Analyzing Big Data Security Problems in IoT for Digital Marketing

This master's thesis investigates the critical security challenges associated with big data within the Internet of Things (IoT) context, specifically focusing on its application in digital marketing. The research delves into the vulnerabilities inherent in IoT devices and the implications of big data collection, transmission, and storage. The study identifies key security issues, including scattered data structures, lack of security in NoSQL databases, and potential threats from various attacks. It examines the impact of IoT and big data on digital marketing strategies, analyzing the benefits and risks involved. The methodology includes a literature review, research questions, and analysis of the current state of big data security in IoT. The thesis aims to identify the big data security issues involved with IOT, critically analyze the role of big data in digital marketing, and recommend solutions to overcome the challenges. The findings and recommendations are presented to provide insights for businesses and consumers alike.

Running head: BIG DATA AND DATA SECURITY PROBLEMS IN IOT USED IN DIGITAL
MARKETING
Big data and data security problems in IOT used in digital marketing
Final Master Thesis
Name of the Student:
Name of the University:
Author note:

1BIG DATA SECURITY PROBLEMS IN IOT USED IN DIGITAL MARKETING
Abstract
Researchers have discovered vulnerabilities in frameworks running from electronic voting
system to associated autos to Internet based learning stages. This sort of research keeps on
bringing up troublesome issues about how and when to reveal vulnerabilities to the designer of
the item or services. On the other hand, the Internet of Things, or IoT, alludes for the most part to
the advanced interconnection of regular articles to the Internet and to each other, and the capacity
to gather and send data between gadgets. A generally new idea, the IoT does not have a broadly
acknowledged definition and includes an unpredictability of thoughts and capacities.Scattered
structure is one of the big issues in enormous data. There is enormous data utilization that passes
on colossal getting ready occupations over a couple of systems to get speedier research. On the
other hand, Hadoop is an instance of open source tech that possessed with this. Scattered getting
ready may describe as less data that is taken care of through any stream. In any case, it infers
various structures where issues about security can be jumped up. In non-social data stores,
NoSQL databases generally have nonattendance of security. The research analyzes big data
security issues in IOT that is used in digital marketing.

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Acknowledgement
Conducting the research study enhances me to improve my knowledge as well as analytical
ability. It gave me the chance to face challenges all the while and conquer them. It will not be
possible to conduct the research without the significant direction of my professors, companions
and every one of who have added to this advancing knowledge. I also want to thank my
supervisor __________ for helping me in my research work as well as give their full support
during the research process. I would also thank all the participants within this study for giving
their time and helping me out. From the support of people, I am inspired to work on the research
in this subject area. Finally, thank you to my family members those help me and encourage me.
Thank You.

3BIG DATA SECURITY PROBLEMS IN IOT USED IN DIGITAL MARKETING
Table of Contents
Abstract 2
Chapter 1: Introduction........................................................................................................6
1.1 Background of the study............................................................................................6
1.2 Research Aims and Objectives..................................................................................8
1.2.1 Aims of the study....................................................................................................8
1.2.2 Objectives of the study...........................................................................................8
1.3 Research Questions....................................................................................................8
1.4 Problem Statement.....................................................................................................8
1.5 Rationale of the study..............................................................................................10
1.6 Knowledge gap........................................................................................................12
Chapter 2: Literature review..............................................................................................13
2.1 Overview of the use of big data in IOT...................................................................13
2.2 Evaluation of Internet of Things..............................................................................14
2.3 Impact of big data on business innovation..............................................................15
2.4 System theory for data security...............................................................................18
2.5 Big Data Security Lifecycle.....................................................................................20
2.6 Big Data Threats and Attacks..................................................................................22
2.7 Impact of IOT in digital marketing..........................................................................24
2.8 Impact of big data on digital marketing...................................................................25
Chapter 3: Research Methodology....................................................................................29
3.1 Preface.....................................................................................................................29
3.2 Methodology Outline...............................................................................................29
3.3 Research philosophy................................................................................................29

