![]() The Web3 attribution and identity layer is just now starting to emerge. Identity and attribution are key ingredients for growth, and linking crypto-native state (wallet addresses and behavior) with Web2 state (app and browser interactions) will unlock a clearer understanding of user psychology. Advertisers have been dreaming of identifying window shoppers versus real shoppers for decades. Minting an NFT, participating in a governance vote, or staking a protocol token are actions that signal meaningful interest in a given subject. On-chain asset ownership and emergent behavioral data provide more signal than passive, browsing data because on-chain data is financial in nature. ![]() sol), on-chain credentials, NFTs, and other on-chain activity represent a new data set that can be used to construct user profiles and segment cohorts. Specifically, public keys, Web3 namespaces (e.g.eth and. These technologies can also be used for Web3 products, but Web3 products also have their own tools for identifying users and their behaviors. Web2 attribution and identity infrastructure can be used to construct rich profiles that can be rolled up into cohorts that can be targeted and served with ads and other campaigns. Identity refers to the sum of user activity used to construct a profile for targeting (session cookies, location tags, on-chain data, etc.). Attribution refers to granular event analytics around which, how, and when users interact with links, pages, and applications (touchpoint trackers, referral headers, cache data). Third-party data, cookies and fingerprinting are the foundational building blocks of cohort segmentation in Web2 advertising, and they perform two core functions: attribution and identity. The primary catalyst creating this window of opportunity is the deep integration of two core crypto primitives into growth tooling for the first time. Supercharging Growth With Web3 Primitives This essay should provide a broad outline for founders looking to build crypto-native growth tools, and for growth teams at Web3 companies to reason about how they can structure their internal processes. The remainder of this post will explore what crypto-native growth infrastructure could look like. However, that’s all starting to change, and 2023 will give rise to the Web3 Growth Stack. Consequently, this means that Web3 builders have been mostly flying blind and are almost always playing from behind in the great war for user attention on the internet. ![]() Making matters worse, no one has seized the obvious opportunity to marry in-app activity with programmatic payments, which is one of the biggest opportunities of them all. Additionally, some of the best engagement and retention tooling (Segment, Iterable, and Mixpanel) ignore the rich data that exists on-chain (which is akin to in-app engagement for Web2 products). However, these tools-mostly built in the prior decade-are, for a number of reasons, unwilling or unfit to serve Web3 products and applications.įor example, some of the world’s largest ad networks (AdSense, AdRoll) have demonstrated no interest in the crypto ecosystem, going so far as to prohibit crypto advertisers entirely. Many of these tools have become indispensable in modern software development, and as such are extremely durable businesses. These tools enable structured processes around user acquisition, measuring retention and engagement, and monitoring conversion and monetization - the bread and butter of consumer internet businesses. In Web2, the growth stack consists of a plethora of tools, platforms, and analytics systems designed to help product and marketing leaders augment growth. We’ve become increasingly interested in a category of innovation that we’re internally calling the Web3 Growth Stack-i.e., the tools that product managers and marketers use to acquire, engage and retain customers using Web3 technologies.
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