+19%
30%
3.1M
A multi-site retailer was buying local media by postcode and a fixed radius around each store. Radius maps don’t match how people shop: over-spending on low-propensity suburbs inside the circle, under-serving high-propensity households just outside it.
Alive Data mapped each store’s true catchment at the household level, using movement and spend data to find where customers actually come from and which nearby households resemble them. Store-level audiences of high-propensity households replaced the radius buy.
Spending against real catchments lifted return on ad spend by around 19% and cut spend on low-propensity areas by roughly 30%, across 3.1M high-propensity households.
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