Discovering Significant Association Rules - PowerPoint PPT Presentation

Loading...

PPT – Discovering Significant Association Rules PowerPoint presentation | free to download - id: 22474d-ZDc1Z



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Discovering Significant Association Rules

Description:

... mining is hot new area of programming. ... Normalized results for comparison across unequal ... to justify that X causes Y and Y causes X at the same time. ... – PowerPoint PPT presentation

Number of Views:57
Avg rating:3.0/5.0
Slides: 42
Provided by: csK8
Learn more at: http://www.cs.kent.edu
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Discovering Significant Association Rules


1
Discovering Significant Association Rules
  • Dean L. Zeller
  • Kent State University
  • CS73015 Data Mining
  • Dr. Ruomin Jin

If you beat this cop long enough, hell tell
you he started the Chicago Fire. Now that
dont necessarily make it so! -- Nice Guy
Eddie Reservoir Dogs (1995)
2
(No Transcript)
3
(No Transcript)
4
Introduction
  • Association Rules
  • Causation vs. Association
  • Uses of Association Rules
  • True and False Discoveries
  • Measures of Interestingness

We, the members of the data mining community,
are doing a serious disservice to ourselves, as
well as to the communities we seek to serve, if
we present sets of discoveries to our clients
of which the majority are spurious. -- Geoffrey
Webb
5
Association Rules
  • Association rule mining is hot new area of
    programming.
  • Statistical measures must be taken to quickly and
    efficiently evaluate the interestingness of a
    rule (i.e. represent non-trivial correlations).
  • Avoid false discoveries

6
Causation vs. Association
  • X ? Y usually implies a causal relationship.
  • X forces a change in Y.
  • Causation is complex and difficult to prove
  • In rule mining, X ? Y is an association
    relationship.
  • X is associated with Y.
  • Much easier to calculate and prove
  • Of less interest for medical research than for
    market research.
  • Association rules indicate only the existence of
    a statistical relationship between X and Y. They
    do not specify the nature of the relationship.
  • Webb (2006) does not address causal
    relationships. Silverstein and Brin (1998)
    discuss causal structures.

7
Causal Relationships
  • A causal relationship between X and Y requires
    three conditions
  • Correlation X is associated with Y
  • Temporal priority X precedes Y
  • Non-spuriousness the correlation between X and
    Y is not a result of the causal operation of an
    outside influence, called a confounding variable.
  • For further information on causal relationships,
    see appendix B.

8
Association Relationships
  • Association
  • item Y is very likely to be present in baskets
    containing items X1, Xm.
  • Main points of interest
  • Are X and Y associated?
  • What is the underlying reason for the
    association?
  • Example
  • Does the beer drinker want to eat pretzels?
  • Does pretzels make one thirsty for beer?
  • Is there an external force causing customers to
    purchase beer and pretzels at the same time?
    (e.g. football game)

9
True vs. False Discoveries
  • On some real-world problems there is potential
    for all discoveries to be false unless
    appropriate safeguards are employed.
  • Create definitions, requirements, and formulas
    for true and false discoveries based on the
    data.
  • Specify in terms of arbitrary statistical
    hypothesis tests.
  • Provide strict control over the risk of false
    discoveries.

10
Problem Statement
  • There are different accepted operational
    definitions of an association rule.
  • A collection of items that co-occur frequently in
    data.
  • Items I item1, item2, itemm
  • Data D ltt1,t2,tngt, ti ? I transactions
  • For purposes of the Webb paper and this
    presentation, a rule x ? y is defined as
  • x ? I x is a subset of I
  • y ? I y is an element of I
  • The hypothesis is that x is associated with y

11
Uses of Association Rules
  • Market Research
  • Purchasing products in x is associated with a
    purchase in product y
  • cake mix, milk ? eggs
  • beer ? pretzels
  • diapers ? sleeping pills
  • Medical Research
  • Experiencing conditions x is associated with
    condition y
  • virus ? sinus infection ? stuffy nose
  • allergy ? irritated nasal passages ? stuffy
    nose
  • fever, sweat ? lack of sleep ? lower
    resistance
  • injury, lack of treatment, chronic pain ?
    swelling
  • swelling ? pain ? swelling ? pain ?
  • Discovering significant associations among
    conditions and symptoms can help to determine the
    causal relationship.
  • Linguistics Research
  • See assignment

