Not sure if here’s the place to address this, especially because I am not part of this discussion. In any case, Ceri and I touched on that. So I am gonna be the devil’s advocate as I believe what I have to say is important for the continuance of the Status Network, given the strategic goals for this year.
As you know crypto-related products are prohibited from advertising on the mass networks (Facebook and Google (i.e. wallets and/or coins). Still, target crypto communities across those networks can be exposed to a value proposition of private communication.
Private communication as a brand engagement driver would be a low barrier. Driving activation (active peer IDs), is a challenge that, based on my experience, breaks down into 2 dimensions for Status: analytics and product-market fit:
- Product-market fit. Media sharing and voice messages are part of the communication habits of 1.6 billion people today. As Rachel concluded during the product roadmap meeting back in October, even crypto communities are making compromises with privacy if usability does not meet their expectations.
- Developing a deep understanding of retention drivers to achieve continuance and inclusivity requires the right security infrastructure that balances inclusivity, continuance, and resourcefulness with privacy and liberty. Building marketing and product experiences rely on user research a.k.a user behavior data + empathy for users. In growth, monitoring and optimization of KPIs are needed not only in acquisition but also in product. Think, onboarding and product usage data to conclude on adoption and retention drivers.
I understand that Fanthom is used on the marketing side for monitoring top-level insights on content consumption, link clicks and app installs. This data alone does not enable monitoring of KPIs such as Cost per active unique peer IDs/per campaign, features used per cohort, drop off points in onboarding, A/B testing to minimize and so on.
As you know, Facebook and Google’s ad platforms feed conversion data into their machine learning algorithms and incentive by optimizing the delivery of ad assets to high converting audiences, thus ensuring advertisers pay for more effective user acquisition. Without pushing such private data I imagine you are prepared for high CPAs per active user?.
While data for statistically significant conclusions can be collected with privacy preservation, resourcefulness would be necessary for achieving that and widespread ease-of-use at the lowest economic cost possible in order to achieve continuance. As I was enthused, I did a quick research and it might be that Heap enables removing the collection of sensitive data attributes to comply with privacy-preserving analytics. This might be of help ot @petty and/or @Bruno
Thank you and good luck!