Data mining (the analysis step of the "Knowledge Discovery in Databases" process, or KDD), an interdisciplinary subfield of computer science,is the computational process of discovering patterns in large data sets involving methods at the intersection of artificial intelligence, machine learning, statistics, and database systems.
The overall goal of the data mining process is to extract information
from a data set and transform it into an understandable structure for
further use. Aside from the raw analysis step, it involves database and data management aspects, data preprocessing, model and inference considerations, interestingness metrics, complexity considerations, post-processing of discovered structures, visualization, and online updating.
The term is a buzzword, and is frequently misused to mean any form of large-scale data or information processing (collection, extraction, warehousing, analysis, and statistics) but is also generalized to any kind of computer decision support system, including artificial intelligence, machine learning, and business intelligence. In the proper use of the word, the key term is discovery[citation needed], commonly defined as "detecting something new". Even the popular book "Data mining: Practical machine learning tools and techniques with Java" (which covers mostly machine learning material) was originally to be named just "Practical machine learning", and the term "data mining" was only added for marketing reasons. Often the more general terms "(large scale) data analysis", or "analytics" – or when referring to actual methods, artificial intelligence and machine learning – are more appropriate.
The actual data mining task is the automatic or semi-automatic analysis of large quantities of data to extract previously unknown interesting patterns such as groups of data records (cluster analysis), unusual records (anomaly detection) and dependencies (association rule mining). This usually involves using database techniques such as spatial indices. These patterns can then be seen as a kind of summary of the input data, and may be used in further analysis or, for example, in machine learning and predictive analytics. For example, the data mining step might identify multiple groups in the data, which can then be used to obtain more accurate prediction results by a decision support system. Neither the data collection, data preparation, nor result interpretation and reporting are part of the data mining step, but do belong to the overall KDD process as additional steps.
The related terms data dredging, data fishing, and data snooping refer to the use of data mining methods to sample parts of a larger population data set that are (or may be) too small for reliable statistical inferences to be made about the validity of any patterns discovered. These methods can, however, be used in creating new hypotheses to test against the larger data populations.
Data mining uses information from past data to analyze the outcome of a particular problem or situation that may arise. Data mining works to analyze data stored in data warehouses that are used to store that data that is being analyzed. That particular data may come from all parts of business, from the production to the management. Managers also use data mining to decide upon marketing strategies for their product. They can use data to compare and contrast among competitors. Data mining interprets its data into real time analysis that can be used to increase sales, promote new product, or delete product that is not value-added to the company.
It exists, however, in many variations on this theme, such as the Cross Industry Standard Process for Data Mining (CRISP-DM) which defines six phases:
Polls conducted in 2002, 2004, and 2007 show that the CRISP-DM methodology is the leading methodology used by data miners. The only other data mining standard named in these polls was SEMMA. However, 3-4 times as many people reported using CRISP-DM. Several teams of researchers have published reviews of data mining process models, and Azevedo and Santos conducted a comparison of CRISP-DM and SEMMA in 2008.
If the learned patterns do not meet the desired standards, then it is necessary to re-evaluate and change the pre-processing and data mining steps. If the learned patterns do meet the desired standards, then the final step is to interpret the learned patterns and turn them into knowledge.
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Data mining in customer relationship management applications can contribute significantly to the bottom line.[citation needed] Rather than randomly contacting a prospect or customer through a call center or sending mail, a company can concentrate its efforts on prospects that are predicted to have a high likelihood of responding to an offer. More sophisticated methods may be used to optimize resources across campaigns so that one may predict to which channel and to which offer an individual is most likely to respond (across all potential offers). Additionally, sophisticated applications could be used to automate mailing. Once the results from data mining (potential prospect/customer and channel/offer) are determined, this "sophisticated application" can either automatically send an e-mail or a regular mail. Finally, in cases where many people will take an action without an offer, "uplift modeling" can be used to determine which people have the greatest increase in response if given an offer. Uplift modeling thereby enables marketers to focus mailings and offers on persuadable people, and not to send offers to people who will buy the product without an offer. Data clustering can also be used to automatically discover the segments or groups within a customer data set.
Businesses employing data mining may see a return on investment, but also they recognize that the number of predictive models can quickly become very large. Rather than using one model to predict how many customers will churn, a business could build a separate model for each region and customer type. Then, instead of sending an offer to all people that are likely to churn, it may only want to send offers to loyal customers. Finally, the business may want to determine which customers are going to be profitable over a certain window in time, and only send the offers to those that are likely to be profitable. In order to maintain this quantity of models, they need to manage model versions and move on to automated data mining.
