Author: Tom Ridges, Herdify CEO

Data may well be the new oil of the 21st century but, with the upcoming changes to cookies and third-party data, it’s all about first-party data. You need to own your own data and you need to use it wisely.

Your CRM is an obvious place to start when it comes to making your own data work for you. But, how can you do this effectively? Well, that’s easier said than done. “Why do we need to pay you – can’t we just use our CRM data to target locations?” Was a question I was asked last night. “Yes, you can” was my response, “you could also throw darts at a map”. That’s the problem with targeting, there are a million ways to do it:

• Throw a dart at a map
• Close your eyes and point at a map
• “Target” everywhere
• Use your CRM postcodes…

They all “work” – after all, a broken clock is right twice a day after all. But, they’re not necessarily effective and random lists are not targeted. The question came from the fact we use CRM data to start our process, so it’s an expected question, but using data analysts and AI means we can:

• Remove the random noise from your CRM data – typically 25%-75%
• Amplify the signal that’s left by a magnitude of between 500% and 2,500%

Resulting in:

• Targeting data where your message is most likely to be received
• More new customers
• Quicker access to customers

In short, your CRM is a great place to start, but you still need to be able to sieve through the noise. The Herdify platform does that for you, while supercharging your targeting through our expert data analysts and AI algorithm.