A lot of customer data is collected by service providers through IoT devices in the home. Businesses are using analytics and big data techniques to determine the data’s value in what is now known as the Internet of Behaviors (IoB).

By reviewing this customer information, businesses can personalize their services, market their products, and improve a customer’s experience with the company.

While personalized solutions are important, companies face an uphill battle convincing users to share personal data with them to develop these solutions.

Website hacking and other cybersecurity challenges also make customers uncomfortable about risking their privacy in return for valuable services. A different approach to data collection will be vital for businesses’ data analysis needs.