Cyber Security Management Plan on E-Marketing

This report discusses and evaluates the cyber-security management plan of an online shopping site, focusing on the case of eBay hack in 2014. It explores the potential security issues in e-marketing and suggests methods to prevent illegal hacking.

Running head: CYBER SECURITY MANAGEMENT PLAN ON E-MARKETING
CYBER SECURITY MANAGEMENT PLAN ON E-MARKETING
Name of the student
Name of the University
Author note

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Table of Contents
Introduction....................................................................................................................2
Discussion......................................................................................................................3
History of the organization and the incident..............................................................3
Project details.................................................................................................................5
Rise of online shopping:.............................................................................................5
Cyber security:...........................................................................................................6
Cyber crime:...............................................................................................................7
Use of phishing in eBay hack case:............................................................................7
Importance of network security:................................................................................8
Management plan on cyber security for eBay:........................................................10
The reputation of the company after the attack:.......................................................13
Conclusion:..................................................................................................................14
References:...................................................................................................................15

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Introduction
The aim of the report is to discuss and evaluate about the cyber-security management
plan of an online shopping site. In this case, we have chosen the case of eBay hack to
evaluate the cyber security position of the organization and what steps should have been
implemented to prevent them from the massive attacks by the hackers in the year of 2014.
The potential security issue in the business that comes through internet is evaluated in the
report. The hackers have included different type of attacks like phishing, impersonation,
source cracking and malware attacks in the server network of the organization (Cummings et
al., 2012). The phishing has resulted in defaming of the organization image. The people had
lost their faith on the company for the company structures and on the brand. The users could
have filed a lawsuit, which could have worsened the situations. Moreover, the credit card
fraud has created more intolerance to the customers of eBay (Almomani et al, 2013). This
report suggests the methods of creating a firewall to the hackers to restrict them from the
illegal hacking process on the e-marketing sites to buy the products directly from the vendors
of different area or nation.
The products that are bought by the customers are directly delivered to their doorsteps
without visiting the showrooms or shops (Bhatt, Manadhata & Zomlot, 2014). This has
become the most popular and rising business scope these days. This includes the sharing of
the personal bank details with the organization. Sometimes the low secured network allows
the hackers to crack the system and rob the account details of the users resulting in theft of
money from the user’s bank account (Denning, 2014). This report mainly focuses on the
cyber security incident that infringed valuable customer and organizational information. The
project also assesses the need for cyber security in all customer information organizations
(Kahate, 2013). Cyber security refers to the protection process on the systems that fully runs

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on the internet. The hardware as well as the part of software mechanism is included in the act
of the data protection. The data protection is the protection generally offered to restrict the
attacks on the web which is generally termed as the cyber security. This allows preventing the
access of unauthorized data from the centers of the data that are being intentionally accessed
(Holiday, 2014).
Discussion
History of the organization and the incident
The online marketing company eBay is a multinational e-Commerce Company that is situated
in the San Jose, California. The aim of the company is to provide new generation facilities to
the consumer sales via their own marketing website (Teo, Toh & Chung, 2015). Pierre
Omidyar founded eBay in the starting of the year of 1995. The company soon became very
popular among the world and made a remarkable success story of the website creating a
greater impact in the business profile making themselves a huge profit earning organization.
It was recorded during the years of 2011 that eBay has become a multibillion- dollar business
that has been operated over thirty countries approximately (Biedermann & Szefer, 2014). The
eBay website that is used by the customers or the users are managed and developed by their
own organization developers. The eBay is an online auctioning website. The users and
business professionals situated worldwide are able to buy and sell a wide and variety range of
products that is delivered to their door steps (Tsai & Chan, 20014). The users or buyers can
use the website with no additional costs for using the website for buying or listing the
products. There are limited numbers of free listings, and after that there is an charged
imposed of a certain charge that is charged on the vendor by the retailer. The organization of
eBay primarily had original auction style sales. After reaching the needs of the users and
surveying on the public demands, the eBay officials decided to develop the website with new

