Finding success through education and engagement at all levels
RMIT assembled a modest team of developers and developed a step-by-step plan to reset the configurations and set up the Adobe stack following the best practise guidelines. The team knew that widespread adoption hinged on excitement about the products, so they created ‘quick-wins’ while focusing on their long-term goals. This created excitement within the team and showed how solutions like Adobe Target could help teams pinpoint how the Adobe stack could help to improve micro-engagement with the university audiences.
Next, the digital marketing team set up a customised training for different RMIT teams. The training was a hit, with more than 175 end-users across the university completing the training. As more teams got involved, they started running showcases for teams as well as executives aimed at highlighting what teams were doing and how they were using data to better interact with prospects and other audiences, which helped re-establish trust and interest in Adobe solutions.
The team’s accomplishments didn’t go unnoticed. “We were very excited that one of the team was shortlisted as a top three global finalist for the Adobe Experience Maker Awards for RMIT’s market-leading Adobe implementation, showcasing that we are starting to get it right,” says Mehta.
Today, website visitors get a personalised experience starting at their first contact with RMIT’s site. For example, if a prospective student is looking into the university’s civil engineering programme, that information is captured by Adobe Analytics. This data feeds into Adobe Audience Manager, which puts that student into a group targeting engineering student prospects. The next time that person visits the website, Adobe Target may serve up information inviting the student to browse engineering courses.
The university may also use Marketo Engage to send that person an invitation to attend events focused on showcasing what the civil engineering programme has to offer. “All of this data helps us to make sure that each website visitor gets the right message from RMIT,” said Mehta. “Because prospective students are much more interested in the targeted information we send them, we boosted click-through rates by up to 30%.”