A mission that hits close to home.
When Darren Boyle became Director of Digital and Experience at RMIT University, he saw the opportunity to make a real difference. “I love the purpose of what RMIT stands for — educating students, fostering sustainability, and engaging communities,” he says.
RMIT, a global university of technology, design, and enterprise, serves more than 90,000 students from over 190 countries. With campuses in Australia and Vietnam, a research hub in Spain, and partnerships across the Asia Pacific, its reach is vast. But its ambition to deliver seamless, personalized experiences to the next generation of students was limited by legacy systems and siloed data.
RMIT has a well-deserved reputation as a digital leader and provides tech innovation access to students as an Adobe Creative Campus Innovator. But with student journeys stretching from Year 10 through to final enrollment and touchpoints like open days, brochures, and social channels remaining disconnected, the university needed a new foundation for digital engagement built on trust, speed, and scale.
By building a digital ecosystem that incorporates a first-party data approach and agentic AI tools, RMIT unified its data and connected its once-fragmented systems, gaining end-to-end visibility into how prospective students move from early interest to application to deciding to attend RMIT. Just as importantly, Adobe Real-Time CDP and Adobe Customer Journey Analytics gave the team a level of trust in the data — with deep visibility and insights into the student application process — that had never existed before.
