Using big data for customer centric marketing

This chapter deliberates on “big data” and provides a short overview of business intelligence and emerging analytics. It underlines the importance of data for customer-centricity in marketing. This contribution contends that businesses ought to engage in marketing automation tools and apply them to create relevant, targeted customer experiences. Today’s business increasingly rely on digital media and mobile technologies as on-demand, real-time marketing has become more personalised than ever. Therefore, companies and brands are striving to nurture fruitful and long lasting relationships with customers. In a nutshell, this chapter explains why companies should recognise the value of data analysis and mobile applications as tools that drive consumer insights and engagement. It suggests that a strategic approach to big data could drive consumer preferences and may also help to improve the organisational performance.peer-reviewe

Student-Centered Learning: Functional Requirements for Integrated Systems to Optimize Learning

The realities of the 21st-century learner require that schools and educators fundamentally change their practice. "Educators must produce college- and career-ready graduates that reflect the future these students will face. And, they must facilitate learning through means that align with the defining attributes of this generation of learners."Today, we know more than ever about how students learn, acknowledging that the process isn't the same for every student and doesn't remain the same for each individual, depending upon maturation and the content being learned. We know that students want to progress at a pace that allows them to master new concepts and skills, to access a variety of resources, to receive timely feedback on their progress, to demonstrate their knowledge in multiple ways and to get direction, support and feedback from—as well as collaborate with—experts, teachers, tutors and other students.The result is a growing demand for student-centered, transformative digital learning using competency education as an underpinning.iNACOL released this paper to illustrate the technical requirements and functionalities that learning management systems need to shift toward student-centered instructional models. This comprehensive framework will help districts and schools determine what systems to use and integrate as they being their journey toward student-centered learning, as well as how systems integration aligns with their organizational vision, educational goals and strategic plans.Educators can use this report to optimize student learning and promote innovation in their own student-centered learning environments. The report will help school leaders understand the complex technologies needed to optimize personalized learning and how to use data and analytics to improve practices, and can assist technology leaders in re-engineering systems to support the key nuances of student-centered learning

Reeling in Big Phish with a Deep MD5 Net

Phishing continues to grow as phishers discover new exploits and attack vectors for hosting malicious content; the traditional response using takedowns and blacklists does not appear to impede phishers significantly. A handful of law enforcement projects — for example the FBI\u27s Digital PhishNet and the Internet Crime and Complaint Center (ic3.gov) — have demonstrated that they can collect phishing data in substantial volumes, but these collections have not yet resulted in a significant decline in criminal phishing activity. In this paper, a new system is demonstrated for prioritizing investigative resources to help reduce the time and effort expended examining this particular form of online criminal activity. This research presents a means to correlate phishing websites by showing that certain websites are created by the same phishing kit. Such kits contain the content files needed to create the counterfeit website and often contain additional clues to the identity of the creators. A clustering algorithm is presented that uses collected phishing kits to establish clusters of related phishing websites. The ability to correlate websites provides law enforcement or other potential stakeholders with a means for prioritizing the allocation of limited investigative resources by identifying frequently repeating phishing offenders

Revisitation analysis of smartphone app use

We present a revisitation analysis of smartphone use to investigate the question: do smartphones induce usage habits? We analysed three months of application launch logs from 165 users in naturalistic settings. Our analysis reveals distinct clusters of applications and users which share similar revisitation patterns. However, we show that much of smartphone usage on a macro-level is very similar to web browsing on desktops, and thus argue that smartphone usage is driven by innate service needs rather than technology characteristics. On the other hand, on a micro-level we identify unique characteristics in smartphone usage, and we present a rudimentary model that accounts for 92 % in the variability of our smartphone use. Author Keywords Revisitation, smartphone use, habits, user behaviou

Proceedings, MSVSCC 2018

Proceedings of the 12th Annual Modeling, Simulation & Visualization Student Capstone Conference held on April 19, 2018 at VMASC in Suffolk, Virginia. 155 pp

On Data-driven systems analyzing, supporting and enhancing users’ interaction and experience