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3.4 Research approach...................................................................................................30
3.5 Research Design......................................................................................................31
3.6 Data collection process............................................................................................32
3.7 Data sources: Primary and Secondary.....................................................................32
3.7.2 Data techniques: Quantitative and Qualitative.....................................................32
3.8 Sampling Technique................................................................................................33
3.8 Ethical consideration...............................................................................................33
3.10 Research limitation................................................................................................33
Chapter 4: Findings and analysis.......................................................................................35
4.1 Preface.....................................................................................................................35
4.2 Qualitative analysis..................................................................................................35
Chapter 5: Conclusion and recommendations...................................................................44
5.1 Conclusion...............................................................................................................44
5.2 Recommendations....................................................................................................45
References......................................................................................................................46

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Chapter 1: Introduction
1.1 Background of the study
Security is one of the greatest difficulties experienced with the Internet of Things and
bigdata. In addition, on the grounds that these associated gadgets are connected to the physical
world, gadget security likewise is a major concern. However, there is some proof that security
vulnerabilities are widespread in the Internet of Things (Hashem et al. 2015). Some portion of
the reason might be monetary. Customary shopper merchandise makers that are currently
entering the Internet of Things market might not have invested decades supporting. The process
to secure their items and services from programmers in the way needs to be adoptedby
conventional innovation firms. For these organizations, including security skill might be
especially expensive. On the other hand, many associated gadgets will be reasonable and
basically dispensable. Obviously, organizations ought to unveil how they will secure users’data,
and those revelations must be honest and not misdirecting (Chen et al. 2014). There is a long line
of FTC implementation activities against organizations that neglected to meet this standard.
Also, the fairly arcane nature of data security does not pardon the disappointment of
organizations to apply fixes for understood vulnerabilities or find a way to ensure buyers' data or
gadgets. The FTC is likewise promising engineers to go past the lawful necessities and receive
safety efforts that make more grounded securities for buyers. These variables point to the need to
take an "all hands on deck" way to deal with data security, with security scientists assuming an
imperative part in exposing security defects.
(Riggins and Wamba 2015) commented that it is not generally the sort of news that
organizations or law requirement offices need to hear, and a few scientists have been indicted for
their exercises. In October, the FTC scrutinized a proposition in Congress that would have
influenced certain sorts of security to explore on associated autos illicit, on the ground that this
arrangement would remove a helpful wellspring of data about security vulnerabilities that could
influence shoppers' physical safety. Fortunately, many organizations see the benefit of finding
out about vulnerabilities in their items, and many will pay "bug bounties" to be the first to be

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recounted helplessness in one of their own items. All things considered, security look into is
troublesome and questionable.
Sagiroglu and Sinanc (2013) commented that researchers approach source code, they may
experience considerable difficulties distinguishing mistakes. Luckily, security specialists have
formulated numerous different approaches to test parts and frameworks all the more rapidly and
on a bigger scale. No single strategy is fit for finding powerlessness, yet extraordinary strategies,
utilized as a part of mix, can give more confirmation that frameworks are dependable. To take
the greater part of this back to purchasers and their trust in organizations and their servicess,
giving shoppers auspicious data about vulnerabilities, how to settle them, and making it simple to
do as such are a portion of the most ideal approaches to look after trust. It will be examined
thatthe issues at the FTC's up and coming begin with Security occasion, ideal here in Seattle, on
February ninth (Arora et al. 2013). It will give organizations especially little organizations with
pragmatic exhortation and suggested systems for actualizing compelling data security.
However, most definitions concentrate on how computers, sensors, and articles
collaborate with each other and process data (Kshetri 2014). The IoT incorporates gadgets for
customer use, and also gadgets for organizations which may help enhance operational
effectiveness through the capacity to gather and decipher vast data, and computerize
correspondence between machines. There is as of now a big number of gadgets and items
considered under the IoT range, and the quantity of keen, associated items is expanding at
uncommon rates. At some point in 2008, the quantity of associated gadgets bridges the quantity
of individuals on the planet. In 2016, an expected 6.4 billion associated things will be being used,
a 30% expansion from 2015. By 2020, a few evaluations anticipate there will be upwards of 50
billion associated gadgets on the planet. This implies there will be around 6.5 associated gadgets
for every individual around the world, with unlimited open doors for advancement, creation and
network of things that only a couple of years back may have been never been considered
(Wixom et al. 2014). These associated gadgets will give extraordinary and imaginative
advantages to shoppers and organizations, yet in addition will have the capacity to gather,
transmit, store, and offer data, some of it possibly very individual and touchy. This brings upon
new and extraordinary difficulties for advertisers, as they endeavor to exceed worries of buyer
protection and security with the additional advantages of these new IoT advances.

