With data, big is not always best

With data, big is not always best
Sometimes quality and beauty comes in small packages: diamonds, chocolates, poodles, bonsai trees, the Olsen twins. Okay, scrub the last one. But you get the idea? Quality is usually better than quantity. Yet, in advertising we seem to ignore this premise. We look at reach and frequency as the two...
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How Australian supermarkets can acquire consumers using insights from location data

How Australian supermarkets can acquire consumers using insights from location data
With just four grocery brands accounting for an estimated 90.8% of the Australian supermarket industry , it's safe to say that competition for getting customers is fierce. With an expected growth of 2.5% over the next few years, expected to bring total industry revenues in the country to around $90...
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Digital and demographics – a marriage made in heaven

Digital and demographics – a marriage made in heaven

There is little doubt that online advertising must make more of demographics. We have become so focused on behavioural, that we often forget the ‘who’ part of the equation.

Demographics have been around since the early days of direct marketing, long before the Internet erupted. Mail-outs were A-B tested, just as landing pages and online ads are today. And audiences were segmented based on geo-demographics – the scientific way of telling who you are based on where you live. If you live in a four-bedroom house in Point Piper in Sydney’s east, for example, you are probably a wealthy family. You might even be the Prime Minister.

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