Also, because i deem Selena’s input valuable i forward her post on the proposal’s Github PR here too, it was also forwarded on governance TG a week ago:
Hi everyone! Jelena here from Informal Systems. Great initiative. Some suggestions below:
It is pretty difficult to discern causality between ATOM price and marketing efforts around ATOM. So, how do you plan to measure audience reach as it relates to token adoption and more specifically token price appreciation? Perhaps this retrospective on the success of the campaign can be concretized within the proposal to be shared with the community at a specific date (i.e. 10 days after the end of the campaign).
For example, is the plan to reach current ATOM holders and get them to buy more ATOM? Or is the idea to get new ATOM holders in the ecosystem? Or is it a mixture of both? This plan should start with audiences in mind and from there a plan on how to reach them (i.e. via memes, paid for advertising, etc).
The “why” for this campaign should have a falsifiable hypothesis if we are to measure the success of this campaign. Based on discussions in the gov working group telegram chat, it sounds like this campaign is experimental in nature. So, if this is to be an experiment, it would make sense to have data that is consistently measured throughout the duration of the campaign. Hopefully this data would help to inform future viral token marketing campaigns within the Cosmos ecosystem. Some ideas of data to measure:
** who the token buyers are*
** from where*
** social media engagement (need to identify bots here to get accurate engagement ratio)*
** cost per ad spend - how much are you spending to reach your desired buyer(s)?*
** what kind of data is the ad provider giving you to come up with a persona on your target customer? from there, how are you using persona identifiers to reach your target buyer?*
In general… how will you disengage correlation from causation (via the falsifiable hypothesis)? Perhaps you can look at comparable tokens to ATOM and measure their correlation over certain time frame (3 months in past from when ATOM campaign starts). At the start of campaign, you can look for the measurable difference between $ATOM and comparable token so that at the end of the campaign you can disentangle macro market conditions from the measurable success of the marketing campaign.
In general, the success of this marketing campaign should be measured beyond the identified deliverables (memes, influencers, paid banner ad). Otherwise, it’s possible that you will end up with an outcome that doesn’t necessarily correlate to the hypothesis that you intend on proving/disproving for this current campaign, and for future campaigns.