IBM has come to the aid of marketers who either don’t understand the blockchain or, alternatively, grasp the concept but can’t determine how to make the best use of the still-new tool.

This system, which forms the basis for cryptocurrencies like Bitcoin, is a ledger of transactions that is updated in real time and verified across multiple independent nodes on a network. As a result, it supplies a clear chronology of transactions and ensures approval by all parties, rather than a single gatekeeper, to minimize fraud.

For Babs Rangaiah, executive partner/global marketing at iX, the digital consulting arm of IBM, the blockchain falls within his range of responsibilities, which includes helping brands leverage emerging tools from cognitive computing (as embodied by the company’s Watson platform) to e-commerce.