Independent media agency Magic has launched a proprietary data tool designed to help B2B marketers identify where their ideal customers are geographically concentrated, with early trials showing a 20% to 30% reduction in media wastage.
The Buyer Density Analysis tool, unveiled on 18 June 2026, maps buyer concentration at a postcode level by combining Australian Bureau of Statistics Census and workforce data with business and geographic datasets. It produces a scored, ranked map that ranks every postcode by its likelihood of containing a client’s target buyers.
The tool was developed in-house by Magic specifically for B2B organisations and is initially being offered free of charge.
How the model works
The tool draws on three data layers: individual data filtered by occupation, demographics, and household characteristics; business data ranked by industry, company size, and business density; and geographic data using postcode mapping, regional concentration, and market density.
Magic says the model becomes more accurate when a client’s own CRM data is integrated alongside third-party datasets, calibrating postcode scores against actual converted customers rather than a generic ideal customer profile.
Early results
Magic has trialled the tool across several sectors, including cyber security, commercial property, professional services, facilities management, and logistics.
“Most B2B companies know who their ideal customers are, but they have no structured view of where they are – which postcodes, which regions, and which markets contain the highest concentration of their future buyers,” said Magic CEO Shah Ghaffurian.
“We’ve built a model that maps buyer concentration at a postcode level, so marketing decisions are based on data rather than assumptions. The output is practical – a scored, ranked map that tells a marketing and sales team exactly where to focus their efforts, and where to avoid wasting their budget.”
Shah Ghaffurian
Budget efficiency the key driver
Beyond prospecting, Magic says the tool enables smarter media planning across channels, including BVOD, YouTube, radio, display, and out-of-home.
“The Buyer Density Analysis Tool changes how marketers weigh and schedule activity. They’re able to clearly see areas of wasted media spend, poor market prioritisation and that invisible ‘white space’ where there’s underserved markets, untapped geographics or areas of genuine commercial opportunity that haven’t been activated,” Ghaffurian said.
“As businesses face increased budget scrutiny, efficiency becomes the foundation of sustainable growth, ensuring every media dollar delivers measurable business value. Whether you’re an established organisation or a company entering the market for the first time, this tool allows businesses to reach niche or hard-to-find audiences at scale.”