0 comments on “Machine Learning 101 to Boost your Predictive Analytics”

Machine Learning 101 to Boost your Predictive Analytics

Last Updated: 25-November, 2018

Predictive_Analysis_Machine_Learning

How to effectively use Machine Learning to boost your predictive analytics? 

First let’s try to understand the differences between Machine Learning and Predictive Analytics

Machine Learning Predictive Analytics
It is an overall term encompassing various subfields including predictive analytics. It can be treated as a subfield of machine learning.
Heavily coding oriented. Mostly standard software oriented where a user need not code much themselves
It is considered to be generated from computer science i.e. computer science can be treated as the parent here. Statistics can be treated as a parent here.
It is the technology of tomorrow. It is so yesterday.
It is machine dominated by many techniques that are hard to understand but work like charm like deep learning. It is user dominated with techniques that must be intuitive for a user to understand and implement.
Tools like R, Python, SaaS are used. Excel, SPSS, Minitab are used.
It is very broad and continuously expanding. It has a very limited scope and application.

75% of Business leaders state ‘growth’ as the key source of value from analytics but only 60% of those leaders have predictive analytics capabilities. So what’s preventing the businesses from achieving predictive analytics capabilities? The major roadblock is applying the right set of tools, which can pull powerful insights from this stockpile of data. But first, a big data system requires identifying and storing of digital information (lots of!!). Using Machine learning and Artificial Intelligence algorithms, businesses can optimize and uncover new statistical patterns which form the backbone of predictive analytics.

Forms of Data Analysis

Organization with huge data can begin analytics. Before beginning data scientists should make sure that predictive analytics fulfills their business goals and is appropriate for the big data environment.

Let’s take a quick look at the three types of analytics –

Descriptive analytics – It is the basic form of analytics which aggregates big data and provides useful insights into the past.

Predictive analytics – Next step in data reduction; It uses various statistical modelling and machine learning techniques to analyze past data and predict the future outcomes

Prescriptive analytics – New form of analytics which uses a combination of business rules, machine learning and computational modelling to recommend the best course of action for any pre-specified outcome.

Neural networks – Building blocks of Data Analysis

Neural network is a system of hardware and software mimicked after the central nervous system of humans, to estimate functions that depend on huge amount of unknown inputs. Neural networks are specified by three things – architecture, activity rule and learning rule.

According to Kaz Sato, Staff Developer Advocate at Google Cloud Platform “A neural network is a function that learns the expected output for a given input from training datasets”. A neural network is an interconnected group of nodes. Each processing node has its own small sphere of knowledge, including what it has seen and any rules it was originally programmed with or developed for itself.

Neural Network for predictive analytics

In short neural networks are adaptive and modify themselves as they learn from subsequent inputs. For example, below is a representation of a neural network that performs image recognition for ‘humans’. The network has been trained with a lot of sample human and non-human images. The resulting network works as a function that takes an image as input and outputs label human or non-human.

Neural network - Image recognition

Building predictive capabilities using Machine Learning and Artificial Intelligence

Let’s implement what we have learned about neural networks in an everyday predictive example. For example, we want to model a neural network for banking system that predicts debtor risk. For such a problem we have to build a recurrent neural network which can model patterns over time. RNN will require huge memory and a large quantity of input data. The neural system will take data sets of previous debtors. Input variables can be age, income, current debt etc  and provide the risk factor for the debtor. Each time we ask our neural network for an answer, we also save a set of our intermediate calculations and use them the next time as part of our input. That way, our model will adjust its predictions based on the input that it has seen recently.

Neural network - Debtor risk analysis

Uses cases for Machine Learning based predictive analytics

As Machine Learning and Artificial Intelligence landscape evolves predictive analytics is finding its way into more business use cases. Coupled with Business intelligence (BI) tools such as Domo and Tableau, business executives can make sense of big data.

Some prospective use cases for ML-based predictive analytics are:

E-commerce –  Using ML businesses can predict customer churn and fraudulent transaction. Also predicting which product customer will click on.

