Applying Blockchain to the Media, Marketing & Insights Industries

1© GfK October 18, 2018 | Blockchain, Marketing & Insights @rolfeswinton
Blockchain for Marketing & Insights
Image: Teamlab.art

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

Do We
Actually Care
About Data
Quality?

What is the Cost of Flawed Data?

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?

Consumer Push for Change is Coming

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

How Much is Trust Worth?
How Much Do You Pay for Trust Now?

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.

There is an
ICO Funding
Boom
Underway
Unleashing
Massive R&D
Capital
Source: GP Bullhound, Pitchbook, ICO Bench, Coinmarketcap

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

Four Applications of Blockchain for
Marketing to Get Better Data
1.Identity Verification
2.Data Monetization
3.Data Traceability
4.Tokenomics & Incentive Systems

Data Control Matters
Self-Sovereign Identity

“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

Self-Sovereign Identity Blockchain Systems are In Use Now, Sort
of! In Syria, by the World Food Program – ID2020

Four Aspects of Blockchain for MR to Get Better Data
1. Identity Verification
2. Data Monetization
3. Data Traceability
4. Tokenomics & Incentive Systems

Monetizing an
Individual’s Data
• Profiling Data
• Financial Data
• Healthcare Data
• Vehicle Data
• IoT Data
• Etc…

Data Marketplaces
Centralized vs Decentralized - Blockchain
Cosmian
Measure Protocol

Four Aspects of Blockchain for MR to Get Better Data
1. Identity Verification
2. Data Monetization
3. Data Traceability
4. Tokenomics & Incentive Systems

Figure 2. Conceptual depiction of the structure of a Chainpoint 3.0 proof.
How You
Track Data
Elements in
Blockchain
Merkle Tree

High Stakes Efforts for Superior Data Traceability –
WalMart & Food

Token Economics & Incentive Systems

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…

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!?...

And All This Can be Public or Private or Both
Public
Blockchains
Private
Blockchains

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

GreenBook
MR Chain

Facebook & Google are Long in Blockchain

Google Has Also Been Thinking About This for a While and May be
Building their Own Blackbox Version of This

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

What Can Your Organization do Now?

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!

Thank you!
@rolfeswinton
Rolfe.Swinton@gfk.com

Applying Blockchain to the Media, Marketing & Insights Industries

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