Data mining can also be helpful to human resources (HR) departments in identifying the characteristics of their most successful employees. Information obtained – such as universities attended by highly successful employees – can help HR focus recruiting efforts accordingly. Additionally, Strategic Enterprise Management applications help a company translate corporate-level goals, such as profit and margin share targets, into operational decisions, such as production plans and workforce levels.
Another example of data mining, often called the market basket analysis, relates to its use in retail sales. If a clothing store records the purchases of customers, a data mining system could identify those customers who favor silk shirts over cotton ones. Although some explanations of relationships may be difficult, taking advantage of it is easier. The example deals with association rules within transaction-based data. Not all data are transaction based and logical, or inexact rules may also be present within a database.
Market basket analysis has also been used to identify the purchase patterns of the Alpha Consumer. Alpha Consumers are people that play a key role in connecting with the concept behind a product, then adopting that product, and finally validating it for the rest of society. Analyzing the data collected on this type of user has allowed companies to predict future buying trends and forecast supply demands.
Data mining is a highly effective tool in the catalog marketing industry. Catalogers have a rich database of history of their customer transactions for millions of customers dating back a number of years. Data mining tools can identify patterns among customers and help identify the most likely customers to respond to upcoming mailing campaigns.
Data mining for business applications is a component that needs to be integrated into a complex modeling and decision making process. Reactive business intelligence (RBI) advocates a "holistic" approach that integrates data mining, modeling, and interactive visualization into an end-to-end discovery and continuous innovation process powered by human and automated learning.
In the area of decision making, the RBI approach has been used to mine knowledge that is progressively acquired from the decision maker, and then self-tune the decision method accordingly.
An example of data mining related to an integrated-circuit (IC) production line is described in the paper "Mining IC Test Data to Optimize VLSI Testing." In this paper, the application of data mining and decision analysis to the problem of die-level functional testing is described. Experiments mentioned demonstrate the ability to apply a system of mining historical die-test data to create a probabilistic model of patterns of die failure. These patterns are then utilized to decide, in real time, which die to test next and when to stop testing. This system has been shown, based on experiments with historical test data, to have the potential to improve profits on mature IC products.
In the study of human genetics, sequence mining helps address the important goal of understanding the mapping relationship between the inter-individual variations in human DNA sequence and the variability in disease susceptibility. In simple terms, it aims to find out how the changes in an individual's DNA sequence affects the risks of developing common diseases such as cancer, which is of great importance to improving methods of diagnosing, preventing, and treating these diseases. The data mining method that is used to perform this task is known as multifactor dimensionality reduction.
In the area of electrical power engineering, data mining methods have been widely used for condition monitoring of high voltage electrical equipment. The purpose of condition monitoring is to obtain valuable information on, for example, the status of the insulation (or other important safety-related parameters). Data clustering techniques – such as the self-organizing map (SOM), have been applied to vibration monitoring and analysis of transformer on-load tap-changers (OLTCS). Using vibration monitoring, it can be observed that each tap change operation generates a signal that contains information about the condition of the tap changer contacts and the drive mechanisms. Obviously, different tap positions will generate different signals. However, there was considerable variability amongst normal condition signals for exactly the same tap position. SOM has been applied to detect abnormal conditions and to hypothesize about the nature of the abnormalities.
Data mining methods have also been applied to dissolved gas analysis (DGA) in power transformers. DGA, as a diagnostics for power transformers, has been available for many years. Methods such as SOM has been applied to analyze generated data and to determine trends which are not obvious to the standard DGA ratio methods (such as Duval Triangle).
Another example of data mining in science and engineering is found in educational research, where data mining has been used to study the factors leading students to choose to engage in behaviors which reduce their learning, and to understand factors influencing university student retention. A similar example of social application of data mining is its use in expertise finding systems, whereby descriptors of human expertise are extracted, normalized, and classified so as to facilitate the finding of experts, particularly in scientific and technical fields. In this way, data mining can facilitate institutional memory.
Other examples of application of data mining methods are biomedical data facilitated by domain ontologies,mining clinical trial data, and traffic analysis using SOM.
