Leveraging social network data for analytical CRM strategies : the introduction of social BI

The skyrocketing trend for social media on the Internet greatly alters analytical Customer Relationship Management (CRM). Against this backdrop, the purpose of this paper is to advance the conceptual design of Business Intelligence (BI) systems with data identified from social networks. We develop an integrated social network data model, based on an in-depth analysis of Facebook. The data model can inform the design of data warehouses in order to offer new opportunities for CRM analyses, leading to a more consistent and richer picture of customers? characteristics, needs, wants, and demands. Four major contributions are offered. First, Social CRM and Social BI are introduced as emerging fields of research. Second, we develop a conceptual data model to identify and systematize the data available on online social networks. Third, based on the identified data, we design a multidimensional data model as an early contribution to the conceptual design of Social BI systems and demonstrate its application by developing management reports in a retail scenario. Fourth, intellectual challenges for advancing Social CRM and Social BI are discussed.

Attack vector analysis and privacy-preserving social network data publishing

This paper addresses the problem of privacy-preserving data publishing for social network. Research on protecting the privacy of individuals and the confidentiality of data in social network has recently been receiving increasing attention. Privacy is an important issue when one wants to make use of data that involves individuals' sensitive information, especially in a time when data collection is becoming easier and sophisticated data mining techniques are becoming more efficient. In this paper, we discuss various privacy attack vectors on social networks. We present algorithms that sanitize data to make it safe for release while preserving useful information, and discuss ways of analyzing the sanitized data. This study provides a summary of the current state-of-the-art, based on which we expect to see advances in social networks data publishing for years to come.

Privacy threat analysis of social network data

Social network data has been increasingly made publicly available and analyzed in a wide spectrum of application domains. The practice of publishing social network data has brought privacy concerns to the front. Serious concerns on privacy protection in social networks have been raised in recent years. Realization of the promise of social networks data requires addressing these concerns. This paper considers the privacy disclosure in social network data publishing. In this paper, we present a systematic analysis of the various risks to privacy in publishing of social network data. We identify various attacks that can be used to reveal private information from social network data. This information is useful for developing practical countermeasures against the privacy attacks.

Neighbourhood-pair attack in social network data publishing

Vertex re-identification is one of the significant and challenging problems in social network. In this paper, we show a new type of vertex reidentification attack called neighbourhood-pair attack. This attack utilizes the neighbourhood topologies of two connected vertices. We show both theoretically and empirically that this attack is possible on anonymized social network and has higher re-identification rate than the existing structural attacks.

Privacy-preserving mechanism for social network data publishing

 Privacy is receiving growing concern from various parties especially consumers due to the simplification of the collection and distribution of personal data. This research focuses on preserving privacy in social network data publishing. The study explores the data anonymization mechanism in order to improve privacy protection of social network users. We identified new type of privacy breach and has proposed an effective mechanism for privacy protection.

Mining the online social network data: Influence, summarization, and organization

Online Social Network (OSN) services provided by Internet companies bring people together to chat, share the information, and enjoy the information. Meanwhile, huge amounts of data are generated by those services (they can be regarded as the social media ) every day, every hour, even every minute, and every second. Currently, researchers are interested in analyzing the OSN data, extracting interesting patterns from it, and applying those patterns to real-world applications. However, due to the large-scale property of the OSN data, it is difficult to effectively analyze it. This dissertation focuses on applying data mining and information retrieval techniques to mine two key components in the social media data — users and user-generated contents. Specifically, it aims at addressing three problems related to the social media users and contents: (1) how does one organize the users and the contents? (2) how does one summarize the textual contents so that users do not have to go over every post to capture the general idea? (3) how does one identify the influential users in the social media to benefit other applications, e.g., Marketing Campaign? The contribution of this dissertation is briefly summarized as follows. (1) It provides a comprehensive and versatile data mining framework to analyze the users and user-generated contents from the social media. (2) It designs a hierarchical co-clustering algorithm to organize the users and contents. (3) It proposes multi-document summarization methods to extract core information from the social network contents. (4) It introduces three important dimensions of social influence, and a dynamic influence model for identifying influential users.

Mining the Online Social Network Data: Influence, Summarization, and Organization

Online Social Network (OSN) services provided by Internet companies bring people together to chat, share the information, and enjoy the information. Meanwhile, huge amounts of data are generated by those services (they can be regarded as the social media ) every day, every hour, even every minute, and every second. Currently, researchers are interested in analyzing the OSN data, extracting interesting patterns from it, and applying those patterns to real-world applications. However, due to the large-scale property of the OSN data, it is difficult to effectively analyze it. This dissertation focuses on applying data mining and information retrieval techniques to mine two key components in the social media data — users and user-generated contents. Specifically, it aims at addressing three problems related to the social media users and contents: (1) how does one organize the users and the contents? (2) how does one summarize the textual contents so that users do not have to go over every post to capture the general idea? (3) how does one identify the influential users in the social media to benefit other applications, e.g., Marketing Campaign? The contribution of this dissertation is briefly summarized as follows. (1) It provides a comprehensive and versatile data mining framework to analyze the users and user-generated contents from the social media. (2) It designs a hierarchical co-clustering algorithm to organize the users and contents. (3) It proposes multi-document summarization methods to extract core information from the social network contents. (4) It introduces three important dimensions of social influence, and a dynamic influence model for identifying influential users.

