ATTACHMENT A_Digital Marketing Platform RFP Requirements matrix.xlsx
XLSX spreadsheet 20 KB Posted
- Attached to
- Digital Marketing Platform
- Solicitation number
- 95476721R0209
- Issued by
-
United States Holocaust Memorial Museum
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| File | Type | Posted |
|---|---|---|
| RFP FAR 52.212-3_52.212-5 attachment.pdf | ||
| RFP 95476721R0209 Digital Marketing Platform.pdf |
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Sheet1
| 5.1.1 Functional Requirements Matrix | Description | Out of the box | Customize | Road Map | External Application | Proposal page reference (s) |
| (1) Primary Requirements – Services, Capacity and Security | the proposed solution must include these functions: | |||||
| i. Processing capacity | Demonstrated capacity to deliver millions of emails per hour; external monitoring of email deliverability; backup and recovery servers for reliability and data security; load balancing servers to ensure quick response; high-capacity database with multiple servers; calculation processing on multiple independent servers for performance analysis and data management | |||||
| ii. Training and support | training and support that fully educates staff on the functionality of systems and tools, including database administration, user rights and privileges, security, campaign creation and execution, design, content management, reporting, analytics, data hygiene, and all other components of the system. Training should include digital on-demand support, as well as tech support/customer service capabilities with guaranteed response times. | |||||
| iii. Service level agreement | Guaranteed minimum uptimes and contingency plan during outages, with specified compensation for unplanned downtimes | |||||
| iv. Disaster recovery | Routine data backups, data replication and redundancy; a plan to mitigate against and recover from minor to serious security breaches, lapses in uptime, data loss, and all other manner of instability and loss | |||||
| v. Storage | Defined data capacity and storage limits with transparent predetermined options if/when expansion beyond contractual terms becomes necessary; co-location (within the continental United States, required) and redundant systems that ensure the security/reliability/integrity of all data | |||||
| vi. Security | Level I Payment Card Industry (PCI) compliance, as outlined by the PCI Security Standards Council; Personally Identifiable Information (PII) compliance, as outlined by the National Institute of Standards and Technology in the Guide to Protecting the Confidentiality of Personally Identifiable Information | |||||
| vii. Data structure | Ability to accommodate a variety of needs, from customized data collection and file storage to content customization and storage and dynamic data segmentation | |||||
| viii. Data transfer and synchronization | Highly flexible and secure API; automated file import, export and transfer (via FTP) to update, manipulate and analyze information using CSV or Excel formats; duplicate management and data standardization; allows data transfer operations to be launched by users or automated FTP processes; unlimited file size | |||||
| ix. Data management and integration | Organized and optimized constituent engagement and insight; allows for unified integration with other systems; should have API and offer integration solutions and support during time of conversion; management and integrations functions that are dynamic and customizable | |||||
| x. Innovation | Innovation plans that promise to enhance systems as new technologies become available also in a way that is minimally disruptive to internal and external users; ability/willingness to customize tool for optimal use by USHMM staff and surrogates | |||||
| (2) Primary Requirements – Functionality and Management | the proposed solution must include these functions: | |||||
| i. Permissions, user rights, privileges and administration | Sophisticated, intuitive systems and interfaces that protect sensitive organization and constituent data and that allow for assignment of appropriate and customized rights and privileges according to internal/external user roles and organizational security protocols | |||||
| ii. User interface | Highly intuitive, universally accessible cloud-based interface to all relevant data tables, including but not limited to constituent records, constituent flags/characteristics and other demographics; transactions and all associated attributes and characteristics (within PCI guidelines); constituent-level promotional history; source codes and relevant attributes; user groups; segmentation tools/functions; and the specific program functions outlined above and below; robust dashboard functionality customizable by each individual user | |||||
