The returns of digital marketing are decreasing. Customer acquisition costs increased by 60% in the last five years, while loyalty programs suffer a low degree of engagement (only 15% of loyalty points are redeemed). Tide believes leveraging a credential system is a great way to build communities and acquire and retain new users. Tide credential builder allows projects to define on-chain (smart contract interactions) or off-chain triggers to provide credentials to their community. Tide is used by NFTperp, Pooltogheter, Premia finance, and many other projects.