Actionable knowledge discovery : methodologies and frameworks

University of Technology, Sydney. Faculty of Engineering and Information Technology.Most data mining algorithms and tools stop at the mining and delivery of patterns satisfying expected technical interestingness. There are often many patterns mined but business people either are not interested in them or do not know what follow-up actions to take to support their business decisions. This issue has seriously affected the widespread employment of advanced data mining techniques in greatly promoting enterprise operational quality and productivity. In this thesis, a formal and systematic view of actionable knowledge discovery (AKD for short) has been proposed from the system and microeconomy perspectives. AKD is a closed-loop optimization problem-solving process from problem definition, framework/model design to actionable pattern discovery, and to deliver operationalizable business rules that can be seamlessly associated or integrated with business processes and systems. To support AKD, corresponding methodologies, frameworks and tools have been proposed with case studies in the real world to address critical challenges facing the traditional KDD and. to cater for crucially important factors surrounding real-life AKD. First, a comprehensive survey and retrospection on the existing data mining methodologies, issues and challenges in actionable knowledge discovery are reviewed. Second, a practical data mining methodology: domain driven data mining is addressed. Third, several frameworks have been proposed to support domain drivenactionable knowledge discovery. Fourth, case studies of domain-driven actionable pattern mining in stock markets and social security data are presented to demonstrate the usefulness and potential of the proposed domain driven actionable knowledge discovery. In summary, this thesis explores in detail how domain driven actionable knowledge discovery can be effectively and efficiently applied to the discovery and delivery of knowledge satisfying both technical and business concerns as well as to support smart decision-making in the real world. The issues and techniques addressed in this thesis have potential to promote the research on critical KDD challenges, and contribute to the paradigm shift from data-centered and technical significance-oriented hidden pattern mining to domain-driven and balanced actionable knowledge discovery. The proposed methodologies and frameworks are flexible, general and effective to be expanded and applied to mining real-life complex data for actionable knowledge

Predictive User Modeling with Actionable Attributes

Different machine learning techniques have been proposed and used for modeling individual and group user needs, interests and preferences. In the traditional predictive modeling instances are described by observable variables, called attributes. The goal is to learn a model for predicting the target variable for unseen instances. For example, for marketing purposes a company consider profiling a new user based on her observed web browsing behavior, referral keywords or other relevant information. In many real world applications the values of some attributes are not only observable, but can be actively decided by a decision maker. Furthermore, in some of such applications the decision maker is interested not only to generate accurate predictions, but to maximize the probability of the desired outcome. For example, a direct marketing manager can choose which type of a special offer to send to a client (actionable attribute), hoping that the right choice will result in a positive response with a higher probability. We study how to learn to choose the value of an actionable attribute in order to maximize the probability of a desired outcome in predictive modeling. We emphasize that not all instances are equally sensitive to changes in actions. Accurate choice of an action is critical for those instances, which are on the borderline (e.g. users who do not have a strong opinion one way or the other). We formulate three supervised learning approaches for learning to select the value of an actionable attribute at an instance level. We also introduce a focused training procedure which puts more emphasis on the situations where varying the action is the most likely to take the effect. The proof of concept experimental validation on two real-world case studies in web analytics and e-learning domains highlights the potential of the proposed approaches

A Communication Model that Bridges Knowledge Delivery between Data Miners and Domain Users

Findings generated from data mining sometimes are not interesting to the domain users. The problem is that data miners and the domain users do not speak the same language, so human subjectivity towards the domain users’ own fields of knowledge affects the understanding of knowledge generated from data mining. This paper proposes a communication model based on the reference services model in the field of library science in order to bridge the communications between data miners and domain users. The creation of a data liaison specialist role in the data mining team aims at understanding the subjectivity as well as the thinking process of both parties in order to translate knowledge between the two fields and deliver findings to domain users. Through five steps-”data interview, pre-mid evaluation, post-mid evaluation, knowledge delivery, and follow up-”the data liaison specialist can achieve effective knowledge synthesis and delivery to the domain users

Case Teknos Group Oy Paint Store Transaction Data

Companies operating in challenging business environments, characterized by the proliferation of disruptive technologies and intensifying competition, are obliged to re-evaluate their strategic approach. This has become the norm in the retail industry and traditional brick-and-mortar stores. Particularly local market players with scarce resources are looking into alternative solutions to delivering a unique customer experience with the intention to preserve their profitability. Customer experience has been an integral topic within academic research for decades, and has also substantiated its value in pragmatic contexts. Recent developments in this field have triggered the constitution of customer experience management functions, which aim to adopt a holistic approach to the customer experience. This enforces a quantitative perspective highlighting the role of customer transaction data. Association analysis is one of the most well-known methodology used to detect underlying patterns hidden in large transaction data sets. It uses machine learning techniques to firstly identify frequently purchased product combinations and secondly, to discover concealed associations among the products. The association rules derived and evaluated during the process can potentially reveal implicit, yet interesting customer insight, which may translate into actionable implications. The practical consequences in the framework of this study are referred to as sales increasing strategies, namely targeted marketing, cross-selling and space management. This thesis uses Python programming language in Anaconda’s Jupyter Notebook environment to perform association analysis on customer transaction data provided by the case company. The Apriori algorithm is applied to constitute the frequent itemsets and generate association rules between these itemsets. The interestingness and actionability of the rules will be evaluated based on various scoring measures computed for each rule. The outcomes of this study contribute to finding interesting customer insight and actionable recommendations for the case company to support their success in demanding market conditions. Furthermore, this research describes and discusses the relative success factors from the theoretical point of view and demonstrates the process of association rule mining when applied to customer transaction data

