解码区块链数据用于营销研究：通过分析钱包份额获得新见解

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing Pub Date : 2025-09-01 DOI:10.1016/j.ijresmar.2024.12.002

Björn Hanneke , Bernd Skiera , Thilo Gerwien Kraft , Oliver Hinz

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引用次数: 0

摘要

区块链通常与匿名和非法活动联系在一起。然而，公共区块链提供了无与伦比的透明度，因为它们公开记录所有交易。这种透明度使公司能够以低成本实时观察其客户和竞争对手的交易。本文概述了如何使用区块链数据的透明性来获得对现实世界行为的有价值的见解，例如客户的钱包份额。该实证研究使用了来自整个NFT交易市场的bbb数据，涵盖了8家竞争公司130万客户的2270万笔销售交易，总费用超过5亿美元。研究表明，客户当前的支出（钱包大小）并不是未来增长潜力的有效指标，因为它与钱包份额或潜在钱包大小几乎没有相关性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Decoding blockchain data for research in marketing: New insights through an analysis of share of wallet

Blockchains are often associated with anonymity and illicit activities. However, public blockchains offer an unparalleled level of transparency because they record all transactions openly. This transparency allows firms to observe in real-time and at a low cost the transactions of both their customers and competitors. This article outlines how to use the transparency of blockchain data to gain valuable insights into real-world behaviors, such as customers’ share of wallet. The empirical study uses blockchain data from the entire NFT trading market, which covers 22.7 million sales transactions from 1.3 million customers across eight competing firms, and totals to over US$500 million in fees. The study reveals that a customer’s current spending (size of wallet) is not a valid indicator of future growth potential because it has little correlation with the share of wallet or potential wallet size.

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来源期刊

International Journal of Research in Marketing BUSINESS-

CiteScore

11.80

自引率

4.30%

发文量

审稿时长

66 days

期刊介绍： The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.