Week 2 Updates
Hey all! Hope everyone has been having a great start to their research quests. I’m jumping on here slightly late to give the updates from last week as I got sick during the end of the week and was offline. Apologies for the delay 
Last Week’s Updates
- We got unblocked with the cookie jar claiming thanks to some support from @Coi
- Continued to compile resources on the topic. One awesome resource was sent to us from Mashal, Head of Marketing with Octant. The Grant Program Research and Analysis Report. The last section covers marketing metrics: https://x.com/arlery/status/1852049906304704528
- Continued booking meetings with marketing leads. We got a fair response to some calls that we put out but only a few have booked meetings so far. So we’ll need more effort on this front.
- Drafted some questions for the interviews and surveys
- Wrote a more in depth document as an introduction to our research and its intent. It was written to also serve as the introduction to our report when we compile everything in the end. Would love for people to take a look at it and offer some feedback: 01 "Wen Marketing" Research Introduction and Intent Document [Review Copy] - Sep 1 2025 - Google Docs
This week our plan is to
- Start running interviews and sending out the survey.
- Continue outreach to marketing leads to try and get more participation in the interviews.
- Sort going through the resources we’ve collected and compile notes
- Start identifying what dashboards/tools we might want to take advantage of to measure these metrics.
Blockers/Areas for Support
- I was having some trouble with adding things to Charmverse and will reach out to @Coi about this.
- Still looking for some resources on Total Value Flowed if anyone has any to share.
- We’re continuing outreach to marketing, devrel and ecosystem growth leads. If anyone has contacts that they think we should speak too, I would love an intro. DM me on Telegram.
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Thanks for reading! See ya’ll at the end of the week with another update 
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Hey! Here’s our updates from the week 
This week’s updates
- After some conversation with the Alo group it’s sounding like we’re not using Charmverse anymore so we held off on setting things up there
- We started running our first few interviews this week, got some great insights and people seemed receptive to the questions we were asking
- Decided to hold off on sending out the survey until more interviews have been complete. We want to use the survey to gain further clarity on some of the trends we’re seeing in the interviews
- In conversations about what would be the best dashboards for onchain data related to growth of Ethereum, the primary ones that came up were L2BEAT, Grow The Pie and Dune. So we’ve just started to poke around there. If anyone has other recommendations for onchain analytics, let us know!
- Started going through some of the resources we collected
- Continued outreach to people to interview
Next Week’s Plan
- Continue running interviews
- Continue booking more interviews and broaden to also include interview those heavily involved working on Ethereum even if they aren’t directly a marketing lead
- Dive deeper into data dashboards
- Continue going through resources
- Start to use some of our meta items
Blockers/Areas of Support
- Things are going pretty smoothly so far! As always, if there’s someone you think we should talk to when running interview let me know on Telegram
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Have an awesome weekend friends 
Week 4 Updates
Hey friends! Didn’t have time until late in the week this week to get work done, so I’m finally jumping in to update ya’ll on what I’ve been up to.
This week’s updates:
- My brain was in more of a creative mode than a data mode, so I spent some time going through the Allo branding resources and designing the cover for our report in line with other Allo resources. Check it out below and let me know what you think
- Collected some more research materials and started going through them. Reports included resources on Leading and Lagging Indicators, this recent report from a116crypto, resources on Total Value Flowed
- Conducted another interview, this one with Victoria, the marketing lead for Mento Labs, who also has previous experience working in marketing with Consensys. She brought a really great traditional marketers perspective to things
- Did a ton of outreach to more marketing leads, I still feel like we need some more interviews here, so I’m hoping we get some more responses in the coming week and can book some in
- Started to identify some of the metrics we might be looking at in our scorecard
- Called a Party to get the cohort together for some added wisdom from the group
Next Week’s Plan
- I want to start working a little more on the outline of the report and drill down on what we’re trying to say with it, I feel like throughout this process things have evolved and I need to spend some time focusing things a bit
- Keep looking at the data/metrics that could go into our scorecard
- Book more interviews
- Run the party with ARQ cohort
- See what sort of retrospective case studies we can develop to prove some of the points we will be trying to make with this report.
Blockers
- I think a big question for me in the coming weeks as I formalize our work into a report will be deciding on whether we’re looking at growth of Ethereum as a whole, growth at the application layer only, mainnet layer only, L2s or some combination. So I need to spend some more time zeroing in on the focus to make a coherant report.
- I haven’t been able to speak to as many ecosystem leads as I had hoped, so if people have any contacts in this regard please let me know!
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Check out the design for the cover of our report below and let me know your thoughts 
Hope you have a great week! The tagline is still a work in progress 
Week 5 & 6 Updates
Hi all, I unintentionally forgot to drop an update here for Week 5. Things have been a touch slower the past two weeks due to an large event we’re hosting ramping up and taking up my time. But we’ve still had good momentum here and the quality of our the interviews we’ve been able to run has improved as people we’ve previously spoken to recommend us to others.
One note on the claiming side is that we are behind on claiming. We’ve provided 4 major updates so far (this one being the 5th) but only claimed 3 of the weekly “cookies”. We’ll claim another after we post this update. I hope the rewards we’ve claimed so far is in line with the work we’ve completed up to this point.
I know we’re entering the final stretch but this topic is so expansive and its been slower to get calls on the calendars with some of the busier project leads. So some interviews are still getting booked and I’d like to be able to include their insights in the final artifact.
