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Data Mining

Introduction to Data Mining


1012DM01 MI4 Thu 9, 10 (16:10-18:00) B216

Min-Yuh Day Assistant Professor Dept. of Information Management, Tamkang University


http://mail. tku.edu.tw/myday/ 2013-02-21 1

1012
(2013.02 - 2013.06)
(Data Mining) (Min-Yuh Day) P (TLMXB4P) 2 (2 Credits, Elective) 9,10 (Thu 16:10-18:00) B216
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Data Mining at the Intersection of Many Disciplines


tif Ar tel l In icia ics
Pattern Recognition

Sta t

ist

en lig ce

DATA MINING Mathematical Modeling

Machine Learning

Databases

Management Science & Information Systems

Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

Knowledge Discovery (KDD) Process


Data mining: core of knowledge discovery process

Pattern Evaluation

Data Mining Task-relevant Data Data Warehouse Selection

Data Cleaning Data Integration Databases


Source: Han & Kamber (2006) 4

Data Warehouse Data Mining and Business Intelligence


Increasing potential to support business decisions

Decision Making Data Presentation Visualization Techniques Data Mining Information Discovery

End User

Business Analyst Data Analyst

Data Exploration Statistical Summary, Querying, and Reporting Data Preprocessing/Integration, Data Warehouses Data Sources Paper, Files, Web documents, Scientific experiments, Database Systems
Source: Han & Kamber (2006)

DBA

Business PressuresResponses Support Model

Source: Turban et al. (2011), Decision Support and Business Intelligence Systems


(Data Mining)
SAS

Course Introduction
This course introduces the fundamental concepts and applications technology of data mining. Topics include Introduction to Data Mining Association Analysis Classification and Prediction Cluster Analysis Data Mining Using SAS Enterprise Miner Case Study and Implementation of Data Mining

(Objective)
Understand and apply the fundamental concepts and technology of data mining

(Syllabus)
(Subject/Topics) 1 102/02/21 (Introduction to Data Mining) 2 102/02/28 () (Peace Memorial Day) (No Classes) 3 102/03/07 (Association Analysis) 4 102/03/14 (Classification and Prediction) 5 102/03/21 (Cluster Analysis) 6 102/03/28 SAS (Data Mining Using SAS Enterprise Miner) 7 102/04/04 () (Children's Day, Tomb Sweeping Day)(No Classes) 8 102/04/11 (SAS EM )
Banking Segmentation (Cluster Analysis K-Means using SAS EM)
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(Syllabus)
9 102/04/18 10 102/04/25 11 102/05/02 (Subject/Topics) (Midterm Presentation) (SAS EM )
Web Site Usage Associations ( Association Analysis using SAS EM)

12 102/05/09 (SAS EM ) Enrollment Management Case Study (Decision Tree, Model Evaluation using SAS EM) 13 102/05/16 (SAS EM )
Credit Risk Case Study (Regression Analysis, Artificial Neural Network using SAS EM)

14 102/05/23 (Term Project Presentation) 15 102/05/30


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(Slides) Applied Analytics Using SAS Enterprise Mining, Jim Georges, Jeff Thompson and Chip Wells, 2010, SAS Decision Support and Business Intelligence Systems, Ninth Edition, Efraim Turban, Ramesh Sharda, Dursun Delen, 2011, Pearson Efraim Turban 2011

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2Team Term Project


30 () 30 () 40

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Team Term Project


Term Project Topics
Data mining Web mining Business Intelligence

3-5
2013.03.07 ()

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A Taxonomy for Data Mining Tasks


Data Mining Learning Method Popular Algorithms
Classification and Regression Trees, ANN, SVM, Genetic Algorithms Decision trees, ANN/MLP, SVM, Rough sets, Genetic Algorithms Linear/Nonlinear Regression, Regression trees, ANN/MLP, SVM

Prediction

Supervised

Classification

Supervised

Regression

Supervised

Association

Unsupervised

Apriory, OneR, ZeroR, Eclat

Link analysis

Unsupervised

Expectation Maximization, Apriory Algorithm, Graph-based Matching

Sequence analysis

Unsupervised

Apriory Algorithm, FP-Growth technique

Clustering

Unsupervised

K-means, ANN/SOM

Outlier analysis

Unsupervised

K-means, Expectation Maximization (EM)

Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

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The Evolution of BI Capabilities

Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

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A High-Level Architecture of BI

Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

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Mining the Social Web: Analyzing Data from Facebook, Twitter, LinkedIn, and Other Social Media Sites

Source: http://www.amazon.com/Mining-Social-Web-Analyzing-Facebook/dp/1449388345

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Web Mining Success Stories


Amazon.com, Ask.com, Scholastic.com, Website Optimization Ecosystem
Customer Interaction on the Web Analysis of Interactions Web Analytics Voice of Customer Customer Experience Management Knowledge about the Holistic View of the Customer

Source: Turban et al. (2011), Decision Support and Business Intelligence Systems

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Top 10 CIO Technology Priorities in 2013


Top 10 Technology Priorities Analytics and business intelligence Mobile technologies Cloud computing (SaaS, IaaS, PaaS) Collaboration technologies (workflow) Legacy modernization IT management CRM Virtualization Security ERP Applications
Source: Gartner Executive Programs (January 2013) http://www.gartner.com/newsroom/id/2304615

Ranking 1 2 3 4 5 6 7 8 9 10
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Top 10 CIO Business Priorities in 2013


Top 10 Business Priorities Increasing enterprise growth Delivering operational results Reducing enterprise costs
Attracting and retaining new customers Improving IT applications and infrastructure Creating new products and services (innovation) Improving efficiency Attracting and retaining the workforce Implementing analytics and big data Expanding into new markets and geographies
Source: Gartner Executive Programs (January 2013) http://www.gartner.com/newsroom/id/2304615

Ranking 1 2 3 4 5 6 7 8 9 10
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This course introduces the fundamental concepts and applications technology of data mining. Topics include Introduction to Data Mining Association Analysis Classification and Prediction Cluster Analysis Data Mining Using SAS Enterprise Miner Case Study and Implementation of Data Mining

Summary

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Contact Information
(Min-Yuh Day, Ph.D.) 02-26215656 #2347 02-26209737 i716 () 25137 151 Email myday@mail.tku.edu.tw http://mail.tku.edu.tw/myday/

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