Data Mining ????

1
Data Mining????
Tamkang University
???????? (SAS EM ????)Case Study 2 (Association
Analysis using SAS EM)
1022DM06 MI4 Wed, 6,7 (1310-1500) (B216)
Min-Yuh Day ??? Assistant Professor ?????? Dept.
of Information Management, Tamkang
University ???? ?????? http//mail.
tku.edu.tw/myday/ 2014-03-26
2
???? (Syllabus)

• ?? (Week) ?? (Date) ?? (Subject/Topics)
• 1 103/02/19 ?????? (Introduction to Data
  Mining)
• 2 103/02/26 ???? (Association Analysis)
• 3 103/03/05 ????? (Classification and
  Prediction)
• 4 103/03/12 ???? (Cluster Analysis)
• 5 103/03/19 ???????? (SAS EM ????)
  Case Study 1 (Cluster Analysis
  K-Means using SAS EM)
• 6 103/03/26 ???????? (SAS EM ????)
  Case Study 2 (Association
  Analysis using SAS EM)
• 7 103/04/02 ??????? (Off-campus study)
• 8 103/04/09 ???????? (SAS EM ????????)
  Case Study 3 (Decision Tree,
  Model Evaluation using SAS EM)

3
???? (Syllabus)

• ?? (Week) ?? (Date) ?? (Subject/Topics)
• 9 103/04/16 ???? (Midterm Project
  Presentation)
• 10 103/04/23 ????? (Midterm Exam)
• 11 103/04/30 ???????? (SAS EM ??????????)
  Case Study 4
  (Regression Analysis,
  Artificial Neural Network using SAS EM)
• 12 103/05/07 ????????? (Text and Web
  Mining)
• 13 103/05/14 ?????? (Big Data Analytics)
• 14 103/05/21 ???? (Final Project
  Presentation)
• 15 103/05/28 ????? (Final Exam)

4
???????? (SAS EM ????)Case Study 2 (Association
Analysis using SAS EM) Web Site Usage Associations
5
??????????
6
????

• ABC??????????????,???????,????????????????????????
  ???????,???????????(music streams)?????(podcasts)?
  ????(news streams)?????(live Web
  )????????(archives)??????????????????????????????
  ?????,??????????????
• ????????????150??????????

Source SAS Enterprise Miner Course Notes, 2014,
SAS
7
??????

• ????? webstation.sas7bdat

ARCHIVE ??????
EXTREF ????
LIVESTREAM ??????
MUSICSTREAM ?????
NEWS ????
PODCAST ????
SIMULCAST ????
WEBSITE ??
Source SAS Enterprise Miner Course Notes, 2014,
SAS
8
??????????????

• ????
• ???????????,???????????????????????

????
????????? ?????? ????????
Source SAS Enterprise Miner Course Notes, 2014,
SAS
9
????????????Support Confidence
Source SAS Enterprise Miner Course Notes, 2014,
SAS
10
Support Confidence ????????????????
Checking Account
No
Yes
4,000
No
Saving Account
6,000
Yes
10,000
Lift (SVG ? CK) Confidence/Expected Confidence
0.83/0.85 lt 1
Source SAS Enterprise Miner Course Notes, 2014,
SAS
11
????????????Lift???

• ???????????????
• ??? Saving account ? Checking
  account???????????????Checking account????????
• ???(Lift)???????????????????????
• Lift (SVG ? CK) Confidence/Expected Confidence
  0.83/0.85 lt 1

Source SAS Enterprise Miner Course Notes, 2014,
SAS
12
Support (A?B) Confidence (A?B)Expected
Confidence (A?B)Lift (A?B)
13
Support (A? B) P(A ? B) A?B ??????/?????Count(A
B)/Count(Total) Confidence (A? B) P(BA) Conf
(A ? B) Supp (A ? B)/ Supp (A) A?B
??????/A????? Count(AB)/Count(A) Expected
Confidence (A?B) Support(B) Count(B) Lift (A ?
B) Confidence (A?B) / Expected Confidence
(A?B) Lift (A ? B) Supp (A ? B) / (Supp (A) x
Supp (B)) Lift (Correlation) Lift (A?B)
Confidence (A?B) / Support(B)
14
Lift (A?B)

• Lift (A?B) Confidence (A?B) / Expected
  Confidence (A?B) Confidence (A?B) /
  Support(B) (Supp (AB) / Supp (A)) / Supp(B)
  Supp (AB) / Supp (A) x Supp (B)
• Lift ??? (???)Lift (A?B) 2 ?? A?B ?????????
  2,??????A??????B???,????B ????? (??)?2??

15
?????????????????????

• ?????????
• ????????????????
• ???????????????
• ???????????????????
• ??????????,?????????
• ????????????????????
• ???????????????
• ?????????,????