12
Method Diagram
Exploratory Rule Discovery
Exploratory Data
Data
CandidateRules
Holdout Data
Statistical Evaluation
SignificantRules
13
Measures of Interestingness
Exploratory Rule Discovery
support
minimum support constraint
confidence
minimum confidence constraint
minimum improvement constraint
lift
leverage
14
Insignificant Rules
  • Assume pregnant ? oedema is significant.
  • Then pregnant, female ? oedema will also be
    significant, but does not give any useful
    information beyond what pregnant ? oedema gave.
  • All cases of pregnancy will be female
  • sup(pregnant ? female) sup(pregnant)
  • conf(pregnant ? female) 100
  • Insignificant rules are not useful and can be
    eliminated without loss of generality.
  • Insignificant rules can number in the thousands,
    so eliminating them is important.

15
Redundant Rules
  • Assume dataminer is in no way related to oedema.
  • pregnant, dataminer ? oedema
  • Could represent a strong correlation, the only
    difference being a reduction in support and
    random differences in confidence resulting from
    sampling error.
  • Redundant rules are unproductive are of no
    interest.

16
Support
  • Number of transactions containing items in x and
    y
  • Range 0 (no transactions) to n (all
    transactions)
  • Introduced by Agrawal, Imielinski, and Swami
    (1993)

17
Support (normalized)
  • Percentage of transactions containing items in x
    and y
  • Range 0 (no transactions) to 1 (all
    transactions)
  • Normalized results for comparison across unequal
    size datasets.
  • supn(x,D1) can be compared to supn(x,D2)

18
Downward Closure Property
  • All subsets of a frequent set are also frequent
  • If A ? B, then sup(A) ? sup(B) because A has
    fewer members than B.
  • Thus, if B is frequent, then A is frequent.
  • All supersets of an infrequent set are also
    infrequent
  • If A ? B, then sup(A) ? sup(B) because A has
    more members than B.
  • Thus, if B is infrequent, then A is infrequent.
  • Find frequent itemsets by exploiting its downward
    closure property to prune the search space.

19
Minimum Support Constraint
  • Remove any rules that do not meet a minimum
    support (minSup).
  • Find all rules such that sup(X ? Y) minSup
  • Quickly removes obviously negative rules without
    need for complex statistical calculations.
  • male ? pregnant
  • Support is a good first step to reduce dataset to
    something more manageable. Depending on dataset,
    a huge percentage of rules are eliminated.
  • However, it allows many false discoveries through.

20
Coverage
  • Measure of how often a given rule is applicable
    within the transaction database.
  • y is ignored
  • Also has normalized version (range 0..1)

21
Confidence
  • Also called strength
  • The ratio of transactions containing x and y to
    those containing just x.
  • Percent of transactions with x that also contain
    y.
  • Range 0 (no transactions) to 1 (all
    transactions) normalized by definition
  • Divide by 0 not a problem provided the minimum
    support constraint is used prior to confidence
    calculation.
  • Removes a great deal more false discoveries, but
    does not remove them all.
  • Introduced by Agrawal, Imielinski, and Swami
    (1993)

22
Minimum Confidence Constraint
  • Used as a second step after establishing minimum
    support.
  • Produce rules from the frequent itemsets that
    exceed a minimum confidence threshold.
  • Sensitive to the frequency of the consequent (Y).
    Consequents with higher support will
    automatically produce higher confidence values
    even if there exists no association between the
    items.

23
Minimum Improvement Constraint
  • A measure of unique improvement in confidence
    over previously calculated confidence measures.
  • If conf(x?y) is not sufficiently greater than the
    maximum confidence of the subsets of x, then the
    rule does not qualify as interesting.
  • Careful if the minimum improvement constraint
    is set high enough to exclude the majority of
    uninteresting cases, it is also likely to exclude
    many productive rules.

