Will Smarter Marketing End Social Discrimination? A Critical Review

Purpose - There are two claims made by the web marketing/advertising industry. 1) By collecting, managing, and mining data, companies serve consumer’s best interests and 2) by adopting sophisticated analytics web marketers avoid discriminations that disserve individuals. Although we share an interest in ending social discrimination, we are more circumspect about pronounced individualism and technological fixes. Despite its appeal, or perhaps because of it, we should not accept the claim at face value. In this paper we argue that social discrimination may not disappear under smarter marketing; more overt forms may wane only to be replaced by more subtle forms. Design/methodology/approach - We compare the two most important techniques of smarter marketing- predictive analytics and Facebook\u27s social graph- with current discriminatory practices of weblining and e-scoring. While noting advances against overt discrimination we describe how smarter marketing allows for covert forms. Findings - Innovative strategies to record and mine users’ tastes and social connectivity for marketing purposes open the way for covert social discrimination. Originality/value - We provide a critical assessment of two claims made by the web marketing/advertising industry: 1) By monitoring consumer web activity and collecting, managing, and mining data, companies serve consumer’s best interests and 2) by adopting sophisticated analytics web marketers avoid discriminations that disserve individuals

Mining and Managing Large-Scale Temporal Graphs

Large-scale temporal graphs are everywhere in our daily life. From online social networks, mobile networks, brain networks to computer systems, entities in these large complex systems communicate with each other, and their interactions evolve over time. Unlike traditional graphs, temporal graphs are dynamic: both topologies and attributes on nodes/edges may change over time. On the one hand, the dynamics have inspired new applications that rely on mining and managing temporal graphs. On the other hand, the dynamics also raise new technical challenges. First, it is difficult to discover or retrieve knowledge from complex temporal graph data. Second, because of the extra time dimension, we also face new scalability problems. To address these new challenges, we need to develop new methods that model temporal information in graphs so that we can deliver useful knowledge, new queries with temporal and structural constraints where users can obtain the desired knowledge, and new algorithms that are cost-effective for both mining and management tasks.In this dissertation, we discuss our recent works on mining and managing large-scale temporal graphs.First, we investigate two mining problems, including node ranking and link prediction problems. In these works, temporal graphs are applied to model the data generated from computer systems and online social networks. We formulate data mining tasks that extract knowledge from temporal graphs. The discovered knowledge can help domain experts identify critical alerts in system monitoring applications and recover the complete traces for information propagation in online social networks. To address computation efficiency problems, we leverage the unique properties in temporal graphs to simplify mining processes. The resulting mining algorithms scale well with large-scale temporal graphs with millions of nodes and billions of edges. By experimental studies over real-life and synthetic data, we confirm the effectiveness and efficiency of our algorithms.Second, we focus on temporal graph management problems. In these study, temporal graphs are used to model datacenter networks, mobile networks, and subscription relationships between stream queries and data sources. We formulate graph queries to retrieve knowledge that supports applications in cloud service placement, information routing in mobile networks, and query assignment in stream processing system. We investigate three types of queries, including subgraph matching, temporal reachability, and graph partitioning. By utilizing the relatively stable components in these temporal graphs, we develop flexible data management techniques to enable fast query processing and handle graph dynamics. We evaluate the soundness of the proposed techniques by both real and synthetic data. Through these study, we have learned valuable lessons. For temporal graph mining, temporal dimension may not necessarily increase computation complexity; instead, it may reduce computation complexity if temporal information can be wisely utilized. For temporal graph management, temporal graphs may include relatively stable components in real applications, which can help us develop flexible data management techniques that enable fast query processing and handle dynamic changes in temporal graphs

Sequence queries on temporal graphs

Graphs that evolve over time are called temporal graphs. They can be used to describe and represent real-world networks, including transportation networks, social networks, and communication networks, with higher fidelity and accuracy. However, research is still limited on how to manage large scale temporal graphs and execute queries over these graphs efficiently and effectively. This thesis investigates the problems of temporal graph data management related to node and edge sequence queries. In temporal graphs, nodes and edges can evolve over time. Therefore, sequence queries on nodes and edges can be key components in managing temporal graphs. In this thesis, the node sequence query decomposes into two parts: graph node similarity and subsequence matching. For node similarity, this thesis proposes a modified tree edit distance that is metric and polynomially computable and has a natural, intuitive interpretation. Note that the proposed node similarity works even for inter-graph nodes and therefore can be used for graph de-anonymization, network transfer learning, and cross-network mining, among other tasks. The subsequence matching query proposed in this thesis is a framework that can be adopted to index generic sequence and time-series data, including trajectory data and even DNA sequences for subsequence retrieval. For edge sequence queries, this thesis proposes an efficient storage and optimized indexing technique that allows for efficient retrieval of temporal subgraphs that satisfy certain temporal predicates. For this problem, this thesis develops a lightweight data management engine prototype that can support time-sensitive temporal graph analytics efficiently even on a single PC

Expert System for Crop Disease based on Graph Pattern Matching: A proposal

Para la agroindustria, las enfermedades en cultivos constituyen uno de los problemas más frecuentes que generan grandes pérdidas económicas y baja calidad en la producción. Por otro lado, desde las ciencias de la computación, han surgido diferentes herramientas cuya finalidad es mejorar la prevención y el tratamiento de estas enfermedades. En este sentido, investigaciones recientes proponen el desarrollo de sistemas expertos para resolver este problema haciendo uso de técnicas de minería de datos e inteligencia artificial, como inferencia basada en reglas, árboles de decisión, redes bayesianas, entre otras. Además, los grafos pueden ser usados para el almacenamiento de los diferentes tipos de variables que se encuentran presentes en un ambiente de cultivos, permitiendo la aplicación de técnicas de minería de datos en grafos, como el emparejamiento de patrones en los mismos. En este artículo presentamos una visión general de las temáticas mencionadas y una propuesta de un sistema experto para enfermedades en cultivos, basado en emparejamiento de patrones en grafos.For agroindustry, crop diseases constitute one of the most common problems that generate large economic losses and low production quality. On the other hand, from computer science, several tools have emerged in order to improve the prevention and treatment of these diseases. In this sense, recent research proposes the development of expert systems to solve this problem, making use of data mining and artificial intelligence techniques like rule-based inference, decision trees, Bayesian network, among others. Furthermore, graphs can be used for storage of different types of variables that are present in an environment of crops, allowing the application of graph data mining techniques like graph pattern matching. Therefore, in this paper we present an overview of the above issues and a proposal of an expert system for crop disease based on graph pattern matching

An introduction to Graph Data Management

A graph database is a database where the data structures for the schema and/or instances are modeled as a (labeled)(directed) graph or generalizations of it, and where querying is expressed by graph-oriented operations and type constructors. In this article we present the basic notions of graph databases, give an historical overview of its main development, and study the main current systems that implement them