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University of Maryland Baltimore County


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University of Maryland Baltimore County

  1. 1. Information Systems Department University of Maryland Baltimore County Baltimore Maryland 21250 IS 428 0101 Data Mining Techniques and Applications Fall 2008 Instructor: Dr. Vandana Janeja ITE 468 e-mail : please put IS_428 in subject line Course Delivery Site Instructor website: Office Hours: MW 11-12 or set up a time by email (Preferred) Meeting Times: Section 0101 M/W 1:00pm- 2:15pm Textbook: Berry, Michael J. A. & Gordon Linoff (2004). Data Mining Techniques for Marketing, Sales and Customer Relationship Management, John Wiley & Sons, Inc. ISBN: 0-471-47064-3 For additional information about the textbook, please visit the website: Course Description: With the proliferation of data repositories in enterprises and organizations and the acceleration of computing power, there is an increasing demand for making sense of the archived data. Data mining has emerged as one of the most powerful techniques to achieve the above goal. This course aims to provide students with a broad background on data mining concepts and techniques, exposure to data mining tools, application of data mining techniques to improve marketing, sales, and customer relationship management. It covers data mining methodology and algorithms, including association rule learning, decision trees, artificial neural networks, clustering, and link analysis. Given the close connection of data mining to realworld application and its potential in improving the performance of business operations, data mining techniques will be discussed in various business and organizational contexts. This course can contribute to the Decision Making Support certificate for IS BS. Objectives: Through this course and upon its completion, students are expected to demonstrate the following competencies: 1. Explaining how data mining is changing the way businesses understand their consumers and make decisions. 2. Understanding the roles of data mining in discovering knowledge about consumers to enhance business decision-making. 3. Understanding data mining algorithms underlying business intelligence. 4. Preparing data for analysis and interpreting the results of data mining. 5. Applying data mining techniques to improve customer relationship in modern businesses and organizations. Instructional Methods: Discussion, Lectures and Demonstrations, blackboard surveys Attendance and Participation: Regular and punctual attendance is expected of all students. In the case of absence due to emergency (illness, death in the family, accident), 1
  2. 2. religious holiday, or participation in official College functions, it is the student's responsibility to confer with the instructor about the absence and missed course work. Class Preparation: All of the reading and homework assignments should be completed before the class in which the material is to be discussed. Course Requirements: Regular Punctual Attendance Class Assignments & Homework Tests Programming Projects Grading: IS instructors are expected to have exams and evaluations consisting of a mix of class work, test, homework and projects, which result in a reasonable distribution of grades. Please be aware that the students will be tested on both theory and practical aspects of Data Mining for this course. The break up for this class is as follows: Class Participation: 10 points Assignment 1 : 10 Points Assignment 2 : 10 Points Midterm (In class – closed book): 20 points Class Project and Presentation(Individual): 30 Final Exam: 20 points With respect to final letter grades, the University's Undergraduate Catalogue states that, "A, indicates superior achievement; B, good performance; C, adequate performance; D, minimal performance; F, failure" There is specifically no mention of any numerical scores associated with these letter grades. Final letter grades in this course conform to the University's officially published definitions of the respective letter grades. In accordance with the published University grading policy, it is important to understand that final letter grades reflect academic achievement and not effort. While mistakes in the arithmetic computation of grades and grade recording errors will always be corrected, it is important to understand that in all other situations final letter grades are not negotiable and challenges to final letter grades are not entertained. For this course it is anticipated that “A” grades may be in the 90-99 range, “B” grades may be from 80-89 and “C” grades range from 70-79. Each student starts at zero points which is an “F”, any other grade must be earned. There will be no extra credit assignments available. Due Dates: All assignments / Projects are to be handed in by the due date. If an assignment is not in on time it may possibly be accepted the following class with an accompanying reduction of 50% of the earned grade. Due to some scheduling issues some late assignments may not be accepted at all with a result in a total loss of points. If a class is cancelled due to inclement weather the assignment may be submitted online on blackboard or via email. 2
