Draft-PWS-PANMCC25P0000 027352 FY26 Data Eng and Analytic Support15Sep25.pdf

PERFORMANCE WORK STATEMENT (PWS)

Army Marketing Enterprise Office (AEMO) Data Engineering & Analytics Support 15 July 2025

Part 1

General Information

1. General: This is a non-personal service(s) contract for Data Engineering & Analytics Support. As such the Government shall not exercise any supervision or control over the contract service providers performing the services herein. All personnel engaged in performing the services under this contract (direct labor, subcontracted labor, material suppliers, etc.) shall be accountable solely to the Contractor who, in turn is responsible to the Government.

1.1 Description of Services/Introduction: This Performance Work Statement (PWS) outlines the Contractor's responsibilities to provide comprehensive analytical support, enabling enhanced insight into marketing event performance across national, local, and virtual domains. The support provided under this contract will enable the development of a common operating picture, designed to swiftly gauge the impact of marketing initiatives, influence strategic decision-making, and substantiate the allocation of resources within various command structures. The objective is to afford the U.S. Army Recruiting Command (USAREC) and the Army Enterprise Marketing Office (AEMO) with actionable data on the impact and efficiency of their marketing initiatives, thereby optimizing resource allocation. To this end, the contractor is required to station two (2) full-time professionals to AEMO to facilitate these critical functions.

1.2 Background: This solicitation builds upon a foundation of analytical and technical support services that have been crucial for the strategic marketing initiatives of the U.S. Army Recruiting Command (USAREC) and the Army Enterprise Marketing Office (AEMO). Integrating state-of-the-art data analysis and reporting frameworks, these services have underpinned the development of comprehensive marketing strategies that target both national and nuanced local landscapes. As these efforts continue to evolve, this procurement aims to enhance sophisticated data analysis and visualization capabilities to fortify recruitment marketing efforts, inform decision-making, and maximize resource efficacy. This continuation and expansion of services will be facilitated through the acquisition of contractor support, leveraging specialized expertise in big data analytics and marketing intelligence to maintain the momentum of successful accession and marketing programs.

In the dynamic and rapidly evolving domain of military recruitment, the U.S. Army Enterprise Marketing Office (AEMO) plays a pivotal role in orchestrating and executing impactful marketing strategies. Centralized in Chicago, IL, AEMO functions as a hub of marketing intelligence and operations, tasked with the paramount responsibility of attracting and engaging potential recruits through multifaceted marketing campaigns. To bolster AEMO's capabilities, the Contractor will provide a duo of full-time, adept personnel to bolster the analytical endeavors of the U.S. Army Recruiting Command (USAREC) and the Army Enterprise Marketing Office (AEMO).

The vital support rendered by this contract is multifaceted, aiming to provide comprehensive insights into marketing events across national, local, and even virtual landscapes. These insights are not merely collected but are synthesized into an actionable common operating picture, enhancing decision-making processes on resource allocation and strategic planning. This information becomes instrumental during pivotal events such as the Quarterly Business Review and Fusion processes, which are integral to the USAREC's operational cadence at Headquarters, Brigade, and Battalion echelons.

The expertise contributed by the contractor's personnel will extend to refining the Army’s marketing data ecosystem, facilitating market segmentation by demographic and type, event response tracking, and correlating actual results with intended outcomes. This meticulous analysis will contribute to the development and implementation of predictive marketing analytics, steering future marketing efforts and resource allocations in the most effective directions.

The envisioned outcome of this support is the cultivation of robust data structures within Army systems like EMMS and Army Vantage, capable of not only storing but also intelligently processing market-event-results data.

By accomplishing this, AEMO aims to aid in establishing data standards that will underpin the integration of marketing analytics across the enterprise, synergizing local efforts, and expansive campaigns, whether they manifest through traditional advertising channels or the ever-pervasive domain of social media.

This contract is underpinned by a recognition of the inherent complexities and the evolving challenges of recruiting in today's world. The contracted personnel will employ advanced analytical techniques, echoing the rigorous and systematic approaches exemplified by MDA's systems engineering "V" model. With this initiative, AEMO will contribute to the U.S. Army's overarching goal of aligning and optimizing marketing endeavors, thereby empowering USAREC to meet the formidable challenges of modern recruiting head-on.