24
Lift
  • Also called improvement
  • Ratio of the probability that x and y occur
    together to the multiple of the two individual
    probabilities for x and y.
  • Measure of what is gained by using the rule to a
    base rate in which the rules is not used.
  • Divide by 0 not a problem provided the minimum
    support constraint is used prior to lift
    calculation.
  • Range 1 (independent) to ? (relationship)
  • Introduced by Brin, Motwani, Ullman, and Tsur
    (1993)

25
Leverage
  • Measures the proportion of additional
    transactions covered by both x and y above those
    expected if x and y were independent of each
    other.
  • A rule with higher frequency and lower lift may
    be more interesting than an alternate rule with
    lower frequency and higher lift.
  • Range negative independent, positive
    relationship
  • Introduced by Spiatetsky-Shapiro (1991)

26
Using the interestingness measures
  • In most cases, it is sufficient to focus on a
    combination of support, confidence, and lift or
    leverage to quantitatively measure the overall
    quality or interestingness of the data.
  • The real value of a rule depends heavily on the
    particular domain and research objectives.
  • Usefullness and actionability are subjective
    means to determine the value of a rule. Both are
    purely subjective measures and are not
    mathematically defined.

27
References
  • Agrawal R., Imielinski, T., and Swami, A.
    Mining associations between sets of items in
    large databases. Proceedings of the ACM SIGMOD
    International Conference on Management of Data
    (ACM SIGMOD 93), pages 207-216, Washington DC,
    May 1993.
  • Brin, S., Motwani, R., Ullman, J. D., and Tsur,
    S. Dynamic itemset counting and implication
    rules for market basket data Proceedings of the
    ACM SIGMOD International Conference on Management
    of Data (ACM SIGMOD 97), pages 207-216,
    Washington DC, May 1993.
  • Silverstein, C., Brin, S., Motwani, R., Ullman,
    J. Scalable Techniques for Mining Causal
    Structures. Proceedings of the 24th VLDB
    Conference, pages 594-605, New York City, 1998.
  • Spiatetsky-Shapiro, G., Discovery, analysis,
    and presentation of strong rules. Knowledge
    Discovery in Databases, pages 229-248, 1991.
  • Webb, G. I. Discovering Significant Rules.KDD
    06, pages 434-443, Philadelphia, Pennsylvania,
    August 2006.
  • Zeller, R. A. Personal correspondence, October
    2006.

28
Appendix A Hypothesis Testing
  • Stronger filter
  • Can focus on independence between x and y, or to
    test for unproductive rules.
  • Compares x?y only against the global frequency of
    y and against each of its immediate
    generalizations x\z?y where z ? x.

29
Hypothesis Testing
  • For each rule, calculate a, b, c, and d, as
    follows
  • a i x ? ti and y ? ti sup(x?y)number of
    transactions that contain x and y
  • b i x ? ti and y ? ti number of
    transactions that contain x but not y
  • c i x\z ? ti and y ? ti and z ? ti
  • number of transactions that contain y and all
    the x values other than z but not z
  • d i x\z ? ti and y ? ti and z ? ti
    number of transactions that contain all the x
    values other than z but neither y nor z.

30
Hypothesis Testing
  • Calculate p-value according to the following
    formula
  • Avoids the problem of setting an appropriate
    minimum improvement constraint.
  • Rejects all rules for which there is insufficient
    evidence that improvement is greater than zero.

31
Appendix B Causation Requirements
  • Correlation
  • Temporal priority
  • Non-spuriousness

32
Correlation
  • Standard statistical measure to determine
    association
  • Range
  • -1 (strong negative)
  • to 0 (no correlation)
  • to 1 (strong positive)
  • Correlation does not imply causation.

33
Correlation Examples (positive)
p .000
34
Correlation Examples (negative)
p .000
35
Temporal priority
  • X must precede Y.
  • Easy to measure in some cases.
  • The fever occurred before the chicken pox
    formed.
  • Difficult to measure in others.
  • She bought the milk before the eggs.
  • Impossible in some cases (e.g. anything ? male)
  • Simultaneous Reverse Causation
  • Statistical magic to justify that X causes Y
    and Y causes X at the same time.
  • Important note the time of measurement is not
    necessarily the same as time of occurrence.

36
Non-spurious vs. Spurious
  • Non-spurious the correlation between X and Y is
    not the result of the causal inference of an
    external variable.
  • Spurious the correlation between X and Y is the
    result of the causal inference of an external
    variable.

