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Chapter 26: Data Mining

Chapter 26: Data Mining

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Published by Giri Saranu

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Published by: Giri Saranu on Dec 11, 2009
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02/01/2013

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Chapter 26: Data Mining
(Some slides courtesy of
Rich Caruana, Cornell University)
Ramakrishnan and Gehrke. Database Management Systems, 3rd Edition.
Definition

Data mining is the exploration and analysis
of large quantities of data in order to
discover valid, novel, potentially useful,
and ultimately understandable patterns in
data.

Example pattern (Census Bureau Data):
If (relationship = husband), then (gender = male). 99.6%
Ramakrishnan and Gehrke. Database Management Systems, 3rd Edition.
Definition (Cont.)

Data mining is the exploration and analysis of large quantities of data in order to discover valid, novel, potentially useful, and ultimately understandable patterns in data.

Valid: The patterns hold in general.
Novel: We did not know the pattern beforehand.
Useful: We can devise actions from the patterns.
Understandable: We can interpret and

comprehend the patterns.
2
Ramakrishnan and Gehrke. Database Management Systems, 3rd Edition.
Why Use Data Mining Today?
Human analysis skills are inadequate:
\u2022Volume and dimensionality of the data
\u2022High data growth rate
Availability of:

\u2022Data
\u2022Storage
\u2022Computational power
\u2022Off-the-shelf software
\u2022Expertise

Ramakrishnan and Gehrke. Database Management Systems, 3rd Edition.
An Abundance of Data

\u2022Supermarket scanners, POS data
\u2022Preferred customer cards
\u2022Credit card transactions
\u2022Direct mail response
\u2022Call center records
\u2022ATM machines
\u2022Demographic data
\u2022Sensor networks
\u2022Cameras
\u2022Web server logs
\u2022Customer web site trails

Ramakrishnan and Gehrke. Database Management Systems, 3rd Edition.
Evolution of Database Technology
\u20221960s: IMS, network model
\u20221970s: The relational data model, first relational DBMS
implementations
\u20221980s: Maturing RDBMS, application-specific DBMS,
(spatial data, scientific data, image data, etc.), OODBMS
\u20221990s: Mature, high-performance RDBMS technology,
parallel DBMS, terabyte data warehouses, object-
relational DBMS, middleware and web technology
\u20222000s: High availability, zero-administration, seamless
integration into business processes
\u20222010: Sensor database systems, databases on
embedded systems, P2P database systems, large-scale
pub/sub systems, ???
3
Ramakrishnan and Gehrke. Database Management Systems, 3rd Edition.
Computational Power
\u2022Moore\u2019s Law:
In 1965, Intel Corporation cofounder Gordon

Moore predicted that the density of transistors in
an integrated circuit would double every year.
(Later changed to reflect 18 months progress.)

\u2022Experts on ants estimate that there are 1016to
1017ants on earth. In the year 1997, we
produced one transistor per ant.
Ramakrishnan and Gehrke. Database Management Systems, 3rd Edition.
Much Commercial Support
\u2022Many data mining tools
\u2022http://www.kdnuggets.com/software
\u2022Database systems with data mining
support

\u2022Visualization tools
\u2022Data mining process support
\u2022Consultants

Ramakrishnan and Gehrke. Database Management Systems, 3rd Edition.
Why Use Data Mining Today?
Competitive pressure!
\u201cThe secret of success is to know something that nobody
else knows.\u201d
Aristotle Onassis
\u2022Competition on service, not only on price (Banks, phone
companies, hotel chains, rental car companies)

\u2022Personalization, CRM
\u2022The real-time enterprise
\u2022\u201cSystemic listening\u201d
\u2022Security, homeland defense

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