Brands and charities are being offered even greater insight into how word-of-mouth influences audiences without the need for new data, new spend, or new targeting models.
Behavioural science specialist Herdify’s new Audience Discovery platform lets marketers see where their audience is most valuable with word-of-mouth, within the demographic segments they already plan in.
It is the first feature to launch as Herdify looks to provide deeper insights to help customers better understand what word-of-mouth is doing for their business and how to use it more effectively in their growth strategy.
The new feature shows organisations the comparison between how postcodes perform with and without word-of-mouth, by Experian mosaic demographic group and across three key value metrics: new customer rate, lifetime value, and overall revenue opportunity, highlighting the overall value word-of-mouth has for your organisation.
It is claimed that people who hear about a brand from someone they know convert faster and stay more valuable than people who only ever hear about it from an advertisement.
Herdify co-founder and CPO Ed Barter said: “Most demographic data tells you who a customer is, but it won’t tell you if they are talking to their neighbours about you. Audience Discovery shows brands where word-of-mouth is actually happening, and assigns a real revenue figure to it.”
To coincide with the product feature rollout, Herdify is strengthening its team to boost its customer success, data science and product development.
Steven Emms joins as founding customer success and growth manager, bringing extensive experience from his most recent role as head of client services at Flixmedia. He has also held senior roles at Innovid, VIOOH, and Taboola. In his new role Emms will lead the post-sale customer journey, from onboarding through renewal, while streamlining and growing the client experience.
Meanwhile, Robert Deed joins Herdify as a data scientist from DataHE, where he worked directly with clients while developing data products, building tools and pipelines, automating processes, and improving the reliability and accessibility of complex data. Deed’s technical and customer-facing experience will support the continued development of our product features to best support our customers.
Barter added: “We are focused on providing clients with the best possible insights for their audience and marketing strategies; that’s why we’re also making two brilliant hires to drive our customer experience forward.”
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