Some marketers believe that using data sets such as Acorn by CACI, Experian and Tableau solves the age-old “spray and pray” problem, whereby demographic segmentation allows them to deploy budget in a more targeted way.
The issue with this method of demographic targeting is that it assumes that your target customers are exactly the same as your competitors’, which means that you continue to fish in the same (diminishing) pool. We call this data category-specific data. It’s useful to plant new seeds but doesn’t identify brand-specific audiences.
The other issue is that it doesn’t take into account the impact of social behaviour and communities, and how they influence potential customers. This is important because the biggest influence on consumer behaviour are the communities that exist in the real world – the streets, towns and cities where people live. Two thirds of brand conversations and recommendations happen offline.
For example, a 60-year-old grandmother wouldn’t be found in the target audience for a baby food brand. But she holds a great deal of influence within her community, and through the power of recommendation is likely to influence others to purchase.
|Dynamic data set||No||Yes|
|Analysis of behavioural influence||No||Yes|
"Before Herdify, we knew the impact they could have, but we didn’t know how to harness them to grow our customer base.
We found that it is 95% cheaper to acquire customers in Herdify areas - and most importantly, we acquired customers who will become our best advocates.”
~ BEN REED, CEO
Discover how Herdify’s real-world community detection technology compares to tools like Sprout Social, Falcon.io, Hootsuite, Meltwater and Buffer -->
Attribution modelling programmes like Fospha, ActiveCampaign and windsor.ai miss sales that are influenced by offline behaviour, and often discount the value of digital ads -->
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