流動性協議行銷人員如何挖掘 Web3 的“最神聖的數據”

當行銷人員 Yakov Sychev 在 2023 年 11 月跨鏈流動性協議 Eywa 推出前一個月加入該協議時，他驚訝地發現「沒有真正好的工具」來衡量用戶如何與區塊鏈合約互動。

Yakov Sychev joined cross-chain liquidity protocol Eywa a month before its launch in November 2023. As CMO, he is helping marketers understand user journeys between Web 2 and Web3.

Yakov Sychev 在跨鏈流動性協議 Eywa 於 2023 年 11 月推出前一個月加入了該協議。

A MarketingFi company, Cookie3 “is basically Google Analytics for Web3,” Sychev says, where Eywa’s users value anonymity and decentralization above all.

Sychev 表示，Cookie3 是一家 MarketingFi 公司，“基本上是 Web3 的 Google Analytics”，Eywa 的用戶最重視的是匿名性和去中心化。

CoinDesk: What work were you doing before becoming CMO at Eywa?

CoinDesk：在成為 Eywa 行銷長之前，您從事什麼工作？

Yakov Sychev: I was working on a crypto accounting app that was in between Web2 and Web3. We used a lot of Web2 tools and didn't need Web3 analytics. Before that, I was mostly working on Web2 projects, including automation for educational webinars. We needed to connect incoming traffic to its sources, like a Telegram username to that user’s actions in a webinar room.

Yakov Sychev：我當時正在開發一款介於 Web2 和 Web3 之間的加密會計應用程式。我們使用了很多 Web2 工具，不需要 Web3 分析。在此之前，我主要從事 Web2 項目，包括教育網路研討會的自動化。我們需要將傳入流量與其來源連接起來，例如將 Telegram 使用者名稱與該使用者在網路研討會房間中的操作連接起來。

We built funnels that showed users’ journeys and automated them. We could see how many were on different stages of the funnel and how many minutes the user was on the webinar. You could see, for example, if a customer went through a bot to a webinar, or from a Facebook ad.

我們建立了顯示用戶旅程的管道並將其自動化。我們可以看到有多少人處於管道的不同階段以及用戶參加網路研討會的分鐘數。例如，您可以看到客戶是否透過機器人參加網路研討會，或透過 Facebook 廣告。

CoinDesk: How do those funnels look different in Web3?

CoinDesk：這些管道在 Web3 中看起來有何不同？

Yakov Sychev: I started to understand how different they are with the Eywa project. With Web3, you have another layer of data in the blockchain. Users don't just interact with your websites or systems in-house. They interact with your blockchain contracts by buying, selling, or swapping tokens.

Yakov Sychev：我開始理解它們與 Eywa 專案有多麼不同。借助 Web3，您在區塊鏈中擁有了另一層資料。使用者不僅僅與您的網站或內部系統進行互動。他們透過購買、出售或交換代幣與您的區塊鏈合約進行互動。

Before Cookie3, I couldn’t measure the quality of the audience or the metrics on blockchain. I could see how people went to my website through Web2 analytics tools, but I couldn’t see what people were doing on-chain, which is the most sacred data in Web3 projects. On-chain data is very valuable to investors. It shows how much you're growing.

在 Cookie3 之前，我無法衡量受眾的品質或區塊鏈上的指標。我可以看到人們如何透過 Web2 分析工具造訪我的網站，但我看不到人們在鏈上做什麼，這是 Web3 專案中最神聖的資料。鏈上數據對於投資人來說非常有價值。它顯示了你的成長程度。

Of course, you have specific tools for blockchain analytics. But the problem was I would see 1000-plus wallets, but I didn’t know what channels brought them to us. I didn't know the quality of these wallets — how many tokens they’re holding or how many transactions they’ve made. You couldn’t see how off-chain actions transitioned users on-chain. As a marketer, you need to understand that.

當然，您有用於區塊鏈分析的特定工具。但問題是我會看到1000多個錢包，但我不知道透過什麼管道把它們帶給我們。我不知道這些錢包的品質——他們持有多少代幣或他們進行了多少交易。您無法看到鏈下操作如何將使用者轉移到鏈上。作為行銷人員，您需要了解這一點。

CoinDesk: How is Cookie3 providing that information?