With that in mind, I’ll first drop an update on what we’ve been up to the past 2 weeks and where we’re at, then some notes on how we plan to get the final artifact over the finish line.
The past two weeks
- We continued to run some interviews and were connected to even more potential people to talk to. Here are the key interviews we’ve run so far:
- Devansh Mehta - Ethereum Foundation
- Victoria Calmon - Mento Labs (ex Consensys)
- Alexandra Nicorici - OOO Web3 Marketing Podcast
- Anamarija - General Magic & Giveth Galaxy
- Harsh Sachdev - Marketing Consultant
- Anthony Caravello - BrainBot
- Sophia Dew - Celo
- The interviews have all followed the same line of questions that can be found here: Interview Questions Template - Google Docs
- We just compiled all of the answers from our interviews so far and the notes alone are about 19 pages
I would love to share the interview recordings with people but some requested they not be published publicly. We will instead be referencing/quoting them in our final report. With that said, I’m happy to privately share the notes with anyone from the cohort that wants to look them over.
- Potential interviews we’re still waiting on confirming
- Gitcoin
- Karma
- growthepie
- Octant
- We hosted an ARQ Party with with @forkinWisdom who offered some really good guidance and perspective on how to approach the final stretch. He also created this to help us gain more insights: https://infinite-fountain.web.app/rotating-mutual-aid-arq/wen-marketing-quest-1
- Continued to gather research. Here’s the main pieces we’ve been looking at to pull some insights from:
- We begun to outline the structure for the report
- Continued exploring some data dashboards. Based on interviews, these were the primary platforms recommended:
- Dune Dashboard
- Token terminal
- L2 Beat
- Karma
- Growthepie
- Microsoft Clarity
- Divvi
- DeFiLlama
- X Analytics
- Talent Protocol
Final Stretch
- My plan is to continue letting some of these interviews come in but to start releasing the chapters of the report every 1 - 2 weeks as long form posts on our X.
- This will let us to field feedback as we complete the report and give us time to gain some of these final insights. It also will help us promote a survey as we roll these out that can give us some more concrete datapoints based on our conclusions from the interviews/research.
- I’ll drop an outline of the structure for our full report in the next update, that way others know what to expect as we push these out.
- Once we’ve released all the chapters, we’ll go back and clean them up with any feedback before finalizing and compiling them into a single PDF document.
- We will make the first longform post this week as well
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I hope this approach makes sense to others. I want to make sure that we balance the potential for gaining final insights with the need to deliver and start shipping the artifact(s) for this initiative. There’s a lot we’ve compiled during the research phase which went on longer than expected and so I’m just trying to come up with the best way to present it all.
Looking forward to feedback and meeting with rest of the cohort later this week.
Cheers!
Hey all,
Just jumping in here to give a quick update. Apologies for the radio silence. We had a meeting with the rest of the ARQ contributors shortly after my last update and I let people know that I would be heads down for a bit prepping for a localist event we’re hosting this week.
I did hope I’d have a little bit of time since my last update to do some work here, but that hasn’t been possible. We did wrap the infinite fountain experiment with @forkinWisdom and I had a fantastic interview with grow the pie that gave me some of my best insight yet! But none of this has been substantial, so we haven’t claimed any more “cookies” yet.
So far, we’ve only claimed 4 of the 6 cookies. So when I’m through with our event and able to return my focus here, likely near the end of next week, I’ll continue dropping updates and resume claiming until we are done.
Thanks for your patience as we wrap this project 
Hey all,
I’m coming back from the dead this week 
The event we were running in October pulled me away from here longer than expected, but over the past couple weeks I have been getting things ramped up again and sprinting through the final steps to get the report over the finish line.
I have a rough outline of the report below, with links to the articles that are ready for review:
- Introduction & Intent
- An Interview With Victoria Calmon (Marketing Expert With Mento, Ex-Consensys)
- Defining Meaningful Growth In Ethereum
- An Interview With Devansh Mehta (Ethereum Foundation)
- Quantifying Growth & Setting KPIs
- An Interview With Tobias Schreier (Grow The Pie)
- Case Studies
- Frameworks & Scorecards
- Key Takeaways
- Sources
The interviews above are complete but need a bit more and we need to confirm with the subjects that they are comfortable with us publishing them. These are three interviews that really stood out as bringing a lot of value to our study, so I’d like to include them if I can.
In addition to working on the report, since our last update we also had interviews with Divvi, Karma and Grow The Pie. All of these were super valuable, as they brought perspectives from those who are experts in measuring on chain data. This helped us identify examples of successful ecosystem growth that we can look at in our report.
We want to get the draft of everything finalized by Devcon. So I’m aiming to finish the final sections and get the interviews signed off on next week. At that point, we’ll have everything in a document format to share at the event.
If there is interest, I would like to take some more time afterwards to make things look a little prettier, flesh out some sections a bit and add some design work to it.
Cheers for now!
You can find our initial proposal here: https://app.gardens.fund/gardens/10/0x1eba7a6a72c894026cd654ac5cdcf83a46445b08/0xd3345828914b740fddd1b8ae4f4d2ce03d1e0960/161/0x84e67b84709ae4473cff1141a083a24f80518570-7
Week 1 
Watch ARQ Kick Off Meeting