In adverse drug reaction surveillance, the Uppsala Monitoring Centre has, since 1998, used data mining methods to routinely screen for reporting patterns indicative of emerging drug safety issues in the WHO global database of 4.6 million suspected adverse drug reaction incidents. Recently, similar methodology has been developed to mine large collections of electronic health records for temporal patterns associating drug prescriptions to medical diagnoses.
Data mining has been applied software artifacts within the realm of software engineering: Mining Software Repositories.
The term is a buzzword, and is frequently misused to mean any form of large-scale data or information processing (collection, extraction, warehousing, analysis, and statistics) but is also generalized to any kind of computer decision support system, including artificial intelligence, machine learning, and business intelligence. In the proper use of the word, the key term is discovery[citation needed], commonly defined as "detecting something new". Even the popular book "Data mining: Practical machine learning tools and techniques with Java" (which covers mostly machine learning material) was originally to be named just "Practical machine learning", and the term "data mining" was only added for marketing reasons. Often the more general terms "(large scale) data analysis", or "analytics" – or when referring to actual methods, artificial intelligence and machine learning – are more appropriate.
The actual data mining task is the automatic or semi-automatic analysis of large quantities of data to extract previously unknown interesting patterns such as groups of data records (cluster analysis), unusual records (anomaly detection) and dependencies (association rule mining). This usually involves using database techniques such as spatial indices. These patterns can then be seen as a kind of summary of the input data, and may be used in further analysis or, for example, in machine learning and predictive analytics. For example, the data mining step might identify multiple groups in the data, which can then be used to obtain more accurate prediction results by a decision support system. Neither the data collection, data preparation, nor result interpretation and reporting are part of the data mining step, but do belong to the overall KDD process as additional steps.
The related terms data dredging, data fishing, and data snooping refer to the use of data mining methods to sample parts of a larger population data set that are (or may be) too small for reliable statistical inferences to be made about the validity of any patterns discovered. These methods can, however, be used in creating new hypotheses to test against the larger data populations.
Data mining uses information from past data to analyze the outcome of a particular problem or situation that may arise. Data mining works to analyze data stored in data warehouses that are used to store that data that is being analyzed. That particular data may come from all parts of business, from the production to the management. Managers also use data mining to decide upon marketing strategies for their product. They can use data to compare and contrast among competitors. Data mining interprets its data into real time analysis that can be used to increase sales, promote new product, or delete product that is not value-added to the company.
Process
The Knowledge Discovery in Databases (KDD) process is commonly defined with the stages:It exists, however, in many variations on this theme, such as the Cross Industry Standard Process for Data Mining (CRISP-DM) which defines six phases:
- (1) Business Understanding
- (2) Data Understanding
- (3) Data Preparation
- (4) Modeling
- (5) Evaluation
- (6) Deployment
Polls conducted in 2002, 2004, and 2007 show that the CRISP-DM methodology is the leading methodology used by data miners. The only other data mining standard named in these polls was SEMMA. However, 3-4 times as many people reported using CRISP-DM. Several teams of researchers have published reviews of data mining process models, and Azevedo and Santos conducted a comparison of CRISP-DM and SEMMA in 2008.
Pre-processing
Before data mining algorithms can be used, a target data set must be assembled. As data mining can only uncover patterns actually present in the data, the target data set must be large enough to contain these patterns while remaining concise enough to be mined within an acceptable time limit. A common source for data is a data mart or data warehouse. Pre-processing is essential to analyze the multivariate data sets before data mining. The target set is then cleaned. Data cleaning removes the observations containing noise and those with missing data.Data mining
Data mining involves six common classes of tasks:- Anomaly detection (Outlier/change/deviation detection) – The identification of unusual data records, that might be interesting or data errors that require further investigation.
- Association rule learning (Dependency modeling) – Searches for relationships between variables. For example a supermarket might gather data on customer purchasing habits. Using association rule learning, the supermarket can determine which products are frequently bought together and use this information for marketing purposes. This is sometimes referred to as market basket analysis.
- Clustering – is the task of discovering groups and structures in the data that are in some way or another "similar", without using known structures in the data.
- Classification – is the task of generalizing known structure to apply to new data. For example, an e-mail program might attempt to classify an e-mail as "legitimate" or as "spam".
- Regression – Attempts to find a function which models the data with the least error.
- Summarization – providing a more compact representation of the data set, including visualization and report generation.