37
Spurious Family Circus
38
Spurious Simpsons
  • An entertaining demonstration of this fallacy
    once appeared in an episode of The Simpsons
    (Season 7, "Much Apu About Nothing"). The city
    had just spent millions of dollars creating a
    highly sophisticated "Bear Patrol" in response to
    the sighting of a single bear the week before.
  • Homer Not a bear in sight. The "Bear Patrol" is
    working like a charm!
  • Lisa That's specious reasoning, Dad.
  • Homer uncomprehendingly Thanks, honey.
  • Lisa By your logic, I could claim that this
    rock keeps tigers away.
  • Homer Hmm. How does it work?
  • Lisa It doesn't work. (pause) It's just a
    stupid rock!
  • Homer Uh-huh.
  • Lisa But I don't see any tigers around, do you?
  • Homer (pause) Lisa, I want to buy your rock.

39
Spurious Dilbert
40
Spurious Relationships
  • These are all known strong correlations. What is
    the actual cause of each?
  • ice-cream sales and drowning occurrences
  • number of firemen at a fire and dollar value of
    damage caused
  • college students having more sex get better
    grades
  • volume of beer purchased at Mardi Gras and volume
    of water in the Mississippi River
  • voters cause more auto-accidents than non-voters
  • depression causes loneliness vs. loneliness
    causes depression

41
Spurious Relationships
  • Sleeping with one's shoes on is strongly
    correlated with waking up with a headache.
    Therefore, sleeping with one's shoes on causes
    headache.
  • The above example commits the correlation
    implies causation fallacy, as it prematurely
    concludes that sleeping with one's shoes on
    causes headache. A more plausible explanation is
    that both are caused by a third factor, in this
    case alcohol intoxication, which thereby gives
    rise to a correlation.
  • Young children who sleep with the light on are
    much more likely to develop myopia in later life.
  • This result of a study at University of
    Pennsylvania Medical Center was published in the
    May 13, 1999, issue of Nature and received much
    coverage at the time in the popular press.
    However a later study at Ohio State University
    did not find any link between infants sleeping
    with the light on and developing myopia but did
    find a strong link between parental myopia and
    the development of child myopia and also noted
    that myopic parents were more likely to leave a
    light on in their children's bedroom.
  • Since the 1950s, both the atmospheric CO2 level
    and crime levels have increased sharply. Hence,
    atmospheric CO2 causes crime.
  • The above example arguably makes the mistake of
    prematurely concluding a causal relationship
    where the relationship between the variables, if
    any, is so complex it may be labeled
    coincidental. The two events have no simple
    relationship to each other beside the fact that
    they are occurring at the same time.
  • Not eating causes anorexia nervosa.
  • Having the disease Anorexia Nervosa may be the
    cause of not eating. It is correct that not
    eating does cause anorexia nervosa, but it can
    also be claimed that having developed anorexia
    nervosa causes one not to eat. Empirical evidence
    would be necessary to make a causative statement.
  • Scientific research finds that people who use
    cannabis (A) have a higher prevalence of
    psychiatric disorders compared to those who do
    not (B).
  • This particular correlation is sometimes used to
    support the theory that the use of cannabis
    causes a psychiatric disorder (A is the cause of
    B). Although this may be possible, we cannot
    automatically discern a cause and effect
    relationship from research that has only
    determined people who use cannabis are more
    likely to develop a psychiatric disorder. From
    the same research, it can also be the case that
    (1.) having the predisposition for a psychiatric
    disorder causes these individuals to use cannabis
    (B causes A), OR (2.)it may be the case that in
    the above study some unknown third factor (e.g.,
    poverty) is the actual cause for there being
    found a higher number of people (compared to the
    general public) who both use cannabis and who
    have been diagnosed as having a psychiatric
    disorder. Alternatively, it may be that the
    effects of cannabis are found more pleasurable by
    persons with certain psychiatric disorders. To
    assume that A causes B is tempting, but further
    scientific investigation of the type that can
    isolate extraneous variables is needed when
    research has only determined a statistical
    correlation.
  • Source Wikipedia
About PowerShow.com