Transport & Logistics

The shape tilts toward Brand & Positioning (67.9) and away from Conversion Efficiency (60.8). That tilt tells you where the industry's marketing dollars have gone and where they haven't. The businesses that correct the tilt first will see outsized returns because they're fixing the constraint that's holding everything else back.

Dimension Breakdown

The Qantas distortion and what transport marketing really looks like

Transport and Logistics scores 63.1 composite, ranking around 48th of 77 industries. But this number comes with an asterisk. Qantas at 82 composite is one of the strongest single-company scores in any industry. It pulls the average up meaningfully. The typical logistics or freight company in this vertical scores closer to 55.

The Qantas outlier illustrates a broader pattern: consumer-facing transport companies (airlines, ride-share, passenger rail) invest heavily in marketing because they're competing for individual purchase decisions. B2B logistics companies (freight, warehousing, last-mile delivery) treat marketing as a support function at best.

Brand and Positioning at 67.9 is the strongest dimension, driven partly by Qantas but also by the inherent importance of reliability and trust in transport. When you're responsible for moving goods or people, your brand is your promise to deliver. The companies that communicate that promise consistently score higher.

Data and Tracking at 60.9 is weak but not surprising. Most logistics companies have exceptional operational data (route optimisation, delivery times, fleet management) but don't apply the same rigour to marketing measurement. The freight company that knows its average delivery time to the minute but can't tell you which marketing channel generates the best contract leads is the norm, not the exception.

The comparison to Commercial Real Estate (65.6) is useful. Both are B2B industries with long sales cycles and relationship-driven acquisition. Commercial real estate outperforms transport by 5 points despite similar structural challenges. The difference is that CRE firms have invested in brand and digital presence over the past decade. Most logistics companies haven't.

A 36.2-point spread between Qantas Airways and CouriersPlease. That's not one industry. That's two separate leagues operating under the same name. The leaders are playing chess. The challengers are still learning the rules.

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Cross-cut Transport & Logistics data by taxonomy, compare dimensions across sectors and see where this industry sits nationally.

Frequently Asked

Where does your business sit in this picture?

Transport & Logistics scores 63.1 on average. That's one number across 6 dimensions. Your number will be different, and the breakdown will tell you exactly where to invest and where to stop wasting money.