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Who's Data is it Anyway? - Silverbullet | CMO Research Paper

Who's Data is it Anyway? - Silverbullet | CMO Research Paper | The Marteq Alert | Scoop.it
Despite the wheels being set in motion when it comes to building a data-centric businesses, it would not be outlandish to say that brands might struggle to fully achieve this due to ongoing shortages of data skills across the marketing industry as a whole.



Almost half of UK CMOs (45%) estimate poor data handling risks costing their business between £250,000 and £5m everyyear

Only 27% of CMOs say the industry is 'ahead of the game’ with having the skills needed to deal with customer data privacy

Almost three in four (74%) people are more concerned about the privacy of their personal information compared to this time two years ago

Over half (55%) of CMOs believe they are tapping into just 40% or less of their first-party data’s potential.

 

This paper explores the challenges brands need to overcome in order to manage data more effectively and build consumer trust, at a time when consumers are hugely concerned about privacy.
CYDigital/marteq.io's insight:

Although UK focused, we believe the finding are applicable to the US side of the pond. And to answer the question: it's the consumer's data, and it's far more advantageous for the marketer to consider it as such.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

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A world without third-party data: The end of personalized marketing? - ClickZ

A world without third-party data: The end of personalized marketing? - ClickZ | The Marteq Alert | Scoop.it
• Apple Safari just announced it has blocked all third-party cookies as of March 2020, beating Google Chrome’s announcement that it will phase out third-party cookies by 2022.
• Data collection and use as we know it is changing rapidly, and it behooves savvy marketers to get ahead of the inevitable restricted access to third-party data and find other ways to get the data they need.
• Companies still have access to first-party data, which is data collected by a company on its website for its own use. The only restriction here is that the company must follow privacy regulations for ensuring transparency, right to correct, delete, etc.
• Zero-party data is data that a customer voluntarily and knowingly shares with a company. It might include preferences, intent or interest, or self-classification/identification within a particular group.
• The key to zero-party data is that the consumer has total control over what information he/she/they gives a brand. It is completely transparent and therefore there is no confusion over permission.
• A more transparent, helpful approach of asking for information to tailor customer experiences (in a user-friendly, conversational manner) will not only result in more accurate data, but potentially in stronger, more trusting and mutually beneficial relationships with customers.
CYDigital/marteq.io's insight:

Not the end of personalized marketing, but significantly improved personalized marketing when the consumer is given complete control over their data, and is willing to share it for a reward.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

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How to Use a DMP to Improve the Customer Experience | CustomerThink

How to Use a DMP to Improve the Customer Experience | CustomerThink | The Marteq Alert | Scoop.it
Data Management Platforms have emerged over this past decade as the leading digital segmentation technology for media deployment, audience extension and customer behaviour analysis in near real-time. Using mostly graph-based data collection and marketing AI algorithms, a DMP can collect, match and deploy 1st, 2nd and 3rd party data.

CYDigital/marteq.io's insight:

A primer on DMPs.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

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How Blockchain is Having an Impact on Digital Marketing? | CustomerThink

How Blockchain is Having an Impact on Digital Marketing? | CustomerThink | The Marteq Alert | Scoop.it
1. Granting the Power of Data to Consumers

2. Authentication and Transparency

3. The Confusing ad-spend Streamlined!

4. Keyword Tracking

5. No Traditional Social Media Surveillance

6. Better leads for Marketers
CYDigital/marteq.io's insight:

Keyword tracking makes perfect sense, as it is transactional. The use of blockchain would cut down on click fraud.

 

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

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Marketing - Marketing in 2025: Five key trends that will drive the future - ET BrandEquity

Marketing - Marketing in 2025: Five key trends that will drive the future - ET BrandEquity | The Marteq Alert | Scoop.it
Blockchain is the latest buzzword around and is being touted as a technology that can bring dramatic transformation to a wide range of industries. Marketing is no different. With blockchain, marketing can address some of its biggest concerns and challenges. Resolving privacy concerns, increasing transparency in terms of identifying bots and building consumer trust are some of the key areas where blockchain’s potential is being evaluated currently. As with any nascent technology, there will be some challenges, pitfalls and learning in adoption. That said, by 2025 expect to see some innovative use cases of blockchain.
CYDigital/marteq.io's insight:

Again there's a theme regarding privacy and trust, two basic components to blockchain.

