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This book is an introduction }{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
to the young and fast-growing field of }{\i1 \fs20 \kerning2 \dbch \af6 \hich
\af6 \loch \f6 \cf1 data mining }{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch
\f5 \cf1 (also known}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
\par }\pard \plain \ql \li0 \ri0 \lisb0 \lisa0 \widctlpar \aspalpha \aspnum
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 as }{\i1 \fs20 \kerning2
\dbch \af6 \hich \af6 \loch \f6 \cf1 knowledge discovery from data}{\fs20 \kerning2
\dbch \af5 \hich \af5 \loch \f5 \cf1 , or }{\i1 \fs20 \kerning2 \dbch \af6 \hich
\af6 \loch \f6 \cf1 KDD }{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 for
short). The book focuses on fundamental}{\fs20 \kerning2 \dbch \af5 \hich \af5
\loch \f5 \cf1 \par }\pard \plain \ql \li0 \ri0 \lisb0 \lisa0 \widctlpar
\hich \af0 \loch \af0 {\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 data
mining concepts and techniques for discovering interesting patterns from data in}
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 \par }\pard \plain \ql
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\hich \af5 \loch \f5 \cf1 various applications. In particular, we emphasize
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\af0 {\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 effective, efficient,
and scalable data mining tools.}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5
\cf1 \par }\pard \plain \ql \li0 \ri0 \lisb0 \lisa0 \widctlpar \aspalpha \aspnum
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 This chapter is organized as
follows. In Section 1.1, you will learn why data mining is}{\fs20 \kerning2
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\dbch \af2 \hich \af0 \loch \af0 {\fs20 \kerning2 \dbch \af5 \hich \af5 \loch
\f5 \cf1 in high demand and how it is part of the natural evolution of information
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respect to the knowledge discovery process. Next,}{\fs20 \kerning2 \dbch \af5 \hich
\hich \af0 \loch \af0 {\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 you
will learn about data mining from many aspects, such as the kinds of data that can}
\hich \af5 \loch \f5 \cf1 be mined (Section 1.3), the kinds of knowledge to be
mined (Section 1.4), the kinds of}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch
\af0 {\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 technologies to be used
(Section 1.5), and targeted applications (Section 1.6). In this}{\fs20 \kerning2
\f5 \cf1 way, you will gain a multidimensional view of data mining. Finally,
Section 1.7 outlines}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 major data mining research
and development issues.}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
{\fs72 \kerning2 \dbch \af7 \hich \af7 \loch \f7 \cf12 1.1 }{\b1 \fs26 \kerning2
\dbch \af4 \hich \af4 \loch \f4 \cf1 Why Data Mining?}{\b1 \fs26
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\lisb0 \lisa0 \widctlpar \aspalpha \aspnum \adjustright \lin0 \rin0 \itap0 \fs21
\kerning2 \dbch \af2 \hich \af0 \loch \af0 {\i1 \fs20 \kerning2 \dbch \af6 \hich
\af6 \loch \f6 \cf1 Necessity, who is the mother of invention. }{\fs20 \kerning2
\dbch \af5 \hich \af5 \loch \f5 \cf1 \uc1 \u8211 ? Plato}{\fs20 \kerning2 \dbch
\af5 \hich \af5 \loch \f5 \cf1 \par }\pard \plain \ql \li0 \ri0 \lisb0 \lisa0
\f5 \cf1 We live in a world where vast amounts of data are collected daily.
