Case Study: Open Universities Australia achieves 227% increase in online enrolments and reduced CPA with Marin Software

Open Universities Australia Optimizes ROI from Digital Marketing Activities

Open Universities Australia (OUA) is a Melbourne‑based online education provider offering over 180 courses and 1,700 units from more than 20 Australian universities and TAFEs. Faced with manual optimisation of roughly one million keywords across search engines and channels (plus monthly reporting that ate up 40 hours), the marketing team struggled with low visibility into campaign performance, high cost per acquisition (CPA) and limited ability to convert online activity into offline sales leads.

OUA partnered with Marin Software (with call‑tracking via Jet Interactive) to deploy a revenue‑based automated optimisation and unified reporting solution. The platform aligned cross‑channel data to OUA’s goals, cut monthly reporting from 40 hours to minutes, and enabled rapid, data‑driven campaign changes. Results included a 227% uplift in online enrolments and enquiry conversion rates, significantly lower CPA, and improved audience engagement and conversion tracking across online and offline channels.

Open Universities Australia