IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v42y2025i3p711-727.html
   My bibliography  Save this article

Decoding blockchain data for research in marketing: New insights through an analysis of share of wallet

Author

Listed:
  • Hanneke, Björn
  • Skiera, Bernd
  • Kraft, Thilo Gerwien
  • Hinz, Oliver

Abstract

Blockchains are often associated with anonymity and illicit activities. However, public blockchains offer an unparalleled level of transparency because they record all transactions openly. This transparency allows firms to observe in real-time and at a low cost the transactions of both their customers and competitors. This article outlines how to use the transparency of blockchain data to gain valuable insights into real-world behaviors, such as customers’ share of wallet. The empirical study uses blockchain data from the entire NFT trading market, which covers 22.7 million sales transactions from 1.3 million customers across eight competing firms, and totals to over US$500 million in fees. The study reveals that a customer’s current spending (size of wallet) is not a valid indicator of future growth potential because it has little correlation with the share of wallet or potential wallet size.

Suggested Citation

  • Hanneke, Björn & Skiera, Bernd & Kraft, Thilo Gerwien & Hinz, Oliver, 2025. "Decoding blockchain data for research in marketing: New insights through an analysis of share of wallet," International Journal of Research in Marketing, Elsevier, vol. 42(3), pages 711-727.
    • Handle: RePEc:eee:ijrema:v:42:y:2025:i:3:p:711-727
    DOI: 10.1016/j.ijresmar.2024.12.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811624001125
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2024.12.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:42:y:2025:i:3:p:711-727. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.