Your postcode is lying to you
Most marketers segment Australia by postcode or suburb. Not because it’s the right unit — because, for a long time, it was the only unit anyone could buy. The problem is that a postcode is an average, and averages hide the people who matter. Walk down a single street in any capital city and you’ll […]
Targeting after the cookie
For years, the third-party cookie did the heavy lifting in digital advertising. Now it’s disappearing, and a lot of marketers are bracing for a targeting cliff. Here’s the uncomfortable part: the cliff is only steep if your targeting was built on borrowed ground. The cookie was always a crutch — an identity you rented, scattered […]
What movement knows that surveys don’t
Ask someone what they buy, and they’ll tell you a story. Watch where they actually go, and you’ll learn the truth. The gap between the two is where most marketing money goes to die. Surveys are good at capturing intention, identity and aspiration — how people want to be seen. That has its uses. But […]