Research_Competitive_Tool_SOW.pdf

Research Competitive Tool

SOW

1.0 Purpose

The United States Agency for Global Media (USAGM) is seeking a single comprehensive web competitive intelligence analytics tool that can analyze and benchmark across wide range of geographies and platforms. The tool should provide competitive intelligence across industry and main competitors on all platforms. The tool sought shall enable a deep insight & provide actionable reports, important metrics, market analysis trends, and customizable dashboards to stakeholders. The tool must aid USAGM to understand performance of a site across desktop, mobile, Apps and benchmark against competitors, traffic channels and countries.

The business intelligence tool should help USAGM find and analyze insights into what USAGM could be doing to boost the credibility of our site, reach and engagement, as well as crank up digital marketing strategy in the right direction.

2.0 Scope

USAGM has a growing web & social media footprint across five media networks which include hundreds of web & social media pages targeting audiences globally. This includes the following delivery platforms, all of which must be supported by the research analytics tool:

• 100+ public facing news websites in 59 languages

• 300+ public facing social media pages using diverse platforms in 59 languages

• This online competitive intelligence platform should be able to bring necessary insights to get in-depth analytics on USAGM competitors’ web traffic to help USAGM understand the strategies and tactics behind competitors marketing campaigns as well as their on-site performance & brand promotion.

• The tool should help USAGM users not only to understand their own insight but understand the traffic sources that are enhancing traffic to theirs as well as competitors website.

• The software features a design and UI that is user friendly and clean.

• Able to Optimize Web for mobile devices by benchmarking against competitors, for e.g. mobile friendly content, optimize marketing ads for mobile.

3.0 Performance Requirements

This Statement of Work presents the end goal of the USAGM to have in place an enterprise web impact and research analytics tool to:

3.0.1 Measure the performance of USAGM’s and competitors web pages,

3.0.2 Provide accurate reports on usage of competitors’ web presence and insight

3.0.3 Roll-up and breakout reporting information to serve the needs of the stakeholders throughout the USAGM,

3.0.4 Integrate with 3rd party data services

3.0.5 Integrate with other delivery channel metrics via API to port competitors’ web traffic into Microsoft Power BI,

3.0.6 Service level agreement for uptime and technical support to include implementation support and training.

3.0.7 Reports must be available not only for USAGM entities but competitors and platform across devices and shall be available through the lifetime of the contract.

3.1 Tool Requirements

USAGM is comprised of five broadcast networks VOA/RFE/RFA/MBN/OCB and the competitive intelligence tool should be able to:

3.1.1 Establish a single, robust, commercially available software as a service for USAGM’s five broadcasting networks

3.1.2 Collect, analyze, report on usage information available across all USAGM &

Competitor pages.

3.1.3 Provide analytics and support to all USAGM broadcasting networks.

3.1.4 The tool should be able to categorize top competitors, traffic sources, market rank, competitors traffic monitoring, effective channels, keyword research.

3.1.5 The tool should be able analyze and at the minimum provide the following:

• Users can see traffic sources that are enhancing traffic to their website.

• Users of the software can conduct basic website analytics such as traffic sharing, monitoring total visits.

• Users of the platform can use it in estimating the traffic to their competitors’ website accurately. This gives USAGM a real assessment of the competition in the market.

• The software features a unique UX that users can navigate through easily.

• It provides mobile application market ranks based on category and country.

• It enables users to see traffic share based on channels.

• Easy to monitor competitors traffic across globe.

• Users get access to traffic shared on each channel so they can determine which channel is effective depending on traffic generated and those that need to be reconsidered.

• The tool should also provide the Geography location that inform where the traffic is coming from, rank the top web & social networks according to the quantity of traffic they send to the site so USAGM can benchmark and opt-in best practices.

• Global and country level data

• Desktop vs mobile web split analysis

• Mobile app engagements

• Popular pages

• Keyword analysis

• The research analytics software should bring together a number of different internal and external Apps, API’s and integrations to make it one-stop shop for Research.

3.1.6 Competitor Benchmarking.

Understanding how to measure against competition is crucial for any business.

The competitive analytics tool should enable USAGM to:

• Compare web traffic of competing sites,

• Help us understand their respective share of voice, traffic growth – both at a website or subdomain level (comparing all their traffic) and for each specific traffic sources to identify peaks related to specific campaigns (i.e. a seasonal display, search or email campaign).

3.1.7 Geographic Breakdown

For USAGM a global company, it’s always a challenge to identify the new markets with the biggest potential. USAGM is looking for a tool that provides a full breakdown of web traffic by country and show:

• The fastest rising countries

• How engagement levels vary between them.

3.1.8 Referrals

• The competitive tool should show USAGM the top referring sites and all the referring domains so the USAGM can determine the most valuable partnerships our competitors are building with affiliates, bloggers, journalists or other websites.

