Problem statement
Balloon is a Web3 CRM and marketing platform built at Protokol BV that helps brands understand, grow, and engage their on-chain communities. It combines wallet-based audience management, on-chain analytics, NFT tooling, and wallet messaging into a single toolkit — so teams can turn raw community data into growth insights.
My work centered on the backend and analytics that power those features.
What I built
- User analytics — designed and shipped the analytics layer that turns raw on-chain and behavioral data into the metrics brands use to understand their communities.
- Audiences API — developed the "all audiences" endpoint that exposes brand-defined audience segments to the rest of the platform.
- thirdweb integration — integrated the thirdweb API for deploying and managing smart contracts, so brands can launch and operate on-chain assets from within Balloon.
- Audience churning — built the audience segmentation/computation pipeline that resolves wallet cohorts from imported contracts and on-chain holder data.
- Campaigns — developed the campaigns feature from scratch, the system brands use to define, target, and run marketing activations against their audiences.
- XMTP integration — integrated XMTP to facilitate wallet-to-wallet chats for campaigns, enabling on-chain messaging directly with audience members.
Architecture & stack
- RESTful APIs on AWS Lambda — serverless endpoints backing the analytics and Audiences features.
- OpenSearch — fast querying and aggregation over large volumes of on-chain and behavioral data for analytics.
- PostgreSQL — relational store for audiences, segments, and brand data.
- CloudWatch Logs — observability and operational visibility across the serverless backend.