If you’re familiar with social media than you know that the social media revolution has often be referred to as Web 2.0. Said another way, the ability to communicate in real time via the web through networks of like-minded people is considered the second iteration of the Internet.

The Web is changing very rapidly. As social media has taken on a life of its own, many people are asking what’s next for the Internet. Even though there are many options to consider, Web 3.0 is going to be about user behavior. Sites have already begun using user behavior to shape the online buying experience.

The concept of Web 3.0 really focuses on collecting information about you from a variety of sources and using that data to improve your online experience. This evolution hopes to eliminate the vastness of the Internet and provide you with the information, products, and resources that are most meaningful to who you are and what you want.

Enter behavioral data and the concept of Web 3.0. In the next iteration of the web world, users’ activities are being tracked closely. These activities include a range of behaviors like their on-site behavior, purchase history, order frequency, size, and quantity as well as tastes and preferences they have exhibited while surfing the Net.

The beauty of behavioral data and predictive modeling is that past data can be used. More sophisticated sites will use the information they already have to help shape the buying experience. Web 3.0 allows for updating and refining that information in real time. As more behavior is tracked, profiles become more robust and more accurate.

Technology deployed in the Web 3.0 world is sophisticated and secure. This technology is used to track behavior and aggregate patterns of behavior over time. The more information collected the more accurate a personal profile can be, predicting your future browsing and purchasing behavior. This allows for a level of customization than can dramatically improve your online browsing experience and satisfaction.

From my perspective, I’m not at all concerned about privacy. In fact, I welcome the level of sophistication and customization that can be provided from a Web 3.0 world. I think the issue for debate is how this information is use and whether or not it is used with your permission. I feel that all users must give permission to be tracked in this way and the information should only be used to improve my browsing and buying experience. If used in that manner, I’m okay with it.

Web 3.0 is upon us. As web sites continue to collect and use more of your behavioral data, your online buying experience is going to change. One can argue if this change is for the better. However, I believe that it can dramatically improve your buying experience and improve the way retailers market products and services.

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