More Related Content Similar to Applying Blockchain to the Media, Marketing & Insights Industries (20) More from Rolfe William Swinton (13) Applying Blockchain to the Media, Marketing & Insights Industries1. 1© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Blockchain for Marketing & Insights
Image: Teamlab.art
2. 2© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Blockchain, Marketing & Insights
What We Will Cover Today
1. Data Fraud, Data Quality, Data Law
2. Blockchain – the Needed Technology Trust Institution
3. Blockchain – Huge Levels of Investment Driving R&D / Innovation Efforts
4. Four Facets of Blockchain Innovation that Will Impact Marketing & Insights
5. Some Major Players Already Focused on Blockchain
6. Ways to Take Action Now
3. 3© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Do We
Actually Care
About Data
Quality?
4. 4© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
What is the Cost of Flawed Data?
5. 5© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
What Happens When You Feed Bad Data into AI?
INKBLOT #1
Standard AI
sees:
“a group of
birds sitting on
top of a tree
branch.”
INKBLOT #1
Norman sees:
“a man is
electrocuted
and catches to
death.”
What do you See?
6. 6© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
7. 7© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Consumer Push for Change is Coming
8. 8© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Regulatory Drivers: Vermont & California & GDPR –
Regulatory Forces at Work That Drive Consumer Data
Ownership, Transparency & Traceability
Ultimately – there is a lack of trust in the data ecosystem as it stands
9. 9© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
How Much is Trust Worth?
How Much Do You Pay for Trust Now?
10. 10© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Blockchain is the “trust protocol”
– Marc Andreessen
Blockchain enables trusted transactions directly between two or more parties,
authenticated by mass collaboration and powered by collective self-interests,
rather than by large corporations motivated by profit.
11. 11© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
There is an
ICO Funding
Boom
Underway
Unleashing
Massive R&D
Capital
Source: GP Bullhound, Pitchbook, ICO Bench, Coinmarketcap
12. 12© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Blockchain, Marketing & Insights
What We Will Cover Today
1. Data Fraud, Data Quality, Data Law
2. Blockchain – the Needed Technology Trust Institution
3. Blockchain – Huge Levels of Investment Driving R&D / Innovation Efforts
4. Four Facets of Blockchain Innovation that Will Impact Marketing & Insights
5. Some Major Players Already Focused on Blockchain
6. Ways to Take Action Now
13. 13© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Four Applications of Blockchain for
Marketing to Get Better Data
1.Identity Verification
2.Data Monetization
3.Data Traceability
4.Tokenomics & Incentive Systems
14. 14© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Data Control Matters
Self-Sovereign Identity
15. 15© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
“Self-Soverign Identity” (SSI) with Blockchain
Self-sovereign identity puts people in charge their own digital
identities.
The key elements to SSI
1. PERSONAL
2. PERSISTENT
3. PRIVATE
4. PORTABLE
16. 16© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Self-Sovereign Identity Blockchain Systems are In Use Now, Sort
of! In Syria, by the World Food Program – ID2020
17. 17© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Four Aspects of Blockchain for MR to Get Better Data
1. Identity Verification
2. Data Monetization
3. Data Traceability
4. Tokenomics & Incentive Systems
18. 18© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Monetizing an
Individual’s Data
• Profiling Data
• Financial Data
• Healthcare Data
• Vehicle Data
• IoT Data
• Etc…
19. 19© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Data Marketplaces
Centralized vs Decentralized - Blockchain
Cosmian
Measure Protocol
20. 20© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Four Aspects of Blockchain for MR to Get Better Data
1. Identity Verification
2. Data Monetization
3. Data Traceability
4. Tokenomics & Incentive Systems
21. 21© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Figure 2. Conceptual depiction of the structure of a Chainpoint 3.0 proof.
How You
Track Data
Elements in
Blockchain
Merkle Tree
22. 22© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
High Stakes Efforts for Superior Data Traceability –
WalMart & Food
23. 23© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Token Economics & Incentive Systems
24. 24© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Getting the Tokenomics Right Really Works!
…motivated the building of the world’s
largest supercomputer (4x) with over 200,000 nodes…
…and created the Cryptocurrency, now worth c.
$182Bn, all self-directed – no one told anyone to
do anything
A mere whitepaper…
25. 25© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
So Where Can This All Be Applied to Marketing?
Identity
Verification &
Self-Soverign
Identity (SSI)
Personal
Data
Management
&
Monetization
Data Flow /
Data Supply
Chain
Management
Tokenized
Dynamic
Incentive
Systems
1. Market Research – Connecting Data From Source to Insight
2. Marketing Effectiveness – Connecting Ad Exposure to Individuals' Behavior to
Purchase
3. Media Behavior – Connecting All Consumer Media Touchpoints
4. And what else!?...
26. 26© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
And All This Can be Public or Private or Both
Public
Blockchains
Private
Blockchains
27. 27© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Specific Projects Tacking Key Aspects of the
Consumer Data Value Chain
Identity Verification
& Self-Soverign
Identity (SSI)
Personal Data
Management &
Monetization
•
Data Flow / Data
Supply Chain
Management
Tokenized
Dynamic Incentive
Systems
Cosmian
Measure
Protocol
28. 28© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
GreenBook
MR Chain
29. 29© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Facebook & Google are Long in Blockchain
30. 30© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Google Has Also Been Thinking About This for a While and May be
Building their Own Blackbox Version of This
31. 31© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Facebook & Blockchain
• Internal blockchain project now led by David
Marcus – ran the Messenger product, ex president
of PayPal, and on board of CoinBase
•CoinBase has 10M+ users – maybe over 1/3 of all
holders of a crypto wallet
• FB securing / managing permissioned access to
individual data (an FB SSI)
+
• Leverage FB’s implicit reputation economy (DW)
+
• Extend FB payment system?
+
• Streamline Data Flows Through Standards-Driven
Approach
32. 32© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
What Can Your Organization do Now?
33. 33© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
What Can You Do Now
You should be taking blockchain technology as seriously as you should have
been taking the development of the Internet in the early 1990s.
It’s analogous to email for money or email for data assets.
1. Pilot With Existing Project(s) – Get Learning
2. Build Your Own Blockchain
3. Talk to partners about JVing – share the risk!
34. 34© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Thank you!
@rolfeswinton
Rolfe.Swinton@gfk.com