With the rise of internet users and applications with real-time requests, the ability to identify and
track data as they are being created through various processes is considered essential, and for many
industries it is even required by national or international regulations. Data traceability requires
integrity and transparency of data that is being stored and shared. This is a problem for the current
technologies, since there are a lot of examples of modified data and vulnerabilities on their
databases that resulted in serious consequences and data loss. A solution to that problem might be
the decentralization of the data in the used systems, which will remove the center point of failure.
For that, a blockchain system or a distributed ledger (DLT), an emergent technology that enables
the decentralization of a network and can be used by implementing a trustless model to achieve it.
Blockchains are tamperproof and transparent, which means that by exploiting blockchain
characteristics, traceability can be improved. A model that describes the decentralization process
of data storage has been developed for the purposes of this article and it is being compared with a
traditional data storage method. This model was examined in the form of questionnaires which
were distributed to the fast paced marketing environment of Hyundai Motorsports GmbH in
Alzenau, Germany. The results of these questionnaires are positive as they were completed by the
IT team and the Marketing and Digital Marketing teams of company, where both teams agreed
that the results of such a change in a company would positively contribute to the security,
transparency and validity of the data they receive.
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