Blockchain for the data insight industry
At the DAIS Data Analytics & Insights salon, I had the great pleasure of talking to Stephan Shakespeare, CEO of YouGov, about the potential of blockchain technology in the data insight and market research industry.
Blockchain today is still predominantly associated with Bitcoin. However, it is indeed a suite of technologies that can benefit Fintech, Supply Chain Management, Identity Management, and Big Data.
Stephan outlined how Yougov is applying Blockchain to add a self-service platform to their consumer panel. Most importantly, the new platform can not only be used for market research but also personalized advertising. No consumer data is stored on the blockchain, but rather a kind of receipt confirming the transaction in a transparent, secure, yet anonymous way.
Applying blockchain or DLT (distributed ledger technology) to consumer insight services is an investment for the future. It will allow handling the transaction of large datasets between consumers (as data providers) and organizations (as data users) in a secure, trusted, and accountable way, including the monetization of data.
Security, data authenticity, accountability, monetization, and disintermediation are the key-words associated with blockchain technology in the
Below the link to the original article in Planung & Analyse (in German)