can only serve as the first stage of data analysis and its
results can be treated as tentative at best as long as they are not confirmed, e.g.,
crossvalidated, using a different data set (or and independent subset). If the
result of the exploratory stage suggests a particular model, then its validity can
be verified by applying it to a new data set and testing its fit (e.g., testing its
predictive validity). Case selection conditions can be used to quickly define
subsets of data (e.g., for estimation and verification), and for testing the
robustness of results.
6. Neural Networks
(see also Neural Networks chapter)
Neural Networks are analytic techniques modeled after the (hypothesized)
processes of learning in the cognitive system and the neurological functions of
the brain and capable of predicting new observations (on specific variables) from
other observations (on the same or other variables) after executing a process of
so-called learning from existing data. Neural Networks is one of the Data Mining
techniques.
The first step is to design a specific network architecture (that includes a specific
number of "layers" each consisting of a certain number of "neurons"). The size
and structure of the network needs to match the nature (e.g., the formal
complexity) of the investigated phenomenon. Because the latter is obviously not
known very well at this early stage, this task is not easy and often involves
multiple "trials and errors." (Now, there is, however, neural network software that
applies artificial intelligence techniques to aid in that tedious task and finds "the
best" network architecture.)
The new network is then subjected to the process of "training." In that phase,
neurons apply an iterative process to the number of inputs (variables) to adjust
the weights of the network in order to optimally predict (in traditional terms one
could say, find a "fit" to) the sample data on which the "training" is performed.
After the phase of learning from an existing data set, the new network is ready
and it can then be used to generate predictions.
The resulting "network" developed in the process of "learning" represents a
pattern detected in the data. Thus, in this approach, the "network" is the
functional equivalent of a model of relations between variables in the traditional
model building approach. However, unlike in the traditional models, in the
"network," those relations cannot be articulated in the usual terms used in
statistics or methodology to describe relations between variables (such as, for
example, "A is positively correlated with B but only for observations where the
value of C is low and D is high"). Some neural networks can produce highly
accurate predictions; they represent, however, a typical a-theoretical (one can
say, "a black box") research approach. That approach is concerned only with
practical considerations, that is, with the predictive validity of the solution and its
applied relevance and not with the nature of the underlying mechanism or its
relevance for any "theory" of the underlying phenomena.
However, it should be mentioned that Neural Network techniques can also be
used as a component of analyses designed to build explanatory models because
Neural Networks can help explore data sets in search for relevant variables or
groups of variables; the results of such explorations can then facilitate the
process of model building. Moreover, now there is neural network software that
uses sophisticated algorithms to search for the most relevant input variables,
thus potentially contributing directly to the model building process.
One of the major advantages of neural networks is that, theoretically, they are
capable of approximating any continuous function, and thus the researcher does
not need to have any hypotheses about the underlying model, or even to some
extent, which variables matter. An important disadvantage, however, is that the
final solution depends on the initial conditions of the network, and, as stated
before, it is virtually impossible to "interpret" the solution in traditional, analytic
terms, such as those used to build theories that explain phenomena.
Some authors stress the fact that neural networks use, or one should say, are
expected to use, massively parallel computation models. For example Haykin
(1994) defines neural network as:
"a massively parallel distributed processor that has a natural
propensity for storing experiential knowledge and making it
available for use. It resembles the brain in two respects: (1)
Knowledge is acquired by the network through a learning process,
and (2) Interneuron connection strengths known as synaptic
weights are used to store the knowledge." (p. 2).
However, as Ripley (1996) points out, the vast majority of contemporary neural
network applications run on single-processor computers and he argues that a
large speed-up can be achieved not only by developing software that will take
advantage of multiprocessor hardware by also by designing better (more
efficient) learning algorithms.
Neural networks is one of the methods used in Data Mining; see also Exploratory
Data Analysis. For more information on neural networks, see Haykin (1994),
Masters (1995), Ripley (1996), and Welstead (1994). For a discussion of neural
networks as statistical tools, see Warner and Misra (1996). See also,
STATISTICA Neural Networks.
