book

Discovering Knowledge in Data: An Introduction to Data Mining, 2nd Edition

Name: Discovering Knowledge in Data: An Introduction to Data Mining, 2nd Edition
Author: Daniel T. Larose
ISBN: 9780470908747

by Daniel T. Larose

July 2014

Beginner to intermediate

336 pages

9h 30m

English

Wiley

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Preface
What is Data Mining?Why is This Book Needed?What's New for the Second Edition?Danger! Data Mining is Easy to Do Badly“White Box” Approach: Understanding the Underlying Algorithmic and Model StructuresData Mining as a ProcessGraphical Approach, Emphasizing Exploratory Data AnalysisHow The Book is StructuredAcknowledgments
Chapter 1: An Introduction to Data Mining
1.1 What is Data Mining?1.2 Wanted: Data Miners1.3 The Need for Human Direction of Data Mining1.4 The Cross-Industry Standard Practice for Data Mining1.5 Fallacies of Data Mining1.6 What Tasks Can Data Mining Accomplish?ReferencesExercisesNote
Chapter 2: Data Preprocessing
2.1 Why do We Need to Preprocess the Data?2.2 Data Cleaning2.3 Handling Missing Data2.4 Identifying Misclassifications2.5 Graphical Methods for Identifying Outliers2.6 Measures of Center and Spread2.7 Data Transformation2.8 Min-Max Normalization2.9 Z-Score Standardization2.10 Decimal Scaling2.11 Transformations to Achieve Normality2.12 Numerical Methods for Identifying Outliers2.13 Flag Variables2.14 Transforming Categorical Variables into Numerical Variables2.15 Binning Numerical Variables2.16 Reclassifying Categorical Variables2.17 Adding an Index Field2.18 Removing Variables that are Not Useful2.19 Variables that Should Probably Not Be Removed2.20 Removal of Duplicate Records2.21 A Word About Id FieldsReferencesExercisesHands-On AnalysisNotes
Chapter 3: Exploratory Data Analysis
3.1 Hypothesis Testing Versus Exploratory Data Analysis3.2 Getting to Know the Data Set3.3 Exploring Categorical Variables3.4 Exploring Numeric Variables3.5 Exploring Multivariate Relationships3.6 Selecting Interesting Subsets of the Data for Further Investigation3.7 Using EDA to Uncover Anomalous Fields3.8 Binning Based on Predictive Value3.9 Deriving New Variables: Flag Variables3.10 Deriving New Variables: Numerical Variables3.11 Using EDA to Investigate Correlated Predictor Variables3.12 SummaryReferenceExercisesHands-On AnalysisNote
Chapter 4: Univariate Statistical Analysis
4.1 Data Mining Tasks in Discovering Knowledge in Data4.2 Statistical Approaches to Estimation and Prediction4.3 Statistical Inference4.4 How Confident are We in Our Estimates?4.5 Confidence Interval Estimation of the Mean4.6 How to Reduce the Margin of Error4.7 Confidence Interval Estimation of the Proportion4.8 Hypothesis Testing for the Mean4.9 Assessing the Strength of Evidence Against the Null Hypothesis4.10 Using Confidence Intervals to Perform Hypothesis Tests4.11 Hypothesis Testing for the ProportionReferenceExercises
Chapter 5: Multivariate Statistics
5.1 Two-Sample t-Test for Difference in Means5.2 Two-Sample Z-Test for Difference in Proportions5.3 Test for Homogeneity of Proportions5.4 Chi-Square Test for Goodness of Fit of Multinomial Data5.5 Analysis of Variance5.6 Regression Analysis5.7 Hypothesis Testing in Regression5.8 Measuring the Quality of a Regression Model5.9 Dangers of Extrapolation5.10 Confidence Intervals for the Mean Value of y Given x5.11 Prediction Intervals for a Randomly Chosen Value of y Given x5.12 Multiple Regression5.13 Verifying Model AssumptionsReferenceExercisesHands-On AnalysisNote
Chapter 6: Preparing to Model the Data
6.1 Supervised Versus Unsupervised Methods6.2 Statistical Methodology and Data Mining Methodology6.3 Cross-Validation6.4 Overfitting6.5 BIAS–Variance Trade-Off6.6 Balancing the Training Data Set6.7 Establishing Baseline PerformanceReferenceExercises
Chapter 7: k-Nearest Neighbor Algorithm
7.1 Classification Task7.2 k-Nearest Neighbor Algorithm7.3 Distance Function7.4 Combination Function7.5 Quantifying Attribute Relevance: Stretching the Axes7.6 Database Considerations7.7 k-Nearest Neighbor Algorithm for Estimation and Prediction7.8 Choosing k7.9 Application of k-Nearest Neighbor Algorithm Using IBM/SPSS ModelerExercisesHands-On Analysis
Chapter 8: Decision Trees
8.1 What is a Decision Tree?8.2 Requirements for Using Decision Trees8.3 Classification and Regression Trees8.4 C4.5 Algorithm8.5 Decision Rules8.6 Comparison of the C5.0 and Cart Algorithms Applied to Real DataReferencesExercisesHands-On Analysis
Chapter 9: Neural Networks
9.1 Input and Output Encoding9.2 Neural Networks for Estimation and Prediction9.3 Simple Example of a Neural Network9.4 Sigmoid Activation Function9.5 Back-Propagation9.6 Termination Criteria9.7 Learning Rate9.8 Momentum Term9.9 Sensitivity Analysis9.10 Application of Neural Network ModelingReferencesExercisesHands-On Analysis

