Turning that view into growth means finding the pockets that broad-stroke spending can’t see, and in Australia they’re both harder to find and worth more. A typical Australian retail media plan allocates its budget the way it always has: Across the range, across every retailer and every tentpole event on the calendar. The sales that actually compound are hiding in a handful of products, shoppers and moments that a channel-level report will never show. Thefirst article in this seriesargued that most brands cannot easily see performance differences across their retailers. Solve that, and a harder question arises: What do you do differently now that you can see?