From Blocks to Insights: Transforming Ethereum On-chain Data into Marketing Insights
(A2026-133423)

AUTHORS

Ruey Komulainen, Kajaani University of Applied Sciences/University of Oulu; Teck Ming Tan, University of Oulu/University of Helsinki; Satu Nätti, University of Oulu/University of Oulu

ABSTRACT

This study examines how blockchain and Web3 enable marketers to use transparent on-chain data to understand consumer behaviour and develop innovative strategies. Applying the 10Vs big data framework (volume, value, velocity, veracity, viscosity, variability, volatility, viability, validity, and variety), it analyses Ethereum Virtual Machine (EVM) components: account state, transaction, and block. The research identifies value enhancers and value detractors in Web3 marketing, linking blockchain data to marketing theory. It offers a systematic approach for extracting actionable insights with practical implications for segmentation and loyalty programs. It also enhances understanding of organisational information processing by showing how integrating on-chain data into strategies improves firms’ adaptability in evolving EVM-compatible blockchain environments.