White Paper V 0.

Staffing solutions for you!

Howard H. Williams
E: info@username.com | P:207-992-8018 | W:www.username.com
Address: 1446 Upton Avenue West Enfield, ME 04493
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Important Disclaimer
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Table Of Content
Chapter 1
About Us Page - 03

Methodology Page - 04

Project Timeline Page - 05

Challenges Page - 06

Chapter 2

Screenshot Page - 07

Situation Overview Page - 08

Marketing Today Page - 09

Token Economics Page - 10

Chapter 3

Project RoadmapProject Page - 11

Timeline Page - 12

Our Special Offers Page - 13

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About Us
Today’s high-performance marketing and sales engines run on data,and the better your data,the better your
performance. Regardless of what technology you use to drive campaigns and nurture leads, data is increasingly
essential to marketing performance. Without accurate, fresh, complete,andconsistent data,marketers cannot make
optimal strategic decisions or tactical investments. This presents a tremendous opportunity for competitive
advantage:If your marketing team has superior data relative to your competitors, it will help you outperform your
peers tactically and,if used effectively, strategically.

Achieving sustainable data superiority has significant challenges. The data has to be continually refreshed, cleaned, and
validated. One marketing professional we interviewed for this study reported annual data churn rates as high as 30% —a
rate that will quickly degrade your ability to generate leads and close business. As a result, traditional approaches to
data sourcing are no longer good enough. Marketers require sources that areself-maintaining, provide equally high-quality
information on contacts and accounts, and are flexible and scalable enough to keep up with changing business needs.

In fact, the followingissues are emerging as key requirements for making data acquisition decisions and ensuring
thatthe quality of your customer datasetremains as high as possible

1: Crowd curation.

Crowd curation.The fastest and most efficient way to maintain contact data at scale is through the collective action of people
continually updatingtheir personal information and that of people they know.

2: Account hierarchies.

Marketers need just as much data about accounts as they do about contacts. But the real marketing power in this data is in
understanding the relationships between contacts within accountsand the relationships between accounts—known as
account hierarchies.

3: Cloud sourcing

Consistent contact and account data must be available to all customer-facing functionsto align marketing and sales and
support meaningful analysis of funnel and pipeline performance.
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Methodology
Completed this white paperto assess the role of customer data in strategic and tacticalmarketing decisions. Itprovides
recommendations and models for marketing leaders to acquire, manage, and act on customer data more
effectively. To support the findings in this document, IDC conducted executive interviews with marketing
professionals in four Data.com customer organizations ranging in size from start-upto large enterprise ($1billion+). IDC
applied existingresearch and data models, as well as the authors’expertise in marketing, marketing operations,
and marketing automation,to this primary market researchto produce the conclusions andrecommendations
found in this white paper

Call for question module

design teams

Translation

Source questionnaire Monitoring natioal

development contexts

Data collection

Data processing
Sample design
and archiving

Data and documentation

availability

Data quality
assessment
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Challenges
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Thismultidimensional set of challenges Thismultidimensional set of challenges

has many marketing leaders struggling
to keep up. IDC has strong evidence
that all customer-facing activities and
systems should be built around the
fundamental design principle of the
contact record so that organizations can
thrive on all this change.The contact
record is increasinglythe source for
strategic insight, tactical planning, and
performance metrics.It is the foundation
on which the success or failure
of your marketing efforts will be
determined.As such,it must be defined,
Nam,
has many marketing leaders struggling
to keep up. IDC has strong evidence
that all customer-facing activities and
systems should be built around the
fundamental design principle of the
contact record so that organizations can
thrive on all this change.The contact
record is increasinglythe source for
strategic insight, tactical planning, and
performance metrics.It is the foundation
on which the success or failure
of your marketing efforts will be
determined.As such,it must be defined,

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How We Worka
Marketing is undergoing
fundamental &
painful on several fronts
Interated marketing
Data is constantly streaming into
companiesfrom a myriad of
sources. Businessrules need to be
in place to identify which sources
for what parts of the customer data
record are to be most trusted (and
to what extent).The unstructured
data comingfrom social sources
needs special attention so that it
does not swamp the database
with irrelevant or nonconforming
information. Typically,some form
Data must be consistent across
digital and traditional campaigns
Interated marketing
Data is constantly streaming into
companiesfrom a myriad of
sources. Businessrules need to be
in place to identify which sources
for what parts of the customer data
record are to be most trusted (and
to what extent).The unstructured
data comingfrom social sources
needs special attention so that it
does not swamp the database
with irrelevant or nonconforming
information. Typically,some form
Data must be consistent across
digital and traditional campaigns
7
Interated marketing
Data is constantly streaming into
companiesfrom a myriad of
sources. Businessrules need to be
in place to identify which sources
for what parts of the customer data
record are to be most trusted (and
to what extent).The unstructured
data comingfrom social sources
needs special attention so that it
does not swamp the database
with irrelevant or nonconforming
information. Typically,some form Data
must be consistent across digital
and traditional campaigns
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Situation Overview

