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NEW YORK -
There is a much-needed improvement in Web3 events. Polar, a new data-driven
platform by WebZero, has been launched to put an end to what the company
referred to as the blind crypto event marketing era. This move is aimed at
addressing one of the major challenges experienced in Web3, which is making huge
investments in conferences and activations but still remaining in the dark on who
exactly is attending, interacting and converting.
Polar has
been created to enable tracking, measurement, and optimisation of event
performance in real time by crypto brands, protocols, as well as event
organisers, so that they can be turned into measurable growth channels instead
of being costly branding risks, especially when physical or hybrid.
Ending
Guesswork in Web3 Events
Over the
years, Web3 companies have spent fortunes on global crypto conferences, side
events, and meetups with little understanding of their ROI. According to
WebZero, many teams continue using superficial indicators such as footfall and
social media trends information that do not lead to any useful conclusions.
Polar
intends to change this state of affairs. By providing attendee intelligence,
engagement analytics, and post-event performance tracking, the platform enables
teams to understand what was effective, what failed, and for what reasons.
WebZero said
in its launch statement that “Crypto events shouldn’t be a black box.” “If you
don’t know who you reached or what they did next, you’re flying blind.”
How Polar
Works
To ensure
privacy-conscious analytics without breaching user trust, Polar integrates with
event check-ins, wallets, QR systems, and Web3-native identity tools.
Organisers and sponsors are able to view engagement flows, audience
segmentation, as well as funnel performance at various touchpoints.
The
platform is tailored for use in:
Crypto
conferences and summits
NFT and
gaming events
Protocol
launches and community meetups
Brand
activations and sponsor booths
By bringing
together data from different events into a single dashboard, Polar enables
marketing teams to defend expenditure decisions, improve tactics, and
demonstrate value to interested parties.
Built for a
Tougher Market
This launch
coincides with a period when there is pressure on marketing budgets within the
cryptocurrency sector. The current environment, characterised by reduced
hype-driven cycles but increased focus on effectiveness, has seen Web3 teams
call for responsibility across all fronts, including events.
According to
industry watchers, Polar signifies a wider move towards performance-focused
Web3 marketing where both community sentiments are equally important as data
analysis and attribution.
Early
Industry Interest
WebZero reveals that among the first users are event organisers, Layer 1 ecosystems, as well as crypto brands that seek to optimise their offline growth activities. It intends to enhance Polar by adding more features such as advanced CRM integrations and AI-driven insights.