Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Please click for more information, or scroll down to pass the ad, or Close Ad.
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Vblock™ Systems:
Advanced converged infrastructure
increases productivity & lowers costs.

www.vce.com
World Wide Web
Tame your scariest paperwork. Find Out How
Average Rating:
Rate this article:  
The Next Big Data Frontier: Your Every Cursor Move
The Next Big Data Frontier: Your Every Cursor Move

By Barry Levine
October 31, 2013 1:57PM

    Bookmark and Share
Behavioral marketing that captures what the user is doing without the user's conscious consent mirrors the cookie-based tracking of users across Web sites for the delivery of online ads that relate to a user's perceived interest. Such practices inevitably raise questions about privacy. Facebook is looking at tracking users' cursor movements.
 



Imagine that a Web site could track where your cursor was pointing. Now imagine this is happening on the largest social network in the world, Facebook.

On Wednesday, The Wall Street Journal reported that the site is testing technology that could collect such data as how long a user's cursor hovers over a given part of a Web site, or whether a user's Newsfeed is showing. The newspaper cited an interview it conducted with Ken Rudin, head of Facebook's analytics. Prior to Facebook, Rudin was vice president of analytics and platform technologies at the Zynga game company.

Rubin said that the collection of such data could be added to the company's data warehouse, where analytical engines can glean insights from the mass of Big Data and can guide the direction of new products undertaken by Facebook or the placement of advertising by outside sponsors.

Behavioral, Demographic Data

Building profiles of this kind of behavioral data would add to the growing store of demographic data that Facebook has been constructing about its users. Currently, Facebook demographic data includes the social graph of one's friends and the kinds of things one "likes," while the new behavioral data collection could greatly expand the company's collection of how users act.

Rudin said that it wasn't clear when these enhanced methods of collecting behavioral data will be rolled out, but that a decision will "probably" be made within a few months. He is preparing for a large rollout, with a large increase in Facebook's infrastructure so that it can handle larger amounts of data.

Some other sites already use such behavioral tracking, such as the photo marketplace Shutterstock, which similarly tracks where cursors are and how long they hover over an image before a purchase.

The collection of such behavioral data is driven in part by the interest of marketers in behavioral marketing. In July, for instance, industry research firm Forrester Research released a report on the subject, "Use Behavioral Marketing to Up the Ante in the Age of the Customer."

'Gaze Tracking System'

The use of behavioral marketing, where brand messages or product offers are triggered by user action, is made possible on a large scale by the growth in the use of marketing automation systems. Previously, many of the behavioral triggers in marketing automation systems have been functions that the user is consciously performing, such as placing an item into a shopping cart, which could then trigger an offer for a discounted purchase of a related item.

But behavioral marketing that captures what the user is doing, without the user's conscious consent or understanding, mirrors the cookie-based tracking of users across Web sites for the delivery of online ads that relate to a user's perceived interest. Such practices inevitably raise questions about whether this data collection has crossed a line of privacy, where the user has a reasonable expectation that their browsing -- the online equivalent of looking -- is being followed.

This kind of tracking could become even more pronounced as computing devices increasingly respond to gazes, voice commands, hand gestures, body positions, and other real-world behavior. This is more than just conjecture. In August, Google received a patent for a "gaze tracking system" in which an image recognition algorithm creates and transmits a log of what a user is seeing through an interactive headgear, like Google Glass, resulting in a model of that user's "psychographic self" for marketers.
 

Tell Us What You Think
Comment:

Name:



APC has an established a reputation for solid products that virtually pay for themselves upon installation. Who has time to spend worrying about system downtime? APC makes it easy for you to focus on business growth instead of business downtime with reliable data center systems and IT solutions. Learn more here.


 World Wide Web
1.   Verizon Report Exposes Cyberthreats
2.   Aereo CEO Speaks Out on Future
3.   Mobile Ad Platform From Facebook?
4.   How Are Web Sites Post-Heartbleed?
5.   White House Updating Privacy Policy


advertisement
How Are Web Sites Post-Heartbleed?
Questions on open source, security.
Average Rating:
Heartbleed Exploit Could Cost Millions
But it could have been prevented.
Average Rating:
Don't Reset Passwords for Heartbleed?
Added caution needed to ensure security.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Verizon Data Breach Report Exposes Top Threats
Beyond Heartbleed, there are cyberthreats vying to take down enterprise networks, corrupt smartphones, and wreak havoc on businesses. Verizon is exposing these threats in a new report.
 
Where Do Web Sites Stand, Post-Heartbleed?
A security firm says the vast majority of Web sites have patched themselves to protect against the Heartbleed bug, but now there are questions raised on the reliability of open-source programs.
 
White House Updating Online Privacy Policy
A new Obama administration privacy policy explains how the government will gather the user data of online visitors to WhiteHouse.gov, mobile apps and social media sites, saying much is in the public domain.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | Small Business | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters | XML/RSS Feed

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.