Data Mining , a new perspective
Data mining is a powerful new technology with great potential to help companies
focus on the most important information in the data they have collected about the
behavior of their customers and potential customers. It discovers information
within the data that queries and reports can't effectively reveal. This paper
explores many aspects of data mining in the following areas:
Data Rich, Information Poor
Data Warehouses
What is Data Mining?
What Can Data Mining Do?
The Evolution of Data Mining
How Data Mining Works
Data Mining Technologies
Real-World Examples
The Future of Data Mining
Privacy Concerns
Explore Further on the Internet
Data Rich, Information Poor
The amount of raw data stored in corporate databases is exploding. From trillions
of point-of-sale transactions and credit card purchases to pixel-by-pixel images of
galaxies, databases are now measured in gigabytes and terabytes. (One
terabyte = one trillion bytes. A terabyte is equivalent to about 2 million books!)
For instance, every day, Wal-Mart uploads 20 million point-of-sale transactions to
an A&T massively parallel system with 483 processors running a centralized
database. Raw data by itself, however, does not provide much information. In
today's fiercely competitive business environment, companies need to rapidly
turn these terabytes of raw data into significant insights into their customers and
markets to guide their marketing, investment, and management strategies.
Data Warehouses
The drop in price of data storage has given companies willing to make the
investment a tremendous resource: Data about their customers and potential
customers stored in "Data Warehouses." Data warehouses are becoming part of
the technology. Data warehouses are used to consolidate data located in
disparate databases. A data warehouse stores large quantities of data by specific
categories so it can be more easily retrieved, interpreted, and sorted by users.
Warehouses enable executives and managers to work with vast stores of
transactional or other data to respond faster to markets and make more informed
business decisions. It has been predicted that every business will have a data
warehouse within ten years. But merely storing data in a data warehouse does a
company little good. Companies will want to learn more about that data to
improve knowledge of customers and markets. The company benefits when
meaningful trends and patterns are extracted from the data.
What is Data Mining?
Data mining, or knowledge discovery, is the computer-assisted process of
digging through and analyzing enormous sets of data and then extracting the
meaning of the data. Data mining tools predict behaviors and future trends,
allowing businesses to make proactive, knowledge-driven decisions. Data mining
tools can answer business questions that traditionally were too time consuming
to resolve. They scour databases for hidden patterns, finding predictive
information that experts may miss because it lies outside their expectations.
Data mining derives its name from the similarities between searching for valuable
information in a large database and mining a mountain for a vein of valuable ore.
Both processes require either sifting through an immense amount of material, or
intelligently probing it to find where the value resides.
What Can Data Mining Do?
Although data mining is still in its infancy, companies in a wide range of
industries - including retail, finance, heath care, manufacturing transportation,
and aerospace - are already using data mining tools and techniques to take
advantage of historical data. By using pattern recognition technologies and
statistical and mathematical techniques to sift through warehoused information,
data mining helps analysts recognize significant facts, relationships, trends,
patterns, exceptions and anomalies that might otherwise go unnoticed.
For businesses, data mining is used to discover patterns and relationships in the
data in order to help make better business decisions. Data mining can help spot
sales trends, develop smarter marketing campaigns, and accurately predict
customer loyalty. Specific uses of data mining include:







Market segmentation - Identify the common characteristics of customers
who buy the same products from your company.
Customer churn - Predict which customers are likely to leave your
company and go to a competitor.
Fraud detection - Identify which transactions are most likely to be
fraudulent.
Direct marketing - Identify which prospects should be included in a mailing
list to obtain the highest response rate.
Interactive marketing - Predict what each individual accessing a Web site
is most likely interested in seeing.
Market basket analysis - Understand what products or services are
commonly purchased together; e.g., beer and diapers.
Trend analysis - Reveal the difference between a typical customer this
month and last.
Data mining technology can generate new business opportunities by:
Automated prediction of trends and behaviors: Data mining
automates the process of finding predictive information in a large
database. Questions that traditionally required extensive hands-on
analysis can now be directly answered from the data. A typical
example of a predictive problem is targeted marketing. Data mining
uses data on past promotional mailings to identify the targets most
likely to maximize return on investment in future mailings. Other
predictive problems include forecasting bankruptcy and other forms
of default, and identifying segments of a population likely to
respond similarly to given events.