Marketing – There are many examples of ML in B2B marketing. Common use case is identifying and acquiring prospects with attributes similar to existing customers. They can also prioritize known prospects, leads, and accounts based on their likelihood to take action.

Customer service – Satisfaction Prediction made by Zendesk uses a machine learning algorithm to process results of historical satisfaction surveys, learning from signals such as the total time to resolve a ticket, response delay, and the specific wording of tickets cross-referenced with customer satisfaction ratings.

Medical Diagnosis – Medical professionals can use a program modelled using ML to predict the likeliness of a particular illness. The model will use a database of patient records and will make predictions based on symptoms exhibited by the patient.

Organizations and technology companies are employing machine learning based predictive analytics to gain an edge over the rest of the market. Machine learning advancements such as neural networks and deep learning algorithms can discover hidden patterns in unstructured data sets and uncover new information. But building a comprehensive data analysis and predictive analytics strategy requires big data and progressive IT systems.

1 comment on “Bitcoin Chart”

Bitcoin Chart

bitcoin-chart

At its simplest, Bitcoin is either virtual currency or reference to the technology. You can make transactions by check, wiring, or cash. You can also use Bitcoin (or BTC), where you refer the purchaser to your signature, which is a long line of security codeencrypted with 16 distinct symbols. The purchaser decodes the code with his smartphone to get your cryptocurrency. Put another way; cryptocurrency is an exchange of digital information that allows you to buy or sell goods and services.The transaction gains its security and trust by running on a peer-to-peer computer network that is similar to Skype, or BitTorrent, a file-sharing system.

This Infographic in this article describes the BCH chain of bitcoin, called Bitcoin Cash.

The BTC chain of bitcoin no longer resembles the Satoshi Nakamoto whitepaper, as BTC is instead pursuing a scaling approach that involves high fees on the main chain in order to force commerce onto layer-2 solutions (which have been in development for several years but are still not yet ready actual use).

What is Bitcoin? A Step-By-Step Guide For Beginners

Bitcoin emerged in 2008 just after Occupy Wall Street accused big banks of:

  • misusing borrowers’ money,
  • duping clients,
  • rigging the system,
  • and charging boggling fees.

Bitcoin pioneers wanted to put the seller in charge, eliminate the middleman, cancel interest fees, and make transactions transparent, to hack corruption and cut fees. They created a decentralized system, where you could control your funds and know what was going on.

Bitcoin has come far in a relatively short time. All over the world, companies, from REEDS Jewelers, a large jewelry chain in the US, to a private hospital in Warsaw, Poland, accept its currency.

Billion dollar businesses such as Dell, Expedia, PayPal, and Microsoft do, too. Websites promote it, publications such as Bitcoin Magazine publish its news, forums discuss cryptocurrency and trade its coins. It has its application programming interface (API), price index, and exchange rate.

Problems include thieves hacking accounts, high volatility, and transaction delays. On the other hand, people in third world countries may find Bitcoin their most reliable channel yet for giving or receiving money.

Bitcoin Chart

0 comments on “World Map – Country’s Tourism Slogan”

World Map – Country’s Tourism Slogan

All Country’s Tourism Slogan

Looking for a World Map with Slogans on Travel & Tourism? Holiday website Family Break Finder has collected all of them (except 38 countries that don’t have one) and put them on an interesting map.

Some tourism departments have clearly been working harder than others with a handful of countries opting for simple alliteration rather than trying anything fancy (“Incredible India”; “Beautiful Bangladesh”; “Pristine Paradise Palau”; “Brilliant Barbados”).

The Top 5 Best Tourism Slogans*

* according to our team

  1. Scotland – “A spirit of its own”
  2. Cape Verde – “No stress”
  3. Latvia – “Best enjoyed slowly”
  4. Norway – “Powered by nature”
  5. Austria – “Arrive and revive”

This slideshow requires JavaScript.

