consumer-related data reflecting behaviors is compiled by online in-teractions in a digital world. Data may be of a variety of types, such as text, image, video, audio, clicks, page visits, or other cookie-related types of information. This data tends to be created, gener- ated, or entered by a consumer. In an IoT-based environment, devices monitor and record data related to consumer behavior in the natural, non-digital environments in which a consumer behaves. For example, the Nest ther-mostat monitors and records temperature condi-tions and consumer behavior and preferences within a building in order to learn and optimally manage the temperature. A consumer does not have to actively participate for the device to collect data.