Definition

The collection and use of data to drive behaviors is called the Internet of Behaviors (IoB). 

An example of it is industrial sites having employed computer vision to determine if employees were complying with mask protocol and then collecting this behavioral data to be analyzed by the organizations to influence people to follow government protocols at work.

What does the IoB mean ?

The purpose of the IoB is to capture, analyze, understand and respond to all types of human behaviors. In a way that allows tracking and interpreting those behaviors of people using emerging technological innovations and developments in machine learning algorithms. People’s behaviors are monitored and incentives or disincentives are applied to influence them to perform towards a desired set of operational parameters. Data collection (BI, Big Data, CDPs, etc.) provides valuable information about customer behaviors, interests and preferences, and this has been referred to as the Internet of Behavior (IoB). The IoB attempts to understand the data collected from users’ online activity from a behavioral psychology perspective. It seeks to address the question of how to understand the data, and how to apply that understanding to create and market new products, all from a human psychology perspective.

The IoB influences consumer choice, but it also redesigns the value chain. For companies, this means being able to change their image, market products more effectively to their customers or improve the Customer Experience (CX) of a product or service. Hypothetically, information can be collected on all facets of a user’s life, with the ultimate goal of improving efficiency and quality.

What does the IoB contribute?

Firstly, before the creation of the application, it is important to imagine the user’s interaction patterns and touch points. Involve them in the creation process, understand their needs, keep the app experience unified and cohesive, make navigation simple and meaningful so that the app is relevant and useful. Once the app is up and running, convey its purpose, create a user guide and reward by gamifying the CX in the app. Strong user engagement is required.

Secondly, solid tools are required such as multi-format support platforms (XML, JSON, PHP, CVS, HTML, etc.) That can connect to any API, that can upload data to the cloud, i.e. the fundamental features of platforms such as Google or Facebook. Platforms should allow for multi-channel personalization, centralized updates that are replicated, sending unique notifications that turn users into contributors to the personalization of the app, allow for social media integration and maintain an interactive interface.

Finally, it is the data captured through the app that serves to model user behavior. And in turn, this is the actionable data that can be sent in the form of pop-ups and notifications to the customer to encourage and incentivise them to adhere to a desired behavior. Analytics are necessary so that essential information can be extracted from all the data.

Benefits of IoB

uAnalyse customer buying habits across all platforms. uStudy previously unattainable data on how users interact with devices and products. uObtain more detailed information about where a customer is in the buying process. uProvide real-time POS notifications and targeting. uResolve problems quickly to close sales and keep customers happy. uCitizen data processed by public-sector uCommercial customer data uGovernment agencies uSocial media uPublic domain uLocation tracking.

Problem with IoB

The problem that can occur with this technology is not of a technical nature. The IoB is confronted with the adversity of how data is collected, stored and used. Its level of access is difficult to control and therefore all companies need to be aware of the liability of IoB use. Google, Facebook or Amazon continue to acquire software that potentially brings the user from a single app to their entire online ecosystem, without their permission. This presents significant legal and security risks to privacy rights, which also vary between jurisdictions around the world

Behavioral data can allow cybercriminals to access sensitive data that reveals customer patterns, collect and sell property access codes, delivery routes and even banking codes. These cybercriminals could take phishing to another level by generating more advanced scams, tailored to the habits of individual users, and thus maximizing the likelihood that users will be scammed. uIt is therefore important to have a secure platform, storage and execution of data with the use of tools such as Confidential Computing, E2E encryption or SDP tools.