Analyzing such data}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 is an important need. Section
1.1.1 looks at how data mining can meet this need by}{\fs20 \kerning2 \dbch \af5
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\hich \af0 \loch \af0 {\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
providing tools to discover knowledge from data. In Section 1.1.2, we observe how
data}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 \par }\pard \plain
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natural evolution of information technology.}{\fs20 \kerning2 \dbch \af5 \hich \af5
\hich \af0 \loch \af0 {\fs30 \kerning2 \dbch \af7 \hich \af7 \loch \f7 \cf1 1.1.1 }
{\b1 \fs24 \kerning2 \dbch \af4 \hich \af4 \loch \f4 \cf1 Moving toward the
Information Age}{\b1 \fs24 \kerning2 \dbch \af4 \hich \af4 \loch \f4 \cf1
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 \uc1 \u8220 ?}{\i1 \fs20
\kerning2 \dbch \af6 \hich \af6 \loch \f6 \cf1 We are living in the information
age}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 \uc1 \u8221 ? is a
popular saying; however, }{\i1 \fs20 \kerning2 \dbch \af6 \hich \af6 \loch \f6 \cf1
we are actually living}{\i1 \fs20 \kerning2 \dbch \af6 \hich \af6 \loch \f6 \cf1
{\i1 \fs20 \kerning2 \dbch \af6 \hich \af6 \loch \f6 \cf1 in the data age}{\fs20
\kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 . Terabytes or petabytes}{\fs15
\kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 1 }{\fs20 \kerning2 \dbch \af5 \hich
\af5 \loch \f5 \cf1 of data pour into our computer networks, the}{\fs20
\kerning2 \dbch \af2 \hich \af0 \loch \af0 {\fs20 \kerning2 \dbch \af5 \hich
\af5 \loch \f5 \cf1 World Wide Web (WWW), and various data storage devices every
day from business,}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
{\fs13 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 1}{\fs17 \kerning2 \dbch \af5
\hich \af5 \loch \f5 \cf1 A petabyte is a unit of information or computer storage
equal to 1 quadrillion bytes, or a thousand}{\fs17 \kerning2 \dbch \af5 \hich
\hich \af0 \loch \af0 {\fs17 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
terabytes, or 1 million gigabytes.}{\fs17 \kerning2 \dbch \af5 \hich \af5 \loch \f5
{\fs12 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 c 2012 Elsevier Inc. All
rights reserved.}{\fs12 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
{\b1 \fs12 \kerning2 \dbch \af8 \hich \af8 \loch \f8 \cf1 DataMining: Concepts and
Techniques }{\b1 \fs20 \kerning2 \dbch \af4 \hich \af4 \loch \f4 \cf1 1}{\b1
\fs20 \kerning2 \dbch \af4 \hich \af4 \loch \f4 \cf1 \par }\pard \plain \ql \li0
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\hich \af4 \loch \f4 \cf1 2 }{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
Chapter 1 }{\i1 \fs20 \kerning2 \dbch \af6 \hich \af6 \loch \f6 \cf1 Introduction}
{\i1 \fs20 \kerning2 \dbch \af6 \hich \af6 \loch \f6 \cf1 \par }\pard \plain \ql
\hich \af5 \loch \f5 \cf1 society, science and engineering, medicine, and almost
every other aspect of daily life.}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch
\af0 {\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 This explosive growth of
available data volume is a result of the computerization of}{\fs20 \kerning2
\f5 \cf1 our society and the fast development of powerful data collection and
storage tools.}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 \par }\pard
\kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 Businesses worldwide generate
gigantic data sets, including sales transactions, stock}{\fs20 \kerning2 \dbch \af5
\hich \af0 \loch \af0 {\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 trading
records, product descriptions, sales promotions, company profiles and performance,}
\hich \af5 \loch \f5 \cf1 and customer feedback. For example, large stores, such as
Wal-Mart, handle}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 hundreds of millions of
transactions per week at thousands of branches around the}{\fs20 \kerning2 \dbch
\f5 \cf1 world. Scientific and engineering practices generate high orders of
petabytes of data in}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 a continuous manner, from
remote sensing, process measuring, scientific experiments,}{\fs20 \kerning2
\f5 \cf1 system performance, engineering observations, and environment
surveillance.}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 \par }\pard
\kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 Global backbone telecommunication
networks carry tens of petabytes of data traffic}{\fs20 \kerning2 \dbch \af5
\hich \af0 \loch \af0 {\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 every
day. The medical and health industry generates tremendous amounts of data from}
\hich \af5 \loch \f5 \cf1 medical records, patient monitoring, and medical imaging.
