discussion reply 37
discussion 1
Data Mining is the process of discovering interesting knowledge from large amounts of data stored either in databases, data warehouses or other information repositories. There are various data mining functionalities and each of these can be applied in order to improve the company’s search engine.
1. Clustering – is the process of grouping a set of physical or abstract objects into classes of similar objects. The objects are grouped based on the principle of increasing intraclass similarity and decreasing interclass similarity. In the context of a search engine, clustering can help to display the results that not only contain the keyword specified in the “search” box but also related results.
For example. On entering ‘paintbrush’ in the search box, the search engine should not only display the results with keyword ‘paint’ but can also display the ones with keywords ‘canvas’ or ‘paint’ or ’easel’.
2. Classification – is the process of finding a set of functions that describe and distinguish data classes or concepts, And using this function to predict the class of object whose class label is unknown. Classification analyzes class-labeled data objects whereas clustering analyzes data objects without consulting a known class label. This is more of an internal implementation.
For example: A list of research papers associated with a keyword could be provided by the search engine. This is done by using either classification rules or decision tree or any other classification algorithms on a set of data whose list of research papers are known and then applying that function to the keyword.
3. Association rule mining – is the discovery of association rules showing attribute-value conditions that occur frequently together in a given set of data. A search engine could append additional information in its result based on the keywords entered by the user.
For example. A user searching the web to buy a large screen TV might also be interested in a new home theatre system. Returning results for both TV and the home theatre system could keep the search engine one step ahead of the user.
4. Anomaly detection – Anomalies are the data objects that do not conform to the general behavior of the data. The analysis of anomalies is known as anomaly detection. In cases such as fraud detection, an anomaly is more important than the rest of the data. A search engine can use anomaly detection to avoid displaying results that are not relevant to the searched keyword.
For example: a user might search for ‘heart attack’, anomaly detection would not allow ‘attack on china’, which is irrelevant to the searched topic, and is an outlier in this context, to be displayed.
Reference: Data mining – Concepts and techniques by Micheline Kamber and Jiawei Han.
discussion 2
Introduction
Data mining is a subfield of computer science that involves the analysis of massive databases to identify insightful information hence drawing essential patterns. Internet search engine companies require data mining techniques to automate data analysis and knowledge discovery process. Data mining can help such companies in many ways as discussed below;
First, the company can use the data mining techniques in analyzing the complex web pages. Unlike text data, web pages contain complex data that need automated tools to help review the information. Secondly, the company can employ the science in dealing with high quantity dynamic data which continually changes over time (Cooley, Mobasher & Srivastava, 2016). Thirdly, data mining tools can enable the company to discover consumer preferences hence providing services that are relevant to the users.
Association rule mining is a data mining task that identifies frequent patterns, and correlations among various data sets or items of study. The Company should use association rule mining to analyze the consumers’ internet usage behavior and discover suitable relationships between various attributes (Arora & Bhalla, 2014). For instance, the company can determine the specific related information that consumers search for under different circumstances. For example, when the company determines what other information a user may want after searching for lets’ say “windows”, it will significantly help since the company will provide the information instantly hence improving user experience.
Anomaly detection involves the identification of errors and other data sets that are less useful. Anomaly detection is vital during data mining since not every information collected is relevant. This is because of the complexity of web data. Thus, the data mining expert has to clean and identify the essential sets of data. Also, the data collected may be about different users (Cooley, Mobasher & Srivastava, 2016). There is a need to analyze, clean and group the information according to the miner’s specific needs.
Conclusion
Internet search engine companies must adopt the data mining science during the knowledge discovery process. The integration of artificial intelligence, machine learning and other disciplines in data analysis can improve the knowledge discovery phase thus improving the entire process. Companies should, therefore, use this tools to identify the patterns and after that implement the various changes to enhance customer satisfaction and user experience.
References
Arora, P., & Bhalla, T. (2014). A synonym based approach of data mining in search engine optimization. arXiv preprint arXiv:1407.1133.
Cooley, R., Mobasher, B., & Srivastava, J. (2016). Web mining: Information and pattern discovery on the world wide web. In Tools with Artificial Intelligence, 1997. Proceedings., Ninth IEEE International Conference on (pp. 558-567). IEEE.
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