Behavior Informatics to Discover Behavior Insight for Active and Tailored Client Management
Longbing Cao · 2017
Behavior is ubiquitous, and behavior intelligence and insight play an important role in data understanding and business problem-solving. Behavior Informatics [1,2] emerges as an important tool for discovering behavior intelligence and behavior insight. As a computational concept, behavior captures the aspects of the demographics of behavioral subjects and objects; social relationships or norms governing the interactions between behaviors of an individual or a group; behavior sequences or networks and their dynamics; and the impact or effect generated by the behaviors undertaken by subjects on objects. Accordingly, a behavior model [2] captures the subject and the object of a behavior or behavior sequence, the activities conducted by its subject on objects, and the relationships between activities; behavior subject, object, activities and relationships are characterized by their respective attributes. As a result, a behavior is represented as a behavior attributes-based vector; and a subject's behaviors at a time period form a vector-based sequence, namely, represented as a behavior attribute vector-based matrix [3]. With such behavior modeling and from the informatics perspective, behavior informatics takes a top-down approach to systematically and deeply represent, model, reason about, and aggregate behaviors [4]; and a bottom-up approach to analyze and learn behavior occurrences, non-occurrences, dynamics, impact, and utility [2].