Marketing is undergoing fundamental & painful on several fronts:

Dynamics in customer acquisition

Channels and forms of communication

Tools and infrastructure requirements

Expanding datasets

Pressure to prove business impact

Thismultidimensional set of challenges has many
marketing leaders struggling to keep up. IDC has strong
evidence that all customer-facing activities and systems
should be built around the fundamental design principle of
the contact record so that organizations can thrive on all
this change.The contact record is increasinglythe source
for strategic insight, tactical planning, and performance
metrics.It is the foundation on which the success or
failure of your marketing efforts will be determined.As
such,it must be defined, implemented, and governed
as a standardized enterprise asset. touch points across
multiple channels,maintaining consistency across multiple
departments (i.e.,aligning marketing and sales),and
proving the business impact of it all. Unfortunately, most
companieslack standards forcustomer data —a situation
that stems from several causes: inconsistent definitions
for customer attributes such as industry, segment,
and organizational hierarchy; fragmentation of the
data across multiple databases and applications; and
departmental perspectives on the customer relationship.
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The impact of all this is a severe slowdown in decision making and an inability to
optimize critical processes in customer-facing functions, most poignantly in marketing and
sales.
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It is vitally important that marketers have a lead acquisition resource that

Conforms to company data schema

Is equally accessible to both marketing and sales

Supports both strategic and tactical decision making

Provides large-scale contact accuracy in real time

Does all of the above in a cost-effective way

As shown in Figure 1, ideally,prospect and customer data acts as an enterprise service that supports all customer-
facing applications and repositories. This can be managed in a number of different ways depending on the scale
of your business—from a single system of record suchas your customer relationship management (CRM) system, a
customer data warehouse, or a more complex master data management (MDM) implementation for large enterprises.
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Marketing today has become a pervasive “always

on”proposition in which your brand’s presence

Marketing Today
and influence can fade quickly in the face
of morecompelling relationshipsdeveloped by
competitors. Those relationships are starting earlier
—before customers even begin their purchasing
behavio

Interated marketing Multichannel marketing

1 Data is constantly streaming into
companiesfrom a myriad of sources.
2 Response data from any channel (email,
Businessrules need to be in place to
identify which sources for what parts
of the customer data record are to be
most trusted (and to what extent).The
unstructured data comingfrom social
sources needs special attention so that
it does not swamp the database
with irrelevant or nonconforming
information. Typically,some form Data
must be consistent across digital and
traditional campaigns
Web, social, mobile) must be available
to activities in all other channels to
fully personalize the contact relationship.
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3. Contact data volatility

3 In the real world,dynamic people change roles, jobs, and companies,causing decay in the database.
Marketers need their data to accurately reflect the current state of targets on a moment-to-moment
basis,especiallyin applications of local/mobile/social marketing. Hent officatem harum quo mo blaceperum
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Aggregationof multiple sources

4 Data is constantly streaming into companiesfrom a myriad of sources. Businessrules need to be in
place to identify which sources for what parts of the customer data record are to be most trusted (and
to what extent).The unstructured data comingfrom social sources needs special attention so that
it does not swamp the database with irrelevant or nonconforming information. Typically,some
form of tagging is abstracted from the social feeds and transformed into a format compatible with
traditional databases. (Database.com from salesforce.com providesnative support for social datasuch
as profiles, groups, comments, “likes,”colleagues,and connections.)Velitaquia apidunda eum et officium
in pratur soluptatem ime atiorent.

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pore quamusdae re quam et quos eici occus.

Sales enablement.
5 Marketing is increasingly being measured against its ability to deliver the right information to the
right sales resource at the right time to move an opportunity along. This requires the customer data
necessary to assess customer needs, interests, and urgency as well as connect that information with the
most effective content needed to advance the customer’s intent to purchase

Your business model.

If your business model involves long sales cycles with many points of influence,a hard ROI may not be
the best measure for optimizing the performance of your marketing department.

Your data.
Whether ROI is the key metric or not, having a consistent definition for thecore customer record
is vital to optimizing any and all of your marketing metrics. In fact, as we discuss in more detail
below, marketing is highly dependent on having consistent customer data across all customer-facing
functions in your business
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Token Economics
Data is constantly streaming into companiesfrom a myriad of sources. Businessrules need to be in place to identify
which sources for what parts of the customer data record are to be most trusted (and to what extent).The unstructured
data comingfrom social sources needs special attention so that it does not swamp the database with
irrelevant or nonconforming information. Typically,some form Data must be consistent across digital and traditional
campaignsEveliqui temodi de quae. Ucienit aute coria ium, santur?