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features. They expanded with the business and included the instant buy it now shopping
feature. They also included the features like Universal Product Code, ISBN number and SKU
number enabled shopping. The eBay implied a great promotional strategy by using their
online classified advertisement methods. For more expansion in the business structure they
introduced the system of buying online event trading tickets along with other services (Von
Solms & Van Niekerk, 2013). The eBay offered online money transaction, including money
transfer services which was a self owned subsidiary that was got in affect from 2002 to 2015
by the eBay . The company revealed about the hack on the May 21, 2014, which stated about
the infringement and leak of the consumer database that consisted of usernames, phone
numbers, physical addresses and passwords (Weimerskirch & Gaynier, 2015). This whole
incident took place between the end of February and the early of March of 2014.
After the incident came to the news and public notice, all the users of the eBay
website were directly advised to change their passwords. Realizing the importance and
vulnerability of the hack attack, the eBay officials introduced a change password feature just
after the confirmation of the attack. The system was implemented into to the user profiles
(Tihanyi et al., 2014). The attack was taken over by the Syrian Electronic Army. The SEA
said that although. There was a lack of creating and maintaining a separate small team to
manage short segments of the organization, such as keeping the company's firewall, which in
this case was most needed. The creation of a structure that is in top-down and bottom-up
level of communication framework to investigate on both the designation of these resources
is extremely important to prevent future security breaches by an organization (Szoldra, 2015).
The eBay requested users to change their passwords due to the security breach. The
passwords were asked to change as the hacker could use the same password to access the
user's eBay account or other accounts (Sidhu, Sakhuja & Zhou, 2014). Although financial

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information was not taken, it is essential to note that, given the latest infringement at Target,
eBay was in the spotlight at the time.
Project details
Rise of online shopping:
The structure of the form of electronic commerce that helps and enables the people all
over the world to buy any kind of products or goods that is serviced directly from a vendor
who has listed his product on the website of the e-marketing company is known as the
process of online shopping. The users have to visit the website through their browsers and
find a product they desire to buy from the listed materials listed by the vendors. The users
can use several search engines for shopping with alternative vendors to see the prices of the
productivity and availability of the product on the list. Online shoppers have to make
payments generally by using a credit card or PayPal account. There are some systems
available on the search engines that allows the users or buyers to create an account for
alternative methods of paying like cash on delivery and use of gift, coupon cards or use of
debit cards and electronic money payment (Shanmugapriya, 2013). Beside of having multiple
of advantages on both the retailer end and the customer’s ends, there are several risks and
disadvantages of the online marketing firms due to low maintenance and security of their
servers and networks.
There is a high risk of attacks by the hackers where the hacker groups may attack the network
server of the company and break into the website. This enables the hackers to steal the
address, names and even the credit card information that have been shared by the users for
the transactions after buying a product. The feature of payment card industry data security
standard has been implied by almost all the organizations to restrict the breaches by the
hackers (SAULLO & GUTTADORO, 2016). The consumers and the organizations are still

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worried on the matter of identity theft. In the 2000s, a number of high profile break-ins
happened on some U.S. states to require consumer disclosure during the incident
(Rosenzewig, 2014). Another danger that has been identified is the Phishing. In this case the
consumers are deceived by fake web pages that are circulated among the users. The user
generally think it to be a genuine page showing correct retailer information and shares the
private information to the malicious hackers into their system. Denial of service attacks, like
server and network outages, pose a minor risk to merchants. This risk is generally termed as
cyber crime.
Cyber security:
In modern e-commerce, the importance of cyber security can be easily estimated. For the
companies like eBay, they often find themselves attacked by the hackers. Due to a simple
security oversight, Private information of 145.5 million people were compromised to the
hackers. Every single information from Dates of birth, addresses, credit card information to
license numbers of the retailers were compromised and exposed by the attackers group.
209,000 credit card information along with social security information were also exposed by
the gang of the attackers (Pagliery, 2014).The hack revealed the banking details of millions of
users, where the data was misused.
The website front pages along with the actual logos of the genuine websites are changed and
replaced by the attackers. This is known as Defacing. The share price of eBay has crashed in
the share market due to the security breach in the eBay system (Cárdenas, Manadhata &
Rajan, 2013). The 2009 CWE / SANS Top 25 Most Dangerous Programming Errors, has
ranked these attacks as one of the most vulnerable security breach attack. the main
components used behind the attacks by the hackers are cross-site scripting (XSS) and SQL
injection attacks (Case, King, 2013). These are made possible by the faulty coding. The other