 

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

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Why CMOs Need To Be Involved In Privacy Policy Creation - Forbes

Why CMOs Need To Be Involved In Privacy Policy Creation - Forbes | The Marteq Alert | Scoop.it
With transparency comes trust. Consumers believe they have little to no control over their personal data. According to the same above-mentioned report, technologies like IoT, edge computing, the cloud, and blockchain enable brands to behave in a way that can inspire consumer trust. Trust is a key element in customer experience, and brands that cannot provide a high level of trust cannot provide a high level of customer experience. It’s that simple.

CYDigital/marteq.io's insight:

Trust is inherent in marketing (or should be). And trust is one of the basic tenets of blockchain.

 

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

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The Digerati discussions: Where will we see the next big wave of digital disruption? - The Drum

The Digerati discussions: Where will we see the next big wave of digital disruption? - The Drum | The Marteq Alert | Scoop.it
While it does promote the ease of automation, the programmatic supply chain is notoriously riddled with fraud and an abundance of third-parties that eat into buyers’ budgets and sellers’ bottom lines.

Blockchain could be the answer. Though it isn’t yet built to be a cure-all for digital advertising, blockchain technology could clear up the muddied, opaque supply chain.

“From an ambitious viewpoint, blockchain could possibly allow complementary parties to come together to share data in a safe and private manner for mutual benefit,” said Su Lin Tan, vice-president of operations at Carousell. “Standalone publishers could confidentially share their first-party data with each other, forming a formidable force to stand together against the duopoly, which has an unfair advantage due to their unparalleled data sets.”
CYDigital/marteq.io's insight:

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

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How Blockchain Technology Is Shaping a New Future for Digital Marketing - TechFunnel

How Blockchain Technology Is Shaping a New Future for Digital Marketing - TechFunnel | The Marteq Alert | Scoop.it
At its core, blockchain is a kind of ledger that enables transactions between two parties while recording and time-stamp and online interaction without the need for third-party verification.

1. Market transparency
Blockchain, the encrypted, decentralized database of distributed and interlinked nodes, is particularly suited for integration with digital marketing. Blockchain promises to solve many of the issues that come with digital marketing, including data privacy, security and content monetization. The transparent nature of blockchain data also makes consumers feel at ease because companies cannot manipulate their data.

2. Eliminates the digital marketing middleman
Without blockchain, if a company wants to offer banner advertisements on its website it has to do so through Google AdSense so that no sketchy businesses will take over your ad space. Here Google processes the transaction and charges a fee for its part in the deal. Companies won’t have the need to go through a third-party platform such as Google with the blockchain structure. That’s because blockchain users can be verified through their networks. People would know they’re getting what they’re paying for as opposed to potentially paying for clicks that aren’t genuine.

3. Gives the consumer control of their own information
Marketers will no longer be able to extract customer’s information without their permission, rather will have to earn the customer’s consent, blockchain technology also allows consumers to charge for their contact information and attention. Thus giving the consumers full control over their information.

4. Data protection and security benefits
With rigorous data protection regulations like the GDPR coming into effect across all major markets, marketers can also leverage the blockchain technology to store large volumes of customer data securely.  Additionally, regulatory agreement to GDPR that will require marketers to take consent from their customers can also be managed through blockchain technology. 

CYDigital/marteq.io's insight:

Best summary that we've seen.

 

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

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Blockchain: the Key to Realizing the Digital Industrial Revolution - Forkast News

Blockchain: the Key to Realizing the Digital Industrial Revolution - Forkast News | The Marteq Alert | Scoop.it
With blockchain’s inherent immutability and multi-party credibility, the technology has the potential to help transform traditional industries by linking up valuable assets such as medical receipts, commercial invoices, electronic contracts, warehouse bills, and digital identities.

Blockchain is also able to record the complete process of information flows between parties, significantly eliminate friction and the potential for fraud, and help individuals, companies and all of society become dramatically more efficient than before.    