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1.2 Research Aims and Objectives
1.2.1 Aims of the study
The research aims to investigate the security issues involved with IOT used in digital
marketing. Moreover, recommendations are provided in the present study.
1.2.2 Objectives of the study
 To identify the big data security issues involved with IOT
 To critically analyze the role of big data in digital marketing
 To recommend solutions to overcome the challenges
1.3 Research Questions
 What is the big data security issues involved with IOT?
 What is the role of big data in digital marketing?
 What are the solutions to overcome the challenges?
1.4 Problem Statement
The ascent of the IoT will significantly influence the regular daily existences and
spending conduct of customers. Many organizations and retail locations have effectively paid
heed and gotten a head begin in the IoT race. In spite of this, most customers are still generally
unconscious of IoT innovation, as 87% of Americans said they had never heard the expression
"Internet of Things", as indicated by a recent report by Aquity Group. In any case, buyer
appropriation and request of IoT gadgets is on the ascent, as buyers turn out to be progressively
mindful and start to change their lives with these interconnected, advantageous items. Over
portion of every American family effectively claim internet associated TV gadget and that
number is just anticipated that would ascend, as savvy TVs start to link set-up boxes. Associated
homes connected home innovation is viewed as the best buyer advertise for the IoT, and by 2019
organizations will transport 1.9 billion associated home gadgets, achieving in $490 billion in
income (Weber et al. 2014). Business Insider's meaning of associated home gadgets incorporates
every keen machine like washers, dryers, coolers, wellbeing and security frameworks associated
sensors, screens, cameras, caution frameworks, and vitality hardware, for example, shrewd
indoor regulators and smart lighting.

8BIG DATA SECURITY PROBLEMS IN IOT USED IN DIGITAL MARKETING
One of the early IoT examples of overcoming adversity in home innovation is Nest Labs,
which produces shrewd indoor regulators and other associated home gadgets, including cameras
and cautions. It transported more than 200,000 units of its Nest Thermostat in the principal
quarter of 2014 alone, and was later purchased by Google for $3.2 billion. Associated home
gadgets by and large rotate around giving buyers two fundamental advantages: security and
wellbeing of one's home, or decreased vitality use, in this way sparing the customer cash and
waste (Kambatla et al. 2014). Associated security frameworks commonly influence utilization of
sensors to screen anomalous development inside the property and naturally to inform the
proprietor or specialists, guaranteeing wellbeing. In one study, customers positioned their
apparent most essential advantages of owning an associated security framework, and true
serenity and insurance against burglary or dangers were the main two advantages named.
Associated apparatuses, for example, smart indoor regulators, give accommodation and
dependability, and also investment funds for shoppers because of more effective vitality use and
observing. A KRC review distinguished cost-reserve funds as the most imperative advantage of
an associated vitality arrangement, and customers in the US, who claim a savvy vitality
arrangement, are evaluated to spare over $80 a month on their service bills. Wearables
notwithstanding associated home and TV gadgets, numerous other buyer IoT gadgets are
required to take off soon and increment in utilization drastically. Among these are wearables,
which incorporate wellness screens, shrewd watches, and smart glasses. Berg Insight evaluated
that there were 19 million units of associated wearables dispatched in 2014, and that 90% of
these gadgets were action trackers (Abbasi et al. 2016). It anticipates that wearable units will
develop at a compound yearly rate of 55% and achieve 168 million shipments by 2019, while
ascending to a worldwide market estimation of $22.9 billion by 2020.
Associated Cars the Internet of Things has just penetrated the auto business and
associated autos are required to wind up noticeably the standard sooner rather than later. In 2012,
10% of autos were associated, yet by 2020 this rate will ascend to 90%, as indicated by
Telefonica Connected Car Industry Report (Crawford and Schultz 2014). Once thought to be
advanced dream, self-driving autos are additionally effectively accessible to customers, however
in any event for now, aren't as alluring to shoppers as other potential elements of associated
autos. Like associated home innovation, auto proprietors are principally worried about