1.3 Scope: The Contractor shall provide non-personal service(s). The scope of this contract encompasses the provision of dedicated data engineering and analytics support services to the U.S. Army Recruiting Command (USAREC) and the Army Enterprise Marketing Office (AEMO). Specifically, the Contractor is required to allocate two (2) full-time professionals to AEMO headquarters in Chicago, IL. These professionals will undertake a comprehensive range of analytical tasks, with the overarching goal of bolstering USAREC's recruitment strategies and AEMO's marketing initiatives, thereby enhancing the overall efficacy and coherence of the Army's marketing and recruitment efforts.

1.4 Period of Performance: The period of performance including all options is 28 May 2026 – 27 May 2031, with an option to extend services for six months until Nov 2031.

1.5 General Information

1.5.1 Quality Control Plan (QCP): The Contractor shall develop and maintain a QCP to ensure services are performed in accordance with (IAW) this PWS. The Contractor shall develop and implement procedures to identify, prevent, and ensure non-recurrence of defective services. The Contractor's QCP is the means by which it assures that the work provided complies with the requirements of the contract.

1.5.1.2 The Quality Control Plan shall address as a minimum:

1.5.1.2.1 Inspection Program: Included shall be a quality control inspection program covering all general and specific tasks included in the contract scope of work. It shall specify tasks or areas to be inspected on a scheduled or unscheduled basis, the manner in which inspections are to be conducted, the titles of the individuals who will perform the inspections, and the percentage of the work that will be inspected on a recurring basis. In developing this inspection program, the Contractor shall identify the key activities and associated characteristics in each process that have a significant influence on specific services and provide for methods for evaluation of the selected characteristics.

1.5.1.2.2 Deficiency Identification: The QCP shall include a method of identifying deficiencies in the quality of services performed before the level of performance becomes unacceptable as defined in the PRS. This shall contain processes for corrective action without dependence upon Government direction.

1.5.1.2.3 Deficiency Correction: The program shall contain process control and process performance measurement procedures that shall include how the Contractor shall implement preventive corrective actions. The Contractor shall demonstrate that it has designed quality into the delivery of services thereby mitigating the risk(s) associated with delivery of deficient or nonconforming services.

1.5.1.2.4 Documentation and Enforcement: The QCP shall include a method of documenting and enforcing quality control operations of both prime contractor and subcontractor work; including inspection and testing.

1.5.1.2.5 Trend Analysis: The QCP shall include a method of performing trend analysis and assessments through the use of metrics.

1.5.1.2.6 Surveillance Methods: The QCP shall contain specific surveillance techniques for all contract services.

The surveillance methods shall be comprehensive and adaptable to the reporting system of the plan.

1.5.1.3 The Contractor shall inform the COR of issues or potential issues that might affect the performance within 24 hours of identifying those issues. Verbal reports shall be followed up by written reports within 7 work days.

1.5.2 Quality Assurance: The Government will evaluate the Contractor’s performance under this contract in accordance with the Quality Assurance Surveillance Plan (QASP). This plan is primarily focused on what the Government must do to ensure that the Contractor has performed in accordance with the performance standards.

It defines how the performance standards will be applied, the frequency of surveillance, and the acceptable quality levels (performance thresholds).

1.5.3 Recognized Holidays: The following provides information on recognized holidays for the purpose of the PWS. If submittal of any documentation (e.g. deliverables, submittals, etc.) deadlines fall on a holiday, the closest work day prior to the holiday will apply as the deadline for submittal.

1.5.3.1 Federal Holidays: Contractors shall not be required to provide on-site support services on Federal Holidays or when Executive Departments and Agencies of the Federal Government are closed by Executive Order by the power invested in the President of the United States of America. When a Federal holiday occurs on a Saturday or a Sunday, the holiday is observed on the preceding Friday or following Monday, respectively. The following days in each calendar year are identified as Federal Holidays:

New Year’s Day January 1st M. L. King Memorial Day 3rd Monday in January Presidents Day 3rd Monday in February Memorial Day last Monday in May Juneteenth 19 June Independence Day July 4th Labor Day 1st Monday in September Columbus Day 2nd Monday in October Veteran’s Day November 11th Thanksgiving Day 4th Thursday in November Christmas Day December 25th

The Department of Labor (DOL) wage determinations applicable to this TO may require additional holidays than those stated above. The contractor is responsible for complying with wage determination requirements and all other appropriate DOL laws and regulations.