Blockchain technology has already been explored and deployed by many other industries as well. Banking, insurance, investment management, and other financial services providers are using blockchain for digital certification and protection.

The applications of blockchain technologies are significantly enhancing the digital capabilities in our work and everyday life. By fostering greater trust and efficiency, blockchain technologies not only increase productivity but will also surely reshape the relationships between individuals and businesses and lead us to a real digital economy. For the billions of people and tens of billions of smart devices, that could mean hundreds of billions of smart contracts operating automatically and enabling global synergy significantly.
CYDigital/marteq.io's insight:

Note the attributes blockchain brings to the table.

 

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

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Blockchain-based cross-border B2B Transactions to hit $4.4 Trillion by 2024: Juniper - Which50

Blockchain-based cross-border B2B Transactions to hit $4.4 Trillion by 2024: Juniper - Which50 | The Marteq Alert | Scoop.it
The total value of B2B cross-border payments immutably stored on blockchain will exceed $4.4 trillion by 2024; up from $171 billion in 2019, according to new data from Juniper Research.

Blockchain enables real-time clearing and settlement for B2B transactions, while offering increased transparency and reduced costs.

The new research, Blockchain: Key Vertical Opportunities, Trends & Challenges 2019-2030 revealed that financial institutions will save $7 billion by 2024, due to the automation of ‘Know Your Customer’ checks, allied to the involvement of blockchain in identifying users via self-sovereign identity.
CYDigital/marteq.io's insight:

Oh, just a minor jump(!).

 

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

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Top 12 Programmatic Advertising Trends for 2020 and Beyond | MarTech Advisor

Top 12 Programmatic Advertising Trends for 2020 and Beyond | MarTech Advisor | The Marteq Alert | Scoop.it

"Ad frauds have been on a high over the last few years. A 2019 report by Cheq, a cybersecurity firm, claims that ad fraud damages will touch $26 billion in 2020, $29 billion by 2021 and $32 billion the year after that.

 

Increased transparency in programmatic advertising is the only way to tackle these frauds. This is where blockchain and Ads.txt (an Interactive Advertising Bureau initiative - Authorized Digital Sellers), help. BlAdTech (Blockchain+AdTech) is based on the principle of decentralization. Blockchain in programmatic adtech has been able to tackle ad fraud by helping cut down the number of unnecessary middlemen, removing domain spoofing, verifying the legitimacy of publishers and allowing transactions using cryptocurrencies.

 

The ad reselling vendors or unnecessary middlemen are a big menace to the advertising industry. As a solution to this, preventing unauthorized reselling of ad inventory, publishers can now host ads.txt approved files on their servers, listing all the companies allowed to sell the publisher’s inventory. That said, these two pillars of cyber-hygiene in programmatic advertising are here to stay!"

CYDigital/marteq.io's insight:

It's a huge problem that can be somewhat mitigated by the inclusion of blockchain from providers. It's coming.

 

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

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Top 80 Stats About A Future Customer Experience Shaped By Technology - Forbes

Top 80 Stats About A Future Customer Experience Shaped By Technology - Forbes | The Marteq Alert | Scoop.it
Technology is the future of customer experience. These statistics show the grow of new technology and how it impacts everything about the future of customer experience.
CYDigital/marteq.io's insight:

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

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Will Blockchain Ever Reach Mainstream Adoption? A Look in 2019 - G2

Will Blockchain Ever Reach Mainstream Adoption? A Look in 2019 - G2 | The Marteq Alert | Scoop.it

Research has shown that:

  • 84% of executives say their organizations have at least some involvement with blockchain technology (PWC 2018 Survey)
  • 53% of respondents say that blockchain has become a critical priority for their organizations in 2019 (Deloitte’s 2019 Global Blockchain Survey)
  • 86% say blockchain technology is broadly scalable and will eventually achieve mainstream adoption (Deloitte’s 2019 Global Blockchain Survey)
  • There are over 40 million blockchain wallet users

 

So what’s holding blockchain back from mainstream adoption? Well, there are many key challenges facing distributed ledger technology that are keeping it out of reach for most business owners.

