In 2018, Swinburne University (SUT) set an ambitious goal to achieve personalised experiences by 2020 over a four-year period, engaging us in an initial phase to:
- Complete an Adobe Analytics implementation across all of Swinburne’s remaining digital properties (using Dynamic Tag Manager)
- Roll out Adobe Target and Audience Manager across their new Adobe Experience Manager powered web properties within six months.
After the successful delivery of this first phase, a need was identified for the University to activate and leverage its valuable customer data within Adobe Audience Manager, its Data Management Platform (DMP), whilst managing compliance with respect to Personally Identifiable Information (PII) and general data handling best practice.
The University wanted to:
- Identify a Unique Identifier for all customers across all data sets
- Unify online and offline data across multiple systems/complex data sets, managed by multiple stakeholders.