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reason is the failure in securing the input and output of the applications. While safety is
fundamentally based on people and processes, designing, building and testing secure web
applications requires a number of technical solutions such as black box testing, white box
testing, blurring, web application security scanner, web application firewalls and password
cracking tools.
Cyber crime:
Cyber crime has been committed involving the web browser and a system. As a
device to commit or else targeted of a crime. Cybercrimes can be described as offenses
committed on a single or a group of individuals to deliberately defame the reputation of the
victim (Panton, 2013). Check Point found a serious vulnerability in the online sales platform
of eBay. This vulnerability has allowed the attackers to create a bypass on the eBay code for
validation and to control remotely the vulnerable code for executing on the eBay users with
malicious Java script code (Rid, Buchanan, 2015). If this fault remains un-patched, customers
of eBay will continue to face potential phishing attacks and data theft.
The attackers targeted eBay users after sending a legitimate page full of malicious
codes to the users. The customers are often targeted to be tricked for opening the page. The
code will be executed by the user in the browser which will lead in to multiple vulnerable
scenarios including phishing and binary download. Check Point released on Dec 15, 2015
details of eBay's vulnerability. On January 16, 2016, however, eBay said they had no plans to
fix the vulnerability (Leach, 2015). The attackers simply create a fake online eBay store and
posts malicious contained item description in the page. There is only a simple verification
process that is applied by tee bay officials. They only strip the alpha-numeric characters that
are encrypted in the script tags. The attackers get around the protection by using a very less
and limited number of characters.

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Use of phishing in eBay hack case:
The most vulnerable method that was applied by the hackers to crack the website
database of eBay is the phishing technology. Phishing is the fraud type of attempt for
obtaining the information that are sensitive information like passwords, usernames and credit
card details by tricking the company as a fake industry. It indicates users to enter personal
information on the fake created website and looks and feels identical to the legitimate website
which is fully performed by spoofing emails or instant messaging (Aggarwal, Arora & Ghai,
2014). The hackers probably used a spear phishing attack to infiltrate the systems of eBay in
2014 (Liu, Cao & Wong, 2013). The hackers sent a sophisticated email from a trusted
colleague. If the employee clicks on an attachment in the email, a malicious link or payload
did unleash when a malware was installed directly in the system. These types of breaches
remain unaffected and undetected for many months. This allows the hackers to collect
massive amount of data from the server network of the organization (Green, 2018). While the
stolen eBay passwords have been encrypted, simple ones are not that hard to decode, putting
them at particular risk.
Importance of network security:
Network security is the work process intended to protect connection and data usability
and integrity. It involves operating systems technology. Effective cyber security manages
network access. Network Security is used to detect different kinds of threats and restricts
them from entering the company’s network and spreading into it. There are many layers of
network security that are used for defending the network from the hackers. There different
policy and control statements can be implemented in each network security layer (Kuriharay,
Uzun & Wood, 2015). Only the authorized users are able to gain the access to the resources
provided by the network. However, there are malicious hackers that are blocked and
restricted from carrying out and executing the threats that can exploit the network. Every

