Riley Crane

Web3 Analytics resemble web2 in theory but differ in practice. Of course, daily active users and cohort metrics will hydrate dashboards. But so will Discord user activity and token trades. Marketers must answer new questions: Are the people chatting in my Discord tokenholders? Who are the whales (the largest account holders)? How does my user base ... See more

Join me in a thought experiment. Imagine you are imprisoned in a room by a despotic regime and allowed contact with the outside world only through a primitive computer. Called a text-only terminal, the computer lets you send and receive as many written messages as you like. It lets you read as many articles as you like. But it can’t display images ... See more

What if a crypto wallet replaced the crumbling cookie?

The most insidious feature of kludgeocracy is the hidden, indirect, and frequently corrupt distribution of its costs. Those costs can be put into three categories — costs borne by individual citizens, costs borne by the government that must implement the complex policies, and costs to the character of our democracy.The price paid by ordinary citize... See more

Wallets resemble cookies in some ways and improve upon them in others. Like a cookie, a wallet is a unique, anonymous identifier. Applications can create wallets on a user’s behalf and append metadata, just like a cookie,. In addition, a user can exert influence and control over each.

Better than a cookie, the wallet records purchases on-chain and makes them public. Imagine being able to segment and target based on millions of users’ purchasing history in real-time.

How will the web3 marketing stack evolve? In three steps:

First, marketers will seek user analytics to answer questions like: How many users use the product? How is the user base growing? Where do they originate? How active are they? What is their lifecycle?

Marketers will classify users by behavior. How many behavioral segments emerge in the user ba... See more