BMR: A Data-Driven Digital Acceleration

Context

BMR is a group of over 275 retailers of building materials and hardware products across Quebec, Ontario, and the Maritimes. Recognized for its deep market expertise and highly specialized service, BMR holds a leading position in Canada's renovation and construction industry.

As its customers' purchasing journey becomes increasingly digital, BMR sought to accelerate its digital transformation to better leverage its data, optimize online campaign performance, and strengthen its web presence. The marketing team wanted to rely on more robust analytics tools and more consistent advertising tactics to make informed business decisions and maximize the return on its digital investments.

Mandate

BMR called on the Click & Mortar team — now part of Tink — to support its digital acceleration, combining advanced analytics and advertising performance. Our mission was to guide the organization in its business decisions by leveraging its data, while deploying digital campaigns aligned with clearly defined, measurable objectives.

This mandate brought together our expertise in Digital Marketing and Performance, as well as Data Science and Customer Intelligence, through a cross-departmental approach where data, performance, and creativity worked in synergy.

Objectives

• Improve the performance and scope of BMR's analytics ecosystem, particularly regarding its e-commerce visibility
• Redefine digital key performance indicators (KPIs) to align BMR's campaigns with consistent business objectives
• Enhance result tracking through advanced web tracking and customized dashboards
• Develop advertising tactics tailored to various stages of the purchase process
• Strengthen BMR's online positioning among its target audiences

Achievements

Data Analysis and Structuring

For the first phase of the project, we built a comprehensive picture of BMR's existing analytics ecosystem. Our web analytics experts analyzed the existing data to identify gaps in digital performance tracking, particularly regarding e-commerce. Based on these findings, we implemented advanced web tracking to capture key data at every stage of the customer journey.

At the same time, we designed customized dashboards tailored to BMR's e-commerce operations. These visualization tools give BMR's marketing team a clear, real-time view of its digital platform performance, thereby enabling more data-driven business decisions.

KPI Redefinition and Campaign Strategy

Building on the findings of the data analysis, we worked with BMR to redefine its digital key performance indicators (KPIs) to ensure that every campaign is aligned with precise, measurable business objectives.

This strategic review led to the development of a redesigned campaign structure, built to effectively engage customers at every stage of the purchase process, from brand awareness to conversion. We adapted advertising tactics to reach the right audiences, at the right time, with the right message.

Advertising Content Creation

Our creative teams worked closely with our data and performance specialists to produce advertising content directly informed by analytical insights. This approach resulted in relevant, performance-driven messaging, adapted to BMR's various audience segments.

A Multidisciplinary Team Effort

The strength of this project lies in the natural, efficient collaboration between our various areas of expertise. Data analysis and visualization, structured campaign implementation, and advertising content creation were all carried out in perfect alignment, creating a true digital synergy that supports BMR’s objectives.