Our work with Herdify.
Targeting real communities to drive smarter, faster customer growth.
By blending behavioural science and sales data, Herdify delivers nuanced segmentation for addressable media — using an AI model first applied in pandemic science to predict where real-world communities form and how brand influence transmits between people.
The partnership
What is Herdify?
Herdify is a really smart refinement tool that helps us find even more audiences. The team behind the tool harness an AI model, first used in pandemic science, to predict where communities are forming in the real world and how brand influence will transmit between people.
They look for patterns to identify the location and frequency of how messages are being spread — and all of this is super useful and very clever. Behavioural science is the study of how cultural, psychological and societal factors drive human behaviour. Within marketing, it’s used to influence attitudes and buying behaviour.
How we use it
Working together
We’ve partnered with Herdify on a number of occasions to help our clients get right into the heart of their pre-existing, real-life communities. Every marketer is looking to target the right people, at the right time, with the right message.
Using our traditional targeting methods, we overlay Herdify’s data — allowing us to refine those targets to a greater degree, whether that be for direct marketing, digital, TV, radio or any other medium. The results we’ve seen are staggering.
Why it works
Smarter targeting. Less waste.
By refining our targeting to only focus on active communities, we target fewer people — eliminating the waste that marketers used to assume was unavoidable.
01
Identify active communities
Herdify’s AI detects where real-world conversations about your brand are already happening — pinpointing postcodes and community clusters with the highest word-of-mouth activity.
02
Overlay onto existing targeting
We combine Herdify’s community data with our traditional audience targeting — across direct marketing, digital, TV, radio, or any other medium you’re using.
03
Reach fewer, better people
No more radio ads that fall on deaf ears, press inserts that go straight in the bin, or online ads scrolled right past. Every impression reaches someone already receptive to your brand.
04
Reduce waste — for the planet too
As a proud B Corp-certified company, we love that this approach also reduces physical waste associated with traditional direct marketing. Smarter targeting is better for the planet.
Is it right for you?
Who would benefit from our Herdify partnership?
If you know exactly who your ideal customer is but you just don’t know where to find more of them — or you want to run highly targeted campaigns — this is a great way forward.
You know your ideal customer
You have a clear profile of who buys from you, but finding more of them at scale feels like guesswork. Herdify removes the guesswork.
You're running multi-channel campaigns
The Herdify overlay works across DM, digital, TV, radio and more — making every channel more precise without changing your media mix.
You want to reduce wasted spend
Your campaigns are reaching people who simply aren’t interested. Herdify concentrates budget on communities already talking about your brand.
Sustainability matters to you
Targeting fewer, more relevant people means less print, less digital noise, and less carbon. If you’re a values-led brand, this fits perfectly.
The Difference We’ve Made
Abel & Cole
Using community insights, we detected where consumers were already talking about Abel & Cole — and targeted right into the heart of those conversations.
Diamond Whites
By targeting people already exposed to Diamond Whites through word-of-mouth, we helped stop the guesswork — and the wasted spend.
Pepper Sq
We helped Pepper Sq find those all-important pockets of champions — and it really paid off, delivering results that exceeded expectations.
Perrys
Working with Herdify’s community detection tool, we found where people were already talking about Perrys — then targeted them with precision.
Not only is it GDPR compliant to have clean and accurate data — it’s the foundation of every campaign at Join the Dots. Organised data allows for informed decisions to be made based on evidence. Your data safety is our priority.
Also from our data specialism
While you're here, meet EPiC.
EPiC is our proprietary lead generation platform — built for the responsible marketer. Collect consented zero-party data and communicate directly with prospects who have given clear, specific consent. Lead generation done properly.
EPiC lead generation
Evidenced, Privacy-first, Intent-based, Consented. Build first-party prospect lists with a full GDPR audit trail — at scale.
Get in touch with the group
Whether you’re looking to speak to a specific division or want to understand how the Group as a whole could support your organisation — we’d love to hear from you.