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Digital marketing program design based on abnormal consumer behavior data classification and improved homomorphic

Jun Cui1, Hao Jiang2, Zhendan Xu3

  • 1Business School, Hohai University, Nanjing, Jiangsu, China.

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|December 11, 2023
PubMed
Summary
This summary is machine-generated.

This study introduces a novel digital marketing framework using consumer data and homomorphic encryption. The enhanced model achieves high accuracy in classifying online consumption data, improving market insights and marketing strategies.

Keywords:
CatBoost-RBFConsumer dataHomomorphic encryption algorithmMarketing Strategy

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Area of Science:

  • Computer Science
  • Data Science
  • Cybersecurity

Background:

  • Digital marketing relies heavily on consumer data, raising privacy concerns.
  • Existing encryption methods may not efficiently handle complex consumer datasets.
  • Homomorphic encryption offers a promising solution for privacy-preserving data analysis.

Purpose of the Study:

  • To develop a privacy-preserving digital marketing framework using homomorphic encryption and consumer data.
  • To enhance homomorphic encryption for processing rational numbers in consumption data.
  • To improve the accuracy and efficiency of online consumption data classification.

Main Methods:

  • Utilized GridSearch with the CatBoost model to process leaf nodes.
  • Employed a radial basis function (RBF) layer to map leaf nodes.
  • Integrated an enhanced homomorphic encryption algorithm with the Chinese Remainder Theorem for decryption.

Main Results:

  • Achieved an Area Under the Curve (AUC) of 0.66.
  • Reached a classification accuracy of 98.56% for online consumption data.
  • Obtained an F1-score of 98.41, demonstrating strong model generalization.

Conclusions:

  • The proposed framework offers a stable, secure, and efficient solution for market insights.
  • Enhanced homomorphic encryption effectively preserves privacy while processing rational numbers.
  • The model enables precise, real-time market analysis for optimizing digital marketing strategies.