As technology becomes central to understanding consumer behavior and market trends, organizations must ensure their tech infrastructure can handle the challenge. Robust data center resources enable companies to extract valuable insights from their extensive network of devices and applications through Internet of Behaviors (IoB) technology.

What is the Internet of Behaviors (IoB)?

The internet of behaviors (IoB) is a groundbreaking system that integrates the information derived from sensors, data analytics, and artificial intelligence with behavioral science research to monitor, analyze, and predict human behavior with remarkable precision. Data generated by IoB systems could potentially revolutionize business strategies by providing more accurate models of human behavior that organizations can use to personalize offerings, enhance customer engagement, and foster loyalty. 

Strategies leveraging the capabilities of IoB are quickly being adopted by companies around the world. Gartner predicts that 50% of the global population will have been exposed to at least one IoB-related program by 2025. Technology analysts also expect the IoB market to expand significantly in the coming years, with the total market value increasing from $386 billion in 2022 to $811 billion by 2032.

How Internet of Behaviors Systems Provide Insights

Internet of behaviors strategies represent an amalgamation of technology, behavioral science, and psychology, allowing organizations to dive deep into the intricacies of human behavior through various lenses. There are several ways this unique approach can provide organizations with insights.

Identifying Patterns and Trends in Human Behavior 

Internet of behaviors devices are adept at amassing a wealth of data pertaining to different aspects of human behavior, including movement trajectories, communication habits, and purchasing tendencies. This data provides a rich resource for spotting noticeable patterns and evolving trends in how individuals interact with their surroundings and each other, including on platforms such as social media. For instance, IoB devices can meticulously document the movement patterns of individuals in a city, providing a comprehensive view of the human traffic flow and social interactions at different times of the day or week.

Predicting Future Behaviors

Building upon identified patterns and trends, IoB takes a step further to anticipate future human behaviors. By drawing from a rich data landscape, it can identify potential locations consumers might visit or activities they might engage in. For example, based on shopping history and online browsing patterns, IoB can forecast upcoming consumer trends or personal preferences, which helps businesses to identify opportunities and make more efficient use of resources.

Influencing Behavior

Beyond mere identification and prediction, IoB makes it possible to develop strategies that influence consumer behavior. By offering feedback or rewards, companies can encourage individuals to modify their behavior in a certain direction. A common example of this approach can be seen in the health and fitness sector where IoB devices keep track of personal fitness activities, providing individuals with regular feedback to motivate people to achieve their health goals.

Technologies Behind the Internet of Behaviors (IoB)

The technology powering IoB systems continues to adapt and grow as the strategy is deployed in new ways. However, its foundation consists of a handful of crucial technologies that have become more widespread over the last decade.

Internet of Things Devices

The Internet of Things (IoT) is a network of physical objects equipped with sensors and software that can connect to networks to share and gather data. An IoB device is frequently a specific type of IoT device designed to focus on collecting data related to human actions and deliver it to a network for further processing.

Artificial Intelligence & Machine Learning

Most IoB networks rely upon systems powered by artificial intelligence (AI) to process the data collected by its devices. These systems incorporate machine learning (ML) frameworks that enable them to learn from and interpret data without being explicitly programmed to do so. Working together, they can identify patterns and trends that are not easily discernible through traditional data analysis methods.

Big Data Analytics

Big data processing, which relies upon powerful, interconnected servers with access to scalable computing resources, is critical for managing and analyzing the massive troves of data gathered by IoB devices. These systems support the AI and ML analytics tools used to spot patterns and derive insights that are not easily discernible through traditional data analysis methods.

Edge Computing

Long a core element of IoT technology, edge computing (along with edge caching) is a strategy that distributes processing resources on the outer edge of the network, closer to where data is being gathered. By reducing latency and minimizing data transit, edge computing enhances the speed and security of IoB applications.

Privacy-Preserving Technologies

With so much information being gathered by IoB systems, multiple technologies are needed to safeguard the privacy of the collected data. Data encryption, zero trust access controls, and hybrid cloud networks are just a few of the security-first strategies deployed to ensure that privacy is maintained. This is especially crucial for industries with strict compliance standards, such as healthcare and finance. 

The Role of Data Centers in the Internet of Behaviors Ecosystem

Data centers are critical components in the IoB ecosystem, functioning as the main technology infrastructure behind the systems, networks, and devices responsible for gathering and analyzing data.

Computing Power

Continuously active IoB devices generate a tremendous volume of data ranging from simple sensor readings to complex behavioral patterns. The sheer quantity and complexity of this data necessitate high-performance computational resources for effective processing. Inflexible, on-premises computing systems rarely suffice for such demanding tasks. Data centers are equipped with powerful bare metal servers and high-density cabinets capable of managing data from multiple IoB devices simultaneously. By leveraging these resources, data centers ensure that the data is processed quickly. Prompt processing is crucial for applications that rely on IoB systems, where real-time insights can be the difference between a timely intervention and a missed opportunity. The flexible computational framework of data centers makes them well-suited for the successful deployment and use of IoB devices.

Storage Facilities

The massive amounts of data flowing through IoB networks require robust storage facilities that can securely and efficiently handle both immediate and long-term data requirements. Data centers offer expansive and adaptable storage solutions equipped with state-of-the-art technologies, such as high-speed SSDs for quick data retrieval and large-scale hard drive arrays for enduring data archiving. These facilities feature advanced data management strategies, including hierarchical storage management (HSM), which optimizes storage space by organizing data based on usage patterns. They also incorporate multiple backup systems that ensure continuous uptime reliability and access to datasets, which is critical in leveraging IoB for insightful analysis and decision-making processes.

Security Measures

Information gathered by IoB devices is often sensitive and needs to be well-protected. Data centers can play a critical role in guarding this information against unauthorized access and potential cyberattacks. These facilities use strong security systems including firewalls and intrusion detection to ward off cyberthreats. Additionally, they control who can access the data by using advanced verification methods such as multi-factor biometric authentication and zero trust security protocols. Managed by experts who adhere to a variety of security compliance standards, data centers are constantly monitored to maintain a high level of trust and reliability, ensuring a safe and stable environment for the functioning of the IoB network.

Network Connectivity

Network connectivity is a necessary component for the seamless operation of IoB devices, which require stable internet connections for gathering and transmitting data. Data centers can support this need by setting up and managing the crucial network infrastructure. This arrangement guarantees uninterrupted internet connectivity and facilitates smooth data communication between IoB devices. Data centers also offer access to scalable cloud providers, increasing adaptability and optimizing resource utilization. By incorporating edge computing frameworks across multiple data center locations, they can enable faster data processing closer to end users that reduces latency and enhances user experiences. Data centers can also facilitate dynamic hybrid networks, which allow for an adaptable and efficient infrastructure capable of integrating various platforms and handling a diverse range of data traffic both securely and efficiently. This holistic approach ensures that the network can support the growing demands and complexities of the IoB ecosystem without disruption.

Leverage the Power of the Internet of Behaviors with Evoque

With multiple state-of-the-art data centers located across North America, Evoque Data Center Solutions offers a broad range of colocation services capable of supporting the most sophisticated IoB strategies. As a carrier-neutral provider, Evoque’s facilities provide organizations access to multiple ISPs and cloud platforms, allowing them to build dynamic and fully redundant networks that ensure data-intensive workloads remain online and secure at all times. Our experienced data center engineers are available to manage assets or provide recommendations based on your unique performance needs.

To learn more about how Evoque data centers can enhance your digital transformation strategies, talk to one of our colocation specialists today.