Outline

Lecture 1
Data
What is data, and why is it important? analytics
What is data example
analytics?
Why data is
important?
What is data?

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What is data? What is data?

is a collection of facts,
Data can come in many ways:
is anything that is such as measurements, • paper reports
recorded observations and
descriptions of things • files stored on computer
• e-mails or chats on the Internet
• words spoken over the phone
can be numbers, like your can be alphanumeric,
final examination scores such as your names and • movies and songs in DVDs
or GPA course codes
• ........

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Why data is important? What is data analytics?
• No analytics without data Data analytics
• is the science that analyze raw data to extract useful knowledge
• Most activities in a wide variety of
fields such as business, education, (e.g. patterns) from them.
government and transport are
associated with the use,
understanding and exploitation of
data

• Exploring data in order to extract

the knowledge necessary for
supporting decision making and
work activities

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Data analytics example Data analytics example

Invoice # Month Sold Product type Branch Amount
Here is a simple database of the sales of electronic devices for a 1 July 2020 Notebook Kwun Tong 900
retail shop with three branches in Hong Kong. It shows sales 2 July 2020 Phone Kwun Tong 1500
transactions of electronic devices over three months. 3 July 2020 Notebook Mong Kok 900
4 July 2020 Notebook Central 1200
5 Aug 2020 Tablet Kwun Tong 1200
6 Aug 2020 Notebook Kwun Tong 1200
7 Aug 2020 Phone Kwun Tong 1500
8 Aug 2020 Tablet Kwun Tong 1200
9 Aug 2020 Tablet Mong Kok 1200
10 Aug 2020 Notebook Kwun Tong 900
11 Aug 2020 Phone Kwun Tong 1500
12 Aug 2020 Notebook Mong Kok 900
13 Sept 2020 Phone Kwun Tong 1500
14 Sept 2020 Notebook Kwun Tong 900
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15 Sept 2020 Notebook Kwun Tong 900
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Data analytics example Data analytics example
A simple data analysis technique, cross tabulation, can be applied Based on the cross-tabulation table in the last slide, you can answer
to the data in the database in the last slide. The cross-tabulation of some product sales questions, like:
sales by month and products will reveal some patterns.
Electronic device sales by months
Month/Product Phone Tablet Notebook Total sales amount • What is the best selling electronic products by revenue? Notebook
July 1500 0 3000 4500 • What is the best month by revenue? August
Aug 3000 3600 3000 9600 • Any other patterns? Tablet sells only in August (seasonal item)
Sept 1500 0 1800 3300
Total sales amount 6000 3600 7800 17400
A cross tabulation allows you to summarize the values in a column based on the values in two or
more other columns and display the result as a table.
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Data analytics example Applications of Data Analytics

If a cross tabulation was designed to include customer purchase 1. Text Mining
location data, you could answer other questions, such as • To extract knowledge from texts
• Descriptive text mining tasks include looking for
• What is the best selling branch? Kwun Tong • groups of similar documents
• texts about similar issues
• What is the worst selling branch? Central
• words that frequently appear together in texts
• Any other patterns? Notebook sold globally, while Phone sold only in
• Predictive tasks include
Kwun Tong
• classification of documents into one or more topics
This example shows that many differences and patterns can be • identification of spam in emails
uncovered by analyzing data in different ways.
• sentiment analysis in text messages
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Applications of Data Analytics Applications of Data Analytics

2. Sentiment (Opinion) Analysis 3. Recommender Systems

• For example:
• Analysis of short texts exchanged through social network tools
• Amazon recommends books
• Analyze opinions and sentiments of users regarding entities, • Netflix recommends movies
events, issues, public figures, products, services and topics.
• YouTube recommends videos to see
• For example: • e-shops recommend products to buy
• marketing assessments of new products • newspaper recommends articles to read
• predicting fights between rival football supporters • Companies want to
• sell more goods
• discovery of voting trends in election campaigns
• increase users’ satisfaction and loyalty
• Users want to find what they want with relatively little effort
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Applications of Data Analytics Applications of Data Analytics

4. Context‐based Recommendation 5. Group Recommendation

• Consider so called “context”: additional • Concern people with whom the user
information besides the user and item is involved when requesting
attributes that can be relevant for recommendations
recommendation • For example:
• For example: • People might like to watch
• People watch love movies in the different movies when they are
Valentine’s Day, or they might watch alone, with their partner, with
different movies at weekends than on their children or with their friends
weekdays.
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References Image Credits
1. Anil Maheshwari, Data Analytics made accessible, 2015 • [Slide 4]: http://datablog.is.ed.ac.uk/files/2013/12/bitsissue8_low_spreads-3.png

2. Moreira, João, et al. A General Introduction to Data Analytics, John Wiley & Sons, 2018. • [Slide 12]: https://cdn.pixabay.com/photo/2016/06/24/06/56/text-mining-1476780__180.png

3. Sedkaoui, Soraya. Data Analytics and Big Data. John Wiley & Sons, 2018. • [Slide 13]: http://2.bp.blogspot.com/-KrNZZhS_Vc0/VX84QFQ6hDI/AAAAAAAALuo/jfDmDWw95R4/s1600/socialmedia.png

4. Summarizations and tabulations. (n.d.). 1010data. • [Slide 14]: https://www.offerzen.com/blog/how-to-build-a-content-based-recommender-system-for-your-product

https://www2.1010data.com/documentationcenter/prod/1010dataUsersGuide/SummarizationsAndTabulations/Summarizatio
nsAndTabulations.html • [Slide 15]: http://www.snap2objects.com/wp-content/uploads/2011/11/previews2o1.jpg

• [Slide 16]: http://www.isoin.es/en/blog-en/

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