Blockchain and the CMO
File Type: Document, Infographic, Video
https://www.blockchainresearchinstitute.org/project/blockchain-and-the-cmo/
Sep 28, 2017 - With blockchain technology, chief marketing officers will be able to demonstrate a clearer return on marketing investment than current alternatives. This project explains how CMOs can lead blockchain initiatives and unlock new areas of value creation while engaging customers, earning their loyalty, and protecting brand reputation globally.
Keyword: advertising,
brand,
CMO,
CRM,
dynamic pricing,
management,
marketing,
marketing ROI,
promotion,
sales,
SDG 12,
user experience,
UX
Webinar #4: Blockchain and the CMO: The Next Era of Marketing
File Type: Video
https://www.blockchainresearchinstitute.org/project/webinar-4-blockchain-and-the-cmo-the-next-era-of-marketing/
Dec 14, 2017 - Hosted by BRI Managing Director Hilary Carter and featuring Jeremy Epstein, blockchain marketing expert and author of the BRI's "Blockchain and the CMO" project. They explore questions such as, "how does blockchain as a trust machine change advertising, data analytics, branding, and the customer experience?", "How does it offer organizations an opportunity to differentiate and gain competitive advantage?"
Keyword: advertising,
brand,
CMO,
CRM,
dynamic pricing,
management,
marketing,
marketing ROI,
promotion,
sales,
SDG 12,
user experience,
UX
Non-Fungible Tokens
File Type: Document, Infographic
https://www.blockchainresearchinstitute.org/project/non-fungible-tokens/
Aug 30, 2019 - This project explores a type of cryptoasset, the non-fungible token (NFT), or what we call the crypto collectible. It explains the concept of the NFT and illustrates how it works through the best-known NFTs, CryptoKitties, a phenomenon of an asset within the Ethereum-based CryptoKitties game. It revealed how businesses might create and use digitally unique and scarce assets beyond cryptocurrencies in their business models. The project also covers the online gaming market—both packaged software and downloadable content—and describes how companies might tokenize their intangible and physical assets.
Keyword: 0xcert,
AgriDigital,
CryptoKitties,
Dapper Labs,
Enjin,
ERC-1155,
ERC-721,
GoodRobot.com,
SDG 10,
SDG 9,
technology,
Valve,
video game
Transforming Plastic Pollution Using Blockchain
File Type: Document, Infographic
https://www.blockchainresearchinstitute.org/project/transforming-plastic-pollution-using-blockchain/
Aug 13, 2019 - This research highlights the findings and recommendations of The Coca-Cola Company’s study of single-use plastic packaging waste. The author makes the case that blockchain technology has potential for addressing the challenges of plastic waste in our environment. Specifically, distributed ledgers, combined with global positioning and microtagging, provide a mechanism for tracking plastic through the supply chain and support incentive systems for recycling or reusing it and choosing biodegradable options. It is a must-read for executives in the consumer packaged goods industry.
Keyword: circular economy,
Circularise.com,
CPG,
edible plastics,
Empower.eco,
energy & resources,
green tech,
INSEAD,
Internet of Things,
Litterati.org,
manufacturing,
Nestlé,
Plastic Bank,
retail,
SDG 12,
SDG 15,
sustainability
Managing Blockchain Transparency
File Type: Document, Infographic, Video
https://www.blockchainresearchinstitute.org/project/managing-blockchain-transparency/
Nov 10, 2017 - In this research, Park explains that transparency is a design choice. Whether the blockchain is public and permissionless, such as the Bitcoin or Ethereum blockchains, or private and permissioned, such as Ripple or Hyperledger implementations, transactions are traceable with attribution of actions to identifiers. Therefore, the technology has a native high level of transparency. Users can still protect their privacy in both private and public blockchains: some methods are procedural and involve the smart usage of the protocol, whereas others are technological and use mathematics. Park argues for public disclosure even on permissioned blockcha...
Keyword: Enron,
financial innovation,
financial services,
linkable ring signatures,
permissioned blockchain,
permissionless,
R3,
Rotman School of Management,
SDG 16,
technology,
University of Toronto,
zero knowledge proofs