Here goes the Comprehensive list:

Albania – Go your own way!
Algeria – Tourism for everybody
Andorra – The Pyrenean Country
Antigua and Barbuda  – The beach is just the beginning
Argentina – Beats to your rhythm
Armenia – Visit Armenia, It is Beautiful
Australia – There’s NOTHING like Australia
Austria – Arrive and revive
Bahamas – Life Is Grand
Bahrain – Ours. Yours. Bahrain
Bangladesh – Beautiful Bangladesh
Barbados – Brilliant Barbados
Belarus – Hospitality Beyond Borders
Belgium – The place to be
Belize – Mother Nature’s Best-Kept Secret
Bhutan – Happiness is a place
Bolivia – Bolivia awaits you
Bosnia and Herzegovina – The heart of SE Europe
Botswana – Our pride, your destination
Brazil – Brasil – sensational!
Brunei Darussalam – A kingdom of unexpected treasures
Bulgaria – A discovery to share
Burundi – Beautiful Burundi
Cabo Verde – No stress
Cambodia – Kingdom of wonder
Cameroon – All of Africa in one country
Canada – Keep exploring
Chad – Oasis of the Sahel
Chile – All are welcome
China – China Like Never Before
Colombia – Colombia is magical realism
Costa Rica – Essential Costa Rica
Croatia – Full of life
Cuba – Autentica Cuba
Cyprus – Cyprus in your heart
Czech Republic – Land of stories
Denmark – Happiest place on Earth!
Djibouti – Djibeauty
Dominica – The nature island
Dominican Republic – Dominican Republic has it all
Ecuador – All you need is Equador
Egypt – Where it all begins
El Salvador – The 45 Minute Country
Estonia – Epic Estonia
Ethiopia Land of origins
Fiji – Where Happiness Finds You
Finland – I wish I was in Finland
France – Rendez vous en France
Gambia – The smiling coast of Africa
Georgia – For the best moments of your life
Germany – Simply inspiring
Greece – All Time Classic
Grenada – Pure Grenada
Guatemala – Heart of the Mayan World
Guyana – South America Undiscovered
Haiti – Experience It!
Honduras – Everything is here
Hungary – Think Hungary more than expected
Iceland – Inspired by Iceland
India – Incredible !ndia
Indonesia – Wonderful Indonesia
Iran – You Are Invited
Iraq – The Other Iraq (Kurdistan)
Ireland – Jump into Ireland
Israel – Land of Creation
Italy – Made in Italy
Jamaica – Get All Right
Japan – Endless discovery
Jordan – Yes, it’s Jordan
Kazakhstan – The land of wonders
Kenya – Magical Kenya
Kiribati – For travellers
Kyrgyzstan – Oasis on the Great Silk Road
Lao People’s Democratic Republic (Laos) – Simply Beautiful
Latvia – Best enjoyed slowly
Lebanon – Live Love Lebanon
Lesotho – The Kingdom In The Sky
Liechtenstein – Experience princely moments
Lithuania – Real is beautiful
Luxembourg – Live your unexpected Luxembourg
Macedonia – Macedonia Timeless
Madagascar – A genuine island, a world apart
Malawi – The warm heart of Africa
Malaysia – Truly Asia
Maldives – The sunny side of life
Malta – Truly Mediterranean
Mauritius – It’s a pleasure
Mexico – Live It to Believe It
Micronesia (Federated States of) – Experience the warmth
Monaco – Easy going Monaco
Mongolia – Go Nomadic
Montenegro – Wild Beauty
Morocco – Much mor
Mozambique – Come to where it all started
Myanmar – Let the journey begin
Namibia – Endless horizons
Nepal – Once is not enough
Netherlands – The original cool
New Zealand – 100% Pure
Nicaragua – Unica. Original!
Nigeria – Good people, great nation
Norway – Powered by nature
Oman – Beauty has an address
Pakistan – It’s beautiful, it’s Pakistan
Palau – Pristime Paradise Palau
Panama – Panama Surprises
Papua New Guinea – A million different journeys
Paraguay – You have to feel it!
Peru – Land of the Incas
Philippines – It’s more fun in the Phillipines
Poland – Move your imagination
Portugal – Europe’s West Coast
Qatar – Where dreams come to life
Republic of Korea (South Korea) – Imagine your Korea
Republic of Moldova – Discover the routes of life
Romania – Explore the Carpathian garden
Russian Federation – Reveal your own Russia
Rwanda – Remarkable Rwanda
Saint Kitts and Nevis – Follow your heart
Saint Lucia – Simply beautiful
Saint Vincent and the Grenadines – Discover SVG
Samoa – Beautiful Samoa
San Marino – San Marino For All
Saudi Arabia – Experience to discover
Serbia – My Serbia
Seychelles – Another world
Sierra Leone – The freedom to explore
Singapore – Your Singapore
Slovakia – Travel in Slovakia – Good idea
Slovenia – I feel SLOVEnia
Solomon Islands – Seek the unexplored
South Africa – Inspiring new ways
Spain #spainindetail
Sri Lanka – Wonder of Asia
Suriname – A Colorful Experience… Exotic beyond words
Swaziland – A royal experience
Switzerland – Get natural
Syrian Arab Republic – Always Beautiful
Tajikistan – Feel the friendship
Thailand – Amazing Thailand. It begins with the people
Timor-Leste – Being first has its rewards
Tonga – The true South Pacific
Trinidad and Tobago – The true Caribbean
Tunisia – I feel like Tunisia
Turkey -Be our guest
Tuvalu – Timeless Tuvalu
Uganda – You’re welcome
Ukraine – It’s all about U
United Arab Emirates – Discover all that’s possible
United Kingdom of Great Britain and Northern Ireland – Home of amazing moments
United Republic of Tanzania – The land of Kilimanjaro, Zanzibar and the Serengeti
United States of America – All within your reach
Uruguay – Uruguay natural
Uzbekistan – Naturally Irresistible!
Vanuatu – Discover what matters
Venezuela – Venezuela is your destination!
Vietnam – Timeless charm
Zambia – Let’s explore
Zimbabwe – A world of wonders

