Do Smarter Devices Mean Smarter Marketing? The key aspect of the connected home is the unmolested collection of authentic human behavior and the deep insights that result.This is the data that marketers dream about: authentic behavioral insights collected over long stretches of time without manipulation and free of fear of an observer effect.But what is the smartest use of that unadulterated data? Here's a hint: It has nothing to do with targeting audiences on a big scale.