Notum | DeFi Investments

🔵 An Application Case Study 🔵 The use case is based on @NotumDefi and its interaction with @cookie3_co, as their marketing manager prepared go-to-market campaigns, influencer onboarding, quests, and so on. However, he had to define measurable metrics such as customer acquisition cost, channel responses that yielded the best results, customer base definition, and so on. The obvious route was to begin with Web2 tools such as Google Analytics, but the marketing manager quickly realised that there was a gap, as he could not link on-chain holdings, transaction channels, and wallet interfaces with the tool. The first order of business on Cookie3 was to upload a spreadsheet containing some basic information about blockchain wallets, such as wallet balances, transaction counts, portfolio sizes, transaction frequency, and token holdings. Instantly, Cookie3 produced a basic analytics dashboard mapping out the data within the spreadsheet. In a single view, the information from the spreadsheet provided multiple angles for further investigation. The next step was to assess the success of using quest platforms as a channel for onboarding. Despite the acclaimed success of Web3 campaign management platforms, data collected from these campaigns and presented on Cookie3 immediately showed that the average user balance was much less than what Notum was targeting. Consequently, he decided to stop using quest campaigns as a channel, saving the protocol from spending funds on a likely irrelevant channel to source users. Moving on from their campaign launch, it was time for the marketing manager to determine which methods were the most effective in acquiring the relevant audience. Using Cookie3, he generated multiple UTM (Urchin Tracking Module) links to track each sub-campaign and gather data. The evaluation focused on channels among influencers, ad protocols, and DeBank broadcasting. Data gathered from all three channels were once again uploaded into Cookie3, showing which channels were worth investing in more, while others needed to be cut out entirely. All in all, the marketing manager managed to leverage data-driven insights almost immediately on Cookie3, allocating budgets to optimise the most efficient channels. Moreover, data reporting was made simple, structured, and streamlined. This case study has showcased the first part of Cookie3 and intends to demonstrate how Web2 methodologies can be extended to Web3 analytics with the correct tooling. With this as a baseline, the second component of Cookie3 can evolve to become an even better targeting tool to weed out airdrop farmers and help protocols convert campaigns into real users at a higher rate. For such a tool, a critical aspect for development is to support different chains and protocols to reach the widest possible audience and customer base. This is why Cookie3 currently supports Ethereum, BSC, Polygon, Avalanche and even newer chains such as Mantle and Linea, with more than 150 web3 projects already using the tool: 🔵 Cookie3 Backers 🔵 Backers of Cookie3 include companies such as: @DewhalesCapital, @SynapseVentures, @TheSpartanGroup, @BigBrainVC, @hartmanncap, @LD_Capital, @JSquare_co, @buildwithMV, @OrangeDAOxyz, @Block54Capital, @GravityTeam_co, @grizzlycapitalx, @StakezCapital, @Crypto3Capital, @MetaVision_VC, @pointercapital, @Wealth_Union and others. 🔵 Conclusion 🔵 Web3 marketing as an industry vertical is here to stay, as protocols aim to expand their reach not only to crypto-native users but also seek ways to onboard more users and broaden their customer base. The vertical is still in its infancy, where actors are figuring out how to optimise their marketing material while ensuring they have the correct branding representation to the public. The purpose of marketing tools built for Web3 is not necessarily about how in-depth or customizable the software is, but how easy it is for both blockchain and Web2 marketing professionals to acquire, present, and investigate data in the easiest and most seamless ways. @cookie3_co has provided the first half of the solution, allowing marketers to better and more easily understand their on-chain user base while presenting information in a simple way for their management to digest. Coupled with the goal of solidifying their position in Web3 data management and intent on the future of user self-custodied data with the application of micro-rewards, the interaction model between users, protocols, and data analytics tools will continue to evolve. We are witnessing the next generation of MarTech growing in the Web3 industry, and the convergence of transparent data on the blockchain is becoming leveraged and interpreted in ways non-Web3 natives can understand and appreciate. 📖 Read the full article: dewhales.substack.com/p/cook… 💡 For insightful updates & more, connect with us: • Twitter: teapawt.org/DewhalesCapital • DeBank: debank.com/official-account/…