Data mining using rule extraction from Kohonen self-organising maps

The Kohonen self-organising feature map (SOM) has several important properties that can be used within the data mining/knowledge discovery and exploratory data analysis process. A key characteristic of the SOM is its topology preserving ability to map a multi-dimensional input into a two-dimensional form. This feature is used for classification and clustering of data. However, a great deal of effort is still required to interpret the cluster boundaries. In this paper we present a technique which can be used to extract propositional IF..THEN type rules from the SOM network’s internal parameters. Such extracted rules can provide a human understandable description of the discovered clusters

Text mining with exploitation of user\u27s background knowledge : discovering novel association rules from text

The goal of text mining is to find interesting and non-trivial patterns or knowledge from unstructured documents. Both objective and subjective measures have been proposed in the literature to evaluate the interestingness of discovered patterns. However, objective measures alone are insufficient because such measures do not consider knowledge and interests of the users. Subjective measures require explicit input of user expectations which is difficult or even impossible to obtain in text mining environments. This study proposes a user-oriented text-mining framework and applies it to the problem of discovering novel association rules from documents. The developed system, uMining, consists of two major components: a background knowledge developer and a novel association rules miner. The background knowledge developer learns a user\u27s background knowledge by extracting keywords from documents already known to the user (background documents) and developing a concept hierarchy to organize popular keywords. The novel association rule miner discovers association rules among noun phrases extracted from relevant documents (target documents) and compares the rules with the background knowledge to predict the rule novelty to the particular user (useroriented novelty). The user-oriented novelty measure is defined as the semantic distance between the antecedent and the consequent of a rule in the background knowledge. It consists of two components: occurrence distance and connection distance. The former considers the co-occurrences of two keywords in the background documents: the more the shorter the distance. The latter considers the common connections of with others in the concept hierarchy. It is defined as the length of the connecting the two keywords in the concept hierarchy: the longer the path, distance. The user-oriented novelty measure is evaluated from two perspectives: novelty prediction accuracy and usefulness indication power. The results show that the useroriented novelty measure outperforms the WordNet novelty measure and the compared objective measures in term of predicting novel rules and identifying useful rules

Knowledge Discovery Database (KDD)-Data Mining Application in Transportation

In this paper, an understanding and a review of data mining (DM) development and its applications in logistics and specifically transportation are highlighted. Even though data mining has been successful in becoming a major component of various business processes and applications, the benefits and real-world expectations are very important to consider. It is also surprising to note that very little is known to date about the usefulness of applying data mining in transport related research. From the literature, the frameworks for carrying out knowledge discovery and data mining have been revised over the years to meet the business expectations. In this paper, we apply CRISP-DM for formulating effective tire maintenance strategy within the context of a Malaysian's logistics company. The results of applying CRISP-DM for tire maintenance decisions are presented and discussed

Towards Role Based Hypothesis Evaluation for Health Data Mining

Data mining researchers have long been concerned with the application of tools to facilitate and improve data analysis on large, complex data sets. The current challenge is to make data mining and knowledge discovery systems applicable to a wider range of domains, among them health. Early work was performed over transactional, retail based data sets, but the attraction of finding previously unknown knowledge from the ever increasing amounts of data collected from the health domain is an emerging area of interest and specialisation. The problem is finding a solution that is suitably flexible to allow for generalised application whilst being specific enough to provide functionality that caters for the nuances of each role within the domain. The need for a more granular approach to problem solving in other areas of information technology has resulted in the use of role based solutions. This paper discusses the progress to date in developing a role oriented solution to the problem of providing for the diverse requirements of health domain data miners and defining the foundation for determining what constitutes an interesting discovery in an area as complex as health

Entrepreneurial Process Studies Using Insider Action Research: Opportunities & Challenges for Entrepreneurship Scholarship

This paper examines the opportunities and challenges of adopting Insider Action Research (IAR) in entrepreneurial process studies. It employs a critical reflexive and narrative approach in examining our own lived experience in a real-time digital entrepreneurial journey spanning three years while triangulating it with experiential knowledge in another role as dissertation supervisors. Our live case illustrates that IAR, when it combines reflective practice, cooperative inquiry and design science, represents a suitable but under-exploited methodology for entrepreneurship scholarship. We build on this knowledge to offer a model for incorporating this methodology in entrepreneurship research and education. Consequently, we contribute towards responding to the need for phenomenon-methodology fit in the discipline. Ultimately, the paper’s value lies in its effort towards resolving the seemingly perennial question regarding the legitimacy of entrepreneurship as a distinctive domain of scholarship