Thread by @allenday

1/ A few things will happen as #web3 matures, attracting more developers to build on DLT-based storage.

The general pattern is that digital assets will begin to blend with existing content, behaviors, and even the physical world.

Here's some evidence...

2/ Supporting the thesis is @Twitter's support for verifying NFT PFPs held in $ETH wallets.

This shows how #web2 centralized and #web3 decentralized content will be blended together.

https://twitter.com/TwitterBlue/status/1484226494708662273

3/ For holiday gifts this year, @YouTube gave @flow_blockchain #NFT + physical display pieces to top content creators:

art.nftbridge.com/tokens/90516
flowscan.org/transaction/60…

CC @DashieXP @RichJWidmann

https://twitter.com/DashieXP/status/1474471302110978052?s=20&t=I9o8d84RL_l2vKf13hdvpA

4/ NFTs on a physical billboard - @envoynetwork's Decentraboard

Is this #AR? IDK, but it's for sure ad placement auctions running on @opensea 🤯
opensea.io/assets/0x5138d…

https://twitter.com/envoynetwork/status/1458032543526227976

5/ Prediction: #NFT will soon appear in sponsored tweets.

More complex hybrids of #web3 with legacy systems will soon emerge. Brands need to measure and *optimize* ROI.

NFT PFP placements on social profiles is something like ads x social proof. Brand awareness and association.

6/ Brands also want users to engage by performing specific actions, ie convert.

Campaign effectiveness needs to be measurable, esp as we move past the initial #NFT hype.

The Decentraboard web experience moves us in this direction.
decentraboard.com

7/ We'll soon see marketing funnels include "click-to-mint" incentives, or similar CPC equivalents.

A plethora of NFT-based incentive devices is waiting to be discovered here - we've only scratched the surface.

8/ @Google has best-in-class tools for digital marketers, such as Google Analytics, all under the umbrella of @GMktgPlatform. But these don't (yet) play nicely with #web3.

What's a marketer to do if she wants to build with digital assets?

(Are you a marketer? Please DM me!)

9/ Lately, I've been making tools to help digital marketers onboard to #web3, and to help developers native to #web3 be more savvy with their marketing spend.

Everything I'm presenting here is open-source and freely available.
imgur.com/a/b2l0Gtn

10/ The first thing we'll need for #web3 marketing is blockchain data in a format easy to integrate with other tools.

#Dapp devs may already use tools like @GraphProtocol and @DuneAnalytics, but these are standalone products, not marketing software suites.

11/ Google's has indexed ~20 blockchains in #BigQuery. These datasets are:

- Free to use
- Updated in real-time
- Query with SQL
- Stored in #BigQuery, a data warehouse SaaS.

This last point is critical for data integration.

HT @evgemedvedev @mitchem
console.cloud.google.com/marketplace/br…

12/ @GoogleAnalytics datasets are:

- Free to use
- Updated in real-time
- Exportable to #BigQuery

See where this is going?

support.google.com/analytics/answ…

13/ When we have our on-chain data and web browser data in the same place, (#BigQuery) we can integrate.

How? Link the Google Analytics web session to the MetaMask on-chain-session.

Then, all digital marketing use cases become available.

imgur.com/1TFHusQ

14/ Let's see a #web2 #web3 hybrid app in action. We built a simple (and very janky) #NFT ranking game on @0xPolygon

web3-analytics-demo.uc.r.appspot.com

@crypto_unicorns here - and it works for any.

Check the sources here, PRs welcome.

HT @roadsgoji

15/ 🏁 Let's wrap here and get some votes for Crypto Unicorns. Next time we'll look at:

- Contract events:
gist.github.com/allenday/de380…

- On-chain sessions:
github.com/blockchain-etl…

- Bringing it all together with DataStudio:
datastudio.google.com/c/u/0/reportin…

HT @iteriodata