1.5.4 Operating Hours: The Government facility office hours, facility operating hours, and the Contractor support hour requirements often coincide, however, they may differ. Please refer to the following.

1.5.4.1 Government Facility Office Hours: The Government facility office hours are 0600-1800 except U.S.

Holidays identified in paragraph 1.5.3.1 above or when the Government facility is closed due to local or national emergencies, administrative closings, or similar Government directed facility closings.

1.5.4.2 Contractor Support Hours: The contractor shall be responsible for conducting business between the hours of 8:30 a.m. and 5:00 p.m. Monday thru Friday except federal holidays or when the government facility is closed due to local or national emergencies, administrative closings, or similar government directed facility closings. The contractor shall at all times maintain an adequate workforce for the uninterrupted performance of all tasks defined within this PWS when the government facility is not closed for the above reasons.

1.5.5 Place of Performance: The work to be performed under this contract will be performed either at the Army Enterprise Marketing Office (AEMO) in Chicago, IL. Currently located at 11 W. Quincy Ct, Suite 310, Chicago, IL 60604 or remotely as required.

1.5.8 Government Personnel

1.5.8.1 Contracting Officer’s (KO’s) Authority: The KO is the only person authorized to direct changes in any requirements under this Contractor. In the event that the contractor effects any change at the direction of any person other than the Contractor, the change will be considered to have been made without authority and solely at the risk of the contractor.

1.5.8.2 Contracting Officer’s Representative (COR): At a minimum, one COR will be identified by separate letter.

The KO will appoint a COR that will be collocated with the on site personnel (Army Enterprise Marketing Office, Chicago, IL). COR/s monitor all technical aspects of the TO and assist in TO administration.

1.5.8.3 Contracting Officer’s Representative: The COR is the government’s technical expert and will be appointed by the Contracting Officer and is authorized to perform the functions as identified in the appointment letter. These functions may include: perform or cause to be performed inspections necessary in connection with contract performance and verify that the contractor has corrected all deficiencies; monitor contractor's performance and notify the contracting officer and contractor of any deficiencies; coordinate availability of government furnished property; and provide site entry for contractor personnel. The COR is not authorized to change any of the terms and conditions of the Contract.

1.6 Security Requirements: The following information is provided on security related matters.

1.6.1 Non-Disclosure Requirements: Performance under this contract may require the Contractor to access data and information proprietary to a Government agency, another Government Contractor, or of such nature that its dissemination or use other than as specified in this work statement would be averse to the interests of the Government or others. Neither the Contractor, nor Contractor personnel, shall divulge, nor release data or information developed, or obtained under performance of this work statement, except to authorize Government personnel or upon written approval of the KO. The Contractor shall not use, disclose, or reproduce proprietary data, which bears a restrictive legend, other than as specified in this PWS. All documentation showing individual names or other personal information shall apply and shall be controlled and protected under the provisions of the Privacy Act of 1974, Public Law 93-579, 5 United States Code (U.S.C.) Section 552a.

1.6.1.1 Non-Disclosure Statements: The Contractor shall provide signed non-disclosure agreements to the Government prior to commencement of work under the contract. Disclosure of information by Contractor personnel may result in Contractor personnel removal from performance of duties under this contract.

1.6.2 Installation Access: The Army Enterprise Marketing Office (AEMO), located at 11 W. Quincy Ct, Suite 310, Chicago, IL 60604 is a fderally controlled facility. Contractors must comply with the requirements of FAR Clause 52.204-9 Personal Identity Verification of Contractor Personnel.

