Should you exclude specific postcodes?

Yes, if those postcodes already showed clicks and no bookings, and the trip is not one your customer makes. Do not exclude them on day one by hunch, without a week of locations. Pull the locations report and mark it against real bookings. The postcode that spends and never shows up on the floor is the one that goes. A neighbouring sierra postcode is excluded, one that does send people up at the weekend, because on the map it “looks far”. The gap it was filling is lost. The exclusion list with the reason — spend without a booking — and the date to look again. It is not a permanent punishment of the postcode: it is a correction.