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Introduction to SQL Introduction to SQL ServerServerData MiningData Mining
Introduction to SQL Introduction to SQL ServerServerData MiningData MiningNick WardSQL Server & BI Product SpecialistMicrosoft Australia
Nick WardSQL Server & BI Product SpecialistMicrosoft Australia
AgendaAgenda
What is Data Mining? Why use Data Mining? Data Mining Tasks Data Mining Process SQL Server 2005 Data Mining
Demonstration SQL Server 2005 Data Mining
Discussion
What is Data Mining?What is Data Mining?
??
What is What is notnot Data Mining? Data Mining?
• Ad-Hoc Query• Event Notifications• Multidimensional Analysis/Slice Dice• Statistics• OLAP• Canned or
ad-hoc reports
What is Data Mining?What is Data Mining?
“Data mining is the semi-automatic extraction of patterns, changes, associations, anomalies, and other statistically significant structures from large data sets.” R. Grossman
Also known as Machine Learning Predictive Analytics
Why Data Mining?Why Data Mining?
Disk
Processor
Time
Types of AnalysisTypes of Analysis
Query-Reporting-Analysis “What happened?”
Simple Reports Key Performance Indicators OLAP Cubes – Slice/Dice
Real-Time - “What is happening?” Events/Triggers
Data Mining “What will happen?” “How/why did this happen?”
Data Mining TasksData Mining Tasks
Explores Explores Your DataYour Data
Finds Finds PatternsPatterns
Performs Performs PredictioPredictio
nsns
Data Mining TasksData Mining Tasks
Mining Model
DMEngine
Data To Predict
DMEngine
Predicted Data
Training Data
Mining Model
Mining Model
Customer ExamplesCustomer Examples
ComputerFleet (Australia): Predict when hired equipment will be returned
Sanford Securities (Australia): Data mining automation
Clait Health Services: Identify patients likely to suffer deteriorating health for pro-active treatment
AIM Healthcare: Identify billing errors, duplicate payments etc. to minimize costs
Data Mining TasksData Mining Tasks
Classification Estimation Segmentation Association Forecasting Text Analysis
Data Mining TasksData Mining Tasks
Classification Estimation Segmentation Association Forecasting Text Analysis
• What type of membership card should I offer?
• Which customers will respond to my mailing?
• Is this transaction fraudulent?• Will I lose this customer?• Will this product be defective?• Why is my system failing?• Which patients health will degrade?
Data Mining TasksData Mining Tasks
Classification Estimation Segmentation Association Forecasting Text Analysis
• How much revenue will I get from this customer?
• How long will this asset be in service?• What is the mean time to failure?• What is the particle density of this fluid?
Data Mining TasksData Mining Tasks
Classification Estimation Segmentation Association Forecasting Text Analysis
• Describe my customers• How can I differentiate my customers?• How can I organize my data in a manner
that makes sense?• Is this record an outlier?
Data Mining TasksData Mining Tasks
Classification Estimation Segmentation Association Forecasting Text Analysis
• What items are bought together?• Which services are used together?• What products should I recommend to
my customers?
Data Mining TasksData Mining Tasks
Classification Estimation Segmentation Association Forecasting Text Analysis
– What are projected revenues for all products?
– What are inventory levels next month?
Data Mining TasksData Mining Tasks
Classification Estimation Segmentation Association Forecasting Text Analysis
• Analysis of unstructured data– Finds key terms and phrases in text– Conversion to structured data– Feed into other algorithms
• Classification• Segmentation• Association
• How do I handle call center data?• How can I classify mail?• What can I do with web feedback?
“Putting Data Mining to Work”
“Doing Data Mining”Business Business
UnderstandiUnderstandingng
Data Data UnderstandiUnderstandi
ngng
Data Data PreparationPreparation
ModelingModeling
EvaluationEvaluation
DeploymentDeployment
DataData
Data Mining ProcessData Mining ProcessCRISP-DMCRISP-DM
www.crisp-dm.org
Value of Data MiningValue of Data Mining
SQL Server 2005SQL Server 2005
OLAP
Reports (Adhoc)
Reports (Static)
Data Mining
Business Knowledge
Easy Difficult
Usability
Rel
ativ
e B
us
ine
ss V
alu
e
“Putting Data Mining to Work”
“Doing Data Mining”Business Business
UnderstandiUnderstandingng
Data Data UnderstandiUnderstandi
ngng
Data Data PreparationPreparation
ModelingModeling
EvaluationEvaluation
DeploymentDeployment
DataData
Data Mining ProcessData Mining ProcessCRISP-DMCRISP-DM
www.crisp-dm.org
Data Mining User InterfaceData Mining User Interface SQL Server BI Development Studio
Creation and exploration environment Data Mining projects inside Visual Studio solutions with
related projects Source Control Integration
SQL Server Management Studio Single place for management of all SQL Server
technologies Manage, Browse, and Query Data Mining Models
Data MiningData MiningData MiningData Mining
Data Mining AlgorithmsData Mining Algorithms
Classification Estimation Segmentation Association Forecasting Text Analysis
Data Mining AlgorithmsData Mining Algorithms
Classification Estimation Segmentation Association Forecasting Text Analysis
• Decision Trees• Neural Nets• Naïve Bayes• Logistic Regression
Data Mining AlgorithmsData Mining Algorithms
Classification Estimation Segmentation Association Forecasting Text Analysis
• Decision Trees• Neural Nets• Logistic Regression• Linear Regression
Data Mining AlgorithmsData Mining Algorithms
Classification Estimation Segmentation Association Forecasting Text Analysis
• Clustering• Sequence Clustering
Data Mining AlgorithmsData Mining Algorithms
Classification Estimation Segmentation Association Forecasting Text Analysis
• Association Rules• Decision Trees
Data Mining AlgorithmsData Mining Algorithms
Classification Estimation Segmentation Association Forecasting Text Analysis
• Time Series
Data Mining AlgorithmsData Mining Algorithms
Classification Estimation Segmentation Association Forecasting Text Analysis
• Integration Services– Term Extraction Transform– Term Lookup Transform
Data Mining Data Mining ProgrammabilityProgrammability DMX Query Interface
OLEDB, ADO, ADO.Net, ADOMD.Net, XMLADim cmd as ADOMD.CommandDim reader as ADOMD.DataReaderCmd.Connection = connSet reader = Cmd.ExecuteReader(“Select Predict(Gender)…”)
Data Mining Object Model Analysis Management Objects (AMO) ADOMD.Net, Server ADOMD.Net Direct access to Mining content CLR User Defined Procedures execute on the server
Expandability Plug-In Algorithms Plug-In Viewers
Session SummarySession Summary
Data Mining is the automatic extraction of information from data for descriptive or predictive purposes
Data Mining addresses a wide variety of problems
SQL Server 2005 contains a full-featured set of data mining tools and API’s for the creation and deployment of data mining solutions.
Next StepsNext Steps
1) SQL Server website:http://www.microsoft.com/sql
2) Virtual labs3) Data Mining Tutorial4) Find more info at: http://www.sqldatamining.com5) Ask Questions:
news:microsoft.public.sqlserver.datamining