Billions
of Web searches}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 supported by search engines
process tens of petabytes of data daily. Communities and}{\fs20 \kerning2 \dbch
\f5 \cf1 social media have become increasingly important data sources, producing
digital pictures}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 and videos, blogs, Web
communities, and various kinds of social networks. The}{\fs20 \kerning2 \dbch
\f5 \cf1 list of sources that generate huge amounts of data is endless.}{\fs20
\kerning2 \dbch \af2 \hich \af0 \loch \af0 {\fs20 \kerning2 \dbch \af5 \hich
\af5 \loch \f5 \cf1 This explosively growing, widely available, and gigantic body
of data makes our}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 \par }\pard
\kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 time truly the data age. Powerful
and versatile tools are badly needed to automatically}{\fs20 \kerning2 \dbch
\f5 \cf1 uncover valuable information from the tremendous amounts of data and to
transform}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 \par }\pard
\kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 such data into organized knowledge.
This necessity has led to the birth of data mining.}{\fs20 \kerning2 \dbch \af5
\hich \af0 \loch \af0 {\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 The
field is young, dynamic, and promising. Data mining has and will continue to make}
\hich \af5 \loch \f5 \cf1 great strides in our journey from the data age toward the
coming information age.}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
{\b1 \fs20 \kerning2 \dbch \af4 \hich \af4 \loch \f4 \cf1 Example 1.1 }{\b1
\fs20 \kerning2 \dbch \af8 \hich \af8 \loch \f8 \cf1 Data mining turns a large
collection of data into knowledge. }{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch
\f5 \cf1 A search engine (e.g.,}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 Google) receives hundreds of
millions of queries every day. Each query can be viewed}{\fs20 \kerning2 \dbch \af5
\hich \af0 \loch \af0 {\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 as a
transaction where the user describes her or his information need. What novel and}
\hich \af5 \loch \f5 \cf1 useful knowledge can a search engine learn from such a
huge collection of queries collected}{\fs20 \kerning2 \dbch \af5 \hich \af5
\hich \af0 \loch \af0 {\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 from
users over time? Interestingly, some patterns found in user search queries}
\hich \af5 \loch \f5 \cf1 can disclose invaluable knowledge that cannot be obtained
by reading individual data}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 items alone. For example,
Google\uc1 \u8217 ?s }{\i1 \fs20 \kerning2 \dbch \af6 \hich \af6 \loch \f6 \cf1 Flu
Trends }{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 uses specific search
terms as indicators of}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 flu activity. It found a
close relationship between the number of people who search for}{\fs20 \kerning2
\f5 \cf1 flu-related information and the number of people who actually have flu
symptoms. A}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 \par }\pard
\kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 pattern emerges when all of the
search queries related to flu are aggregated. Using aggregated}{\fs20 \kerning2
\f5 \cf1 Google search data, }{\i1 \fs20 \kerning2 \dbch \af6 \hich \af6 \loch
\f6 \cf1 Flu Trends }{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 can
estimate flu activity up to two weeks faster}{\fs20 \kerning2 \dbch \af5 \hich \af5
\hich \af0 \loch \af0 {\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 than
traditional systems can.}{\fs15 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 2 }
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 This example shows how data
mining can turn a large}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 collection of data into
knowledge that can help meet a current global challenge.}{\fs20 \kerning2 \dbch
\f7 \cf1 1.1.2 }{\b1 \fs24 \kerning2 \dbch \af4 \hich \af4 \loch \f4 \cf1 Data
Mining as the Evolution of Information Technology}{\b1 \fs24 \kerning2 \dbch
\f5 \cf1 Data mining can be viewed as a result of the natural evolution of
information technology.}{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
{\fs20 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 The database and data
management industry evolved in the development of}{\fs20 \kerning2 \dbch \af5 \hich
\hich \af0 \loch \af0 {\fs13 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1 2}
{\fs17 \kerning2 \dbch \af5
\hich \af5 \loch \f5 \cf1 This is reported in [GMP}{\fs13 \kerning2 \dbch \af9
\hich \af9 \loch \f9 \cf1 C}{\fs17 \kerning2 \dbch \af5 \hich \af5 \loch \f5 \cf1
09].}{\fs21 \kerning2 \dbch \af2 \hich \af0 \loch \f0 \par }}

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