Blockchain & the Future of MarTech: The MarTech Stack
Jeremy Posvar
![Jeremy Posvar]()
Jeremy Posvar
Blockchain Operations & Marketing, x-MSFT, Jeremy.eth, Cryptopunk #7741, Creator
As a follow-up to our 2017 MarTech “Stackie” visualization, which helped contextualize an enterprise’s modern marketing digital transformation, Todd Wells and I recently collaborated again to document and visualize the possible impact of Blockchain technology on Marketing – and more specifically the marketing technology (MarTech) ecosystem. In this outlook, we present a technology primer on Blockchain itself and introduce the areas we sense are most due for disruption, including: the role of Marketers and Agencies, MarTech Applications, and Customer Data, Permissions & Privacy.
- Full Outlook (4-page PDF)
- CMO Placemat (1-page PDF)
- Learn more @ chiefmartec.com
Director of Enrollment Management Technology
7 年Great article, Jeremy Posvar! I am doing a lot of research on Blockchain in the InsurTech space, and Connected Car adoption is slow due to security and privacy concerns. Insurance is a perfect fit for Blockchain and Smart Contracts, but there has to be an entry point to drive adoption with the customer and build trust. I have chosen that entry point to be the Vehicle Service Contracts, added to the purchase of a vehicle at the dealership. If you have ever purchased a vehicle, you have been asked to buy an Extended Service Contract. In this situation, we are looking to leverage the Blockchain to secure an ODBII device that will allow for the tracking vehicle mileage and diagnostic, while at the same time give the customer access to remote unlock, lock, and arm through a phone app. So, that is where I see our entry point that will create a tipping AmTrust within the Connected Car space. What is the one MarTech innovation you could deploy tomorrow at Microsoft that would be your entry point that would create a snowball effect to MarTech/Blockchain success?
Analytics Leader | Data Driven Insights | Influence & Drive Business Transformation
7 年Very interesting read Jeremy Posvar. I would agree that we are truly scratching the surface of the potential impact of Blockchain on MarTech. Looking forward to seeing this evolve!!
PwC Principal (Partner)- Driving Transformation with Strategy, Marketing, and Sales Expertise
7 年Worth a read - maybe a little early-stage for many/most - but a glimpse into a potential future + even more reasons to double down on Marketing Ops and Tech talent, plus Content.