1.6.2.1 Access and General Protection/Security Policy and Procedures: Contractor and all associated subcontractor employees shall provide all information required for background checks to meet installation access requirements to be accomplished by installation Provost Marshal Office, Director of Emergency Services or Security Office. Contractor workforce must comply with all personal identity verification requirements (FAR clause 52.204‐ 9, Personal Identity Verification of Contractor Personnel) as directed by DOD, HQDA and/or local policy. In addition to the changes otherwise authorized by the changes clause of this contract, should the Force Protection Condition (FPCON) at any individual facility or installation change, the Government may require changes in contractor security matters or processes.

1.6.3 Common Access Card (CAC): Contractor employees requiring access to government systems and/or buildings in order to perform services under this TO shall obtain a CAC. Proof of employment and security clearance / favorable background check is required before an Identification (ID) CAC will be issued authorizing access to the Installation and government computer systems. CACs may not be issued to contractor employees unless a data record authorizing CAC issuance is present in the Defense Enrollment Eligibility Reporting System (DEERS). The Trusted Agent Sponsorship System (TASS), https://www.dmdc.osd.mil/tass, is a secure and authorized means of entering contractor data into DEERS in addition to automating the CAC application and approval process. Required forms and specific instructions for contractor personnel applying for a CAC may be found at the following website:

http://www.cac.mil/common-access-card/getting-your-cac/for-contractors/

1.6.3.1 For Contractors requiring Common Access Card (CAC): Before CAC issuance, the contractor employee requires, at a minimum, a favorably adjudicated National Agency Check with Inquiries (NACI) or an equivalent or higher investigation in accordance with Army Directive 2014‐05. The contractor employee will be issued a CAC only if duties involve one of the following: (1) Both physical access to a DoD facility and access, via logon, to DoD networks on‐site or remotely; (2) remote access, via logon, to a DoD network using DoD‐approved remote access procedures; or (3) physical access to multiple DoD facilities or multiple non‐DoD federally controlled facilities on behalf of the DoD on a recurring basis for a period of 6 months or more. At the discretion of the sponsoring activity, an initial CAC may be issued based on a favorable review of the FBI fingerprint check and a successfully scheduled NACI at the Office of Personnel Management.

1.6.3.1 For contractors that do not require CAC, but require access to a DoD facility or installation:

Contractor and all associated sub‐contractors employees shall comply with adjudication standards and procedures using the National Crime Information Center Interstate Identification Index (NCIC‐III) and Terrorist Screening Database (Army Directive 2014‐05/AR 190‐13), applicable installation, facility and area commander installation/facility access and local security policies and procedures (provided by government representative); or, at OCONUS locations, in accordance with status of forces agreements and other theater regulations.

1.6.4 Physical Security: The Contractor shall safeguard all Government equipment, information, and property provided for Contractor use.

1.6.5 Operations Security (OPSEC) Requirements: Contractor personnel shall adhere to facility security policies and restrictions. The Contractor shall immediately report suspicious activities to security personnel. Per AR 530-1, Operations Security, new contractor employees must complete Level I OPSEC training within 30 calendar days of their reporting for duty. All contractor employees must complete annual OPSEC awareness training and provide certificates within seven calendar days of training completion. This training shall be completed within 7 calendar days of employees commencing performance under this contract. (See Required Training)

1.6.6 Data Security: The contractor, contractor employees, and subcontractors shall physically or electronically protect Government data when not in use and/or under the control of an authorized individual. During the course of Contract performance, when Government data is no longer needed or required to be retained under applicable Government records retention policies, the contractor shall coordinate with the KO to either turn over the Government data to the Government, or destroy it through means that will make the data irretrievable (i.e., permanently unavailable for access by any person). The contractor shall only use Government data obtained under the Contract for purposes of the Contract, and shall not collect or use such information for any other purpose without the prior written approval of the KO. At expiration or termination of the Contract the contractor shall coordinate with the KO to either turn over all Government data managed under the Contract that is in its possession to the Government or successor contractor, or if the Government so directs, destroy the Government data.

1.7 Data Rights: The government has unlimited rights to all documents/material produced under this Contract. All documents and materials produced under this contract shall be government owned and are the property of the government with all rights and privileges of ownership/copyright belonging exclusively to the government. These documents and materials may not be used or sold by the contractor without written permission from the KO. All materials supplied to the government shall be the sole property of the government and may not be used for any other purpose. This right does not abrogate any other government rights.

