Addressable’s New Tool Brings Precision Targeting to Web3 Marketing

Intro

With Web3 marketing forecasted to be a $100 billion industry by 2030, campaign managers are under more pressure than ever to deliver meaningful results. Until recently, crypto marketers had to make do with tools built by and_ for_ Web2, from Google Analytics to HubSpot. As useful as these resources are, they are insufficient when it comes to identifying and tracking individuals conducting business on-chain.

Which is why a new tool launched by Web3 growth platform Addressable is turning heads in marketing circles. Now, for the first time, it’s possible to zero in on a target audience, whether it’s composed of crypto whales, serial stakers, or DeFi power users. It’s all thanks to a tool described as a “Web3-enabled CRM,” created to crack the code of crypto users once and for all.

Named ‘User Radar’, the slick new dashboard hopes to rewrite the marketing playbook for those operating in the decentralized space. Let’s take a closer look at what it does, and how it might be leveraged to maximize your marketing.

Piercing the Blockchain Miasma

As the first tool to unmask the wallets behind web traffic, User Radar aims to turn passing site clicks into a treasure trove of high-intent leads. How? By leveraging the inherent transparency of public ledgers to give marketers all the data they need to do their jobs.

User Radar builds profiles of crypto users based on their blockchain activity, enabling an at-a-glance summary of their token holdings, go-to networks, dApps, and social networks, and transaction patterns. By providing such forensic info, it can help to build a clearer picture of who the user is and what exactly they’re seeking.

“It’s the perfect antidote to bloated campaigns that fail to generate meaningful value,” says Addressable co-founder and CEO Tomer Sharoni, pointing out that teams who “systematically nurture their website visitors can increase revenue by up to 50%.”

This, of course, is a truism understood by all marketers. Cold clicks are just that, revealing virtually nothing about the site visitor’s true intent. While the best analytics platforms provide nuggets of wisdom to help construct a profile, Web3 users remain enigmas because their paper trail, as it were, exists on-chain. Although blockchains are public, they are a pseudonymous maze for those who lack the proper tools.

Designed to illuminate vital information about the user’s persona _and _journey, Addressable’s tool analyzes aggregated balances across multiple blockchains, revealing behavioural patterns – say, a user who’s all-in on Solana DeFi – before combining this with off-chain data from social engagement. By having this dual focus, the dashboard grants marketers a panoramic and holistic view, the better to tweak campaigns for maximal impact.

A Command Center for Campaigns

Given its ability to collate so much useful data, what can you actually do with User Radar’s unified dashboard? Well, profile-building for a start: marketers can create an incredibly valuable profile virtually from the moment a wallet-enabled visitor lands on the site.

Armed with info relating to token holdings, dApp usage and transactions, you can determine whether your target is chasing yield, collecting rare NFTs, HODLling, or exclusively interested in play-to-earn gaming. Helpfully, User Radar generates an estimated return on ad spend (ROAS), leaving you free to focus on the best leads.

Of course, it’s still your responsibility to actually build a good campaign: User Radar can’t do the whole job for you. What is possible, however, is to make a comparison between ad creatives side-by-side, to see which one lands. User Radar also helps detect missing UTMs before they tank attribution, and tracks on-chain and off-chain revenue in real-time.

Perhaps the real magic of User Radar lies in its multi-ad network retargeting. Imagine a whale browsing your NFT marketplace but bouncing before loading their bags; User Radar lets you re-engage them with tailored ads across X, Reddit, or 400,000+ websites and crypto publishers. It’s seamless, programmatic, and laser-focused, ensuring your message follows users wherever they roam.

In short, the tool functions like a sniper rifle in a world of scattershot marketing. Less ad spend, more strategy.

A New Era of Web3 Marketing

It’s too early to say what the impact of User Radar will be: it’s only been in the wild for a matter of weeks. If Addressable is right, though, the dashboard represents a wake-up call for Web3 marketers drowning in data but starved for insights.

By turning regular traffic into actionable leads, User Radar empowers projects to connect with visitors who drive revenue. The question isn’t whether you need User Radar; it’s whether you can afford to ignore it while competitors take it for a spin.