Updated: Uni of Sydney to rollout Adobe Marketing Cloud

Educational institution says the new digital content management, analytics and targeting capabilities will better personalise interactions with students, staff and alumni

The University of Sydney is rolling out Adobe’s Marketing Cloud platform in a bid to ramp up its digital interactions with prospective and current students, staff and alumni.

The education institution has purchased Adobe’s Experience Management, Target and Analytics products to manage its Web content and digital assets and is also giving 7500 students and staff access to Adobe’s Creative Cloud offering.

In a statement, University of Sydney director of marketing and communications, Marian Theobald, said Adobe was selected after conducting an evaluation process for its robustness, agility and multi-device functionality. The university is currently using Teamsite for its CMS, with digital assets on shared drives.

“Our website is now as fundamental to our operations as our lecture theatres and laboratories,” she commented. “If we are to continuously develop a website that is both engaging and usable for our wide range of stakeholders, we need a CMS that is robust, flexible and clever.”

Given the size of the website, Theobald told CMO that Uni of Sydney is taking a phased approach to rolling out the Adobe stack. The evaluation and procurement process was jointly led by marketing and communications and ICT, and university staff from several other faculties and professional service units also participated in the process.

"The program will have quarterly releases starting from December 2014, and we are scheduled to complete the rollout by the end of 2016," she said.

In the first phase of the rollout, analytics will mainly be used to support evidence-based decision making. Theobald did, however, flag plans to use Analytics and Test/Target to deliver a personalised experience to the user.

"We are particularly interested in being able to deliver a more personalised experience for international students looking for specific information on the website," she said.

The university sectors as a whole is facing significant digital disruption with the rise of competitive online learning providers as well as massive open online courses (MOOCs), which are often offered at no charge. The University of Sydney’s IT director, Mat Myers, said the Adobe platform rollout strongly supports its ongoing efforts to be a digitally savvy institution.

“Our move to Adobe Marketing Cloud strongly aligns with the University’s digital strategy to facilitate a connected and more engaged university community through the introduction of leading edge technology and services,” he said.

Theobald said success metrics include increased stakeholder satisfaction as a result of a more usable website and a reduction in the time needed to make changes; better availability and performance of both the website and the content management system; and the development of a website that meets the University’s Web strategy principles of being governable, rewarding, engaging and usable.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in