Automated discovery of previously unknown patterns: Data mining
tools sweep through databases and identify previously hidden
patterns. An example of pattern discovery is the analysis of retail
sales data to identify seemingly unrelated products that are often
purchased together. Other pattern discovery problems include
detecting fraudulent credit card transactions and identifying
anomalous data that could represent data entry keying errors.
Using massively parallel computers, companies dig through volumes of data to
discover patterns about their customers and products. For example, grocery
chains have found that when men go to a supermarket to buy diapers, they
sometimes walk out with a six-pack of beer as well. Using that information, it's
possible to lay out a store so that these items are closer.
AT&T, A.C. Nielson, and American Express are among the growing ranks of
companies implementing data mining techniques for sales and marketing. These
systems are crunching through terabytes of point-of-sale data to aid analysts in
understanding consumer behavior and promotional strategies. Why? To gain a
competitive advantage and increase profitability!
Similarly, financial analysts are plowing through vast sets of financial records,
data feeds, and other information sources in order to make investment decisions.
Health-care organizations are examining medical records to understand trends of
the past so they can reduce costs in the future.
The Evolution of Data Mining
Data mining is a natural development of the increased use of computerized
databases to store data and provide answers to business analysts.
Evolutionary Step
Business Question Enabling Technology
Data Collection
(1960s)
"What was my total
revenue in the last
five years?"
computers, tapes, disks
"What were unit
sales in New
Data Access (1980s)
England last
March?"
faster and cheaper computers with
more storage, relational databases
"What were unit
sales in New
Data Warehousing
England last March?
and Decision Support
Drill down to
Boston."
faster and cheaper computers with
more storage, On-line analytical
processing (OLAP),
multidimensional databases, data
warehouses
Data Mining
faster and cheaper computers with
"What's likely to
happen to Boston
unit sales next
month? Why?"
more storage, advanced computer
algorithms
Traditional query and report tools have been used to describe and extract what is
in a database. The user forms a hypothesis about a relationship and verifies it or
discounts it with a series of queries against the data. For example, an analyst
might hypothesize that people with low income and high debt are bad credit risks
and query the database to verify or disprove this assumption. Data mining can be
used to generate an hypothesis. For example, an analyst might use a neural net
to discover a pattern that analysts did not think to try - for example, that people
over 30 years old with low incomes and high debt but who own their own homes
and have children are good credit risks.
How Data Mining Works
How is data mining able to tell you important things that you didn't know or what
is going to happen next? That technique that is used to perform these feats is
called modeling. Modeling is simply the act of building a model (a set of
examples or a mathematical relationship) based on data from situations where
the answer is known and then applying the model to other situations where the
answers aren't known. Modeling techniques have been around for centuries, of
course, but it is only recently that data storage and communication capabilities
required to collect and store huge amounts of data, and the computational power
to automate modeling techniques to work directly on the data, have been
available.
As a simple example of building a model, consider the director of marketing for a
telecommunications company. He would like to focus his marketing and sales
efforts on segments of the population most likely to become big users of long
distance services. He knows a lot about his customers, but it is impossible to
discern the common characteristics of his best customers because there are so
many variables. From his existing database of customers, which contains
information such as age, sex, credit history, income, zip code, occupation, etc.,
he can use data mining tools, such as neural networks, to identify the
characteristics of those customers who make lots of long distance calls. For
instance, he might learn that his best customers are unmarried females between
the age of 34 and 42 who make in excess of $60,000 per year. This, then, is his
model for high value customers, and he would budget his marketing efforts to
accordingly.
Data Mining Technologies
The analytical techniques used in data mining are often well-known mathematical
algorithms and techniques. What is new is the application of those techniques to
general business problems made possible by the increased availability of data
and inexpensive storage and processing power. Also, the use of graphical
interfaces has led to tools becoming available that business experts can easily
use.