- Sequential pattern mining – Sequential pattern mining finds sets of data items that occur together frequently in some sequences. Sequential pattern mining, which extracts frequent subsequences from a sequence database, has attracted a great deal of interest during the recent data mining research because it is the basis of many applications, such as: web user analysis, stock trend prediction, DNA sequence analysis, finding language or linguistic patterns from natural language texts, and using the history of symptoms to predict certain kind of disease.
Results validation
The final step of knowledge discovery from data is to verify that the patterns produced by the data mining algorithms occur in the wider data set. Not all patterns found by the data mining algorithms are necessarily valid. It is common for the data mining algorithms to find patterns in the training set which are not present in the general data set. This is called overfitting. To overcome this, the evaluation uses a test set of data on which the data mining algorithm was not trained. The learned patterns are applied to this test set and the resulting output is compared to the desired output. For example, a data mining algorithm trying to distinguish "spam" from "legitimate" emails would be trained on a training set of sample e-mails. Once trained, the learned patterns would be applied to the test set of e-mails on which it had not been trained. The accuracy of the patterns can then be measured from how many e-mails they correctly classify. A number of statistical methods may be used to evaluate the algorithm, such as ROC curves.If the learned patterns do not meet the desired standards, then it is necessary to re-evaluate and change the pre-processing and data mining steps. If the learned patterns do meet the desired standards, then the final step is to interpret the learned patterns and turn them into knowledge.
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Notable uses
Business
Data mining is the analysis of historical business activities, stored as static data in data warehouse databases, to reveal hidden patterns and trends. Data mining software uses advanced pattern recognition algorithms to sift through large amounts of data to assist in discovering previously unknown strategic business information. Examples of what businesses use data mining for include performing market analysis to identify new product bundles, finding the root cause of manufacturing problems, to prevent customer attrition and acquire new customers, cross-sell to existing customers, and profile customers with more accuracy.In today’s world raw data is being collected by companies at an exploding rate. For example, Walmart processes over 20 million point-of-sale transactions every day. This information is stored in a centralized database, but would be useless without some type of data mining software to analysis it. If Walmart analyzed their point-of-sale data with data mining techniques they would be able to determine sales trends, develop marketing campaigns, and more accurately predict customer loyalty. Every time we use our credit card, a store loyalty card, or fill out a warranty card data is being collected about our purchasing behavior. Many people find the amount of information stored about us from companies, such as Google, Facebook, and Amazon, disturbing and are concerned about privacy. Although there is the potential for our personal data to be used in harmful, or unwanted, ways it is also being used to make our lives better. For example, Ford and Audi hope to one day collect information about customer driving patterns so they can recommend safer routes and warn drivers about dangerous road conditions.Data mining in customer relationship management applications can contribute significantly to the bottom line.[citation needed] Rather than randomly contacting a prospect or customer through a call center or sending mail, a company can concentrate its efforts on prospects that are predicted to have a high likelihood of responding to an offer. More sophisticated methods may be used to optimize resources across campaigns so that one may predict to which channel and to which offer an individual is most likely to respond (across all potential offers). Additionally, sophisticated applications could be used to automate mailing. Once the results from data mining (potential prospect/customer and channel/offer) are determined, this "sophisticated application" can either automatically send an e-mail or a regular mail. Finally, in cases where many people will take an action without an offer, "uplift modeling" can be used to determine which people have the greatest increase in response if given an offer. Uplift modeling thereby enables marketers to focus mailings and offers on persuadable people, and not to send offers to people who will buy the product without an offer. Data clustering can also be used to automatically discover the segments or groups within a customer data set.
Businesses employing data mining may see a return on investment, but also they recognize that the number of predictive models can quickly become very large. Rather than using one model to predict how many customers will churn, a business could build a separate model for each region and customer type. Then, instead of sending an offer to all people that are likely to churn, it may only want to send offers to loyal customers. Finally, the business may want to determine which customers are going to be profitable over a certain window in time, and only send the offers to those that are likely to be profitable. In order to maintain this quantity of models, they need to manage model versions and move on to automated data mining.
Data mining can also be helpful to human resources (HR) departments in identifying the characteristics of their most successful employees. Information obtained – such as universities attended by highly successful employees – can help HR focus recruiting efforts accordingly. Additionally, Strategic Enterprise Management applications help a company translate corporate-level goals, such as profit and margin share targets, into operational decisions, such as production plans and workforce levels.
