The Atlas
The marketing map of corporate Australia
We have scored how every major Australian industry actually markets itself, across six dimensions. Find yours. See the spread. Learn where the money leaks.
Pick your industry to see it here and light it up on the map below. Aggregate and anonymised. Individual business names stay private.
The national picture, low to high
Click a bar to see the industries that score in that band.
Explore the map
Plot any two dimensions
Choose what goes on each axis and watch the market sort itself into quadrants. Each dot is an industry. Hover one to preview it, click to open the profile, or pick one to highlight.
Acquisition Performance →
B2B SaaS & Software sits above average on Retention & Loyalty and above average on Acquisition Performance. Swap the axes or pick another industry to highlight.
Browse by dimension
Look through one lens at a time
Who wins on acquisition? Who is asleep on data? Pick a dimension. See the five industries that lead it and the five that trail it.
The big picture
Six things the whole map tells us
Every number is computed from the live benchmark set. As the dataset grows, the patterns update themselves.
Gap
The leaders and the laggards are 25 points apart
B2B SaaS & Software tops the set. Immigration & Migration Services sits at the floor. Being the leader inside a weak industry beats being average in a strong one.
National weak spot
Data is the lowest dimension in 7 of every 10 industries
Data and tracking averages 58, well under brand at 64. The industries that fix measurement pull away quietly while the rest fly blind.
Pattern
10 industries keep customers and cannot find new ones
Where retention runs well above acquisition, the business is sticky but the pipeline is quiet.
Outlier
B2B SaaS & Software leads the market on conversion
The best operators turn traffic and enquiries into customers more efficiently than industries with far bigger budgets. The lesson travels.
Inheritance
Brand outscores data by 7 points nationally
Australian business is brand-rich and measurement-poor. Most of the upside sits in the plumbing, not the logo.
Self-locate
Most operators guess their position wrong
The number is rarely where people expect. The gap is usually acquisition or data. Get our take to see yours.
The insights engine
45 findings, computed live
Every leader, gap, outlier and pattern we can read from the benchmark set. Filter by the kind of finding. Tap any with a name to open the industry.
Pattern
25-point gap between best and worst
B2B SaaS & Software (75) and Immigration & Migration Services (49) sit at opposite ends of the composite spectrum, a 25-point gap that illustrates how unevenly Australian industries have invested in digital marketing.
Pattern
Cross-industry composite average: 64
Across all 70 industries, the mean composite score is 64 with a standard deviation of 4. Most industries cluster in the 60 to 68 range.
Pattern
Acquisition outpaces conversion in most industries
30 of 70 industries score higher on Acquisition than Conversion. The biggest gap is Agriculture & Agribusiness (6 points), suggesting traffic generation consistently outstrips conversion optimisation.
Showing 9 of 45 findings.
Browse by sector
By sector of the economy
Eleven sectors, ranked by Marketing Score. The mini shape shows where each one leans across the six dimensions.
Guess your score
Where would you land on the map?
Drag your own read on each of the six dimensions. We turn it into an estimated Marketing Score and show you where you would sit against the national field. Most operators guess wrong, and the gap is usually acquisition or data.
Stop reading the average
The Atlas shows the industry. We read your business.
The map tells you what your industry does. Get Our Take tells you what you do, where you leak and what to fix first.
Full directory
Industry marketing benchmarks. Australia and New Zealand.
Atlas covers 70 industries scored across six dimensions of marketing. Every score is built from hand-scored Australian and New Zealand businesses. Browse the full list below or open a profile to see how an industry stacks up, where it leads, and where the gaps are.
Every industry
Automotive (2 industries)
Education & Community (7 industries)
- Funeral Services & Memorial70 Strong
- Government & Public Sector Marketing67 Above average
- EdTech & Online Learning Platforms67 Above average
- Not-for-Profit & Charities66 Above average
- Independent & Private Schools63 Above average
- Childcare & Early Education61 Above average
- Private Education & Training (RTOs)57 Average
Financial Services (10 industries)
- Retail Banking & Neobanks71 Strong
- Superannuation & Wealth Management67 Above average
- Buy Now Pay Later & Consumer Fintech67 Above average
- Commercial Finance & Equipment Lending66 Above average
- Accounting & Financial Advisory66 Above average
- Health Insurance66 Above average
- Insurance — General (Home, Car, Business)65 Above average
- Mortgage Broking & Lending64 Above average
- CFD & Derivatives Broker63 Above average
- Insurance — Life & Income Protection60 Average
Food & Hospitality (7 industries)
Health & Wellbeing (9 industries)
- Pharmacy & Optical69 Above average
- Health & Fitness (Gyms, Studios, PT)63 Above average
- Veterinary Clinics63 Above average
- Aged Care & Disability Services (NDIS)60 Above average
- Beauty Salons & Hair60 Above average
- Allied Health & Private Practice59 Average
- Cosmetic & Aesthetics (Non-Surgical)59 Average
- Mental Health & Psychology58 Average
- Dental & Orthodontics58 Average
Primary & Industrial (4 industries)
Professional Services (7 industries)
- Photography & Videography67 Above average
- Legal Services — Personal (B2C)64 Above average
- Legal Services — Commercial (B2B)62 Above average
- Marketing & Creative Agencies62 Above average
- Engineering & Environmental Consulting61 Above average
- Recruitment & HR Consulting58 Average
- Immigration & Migration Services49 Developing
Property & Construction (6 industries)
Retail & Consumer (7 industries)
- Omnichannel & Bricks-and-Clicks Retail71 Strong
- Ecommerce — D2C Retail68 Above average
- Wine & Spirits Retail67 Above average
- Franchise Systems65 Above average
- Fashion & Apparel64 Above average
- Marketplace Sellers (Amazon AU, eBay, Catch)63 Above average
- Pet Industry (Vet Clinics, Pet Products, Services)60 Average
Technology (6 industries)
Trades & Home Services (5 industries)
Every business is hand-scored by NR operators against a fixed rubric across six dimensions: Digital Maturity, Acquisition Performance, Conversion Efficiency, Retention and Loyalty, Brand and Positioning, Data and Tracking. No automated scraping, no AI guesswork.
See how we score →