Unless you’ve been living under a rock, you know that the Web is largely centered around the concept of social media. People are connecting all over and using the Web to do so. This has been an obvious area of growth for the Internet and an area of opportunity. Many people are wondering what’s next.

The question we need to be asking ourselves now is essentially what’s next for the web. Will we be focusing on second life and avatars or is there some other direction we will be going in? The answer is already here in the form of Web 3.0. The evolution of the web is based upon sites that utilize consumer behavior to improve the user 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.

Web 3.0 goes beyond real time data by allowing online merchants and other websites the ability to integrate existing data into user profiles. For site that already have behavioral data, generating meaningful predictive models become even easier. Whether you’ve responded to a one time promotion or have consistently bought from a web site, this information is used to shape recommendations and marketing messages via email and online.

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.

For me the issues isn’t about tracking the behavior, it’s more about how it’s used. For example, if I only buy jeans once every other year, and an online retailer knows my buying behaviors, I’ll be grateful to get less email on a daily basis. This level of intelligence can make the buying experience much more beneficial for the end user and ultimately more economical for the retailer. I know they’ll never pass the savings on to me but you never know.

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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