Source: Google Docs

0 comments on “Realtime – Flight Information”

Realtime – Flight Information

COURTESY OF FLIGHTRADAR24.COM

Flight Tracker Visualizes June 30 as one of the Busiest Days ever in Air Travel

The best live flight radar app I have ever used – Flight Radar 24.

The skies look a lot more crowded today than they did a century ago.

At any given moment, there are 9700 airplanes traveling through the air on average. Saturday, June 30 was an especially busy day for air travelers: Flightradar24 recorded 202,157 flights, the most the flight-tracking app has ever documented in a single day.

Since 2006, people have used Flightradar24 to see visualizations of aircraft making trips around the world.

Each tiny yellow plane depicted on their map uses data from airlines and airports, and users can click the icons to learn the route, model, speed, altitude, and departure and arrival time of each craft.

Flightradar24 is a Swedish internet-based service that shows real-time commercial aircraft flight information on a map. It includes flight tracks, origins and destinations, flight numbers, aircraft types, positions, altitudes, headings and speeds.

1 comment on “The Gelmer Funicular in Switzerland – Steepest in Europe”

The Gelmer Funicular in Switzerland – Steepest in Europe

Planning for a Switzerland trip? Then do ride the best Switzerland Mountain Coaster which has a speed of 2mt/sec.

Speed 2 metres per second (6.6 ft/s)
Journey time 10 mins
Capacity 24 passengers per car; 60 persons in each direction per hour

The Gelmer Funicular is a funicular railway in the canton of Bern, Switzerland. Are you looking for things to do in Switzerland and also ready for an adrenaline rush? Then watch this video !!!

With an inclination of up to 106% (no, that’s not a typo), this funicular is the steepest of its kind in Europe. It was originally built to transport heavy construction materials for the Gelmer dam, however, nowadays it is open for adventure-seeking hikers.

It’s not that high speed as it looks, although it’s just that the filming is high speed.

It’s a cog railroad, slow and steady and very safe.

In a blink, the funicular makes its way to the Gelmer valley 1860 meter above sea level.

It’s a Great adventure ride for families and anyone who enjoys glacier-covered mountain views without the effort.

There’s just one more thing: to reach the funicular you have to cross the Handeck suspension bridge, which hangs some 70 metres above the Handeck Gorge.

