CS 583 Data Mining and Text Mining

CS 583 – Data Mining and Text Mining Course Web Page http: //www. cs. uic. edu/~liub/teach/cs 583 -spring 07/cs 583. html CS 583, Bing Liu, UIC

General Information n Instructor: Bing Liu q q q n n Course Call Number: 25479 Lecture times: q n n Email: liub@cs. uic. edu Tel: (312) 355 1318 Office: SEO 931 9: 30 am-10: 45 pm, Tuesday and Thursday Room: 306 AH Office hours: 2: 00 pm-3: 30 pm, Tuesday & Thursday (or by appointment) CS 583, Bing Liu, UIC 2

Course structure n The course has two parts: q Lectures - Introduction to the main topics q Two projects (done in groups) n n n 1 programming project. 1 research project. Lecture slides will be made available on the course web page. CS 583, Bing Liu, UIC 3

Grading n n Final Exam: 40% Midterm: 20% q n 1 midterm Projects: 40% q q 1 programming (15%). 1 research assignment (25%) CS 583, Bing Liu, UIC 4

Prerequisites n Knowledge of q q basic probability theory algorithms CS 583, Bing Liu, UIC 5

Teaching materials n Required Text q Web Data Mining: Exploring Hyperlinks, Contents and Usage data. By Bing Liu, Springer, ISBN 3 -450 -37881 -2. n References: q q Data mining: Concepts and Techniques, by Jiawei Han and Micheline Kamber, Morgan Kaufmann, ISBN 1 -55860 -489 -8. Principles of Data Mining, by David Hand, Heikki Mannila, Padhraic Smyth, The MIT Press, ISBN 0 -262 -08290 -X. Introduction to Data Mining, by Pang-Ning Tan, Michael Steinbach, and Vipin Kumar, Pearson/Addison Wesley, ISBN 0 -32136 -7. Machine Learning, by Tom M. Mitchell, Mc. Graw-Hill, ISBN 007 -042807 -7 CS 583, Bing Liu, UIC 6

Topics n n n Introduction Data pre-processing Association rules and sequential patterns Classification (supervised learning) Clustering (unsupervised learning) Post-processing of data mining results Text mining Partially (semi-) supervised learning Opinion mining and summarization Link analysis Introduction to Web mining CS 583, Bing Liu, UIC 7

Feedback and suggestions n Your feedback and suggestions are most welcome! I need it to adapt the course to your needs. q Let me know if you find any errors in the textbook. Share your questions and concerns with the class – very likely others may have the same. No pain no gain q n n q q The more you put in, the more you get Your grades are proportional to your efforts. CS 583, Bing Liu, UIC 8

Rules and Policies n n n Statute of limitations: No grading questions or complaints, no matter how justified, will be listened to one week after the item in question has been returned. Cheating: Cheating will not be tolerated. All work you submitted must be entirely your own. Any suspicious similarities between students' work will be recorded and brought to the attention of the Dean. The MINIMUM penalty for any student found cheating will be to receive a 0 for the item in question, and dropping your final course grade one letter. The MAXIMUM penalty will be expulsion from the University. Late assignments: Late assignments will not, in general, be accepted. They will never be accepted if the student has not made special arrangements with me at least one day before the assignment is due. If a late assignment is accepted it is subject to a reduction in score as a late penalty. CS 583, Bing Liu, UIC 9

Introduction to the course CS 583, Bing Liu, UIC

What is data mining? n n Data mining is also called knowledge discovery and data mining (KDD) Data mining is q n extraction of useful patterns from data sources, e. g. , databases, texts, web, images, etc. Patterns must be: q valid, novel, potentially useful, understandable CS 583, Bing Liu, UIC 11

Example of discovered patterns n Association rules: “ 80% of customers who buy cheese and milk also buy bread, and 5% of customers buy all of them together” Cheese, Milk Bread [sup =5%, confid=80%] CS 583, Bing Liu, UIC 12

Classic data mining tasks n Classification: mining patterns that can classify future (new) data into known classes. n Association rule mining any rule of the form X Y, where X and Y are sets of data items. n Clustering identifying a set of similarity groups in the data CS 583, Bing Liu, UIC 13

Classic data mining tasks (contd) n Sequential pattern mining: A sequential rule: A B, says that event A will be immediately followed by event B with a certain confidence n Deviation detection: discovering the most significant changes in data n Data visualization: using graphical methods to show patterns in data. CS 583, Bing Liu, UIC 14

Why is data mining important? n Computerization of businesses produce huge amount of data q q n How to make best use of data? Knowledge discovered from data can be used for competitive advantage. Online businesses are generate even larger data sets q q Online retailers (e. g. , amazon. com) are largely driving by data mining. Web search engines are information retrieval and data mining companies CS 583, Bing Liu, UIC 15

Why is data mining necessary? n n n Make use of your data assets There is a big gap from stored data to knowledge; and the transition won’t occur automatically. Many interesting things you want to find cannot be found using database queries “find me people likely to buy my products” “Who are likely to respond to my promotion” “Which movies should be recommended to each customer? ” CS 583, Bing Liu, UIC 16

