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http://dx.doi.org/10.13089/JKIISC.2009.19.6.121

The Evaluation for Web Mining and Analytics Service from the View of Personal Information Protection and Privacy  

Kang, Daniel (Graduate School of Information Management and Security, Korea Univ.)
Shim, Mi-Na (Graduate School of Information Management and Security, Korea Univ.)
Bang, Je-Wan (Graduate School of Information Management and Security, Korea Univ.)
Lee, Sang-Jin (Graduate School of Information Management and Security, Korea Univ.)
Lim, Jong-In (Graduate School of Information Management and Security, Korea Univ.)
Publication Information
Journal of the Korea Institute of Information Security & Cryptology / v.19, no.6, 2009 , pp. 121-134 More about this Journal
Abstract
Consumer-centric marketing business is surely one of the most successful emerging business but it poses a threat to personal privacy. Between the service provider and the user there are many contrary issues to each other. The enterprise asserts that to abuse the privacy data which is anonymous there is not a problem. The individual only will not be able to willingly submit the problem which is latent. Web traffic analysis technology itself doesn't create issues, but this technology when used on data of personal nature might cause concerns. The most criticized ethical issue involving web traffic analysis is the invasion of privacy. So we need to inspect how many and what kind of personal informations being used and if there is any illegal treatment of personal information. In this paper, we inspect the operation of consumer-centric marketing tools such as web log analysis solutions and data gathering services with web browser toolbar. Also we inspect Microsoft explorer-based toolbar application which records and analyzes personal web browsing pattern through reverse engineering technology. Finally, this identified and explored security and privacy requirement issues to develop more reliable solutions. This study is very important for the balanced development with personal privacy protection and web traffic analysis industry.
Keywords
Personal Information Protection and Security; Web Mining and Analytics Service; Privacy Evaluation;
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