The Internet of Behaviors (IoB) is an area of research and development (R&D) that seeks to understand how, when and why humans use technology to make purchasing decisions. IoB combines three fields of study: behavioral science, edge analytics and the Internet of Things (IoT).
IoB platforms are designed to gather, aggregate and analyze data generated from a wide variety of sources, including household digital devices, wearable computers and human online activities. The data is then analyzed in terms of behavioral psychology to look for patterns that can be used by marketing and sales teams to influence future consumer behavior.
An important goal of the IoB is to help marketers understand and monetize the massive amount of data produced by network nodes in the Internet of Things.
The Internet of Behaviors is expected to play an important role in e-commerce, health care, customer experience management (CXM) and search engine optimization (SEO).
Potential IoB use cases include:
- Reducing insurance premiums for drivers whose vehicles consistently report desired brake and acceleration patterns.
- Analyzing a specific user's grocery purchases in order to personalize menu suggestions.
- Using location services and buying history to customize a shopper's point-of-sale (PoS) promotions in real-time.
- Sending an alert when a fitness activity tracker's data indicates the wearer's blood pressure is too high or too low.
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