Some of the tools used for data mining are:
Artificial neural networks - Non-linear predictive models that learn through
training and resemble biological neural networks in structure.
Decision trees - Tree-shaped structures that represent sets of decisions. These
decisions generate rules for the classification of a dataset.
Rule induction - The extraction of useful if-then rules from data based on
statistical significance.
Genetic algorithms - Optimization techniques based on the concepts of genetic
combination, mutation, and natural selection.
Nearest neighbor - A classification technique that classifies each record based
on the records most similar to it in an historical database.
Real-World Examples
Details about who calls whom, how long they are on the phone, and whether a
line is used for fax as well as voice can be invaluable in targeting sales of
services and equipment to specific customers. But these tidbits are buried in
masses of numbers in the database. By delving into its extensive customer-call
database to manage its communications network, a regional telephone company
identified new types of unmet customer needs. Using its data mining system, it
discovered how to pinpoint prospects for additional services by measuring daily
household usage for selected periods. For example, households that make many
lengthy calls between 3 p.m. and 6 p.m. are likely to include teenagers who are
prime candidates for their own phones and lines. When the company used target
marketing that emphasized convenience and value for adults - "Is the phone
always tied up?" - hidden demand surfaced. Extensive telephone use between 9
a.m. and 5 p.m. characterized by patterns related to voice, fax, and modem
usage suggests a customer has business activity. Target marketing offering
those customers "business communications capabilities for small budgets"
resulted in sales of additional lines, functions, and equipment.
The ability to accurately gauge customer response to changes in business rules
is a powerful competitive advantage. A bank searching for new ways to increase
revenues from its credit card operations tested a nonintuitive possibility: Would
credit card usage and interest earned increase significantly if the bank halved its
minimum required payment? With hundreds of gigabytes of data representing
two years of average credit card balances, payment amounts, payment
timeliness, credit limit usage, and other key parameters, the bank used a
powerful data mining system to model the impact of the proposed policy change
on specific customer categories, such as customers consistently near or at their
credit limits who make timely minimum or small payments. The bank discovered
that cutting minimum payment requirements for small, targeted customer
categories could increase average balances and extend indebtedness periods,
generating more than $25 million in additional interest earned,
Merck-Medco Managed Care is a mail-order business which sells drugs to the
country's largest health care providers: Blue Cross and Blue Shield state
organizations, large HMOs, U.S. corporations, state governments, etc. MerckMedco is mining its one terabyte data warehouse to uncover hidden links
between illnesses and known drug treatments, and spot trends that help pinpoint
which drugs are the most effective for what types of patients. The results are
more effective treatments that are also less costly. Merck-Medco's data mining
project has helped customers save an average of 10-15% on prescription costs.
The Future of Data Mining
In the short-term, the results of data mining will be in profitable, if mundane,
business related areas. Micro-marketing campaigns will explore new niches.
Advertising will target potential customers with new precision.
In the medium term, data mining may be as common and easy to use as e-mail.
We may use these tools to find the best airfare to New York, root out a phone
number of a long-lost classmate, or find the best prices on lawn mowers.
The long-term prospects are truly exciting. Imagine intelligent agents turned
loose on medical research data or on sub-atomic particle data. Computers may
reveal new treatments for diseases or new insights into the nature of the
universe. There are potential dangers, though, as discussed below.
Privacy Concerns
What if every telephone call you make, every credit card purchase you make,
every flight you take, every visit to the doctor you make, every warranty card you
send in, every employment application you fill out, every school record you have,
your credit record, every web page you visit ... was all collected together? A lot
would be known about you! This is an all-too-real possibility. Much of this kind of
information is already stored in a database. Remember that phone interview you
gave to a marketing company last week? Your replies went into a database.
Remember that loan application you filled out? In a database. Too much
information about too many people for anybody to make sense of? Not with data
mining tools running on massively parallel processing computers! Would you feel
comfortable about someone (or lots of someones) having access to all this data
about you? And remember, all this data does not have to reside in one physical
location; as the net grows, information of this type becomes more available to
more people.
