Three minutes with Alona Borzhemska: Using data to protect your brand
Three minutes with Alona Borzhemska: Using data to protect your brand
At Ilkari, we believe actionable insights from domain data can transform brand strategy and protection. Recently, Ilkari’s Marketing team sat down with Alona Borzhemska, Chief Commercial Officer at DomainCrawler, to discuss the value of data, emerging technologies, and strategies to safeguard brands online.
Turning data into business value
Marketing: Your company provides actionable insights from domain data. How does this help companies?
Alona Borzhemska (AB):
“We deliver insights from crawling and indexing the web, helping companies identify churn risks, revenue loss, abuse detection, and market trends. This data can lead to higher renewal rates, increased revenue, and a stronger ecosystem.
The challenge is that data’s value is not always easy to explain. Organisations often don’t realise how much insights are worth or how to translate them into actionable business outcomes.”
Challenges in selling and using data
Marketing: What are the biggest challenges customers face today?
AB:
“Data is hard to sell because its value isn’t obvious. Different stakeholders have different priorities, and it’s crucial to demonstrate how data saves resources, increases efficiency, and supports strategic decisions.
My role is to balance insights with clients’ practical needs, helping them leverage data to predict outcomes and strengthen their business strategy.”
Emerging technology trends
Marketing: What technology shifts do you see affecting brands in the near future?
AB:
“Web3 is a major development. At the recent ICANN78 meeting, the WebUnited initiative highlighted how Web3 domains could coexist with traditional ICANN domains, creating new opportunities and use cases.
Companies need to understand this evolving landscape. While Web2 domains remain critical, Web3 innovations could reshape how digital identity and brand protection work in the future.”
Preparing for online brand protection challenges
Marketing: What’s the key takeaway from your upcoming webinar on brand protection?
AB:
“The digital landscape is changing rapidly, with AI and Web3 technologies creating new threats for brands. Malicious actors are constantly innovating.
Our webinar will provide actionable insights to help attendees understand current trends, anticipate threats, and implement strategies to safeguard their brand online. The main goal is awareness — understanding the big picture and how to act strategically.”
Looking ahead: What’s changing for customers
AB:
“The past few years have challenged businesses with economic fluctuations and tech sector layoffs. This makes strategic resource allocation critical.
For our customers, the focus is returning to fundamentals with a customer-centric approach, optimising Customer Acquisition Cost (CAC), and targeting marketing efforts effectively. Companies that leverage domain and data insights will be best positioned to navigate limited resources while protecting their brand.”
Learn more about domain data and brand protection strategies at www.ilkari.tech/