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organization especially the e-marketing sites should protect the networks so that they can
deliver their services without any interruption to their customers and employees.
There are different types of network security which are:
1. Access control,
2. Antivirus and antimalware software,
3. Application security,
4. behavioral analytics,
5. Data loss prevention,
6. Email security,
7. Firewalls,
8. Intrusion prevention system,
9. Mobile device security,
10. Network segmentation,
11. Security information and
12. Event management,
13. VPN, web security and wireless security.
In a new variation of the common eBay phishing email, eBay users are targeted by
cyber criminals. A common tactic used by cyber criminals is to suggest a restriction on an
eBay account and ask users to log in or provide details to allow account access. eBay's
hacking has jeopardized their user’s private information. EBay later contacted with their
users with the communication strategy. This research explores four major incidents of hack

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and the consequences for eBay users (Knowles et al., 2015). The project has also discussed
about the improved strategies of communication that eBay might have used after the crisis,
and the ways eBay can restore the confidence and loyalty of the users so that eBay can avoid
such future incidents of breaches. The research also demonstrate significance in transparency,
trust, privacy and security on online websites, identifying the activity of consumer reversal
online because of the breaching incidents, and ways quantitative methodology helps to
understand the effects of hacking crisis and to identify better communication strategies that
the eBay should have used. Low server side maintenance and security surveillance that5
allows to access the database and shows it to be the main factor or matter that results into
interference in the network by the groups of hackers with the intention of accessing the
organization’s database. The data leak originated from the employees through the intentional
theft of exposure to devices that were stolen from the server site of the organization. Poorly
managed authorities that make the organizations as a web server hole and confidential
information can effectively be somewhere in the hands of the wrong people.
Management plan on cyber security for eBay:
The hacker groups has stolen the employee credentials which consisted of name,
email address birth dates which are highly potential for identity theft. The passwords were
compromised. Though they were encrypted but are highly vulnerable. This affected the brand
value of the company. The users started to lose faith on the company. The data leak
originated from the employees through the intentional theft of exposure to devices. Changing
the passwords whenever such hack happens or for maintain secured transactions is not
enough. Maintaining a perfect cyber security especially for the organization chosen which
eBay is the prime concern to develop the marketing and business structures. For avoiding the
same situation EBay has considered the mater quite seriously which has compelled them to
work with much enforcement on the law with the administration of leading security experts.

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The company is applying the best forensic tools to protect the database of the clients from
further attacks.
After detecting the breach of security, the eBay has calculated the compromised
employee login credentials which are the main reason for the intrusion. Then a forensic
investigation has been able to identify the compromised database of eBay where personal
data is stored for each individual eBay user. The company must imply the safer firewalls to
restrict the vulnerability of the phishing attacks where an unauthorized email has been
forwarded. The timeline is one of the most important facts of this case. EBay’s database
security was not apparently perfect for the purpose of restricting hackers from gaining the
access over the database. The company should imply better database security management
like encryption, monitoring of data and access control and practicing them on a regular basis.
Intrusion detection systems are needed on two levels, in implementations containing
databases, application platforms, customer applications, and on the hardware level
comprising file systems, quantities and three important controls through each level. The
paired authority of the first two controls, which are the consumers who are not approved to
access information. Whereas, This helps to reduce the scope of attacking for the hackers.
System administrator accounts and the network administrator’s accounts are the privileged
user accounts that are blinded to data. Others systems are restricted from the access. If the
accounts are exposed by an attack, the accounts cannot be used to compromise data as the
privileged users have the access to the systems and can never see the documentation that was
decrypted. The very last surveillance of authenticate structures always enables organizations
to quickly identify when unusual activity occurs with an consideration, flag it for inquiry or
latch-down, stop an continuing attack. This requires mixture of logs and the data access
where the user activity is in real time or periodic monitoring. The analytics can be performed
by a Security Information and Event Management System (SIEM) or Big Data to imply the

