Cracking The Algorithm of Humanity

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

Cracking the
Algorithm of
Humanity
Marketing in the Metaverse

Adheesha Dharmakeerthi
MBA(PIM-USJP), DipM MCIM (UK), MCS-SL, B.Sc (Hons)
DBA (Reading) Postgraduate Institute of Management

MBA Postgraduate Institute of Management (University of Sri Jayawardanepura)
B.Sc (Hons) Business Management- University College of Dublin, Ireland (2nd Class Upper Division)
Pg.Dip in professional marketing (CIM-UK)
Member of the Chartered Institute of Marketing (UK)
Member of the Computer Society of Sri Lanka
Member of the Young Member Forum of Ceylon Chamber of Commerce
Work Experience
Head of Growth/Vice President – KOKO (Daraz)
Lifecycle Campaign Manager –Adventus.io
Marketing Manager- Dialog Finance PLC
Head of Digital- Wing (Cambodia) Limited Specialised Bank
Manager Digital Media- Vallibel ONE Plc
Asst. Manager at eMarketingEye
Media Planner at Starcom WorldWide Sri Lanka,

AA Certified RPA Business Analyst
I’m an algorithm
So are you
Just how a machine learning algorithm learn

We learn
Rules in our algorithm

Developments of Belief Congruent Decision
Making Theory
People tend to make People are more likely to People were more likely to Lord, Ross, and Lepper
decisions which are make decisions that are remember information that (1979) found that people
consistent with existing consistent with their self- supported their existing were more likely to interpret
beliefs. Festinger(1957) concept, which is their view beliefs, and they were less ambiguous information in a
of themselves. Aronson likely to remember way that supported their
(1992) information that existing beliefs.
contradicted their beliefs.
Kunda (1990)

I am a part of a system

So, what is this
algorithm of Humanity?

THE ALGORITHM OF HUMANITY
“Psychological and sociological factors that drive human behavior and thereby
drives the behavior of humanity”

The algorithm of humanity, on the other hand, is
often probabilistic, meaning that the output is not
always predictable.
Computer algorithms are typically explicit and

well-defined
Computer algorithms are typically deterministic,
meaning that they will always produce the same
Lets look at an example

How can we describe this?

In the end tech, lets algorithm of humanity

to decide
What is Web 3.0?

What Is Web 3.0?
Think of it as the “read/write/own” upgrade to the internet.
This vision of Web3 tends to be a more democratic version of today’s

online world. It’s centered around the idea of ownership, removing
control from the dominant big data companies and other central
authorities and handing it to the masses. This is what’s meant by
decentralization.
Source: Forbes(https://www.forbes.com/advisor/investing/cryptocurrency/what-is-web-3-0/)

Metaverse

https://www.youtube.com/watch?v=7DEVfUk2zCk
The metaverse
An interconnected network of virtual reality,
augmented reality, and the internet, providing a
seamless immersive experience.

Metaverse may be $800 billion market
(Bloomberg)
Major Tech Companies are leading the
charge in creating metaverse
ecosystems.

From gaming to virtual events, education,
and commerce, the metaverse is already
redefining how people interact and
experience digital content.

In the metaverse, users experience a sense of
presence and social presence, leading to more
profound emotional connections with brands.
(Source: Deloitte)
Research suggests that people's emotional responses
in the metaverse are 27% stronger compared to
traditional online experiences.
(Source: Ericsson ConsumerLab)
Opportunities and Challenges in the
Metaverse
Technological
Opportunities Challenges
barriers:
The metaverse offers Privacy concerns arise as Access to high-quality
brands the potential for the metaverse collects VR/AR devices, may limit
global reach, 24/7 vast amounts of user widespread adoption, but
engagement, and data, necessitating advancements are quickly
immersive brand responsible data usage reducing these obstacles.
experiences. and transparency.
(Source: World Economic
Forum)
Metaverse Commerce
The metaverse is expected to become a significant e-
commerce platform, with virtual goods sales projected to
reach $400 billion by 2025.
(Source: Juniper Research)
What is an NFT?
NFTs
https://youtu.be/zpROwouRo_M
AI Personalization:
AI-driven virtual assistants and personalized

experiences will become integral to
marketing in the metaverse
Metaverse Influencers:
Virtual influencers will continue to rise,
collaborating with brands to reach younger
audiences.
So, its time to start
Building a Metaverse Marketing Strategy
Identify Objectives Understand Target Audiences Leveraging Virtual Events