  • Reason #1: Cost – blockchain applications are expensive
  • Reason #2: scalability and slow transaction speeds
  • Reason #3: Understanding – and trust
  • Reason #4: regulation

CYDigital/marteq.io's insight:

As a homegrown tool, blockchain is too early for adoption. As a foundation for a 3rd party application that you can use, it's perfect.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing

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3 Ways Blockchain Will Revolutionize Marketing in 2020 and Beyond - CMSwire

3 Ways Blockchain Will Revolutionize Marketing in 2020 and Beyond - CMSwire | The Marteq Alert | Scoop.it
1. More Democratic Marketing
Martin believes blockchain gives some power back to consumers that was previously in the hands of social media platforms and other companies that collect consumer data. 

2. More Reliable Marketing
Blockchain can create transparency surrounding where products were sourced or manufactured. 

3. Cheaper Ads
Without the middle man, the cost of digital advertising would be reduced for marketing teams. 
CYDigital/marteq.io's insight:

Blockchain is a means to an end, and not in and of itself the answer to all problems. But it opens up significant opportunities for marketers via applications built using blockchain and its principles.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing

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What's Blockchain Actually Good for, Anyway? For Now, Not Much | WIRED

For a while, blockchain was seen as a panacea, says Andrew Stevens, a Gartner analyst who coauthored the “blockchain fatigue” study. Stevens’ team focused on projects that touted blockchain as a way to identify fraudulent and tainted goods in supply chains. They predicted 90 percent of those projects would eventually stall. Blockchain evangelizers were finding that supply chains more complex than expected, and that blockchain offered no ready-made solutions. When it comes to mission-critical blockchain projects, “there are no deployments across any supply chains,” he says.

But Stevens says the concept of blockchains may yet prove useful as a way to get competitors and other distrustful parties to share data and tools. He compares it to early internet experiments, before anyone knew if the internet would catch on. Even if such projects start as a marketing ploy, they can spark corporate bureaucrats to gamble on initiatives and partnerships they otherwise wouldn’t.
CYDigital/marteq.io's insight:

Great article, and as it usually is with a breakthrough, it's a technology looking for an application. Having said that, we have that application geared towards Marketers, and it breaks the digital conglomerate hegemony.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing

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How blockchain technology can save AI - CryptoSlate

How blockchain technology can save AI - CryptoSlate | The Marteq Alert | Scoop.it
Much of what we term AI today results from the application of Machine Learning to extraordinarily large amounts of data. To be precise, it is the application of so-called Deep (Machine) Learning techniques that has enabled the rise of voice search and voice-activated assistants such as Siri, healthcare innovations in areas such as cancer diagnosis and treatment, face recognition such as AWS Rekognition and the broader areas of image and video analysis and recognition, machine translation including tools like Bing Translator, speech recognition tools and the emergence of the so-called self-driving automobiles and more. Technically, we should call this the Deep Learning resurgence, and not the AI resurgence.

Blockchain platforms have led to incredible advances in the design and development of decentralized applications and systems and have been applied to domains ranging from cryptocurrencies to enterprise supply chains. More importantly, there are two capabilities that blockchains enable due to their inherent decentralized implementation.

First, blockchains provide the ability for users to be in control of their data and to decide when, where, to whom, and for how long to provide access to their data i.e. blockchains are the anti-thesis of systems that intrinsically and automatically exploit the user’s private data. Further, with the advent of Zero-knowledge proofs, blockchains now have the ability to reveal nothing about a transaction except that it is valid.

Second, blockchains are designed without a central authority or system. Therefore, in order to achieve agreement on both data and transactions, blockchains use a variety of fault-tolerant consensus algorithms. While there is an assortment of consensus algorithms, all of them share similar characteristics with respect to achieving agreement across a decentralized set of nodes (or systems). In particular, a variant called Byzantine Consensus addresses the Byzantine Fault Tolerance problem referred to earlier. Blockchains enable the development of AI applications that are not reliant on a single-vendor implementation with all of their concomitant risks and faults.

