No matter what era we’re living in or how advanced our technology becomes, one question has remained consistent in the boardrooms of smart businesses: What’s the return on this investment?
As Sandy Carter wisely highlights, “the honeymoon phase of AI and emerging tech like Web3 is over.” Businesses are no longer dazzled by shiny new tools—they demand measurable results. And let’s face it, whether it’s AI, blockchain, or the next revolutionary tech, the underlying expectation hasn’t changed: ROI is the compass guiding business decisions.
ROI in the Era of AI and Web3
In Sandy Carter’s recent Forbes article, she notes the importance of starting small with AI to win big. She encourages businesses to begin with high-impact projects that deliver quick wins to demonstrate value and build momentum. These insights got me thinking: What role does ROI play in the adoption of Web3 and decentralized tools?
Here’s what I’ve found.
1. Gated Content That Tracks ROI at Scale
Blockchain offers unique opportunities to develop deeper, more intimate relationships with customers while tracking ROI in ways that legacy platforms can’t. For example, I’ve been experimenting with tools that use blockchain to scale gated content. These tools not only provide exclusive value to customers but also allow businesses to track engagement and conversions in real-time—eliminating the guesswork.
Imagine gated content that isn’t just a static page requiring an email opt-in but a dynamic, trackable asset. It’s tied to the blockchain, giving businesses a clear view of who engages, when, and how often. Every interaction is logged, creating data that connects directly to the bottom line.
The takeaway: If you’re building on AI or Web3 platforms, ask yourself—does this tool deepen the relationship with my customer while delivering trackable ROI? If not, it’s time to recalibrate.
2. ROI as the Anchor in a Sea of Innovation
Technology evolves, but the fundamental principles of good business don’t. ROI has always been the anchor. But too often, as businesses adopt new tech like AI or blockchain, they lose sight of what truly matters: impact and profitability.
Take blockchain-powered AI as an example. Sandy Carter mentions its potential to reduce costs and open doors for new industries like healthcare and energy. However, the key to success lies in alignment. Businesses must align these tools with their goals to automate processes, personalize experiences, and ultimately drive revenue.
The takeaway: This isn’t about following trends—it’s about ensuring every step forward is tied to measurable value.
3. Are You Asking the Right Questions?
Here’s the real challenge: Are businesses asking the right ROI-related questions as they develop AI and Web3 tools? Questions like:
- How will this investment improve customer relationships?
- What specific metrics will we track to prove ROI?
- Does this technology align with our long-term goals, or are we just chasing trends?
In my experience, businesses often implement new tools without answering these foundational questions. The result? Frustration, wasted resources, and underwhelming returns.
Ah, the mysterious world of attribution. Here’s the truth: figuring out what led to a sale is like detective work. Customers don’t follow a linear path. They may see a Facebook ad, read a blog, click on an email, and THEN decide to buy. Sometimes months or even years later.
Let’s break it down:
- First-touch attribution: Which marketing channel first got their attention?
- Last-touch attribution: What sealed the deal?
- Multi-touch attribution: What combination of touchpoints moved them from “just browsing” to “let’s do this”?
How to Track It:
Use CRM tools like HubSpot or attribution software like Triple Whale (if you’re in e-commerce) to map out your customer’s journey. At minimum, set up contact forms with fields asking how they found you.
Pro tip: If tracking feels overwhelming, start small. Use coupon codes tied to specific campaigns or create segmented landing pages for each marketing channel. For example, “Promo10FB” for Facebook ads lets you track conversions directly.
The Path Forward: ROI as the Driver of Innovation
To succeed in the AI and Web3 era, businesses need a renewed focus on ROI. As Sandy Carter puts it, the tools are only as valuable as the results they deliver. “Start small, but think big.” Begin with projects that show measurable wins, and let those successes pave the way for larger transformations.
And don’t forget the human element. Technology may enable efficiency, but it’s the deeper, trackable connections with customers that create lasting value. Gated blockchain content is just one example of how innovation can meet ROI at the intersection of trust and measurable impact.
In a cookieless world, we really need to start getting serious about what this looks like.
Let’s Start the Conversation
The honeymoon phase of AI and Web3 may be over, but the era of measurable success is just beginning. The tools are already beginning to emerge. The question is—how are you using them to track, measure, and optimize your ROI?
I’d love to hear your thoughts. What’s your approach to proving ROI in a world where technology changes faster than ever? Let’s discuss how businesses can stay ahead while staying grounded in the timeless principles of good business.
Ready to start tracking ROI in meaningful ways? Check out tools like gated blockchain content and start scaling your business for measurable success.
Because at the end of the day, ROI isn’t just a buzzword—it’s the foundation of sustainable growth.