| iii. Workflows and business processes | Automation of processes that, when triggered by internal or external events, will help optimize lead generation and donor conversion; tools that are customizable based on USHMM business models | |||||
| iv. Reporting and data analytics | Intuitive custom and predefined reports and query tools (from selection and design to display, output and distribution) that illustrate program and campaign performance; constituent counts and behaviors by segment; dynamic metrics and reports of constituent engagement, health and value; provides easily accessed and delivered contact and impact analyses | |||||
| v. Web services and workflow | Standard web services that are easy to use in various formats: XML, Java, HTML, CSS; automated file transfer and import; configurable automated export of contact databases; data export by SMTP; configurable export of mailing results; web forms based on a processing logic (workflow); It is not envisioned that formal publishing workflow will be required to manage and maintain site content as given in the Editorial control requirement below. However, the CMS of the Digital Marketing Platform should have workflow capability should it be required on subsequent releases. | |||||
| vi. Responsive display | Allows for adjustment of content presentation based on viewer’s detected device | |||||
| vii. Contact/promotion management and history | Organized contact data for future segmentation and reporting purposes; retention of recorded history of all actions, events and performance indicators; statistics of completed email distribution, survey responses and website visits; consent and permissions for email distribution (flags/constituent preferences) | |||||
| viii. Email volume | Allowing for at least 1-10 million annually | |||||
| ix. Email message editing | User-friendly, sophisticated content/email editing tool that allows users of varying skills to add, edit, proof, update and publish content according to their role and skill levels | |||||
| x. Message/campaign validation and approval | Ability to create defined content/campaign validation and approval processes according to internal guidelines and user-defined criteria | |||||
| xi. Segmentation | Highly sophisticated tool that allows for the creation and management of refined constituent segments based on profile/contact fields, relational data, communication history, constituent actions, behaviors and other data points relevant to constituents’ person, behavior, geography, giving and other variables | |||||
| xii. Advanced testing functionality | In-application capacity to conceptualize, create, execute and easily evaluate constituent, segment, campaign, creative and other forms of testing to determine practices, content and strategies most and least effective at accomplishing stated goals | |||||
| xiii. A/B testing and multi-variant testing | Efficient targeting of one or many (random and/0r pre-defined) segments with varied content, imagery or treatments; perform tests based on geographical regions or demographics (gender, age group, affiliation); allows for scheduling dynamic auto-generated follow-ups trigged by a defined action or absence of an action | |||||
| xiv. Subscription management | Functionality that allows for custom-configured and defined constituent subscription services including terms, exceptions, selection, segmentation, suppression, activation and cancellation parameters | |||||
| xv. Implementation, integration, & conversion (as applicable) to new digital platform(s)/solution(s) within 90 days of award | As described in previous column | |||||
| (3) Primary Requirements - Information Security | the proposed solution must include these functions: | |||||
| i. Meets traffic security standards | The use of validated products that meets the federal or national standards (e.g., Federal Information Processing Standard 140-2) for Data, authentication, and session traffic security such as Secure Socket Layer (SSL) and Advanced Encryption Standard (AES- 256) Encryption. | |||||
| ii. Integration of log correlation w/ RBAC | Auditing and log correlation must be integrated with role based access control. | |||||
| iii. Compliance with FISMA and NIST guidelines | Compliance with Federal Information Security Management Act (FISMA) and NIST guidelines (such as NIST 800-144 Security and Privacy in Public Cloud) | |||||
| iv. Qualifying service environment | The service environment, including facility locations and applicable security requirements: |
(1) vendor data centers must be located in the continental United States.