References
Berry, M., J., A., & Linoff, G., S., (2000). Mastering data mining.
New York: Wiley.
Edelstein, H., A. (1999). Introduction to data mining and knowledge
discovery (3rd ed). Potomac, MD: Two Crows Corp.
Fayyad, U. M., Piatetsky-Shapiro, G., Smyth, P., & Uthurusamy, R.
(1996). Advances in knowledge discovery & data mining.
Cambridge, MA: MIT Press.
Han, J., Kamber, M. (2000). Data mining: Concepts and
Techniques. New York: Morgan-Kaufman.
Hastie, T., Tibshirani, R., & Friedman, J. H. (2001). The elements of
statistical learning : Data mining, inference, and prediction. New
York: Springer.
Pregibon, D. (1997). Data Mining. Statistical Computing and
Graphics, 7, 8.
Weiss, S. M., & Indurkhya, N. (1997). Predictive data mining: A
practical guide. New York: Morgan-Kaufman.
Westphal, C., Blaxton, T. (1998). Data mining solutions. New York:
Wiley.
Witten, I. H., & Frank, E. (2000). Data mining. New York: MorganKaufmann.
http://www.kron.com/nc4/contact4/stories/computer_privacy.html
http://www.privacyrights.org
http://www.cfp.org
Introduction to Data Mining
http://wwwpcc.qub.ac.uk/tec/courses/datamining/stu_notes/dm_book_1.html
Information about data mining research, applications, and tools:
http://info.gte.com/kdd/
http://www.kdnuggets.com
http://www.ultragem.com/
http://www.cs.bham.ac.uk/~anp/TheDataMine.html
http://www.think.com/html/data_min/data_min.htm
http://direct.boulder.ibm.com/bi/
http://www.software.ibm.com/data/
http://coral.postech.ac.kr/~swkim/software.html
http://www.cs.uah.edu/~infotech/mineproj.html
http://info.gte.com/~kdd/index.html
http://info.gte.com/~kdd/siftware.html
http://iris.cs.uml.edu:8080/
http://www.datamining.com/datamine/welcome.htm
Data Sets to test data mining algorithms:
http://www.scs.unr.edu/~cbmr/research/data.html
Data mining journal (Read Usama M. Fayyad's editorial.):
http://www.research.microsoft.com/research/datamine/
Interesting application of data mining:
http://www.nba.com/allstar97/asgame/beyond.html
Data mining papers:
http://www.satafe.edu/~kurt/index.shtml
http://www.cs.bham.ac.uk/~anp/papers.html
http://coral.postech.ac.kr/~swkim/old_papers.html
Data mining conferences:
http://www-aig.jpl.nasa.gov/kdd97
http://www.cs.bahm.ac.uk/~anp/conferences/html
Conference on very large databases:
http://www.vldb.com/homepage.htm
Sites for datamining vendors and products:
American Heuristics (Profiler)
http://www.heuristics.com
Angoss software (Knowledge Seeker)
http://www.angoss.com
Attar Software (XpertRule Profiler)
http://www.attar.com
Business Objects (BusinessMiner)
http://www.businessobjects.com
DataMind (DataMind Professional)
http://www.datamind.com
HNC Software (DataMarksman, Falcon)
http://www.hncs.com
HyperParallel (Discovery)
http://www.hyperparallel.com
Information Discovery Inc. (Information Discovery System)
http://www.datamining.com
Integral Solutions (Clementine)
http://www.isl.co.uk/index.html
IBM (Intelligent Data Miner)
http://www.ibm.com/Stories/1997/04/data1.html
Lucent Technologies (Interactive Data Visualization)
http://www.lucent.com
NCR (Knowledge Discovery Benchmark)
http://www.ncr.com
NeoVista Sloutions (Decision Series)
http://www.neovista.com
Nestor (Prism)
http://www.nestor.com
Pilot Software (Pilot Discovery Server)
http://www.pilotsw.com
Seagate Software Systems (Holos 5.0)
http://www.holossys.com
SPSS (SPSS)
http://www.spss.com
Thinking Machines (Darwin)
http://www.think.com