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Security. So it can be perfectly stated that the security information and event management
system (SIEM) will be the perfect measuring step to imply security that needs to be
implemented by EBay and all the online marketing website firms that over the world.
This feature repeatedly shows that the incursion of any type may be underpass so that
it enables to investigate very easily. Access pattern profiles for accounts authorized to access
the data are more difficult to do. The objective is to track down the accounts that have an
activity that is noticed with an unusual or abnormal behavior based on how they access the
data to breach. The objective is to locate the accounts that have an abnormal activity and
depends on how they access data. Simple implementation of this is called base-lining in the
IT Monitoring sector and is Developed by gathering and using activity data over time to
create a time-based profile of how it should be considered acceptable for a particular item.
These methods can be used with an approved consideration whose credentials have been
damaged to better identify and closed down an attack in the system of data access. It is very
hard and difficult to crack the database and steal the data if these process implications are
done correctly. They help to shut down the attacks more quickly. These full sets of
protections and firewalls were unavailable to eBay which created more scope for the hackers
to attack on the system without an alarm. There are many security measures such as analytics
gesture and user and individual of behavioural analytics which can substantially reduce the
likelihood of deceptive payments after the data theft of qualifications and experience on eBay
sites.
Managers of the system have left many areas unchecked which are prone to threat If
cybercriminals can assault this without detecting the vulnerability of the system. The casual
behaviour towards their gateway portal's safety has caused a lot of nuisance. Anyone who
originates or sends payments is responsible for ensuring not clicking on malicious links or
phishing emails, not having any malicious software for well-defended cyber operations.

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Employees enable the cyber criminals know about the payment in the banking systems
(Harmon, 2016). There has been no intension in changing or upgrading their existing
systems, knowing how important their organization's work is. This is why it is very important
to train the employees about the privacy policy that should be maintained by them according
to the laws of ACS
The reputation of the company after the attack:
Two months after the matter of cyber attack on the eBay got disclosed, the CEO John
Donahoe claimed about damages that have been faced by the company in the area of
production operations and performances. During eBay's second quarter earnings call on
Wednesday, the San Jose chief, Calif. Despite opf the tribulations, eBay's sales were
consistent with the company's forecasts of $ 4.37 billion in revenue in the second quarter, up
to thirteen percent from last year. Previously, the company had estimated sales of $ 4.33
billion to $ 4.43 billion for the period. Earnings in that period excluding one-time items beat
the expectations of analysts, reaching $868 million, or 69 cents per share, up about 6 percent
from eight hundred and twenty two million dollars, or sixty three cents per share, in the
second quarter of 2013. Analysts surveyed by Fact set estimated sixty eight cents per share of
earnings. However, any hopes for a break were smashed at the beginning of May when the
company discovered a breach between late February and March of this year on its servers.
Although the company announced that there has been no leak in financial data, it decided to
reset the user’s passwords, a precaution that the company knew would have direct effects on
website trade. Eighty-five percent of buyer accounts had already reset their passwords, but
some did not, for returning to the previous levels of activity seen before the revelations of the
hack situations. Therefore, the decrease in activity was shown On the balance sheet as

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monthly net business earnings activity raise to $2.17 billion year-over-year by 9 percent. The
company’s PayPal unit was higher than increased pale of the organization. That had annual
growth of 20 percent to net sales of $ 1.95 billion (Coggin, 2013). The company has lowered
its annual sales targets by two hundred million dollars due to the cyber attack and subsequent
trade obstruction, and now expects revenues to drop from eighteen billion dollars to 18.3
billion dollars in 2014. Company CFO Bob Swan also forecast revenues from $4.3 billion to
$4.4 billion in the third quarter.
Conclusion:
We can draw the conclusion in this report that even though EBay revealed several
serious efforts on its computer system and warned its customers. Some extra preventative
measures may have been drawn. EBay must provide guidelines not only for guiding of its
own system but rather for consumers to occasionally assessment the identity in order to
punish staff members or accountable teams which do not comply with the amendments.
Protection must be incorporated directly from their head office into EBay's central database.
The first and only solution is for regulatory authorities to still have autonomous cyber-
security vulnerability scanning which really end up taking any disparity or vulnerability
throughout the BFSI sector serious anymore and afterwards convict them.

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