• The tool should also be able to see inbound and outbound links to/from any site so you can not only find new affiliates and partners but also see how USAGM stacks up to competitors on affiliate sites, for example: are they sending more traffic to our competitors?

3.1.9 Search

The tool should enable USAGM to segment keyword results by search engine, paid keywords, organic keywords, non-branded keywords, grouped keywords and more.

3.9.10 Social

• The tool should break down web traffic coming from each social network to understand where the social strengths of your competitors lie.

• USAGM should also be able to dig deeper into the most influential interactions on each social network which are fueling the buzz and bringing more visitors to a site.

3.9.11 Display Advertising Insights

So USAGM will be able to discover the best performing ad networks, publishers and creative work to improve display campaigns, the tool should discover all the display advertising secrets for a website such as:

• Provide the full list of publishers who are sending advertising traffic,

• What ads networks are using to deliver their campaigns

• Review not just campaigns but also their latest image ads, text ads and flash ads

3.9.12 Popular Pages

This tool should give the USAGM the ability to:

• Analyze the most popular pages and folders on competitor websites in comparison to USAGM web pages.

• Unveil competitor’s best-selling products, categories and top performing landing pages and gain insight into the conversion funnel of other websites that will help USAGM to improve on its own conversion KPI’s.

4.0 Reporting and Data Collection Requirements

USAGM requires commercially available software-as-service analytics tool to collect usage information about USAGM web and social media pages in 59 languages, the tool should automatically analyze collected data, display reports, customize reports (see Dashboard components in Appendix A on profile pages & metrics req), and dashboards of data on top industry competitors and allow export and e-mail delivery of these reports.

• All detailed reported data must be updated frequently.

• Standard, commercially available reports/metrics must display report information in dashboards comprised of static and interactive charts, tables, and graphs.

At the USAGM each network is comprised of multiple web and social media pages and channels, writers and editors and analytics personal for each of the 100+ web properties and 300+ social media pages shall automatically generate reports on top competitors, rank, reach, reactions, and engagement on a basis as defined by the user.

Users shall have the ability to create a report on demand that:

4.1 Advanced users must be able to create ad hoc reports of any subset or segment of data over any time frame.

4.2 Provides data on competitor web traffic, rank, engagement and people reach across networks and competitors.

4.3 These reports shall be dynamically generated for each user via user interface, and exported data shall be available for the duration of the contract.

4.4 Reports shall be downloadable into Excel, CSV or PDF format.

4.5 User shall be able to configure scheduled delivery of reports via e-mail.

4.6 USAGM requires global rollup reporting that allows the agency-wide analysts to examine multi-page usage of not only USAGM’s network but competitor’s pages to:

• Compare USAGM profile pages across the agency & competitors, and

• Create dashboards across all USAGM pages for analysis.

4.7 The research analytics tool must be able to collect and display page information (page title, keyword searched, etc.) in UTF-8 compliant fonts, particularly those used by the USAGM’s 59 languages.

4.8 Data collection must be consistent and offeror must provide a method for determining that the data collection is correctly configured and verify that the correct data is being gathered.

4.9 It is highly desirable that raw data collected by data analytics is available for a rolling time period during which the Offeror may be required to re-analyze the data.

4.10 Reported data shall be available via a reporting interface and API for the lifetime of the contract.

4.11 Report data shall be made available in UI and via API where possible.

4.12 The USAGM shall have a regular transfer of raw data via ftp for backup and have programmatic access to all the reported data via API.

4.13 The raw data collected shall be made available for inspection by USAGM at its request.

4.14 All reported data shall only be used in the performance of this contract and shall not be sold, licensed, or otherwise transferred to another party.

4.15 Underlying data shall be destroyed at the conclusion of this contract and written confirmation of its destruction shall be provided.

4.16 Reported data shall be delivered to the USAGM at the conclusion of the contract.

5.0 Access & Training.

USAGM must have the ability to grant user’s access to Research Analytics tool & reports on all internal and external pages and assign read-only and administrative abilities for any given report or dashboard. The training should focus on:

5.1 Understand the capabilities and limitations of Research Analytics tool.

5.2 Gain an overview of analytics functionality and reports

5.3 Identify the main reports that will add value to USAGM business

5.4 Learn how to create basic custom reports and dashboards

5.6 Better understand the competitor’s audience and how they behave & engage on different networks & platforms.

5.7 Online support should be available 24 X 7 - 365 days.

5.8 Technical implementation training & documentation.

5.9 On demand online training resources.

5.10 Advance user training if needed.

6.0 Technical and SLA Requirements

The USAGM requires a commercially available software service, Offeror-hosted research media analytics tool with a service level agreement for:

6.1 Uptime of the tool and uptime of data collection,

6.2 Non-emergency technical support

6.3 Crisis technical support.

6.4 All updates to the tool and new versions of the tool must be provided free of charge to the

USAGM for the lifetime of the contract.