Venue name: Gelmer Funicular
Contact:
Address: Guttannen 
Opening hours: The line operates from the beginning of June through to mid-October, in daylight hours only.

RELATED POSTS: Beautiful Moraine Lake – “Photography is the story I fail to put into words”

MOVIES: 

Manikarnika: The Queen of Jhansi

Hrithik Roshan’s Super 30 posters.

ARTWORK:

Top 5 Realistic Drawings and Sketches

Simple Artwork to Relieve Stress

1 comment on “Top Realistic Drawings and Sketches”

Top Realistic Drawings and Sketches

Wondering how artists draw such beautiful illustrations by pencil? Below are 5 of these mind-blowing realistic images and drawing ideas that are hand-drawn. Seriously these are easy sketches to draw and look like beautiful pictures !!!

Best Drawings

Isn’t it gorgeous? It looks like a classic marble statue.

Best Drawing Sketch

Rhye

Below is a portrait of it’s Singer, Michael Milosh who’s known professionally as Milosh. He is a Canadian electronic musician from Toronto, Ontario, who is currently based in Los Angeles, California.

Sketch_of_Singer_Rhye

The Butterfly Man

In The Golden Circle it’s revealed that Harry Hart never actually died in the first film.

Painting_Harry_From_Kingsman

Soft Pastel Drawing

Put your best pencils and doodle art to one side – it’s time to delve into the art of pastel drawing. In use by artists for centuries, pastels are an especially portable medium, enabling you to create colourful art with no need for water, brushes or palettes.

What exactly is a pastel?

A pastel is an art medium in the form of a stick, consisting of pure powdered pigment and a binder. The pigments used in pastels are the same as those used to produce all colored art media, including oil paints; the binder is of a neutral hue and low saturation. The color effect of pastels is closer to the natural dry pigments than that of any other process.

Soft_Pastel_Drawing.jpg

Deal with Back Stabbers

People will stab you in the back and then ask why are you bleeding. This Illustration shows “I am still Okay after the Back Stab”

Still_Ok_After_the_Backstab.jpg

Best Sketch

An illustration of a Beautiful Sad Girl Drawing Image.

Potrait_Sketch_Girl_Next_Door

 

It’s a simple Watermelon

easy drawing and painting

A digital painting with pencil and charcoal brushes created recently. I’m learning to use the digital art

Best Digital Painting

RELATED POST: Simple Artwork to Reduce Stress

1 comment on “Best SEO tricks from TOP SEO Experts – Quick 14 Steps”

Best SEO tricks from TOP SEO Experts – Quick 14 Steps

Generate Premium Traffic from US and Canada

Do you want to know the best SEO tricks from online marketing gurus?

I’m talking about Neil Patel, Brian Dean, Robbie Richards, Ramsay Taplin and Bryan Harris!

And I’m going to reveal these experts’ secrets and tricks in this article!

I analyzed the most shared and highest-traffic articles to discover the secrets of their success.

Apply these simple SEO tips for the fast growth of your own blog or website!

Top SEO Tricks:

  1. Optimize and compress images in exchange for a faster loading time. Use Photoshop, or tools such as ImageOptim, Kraken.
  2. Test different hosting providers and choose the fastest one. Find out where your competitors place their sites and compare the loading speed. (WebhostingHero and Pingdom will help you.) My personal choice – SiteGround!
  3. Write a unique CTA in headlines and in the title tag of your page. Pay attention to your competitors’ headlines when you get the results of typing keywords in the search engine. You will also understand what types of posts are the most popular.
  4. Describe your meta description with a call to action. It is best to limit it to 117 characters so that mobile phone users can see your full description.
  5. Optimize your content for long tail and other relevant queries. Analyze the content of your competitors’ pages on your queries, including what words they use. You must use all the words that are relevant to the user’s question, and what he or she (and a search engine) should expect to find on your page. A comprehensive answer will always be rewarded.
  6. Create high-quality, well-researched content with data and explanatory images. It won’t be easy to make your way through content marketing if you write short features. In this niche, the length of posts is very important, and each one ought to add up to a minimum of 4,000 words. Update your content so that it always remains fresh and topical.
  7. Lead the user wisely. Keep your goals in mind when you write each post. If your goal is to sell something, create a sales tunnel, and try even the most absurd options. Sometimes success comes from where you expect it the least.
  8. Check your posts for any broken links from time to time. (Screaming Frog SEO Spider is the best helper!) Neither the user nor the search engine likes malfunctioning links. We access them and find ourselves face-to-face with a 404 error page, which means we will likely leave the page forever. It is essential that you customize your 404 page.
  9. An internal link is still a link! Do not write your posts just like that, without taking a second look. You should always have the internal structure of your blog right before your eyes. Each new post is a part, an item in your promotional strategy. Reinforce and nourish these posts with other articles, by offering internal links to the posts that are useful for you and your readers.
  10. Use outbound links! Do not be afraid to refer to other bloggers or influencers in your niche. Help people find the answers to their questions right on your page. This will be the first step toward building a mutually beneficial relationship.
  11. Don’t get too relaxed with the promotion of your posts. As far as I am aware, backlinks are still quite relevant! Even if you’ve become an expert, and your blog has a huge traffic ranking, you need to keep building partnerships with other bloggers, giving interviews, commenting on other posts in the thematic groups and communities on Google +, LinkedIn, GrowthHackers. This is business, and the rules are the same throughout. You need the team, and you definitely need assistants.
  12. Focus only on functioning traffic sources. Do not deplete your energy by doing everything at once. Find out where your target audience is and play off of that.
  13. Invest money in your future. Paid and custom images, the set of SEO tools — you have to pay for everything, and that is absolutely normal. Everything will pay off when people start paying you!
  14. Be yourself. We love individuality and idealize experts, but these are the same people who were just beginning their careers some time ago. Make mistakes and move forward, and know that hard work will always be rewarded, no matter what obstacles you face. Come up with your own SEO tricks, like Brian Dean and his legendary Skyscraper Technique.
3 comments on “Simple Artwork to Relieve Stress”

Simple Artwork to Relieve Stress

Amaterasu Best Drawing and Painting

Amaterasu Omikami (‘the great divinity illuminating heaven’) is the sun goddess, the most important deity of the Shinto religion and ruler of Takama no Hara (the High Celestial Plain), the domain of the kami or spirits.

Also known as Oho-hir-me-no-muchi or Amaterasu-oho-hiru-me, Amaterasu is the daughter of Izanami and Izanagi who made their daughter ruler of the sky. When her father Izanagi escaped from his visit to the underworld he had to perform a cleansing ritual in the river Woto and it was then, from the god’s left eye, that Amaterasu was born. She is also the elder sister of Susanoo (or Susa-no-wo) the storm god. Amaterasu constantly quarrelled with her mischievous younger brother and finally having enough, she exiled him from heaven.

How to relieve stress using Art

Ever heard that you can use the benefits of art to express your creative side and also to reduce stress? Yes, it’s true that creating Artwork can really minimize anxiety and lift your mood.

So next time when you are stressed, maybe your answer could lie in the pages of a sketchbook. Don’t worry, everyone is not good at art and to be honest, it doesn’t really matter.

Wondering Why??? Okay, let me explain. Even if you are NOT good at sketching, or artwork, you can simply color Pictures that Can help Relieve Anxiety. In this technique, no Drawing Skills are Necessary.

We all understand and current medical studies also show how chronic stress negatively impacts health, potentially compromising numerous systems in the body leaving us more vulnerable to a lot of health issues. So, here are TOP proven techniques of creating artwork that can reduce stress:

1. Drawing to have a relaxation response.

Grab a pencil or sketch-pen. The repetitive and rhythmic motion of drawing helps synchronize hand and eye, body and mind, and can be used as a relaxation response.

Drawing is a right side brain activity, while stress occurs in the left side of the brain, since it is what handles logic and emotional aspects of your life. When you draw it shifts activity to the right side of the brain, which is the creative side, relieving stress and thoughts that the right brain is placing on you.  It is very rewarding to create a sketch or painting.