Why data mining now? n n The data is abundant. The computing power is not an issue. Data mining tools are available The competitive pressure is very strong. q Almost every company is doing (or has to do) it CS 583, Bing Liu, UIC 17

Related fields n Data mining is an multi-disciplinary field: Machine learning Statistics Databases Information retrieval Visualization Natural language processing etc. CS 583, Bing Liu, UIC 18

Data mining (KDD) process n n n Understand the application domain Identify data sources and select target data Pre-processing: cleaning, attribute selection, etc Data mining to extract patterns or models Post-processing: identifying interesting or useful patterns/knowledge Incorporate patterns/knowledge in real world tasks CS 583, Bing Liu, UIC 19

Data mining applications n n n Marketing, customer profiling and retention, identifying potential customers, market segmentation. Engineering: identify causes of problems in products. Scientific data analysis Fraud detection: identifying credit card fraud, intrusion detection. Text and web: a huge number of applications … Any application that involves a large amount of data … CS 583, Bing Liu, UIC 20

Text mining n Data mining on text q q q n Due to a huge amount of online texts on the Web and other sources Text contains a huge amount of information of any imaginable type! A major direction and tremendous opportunity! Main topics q q Text classification and clustering Information retrieval Information extraction Opinion mining and summarization CS 583, Bing Liu, UIC 21

Example: Opinion Mining n n n Word-of-mouth on the Web The Web has dramatically changed the way that people express their opinions. One can post their opinions on almost anything at review sites, Internet forums, discussion groups, blogs, etc. Let us just talk about product reviews Benefits of Review Analysis q q Potential Customer: No need to read many reviews Product manufacturer: market intelligence, product benchmarking CS 583, Bing Liu, UIC 22

Feature Based Analysis & Summarization n Extracting product features (called Opinion Features) that have been commented on by customers. Identifying opinion sentences in each review and deciding whether each opinion sentence is positive or negative. Summarizing and comparing results. CS 583, Bing Liu, UIC 23

An example GREAT Camera. , Jun 3, 2004 Reviewer: jprice 174 from Atlanta, Ga. I did a lot of research last year before I bought this camera. . . It kinda hurt to leave behind my beloved nikon 35 mm SLR, but I was going to Italy, and I needed something smaller, and digital. The pictures coming out of this camera are amazing. The 'auto' feature takes great pictures most of the time. And with digital, you're not wasting film if the picture doesn't come out. … Summary: Feature 1: picture Positive: 12 n The pictures coming out of this camera are amazing. n Overall this is a good camera with a really good picture clarity. … Negative: 2 n The pictures come out hazy if your hands shake even for a moment during the entire process of taking a picture. n Focusing on a display rack about 20 feet away in a brightly lit room during day time, pictures produced by this camera were blurry and in a shade of orange. Feature 2: battery life … …. CS 583, Bing Liu, UIC 24

n Visual Comparison + Summary of reviews of Digital camera 1 _ Picture n Comparison of reviews of Battery Zoom Size Weight + Digital camera 1 Digital camera 2 _ CS 583, Bing Liu, UIC 25

Web mining n Link analysis q q n n How does Google work? How to find communities on the Web? Structured data extraction Web information integration CS 583, Bing Liu, UIC 26

Example: Web data extraction Data region 1 A data record Data region 2 CS 583, Bing Liu, UIC 27

Align and extract data items (e. g. , region 1) image 1 EN 7410 17 inch LCD Monitor Black/Dark charcoal $299. 99 Add to Cart (Delivery / Pick-Up ) Penny Shopping Compare image 2 17 -inch LCD Monitor $249. 99 Add to Cart (Delivery / Pick-Up ) Penny Shopping Compare image 3 AL 1714 17 inch LCD Monitor, Black $269. 99 Add to Cart (Delivery / Pick-Up ) Penny Shopping Compare image 4 Sync. Master 712 n 17 -inch LCD Monitor, Black Add to Cart (Delivery / Pick-Up ) Penny Shopping Compare CS 583, Bing Liu, UIC Was: $369. 99 $299. 99 Save $70 After: $70 mail-inrebate(s) 28

Resources n n ACM SIGKDD Data mining related conferences q q q n Kdnuggets: http: //www. kdnuggets. com/ q n Data mining: KDD, ICDM, SDM, … Databases: SIGMOD, VLDB, ICDE, … AI: AAAI, IJCAI, ICML, ACL, … Web: WWW, … Information retrieval: SIGIR, CIKM, … News and resources. You can sign-up! Our text and reference books CS 583, Bing Liu, UIC 29

Project assignments n n Done in groups of three students Project 1: Implementation q n Implementing MS-GSP or MS-PS algorithms Project 2: tentative q q q Tracking opinions on presidential candidates of 2008 US election. Tracking opinions on celebrities. Computing inflation index using Web data CS 583, Bing Liu, UIC 30