Together, these two critical capabilities have the potential to enable today’s Machine Learning implementations to address their Achilles Heel and to enable AI applications that are both not privacy intrusive and not susceptible to the single-vendor Byzantine Faults.
CYDigital/marteq.io's insight:

Excellent insight as to how AI/ML can be (significantly) improved.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing

CYDigital/marteq.io's curator insight, October 28, 2019 4:45 PM

Excellent insight as to how AI/ML can be (significantly) improved.

 

Curated by CYDigital: Empowering Marketers, One Blockchain at a Time https://cyd.digital #zeropartydata #martech #marketing

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Practical application of distributed ledger technology: self-sovereign identity on the blockchain | Dentons - JDSupra

Practical application of distributed ledger technology: self-sovereign identity on the blockchain | Dentons - JDSupra | The Marteq Alert | Scoop.it
Self-sovereign identity is the notion that rather than having our information held by third parties (often without us knowing what that information is), individuals and entities instead have the ability to store and ultimately control their own digital identities. They can choose to provide select data points about themselves under conditions that they set when there is a need for such information collection,7 without having to rely on a central repository to store this information.8

CYDigital/marteq.io's insight:

And that is our mission upon which we are delivering.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing

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Blockchain strategy must evolve at the same pace as technology - TechRepublic

Blockchain strategy must evolve at the same pace as technology - TechRepublic | The Marteq Alert | Scoop.it

"Blockchain is not one thing: It includes a range of technologies from smart contracts to tokens to consensus models. Because these products will continuously mature and become available, CIOs should plan for incremental evolution of their blockchain strategies. 

Gartner sees four phases in the evolution of blockchain technology:

  • Blockchain enabling technologies
  • Blockchain inspired
  • Blockchain complete
  • Enhanced blockchain 

The industry is currently moving out of the second phase--blockchain inspired" and into the third phase--"blockchain complete." Gartner predicts that the final phase will start by 2030."

CYDigital/marteq.io's insight:

CMOs need to seek out those blockchain solutions that are, at a minimum, blockchain inspired, as they are answers to those "pesky: challenges, e.g., data privacy.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing

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David Gelernter's Revolution Populi is trying to take on Facebook - BusinessInsider

David Gelernter's Revolution Populi is trying to take on Facebook - BusinessInsider | The Marteq Alert | Scoop.it
Gelernter thinks there's a better way: he envisions a social media that's collectively owned by its users, where terms of use are determined democratically and privacy is guaranteed by blockchain-based encryption.

Gelernter has teamed up with Rob Rosenthal, a 19-year veteran of Goldman Sachs, to launch the new social media, dubbed "Revolution Populi." 

It may seem far-fetched, but they're counting on the general public becoming so fed up with Facebook — but still craving a social media outlet — that Revolution Populi becomes a global movement. A Facebook spokesperson did not immediately respond to Business Insider's request for comment.
CYDigital/marteq.io's insight:

Just another example of how blockchain can be applied to the thorniest of problems.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing

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Making blockchain real for customer loyalty programs | Deloitte US

Making blockchain real for customer loyalty programs | Deloitte US | The Marteq Alert | Scoop.it
Loyal customers are one of the primary drivers of any for-profit business. By building loyalty rewards programs, companies aim to heighten the customer experience. In many cases, however, the opposite has occurred. The implementation of blockchain can drive the customer experience to the next level, and here’s how:

Reducing costs
Enabling a frictionless system
Making the process near real-time
Providing a secure environment
Creating unique business opportunities
CYDigital/marteq.io's insight:

It's a no brainer!

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing

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Blockchain in marketing: Will 2019 be a year more of hope or hype? - Marketing Tech News

Blockchain in marketing: Will 2019 be a year more of hope or hype? - Marketing Tech News | The Marteq Alert | Scoop.it
Given that blockchain’s adoption is in its near infancy in business categories beyond finance and manufacturing, it has the potential to evolve many aspects of marketing. Beyond the customer experience, the marketing industry could use it to create accountability in ad buys, improve a brand’s transparency, or understand customer engagement better.

