Virtual University of Pakistan

Data Warehousing
Lecture-30
What can Data Mining do?

Ahsan Abdullah
Assoc. Prof. & Head
Center for Agro-Informatics Research
www.nu.edu.pk/cairindex.asp
National University of Computers & Emerging Sciences, Islamabad
Email: ahsan101@yahoo.com
CLASSIFICATION
ESTIMATION
PREDICTION
MARKET BASKET ANALYSIS
MARKET BASKET ANALYSIS

A
Y
B

98% of people who purchased items A and B

also purchased item C

Ask graphics to replace pictures of items with similar pictures

Discovering Association Rules

TID Items
1 Bread, Cola, Milk
2 Juice, Bread
3 Juice, Cola, Diaper, Milk
4 Juice, Bread, Diaper, Milk
5 Cola, Diaper, Milk

Rules:
{Milk}  {Cola}
{Diaper, Milk}  {Juice}
 CLUSTERING

Task of segmenting a heterogeneous population

into a number of more homogenous sub-groups or
clusters.
 Examples of Clustering Applications
• Marketing:
• Insurance:
• Land use:
• Seismic studies:
Ambiguity in Clustering

How many clusters?

Two clusters
Four clusters
Six clusters
DESCRIPTION
 Comparing Methods

• Accuracy:
• Speed:
• Robustness:
• Scalability:
• Interpretability:
• Simplicity:
 Where does Data Mining fits in?

Data Mining is one step of Knowledge

Knowledge Discovery in Interpretation/
Databases (KDD) Evaluation
• Validation Tests
Data Mining • Visualization

• Identify Patterns
Preprocessing • Generate Models

• Selection
• Cleaning
• Transformation
Data
• Feature Extraction