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An overview of the DAT Token role in various processes on the Datum Network

Process Role Feature

Join Datum Network Participation Right Become a user of theDatum Network

Become a Storage Node Participation Right Become a storage nodeon the Datum Network

Become a Data Buye Participation Right Become a data buyer onthe Datum Network

Store Data Value Exchange Pay DAT Tokens to storedata

Buy Data Value Exchange Pay DAT Tokens to buydata

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Project Roadmap
Sep 2016 Concept Development
Data is constantly streaming into companiesfrom a myriad of sources.
Businessrules need to be in place to identify which sources for what parts of
the customer data record are to be most trusted (and to what extent).

Jun 2017 White Paper & Concept Validation

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atiataere, santium et,

Oct 2017 Datum Token Sale

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Mar 2018 Release Candidate

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Jun 2019 Data Service Providers

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Problem
Overview
Data is constantly streaming into companiesfrom a myriad of sources. Businessrules need to be in place to identify
which sources for what parts of the customer data record are to be most trusted (and to what extent).The unstructured
data comingfrom social sources needs special attention so that it does not swamp the database with
irrelevant or nonconforming information. Typically,some form Data must be consistent across digital and traditional
campaignsEveliqui temodi de quae. Ucienit aute coria ium, santur?Em necusa nemo ma est eaquam, quunt utem ni dipis

Week 1: Replace the middleman Week 2: Decentralization Week 3: Immutability

Typically,some form Data must
be consistent across digital and
traditional campaignsEveliqui temodi
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santur?Em necusa nemo ma est
eaquam,It, utatusa quatem quidia
doluptatia dolor adita sim aut ute abor
as ducipsum et aspienem
Typically,some form Data must
be consistent across digital and
traditional campaignsEveliqui temodi
de quae. Ucienit aute coria ium,
santur?Em necusa nemo ma est
eaquam,Uptati beate rae ea quias
evelique nus ma sus magnatibus
moluptatiae omnit dolestr uptatur,
Typically,some form Data must
be consistent across digital and
traditional campaignsEveliqui temodi
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santur?Em necusa nemo ma est
eaquam,Imi, tem autet utem que
ernatibus mi, corempore adiore
optatqui optaqui renducimenda

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core nam fuga.
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Solution
Overview
Data is constantly streaming into companiesfrom a myriad of sources. Businessrules need to be in place to identify
which sources for what parts of the customer data record are to be most trusted (and to what extent).The unstructured
data comingfrom social sources needs special attention so that it does not swamp the database with
irrelevant or nonconforming information. Typically,some form Data must be consistent across digital and traditional
campaignsEveliqui temodi de quae. Ucienit aute coria ium,

Week 1: Replace the middleman Week 2: Decentralization Week 3: Immutability

Typically,some form Data must
be consistent across digital and
traditional campaignsEveliqui temodi
de quae. Ucienit aute coria ium,
santur?Em necusa nemo ma est
eaquam,It, utatusa quatem quidia
doluptatia dolor adita sim aut ute abor
as ducipsum et aspienem
Typically,some form Data must
be consistent across digital and
traditional campaignsEveliqui temodi
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santur?Em necusa nemo ma est
eaquam,Uptati beate rae ea quias
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moluptatiae omnit dolestr uptatur,
Typically,some form Data must
be consistent across digital and
traditional campaignsEveliqui temodi
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santur?Em necusa nemo ma est
eaquam,Imi, tem autet utem que
ernatibus mi, corempore adiore
optatqui optaqui renducimenda

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blaborpos nonse core nam fuga.
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Team
Marketing today has become a pervasive “always on”proposition in which your brand’s
presence and influence can fade quickly in the face of morecompelling relationshipsdeveloped
by competitors.