Privacy preserving social network data publication

The introduction of online social networks (OSN) has transformed the way people connect and interact with each other as well as share information. OSN have led to a tremendous explosion of network-centric data that could be harvested for better understanding of interesting phenomena such as sociological and behavioural aspects of individuals or groups. As a result, online social network service operators are compelled to publish the social network data for use by third party consumers such as researchers and advertisers. As social network data publication is vulnerable to a wide variety of reidentification and disclosure attacks, developing privacy preserving mechanisms are an active research area. This paper presents a comprehensive survey of the recent developments in social networks data publishing privacy risks, attacks, and privacy-preserving techniques. We survey and present various types of privacy attacks and information exploited by adversaries to perpetrate privacy attacks on anonymized social network data. We present an in-depth survey of the state-of-the-art privacy preserving techniques for social network data publishing, metrics for quantifying the anonymity level provided, and information loss as well as challenges and new research directions. The survey helps readers understand the threats, various privacy preserving mechanisms, and their vulnerabilities to privacy breach attacks in social network data publishing as well as observe common themes and future directions.

Improving cloud-based online social network data placement and replication

Online social networks make it easier for people to find and communicate with other people based on shared interests, values, membership in particular groups, etc. Common social networks such as Facebook and Twitter have hundreds of millions or even billions of users scattered all around the world sharing interconnected data. Users demand low latency access to not only their own data but also theirfriends’ data, often very large, e.g. videos, pictures etc. However, social network service providers have a limited monetary capital to store every piece of data everywhere to minimise users’ data access latency. Geo-distributed cloud services with virtually unlimited capabilities are suitable for large scale social networks data storage in different geographical locations. Key problems including how to optimally store and replicate these huge datasets and how to distribute the requests to different datacenters are addressed in this paper. A novel genetic algorithm-based approach is used to find a near-optimal number of replicas for every user’s data and a near-optimal placement of replicas to minimise monetary cost while satisfying latency requirements for all users. Experiments on a large Facebook dataset demonstrate our technique’s effectiveness in outperforming other representative placement and replication strategies.

Social Network Analysis and Qualitative Comparative Analysis: Their mutual benefit for the explanation of policy network structures

By switching the level of analysis and aggregating data from the micro-level of individual cases to the macro-level, quantitative data can be analysed within a more case-based approach. This paper presents such an approach in two steps: In a first step, it discusses the combination of Social Network Analysis (SNA) and Qualitative Comparative Analysis (QCA) in a sequential mixed-methods research design. In such a design, quantitative social network data on individual cases and their relations at the micro-level are used to describe the structure of the network that these cases constitute at the macro-level. Different network structures can then be compared by QCA. This strategy allows adding an element of potential causal explanation to SNA, while SNA-indicators allow for a systematic description of the cases to be compared by QCA. Because mixing methods can be a promising, but also a risky endeavour, the methodological part also discusses the possibility that underlying assumptions of both methods could clash. In a second step, the research design presented beforehand is applied to an empirical study of policy network structures in Swiss politics. Through a comparison of 11 policy networks, causal paths that lead to a conflictual or consensual policy network structure are identified and discussed. The analysis reveals that different theoretical factors matter and that multiple conjunctural causation is at work. Based on both the methodological discussion and the empirical application, it appears that a combination of SNA and QCA can represent a helpful methodological design for social science research and a possibility of using quantitative data with a more case-based approach.

Utility-aware social network graph anonymization

As the need for social network data publishing continues to increase, how to preserve the privacy of the social network data before publishing is becoming an important and challenging issue. A common approach to address this issue is through anonymization of the social network structure. The problem with altering the structure of the links relationship in social network data is how to balance between the gain of privacy and the loss of information (data utility). In this paper, we address this problem. We propose a utility-aware social network graph anonymization. The approach is based on a new metric that calculates the utility impact of social network link modification. The metric utilizes the shortest path length and the neighborhood overlap as the utility value. The value is then used as a weight factor in preserving structural integrity in the social network graph anonymization. For any modification made to the social network links, the proposed approach guarantees that the distance between vertices in the modified social network stays as close as the original social network graph prior to the modification. Experimental evaluation shows that the proposed metric improves the utility preservation as compared to the number-of-change metric.