Define clear marketing objectives, Analyze data to identify the preferences Hosting virtual events can drive
whether it's brand awareness, customer and behaviors of the target audience engagement and foster a sense of
acquisition, or community building. within the metaverse. (Source: community around the brand.
McKinsey)
Understand the
humanity algorithm
of the metaverse citizens

Understanding the humanity
algorithm in metaverse
• Virtual Identities:
• In the metaverse, consumers often present themselves differently, creating
virtual identities and belief systems that influence their purchasing decisions.
• Virtual Commerce:
• The rise of virtual marketplaces allows users to buy virtual goods and
experiences, creating new revenue streams for brands.
• Social Commerce:
• Peer influence and social interactions significantly impact purchase decisions,
making social commerce strategies vital in the metaverse.
Crafting Compelling
Interactivity: Storytelling: Gamification
Content for the Users expect immersive and
interactive experiences in the
Brands can tell compelling
narratives that resonate with users
Gamifying marketing experiences
can boost engagement and
Metaverse metaverse, such as customizable
avatars and interactive brand
on an emotional level, leveraging
the metaverse's unique storytelling
encourage participation.
installations. capabilities.
• Synergy through Collaboration:
• Partnering with other brands or influencers in
Collaboration the metaverse can amplify reach and create
unique experiences.
and • Cross-Platform Marketing:
Partnerships • Brands can extend their metaverse campaigns
across social media and traditional channels to
in the maximize impact.
• Co-Creation with Users:
Metaverse • Involving users in content creation and brand
experiences fosters a sense of ownership and
loyalty.
Brands and Metaverse
Marketing In Metaverse
Why are brands investing millions in the
metaverse?
https://www.youtube.com/watch?v=-x38ojXzG0I
Nikeverse
https://www.youtube.com/watch?v=pDoMzUvdVsc
Ethics and Privacy in
Metaverse
Navigating Ethics and Privacy in the
Metaverse
Data Privacy: • Companies must prioritize user data protection and ensure transparent
data practices to maintain trust in the metaverse. (Source: PwC)
Virtual Harassment: • Combatting virtual harassment and promoting a safe environment is

crucial for fostering a positive user experience.
Digital Inclusivity: • Addressing accessibility and inclusion challenges ensures that the
metaverse is accessible to all users.
Few thoughts I want to leave behind
• The metaverse represents a new frontier for

marketing, unlocking unprecedented opportunities for
brands to connect with consumers on a deeper level.
• Understanding the Algorithm of Humanity is key to
crafting successful marketing strategies that resonate
in virtual environments.
• Embrace the metaverse's potential, navigate
challenges responsibly, and adapt to the evolving
landscape for a successful marketing future.
adheesha.id@gmail.com
+94717111104

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© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

Marketing in the Metaverse

DBA (Reading) Postgraduate Institute of Management

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

Computer algorithms are typically explicit and

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

In the end tech, lets algorithm of humanity

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

Think of it as the “read/write/own” upgrade to the internet.

This vision of Web3 tends to be a more democratic version of today’s

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

AI-driven virtual assistants and personalized

Identify Objectives Understand Target Audiences Leveraging Virtual Events

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

Virtual Harassment: • Combatting virtual harassment and promoting a safe environment is

• The metaverse represents a new frontier for

© Adheesha Dharmakeerthi | අ"ශ ධ&ම(&)

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