Another example of data mining, often called the market basket analysis, relates to its use in retail sales. If a clothing store records the purchases of customers, a data mining system could identify those customers who favor silk shirts over cotton ones. Although some explanations of relationships may be difficult, taking advantage of it is easier. The example deals with association rules within transaction-based data. Not all data are transaction based and logical, or inexact rules may also be present within a database.
Market basket analysis has also been used to identify the purchase patterns of the Alpha Consumer. Alpha Consumers are people that play a key role in connecting with the concept behind a product, then adopting that product, and finally validating it for the rest of society. Analyzing the data collected on this type of user has allowed companies to predict future buying trends and forecast supply demands.
Data mining is a highly effective tool in the catalog marketing industry. Catalogers have a rich database of history of their customer transactions for millions of customers dating back a number of years. Data mining tools can identify patterns among customers and help identify the most likely customers to respond to upcoming mailing campaigns.
Data mining for business applications is a component that needs to be integrated into a complex modeling and decision making process. Reactive business intelligence (RBI) advocates a "holistic" approach that integrates data mining, modeling, and interactive visualization into an end-to-end discovery and continuous innovation process powered by human and automated learning.
In the area of decision making, the RBI approach has been used to mine knowledge that is progressively acquired from the decision maker, and then self-tune the decision method accordingly.
An example of data mining related to an integrated-circuit (IC) production line is described in the paper "Mining IC Test Data to Optimize VLSI Testing." In this paper, the application of data mining and decision analysis to the problem of die-level functional testing is described. Experiments mentioned demonstrate the ability to apply a system of mining historical die-test data to create a probabilistic model of patterns of die failure. These patterns are then utilized to decide, in real time, which die to test next and when to stop testing. This system has been shown, based on experiments with historical test data, to have the potential to improve profits on mature IC products.
Science and engineering
In recent years, data mining has been used widely in the areas of science and engineering, such as bioinformatics, genetics, medicine, education and electrical power engineering.In the study of human genetics, sequence mining helps address the important goal of understanding the mapping relationship between the inter-individual variations in human DNA sequence and the variability in disease susceptibility. In simple terms, it aims to find out how the changes in an individual's DNA sequence affects the risks of developing common diseases such as cancer, which is of great importance to improving methods of diagnosing, preventing, and treating these diseases. The data mining method that is used to perform this task is known as multifactor dimensionality reduction.
In the area of electrical power engineering, data mining methods have been widely used for condition monitoring of high voltage electrical equipment. The purpose of condition monitoring is to obtain valuable information on, for example, the status of the insulation (or other important safety-related parameters). Data clustering techniques – such as the self-organizing map (SOM), have been applied to vibration monitoring and analysis of transformer on-load tap-changers (OLTCS). Using vibration monitoring, it can be observed that each tap change operation generates a signal that contains information about the condition of the tap changer contacts and the drive mechanisms. Obviously, different tap positions will generate different signals. However, there was considerable variability amongst normal condition signals for exactly the same tap position. SOM has been applied to detect abnormal conditions and to hypothesize about the nature of the abnormalities.
Data mining methods have also been applied to dissolved gas analysis (DGA) in power transformers. DGA, as a diagnostics for power transformers, has been available for many years. Methods such as SOM has been applied to analyze generated data and to determine trends which are not obvious to the standard DGA ratio methods (such as Duval Triangle).
Another example of data mining in science and engineering is found in educational research, where data mining has been used to study the factors leading students to choose to engage in behaviors which reduce their learning, and to understand factors influencing university student retention. A similar example of social application of data mining is its use in expertise finding systems, whereby descriptors of human expertise are extracted, normalized, and classified so as to facilitate the finding of experts, particularly in scientific and technical fields. In this way, data mining can facilitate institutional memory.
Other examples of application of data mining methods are biomedical data facilitated by domain ontologies,mining clinical trial data, and traffic analysis using SOM.
In adverse drug reaction surveillance, the Uppsala Monitoring Centre has, since 1998, used data mining methods to routinely screen for reporting patterns indicative of emerging drug safety issues in the WHO global database of 4.6 million suspected adverse drug reaction incidents. Recently, similar methodology has been developed to mine large collections of electronic health records for temporal patterns associating drug prescriptions to medical diagnoses.
Data mining has been applied software artifacts within the realm of software engineering: Mining Software Repositories.
