Audience Report

The Herdify Audience Report gives you the details about who lives in your audiences and how they spend.

The report is broken down into three segments:

1. Herdify areas
2. Non-Herdify areas
3. Overall

Audience Report Metrics

There are 10 metrics available for each segment. They are all calculated over the past year.

1. Average annual value
2. Total revenue
3. Average order value
4. Purchase frequency
5. Number of transactions
6. Number of unique customers
7. Most dominant Mosaic Group
8. Most over-indexed Mosaic Group
9. Most dominant Mosaic Type
10. Most over-indexed Mosaic Type

The most dominant Mosaic Group (or Type) is the one that the largest proportion of your brand's customers belong to.

The most over-indexed Mosaic Group (or Type) is the one where your brand's customers are most over-represented compared to the national average – in other words, where your customers make up a disproportionately large share relative to the general population.

For more information on Mosaic Groups and Types, see our guide to Mosaic 8 in the Herdify portal.

Example use cases

Customer value

• Compare Herdify and non-Herdify customers – If your Herdify areas show a higher average annual value or purchase frequency than non-Herdify areas, this suggests that word-of-mouth is driving higher-quality customers, not just more of them.
• Spot untapped potential – A lower average order value in Herdify areas might indicate an opportunity to upsell or cross-sell to an already-engaged audience.

Demographics

• Inform creative and media planning – If your most over-indexed Mosaic Group skews toward a particular lifestyle or life stage, use that insight to shape messaging, channel selection, or creative briefs.