Insights on household intelligence, enrichment and audience activation.
Field notes from the team building the future of UK customer data. For performance, CRM and data leaders.
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Google Customer Match: How to Upload Your List (and Make It Worth Uploading)
What Customer Match is, who's eligible, the exact upload steps, what drives match rates - and why list quality matters more than the mechanics.
How to Build Better Lookalike Audiences (When Meta's Modelling Stalls)
A three-step playbook for improving lookalike performance: seed from real UK household attributes, enrich Klaviyo first, then activate on Meta.
How to Reach High-Value Customers You Don't Already Know
Target high-value households outside your CRM using real-world signals-without connecting customer data or relying on ad platform guesswork.
Direct Mail Marketing in 2026: The UK Brand's Guide to Costs, Targeting and ROI
Direct mail response rates dwarf email - but only when the targeting is right. UK costs, formats, GDPR rules and how household-level data engineers the waste out.
Household Audiences vs Lookalike Audiences: A Head-to-Head
Lookalike audiences are opaque, generic and hard to suppress. Household audiences are transparent, named and controllable. A head-to-head on the audiences UK D2C brands actually need.
UK Household Data for D2C Marketing: A Deterministic Alternative to Meta Advantage+
How UK household data, Council Tax bands, Land Registry signals, tenure and move stage, gives D2C performance marketers a controllable alternative to Meta's broad Advantage+ targeting.
Household Audiences: The Complete Guide for UK D2C Marketers (2026)
The pillar guide to household audiences. What they are, how they compare to lookalikes, and the four-step process to build, activate and measure them across Meta, Google and programmatic.
Meta, Google, Programmatic: How Household Audiences Plug In
Your media plan doesn't need to change. Your audiences do. How household audiences ship into Meta Custom Audiences, Google Customer Match and your DSP.
The D2C Vertical Targeting Playbook: Furniture, Sleep, Garden & Kitchen Brands
How four home-anchored D2C verticals win on Meta and Klaviyo by targeting the household signal that actually predicts purchase. Move stage, property size, family composition.
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