Technoloy chief reveals the role blockchain can play in marketing strategy and campaigns A US-based consumer engagement and marketing intelligence firm that aims to leverage the use of blockchain in marketing, particularly consumer engagement, is pushing into the A/NZ market.   Digital2Go (D2GO) provides location-aware contextual data on consumers to use for engagement and insights. Its CTO, Dan Voyce, said the company has raised over $1 million from the NEM blockchain community fund in a bid to develop its blockchain-based platform, called LocationCore.

D2GO helps businesses better understand target market and behaviours by collecting non-identifiable information from mobile devices. The data is then used to inform business decisions, such as marketing campaigns for certain demographics in specific locations.

“Brands will be able to come to us and not only buy the segments of data they actually want to target, but actually gain a better understanding of what the target consumers are actually doing,” Voyce told CMO.  In the US, D2GO has worked with brands including BMW, Best Buy, Walmart and RCI, a division of international hotel chain, Wyndham Resorts. “We build predictive personas of customers to all of our brands to market to the kinds of segments that they feel people will engage with their products,” Voyce explained.

“We realised early on this kind of information that companies are taking from consumers is a kind of ‘black hole’. You sign up to Facebook, you essentially sign away most of your rights to whatever data you provide them.”

Voyce said the idea is to to use the public blockchain to democratise its segment of the data, let users decide what they want to send the company, then reward them at the point of collection, an important move in being transparent on the public blockchain.   “Billions of users are currently sharing their location data as well as other personal information every day without any form of monetary compensation. Read more from cmo.com.au…

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