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innovation to enhance security, upkeep and vitality costs, and additionally other comfort
arranged applications, for example, music gushing, live activity following, Internet-based social
networking reconciliation, and so on.
1.5 Rationale of the study
Many organizations and associations comprehend this essential association between
straightforwardness, protection, and trust. However, being straightforward in this data
concentrated age is testing. With the Internet of Things, many associated gadgets don't have a UI
to display data to buyers about data accumulation. Gadgets are winding up increasingly various,
adding to the heap of data that organizations present to purchasers in protection approaches (Van
Dijck 2014). As gadgets wind up plainly coordinated into homes and other physical spaces, there
are additionally inquiries around who ought to get divulgences about data gathering and utilize
rehearses. In the capacity, the purchasers will be purchasing a gadget and the blameless
observers around them know when a gadget is recording pictures or sound. Furthermore, there
are different inquiries, similar to by what method would consumers be able to abstain from
having their data gathered for to what extent will their data be kept by the organizations who are
gathering it. In addition, by what means will these organizations keep the data secure.
Organizations that give associated gadgets ought to perceive that giving straightforwardness will
require some imaginative considering. Visual and sound-related signs, and immersive
applications and sites ought to be utilized to depict to purchasers, in an important and moderately
basic way, the nature of the data being gathered. Similar signs ought to be utilized to furnish
purchasers with decisions about whether any of this data can be utilized by elements or people
who fall outside the setting in which the customer is utilizing the gadget, and in which the buyer
anticipates that her data will stay private. Another promising instrument for giving data to
purchasers, and in addition enabling them to practice significant decisions, is the war room that
organizations are currently creating to run different family unit associated devices.Wedel and
Kannan (2016) commented that the main impetus here is comfort, however these war rooms
could likewise give a chance to buyers to comprehend the data their gadgets are producing, and
to control where that data goes. All things considered, on the off chance that you can have a
brought together interface to program your carport entryway, indoor regulator, TV, fridge, and

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who realizes what else, you should have the capacity to utilize that same interface to settle on
significant decisions about the data your gadgets will gather and where they will send it.
Indeed, even bigdata investigation extends inside an organization, utilizing its own
particular data, could make inquiries concerning decency. For instance, an organization may
investigate its own particular data with an end goal to distinguish great versus troublesome
clients. In any case, imagine a scenario where this examination winds up following people along
racial or ethnic lines. A Harvard Business Review article contends that this sort of result isn't
quite recently conceivable, however unavoidable. Numerous bigdata driven choices depend on
some sort of score a number created by a calculation that gives some sign of what a shopper is
probably going to be keen on or how she is probably going to act (George et al. 2014). A
commonplace illustration is the FICO assessment. FICO ratings are essentially expectations of
how likely a purchaser is to reimburse an obligation. The higher the score, the lower the credit
dangers are incorporated. In their initial days, FICO ratings were utilized entirely for credit
choices whether you would fit the bill for a home loan, for instance, and the financing cost that
you would be advertised. After some time, the utilization of these same FICO assessments
extended to other real choices about customers, for example, regardless of whether an imminent
business would stretch out an occupation offer to a candidate, or an insurance agency would
charge a higher premium on auto or mortgage holders’ protection. It is known that a good
arrangement about what data is in our credit reports and what our customary financial
assessments are for a straightforward reason.
In 2003, Congress educated the FTC and the Federal Reserve to consider whether one
sort of famous FICO rating utilized for accident protection utilized elements that fill in as
intermediaries for race, sex, or different attributes that could offer ascent to unlawful
discrimination. Moreover, congress required credit agencies to make shoppers credit reports
accessible to them for nothing and financial assessments are progressively getting to be
noticeably accessible for nothing to purchasers. These straightforwardness necessities and
practices have been useful for buyers, credit agencies, and organizations that depend using a
credit card scores to make business decisions. With the straightforwardness gave by free credit
reports and, progressively, scores, purchasers would more be able to adequately practice their
rights to debate and right off base data. Furthermore, the exhaustive investigation of one basic

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kind of financial assessment by the FTC and Federal Reserve made clients more certain that this
score was not prejudicial. Hence, it is important to research on the security issues involved with
IOT that are used in digital marketing.
1.6 Knowledge gap
Even though the researcher tries to provide security concerns and threats involved in the
processing of big data in business organizations and digital marketing purposes, few of the
approaches and security issues are missing. These areas are required to analyze in future
researches. In the preset research, general issues are highlighted that usually lead to provide
problem statement as well as research questions where research gaps can be particularly refers to
the scientific procedure for analyzing big data security issues used in IOT for digital marketing.
On the other hand, it would be helpful to answer the research questions that have not been
carried out yet.