NDLI: Learning human behavioral profiles in a cyber environment

Content Provider	IEEE Xplore Digital Library
Author	Forte, M. Hummel, C. Morris, N. Pratsch, E. Shi, R. Bao, J. Beling, P.
Copyright Year	2010
Description	Author affiliation: Systems Engineering at the University of Virginia, USA (Forte, M.; Hummel, C.; Morris, N.; Pratsch, E.; Shi, R.; Bao, J.) \|\| Department of Systems and Information Engineering at the University of Virginia, Charlottesville, 22904, USA (Beling, P.)
Abstract	Fast and efficient delivery of targeted and personalized advertisements has become a staple in E-commerce. The field of market research targeting in online environments has seen extensive research on the topic of customer targeting, but most of the information detailing the process of profiling is closely guarded by the industry. Much of what is available tells that information such as cookies and browsing history are used to target customers, associating keywords with specific groups of inventory. We designed and conducted a web-based shopping experiment with fifty participants to observe how people of different backgrounds and experiences make decisions. The experiment investigates whether or not it is possible to learn repeatable patterns of behavior through data mining techniques to determine the profile of an online shopper solely based upon outside observation. Our results suggest that by recording the actions taken and time spent on each decision, one may be able to use statistical models to discern demographic information such as gender and infer connections between the shopper and the gift recipient. This brings optimism to the idea that by examining action data and the target of the actions, our methods could be used to determine the identities of online shoppers. Further, these methods could be tested in other online environments to determine identities, in cases such as online fraud or other issues related to cyber security.
Starting Page	181
Ending Page	186
File Size	331543
Page Count	6
File Format	PDF
ISBN	9781424475193
e-ISBN	9781424475223
DOI	10.1109/SIEDS.2010.5469658
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2010-04-23
Publisher Place	USA
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Humans Computer security Systems engineering and theory History Data mining Demography Testing Internet Data security Information security
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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