Neometrics

• New techniques to improve the ROI of traditional marketing campaigns, adding greater insight on how consumers social networks affect their purchase decisions
• A case study showing the actual benefits of the application of Neo Metrics SNA Methodology for the management of B2B customers

Madrid, April 28th, 2008. - Neo Metrics, an innovative consulting leading firm in Analytic Intelligence, will celebrate the 2nd Social Network Analysis Conference next June 17th at the Thyssen-Bornemisza Museum auditorium in Madrid.

As in the 2007 edition, attended by over one hundred professionals, Neo Metrics and other prestigious international specialists in SNA will show how Social Network Analysis (SNA) is changing current marketing strategies through a deeper understanding of consumers and how their social networks influence their decisions.

Jose Luis Florez, Neo Metrics’ CEO, will be discussing the new social elements guiding consumer behavior and purchase decisions in particular. In addition, Florez will disclose in this unique event in Spain Neo Metrics’ proprietary methodology that is enabling leading companies to effectively improve their commercial processes by using information on their customers that they already own, although it is usually hidden or scattered within their informational systems.

This 2nd Conference on Social Network Analysis will be enhanced with talks delivered by prestigious experts in marketing and customer management. Professor Dawn Iacobucci, Bronson Ingram Professor of Marketing at the Owen Graduate School of Management at Vanderbilt University, a renowned expert in networks, customer satisfaction and service marketing, quantitative psychological research, editor of a variety of journals and co-author of Gilbert Churchill's leading textbook on "Marketing Research”, will present at the conference. Hernan Sanchez, Havas Media Intelligence CEO, who is in charge of a globally leading team in the areas of media management methodology, innovative communication solution development, business insight, media landscape monitoring, and knowledge management, will also present in this year’s edition of the SNA conference.

A case study will also be presented with some striking results of applying an innovative methodology developed by Neo Metrics for this area. Axesor, a pioneering business information provider on the internet, will discuss how SNA has allowed the company to optimize B2B customer management. Thanks to Social Network Analysis, Axesor was able to define the value of start-up companies by studying the influence of shareholder social networks.

“By being aware of the social networks our customers belong to, we are capable of pinpointing those influences that will lead their future behaviors as consumers, thereby acquiring the ability to predict and simulate purchase decision processes with much greater accuracy than before.”, according to Jose Luis Florez, Neo Metrics’ CEO.

June 17th Agenda:

9.15   Welcome and Registration
9.30   Opening Address, Jose Luis Florez, CEO of Neo Metrics
9.45   Different Faces of Marketing Networks.  Prof. Dawn Iacobucci
10.45  Social Networks, New Communication Models, Hernan Sanchez, CEO of Havas Media Intelligence
11.15   Coffee Break
11.45  Case Study: Social Network Analysis for B2B customer management. Susana Clemente, Axesor’s R&D Director
12.15  Social Network Analysis. The Value of the Influence. Jose Luis Florez, Neo Metrics’ CEO
13.00  Spanish wine 

Neo Metrics, international leader in Social Network Analysis

Neo Metrics was the first Spanish company and one of the pioneers worldwide in launching a Social Network Analysis solution for the business world with a methodology that is unique for its accuracy. Thanks to this methodology, Neo Metrics was able to reach levels of customer churn and customer retention prediction up to three times higher than those attained with traditional methods. Encouraged by these results, some of the top Spanish companies in the telecommunications, banking and insurance sectors have lead the implementation of Neo Metrics’ SNA methodology in their respective areas.

Neo Metrics’ solution for Social Network Analysis enables:

• Identification of customer communities and the relationships established within them in order to analyze the dynamics produced therein. It also allows distinguishing types of communities and types of relations between customers: professional, family, friendship, mixed, etc.
• Definition of each customer’s role, considering that each individual plays a different role in his or her community. It is necessary to identify the role each community member takes on in order to define his or her impact on the network. Neo Metrics’ solution allows identifying those customers who are opinion leaders, those who are followers, and those who bridge two or more different communities.
• Creation of predictive models for network dynamics, useful in order to learn how influence, information and behavior spread throughout networks, thereby understanding global effects of individual consumer behaviors on customer networks.