1. A computer-implemented method for analyzing a web site or mobile device app interaction, the method comprising acts of: identifying a plurality of attributes from a web site or mobile device app profile; for each attribute of the plurality of attributes, determining whether the web site or mobile device app interaction matches the profile with respect to the attribute, comprising: identifying, from the profile, at least one bucket of possible values of the attribute, the at least one bucket being indicative of anomalous behavior; identifying, from the web site or mobile device app interaction, a value of the attribute; and determining whether the value identified from the web site or mobile device app interaction falls into the at least one bucket, wherein the web site or mobile device app interaction is determined to match the profile with respect to the attribute if it is determined that the value identified from the web site or mobile device app interaction falls into the at least one bucket, and wherein, for at least one attribute of the plurality of attributes: the value identified from the web site or mobile device app interaction comprises a time measurement between a first user activity and a second user activity recorded from the web site or mobile device app interaction; and the at least one bucket of possible values of the at least one attribute comprises a range of time measurements; determining a penalty score based at least in part on a count of attributes with respect to which the web site or mobile device app interaction matches the profile; and displaying, via a backend user interface, a risk assessment report to an operator of a web site or mobile device app via which the web site or mobile device app interaction is conducted, wherein the risk assessment report is based on the penalty score for the web site or mobile device app interaction.