The Internet of Things (IoT) is for the network of interconnected physical objects that collect or exchange information and data over the Internet. The Internet of Things is constantly expanding and evolving in the scope for its complexity, that is the way in which devices are interlinked, the computations that can be processed by the objects autonomously or the data i.e stored in the cloud evolve in a very complex way. Data collection (such as BI, Big Data, CDPs, or more) provides valuable information about the customer behaviours, interests and preferences, and this has been referred to as the Internet of Behaviour (IoB). The IoB attempts to understand the data collected from the customer’s online activity from a behavioural psychology perspective. It seeks to address the question of how to understand the data or how to apply that understanding to create and market for the new products, all from a human psychology perspective.

IoB is a combination of 3 fields:

1.  Technology
2. Data Analytics
3. Behavioral Science

This data mining combines with the data analytics or behavioral science. Devices related to the location, facial recognition, and more can essentially act as guides to mapping the customer behavior. Internet of Behaviour can be used as the ultimate marketing and sales tool in order to get an in-depth personalized understanding for the clients they have been striving for.

Internet of Behaviour might be a powerful weapon in the hands of companies but it also opens Pandora’s Box regarding the policing and sharing of personal information. That will be allowing for hackers to try and steal information and phishing attempts will be on the rise too. As more people enter the IoB loop, the more susceptible they will be to online scammers. The bigger the network and the more detailed the data, the more lucrative it is for cybercriminals.

The value of IoB and its ethical use

Through Big Data, information can be accessed from multiple points of contact. This makes it possible to explore the CX from start to finish, to know where the customer’s interest in a product begins, their journey to purchase or the methodology used to make the purchase. This provides the ability to create more touch points to positively engage with the consumer. This is personalization key to the efficiency of a service. The more efficient a service is, the more the user will continue to interact and even alter their behaviour as a result.

The specific benefits of IoB are:

• The previously study unattainable data on how users interact with devices and products.
• Analyse for the customer buying habits across all platforms.
• To obtain more detailed information about where a customer is in the buying process.
• Resolve problems quickly to close sales and keep customers happy.
• Provide real-time POS notifications or targeting.

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

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

Advantages for Internet of Behaviour

This amazing technology is going to prove the beneficial in multiple ways. From positively engaging customers, knowing where the customer’s interest for the product begins of their journey or purchase, and the methodology they are use to make of their purchase; there are various aspects of Internet of Behaviour. The Internet of Behaviour makes it simple to study previously unattainable data on how users interact with devices and products, obtain more detailed information about where a customer is in the buying process or analyze customer buying habits across all platforms. Moreover, they provide real-time notifications, targeting and resolving problems quickly to close sales and keep customers satisfied.

In recently, the companies are using Internet of Behaviour to observe and help make changes in our behavior to achieve the desired goals by selling their products or services. The Internet of Behaviors provides companies with cutting-edge ways for the marketing products and services, along with the influencing user and employee behaviors. It can be used to monitor health protocol compliance at an industrial site to capture behavioral events.

The latest technology is definitely proving beneficial for the businesses since they can optimize of their relationship with the consumer based on the collected data. While IoT converts data into information.

For the Case studies

It isn’t difficult for companies to link the mobile phone with a laptop, with a voice assistant, with the smart home or with their vehicle. Marketing research from Google, Facebook or Amazon is becoming more comprehensive. The algorithms of these companies are configured so that they can anticipate customer desires and behaviours. The B2B sector is developing faster than B2C in Internet of Behaviour but it is only a matter of time before it becomes ubiquitous.

For instance, BMC Software Company has developed to health app for smart-phones that tracks diet, heart rate, sleep patterns or blood sugar levels. The app can same as adverse situations in the user’s health and suggest behavioural modifications towards a more positive outcome. Health Passport (apps including Aarogya Setu in India or The Health Code in China) and Social Distancing Technologies are partners with the emerging health technology.

For other software company like GBKSOFT, has carried out a project that also implements the Internet of Behaviour concept. The essence project was to help for the golfers improve of their playing skills with the help of mobile application and tracking for the wearable devices, namely correcting existing ball striking technique or learning for the new techniques.  Making by the use of handheld device connected for the mobile phone, each hit on the golf ball is recorded in the app and analyzed such as trajectory, stroke force, angle or more.  

In relation to transportation, Uber, for instance, uses IoT data on drivers, passenger locations and preferences to reinvent CX. for the biggest companies like Ford, have joined other start-ups, such as Argo AI, to design autonomous cars that vary their behaviour in each city based on vehicle traffic, bicycles, scooters or pedestrians.