  3. 3. Make-up Policy: Exams: No make-up exams except through arrangement with the instructor prior to the exam date: and then for reasons deemed valid enough to warrant the making of a new, and potentially harder, test. Course Project: Students are required to complete an individual course project during the semester. The course project is an opportunity for students to investigate the application of data mining techniques to a real-world problem that interests them. There are two types of projects: 1) hands-on development and 2) case study. Each student will choose a topic for class project and write a paper on it. Each student will regularly meet with the professor during Project meetings slot to discuss the initial ideas and gradual development of the entire project. Project Presentation will be for about 30 minutes using power point slides. In this presentation you can discuss the problem area, the methodology, implementation or results for the project and lessons learned. Academic Integrity: By enrolling in this course, each student assumes the responsibilities of an active participant in UMBC's scholarly community in which everyone's academic work and behavior are held to the highest standards of honesty. Cheating, fabricating, plagiarism, and helping others to commit these acts are all forms of academic dishonesty and they are wrong. Academic misconduct could result in disciplinary action that may include, but is not limited to, suspension or dismissal. Full policies on academic integrity should be available in the UMBC Student Handbook, Faculty Handbook, or the UMBC Directory. Cheating in any form will not be tolerated in this class. You may not copy other students’ work or copy programs from the Internet. You will receive an F for any assignment found to be copied for the first time and any subsequent violations will result in immediate failure of the course. Any form of cheating will be reported and will stay on student’s record for the rest of their term at UMBC with possible note on their transcripts. Tentative Course Schedule * (Schedule subject to change) Dates (approximate) Material Covered Chapter Work Due ** Reference Week 1 (Aug 27) Intro to Course and Syllabus 1 Sept 1 Holiday Week 2 (Sept 3) Data Mining Cycle 2, 3 Week 3 (Sept 8&10) Data Mining Methods and 3, 4 Applications Using Familiar tools, Data 5, 17, Preprocessing Additional Class slides Week 4 (Sept 15& 17) Using Familiar tools, Data 5, 17, Assignment 1 Preprocessing Additional Handed (9/15) Class slides Week 5 (Sept 22 & 24) Decision Trees, WEKA 6 Assignment 1 due (9/24) Week 6 (Sept 29 & Associations and Correlations 9 First Project Oct 1) WEKA Meeting with Instructor Week 7 (Oct 6 & 8) Associations and Correlations 9 Project Meetings WEKA 3
  4. 4. Week 8 (Oct 13 & 15) Nearest Neighbor Approaches 8 Assignment 2 handed (One page) Project Proposal Due (10/15) Week 9 (Oct 20 & 22) Catch up and Midterm Midterm (10/22) Week 10 (Oct 27 & Clustering 11 Analysis and design Oct 29) of the project due (10/29) Week 11 (Nov 3 & 5) Clustering 11 Assignment 2 Due (11/5) Week 12 (Nov 10 & Link Analysis 10 Project meetings 12) Week 13 (Nov 17 & Link Analysis and Artificial 10, 7 Project meetings 19) Neural Network Week 14 (Nov 24 & Spatial Data Mining Additional Project meetings 26) Class slides Putting Data Mining to Work 18 Week 15 (Dec 1) Project Presentation Project meetings Week 15 (Dec 3) Project Presentation Final Project due (12/3) Week 15 (Dec 8) Final Exam * All dates/tasks listed in this schedule are subject to change. An announcement in class or on Blackboard will be given prior to each change if applicable. ** All due time, if not specified otherwise, is 1PM on the due dates (will be collected at the beginning of the class) or via Blackboard submission as specified in the requirements of the assignment/projects Online surveys: A survey will be posted on blackboard every Wednesday. The survey will ask for feedback on what was taught in the class and students can anonymously post questions about the material. This survey will be used to review material which students did not understand or want to repeat in class. Inclement Weather: Any paper (hardcopy) assignment or test due on a class date that has been canceled due to inclement weather will be due the next class meeting. If it is an email/online submission the work should be submitted on the day it is due regardless of the class cancellation or inclement weather. Useful Resources 1. 2. Some important overview papers ( Linked from KDNuggets) ) • From Data Mining to Knowledge Discovery in Databases (PDF), Usama Fayyad, Gregory Piatetsky-Shapiro, and Padhraic Smyth, AI Magazine 17(3): Fall 1996, 37-54 • How to Choose a Data Mining Suite, by Robert Nisbet, DM Review, March 2004. • Data Mining Tools: Which One is Best For CRM?, by Robert Nisbet, DM Review, January 2006. • A Survey of Data Mining software Tools, by Michael Goebel and Le Gruenwald, SIGKDD Explorations, June 1999. Volume 1, Issue 1 4
  5. 5. • John F. Elder IV and Dean W. Abbott, A Comparison of Leading Data Mining Tools, tutorial presented at KDD-98, New York, New York, August 28, 1998. • Crossing the Chasm: From Academic Machine Learning to Commercial Data Mining, Ronny Kohavi, invited talk at ICML-98, July 1998 See also software for data mining Data Mining seminal papers: • R. Agrawal, T. Imielinski, A. Swami. "Mining association rules between sets of items in a large database." Proc. ACM SIGMOD Intl. Conference on Management of Data, pp. 207--216, 1993. 13, > 900 citations • Edwin M. Knorr and Raymond T. Ng. Algorithms for mining distance-based outliers in large datasets. In Proceedings of 24rd International Conference on Very Large Data Bases (VLDB 1998), pages 392--403. Morgan Kaufmann, San Francisco, CA, 1998, > 60 citations (For presentation you can focus on one of the algorithms only in the paper) • T. Zhang, R. Ramakrishnan, and M. Livny. BIRCH: An efficient data clustering method for very large databases. In ACM SIGMOD Conference, 1996, > 200 citations • Agrawal, R., Gehrke, J., Gunopulos, D., and Raghavan, P. 1998. Automatic subspace clustering of high dimensional data for data mining applications. In Proceedings of the 1998 ACM SIGMOD international Conference on Management of Data (Seattle, Washington, United States, June 01 - 04, 1998), > 475 citations • Jaideep Srivastava, Robert Cooley, Mukund Deshpande, and Pang-Ning Tan, "Web usage mining: Discovery and applications of usage patterns from web data," SIGKDD Explorations, vol. 1, no. 2, pp. 1--12, Jan 2000, > 85 citations • R. T. Ng and J. Han. Efficient and Effective Clustering Method for Spatial Data Mining. In Proceeding of the 20th VLDB Conference, pages 144--155, 1994,, > 240 citations 5