INTERNET OF BEHAVIORS (IOB)
Hariprasanth Rajagopal
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The Internet of Things (IoT) is a field that brings together different entities such as the Internet, sensors, and processors among others, to develop a system that is capable of processing data derived from the nodal devices for the purpose of monitoring and controlling an environment. With?billions?of IoT devices currently deployed all over the world, there clearly isn’t a dearth of data. However, the enormous amount of data generated by the IoT devices wasn’t being manipulated to understand human behavior, which paved the way for an upgrade in the form of the?Internet of Behaviors.
INTRODUCTION TO IOB
The Internet of Behavior or IoB is a concept that brings together the best of data analysis,?behavioural analysis, and technology along with human psychology. Through this amalgamation, the system is able to predict human behavior, draw insights from available data, and even influence human behavior based on the activities and interests of persons collected from their interactions. Organizations that are looking to sell products or services can influence our behavior based on targeted content that has been curated specifically for an individual based on their?preferences and interactions.
The data is collected using the same methods that IoT uses to collect data. Although most IoT devices seem to work on a surface level where they collect data from sensors and other connected devices, IoB collects information from transactions, geo-tagging activities to relate particular locations to certain interests, browser history and cookies, social media interactions to understand what every user relates to, and other online activities that reflect personal behaviour.
IoB is the combination of 3 fields:?
The data that is collected from all of these sources are then processed through various means in order to?understand what kind of data needs to be generated for an individual.?For example, if a device picks up instances of a person’s increased interaction with grocery shopping, targeted ads or suggestions could pop up in that person’s feed related to various offers and discounted prices for groceries. And that is just one of the myriad possibilities.
IMPORTANCE OF IOB
IoB provides additional benefits such as better understanding how users interact with products, gaining greater insight into shopping patterns, providing real-time assistance, and communicating with customers in ways that were previously not possible. Furthermore, the IoB concept revolves around proper behavioral data analysis and understanding, as well as the desire to apply that enhanced knowledge to create and promote customized products and services that will be of greater value to consumers and businesses. Corporations and other organizations are heavily investing in this technology to boost their bottom lines. The IoB will also provide benefits to the consumers by providing better-tailored goods and services to their needs and desires.
APPLICATIONS OF IoB
BENEFITS OF IOB IN DIGITAL MARKETING
Because having an internet connection is a requirement for the internet of behavior (IoB), marketing, or more specifically digital marketing services, will be among the biggest gainers of IoB technology. Digital marketing is a field that markets products and services to people all over the world by using data as its primary commodity. If they have access to tools for behavioral analysis and interpretation, they will be in a better position to reach people at the end of the purchasing process.?With IoB, organizations and retailers can identify and target specific individuals or groups who could benefit from their products or services, resulting in vast marketing opportunities.
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Below are some ways your company can begin to leverage IoB to better serve your customers and employees:
THE IoB AND OUR SOCIETY
With the?Internet of Behavior?set to keep a tab on the activities of approximately 40% of people across the world, we are set to witness a large-scale, individual-centric approach to data analytics. By monitoring the behavior of people, these systems can predict patterns that can be used to link behavior to activities. For example, in the current scenario, an IoB network based on facial recognition and image processing could be implemented to check whether people wear masks or not.
Although IoB has the?potential to be a game-changer, it does have its drawbacks and ethical concerns. Because of its dependence on data related to human interactions and activities for personalized analytics, many have been concerned about privacy issues and other threats that may stem from constant monitoring. However, some applications in the fields of defense, healthcare, and finance are set to gain advantage of constant monitoring and analysis. In fact, with enough transparency to the system and better security, the IoB technology can prove to be a valuable addition to our technological arsenal.
OPPORTUNITIES IN THE FIELD
The popularity of Internet of behaviour has been increasing manifold recently which has opened up some interesting career opportunities for those looking to be a part of the revolution. Some of them are listed below:
These aren’t the only opportunities available for those looking to?jumpstart their career in internet of behaviours. Technicians are also in great demand within the field due to the nature and the sheer number of devices that are deployed. It goes without saying that possessing the right skills can improve one’s chances of landing a great job!!
NECESSARY SKILLS TO BEGIN A CAREER
Starting out in the field of IoB can be tricky if one doesn’t possess the right skills. Listed below are some of the most sought-after skills in the industry.
THE FUTURE OF THE IoB
Personalizing information is the future. Targeted advertisements, custom notifications and reminders, data acquisition for personalized care, and influencing behaviour positively are some of the applications that are set to see a reinvigorated approach with the inclusion of IoB technology. With almost 3 billion people set to experience IoB in various capacities, the technology is sure to have an impact on the future of service effectiveness. However, as IoB is still in its nascent stage, all we can do now is wait for it to unfold its potential.