Tesis doctoral en inglés y resumen extendido en español[EN] The research areas of Human-Computer Interaction and Software Architectures have been traditionally treated separately, but in the literature, many authors made efforts to merge them to build better software systems. One of the common gaps between software engineering and usability is the lack of strategies to apply usability principles in the initial design of software architectures. Including these principles since the early phases of software design would help to avoid later architectural changes to include user experience requirements. The combination of both fields (software architectures and Human-Computer Interaction) would contribute to building better interactive software that should include the best from both the systems and user-centered designs. In that combination, the software architectures should enclose the fundamental structure and ideas of the system to offer the desired quality based on sound design decisions. Moreover, the information kept within a system is an opportunity to extract knowledge about the system itself, its components, the software included, the users or the interaction occurring inside. The knowledge gained from the information generated in a software environment can be used to improve the system itself, its software, the users’ experience, and the results. So, the combination of the areas of Knowledge Discovery and Human-Computer Interaction offers ideal conditions to address Human-Computer-Interaction-related challenges. The Human-Computer Interaction focuses on human intelligence, the Knowledge Discovery in computational intelligence, and the combination of both can raise the support of human intelligence with machine intelligence to discover new insights in a world crowded of data. This Ph.D. Thesis deals with these kinds of challenges: how approaches like data-driven software architectures (using Knowledge Discovery techniques) can help to improve the users' interaction and experience within an interactive system. Specifically, it deals with how to improve the human-computer interaction processes of different kind of stakeholders to improve different aspects such as the user experience or the easiness to accomplish a specific task. Several research actions and experiments support this investigation. These research actions included performing a systematic literature review and mapping of the literature that was aimed at finding how the software architectures in the literature have been used to support, analyze or enhance the human-computer interaction. Also, the actions included work on four different research scenarios that presented common challenges in the Human-Computer Interaction knowledge area. The case studies that fit into the scenarios selected were chosen based on the Human-Computer Interaction challenges they present, and on the authors’ accessibility to them. The four case studies were: an educational laboratory virtual world, a Massive Open Online Course and the social networks where the students discuss and learn, a system that includes very large web forms, and an environment where programmers develop code in the context of quantum computing. The development of the experiences involved the review of more than 2700 papers (only in the literature review phase), the analysis of the interaction of 6000 users in four different contexts or the analysis of 500,000 quantum computing programs. As outcomes from the experiences, some solutions are presented regarding the minimal software artifacts to include in software architectures, the behavior they should exhibit, the features desired in the extended software architecture, some analytic workflows and approaches to use, or the different kinds of feedback needed to reinforce the users’ interaction and experience. The results achieved led to the conclusion that, despite this is not a standard practice in the literature, the software environments should embrace Knowledge Discovery and data-driven principles to analyze and respond appropriately to the users’ needs and improve or support the interaction. To adopt Knowledge Discovery and data-driven principles, the software environments need to extend their software architectures to cover also the challenges related to Human-Computer Interaction. Finally, to tackle the current challenges related to the users’ interaction and experience and aiming to automate the software response to users’ actions, desires, and behaviors, the interactive systems should also include intelligent behaviors through embracing the Artificial Intelligence procedures and techniques

On data-driven systems analyzing, supporting and enhancing users’ interaction and experience