Demo Abstract: Disseminating WMSN Data by Using Social Network and Web

For smart cities applications, a key requirement is to disseminate data collected from both scalar and multimedia wireless sensor networks to thousands of end-users. Furthermore, the information must be delivered to non-specialist users in a simple, intuitive and transparent manner. In this context, we present Sensor4Cities, a user-friendly tool that enables data dissemination to large audiences, by using using social networks, or/and web pages. The user can request and receive monitored information by using social networks, e.g., Twitter and Facebook, due to their popularity, user-friendly interfaces and easy dissemination. Additionally, the user can collect or share information from smart cities services, by using web pages, which also include a mobile version for smartphones. Finally, the tool could be configured to periodically monitor the environmental conditions, specific behaviors or abnormal events, and notify users in an asynchronous manner. Sensor4Cities improves the data delivery for individuals or groups of users of smart cities applications and encourages the development of new user-friendly services.

Quantifying short-term dynamics of Parkinson's disease using self-reported symptom data from an internet social network

Background: Parkinson’s disease (PD) is an incurable neurological disease with approximately 0.3% prevalence. The hallmark symptom is gradual movement deterioration. Current scientific consensus about disease progression holds that symptoms will worsen smoothly over time unless treated. Accurate information about symptom dynamics is of critical importance to patients, caregivers, and the scientific community for the design of new treatments, clinical decision making, and individual disease management. Long-term studies characterize the typical time course of the disease as an early linear progression gradually reaching a plateau in later stages. However, symptom dynamics over durations of days to weeks remains unquantified. Currently, there is a scarcity of objective clinical information about symptom dynamics at intervals shorter than 3 months stretching over several years, but Internet-based patient self-report platforms may change this. Objective: To assess the clinical value of online self-reported PD symptom data recorded by users of the health-focused Internet social research platform PatientsLikeMe (PLM), in which patients quantify their symptoms on a regular basis on a subset of the Unified Parkinson’s Disease Ratings Scale (UPDRS). By analyzing this data, we aim for a scientific window on the nature of symptom dynamics for assessment intervals shorter than 3 months over durations of several years. Methods: Online self-reported data was validated against the gold standard Parkinson’s Disease Data and Organizing Center (PD-DOC) database, containing clinical symptom data at intervals greater than 3 months. The data were compared visually using quantile-quantile plots, and numerically using the Kolmogorov-Smirnov test. By using a simple piecewise linear trend estimation algorithm, the PLM data was smoothed to separate random fluctuations from continuous symptom dynamics. Subtracting the trends from the original data revealed random fluctuations in symptom severity. The average magnitude of fluctuations versus time since diagnosis was modeled by using a gamma generalized linear model. Results: Distributions of ages at diagnosis and UPDRS in the PLM and PD-DOC databases were broadly consistent. The PLM patients were systematically younger than the PD-DOC patients and showed increased symptom severity in the PD off state. The average fluctuation in symptoms (UPDRS Parts I and II) was 2.6 points at the time of diagnosis, rising to 5.9 points 16 years after diagnosis. This fluctuation exceeds the estimated minimal and moderate clinically important differences, respectively. Not all patients conformed to the current clinical picture of gradual, smooth changes: many patients had regimes where symptom severity varied in an unpredictable manner, or underwent large rapid changes in an otherwise more stable progression. Conclusions: This information about short-term PD symptom dynamics contributes new scientific understanding about the disease progression, currently very costly to obtain without self-administered Internet-based reporting. This understanding should have implications for the optimization of clinical trials into new treatments and for the choice of treatment decision timescales.

What value do users derive from social network applications?

Research on social networking sites like Facebook is emerging but sparse. This exploratory study investigates the value users derive from self-described ‘cool’ Facebook applications, and explores the features that either encourage or discourage users to recommend applications to their friends. The concepts of value and cool are explored in a social networking context. Our qualitative data reveals consumers derive a combination of functional value along with either social or emotional value from the applications. Female Facebook users indicate self-expression as important motivators, while males tend to use Facebook applications to socially compete. Three broad categories emerged for application features; symmetrical features can both encourage or discourage recommendation, polar features where different levels of the same feature encourage or discourage, and uni-directional features only encourage or discourage but not both. Recommending or not recommending an application tends to be the result of a combination of features and context, rather than one feature in isolation.

Improving matching process in social network

Online dating networks, a type of social network, are gaining popularity. With many people joining and being available in the network, users are overwhelmed with choices when choosing their ideal partners. This problem can be overcome by utilizing recommendation methods. However, traditional recommendation methods are ineffective and inefficient for online dating networks where the dataset is sparse and/or large and two-way matching is required. We propose a methodology by using clustering, SimRank to recommend matching candidates to users in an online dating network. Data from a live online dating network is used in evaluation. The success rate of recommendation obtained using the proposed method is compared with baseline success rate of the network and the performance is improved by double.