Laying the Data Foundation of Web3 Marketing: Addressable and Spindl Announce New Strategic Partnership
When Addressable was established a little more than a year ago, we interviewed a variety of Web3 founders and asked them about their biggest challenges. It was clear that Web3 marketing had to transform from hype-based to data-based marketing to grow in a sustainable way. At the time, we weren’t sure whether others noted the potential for this space to transform, and to what extent. At least not until venture capitalist Tomasz Tunguz published his inspirational mental model for Web3 marketing.
The mental model explains the huge opportunity for Web3 marketing through a technical stack, composed of boxed systems, to support a Web3 advertiser in their user acquisition journey.
The blue-colored boxes on the left side of the stack compose the data-driven part, aimed at helping Web3 marketers answer key questions such as:
- Which of my campaigns is acquiring whales? (Attribution)
- What segments of my token holders have the highest LTV? (Segmentation)
- How has my token progressed compared to my competitors? (Analytics)
- How to reach my target audience? (Targeting)
"We empower marketers with the ability to create a Web3 audience, launch targeted campaigns, measure campaigns’ performance, and reward the audience and influencers natively on-chain, all in one unified experience."
The data-driven part of the marketing stack is familiar to marketers migrating into Web3 from Web2 (and it’s essential to them as well!) But it’s important to note that the Web3 marketing stack is fundamentally different from that of Web2.
First off, Web2 marketing tech overlooks blockchain data and the wallet as a core entity. The transparency and availability of on-chain data enables marketers to leverage the global view of interactions that take place on the blockchain, learn from them and react to them. It’s a game changer for marketers used to being limited to first party data.
Secondly, targeting and retargeting wallets using data enables marketers to succeed despite the Internet becoming cookieless. For this exact reason, Tomasz Tunguz later predicted that “Marketing [will become] the first broad use case of web3 after Defi, catalyzed by the death of the third-party cookie.”
For these reasons, we view the data-driven part of the Web3 marketing stack as its foundation. And ensuring that it’s as effective as possible is a tall order.
Fortunately, we’ve had the pleasure of meeting Spindl. They share our values regarding the importance of data-driven marketing, via their first-in-class Web3 attribution solution.
Today, we’re proud to announce a partnership between our two leading Web3 marketing companies, Spindl and Addressable.
"The transparency and availability of on-chain data enables marketers to leverage the global view of interactions that take place on the blockchain, learn from them and react to them."
Spindl solves the problem of Web3 attribution by tracking user monetization, retention and acquisition sources. In the multi-channel Web3 landscape, Spindl accurately identifies the channels driving user growth and engagement, which makes for the only functional attribution technology in Web3 and a unique referral and users rewards product based on complex incentives like staking and NFT-based engagements.
Addressable solves the complementary problem of effectively acquiring users through targeting and analytics. By associating blockchain and social media data, Addressable enables marketers to explore the market, build audiences, launch effective campaigns and track their performance. Addressable is currently supporting six blockchains and is working with a variety of customers including Bancor, Polygon, Immutable and Kryptomon.
The combined offering of Addressable and Spindl will be the first comprehensive user-acquisition solution in Web3. We empower marketers with the ability to create a Web3 audience, launch targeted campaigns, measure campaigns’ performance, and reward the audience and influencers natively on-chain, all in one unified experience.
There’s nothing else like this available in Web3 right now, and we’re proud to establish the foundation of the data-driven aspect of the Tunguz mental model. Both Addressable and Spindl hope that in the coming year, the marketing stack will continue developing even faster, creating the space for Web3 to grow effectively to scale.
Follow Addressable here, and Spindl here.