Source SAS Enterprise Miner Course Notes, 2014,
SAS
16
???????????????
Source SAS Enterprise Miner Course Notes, 2014,
SAS
17
SAS Enterprise Miner (SAS EM) Case Study

• SAS EM ????4??
• Step 1. ???? (New Project)
• Step 2. ????? (New / Library)
• Step 3. ?????? (Create Data Source)
• Step 4. ????? (Create Diagram)
• SAS EM SEMMA ????

18
Download EM_Data.zip (SAS EM Datasets) http//mail
.tku.edu.tw/myday/teaching/1022/DM/Data/EM_Data.zi
p
http//mail.tku.edu.tw/myday/teaching.htm
19
Upzip EM_Data.zip to C\DATA\EM_Data
20
Upzip EM_Data.zip to C\DATA\EM_Data
21
VMware Horizon View Clientsoftcloud.tku.edu.twSA
S Enterprise Miner
22
SAS Enterprise Guide (SAS EG)
23
SAS EG New Project
24
SAS EG Open Data
25
SAS EG Open webstation.sas7bdat
26
webstation.sas7bdat
27
webstation.sas7bdat
28
SAS Enterprise Miner 12.1 (SAS EM)
29
SAS EM ????4??

• Step 1. ???? (New Project)
• Step 2. ????? (New / Library)
• Step 3. ?????? (Create Data Source)
• Step 4. ????? (Create Diagram)

30
Step 1. ???? (New Project)
31
Step 1. ???? (New Project)
32
Step 1. ???? (New Project)
33
SAS Enterprise Miner (EM_Project2)
34
Step 2. ????? (New / Library)
35
Step 2. ????? (New / Library)
36
Step 2. ????? (New / Library)
37
Step 2. ????? (New / Library)
38
Step 2. ????? (New / Library)
39
Step 3. ?????? (Create Data Source)
40
Step 3. ?????? (Create Data Source)
41
Step 3. ?????? (Create Data Source)
42
Step 3. ?????? (Create Data Source)
43
Step 3. ?????? (Create Data Source)
44
Step 3. ?????? (Create Data Source)
DatabaseName.TableName
LibraryName.TableName
EM_LIB.WEBSTATION
45
Step 3. ?????? (Create Data Source)
46
Step 3. ?????? (Create Data Source)
47
Step 3. ?????? (Create Data Source)
48
Step 3. ?????? (Create Data Source)
49
Step 3. ?????? (Create Data Source)
50
Step 3. ?????? (Create Data Source)
51
Step 3. ?????? (Create Data Source)
52
Step 3. ?????? (Create Data Source)
Data Source Attribute Role Transaction
53
Step 3. ?????? (Create Data Source)
54
Step 3. ?????? (Create Data Source)
55
Step 4. ????? (Create Diagram)
56
Step 4. ????? (Create Diagram)
57
Step 4. ????? (Create Diagram)
58
SAS Enterprise Miner (SAS EM) Case Study

• SAS EM ????4??
• Step 1. ???? (New Project)
• Step 2. ????? (New / Library)
• Step 3. ?????? (Create Data Source)
• Step 4. ????? (Create Diagram)
• SAS EM SEMMA ????

59
????????
60
?????? (Sample)
61
EM_Lib.Webstation
62
?????? (Sample)Edit Variable
63
?????? (Sample)Edit Variable - Explore
64
?????? (Sample)Edit Variable - Explore
65
Explore - Association
66
???? (Association Analysis)
67
???? (Association Analysis)
68
???? (Association Analysis)
69
???? (Association Analysis)
70
???? (Association Analysis)
71
???? (Association Analysis)
72
???? (Association Analysis)
73
???? (Association Analysis) Support 1
(Minimum Support 1)
74
???? (Association Analysis)
75
???? (Association Analysis)
76
???? (Association Analysis)??/??/???? (Rules
Table)
77
???? (Association Analysis)Association Rules -
???? (Rules Table)
78
???? (Association Analysis)Association Rules -
???? (Rules Table)
79
???? (Association Analysis)??/??/???? (Link
Graph)
80
???? (Association Analysis)???? (Link Graph)
81
???? (Association Analysis) Maximum Number of
Items 3000000
82
???? (Association Analysis)
83
???? (Association Analysis)Association Rules -
???? (Rules Table)
84
???? (Association Analysis)???? (Link Graph)
85
Reference

• Jim Georges, Jeff Thompson and Chip Wells,
  Applied Analytics Using SAS Enterprise Miner,
  SAS, 2010
• SAS Enterprise Miner Course Notes, 2014, SAS
• SAS Enterprise Miner Training Course, 2014, SAS
• SAS Enterprise Guide Training Course, 2014, SAS