1.8 Post Award Conference/Periodic Progress Meetings: The Contractor shall attend any post award conference convened by the contracting activity or contract administration office in accordance with FAR Subpart

42.5. The Contracting Officer, COR, and other Government personnel, as appropriate, may meet periodically with the Contractor to review the Contractor's performance. At these meetings the Contracting Officer will apprise the Contractor of how the Government views the Contractor's performance and the Contractor shall apprise the Government of problems, if any, being experienced. Appropriate action shall be taken to resolve outstanding issues. These meetings shall be at no additional cost to the Government.

1.8.1 The Contractor shall attend, participate in, and furnish input to scheduled and unscheduled meetings, conferences, and briefings that relate to the functions and services herein as required by the Government to provide effective communication and impart necessary information. The Contract Manager or designated representative shall attend meetings as requested by the Government. Meeting attendees shall at times include Contractor managerial, supervisory, and other personnel knowledgeable of the subject matter. Meetings may start or end outside of regular duty hours.

1.9 Organizational Conflict of Interest (OCI): Contractor and subcontractor personnel performing work under this contract may receive, have access to or participate in the development of proprietary or source selection information (e.g., cost or pricing information, budget information or analyses, specifications or work statements, etc.) or perform evaluation services which may create a current or subsequent OCI as defined in FAR Subpart 9.5. The Contractor shall notify the Contracting Officer immediately whenever it becomes aware that such access or participation may result in any actual or potential OCI and shall promptly submit a plan to the Contracting Officer to avoid or mitigate any such OCI. The Contractor’s OCI Mitigation Plan will be determined to be acceptable solely at the discretion of the Contracting Officer. In the event the Contracting Officer unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the Contracting Officer may affect other remedies as he or she deems necessary, including prohibiting the Contractor from participation in subsequent contracted requirements which may be affected by the OCI.

1.10 Required Training: The following provides information on training requirements.

1.10.1 Anti-Terrorism (AT) Level I Training: All Contractor employees, including subcontractor employees, who are employed under the contract, shall complete AT Level I Training within 7 days after contract start date or effective date of incorporation of this requirement into the contract, whichever applies, or 7 days after employment of new personnel. Contractor personnel travelling overseas shall complete area of responsibility (AOR) specific AT awareness training for U.S. based Contractor employees and associated subcontractor employees. The Contractor shall submit certificates of completion for each affected Contractor employee and subcontractor employee to the COR (or to the Contracting Officer, if a COR is not assigned) within 7 days after completion of this training by all employees and subcontractor personnel. AT Level I awareness training is available at https://jkodirect.jten.mil.

Contractor personnel shall complete refresher training every twelve (12) months except AOR specific AT Level I training which shall be completed as required by local AT policies.

1.10.2 OPSEC Training: All Contractor employees, including subcontractors, shall complete Level I OPSEC training within 7 days of employment under this contract.. Verification of the training shall be provided to the COR within 7 days after completion of the training. OPSEC Level I training is available at:

http://www.cdse.edu/catalog/elearning/GS130.html

Contractor personnel must complete refresher training every 12 months. Verification of the training shall be provided to the COR within 7 days after completion of the training.

If training cannot be conducted on the website, the Contractor shall coordinate with the COR, who will contact the local OPSEC Officer at their assigned location for classroom training. Contractor personnel completing training in the classroom will receive a certificate or the training attendance roster signed by the OPSEC Officer. Verification of the training shall be provided to the COR within 7 days after completion of the training.

1.10.3 iWATCH Training: The Contractor and all associated subcontractors shall brief all employees on the local iWATCH program (training standards provided by the requiring activity ATO). This locally developed training will be used to inform employees of the types of behavior to watch for and instruct employees to report suspicious activity to the COR. This training shall be completed within 7 days after the contract is awarded and within 7 days after new employees commence contract performance, with the results reported to the COR within 7 days after the contract is awarded and within 7 days after new employees commence contract performance. Verification of the training shall be provided to the COR within 7 days after completion of the training. Training slides can be found on the Army OneSource website:

http://www.myarmyonesource.com/familyprogramsandservices/iwatchprogram/default.aspx

1.10.4 Information Assurance (IA) Training

1.10.4.1 All Contractor employees, including subcontractors, requiring access to Government information systems shall complete the Department of Defense (DoD) IA Cyber Awareness Training within 7 days after contract start date or effective date of incorporation of this requirement into the contract, whichever applies, or 7 days after employment of new personnel. Verification of the training shall be provided to the COR within 7 days after completion of the training.

