Know Your Users
Know your users (alternatively KYU) is a business process consisting in verifying the identity of users interacting with a website for the purpose of both assessing the probability of them resorting to illegal actions and determining their potential intentions in relation to the service provider to whom the website belongs. The phrase was coined by Nethone, a Polish company developing AI-powered anti-fraud and business intelligence solutions.
Context[edit]
The concept builds directly upon the idea behind KYC (Know your customer) and constitutes an extension of the notion. The process consists in a comprehensive, constantly exercised, in-depth, multidimensional profiling of all users who interact with specific online services. The main goal of KYU is to understand users, contrary to the common banking regulatory constraint KYC which stops at gathering a certain amount of information about a given client. Furthermore, the process commences the very moment the user enters into interaction with a website, not upon the checkout as in the case of KYC.
The KYU approach starts with the information gleaned through enforcing KYC, adds thousands of supplementary data points and augments their value by converting them into business decisions. Entities employing KYU receive data including but not limited to the most likely motivation for a user to visit the website and their intentions, particularly those linked to their shopping capacity and potential.
Machine Learning in KYU[edit]
The KYU processes demand an adequate cognitive apparatus, which encompasses databases, IT infrastructure and data science expertise. They rely on different artificial intelligence techniques such as: machine learning, deep learning and networks. These techniques are necessary in order to properly process the thousands of data points, especially unstructured data such as user behaviour. On the basis of theses techniques, predictions are conducted. They pertain to both the likelihood of the user having illegal intentions and the aspects of the service they will find most relevant.
See also[edit]
References[edit]
From KYC to KYU by Hubert Rachwalski. Know your user, rest will follow by Abhik Mandal Know Your User by Nick Dauchot Know Your User or Client Know Your User, Know Your Product - A Framework for Creating User-Driven Products
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