2.5.2 Decentralized Marketing Attribution

The Marketing Attribution case implemented on the DGT platform focuses on facilitating decentralized exchanges of data and information between financial institutions and advertising hubs for effective marketing attribution. It aims to enable transparent and reliable tracking of advertising campaigns, attribution of customer interactions, and fair compensation to stakeholders involved in the marketing ecosystem. The decentralized nature of the solution ensures data privacy, integrity, and trust among the participating entities.

2.5.2.1 Benefits

• Transparent Attribution: The decentralized exchange of data ensures transparent and accurate attribution of customer interactions across multiple advertising channels, providing insights into the effectiveness of marketing campaigns.

• Data Privacy and Security: By leveraging the DGT platform's secure and decentralized infrastructure, sensitive customer data remains protected, reducing the risk of data breaches and unauthorized access. Confidentiality and privacy of customer information are upheld, enhancing trust among participants.

• Fair Compensation: The solution enables fair compensation for all participants in the marketing ecosystem, ensuring that each entity involved receives appropriate rewards based on their contribution.

• Efficiency and Cost Savings: By eliminating intermediaries and implementing smart contracts, the solution reduces operational costs and streamlines the attribution process, leading to greater efficiency in marketing campaigns.

• Trust and Collaboration: The decentralized nature of the solution fosters trust and collaboration among financial institutions, advertising hubs, and other stakeholders, creating a more cooperative and reliable marketing ecosystem.

• Confidentiality and Privacy: The decentralized architecture of DGT ensures confidentiality and privacy of sensitive customer data, protecting personal information and maintaining compliance with data protection regulations.

2.5.2.2 Solution Components

• Financial Institutions Connector: Integration with financial institutions' systems allows for the exchange of customer transaction data, enabling accurate attribution of marketing interactions.

• Advertising Hubs Connector: Integration with advertising hubs' platforms enables the collection and analysis of advertising campaign data for attribution purposes.

• Private Set Intersection Engine: The Private Set Intersection Engine facilitates the secure and private matching of customer data between financial institutions and advertising hubs, ensuring that relevant data is shared while preserving privacy.

2.5.2.3 Implementation Plan

Step	Description	Activity	Duration (Weeks)
1	Requirement Gathering and Design	Define marketing attribution requirements	2
2	Integration with Financial Institutions	Establish data exchange mechanisms with financial institutions	4
3	Integration with Advertising Hubs	Connect with advertising hubs for campaign data exchange	4
4	Private Set Intersection Engine Development	Develop and implement the Private Set Intersection Engine	6
5	Data Analytics and Attribution Model Development	Develop algorithms and models for marketing attribution	6
6	Testing and Quality Assurance	Conduct testing and ensure system reliability	2
7	Deployment and Go-Live	Launch the marketing attribution platform	1
8	Monitoring and Maintenance	Monitor system performance and provide ongoing maintenance	Ongoing

The duration provided in the implementation plan is approximate and may vary based on project complexity and resource availability. Confidentiality and privacy measures are incorporated throughout the solution to safeguard sensitive customer information using the Private Set Intersection Engine.