Integrating E-Commerce and Data Mining: Architecture and Challenges

We show that the e-commerce domain can provide all the right ingredients for successful data mining and claim that it is a killer domain for data mining. We describe an integrated architecture, based on our expe-rience at Blue Martini Software, for supporting this integration. The architecture can dramatically reduce the pre-processing, cleaning, and data understanding effort often documented to take 80% of the time in knowledge discovery projects. We emphasize the need for data collection at the application server layer (not the web server) in order to support logging of data and metadata that is essential to the discovery process. We describe the data transformation bridges required from the transaction processing systems and customer event streams (e.g., clickstreams) to the data warehouse. We detail the mining workbench, which needs to provide multiple views of the data through reporting, data mining algorithms, visualization, and OLAP. We con-clude with a set of challenges.Comment: KDD workshop: WebKDD 200

Semi-Trusted Mixer Based Privacy Preserving Distributed Data Mining for Resource Constrained Devices

In this paper a homomorphic privacy preserving association rule mining algorithm is proposed which can be deployed in resource constrained devices (RCD). Privacy preserved exchange of counts of itemsets among distributed mining sites is a vital part in association rule mining process. Existing cryptography based privacy preserving solutions consume lot of computation due to complex mathematical equations involved. Therefore less computation involved privacy solutions are extremely necessary to deploy mining applications in RCD. In this algorithm, a semi-trusted mixer is used to unify the counts of itemsets encrypted by all mining sites without revealing individual values. The proposed algorithm is built on with a well known communication efficient association rule mining algorithm named count distribution (CD). Security proofs along with performance analysis and comparison show the well acceptability and effectiveness of the proposed algorithm. Efficient and straightforward privacy model and satisfactory performance of the protocol promote itself among one of the initiatives in deploying data mining application in RCD.Comment: IEEE Publication format, International Journal of Computer Science and Information Security, IJCSIS, Vol. 8 No. 1, April 2010, USA. ISSN 1947 5500, http://sites.google.com/site/ijcsis

Mining social network data for personalisation and privacy concerns: A case study of Facebook’s Beacon

This is the post-print version of the final published paper that is available from the link below.The popular success of online social networking sites (SNS) such as Facebook is a hugely tempting resource of data mining for businesses engaged in personalised marketing. The use of personal information, willingly shared between online friends' networks intuitively appears to be a natural extension of current advertising strategies such as word-of-mouth and viral marketing. However, the use of SNS data for personalised marketing has provoked outrage amongst SNS users and radically highlighted the issue of privacy concern. This paper inverts the traditional approach to personalisation by conceptualising the limits of data mining in social networks using privacy concern as the guide. A qualitative investigation of 95 blogs containing 568 comments was collected during the failed launch of Beacon, a third party marketing initiative by Facebook. Thematic analysis resulted in the development of taxonomy of privacy concerns which offers a concrete means for online businesses to better understand SNS business landscape - especially with regard to the limits of the use and acceptance of personalised marketing in social networks

Investigating people: a qualitative analysis of the search behaviours of open-source intelligence analysts

The Internet and the World Wide Web have become integral parts of the lives of many modern individuals, enabling almost instantaneous communication, sharing and broadcasting of thoughts, feelings and opinions. Much of this information is publicly facing, and as such, it can be utilised in a multitude of online investigations, ranging from employee vetting and credit checking to counter-terrorism and fraud prevention/detection. However, the search needs and behaviours of these investigators are not well documented in the literature. In order to address this gap, an in-depth qualitative study was carried out in cooperation with a leading investigation company. The research contribution is an initial identification of Open-Source Intelligence investigator search behaviours, the procedures and practices that they undertake, along with an overview of the difficulties and challenges that they encounter as part of their domain. This lays the foundation for future research in to the varied domain of Open-Source Intelligence gathering

An Autoethnographic Approach to Examining Electronic Retail Development

Autoethnographic approaches to doing research in retailing are rare. Through the researcher reflecting on and analysing her own personal experiences as a fashion retail store proprietor, this study reconstructed the process of her strategic decision making with regard to moving from selling fashion goods via an independent high street store to selling online. The study is concerned with the issues surrounding the adoption of e-commerce. In doing so, the study reviewed the various development models that exist within e-commerce literature, and in particular, examined the extent to which a retailer adoptions an evolutionary and linear approach to developing a web site. Hence the study’s contribution to advances in retailing is in the field of strategic decisions pertaining to electronic retailing. Specifically the aim of the study was to either confirm or adjust the models within e-commerce literature that describe the internet adoption process. Through the adoption of an autoethnographical approach, the study acknowledges that there is a complex interdependency between the researcher and the researched and thereby utilizes subjective experience as an intrinsic part of the research process. This is achieved through offering the retail proprietor’s ‘insider’ perspective based upon both self narratives and self observations. Whilst the author’s acknowledge that the subject of the study needs to be examined in a broader sense, beyond the self generated data presented in the study, they argue that such self introspections can be considered as a basis of useful, albeit non-scientific, knowledge in itself. In this study the intention is to use the data as a means of generating hypotheses which will be tested in a future study by a more traditional research technique. This study is a work in progress

The Use of Marketing Knowledge in Formulating and Enforcing Consumer Protection Policy

The purpose of this first chapter of the handbook is to discuss how the findings and approaches offered by the marketing discipline are used in consumer protection policy