[EN]The research areas of Human-Computer Interaction and Software Architectures have been traditionally treated separately, but in the literature, many authors made efforts to merge them to build better software systems. One of the common gaps between software engineering and usability is the lack of strategies to apply usability principles in the initial design of software architectures. Including these principles since the early phases of software design would help to avoid later architectural changes to include user experience requirements. The combination of both fields (software architectures and Human-Computer Interaction) would contribute to building better interactive software that should include the best from both the systems and user-centered designs. In that combination, the software architectures should enclose the fundamental structure and ideas of the system to offer the desired quality based on sound design decisions. Moreover, the information kept within a system is an opportunity to extract knowledge about the system itself, its components, the software included, the users or the interaction occurring inside. The knowledge gained from the information generated in a software environment can be used to improve the system itself, its software, the users’ experience, and the results. So, the combination of the areas of Knowledge Discovery and Human-Computer Interaction offers ideal conditions to address Human-Computer-Interaction-related challenges. The Human-Computer Interaction focuses on human intelligence, the Knowledge Discovery in computational intelligence, and the combination of both can raise the support of human intelligence with machine intelligence to discover new insights in a world crowded of data. This Ph.D. Thesis deals with these kinds of challenges: how approaches like data-driven software architectures (using Knowledge Discovery techniques) can help to improve the users' interaction and experience within an interactive system. Specifically, it deals with how to improve the human-computer interaction processes of different kind of stakeholders to improve different aspects such as the user experience or the easiness to accomplish a specific task. Several research actions and experiments support this investigation. These research actions included performing a systematic literature review and mapping of the literature that was aimed at finding how the software architectures in the literature have been used to support, analyze or enhance the human-computer interaction. Also, the actions included work on four different research scenarios that presented common challenges in the Human- Computer Interaction knowledge area. The case studies that fit into the scenarios selected were chosen based on the Human-Computer Interaction challenges they present, and on the authors’ accessibility to them. The four case studies were: an educational laboratory virtual world, a Massive Open Online Course and the social networks where the students discuss and learn, a system that includes very large web forms, and an environment where programmers develop code in the context of quantum computing. The development of the experiences involved the review of more than 2700 papers (only in the literature review phase), the analysis of the interaction of 6000 users in four different contexts or the analysis of 500,000 quantum computing programs. As outcomes from the experiences, some solutions are presented regarding the minimal software artifacts to include in software architectures, the behavior they should exhibit, the features desired in the extended software architecture, some analytic workflows and approaches to use, or the different kinds of feedback needed to reinforce the users’ interaction and experience. The results achieved led to the conclusion that, despite this is not a standard practice in the literature, the software environments should embrace Knowledge Discovery and datadriven principles to analyze and respond appropriately to the users’ needs and improve or support the interaction. To adopt Knowledge Discovery and data-driven principles, the software environments need to extend their software architectures to cover also the challenges related to Human-Computer Interaction. Finally, to tackle the current challenges related to the users’ interaction and experience and aiming to automate the software response to users’ actions, desires, and behaviors, the interactive systems should also include intelligent behaviors through embracing the Artificial Intelligence procedures and techniques

User Experience Adaptation of Complex Game Interface for User Behaviour Modeling Using RNN

In a video game review, the main focus is the narratives, characters, graphics, and mechanics in the gameplay. Some recent research mentions the user interface only when it comes into light as a creative platform for simple interactive narratives from a technical point of view; this narrative is mainly a software tool that requires traditionally modernized inputs from the user. The user needs to interact with the navigational controls or menus in order to start a basic game play. A complex game interface as stimulus is generally considered as having a feeling of immersion that allows for visual tracking of user behavioural patterns and use it to predict the next strategy of the user using robust computational models. A number of users have limited sensory perception in a gameplay and hence rely on complex game stimulus and an adaptive model is paramount when considering behavioural expectations that place the user in a digital environment with more expressive perceptions. We developed a custom based eye tracking and 3D object detection algorithm which was utilised by recruiting users to interact with visual 3D objects and trace their eye movement behaviour to generated data. We then applied the use of recurrent neural network (RNN) for direct tracing of user behavioural activities in a sequential manner to predict their behaviour for interface adaptation. Result indicates that redundant user attributes are flexible and flawless for identifying predicted response of the user in a controlled environment. This would lead to prototypical representation of user behavioural analytics as an embedded platform in the confined digital environment. One of the limitations of the project is its inability to basically specify the 3D gaze point at the inner boundaries of the visual field. Data visualisation is strictly based on combined object flow detection. The originality of the work is its ability to redefine fixation point to a rendered cascaded 3D gaze point and space-defined saccade which is indicated by the distance between one gaze points to the other. The 3D gaze point would be well suited for fixation generalisation on 3D as well as on 2D digital oriented environment