1.10.4.2 All Contractor employees, including subcontractors, working information technology (IT)/IA functions shall comply with DoD and Army training requirements per Information Assurance Training Certification and Workforce Management DoD Directive (DoDD) 8570.01, Information Assurance Workforce Improvement Program DoD 8570.01-M, and Information Assurance AR 25-2 within thirty (30) calendar days of employment. Training is available at:

https://ia.signal.army.mil/DoDIAA/default.asp

1.10.5 Threat Awareness Reporting Program: For all contractors with security clearances. Per AR 381-12 Threat Awareness and Reporting Program (TARP), contractor employees must receive annual TARP training by a CI agent or other trainer as specified in 1.6.3.1.

1.10.6 Personally Identifiable Information (PII): Contractor employees, including subcontractors, performing services under this contract with access to PII and Government information shall complete “Identifying and Safeguarding PII” within 10 calendar days of employment. Contractor personnel shall complete refresher training every twelve (12) months from initial completion. The Contractor shall provide the COR a copy of the training certificates for its employees no later than five (5) days after completion. Training is available at:

http://iatraining.disa.mil/eta/piiv2/launchPage.htm

Part 2 Performance Requirements

2.0 Data Engineering and Analytics Support: The Contractor shall allocate two (2) full-time professionals, either on-site at AEMO’s headquarters in Chicago, IL or remotely as required to provide comprehensive data engineering and analytics support services to the U.S. Army Enterprise Marketing Office (AEMO) and the U.S.

Army Recruiting Command (USAREC). This support encompasses the design and maintenance of datasets, data extracts, analysis, synchronization with relevant Army systems, and dashboard development to enable effective marketing evaluation and decision-making. The contractor will establish and refine reporting metrics, generate pertinent data extracts, and perform detailed analyses to gauge the reach and impact of national and localized marketing initiatives. They will coordinate with various branches and teams, providing expertise in Army accession data and ensure seamless data integration. Tasks include designing data structures in Army systems (e.g., EMMS and Army Vantage) that can house the market-event-results data for the development of predictive marketing analytics to inform future decisions on marketing resources. The Contractor will serve as the go-to authority and system administrator for these tools. The Contractor will ensure classification of the market by type and demographic where the marketing event occurs, the intended response, and the actualized result. The contractor shall engineer standardized datasets suitable for collecting extracts from advertising/marketing and social media platforms. The contractor will collaborate on the file format and structures to meet USAREC requirements for integration into comprehensive tools to create a common operating picture.

2.0.1 Special Qualifications: The onsite personnel shall possess the following qualifications: Graduate-level degree in Business Analytics (MSBA), Operations Research (MS), Information Systems (MS) or Contracting Officer approved equivalent degree, with formal instruction in databases, distributed systems, machine learning, and associated coding languages. Minimum 5 years of experience in marketing analytics and data engineering.

Understanding of Army and Accessions enterprise terminology, systems, and processes with knowledge of the data and schema for the EMMS, DHW, and LEMA databases and T-SQL, Oracle, and Sybase SQL. Experience with the tables associated with the above databases (EMMS, DHW, and LEMA) to be leveraged in Army Vantage.

Knowledge of and ability to use Datorama and Microsoft PowerBI to answer analytical questions. Pass a background check, see PWS section 1.6. The contractor shall develop and/or facilitate analytics on data gathered from Google Analytics, GoArmy.com, Army Recruiting Information Support System (ARISS), other Army data systems residing in Adobe Experience Manager (AEM), Datorama, Various on-premises and cloud-based SQL Databases, Army Vantage Platform by:

2.1 Data Engineering, Standardization, and Collection: The Contractor shall create and manage datasets that align with USAREC's data requirements to support a unified analytical framework for marketing event assessment.