6.5 The research analytics tool and its data collection must be GDPR compliant and in compliance with all personal information security legislation and regulations.

6.6 The SLA shall include a single point of contact with experience implementing and optimizing research tool for news & content based web & social media pages for organizations of similar scale to the USAGM to provide tool specific expertise, support, and consultation during the implementation and tagging if required.

7.0 Deliverables

Offeror shall provide commercially available vendor hosted software analytics tool that meet the requirements, including but not limited to the following functionalities and services:

7.1 Data Collection- A research analytics tool that collects data from views of and actions taken on all USAGM web and social media properties across different platforms and devices. Offerors shall also provide a method for verifying the completeness of data collected

7.2 Data Analysis- Research Analytics tool that can analyze data collected into standard and customizable metrics and dimensions (see Appendix for complete list of desired metrics and dimensions).

7.3 Data Reporting and Data Presentation- An analytics tool that presents standard research metrics in user friendly and easy to understand reports and visualizations to include text, tables, charts, graphs, and interactive graphs that can be viewed online, exported to a file, and e-mailed.

7.4 Data Services- Access to data through UI of analytics tool and through an application programming interface (API) to allow the USAGM to access data and to integrate data with third party services like Tableau or Power BI.

7.5 User Administration- User administration and ability to manage permissions and roles for unlimited USAGM users to include access to specific page data, specific dashboards and reports, and specific network or platform. To assign at a minimum, and administrator and end user (read only) permissions to each user for each page tracked and each rolled up reporting unit.

7.6 Implementation Support and Training- Training on implementation, configuration, and use of the tool and initial implementation support to ensure complete and correct set up of the digital tool.

7.7 Documentation and On-Demand Training- Complete documentation and knowledge base on administration, setup, implementation and API for USAGM technical users. Web base on demand training and help for USAGM users

7.8 Point of Contact for Implementation Setup- A primary point of contact for account management and customer service, participation in a kickoff meeting, and weekly status meetings with the USAGM during the set up and implementation of the tool if needed.

7.9 Service Level Agreement- A service level agreement that meets all the technical requirements described in this document to include tool uptime, data collection uptime, technical support, and crisis technical support.

7.0 Period of Performance

The Period of Performance for this Statement of Work is One Year from the start date of the order.

Appendix A

Plan for Configuration. (Including implementation across networks and devices, setup, custom reports, and dashboard components)

1.0 Data Metrics Requirement

Research Analytics should be able to measure:

1.1 Website Analysis.

• Traffic & engagement metrics.

• SEO & PPC Keywords.

• Audience Interest.

• Traffic Sources.

• Popular Pages.

1.2 Industry Analysis.

• Traffic & engagement metrics.

• SEO & PPC.

• Industry Leaders.

1.3 App Analysis.

• Reach & Engagement.

• Audience Interests.

• Retention.

• Google Play keyword analysis.

2.0 Custom reports.

USAGM should be able to run after running a report, you can customize the report to view and analyze the data according to your needs. You can filter report data, change how data is presented graphically, change date granularity, and so on.

3.0 Dashboard sharing & editing capabilities.

USAGM should be able to set a dashboard as landing page, share dashboards with other users, and schedule them for delivery.

Edit Dashboards Apply different filter/platforms/networks to the report Change a reporting date

Name a dashboard View a dashboard archive Set the dashboard as a landing page Download a dashboard Print a dashboard Save a dashboard

4.0 Manage shared & download dashboards:

Option View Archive Download Dashboard’s in Excel and Pdf format.

Share Dashboards Copy Dashboards Unshare

Appendix B USAGM Broadcasting Languages.

The USAGM broadcast entities produce content in 59 languages that we need to track in this analytics tool. The list of languages follows.

1.0 Global

English Special English

2.0 Africa

Afaan Oromoo Amharic Bambara French to Africa Hausa Kinyarwanda Kirundi Ndebele Portuguese to Africa Shona Somali Songhai Swahili Tigrigna

3.0 Central Asia

Kazakh Kyrgyz Tajik Turkmen Uzbek

4.0 East Asia

Burmese Cantonese Indonesian Khmer Korean Lao Mandarin Thai Tibetan Uyghur Vietnamese

5.0 Eastern/ Central Europe

Albanian Bosnian Croatian Greek Macedonian Montenegrin Romanian Serbian

6.0 Eurasia

Armenian Avar Azerbaijani Bashkir Belarusian Chechen Circassian Crimean Tatar Georgian Russian Tatar Ukrainian

7.0 Latin America

Creole Spanish Middle East/ North Africa Arabic Kurdish Turkish

8.0 South Asia

Bangla Dari Pashto Persian