Digital2Go looks to blockchain to rev up consumer engagement in A/NZ

Technology 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."

Dan Voyce
Dan Voyce

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. The type of data collected is often not fully understood to the mobile device user yet provides significant revenue to the companies that collect and sell this data," he continued.

“The NEM blockchain infrastructure will enable D2GO to bring this to life for both businesses and their customers.” 

As a result, brands get access to even greater insights - and not just on a narrow segment of data - which will ultimately lead to greater customer engagement, Voyce claimed. 

“For instance, if we know this consumer is likely to buy a certain type of car in the next 30 days, we can actually intersect with other data we have about them to give the manufacturers an idea about what kind of car they might want to buy," he said.   

Ensuring the ‘provenance of the data’ is accurate is very important for brands to achieve, Voyce noted. “Anyone can make up this kind of data... One of the good things about blockchain is it allows us to essentially notarise where the data has come from, and therefore prove its provenance.”   

As part of the A/NZ push, D2GO is setting up a blockchain development centre in Melbourne, where Voyce is based, and where a bulk of the R&D will be done.

The company is also on on the hunt for four senior developers and will bring on-board business development staff down the line.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

are you talking about bbc news here

frank

CMO interview: How BBC Worldwide's marketing lead builds brand purpose and growth

Read more

Toms is definitely my favourite shoe brand! Along with Aurélien. For this summer I bought two pairs of navy Toms espadrilles and a pair o...

Paul Erickson

​The shoe with a good soul: TOMS’ innovations for philanthropic engagement

Read more

I think this is the best article today about the salesforce latest platform. Thanks for taking your own time to discuss this topic, I fee...

Ramramky

Salesforce looks to democratise AI, IoT with latest platform play

Read more

I came across this recently when researching blockchain loyalty point projects. There are quite a few projects. Most are in development a...

Andrew @ EcomLoop

How cryptocurrency is set to change the customer loyalty program model

Read more

nive!

Maureen Becks

How AI helped San Churros build brand loyalty and excitement

Read more

Latest Podcast

More podcasts

Sign in