As consumers realise the benefit of content that is personalised to their needs, many will join a company’s blockchain environment. And to further engagement, brands may incentivise consumers for their attention. Given that there might be a reduction in the need for media intermediaries, companies can afford to take some of their cost-per-thousand savings from media and transfer that to the actual audience. 
CYDigital/marteq.io's insight:

It's not a matter of hope or hype, but waiting for the martech commercialization of blockchain for consumption.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing

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Future of the Bot: Why Marketers Need to Be Critical of Own Performance Data - Martech Series

Future of the Bot: Why Marketers Need to Be Critical of Own Performance Data - Martech Series | The Marteq Alert | Scoop.it
As programmatic advertising reaches adulthood and the advertising process becomes ever more automated, it’s not possible to simply sit back and blindly trust the measurement and attribution data. Instead, incorporating emerging tech solutions from AI to blockchain will be paramount in waging the war against bot fraud.

CYDigital/marteq.io's insight:

Ad fraud is one of the obvious choices for blockchain application for the Marketer.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech

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Blockchain: the Ten Commandments for CIOs - Finextra

8. CIOs should continue to develop proofs of concept internally as well as part of market consortiums

In order to get grip on blockchain and what it can mean for their business, CIOs should continue to develop proofs of concept to test blockchain’s business worthiness. Thereby they should take into account that different industry domains (upstream, midstream, downstream and marketing) and functional areas (such as commodity trading, cash management, supply chains and data integrity) are expected to adopt blockchain on different timelines.

For enterprise success, blockchain needs to be a consortium effort – not something that is used only internally. CIOs should be aware that the transformative nature of blockchain works across multiple levels simultaneously (process, operating model, business strategy and industry structure), and its success will depend on coordinated action across multiple companies. The way to create a multi-company blockchain consortium however is a very difficult one.
CYDigital/marteq.io's insight:

Moral of the story: engage with your CIO on testing, as it is unfamiliar territory for many, unless you're engaging with a 3rd party service provider.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech

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New Balance Athletics Inc. Launches a Pilot Project Based on Distributed Ledger Blockchain Technology - CryptoNewz

New Balance Athletics Inc. Launches a Pilot Project Based on Distributed Ledger Blockchain Technology - CryptoNewz | The Marteq Alert | Scoop.it
According to the latest information, the New Balance Realchain network will be launched in alignment with the unveiling of OMN1S shoes on Friday. The project will help the new clients to record their shoes’ ownership on the decentralized chain. The purchasers of the OMN1S shoes will be given a Realchain card, which will be studded with an identity and security chip. After receiving their pair of basketball shoes, the owner can scroll through the New Balance app for scanning a QR code imprinted on the Realchain card. Also, one needs to scan the chip embedded within the card to get their shoe pair authenticated on the IOHK Cardano blockchain network.

The customers need to enter a code given on the tongue of the shoes into the app for claiming their ownership. By doing this, the particular person will be entitled to secured ownership of the shoes recorded on the New Balance Realchain platform.
CYDigital/marteq.io's insight:

Another brilliant way to apply blockchain, as it aids another level of exclusivity.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech

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How Blockchain has Impacted Relationship Marketing | MarTech Advisor

How Blockchain has Impacted Relationship Marketing | MarTech Advisor | The Marteq Alert | Scoop.it

"Data centralization is core to digital marketing driven by data and analytics. The vulnerabilities of this data can be removed by the decentralized, and distributed ledger technology Blockchain. The security risks are taken care of by this technology, which also increases the transparency and traceability of the data.

 

Apart from the security of the data, there are concerns related to the overall cost of analysis, storage and retrieval of data. As you need to offer something in return for the data available to the intermediaries such as Google and Facebook, you end up spending a lot of money. The ROI is negligible against the spending in certain cases, specifically from these channels.

 

However, with Blockchain you can get your hands on the data without considering these middle channels. You own your personal data, and the scope for manipulation of this data reduces tremendously. 

 

As a marketer, you reduce the spend but, you also empower the consumer with a choice on sharing the data. The consumer gets the veto on the data that can be shared, and the ones that should be private. It works as a win-win situation for both, and eventually you get to score trust with the customers.

CYDigital/marteq.io's insight:

And if you want this enacted for your company, contact us! It's what we do.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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