Chapter 10: Hierarchical and k-Means Clustering
10.1 The Clustering Task10.2 Hierarchical Clustering Methods10.3 Single-Linkage Clustering10.4 Complete-Linkage Clustering10.5 k-Means Clustering10.6 Example of k-Means Clustering at Work10.7 Behavior of MSB, MSE, and PSEUDO-F as the k-Means Algorithm Proceeds10.8 Application of k-Means Clustering Using SAS Enterprise Miner10.9 Using Cluster Membership to Predict ChurnReferencesExercisesHands-On AnalysisNote
Chapter 11: Kohonen Networks
11.1 Self-Organizing Maps11.2 Kohonen Networks11.3 Example of a Kohonen Network Study11.4 Cluster Validity11.5 Application of Clustering Using Kohonen Networks11.6 Interpreting the Clusters11.7 Using Cluster Membership as Input to Downstream Data Mining ModelsReferencesExercisesHands-On Analysis
Chapter 12: Association Rules
12.1 Affinity Analysis and Market Basket Analysis12.2 Support, Confidence, Frequent Itemsets, and the a Priori Property12.3 How Does the a Priori Algorithm Work?12.4 Extension from Flag Data to General Categorical Data12.5 Information-Theoretic Approach: Generalized Rule Induction Method12.6 Association Rules are Easy to do Badly12.7 How can we Measure the Usefulness of Association Rules?12.8 Do Association Rules Represent Supervised or Unsupervised Learning?12.9 Local Patterns Versus Global ModelsReferencesExercisesHands-On Analysis
Chapter 13: Imputation of Missing Data
13.1 Need for Imputation of Missing Data13.2 Imputation of Missing Data: Continuous Variables13.3 Standard Error of the Imputation13.4 Imputation of Missing Data: Categorical Variables13.5 Handling Patterns in MissingnessReferenceExercisesHands-On AnalysisNotes
Chapter 14: Model Evaluation Techniques
14.1 Model Evaluation Techniques for the Description Task14.2 Model Evaluation Techniques for the Estimation and Prediction Tasks14.3 Model Evaluation Techniques for the Classification Task14.4 Error Rate, False Positives, and False Negatives14.5 Sensitivity and Specificity14.6 Misclassification Cost Adjustment to Reflect Real-World Concerns14.7 Decision Cost/Benefit Analysis14.8 Lift Charts and Gains Charts14.9 Interweaving Model Evaluation with Model Building14.10 Confluence of Results: Applying a Suite of ModelsReferenceExercisesHands-On AnalysisNotes
Appendix: Data Summarization and Visualization
Part 1 Summarization 1: Building Blocks of Data AnalysisPart 2 Visualization: Graphs and Tables for Summarizing and Organizing DataPart 3 Summarization 2: Measures of Center, Variability, and PositionPart 4 Summarization and Visualization of Bivariate Relationships
Index
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Content preview from Discovering Knowledge in Data: An Introduction to Data Mining, 2nd Edition

Chapter 12ASSOCIATION RULES

12.1 Affinity Analysis and Market Basket Analysis

Affinity analysis is the study of attributes or characteristics that “go together.” Methods for affinity analysis, also known as market basket analysis, seek to uncover associations among these attributes; that is, it seeks to uncover rules for quantifying the relationship between two or more attributes. Association rules take the form “If antecedent, then consequent,” along with a measure of the support and confidence associated with the rule. For example, a particular supermarket may find that of the 1000 customers shopping on a Thursday night, 200 bought diapers, and of the 200 who bought diapers, 50 bought beer. Thus, the association rule would be: “If buy diapers, then buy beer,” with a support of 50/1000 = 5% and a confidence of 50/200 = 25%.

Examples of association tasks in business and research include the following:

Investigating the ...

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Discovering Knowledge in Data: An Introduction to Data Mining, 2nd Edition

by Daniel T. Larose

Chapter 12ASSOCIATION RULES

12.1 Affinity Analysis and Market Basket Analysis

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