Hi, Makoto!
Yes, all the information that I provided during this time is scattered around the forum and it’s probably worth putting it all together.
Here is the research itself, and the model that is presented in this topic is just a transfer of the logic of Chapter 2.1 into one program.
In this study, I use the data you shared to estimate how ENS is affected by the industry, and based on these assumptions, interpret the model results as an estimate of marketing effectiveness. Of course, this is far from a perfect approach. It does not quantitatively take into account the contribution of marketing as such, but only provides evidence from the opposite, like “Date n: external factors formed the number of registrations by 80%, which means the share of autoregressive factors and the importance of marketing at that time was 20%, their demarcation shows that the role of autoregressive factors – 12%, marketing – 8%.”
In order to conduct a comprehensive analysis, more metrics are needed. You can get them in three ways: through ENSLabs (they refused to provide them due to confidentiality), through professional tools (they cost money), or manually (which will take many times longer).
For me, spending more time and putting everything together manually is not a problem from a technical point of view. But it’s important to understand that I spent 400 hours, 10 weeks of work on the first study, took a risk, and it didn’t pay off. Because of this, I am now in a terrible situation, in the worst, I would say. I simply cannot take on any more risk right now, spend hundreds more volunteer hours, or spend my own money on professional tools; this is a matter of survival. I wanted to apply for funding directly from the DAO, but I couldn’t get enough public positive reviews, so I dropped it.
However, I still conducted superficial analyzes of various parts of the marketing component.
I found that the demographics of the ENS community are not diversified, which is not as relevant to the industry as a whole, which can be understood from data from Unstoppable Domains, Uniswap or Etherscan. But any practical conclusions should be drawn only by analyzing historical and detailed data. This requires a professional tool.
I also found that ENS has problems with organic search traffic, while its competitors do not. The path to solving this problem also lies through On-Page SEO, but for this I again need to have a full understanding of what problematic keys exist. This requires a professional tool.
As far as ENS campaign analysis/sentiment analysis is concerned, this is too much information to collect manually even for a superficial demo analysis. I need at least Twitter API v.2 to parse information. In any case, I will not have information about such important metrics as ROI, but even without them it will be possible to obtain extremely useful insights.
As you can see, I am an adherent of the approach that involves basing judgments on the characteristics of the industry, since it, of course, is new and unexplored. But I think it needs to be explored.