Herdify Scores

The Herdify score measures the prevalence of word-of-mouth activity in a postcode sector. If everyone in a postcode sector is exposed to word-of-mouth, then the score is 100. If no one is exposed to word-of-mouth, then the score is 0.

Areas with detected word-of-mouth typically outperform those without, with most brands finding that higher-scored postcodes deliver better campaign performance than lower-scored. This varies though: some brands see diminishing returns in postcode sectors where word-of-mouth is widespread and brand awareness is already high.

Planning

When introducing word-of-mouth targeting, brands must choose between:

1. Testing performance across a range of scores to understand how word-of-mouth prevalence affects their brand specifically (recommended). This approach provides more information to inform future campaigns, but comes with the trade-off of lower expected performance in the initial campaign.

2. Targeting higher-scored postcodes. Most brands find these postcodes deliver better performance, but this approach provides less information going forward and carries more risk due to limited understanding of how word-of-mouth prevalence affects their brand specifically.