Tom Ridges 🐄

Herdify

Hi, thanks for checking out my profile 👋

I run Herdify, which uses behavioural science, specifically the fact that humans are herd animals (Herd-IFY, get it?), to help consumer businesses build trust and grow their reach without spending any more.

Check out the 1-minute explainer by me below 👇, and if you're interested in how it works, there is an intro from our head of data science, Ed.

If you want to learn more, DM me any questions.

CEO and Founder

Data Literacy Academy

Teaching Your Workforce To Be Data Literate - One Learning Platform. One Subscription. Hundreds of Live Classes.

Investor

Microsoft

Working with large and small companies around the world, made me realise insights and data are hard! That's why I started Herdify to make it easier for businesses to harness the power of data.

Technology Strategist

Rackspace, the #1 managed cloud company

Yeah, I've worked in Tech for a long time...

Technology Strategy, Design and Leadership

Great soundbite from Rory Sutherland and Richard Shotton on the importance of localisation. 👇 

Including people's location in their copy provides a feeling of belonging and if you can pick those locations where they also feel like a part of the herd, you're layering behavioural science approaches to provide an even greater impact without increasing your media budget. 

Taken from Marketreach's "mail unleashed" YT series. 

We're looking for a media planner account manager to be based out of our Bristol office. 

If it looks like the role for you, let me know.

Media planner account manager

If everybody thought it deserved a standing ovation, they would have all got to their feet immediately.

But they didn't.

A few people stood up.

Then, a few more

And then the dominos fell, and EVERYBODY stood up.

Herd mentality at its finest.

It also serves as a great visible comparison to your production adoption. It also shows where most brands stop; When the first few stand.

You see, internal motivations drive the first few. "I think it's good; I'll stand up."

The majority are driven by those around them: "Everybody else is standing, so I should"

Advertising alone is really good at activating the first group, but really poor at activating the second group. Unfortunately the latter makes up about 92% of the population. 

It's also unfortunate that, like dominoes, once the latter group is moving, it's hard to stop the momentum. So essentially, it's "free", yet most miss out on this, so their media spend generates less return. 

Therefore advertising to individuals is a 1:1 relationship, advertising to groups at the tipping point is a 1:Many relationship...WAY more efficient.  
 
So, if you'd like the response from your advertising to be more standing ovations than slow claps, you need to target where these herds are on the tipping point.

If you want to find where these herds are at the tipping point, you need to check out Herdify.

Herdify takes your first-party sales data and can predict, with great accuracy, where these herds are located so your media planners can choose the right locations at the right time.

Or just keep targeting the old way.

It's up to you. 

Thanks, Peter Whent, for the submission!


While waiting at the gate to board a flight last night, my wife saw airport herding at it finest. 🐄 

Unprompted someone went and stood by the gate. 

Over the next few minutes more and more people joined and a queue formed. Still no prompt from the airline. 🐄 🐄 🐄 

A few minutes later someone who was, presumably flying business, stood NEXT to the first person, and sure enough a smaller queue formed behind him. 🐄 🐄 🐄 🐄 

The first person in that queue represents about 8% of the population. They make a decision based on something internally. Everyone else who joined the queue represents the other 92%. We like to follow those around us. 

Two lessons:

1. Herd mentality is everywhere if you look.
2. I must point it out too often if my wife is now spotting it when I'm not with her. 

My goal for 2024 is to make is corporate negligence to book a door drop without the inclusion of Herdify's behavioural segmentation. 👮‍♂️ 

We've a 100% record when our segmentation has been included in a door drop of a significant increase in performance. Therefore, if there is data that will improve your results and you're not using it, the CFO should be furious. 😡 

Why do we win? Simple. It's dynamic and taps into human decision making.

Most segmentation taps into static variables about people and the category. - e.g People who are interested in dog products. 😴 

Herdify is continuously refreshed to identifies the current hotspots where consumers are likely to take a positive action for your BRAND.
- e.g People most likely to buy Tom's DogChews next month. 🔥 

OK, so I'm being a bit tongue in cheek about the negligence bit, but you get the point. 

Imagine a fisherman deciding a good spot for fish and never moving. He'd be laughed at right?

Yet the vast majority targeting for media is just that. Built once and recycled. 

But audiences are not static.

12 months ago all my kids could talk about were Airup. Now they don't care.

24 months ago, Tesla were high on the purchase list for a lot of people, the news this weekend makes me think this is changing.

But audience targeting is more nuanced than this. Just like my kids were influenced by other kid's water bottles, I'm more likely to buy a Tesla the more I see others buy them.

This is because herd mentality is one of the biggest influences on our behaviour. And herd mentality is not static. 

Segmentation that's built based on what people look like or their interests fundamentally ignore how people make decisions. This is the old way. 

Segmentation that is continually analysing your sales data against a behavioural framework factor this in. This is the new way.

This is why Herdify's Behavioural Segmentation Engine, when included in campaigns, increases the effectiveness of the media between 2x -6x

Trying to build an army at the outset of WW1 was hard, but the former Lord Mayor of Liverpool realised that targeting individuals was not the way, rather they should target groups of friends.

While signing up people to fight might not have obvious parallels with selling a product, they are both trying to change a behaviour.

Getting people to switch to environmentally friendly products, drive electric vehicles or subscribe to healthy food services all face challenges of disrupting a social norm where most people DONT do this behaviour.

Targeting individuals in this way is a fast way to burn cash.

Tapping into the influence of groups, is a way to put this cash to good use and achieve the behaviour change you want.

Taken from Damon Centola’s book “Change - how to make big things happen”

Three takeaways from the AdSmart from Sky event last night in Bristol, organised by the wonderful Kelly McGregor: 

💰  The entry point to use this channel is much cheaper than I'd thought and accessible to pretty much anyone.

🧠  Sky has built an intelligent platform so ads are not wasted. So if my kids are watching a kid's program at 3 pm, it won't show an ad intended for me.

🐄 There is a huge opportunity to layer on Herdify's behavioural science-backed audience targeting over the top. CTV Case study dropping soon 👀 

It was great to see the Join the Dots team and meet Andrew Scott and the Purplex team.

I'm looking for recommendations for CRM that is designed for SaaS companies.

They all say they are good for SaaS but it would be good to hear from my tech network on what people actually use and why.

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