There’s been a few marketing proposals which I’ve criticized for lacking tracking systems. But don’t get me wrong, we’re working on Zenon.Org + an integration with Attribute.me (both which I architected from the ground up while contributing to THORChain in the past) so that content creators can prove the value they drive to the network.
Here’s a preview of how it worked for THORChain:
At THORChain I wanted to prove that ad spend can result in more liquidity providers entering pools, and hence having a positive effect on the RUNE token value due to its deterministic design (the more liquidity in the network, the more buying pressure on the RUNE token). For that, I needed to architect a system that would track a user session from THORChain.Org landing pages, down to the moment they used a DEX like SKIP.exchange to onboard new liquidity.
Attribute.me uses Google Analytics (GA) events that are deeply integrated into THORChain.Org and SKIP.exchange. But GA data is accessible to users with privileges, therefore we leveraged GA API’s to pull relevant performance data onto Attribute so that all participants can value their performance permissionlessly.
This system creates new value for content creators, advertisers, marketers because it gives them trackable links to various landing pages. They just need to integrate the link in their content or campaign, and then measure the conversions via attribute.me public dashboards.
What can be tracked? Everything. A click on a telegram icon, a link to a 3rd party website, a conversion on SKIP.exchange (or other interfaces who wished to integrate attribute events in their DEX).
The content creators / advertisers / marketers do part of the work: they develop the traffic generation (content, ads, tweets, telegram messages etc), and use the attribute.me campaign links to track what users converted-to once they landed.
The method relies on the following:
Are the landing pages / funnels converting if relevant traffic is driven? Can we design better funnels as a marketing community using Zenon.Org’s framework?
Do the integrated DEXes have an easy UI / onboarding flow?
Using GA was really the first MVP to prove that we can decentralize performance marketing. We can user other cookie less systems which use post backs, and lead to an attribute 2.0 – however for the moment a ton can be done using GA and these methods. It’s already way ahead of most marketing systems in the cryptosphere.
I don’t down vote content creator proposals for no reason. I do it so that we save the funds and instead distribute them to content creators who actually prove they perform. Zenon.Org + Attribute will give them these abilities.