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 idea behind Web 3.0 is really simple. Leverage the data you have on individuals to improve their future buying experiences. This data comes from a variety of sources but is designed to eliminate the endless searching you might do for a simple task online.

What makes this concept of Web 3.0 so appealing is behavior data. The next version of the Internet all types of online behavior will be tracked closely. Everything from on-site behavior to purchase behavior like order size and frequency will be combined with preference to shape your online experience. The more data available the more predictive the experience can become.

In addition to collecting real time information, Web 3.0 is flexible enough to allow online merchants to integrate user history – past purchases, preferences, and actions around promotions and other once in time events. This allows each online retailer or provider to create unique user profiles based on purchase history, learned preferences and individual behavior to drive personalized recommendations.

Web 3.0 intelligence anonymously and securely analyzes every customer and web browser to your website. Learning patterns and the context that drives buying decisions will be used to create a highly personalized user experience for each individual. This may be a point of concern for all of you privacy buffs out there but the reality is that web sites track user behavior today and the information becomes more and more sophisticated.

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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