2. Contents
I. Concept Statement
II. Data Analysis & Insight
III. Possible persona
IV. Possible Models
V. Further Plans
. Chatbot-style
. Blockchain-based
3. Mechanisms and Social, Cognitive Influence of
Digital Analytics and Algorithms
Applied in Commercial Services
Title of the study
โ
02
4. Study Description and Objective
to understand
the process and influence of
data analytics and algorithm
to deduce
the most efficient tracking
mechanism for a specific target base
to suggest
an improved approach
03
5. Subject of the Study
Single-person
Households
In their 20-30s
04
6. Research Design . Methods 05
Survey
In-depth
Interview
FGI Observation
Diary
Study
7. Data Analysis . Attitude toward Online Ads 06
Usage of personal
information,
area of interest
11. Possible Persona 10
20-30s
?
habitual
Bedtime, 15+
Informative
& fun
Perceives ads as
Easily
affected by ads
Several times a day/week
wants control
For higher relevance
Not too
offended
By for personal info
being tracked down
12. Possible Models 11
Ads manager
1. Chatbot-type
Similar to the ChatBot style.
Widget is personified/characterized,
providing different kinds of characters.
Adopt pet raising style game.
A lot of interaction going on.
2. Blockchain-based
Similar to the Bitclave model
No ads platform/serivce provider
between consumers and sellers.
Information is encrypted with blockchain
technology. Users get reward if
transaction is successfullymade.
13. Possible Models. 1. Chatbot-style 12
Chatbot-style
The primary form of interaction will be conversing with the system via
a chat-bot interface. The user simply tells the system what he wants and the
system reacts accordingly.
The user can tell the system things like โI need to buy quality dog food
because I have a corgi at home.โ orโI want to advertise my handmade
accessories to teens who like fantasy.โ
The system will use language processing software to understand the userโs
needs and make appropriate changes to algorithms that concerns that user.
It will also always use conversational feedback to explicitly let the user know
when and what kind of information that the system has received and utilized.
After the initialization sequence is complete, the user is free to interact with
the system whenever he pleases using the dedicated app, social media
pages, or the widgets.
14. Possible Models. 1. Chatbot-style 13
Habitual
Purchase
Habitual
Purchase
Habitual
Purchase
Clear Feedback
via natural language
Happens within
Single Platform
Friendly
Characters
Less
Invasive
Less
Disturbing
More
Controllability
20. Possible Models. 1. Chatbot-style 19
1+@. Possible Commands
I likedthis product that you recommendedto me today.
I donโt want to see any more ads on protein supplements.
Erase everything you know about me.
Send me statistics of the ads I sent out.
21. Possible Models. 2. Blockchain-based 20
Blockchain-based
Blockchain-based marketing/advertising platforms largely appeal to users
with their reward system of tokens, with the foremost premise being that the
reward does not go through any mediators within the process.The
provider/client delivers relevant ad contents AND equivalent rewards
DIRECTLY to the users.
Users trust the blockchain systemโs security of encrypted, decentralized data
and agree to provide individual information.Provider/client collects and
analyzes the above information to provide each individual with optimized
promotional ad contents.
User will receive corresponding amount of token reward(ConsumerActivity
Token) within the system upon being exposed, orreacting to the above ads.
Such mechanism enables the user to be acknowledged of the value of his
personal information which had been utilized/abused for nothing.
The provider also benefits from this direct and mutual process by eliminating
the risks of breaching personal information regulations, and not having to
worry about the accuracy and relevancy of randomly collected partial data.
22. Possible Models. 2. Blockchain-based 21
Relevancy Non-mediated
Information
Security
24. Possible Models. 2. Blockchain-based 23
2. Blockchain Model Information Architecture
25. Possible Models. 2. Blockchain-based 24
2โ. Influencer Targeting Ads Platform
Blockchain + Influencer
This slightly altered model reflects on the impact and possibility of token
reward, that such approach is highly likely to induce a positive, mutually
beneficial cycle of the production and distribution of quality-contents which
will lead to the infinite accumulation of consumerdata and vice versa.
Influencer(contents producer) receives token reward within the system
based on the viewers/consumers reaction/receptivity on his contents.
Consumers are also subject to token reward by exposing themselves to
these contents and responding/reacting to them.
The platform itself provides above information and is able to suggest the
optimal influencercontents to clients. The efficiency of such process(of
collecting and consuming data, reward, etc.) is maximized and optimized by
blockchain technology itself.
