流动性协议营销人员如何挖掘 Web3 的“最神圣的数据”

当营销人员 Yakov Sychev 在 2023 年 11 月跨链流动性协议 Eywa 推出前一个月加入该协议时，他惊讶地发现“没有真正好的工具”来衡量用户如何与区块链合约交互。

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 在跨链流动性协议 Eywa 于 2023 年 11 月推出前一个月加入了该协议。作为首席营销官，他正在帮助营销人员了解 Web 2 和 Web3 之间的用户旅程。

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 的用户最看重的是匿名性和去中心化。

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

CoinDesk：在成为 Eywa 首席营销官之前，您从事什么工作？

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：我当时正在开发一款介于 Web2 和 Web3 之间的加密会计应用程序。我们使用了很多 Web2 工具，不需要 Web3 分析。在此之前，我主要从事 Web2 项目，包括教育网络研讨会的自动化。我们需要将传入流量与其来源连接起来，例如将 Telegram 用户名与该用户在网络研讨会房间中的操作连接起来。

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.

我们构建了显示用户旅程的渠道并将其自动化。我们可以看到有多少人处于渠道的不同阶段以及用户参加网络研讨会的分钟数。例如，您可以看到客户是否通过机器人参加网络研讨会，或者通过 Facebook 广告。

CoinDesk: How do those funnels look different in Web3?

CoinDesk：这些渠道在 Web3 中看起来有何不同？

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：我开始理解它们与 Eywa 项目有多么不同。借助 Web3，您在区块链中拥有了另一层数据。用户不仅仅与您的网站或内部系统进行交互。他们通过购买、出售或交换代币与您的区块链合约进行交互。

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，我无法衡量受众的质量或区块链上的指标。我可以看到人们如何通过 Web2 分析工具访问我的网站，但我看不到人们在链上做什么，这是 Web3 项目中最神圣的数据。链上数据对于投资者来说非常有价值。它显示了你的成长程度。

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.

当然，您有用于区块链分析的特定工具。但问题是我会看到1000多个钱包，但我不知道通过什么渠道把它们带给我们。我不知道这些钱包的质量——他们持有多少代币或者他们进行了多少交易。您无法看到链下操作如何将用户转移到链上。作为营销人员，您需要了解这一点。

CoinDesk: How is Cookie3 providing that information?

CoinDesk：Cookie3 如何提供该信息？

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：我可以举个例子。我们正在参与 Cookie3 生态系统活动，这是一个包含几个项目的活动。他们的网站有一个到我们网站的链接，我提供了该网站，并且具有类似于 Google Analytics 中的基本参数。在集成此活动之前，我们使用的是 Cookie3，因此当用户通过此链接访问我们的页面时，我可以看到有多少钱包通过它连接。关键是我可以看到这个来源（Cookie3 生态系统活动）给我带来了多少钱包。

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.

这只是表面现象。我可以更深入。 Cookie3 有一个链上浏览器，我可以在其中看到与我们的智能合约交互的钱包的概述。我可以看到交易计数。然后我就可以更深入地调查这些钱包的质量。它比我从其他合作伙伴那里看到的更好吗？更差？这帮助我识别和比较不同的渠道、博主、KOL、影响者——我用来带来流量的所有来源。它还添加了一个新层——ID，即钱包。

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

通过此次空投，Eywa 用户可以通过参与 Eywa 产品获得免费的 Cookie3 代币空投积分。用户如何赚取积分？

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.

跟踪与我们的合约交互的钱包地址很容易，因此我们与 Cookie3 共享这些地址。他们让这些钱包索取过去互动的空投点。每个跨链进行一笔交易的用户都可以获得积分。

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.

对于当前的交互，我们在 Cookie3 中配置了智能合约。使用 Cookie3，我不需要开发人员。我有一些来自开发人员方面的数据，比如要使用哪个合约，然后我可以通过 Cookie3 自己配置所有内容，这是我几个月前做的。现在，Cookie3 正在跟踪与我们的智能合约的所有交互。

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

CoinDesk：您从 Cookie3 中学到的最有价值的见解是什么？

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：我们正在吸引对我们的产品类别感兴趣的受众。它们不是来自 NFT 或 GameFi，而是来自交易所或 DeFi 协议（我们的竞争对手）作为来源。很多用户来自不同的 Dapp，所以我知道他们使用的确切 Dapp。这帮助我知道该与谁建立合作伙伴关系。

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