Delivered by Martha Bennett, Principal Analyst Serving CIO Professionals, Forrester Martech Festival, 31st October 2018

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What Does Blockchain Mean For
Your Marketing Strategy?
Martha Bennett, Principal Analyst
October 31, 2018

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Blockchains can support new business and
trust models …
BLOCKCHAIN
DISTRIBUTED OPERATIONS
TAMPER-EVIDENT RECORDS
SMARTCONTRACTS
AUDITABILITY
REAL-TIME DEMAND-SUPPLY MATCHING
DATAINTEGRITY
DEVICEINTEGRITY
IOTMARKETPLACES
REGULATORYCOMPLIANCE
TRUST ENVIRONMENTS
AUTONOMOUS PROCESSES
INSTANT RECONCILIATION

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… but despite what the
headlines suggest, the
technology alone can’t
make it happen.
4

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https://www.phrases.org.uk/meanings/put-the-cart-before-the-horse.html, https://www.publicdomainpictures.net/en/view-image.php?image=77490&picture=hammer-and-nail

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Blockchain / Distributed Ledger
Technology – Forrester’s definition:
A software architecture that supports
collaborative processes around trusted data
that is shared and distributed across
organizational (and potentially national)
boundaries.

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The technology has some growing up to do
Image source: https://commons.wikimedia.org/wiki/File:Life-stages.jpg

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Transparency vs.
privacy and
confidentiality

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“Immutability” vs.
exception
management

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“Smart contracts”:
neither smart, nor
contracts in the
legal sense

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Rights?
Obligations?
Conflict resolution?
Liability?
Decision flows?

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Don’t have a use case? Don’t even start!
› What problem are you trying to solve?
• Do other ecosystem participants have the same issues?
› What opportunity are you trying to capture?
• Do you have your ecosystem on board?

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When to consider a DLT-based solution
Do multiple parties need access to the same data, and
to write to the same data store?
Do all parties need assurance that the data is valid, and
hasn’t been tampered with?
Is the current system error-prone, too complex, too
unreliable, or full of friction?
Are there good reasons not to have a single centralized
system?

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When to consider a DLT-based solution
Do multiple parties need access to the same data, and
to write to the same data store?
Do all parties need assurance that the data is valid, and
hasn’t been tampered with?
Is the current system error-prone, too complex, too
unreliable, or full of friction?
Are there good reasons not to have a single centralized
system?

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Blockchain
projects start on
a whiteboard!
Image source: https://upload.wikimedia.org/wikipedia/commons/f/f6/Whiteboard_with_markers.jpg

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80/20

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Think big,
start small –
begin today
Learning,
internal
use cases
Optimizing cross-
company
processes
Partial or complete
reinvention of processes,
spanning entire ecosystems
Time
Impact

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Blockchain can support new
business and trust models …

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… but we need to design them
first!

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Reimagine your industry & your company

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Thank you
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Martha Bennett
+44 7768 896 540
mbennett@forrester.com
Twitter: @martha_bennett