Disrupting the Digital Disruption

The “move fast and break things” technology culture assesses “what it could do” before “what it should do”. This creates a predator-prey dynamic designed to manipulate, persuade, prey upon, troll, and scrape consumers through cohort-led educated guesses driven by transactional and product-centric data. The ecosystem is obsessed with building a better mousetrap. Umego wants brands to think differently about the mouse.

The current data models tell us “Who purchased what” and “when, where, and how” it happened. Then it deteriorates, first at the audience level, then cohorts, and finally for individuals. It becomes less and less accurate. Algorithms cannot code the human condition, so they prey upon its vulnerabilities. They do this not because it’s evil but because it works – to an extent.

Customer-centricity

Our behavioral and social science strategy flips that dynamic, powering customer-centric algorithms through authentic human connection. We leverage tools and technology to shorten intimacy and relevancy time horizons. We collect and organize intelligence, learn, be curious, and make available 100% of the history between a company, brand ambassador hosts, and customers to any stakeholder who needs it anytime, anywhere. Most importantly, we answer the critical question that has eluded brands since the start of the digital revolution - “Why do consumers do what they do?”.

There are too many human variables and too much nuance across audiences, cohorts, channels, income levels, and journeys to understand the “why.” Learning why requires the art and insights of human interaction - trust, kinship, listening, caring, empathy, nurturing, and anticipation. By going beyond “first-party data” to “first-person experiences”, Umego unearths why individual customers do what they do and leverages the intelligence to develop more innovative and efficient customer-centric models. The value proposition is not to build a better mousetrap. It is to think differently about the mouse. In the end, our job is to serve the mouse better.

The gift of anticipation

We want to help brands and brand ambassadors to develop the art of anticipation. This is our favorite film quote: “What gift do you think a good servant has that separates them from the others? It’s the gift of anticipation. I know when they'll be hungry, and the food is ready. I know when they will be tired, and the bed is turned down. I know it before they know it themselves.”

- Gosford Park, Helen Mirren

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