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When these signals are combined, they created a distinctive behavior-based user profile that is
far more detailed and reliable than standards like passwords and usernames. Knowing a
consumer’s true behavior transcends reliance on static identities.

Making User Data Useless

User profiles based on distinctive behaviors devalue data. How? Bad actors can’t emulate
behaviors with enough fidelity to truly take control of a user’s identity if the right signals are in
place. The focus changes from the user’s username, password and perhaps location or secret
question to his or her unique identifying behaviors. Deriving identification from measuring these
behavioral indicators is so powerful because authenticators can’t be replicated.

Malicious actors can’t make use of the data they have stolen or acquired on the dark web
because they don’t have the unique behavioral profiles that correspond to the data.

It’s no longer merely an issue of plugging stolen data into a login screen and taking over an
account or completing fraudulent transactions; fraudsters would have to exactly mimic every
behavior in the profile – an impossible task.

In this way, consumers’ personal data is useless to criminals. Why go to the trouble of stealing
something you can’t benefit from? The incentive for fraudsters to steal this kind of data is zero.
In other words, the data has been devalued.

Restoring Confidence

Cyber thieves are stunning in their ingenuity and flexibility, but they’re also inherently lazy. They
tend to take the path of least resistance as well and nab the loot that’s easiest to steal and
offers the biggest pay-off. If you could change the scenario so that the loot is unusable and
therefore worthless to them, why wouldn’t you?

Behavioral authentication provides just such an opportunity. When what thieves need in order to
commit cyber fraud can’t be stolen, they’re sunk. This method makes all that stolen data
unusable, protecting not only customer data but your brand as well. Data breaches will become
less likely as well, since there’s no point trying to steal things that have no value in themselves.
Consumers can feel confident about using your site, and you can rest easier at night.

About the Author:

Robert Capps is the vice president of Business Development for NuData
Security. He is a recognized technologist, thought leader and advisor
with more than 20 years of experience in the design, management and
protection of complex information systems – leveraging people, process
and technology to counter cyber risks. Robert can be reached on Twitter
and through the NuData Security website.

71 Cyber Warnings E-Magazine – August 2016 Edition
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