Page 415 - Using MIS

MyMISLab 383

e. How could you use this data to determine that a giv- d. Describe how you can use this log data to determine
en IP address is used by more than one person? users who consistently seek the latest fashion.
f. How does having this data give you a competitive e. Explain why uses like those in c and d above are only
advantage vis-à-vis other ad-serving companies? possible with MapReduce or a similar technique.
9-18. Suppose you are an ad-serving company, and you have 9-19. As stated, third-party cookies usually do not contain, in
a log of cookie data for ads served to Web pages of all themselves, data that identifies you as a particular per-
your customers (Amazon, Facebook, etc.). son. However, Amazon, Facebook, and other first-party
a. Describe, in general terms, how you can process the cookie vendors know who you are because you signed
cookie data to associate log entries for a particular IP in. Only one of them needs to reveal your identity to
address. the ad-server, and your identity can then be correlated
b. Explain how your answers to question 9-10 change, with your IP address. At that point, the ad-server and
given that you have this additional data. potentially all of its clients know who you are. Are
c. Describe how you can use this log data to determine you concerned about the invasion of your privacy that
users who consistently seek the lowest price. third-party cookies enable? Explain your answer.

MyMISLab ™

Go to mymislab.com for Auto-graded writing questions as well as the following
Assisted-graded writing questions:

9-20. Reflect on the differences among reporting systems, data mining systems,
and BigData systems. What are their similarities and differences? How do
their costs differ? What benefits does each offer? How would an organization
choose among them?
9-21. Install Firefox, if you do not already have it, and then install the Lightbeam
add-on. Visit the sites you normally visit first thing in your day.
a. How many third-party sites are you connected to?
b. Find doubleclick in the Lightbeam display. List the companies that
doubleclick is connected to that you did not visit.
c. Choose one of the companies in your answer to question 9-21b. Google it
and describe what it does.
9-22. Suppose you are a member of the Audubon Society, and the board of the
local chapter asks you to help it analyze its member data. The group wants
to analyze the demographics of its membership against members’ activity,
including events attended, classes attended, volunteer activities, and donations.
Describe two different reporting applications and one data mining application
that they might develop. Be sure to include a specific description of the goals
of each system.