2.1.1 Data Architecture Development: The Contractor will design, implement, and maintain robust data structures within Army systems such as EMMS and Army Vantage to ensure efficient capture and organization of marketing and response data.

2.1.2 Data Extraction Coordination: The Contractor will extract and compile data from various marketing platforms, ensuring accuracy and relevance in accordance with established requirements.

2.2 Analytics Development and Reporting: The Contractor shall produce analytical insights from marketing data to support AEMO and USAREC’s decision-making processes.

2.2.1 Reporting Metrics Maintenance: Contribute to the development of key performance indicators (KPI) and reporting metrics that offer actionable insights to AEMO and USAREC leadership. The Contractor shall ensure that data is available, accessible, and usable to support the analysis and reporting of KPIs and other reporting metrics.

2.2.2 Dashboard Development: Craft and sustain a set of dynamic dashboards in Army Vantage conducive to exploratory analysis and regular reporting needs.

2.3 Subject Matter Expertise and System Administration: The Contractor shall offer subject matter expertise and system administration support for Army Vantage and other analytical tools used within the Army Accessions enterprise, including but not limited to Enterprise Marketing Management System (EMMS), DHW, LEMA, Google Analytics, Adobe Experience Manager (AEM), Army Recruiting Information Support System (ARISS), Sprinklr, and Datorama.

2.3.1 Army Vantage Management: Operate as the point of contact for AEMO regarding Army Vantage, including administration, maintenance, user support, and training as needed.

2.3.2 Analytical Tool Expertise: Serve as the in-house expert for analytical tools, providing guidance and support to ensure effective utilization of capabilities like Python (Pyspark), R (SparkR), and SQL.

2.4 Marketing Effectiveness and Optimization: The Contractor will support the Data & Performance team by assessing marketing strategies and operations to pinpoint successful initiatives and areas for improvement.

2.4.1 Regional Analysis: Conduct detailed insights into regional marketing campaigns by analyzing website traffic and event responses to optimize event planning.

2.4.2 Ad Placement and Social Media Analytics: Execute depth analysis on local ad placements and social media performance, contributing to overall marketing effectiveness assessments.

2.5 Coordination and Compliance: Ensure that all data practices are in alignment with USAREC, AEMO, and partner agency data standards and compliance requirements.

2.5.1 Data Integration Coordination: Work in conjunction with various Army departments to help unify data practices and ensure consistency across the organization.

2.5.2 Regulatory and Ethical Compliance: Maintain high standards of data ethics and compliance, adhering to all regulatory requirements and guidelines.

2.6 Monthly and Event-Based Reporting: The Contractor shall provide timely reporting that encapsulates the progress and findings of marketing analytics efforts.

2.6.1 Monthly Status Reporting: Deliver comprehensive monthly status reports detailing the progression and results of each analytical initiative undertaken.

2.6.2 Event Analysis Reporting: Generate analytical reports post-marketing events to contribute to reviews such as the Quarterly Business Review and Fusion Board processes.

Part 3

Deliverables

3.0 Deliverables Schedule

Deliverable Description Delivery

Mandatory Training Certificates

Contractor Employee Training Certificates (See PWS section 1.10)

Within 14 days of contract award. Annually thereafter.

Contractor Quality Control Plan

Quality Control Plan (see PWS section 1.5) Within 14 days of contract award.

Property Management Plan 1 Government Funished Property Management Plan (see PWS section 4.1)

Marketing Analytics Integration Plan

A comprehensive plan outlining data structure design to integrate data across platforms.

Within 45 days of contract award

Monthly Status Reports Reports detailing the status and progress of analytical projects, along with upcoming goals and challenges.

Monthly

Quarterly Business Review Contribution

Data and analysis reports to aid in quarterly business review decisions.

Included with monthly reports, as appropriate

Dashboard Maintenance Logs

Detailed logs of updates, changes, and maintenance activities on AEMO's suite of dashboards.

Monthly

Data and Metric Reporting Measurement Plan and tracking to measure delivery of an effective data program.