CoinDesk：Cookie3 如何提供這些資訊？

Yakov Sychev: I can give you an example. We were participating in a Cookie3 ecosystem campaign, a drop with a couple projects. Their website had a link to our website, which I provided and had basic parameters like those in Google Analytics. We were using Cookie3 before we integrated in this campaign, so when users got to our page with this link, I could see how many wallets were connected through it. The key is I can see how many wallets this source — the Cookie3 ecosystem campaign — brings me.

Yakov Sychev：我可以舉個例子。我們正在參與 Cookie3 生態系統活動，這是一個包含幾個項目的活動。他們的網站有一個到我們網站的鏈接，我提供了該網站，並且具有類似於 Google Analytics 中的基本參數。在整合此活動之前，我們使用的是 Cookie3，因此當用戶透過此連結造訪我們的頁面時，我可以看到有多少錢包透過它連接。關鍵是我可以看到這個來源（Cookie3 生態系統活動）為我帶來了多少錢包。

That just scratches the surface. I can go deeper. Cookie3 has an on-chain explorer, where I can see the overview of the wallets that interacted with our smart contracts. I can see the transaction count. Then I can go deeper and investigate the quality of those wallets. Is it better than what I see from other partners? Worse? This has helped me identify and compare different channels, bloggers, KOLs, influencers — all the sources I'm using to bring in traffic. It also adds a new layer — ID, the wallet.

這只是表面現象。我可以更深入。 Cookie3 有一個鏈上瀏覽器，我可以在其中看到與我們的智能合約互動的錢包的概述。我可以看到交易計數。然後我就可以更深入地調查這些錢包的品質。它比我從其他合作夥伴那裡看到的更好嗎？更差？這幫助我識別和比較不同的管道、部落客、KOL、影響者——我用來帶來流量的所有來源。它還添加了一個新層——ID，即錢包。

Through that drop, Eywa users could get free Cookie3 token airdrop points for their engagement with Eywa’s products. How did users earn points?

透過此空投，Eywa 用戶可以透過參與 Eywa 產品獲得免費的 Cookie3 代幣空投積分。用戶如何賺取積分？

It’s easy to track the wallet addresses that interacted with our contract, so we shared those addresses with Cookie3. They let those wallets claim airdrop points for past interactions. Each user who made even one transaction cross-chain could get points.

追蹤與我們的合約互動的錢包地址很容易，因此我們與 Cookie3 共享這些地址。他們讓這些錢包索取過去互動的空投點。每個跨鏈進行一筆交易的用戶都可以獲得積分。

For present interactions, we have our smart contracts configured in Cookie3. Working with Cookie3, I don't need a developer. I have some data from the developer side, like which contract to use, and then I can configure everything myself through Cookie3, which I did a couple months ago. Now, Cookie3 is tracking all the interactions with our smart contracts.

對於當前的交互，我們在 Cookie3 中配置了智能合約。使用 Cookie3，我不需要開發人員。我有一些來自開發人員方面的數據，例如要使用哪個合約，然後我可以透過 Cookie3 自己配置所有內容，這是我幾個月前做的。現在，Cookie3 正在追蹤與我們的智能合約的所有互動。

CoinDesk: What have been the most valuable insights you've learned with Cookie3?

CoinDesk：您從 Cookie3 中學到的最有價值的見解是什麼？

Yakov Sychev: We’re acquiring an audience that’s interested in our product category. They’re not coming from NFTs or GameFi, but exchanges or DeFi protocols — our competitors — as a source. Lots of users come from different Dapps, so I know the exact Dapps they use. That helps me know who to approach for partnerships.

Yakov Sychev：我們正在吸引對我們的產品類別感興趣的受眾。它們不是來自 NFT 或 GameFi，而是來自交易所或 DeFi 協議（我們的競爭對手）作為來源。很多用戶來自不同的 Dapp，所以我知道他們使用的確切 Dapp。這幫助我知道該與誰建立合作關係。

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