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:

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