(2) disclosure of any third party arrangements or nested cloud services (where a cloud provider may store Museum data on another cloud provider’s system)
(3) a prompt reporting requirement of breaches involving both information held for an organization and information held about an organization
v. Ability to provide:
(1) Policies, procedures, and standards, including vetting of staff and management of staff for vendor
(2) Process for assessing the cloud provider’s compliance with service level agreements, including audits and testing*
(3) Procedures, protections, and restrictions for commingling and handling of Museum sensitive data
(4) A mandatory site visit of cloud vendor by Museum Staff or Contractors*
(5) Annual SAS 70 Type II with emphasis on PII
| * (if applicable, subject to adoption of cloud-based solution) | As described in previous column | |
| vi. Museum retention of data ownership | USHMM must retain data ownership over all its data and the cloud or SaaS provider(s) shall be precluded from obtaining rights or licenses to use the data for its own purposes | |
| vii. Editorial control | USHMM will retain control over all of the site’s editorial content, which will be a mix of static and dynamic information. Specifically: USHMM will provide content for all static portions of the site (e.g., the 'About' page and footer text) and should be able to edit that content on an ad hoc basis without support from the awardee. | |
| viii. Isolation of tenant apps (if applicable, subject to adoption of cloud-based solution) | Isolation of tenant applications for non-federal data centers (to avoid botnets found in multitenant cloud solutions) which would include data encryption and segregation | |
| ix. Meets standards like FIPS, SSL, & AES | The use of validated products that meets the federal or national standards (e.g., Federal Information Processing Standard 140-2) for data, authentication, and session traffic security such as Secure Socket Layer (SSL) and Advanced Encryption Standard (AES- 256) encryption | |
| x. GUIs are Section 508 compliant | Graphical user interfaces (GUIs) must be compliant with Section 508 of the American with Disabilities Act as pertains to technical standards for web-based intranet, internet information and applications. | |
| xi. Auditing and log correlation capability | As described in previous column | |
| xii. Ability to maintain access control profiles | Ability to maintain access control profiles for basic rights and elevated rights | |
| (4) Secondary Requirements – Functionality and Management | the optimal solution will include these, while not required, highly desirable functions: | |
| i. Dynamic personalization | Allows for dynamic customization and insertion of multiple constituent attributes within campaigns, including auto-generated efforts such as e-newsletters, emails, triggered emails, tribute and memorial notices, and acknowledgments | |
| ii. Retargeting | Allows for intuitive auto-generated engagement based on predefined criteria; new campaigns launched from auto-generated lists | |
| iii. Message editing | Message editing tool/functions accommodate HTML users and non-HTML users | |
| iv. Planning and scheduling | In-application management of communication plans and schedules that are dynamic and customizable and accessible to internal/external users according to customizable user-defined privileges | |
| v. Content library | Centrally stores assets and makes available digital audio, clip art, fonts, images, photographs, video, text files and animation code for ease of access and use to internal users and vendors responsible for executing digital campaigns | |
| vi. Content management | An intuitive and easily administered set of processes and technologies that support the collection, management and publishing of information in any form or medium. The underlying content management system (CMS) employed in the Platform shall allow USHMM staff to create and modify content. Offerors should be aware that USHMM makes use of Expression Engine for the USHMM website [www.ushmm.org]. However, deployment of Expression Engine is not a requirement so long as the Platform facilitates deployment of exported HTML and/or output is hosted outside of the <ushmm.org> domain. | |
| (5) Tertiary Requirements – Functionality & Management | the optimal solution will include these, while not required, desirable functions: | |
| i. Social media integration and sharing | Allows for dynamic integration with social media platforms and effective tracking of existing and new constituents’ engagement; provides basic level of integration such as Facebook and Twitter wall publication, “Like” button insertion into outbound communications, associating/tracking user action/engagement with existing constituent records | |
| ii. Collaborative marketing | Delivers a suite of tools, functionality, access and shared constituent data available and accessible to multiple and diverse internal teams, most especially offline marketing, major donor, planned giving and other high-touch channels | |
| iii. Other value-add services: |
1. Email address validation
2. Postal code validation against database
3. IP address location identification
| 4. Sharing of connection information (e.g. Facebook, Twitter) | In the interest of building a high-value list, these services should be provided within the existing architecture or secured externally and integrated with another platform or vendor |
| ADD: API/INTEGRATION |
Functional Requirements Matrix
USHMM RFP-9531-15-R-0200 Page 20 of 22 Digital Marketing Platform
File details come from the government source that posted it. Updated .