Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Navigating the Challenges: Evaluating Marketing Campaigns in a Decentralized Landscape

Author(s): Debashish Sakunia and Biswajita Parida

In the age of Web 3.0, the decentralized nature of platforms poses significant challenges to traditional advertisement assessment tools, making it imperative to redefine campaign effectiveness metrics. This paper delves into the intricacies of marketing within the decentralized ecosystem, highlighting pressing issues like fake engagements and the inadequacies of token-based verification systems. Through a combined methodology of literature review and author brainstorming sessions, we introduce the Decentralized Engagement Score (DES) — a novel, user-centric metric designed to measure genuine interactions without the need for complex blockchain validations. The DES formula amalgamates variables like Engagement Depth, Peer Sharing Score, and Feedback Value, providing a holistic, adaptable, and transparent means for marketers to gauge and optimize their campaign strategies in a Web 3.0 environment.’

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