Drawing is similar to meditation, but in a more “productive” form.

2Release Emotion onto your page.

Without intending to draw anything in particular, simply apply your drawing utensil to a blank sheet of paper. Close your eyes. Focus on whatever emotions you’re feeling and would like to get rid off. Allow your emotion, not your mind, to dictate the movement of the pen, pencil or sketch-pen. Whatever comes out on the page is simply an expression of what you’re feeling.

Try this and you will definitely feel a lot more relaxed.

3Realize that the WORLD isn’t perfect, but it’s colorful.

The most beautiful things in this world have character and experience built into them. Imagine drawing the various shades of a morning sunshine, the dark side of night, or a budding flower. With artwork, you will realize how beautiful this world is.

4. Share your Artwork

An exquisite piece of artwork can easily be shared and bring a “smile” to the person who’s admiring it.

RELATED POSTS: The World’s first Oil Painted Movie

 

 

1 comment on “Beautiful Moraine Lake – “Photography is the story I fail to put into words””

Beautiful Moraine Lake – “Photography is the story I fail to put into words”

IMG_3474 (1).jpg

A beautiful picture of Moraine Lake, which is a glacially fed lake in Banff National Park, 14 kilometres outside the Village of Lake Louise, Alberta, Canada. It is situated in the Valley of the Ten Peaks, at an elevation of approximately 6,183 feet.

Saskatoon – First Snowfall 2018

1 comment on “Do you know how advertisers track you online to show only relevant ads? Convenience Vs Privacy!”

Do you know how advertisers track you online to show only relevant ads? Convenience Vs Privacy!

Privacy.jpg

Have you ever thought how different advertisements are served online to people based on their search criteria? What’s the science behind it? Let’s say you are searching for furniture online, how come the entire world of Web knows your behavior?

Being a techie myself, I was really curious to get an answer and started digging into the details. Luckily few of my mentors are big shots in the advertising industry and they had the answers.

The content that you search on the Web, may look as if it’s coming from one single Web page with text and graphics, however in reality it is assembled from multiple different channels, and these different sources can be a variety of different companies.

In fact there is:

  • A content which is “visible” to you.
  • And a content “invisible” to you, but “visible” to the companies purely for the purpose of tracking your behavior or patterns.”

The ads we see now-a-days are often the product of digital “stalking” as companies try to track our browsing patterns.

Understanding cookies

We all understand that cookies are small bits of text that are downloaded as you surf the web. Their purpose is to carry bits of useful information about your interaction with the website that sets them.

Cookies are harmless in the sense that they do not contain software programs, and so cannot install anything on a computer.

Generally they do not contain any information that would identify a person as such and contain a string of text or “unique identifier” which acts like a label. When a website sees the string of text it set in a cookie, it knows the browser is one it has seen before.

Cookies can be used for a variety of reasons:

– to help remember your preferences on a site
– to understand how you and other users are using the site

The cookies that appear to be harmful, are the ones which are used for managing the advertising you see on a website. This is the case when websites set a cookie from a separate advertising delivery company.

This cookie has the ability to record when and where you viewed an advertisement. The cookie then sends this information to it’s owner, who records this data and uses it to make sure you don’t see the same advertisement too many times.

If websites choose to pool some of the information this type of cookie collects as part of an ad network, the systems used by advertising delivery companies can create “segments” of browsers that display similar behaviours.

They will then use this to try to draw conclusions about what the people behind the browsers might be interested in: “vacations” or “sports gears” etc.

There is another technology that can follow you from site to site, tracking your actions, and compiling the details into a database, usually by a pseudo name or identifier. This way it knows when you come back, and it knows to look you up, and based on what it has profiled about you in the past, it will treat you accordingly and decide which advertisements to give you, sometimes how to personalize content to you, and so on.

Unfortunately, users really don’t know exactly what data they are collecting, or what they might use it for.

What is known is that data is collected, analyzed, and used to target us with relevant ads.

The worrying part is that it’s not just tracking, but using the data to do data mining and see what you can infer about that person’s behavior and their preferences.

We also have more to worry about than just the advertisers!