This case study details how global education company Berlitz partnered with comScore’s Digital Analytix team, leveraging its granular data collection and e-commerce module.
Berlitz has seen the growing need to adapt to a general migration to online product research and e-commerce in order to compete and expand its business. The company also plans to continue to develop new products that help extend its brand and global reach. Given the fast pace of the language business, Berlitz Europe originally partnered with comScore’s Digital Analytix (then Nedstat) in 2006, and has been a client since that time. Some stakeholders at Berlitz originally believed that Digital Analytix might be a more robust web analytics solution than the company needed. However, over the years the best-in-class data collection and extraction and extensive features and functionality of Digital Analytix have proven to be a key business driver for Berlitz.
Berlitz has seen the traffic to its web properties grow considerably over the past 10 years, and wanted to figure out a way to leverage that growth to boost sales. Unfortunately the company’s face-to-face language instruction programs weren’t an ideal fit for an e-commerce approach due to their complexity. Strategy
At the same time it was seeing the growth in web traffic, the Berlitz online marketing team had identified the new Kids Camp product line as a candidate for strong growth. In the Kids Camp programs, which were very popular in Germany, kids and teens attend a one to two week overnight camp with a focus on English language tuition and immersion. The camps also include leisure activities such as sports, painting, and dancing to provide the full experience. The Berlitz team saw the ecommerce model as a potential way to expand these programs into new markets while simultaneously improving margins. Applying e-commerce insights to grow the programme: The Berlitz online marketing team knew that in order to make the Kids Camp expansion successful, they would need to have full insight into their online conversion funnel. In 2008, the team implemented the Digital Analytix e-commerce module to efficiently migrate and optimise its online business transactions for the German programmes.
The incorporation of e-commerce techniques and the associated analysis was ground-breaking in the language education space, and Berlitz was a first mover in providing this functionality to its customers. Berlitz was able to add new products on the fly and adjust its analysis in real time, a feature that only Digital Analytix can provide. The Digital Analytix e-commerce module
The Digital Analytix e-commerce module gave Berlitz direct insights into the performance of its online business. It offers 50 e-commerce-focused report items that display key performance indicators and trends in online sales. Berlitz gets direct access to data on its most popular brands, number of orders and order value. It can analyse these channels at a product, brand, product group and shop level. Brand and marketing managers can monitor the sales and efficacy of marketing efforts at the ROI level to determine which campaigns drive the highest number of orders and highest margin per order. They can segment by search engine or keyword to understand which search behaviour generates the most revenue for their site. The Berlitz marketing team can also prioritise its campaigns so that investments align with the channels that are generating the highest return on investment. Results
The implementation of an online purchase option and usage of the Digital Analytix ecommerce module has been a considerable success for Berlitz. While only approximately 8% of Kids Camp sales were conducted via ecommerce in the launch year of 2008, the online sales share has increased rapidly. In 2011, 60% of Kids Camp sales transactions were conducted online. In addition, the team has seen a 60% reduction in average handle time per order from 15 minutes to six minutes. The team has expanded the e-commerce approach to 23 countries in Europe and has identified several new product opportunities due to the data available in the Digital Analytix e-commerce module. Digital Analytix e-commerce reports have become a key communication vehicle for the Berlitz team, and are regularly reviewed with the country managers.