BRTN Framework
At the heart of Progency’s approach lies the revolutionary BRTN segmentation framework—a departure from traditional demographic or behavioural segmentation that instead categorises customers based on their actual engagement patterns and value contribution. This framework provides a comprehensive structure for deploying Progency’s three solutions strategically across the customer lifecycle, ensuring resources are allocated where they deliver maximum impact.
Best Customers (10-20% of Database)
Who They Are: These customers typically generate 60-80% of revenue and an astonishing 200% of profits. They have demonstrated consistent engagement and purchasing behaviour within the past 30 days.
Strategic Approach: Best customers warrant the brand’s dedicated internal attention through Velvet Rope Marketing (VRM)—special treatment that creates distinctly superior experiences to acknowledge and reinforce their value.
Progency’s Role: While the brand’s own team typically manages these customers directly, Progency complements these efforts through:
- Providing AI-powered personalisation capabilities that enhance VRM initiatives
- Creating referral programmes that transform Best customers into acquisition engines
- Enabling monetisation of engaged audiences through NeoN’s publisher capabilities
Rather than competing with internal teams for control of these relationships, Progency empowers them with enhanced capabilities while creating new revenue streams from existing engagement.
Rest Customers (40-50% of Database)
Who They Are: The critical middle segment showing declining engagement (30-90 days since last meaningful interaction). These customers represent marketing’s greatest untapped opportunity—and its greatest risk, as they stand on the precipice of disengagement.
Strategic Approach: Rest customers require immediate intervention to rebuild attention before dormancy sets in, yet most brands lack the resources to deliver this effectively.
Progency’s Role: For this vital segment, Progency offers two powerful complementary solutions:
Neo360 maximises value through comprehensive lifecycle optimisation:
- AI-orchestrated personalisation across all channels, not just email
- Seamless cross-channel journeys that maintain consistent messaging
- Predictive propensity models identifying the perfect next product or offer
- Performance optimisation that continuously refines engagement strategies
NeoMails delivers transformative engagement through:
- Interactive email experiences that create daily “hotlines” to recapture waning attention
- Atomic Rewards (Mu) that drive habitual engagement through gamification
- Microns that deliver 15-60 second “brain gain” experiences providing genuine value
- SmartBlocks enabling frictionless zero-party data collection to fuel deeper personalisation
Together, these solutions create a robust system for Rest customers—Neo360 ensures every interaction delivers maximum value through precise personalisation and journey orchestration, while NeoMails establishes the reliable hotline needed to prevent attention recession. This combined approach not only prevents the costly slide into dormancy but actively converts Rest customers into Best customers over time.
Test Customers (30-40% of Database)
Who They Are: These customers have gone dormant or inactive (90+ days without engagement), representing a massive unrealised value pool. They know the brand but have disconnected from regular communications.
Strategic Approach: Traditional approaches rely on expensive retargeting through Adtech platforms like Google and Meta, creating the “AdWaste” phenomenon of paying premium prices to reach customers already in the database.
Progency’s Role: NeoN provides a revolutionary alternative:
- Authenticated identity targeting enables precise reconnection with dormant customers
- Brand-to-brand collaboration creates an efficient marketplace without platform intermediaries
- PII-based matching ensures messages reach exactly the right people with zero waste
- Interactive ActionAds enable frictionless transactions directly within partner emails
This approach dramatically reduces reacquisition costs while maintaining the privacy and data ownership that traditional adtech platforms compromise.
Next Customers (New Acquisitions)
Who They Are: Genuinely new prospects with no existing relationship with the brand.
Strategic Approach: While traditional acquisition remains important, NeoN provides a complementary approach that leverages authenticated identity rather than cookie-based targeting.
Progency’s Role: For new customer acquisition, NeoN offers:
- Precision targeting based on verified traits and interests
- Contextual relevance through placement in related content
- Significantly lower costs compared to auction-based platforms
- More effective measurement through authenticated identity
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The BRTN framework ensures every customer segment receives the appropriate intervention at the right time—transforming the traditional marketing funnel into a comprehensive lifecycle management system that maximises value at every stage while systematically eliminating AdWaste.
