You & Us

The $512 billion NEO Economy & You

Our team, led by social scientist Dr Ross Honeywill, spent two decades identifying consumers with the highest value-potential. They live and work in the $512bn NEO Economy. And nobody knows more about them than we do. We know what they do now, what they’d like to do next, and what makes them fall in love.

Once you have that kind of market intelligence at your fingertips, it’s a short journey through the intersection of industry data and client needs to arrive at a bold strategy.

Our kind of strategy is, however, not rooted in the industrial era. Ours is an emergent strategy jam-packed with innovations and evidence; an Agile strategy that values speed and results way ahead of engagements that run for years.

Ours is a simple approach: we know who the most valuable customers are. We know everything about them, including where they live. We are quick at identifying your problem – what you most need to achieve (which is not always what you want to achieve). Strategy is then the revealed beauty – the steps that connect the problem and the solution.

Your Business Goals

We start by understanding your business goals. Different clients have different business priorities, so our Discovery Workshops are essential to identify, quantify and prioritise the problems to solve.

Next, using accelerated analytics, we take those goals and interrogate our Deep Data to generate a couple of strategic options – not a couple of billion data points.

We then contextualise those strategic options by ranking your brand and products in the NEO Economy. We also measure the success of your brand and products against key competitors – both in the general economy and in the NEO Economy.

Your NEO Mindset

We start with our own sophisticated model of the NEO consumer – that is the consumer with the highest value potential – and adapt to your context the hundreds of psychographic, sociographic and demographic attributes that bring the mindset to 3-dimensional life. This creates an optimal customer mindset unique to you, based on the richest insights and attributes in the market. No expensive, time-intensive research projects – just a leap-frog process that begins where others end.

Your Strategy

So, now that we know precisely who we are targeting, we can take your strategic options – each with its own brand +product value proposition and key messaging – and test them directly with your NEOs. Incidentally, we also use a smaller sample of non-NEO customers as a control. All this we do online so it is quick and inexpensive. It is also highly predictive.

Now we have the right strategy, the right value proposition, the right messaging and the right products at the right price – all voted for by your own NEO customers.

Your User Experience (UX)

But before you start marketing we need to be certain that what is promised can be delivered. Surprisingly, customer satisfaction and even Net Promoter Scores (NPS) don’t directly drive customer engagement, sales, and loyalty. Customer engagement and loyalty grow instead from the totality of mindset-aligned interactions throughout the user experience.

Our international partner team of UX designers starts with the NEO mindset and applies those values, attitudes, desires, and expectations to every touchpoint. This creates mindset-aligned interactions throughout the user experience.

Your Precision Targeting

Next, we have proven tools to reach NEOs in your own customer database. And to reach new NEO customers …

Targeting Existing Customers:

  • High-value NEOs can be flagged on any customer database. Using probabilistic modeling we identify between 6 and 30 proxies on your customer database to match with our vast consumer database embedded with the NEO algorithms.
  • The result is target customers flagged on your database with an accuracy of up to 80% (random = 24%).
  • Once identified, your NEOs can then be recruited into learning loops to optimise creative, media, website content and channels. This delivers razor precision of personalised, relevant messaging via DM and EDM.
  • The result is reduced spend and deepened share of wallet.

Acquiring New Customers:

  • We model your NEO cohort onto an external database with 16 million named addresses, 5.2 million telephone numbers, 3.5 million email addresses, and 3.3 million Facebook users.
  • Or, a programmatic example, Eyeota which has distributed NEOs through its data marketplace enabling media agency trading desks and direct advertisers to target NEOs within the programmatic trading ecosystem. Eyeota clients can target NEOs on the top 50 media buying platforms, and through all their major trading desk partners including Xaxis, Accuen, Ikon, Vivaki, Cadreon, and Sparc.

Evaluating Your Success

We provide you with the most sophisticated and effective reach and evaluation platforms available. A ‘NEO Pixel’ can be embedded into every piece of content and in every digital ad to track NEO engagement anywhere on your website or app, and on every ad across all devices. To achieve this, NEO algorithms are matched with a passive measurement panel of 20 million Telstra connected devices and the Roy Morgan Single Source database.

What does that look like? Raw digital events from the NEO Pixel are ingested into our algorithms and processed and aggregated on the Google BigQuery Cloud service. NEO metrics and insights are then delivered to you via an intuitive dashboard – or via API into the client’s own preferred BI tool.

Conclusion

A NEO strategy and implementation enables you to reach a proprietary premium audience, at scale, with targeted ads, targeted creative, targeted content, and targeted messaging designed to engage premium consumers and influence their buying behaviour – making reach-into-dollars (not eyeballs) the new standard. This is precision targeting and tracking, delivering a view-of-the-single-customer and true one-to-one marketing.