NFT as a Data-Driven Marketing Tool

Detalhes bibliográficos
Autor(a) principal: Campos, Paulo Alexandre Magalhaes de
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/163941
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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spelling NFT as a Data-Driven Marketing ToolNon-Fungible TokenBlockchainweb3Data-Driven MarketingArtificial IntelligenceCustomer DataBig DataSDG 4 - Quality educationSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureSDG 10 - Reduced inequalitiesSDG 16 - Peace, justice and strong institutionsSDG 17 - Partnerships for the goalsDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThis research steers the fast-developing landscape of Non-Fungible Tokens (NFTs), in a data-driven marketing tool perspective within the paradigm of Web3. The journey takes us to three key objectives, the study unfolds the current utilization of NFTs in marketing, elucidates the extraction and utilization of NFT data for data-driven marketing, and enumerates the challenges for mass adoption of Web3 technologies. A qualitative analysis was conducted, involving in-depth semi-structured interviews with 21 experts in the NFT and marketing ecosystem. The insights gathered from these interviews provide an understanding of the practical applications, challenges, and potential of NFTs as data-driven marketing tools in the Web3 era. Firstly, the study unveils the use of NFTs across the marketing funnel, with a marked concentration in the Bottom of the Funnel (BoFU) – loyalty stage. The primary use involves incentivizing customers using Rewards/Benefits and granting NFT owners access to Exclusive Products or Experiences. Secondly, the research shows the ability to extract comprehensive data from NFTs, on-chain information, and off-chain data. This abundance of data becomes paramount in data-driven marketing, where machine learning models enhance predictive capabilities, allowing more personalized and meaningful interactions along the customer journey. Insights from interviews highlight the practical implications and challenges associated with leveraging NFT data in marketing strategies. Lastly, the study identifies the principal challenges impeding the general adoption of Web3 technologies where, education, legal compliance, utility/UX, and privacy emerge as key obstacles. Noteworthy, the findings affirm that addressing utility/UX concerns and resolving legal intricacies could pave the way for mass adoption. In essence, this research answers its main question, demonstrating that NFTs can be effectively used as data-driven marketing tools by collecting data all through their lifecycle, submitting this data to AI-driven analysis will generate not only valuable insights but also shape the basis for informed decision-making. The significant utilization of NFT data, however, depends on the resolution of Web3 challenges, primarily centered on enhancing user experience and utility while addressing legal concerns. This research contributes to the ongoing debate on the integration of NFTs in the marketing funnel, offering insights into data sources, analytical strategies, and impediments and enablers for the broader adoption of Web3 technologies.Gonçalves, Rui Alexandre HenriquesRUNCampos, Paulo Alexandre Magalhaes de2024-02-22T17:43:25Z2024-01-302024-01-30T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/163941TID:203526805enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:49:48Zoai:run.unl.pt:10362/163941Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:59:57.139849Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv NFT as a Data-Driven Marketing Tool
title NFT as a Data-Driven Marketing Tool
spellingShingle NFT as a Data-Driven Marketing Tool
Campos, Paulo Alexandre Magalhaes de
Non-Fungible Token
Blockchain
web3
Data-Driven Marketing
Artificial Intelligence
Customer Data
Big Data
SDG 4 - Quality education
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 10 - Reduced inequalities
SDG 16 - Peace, justice and strong institutions
SDG 17 - Partnerships for the goals
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short NFT as a Data-Driven Marketing Tool
title_full NFT as a Data-Driven Marketing Tool
title_fullStr NFT as a Data-Driven Marketing Tool
title_full_unstemmed NFT as a Data-Driven Marketing Tool
title_sort NFT as a Data-Driven Marketing Tool
author Campos, Paulo Alexandre Magalhaes de
author_facet Campos, Paulo Alexandre Magalhaes de
author_role author
dc.contributor.none.fl_str_mv Gonçalves, Rui Alexandre Henriques
RUN
dc.contributor.author.fl_str_mv Campos, Paulo Alexandre Magalhaes de
dc.subject.por.fl_str_mv Non-Fungible Token
Blockchain
web3
Data-Driven Marketing
Artificial Intelligence
Customer Data
Big Data
SDG 4 - Quality education
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 10 - Reduced inequalities
SDG 16 - Peace, justice and strong institutions
SDG 17 - Partnerships for the goals
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Non-Fungible Token
Blockchain
web3
Data-Driven Marketing
Artificial Intelligence
Customer Data
Big Data
SDG 4 - Quality education
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 10 - Reduced inequalities
SDG 16 - Peace, justice and strong institutions
SDG 17 - Partnerships for the goals
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2024
dc.date.none.fl_str_mv 2024-02-22T17:43:25Z
2024-01-30
2024-01-30T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/163941
TID:203526805
url http://hdl.handle.net/10362/163941
identifier_str_mv TID:203526805
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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