Turning Digital Channels into Growth Drivers
Manor Centres turned to Edana for strategic support. Management wanted reliable analysis to help them make informed decisions about their customer acquisition model via digital channels. A multi-disciplinary team of experts was set up in-house to carry out this mission. It carried out an in-depth audit of the brand’s various channels, and then formulated strategic and operational recommendations enabling Manor Centres to achieve their objectives.
A Data-Centric Approach
For an audit and strategy to be effective, it must be anchored on reliable data. After discussing the objectives with the client, our consultants defined the key performance indicators and data points to be studied, whether internal or external. The analysis methods were also selected in order to guarantee results that were consistent with the expressed needs.
- Data points
- End-to-end analytics
- KPI
A Precise Internal Analysis
Our experts built a state of the art, a clear and accurate picture of the state of the Manor Centers’ Instagram and Facebook channels. Various metrics were captured and studied. Audience structure, reach of posts and a multitude of other parameters were reviewed, providing the foundation for a proper audit and marketing strategy.
A Targeted External Analysis
The market was screened to determine relevant players to compare Manor Centers to, both locally and internationally. This external analysis allowed our team to aggregate data on the target audiences and the structure of the marketing strategies deployed by industry players on social media channels.
A Strategy and Solutions Adapted to the Objectives and the Market Reality
Based on the data collected and analyzed, our experts formulated recommandations and proposed strategic paths adapted to the objectives expressed by the management of the Manor Centers. Solutions taking into account the real context of the market and the communication trends and relational modes between the brands and their audiences. Different concrete solutions were discussed and strategic and operational recommandations were provided. Visuals were also produced to illustrate the marketing solutions and give a powerful direction to the brand’s image on social networks.
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