Roger Haenni Gebhard Scherrer VC Tran

Co-Founder, CEO
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estiNatusdam fuga. Nemo moluptatet
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Operations
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estiNatusdam fuga. Nemo moluptatet
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Marketing
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hillect atibus esciminverum
estiNatusdam fuga. Nemo moluptatet
es maiores distiae

Marketing today has become a pervasive “always

“
on”proposition in which your brand’s presence and influence
can fade quickly in the face of morecompelling
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Advisory Board

Brenda D. Barlow Ernest Montgomery George Mercado

Co-Founder, CEO Operations Marketing
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William Ham Joan Logan Hector Ryan

Head of Growth Smart Contract Expert Community Manager
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DATA Allocation Overview

Reserve Fund

15%

Datum Core Dev Datum Core Dev

15% 50%

Public Constributores

30%

Datum Budget

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esedi blaborpos nonse core nam fuga. Cabo. Nequis andissu sanduntinum dernatem cuptasi nvelis delignihil inverovid quo
iunt occusam venihil ibustor sincium alissit atustionse omnias ate volestio quidigniment laut aut verunti tem aut fuga. Umqui
nulpa solestem rem volupid mint quatem alicaerchit, sus, con cus magnam aut qui con non cusamusa quatur suntiat.Agnis
aceatem aut invelitibus minvell uptatusam exceptibus exeratio. Itatem alit mo officitet, sandit eic tem apid eossit labIcae.

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dunt alicaer spiciissit, conse net aria conest, corpossero cus, temo vidionsent latur, core lam quis ento exerum illande
ndiatis estruntus evenia que vollorruptio int, am doluptatur ma verehent ommolo tectota tureperiore, sum quatumquo vel
iscimpersped eius et volectias anda quatiatem imus, quid quas eatemped maximusdae voles modi bla eatistem estis et que
dit lis solupta tecerum quo ma id ea cullor aut fugitio nsequam, ulpa a doloriatur? Vellorum voloratis ant doluptatem. Nem et
qui as alic tene nonsequo cupiend eresere sequis magnatur molor a nonsedis atur sectatiusam digeni omni officil illignistia
dolo odist volore porrumque ventiunt volectur
 19
Staffing solutions for you!

Allocation of funds
The impact of all this is a severe slowdown in decision making and an inability to
optimize critical processes in customer-facing functions, most poignantly in marketing and
sales.

100%

80%

50%

30%

10%

January February March April May

Datum Budget
quunt utem ni dipis res acieniet aut fugiaec totatin
istinctasin poris sam hit volorum natet ut omnis volorro $ 253k
illautecte pelita nobis ullenima nulpa dempers pistrum USA
liquibus, offictore eostiantias in nitas ad ut eiunt quos ea
esequam unt omnimo et faccum enisimo luptatur moles quunt utem ni dipis res acieniet aut
sum re pe molest, tendit que num remod quas dolor fugiaec totatin istinctasin poris sam
accuptis quunt adiciis eum aliatene aut esedi blaborpos hit volorum natet ut omnis volorro
nonse core nam fuga. Cabo. illautecte pelita nobis ullenima nulpa
dempers pistrum liquibus, offictore
Nequis andissu sanduntinum dernatem cuptasi nvelis eostiantias in nitas ad ut eiunt quos
delignihil inverovid quo iunt occusam venihil ibustor sincium $ 183k ea esequam unt omnimo et faccum
alissit atustionse omnias ate volestio quidigniment laut aut UK enisimo luptatur moles sum re pe
verunti tem aut fuga. Umqui nulpa solestem rem volupid molest,
mint quatem alicaerchit,
 20
Staffing solutions for you!

Overview of the Project

Scope of the Project
Data is constantly streaming into companiesfrom a myriad of sources. Businessrules need to

1 be in place to identify which sources for what parts of the customer data record are to be most
trusted (and to what extent).The unstructured data comingfrom social sources needs special
STEP
attention so that it does not swamp the database with irrelevant or nonconforming
information. Typically,

Technology solution

Legal solution

Marketing solution

Technology Solutions
Data is constantly streaming into companiesfrom a myriad of sources. Businessrules need to

2 be in place to identify which sources for what parts of the customer data record are to be most
trusted (and to what extent).The unstructured data comingfrom social sources needs special
STEP attention

Smart contract;

Smart contract management system

Book building platform

The impact of all this is a severe slowdown in decision making and an inability to optimize
critical processes in customer-facing functions, most poignantly in marketing and sales.
 21
Staffing solutions for you!

Africa and Middle East

Data is constantly streaming into companiesfrom a myriad of sources. Businessrules need to be in

3 place to identify which sources for what parts of the customer data record are to be most trusted (and
to what extent).The unstructured data comingfrom social sources needs special attention so that
STEP it does not swamp the database with irrelevant or nonconforming information. Typically,

Technology solution

Legal solution

Marketing solution

Latin America and Caribbean

Data is constantly streaming into companiesfrom a myriad of sources. Businessrules need to be in

4 place to identify which sources for what parts of the customer data record are to be most trusted (and
to what extent).The unstructured data comingfrom social sources needs special attention
STEP

Smart contract;

Smart contract management system

Book building platform

The impact of all this is a severe slowdown in decision making and an inability to optimize
critical processes in customer-facing functions, most poignantly in marketing and sales.