Continuous

Social Media Analysis Reports

Insightful reports from social media analytics to guide future marketing strategies.

Included with monthly reports, as appropriate

Army Vantage Expertise Documentation

Documentation capturing best practices and standard operating procedures related to Army Vantage administration

Bi-Annually

Regional Marketing Effectiveness Reports

Analysis reports focused on the regional effectiveness of marketing events.

Included with monthly reports, as appropriate

Website Performance Analysis

Reports analyzing website metrics, engagement and conversion rates to determine effectiveness.

Included with monthly reports, as appropriate

Data Standards and Processes Guide

A guide establishing data standards and processes for enterprise data sharing across marketing analytics.

Revalidated bi-annually

Predictive Analytics Implementation Report

A report illustrating the outcomes and effectiveness of predictive analytics models.

Bi-Annually

Service Contract Reporting Service Contract Reporting in the System for Award Management(see PWS section 5.0)

Final Project Delivery Report A comprehensive report summarizing all activities, findings, and recommendations at project completion.

End of contract

Part 4 Government Furnished Property

4.0 Government Furnished Property (GFP): The government will furnish workspace at the Army Enterprise Marketing Office (AEMO), Chicago IL for two personnel. Workspace equipment will include: table, chair, headset, and laptop computer with network access.

4.1 Government Funished Property Management Plan: For all issued GFP for this contract, the contractor shall submit a property management plan that addresses the requirements as listed in FAR Clause 52.245-1, Government Property. Contractor shall ensure GFP is maintained IAW AR 735-5, Policies and Procedures for Property Accountability, in addition to the aforementioned clause.

Part 5 Service Contract Reporting

5.0 Service Contract Reporting

5.3.1 System for Award Management (SAM) Service Contract Report: The Contractor shall report ALL Contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract for the Department of the Army via a secure data collection site. The Contractor is required to completely fill in all required data fields through the following web address: www.SAM.gov. Reporting inputs will be for the labor executed during the period of performance during each Government FY, which runs from October 1 through September 30. While inputs may be reported any time during the FY, all data shall be reported no later than October 31 of each calendar year. Contractors may direct questions to the help desk by clicking “View Assistance for SAM.gov” which is located at the top of the SAM.gov website. From there, you can the select “Contact Our Service Desk” which will allow you to contact SAM.gov directly. If contract period of performance ends prior to September 30, the Contractor has 30 calendar days from end date of the contract to complete the SAM SCR requirement.

Steps for Submitting a Service Contract Report (SCR)

1. Go to www.sam.gov and log in.

2. Select Entity Registrations and then select Service Contract Reporting.

3. SAM displays your entities which have service contracts and meet the reporting criteria. Select View by entity to see the service contracts for each entity.

4. Next, select Add for the service contract against which you want to create a Service Contract Report. Each service contract which meets the FAR Subpart 4.1703 reporting thresholds is displayed.

5. You will be taken to the Complete Service Contract Report page. SAM displays the contract details and allows you to report. You are required to enter the following information:

• Total Amount Invoiced: Total dollar amount invoiced for services performed during the previous

Government fiscal year under the contract (this amount should include the prime and any subcontract amount).

• Prime Contractor Hours Expended: Prime contractor direct labor hours expended on the services performed during the previous Government fiscal year. The amount you enter is automatically divided by 2,080 hours to calculate a Full Time Employee (FTE) equivalent, displayed under the Prime Contractor Hours Expended as Prime Contractor FTEs.

6. Report any required Tier 1 subcontractor information by selecting the Add Tier 1 Subcontract Information button.

7. When you are ready to submit the report, select Submit. This saves your report and returns you to the Select Service Contract page where you can create other SCRs or edit an existing SCR.

Steps for Editing a Submitted Report

1. Follow steps 1-4 above. Any previously submitted SCR will have a View/Edit button instead of an Add button.

2. Select View/Edit. You will be able to view the current SCR, edit available fields, and resubmit the record.

You can also delete previously entered information altogether.

Standard (STD): All information provided by the Contractor shall be accurate, complete, and not exceed suspense dates noted in the corresponding paragraph above.

Acceptable Quality Level (AQL): 100% Compliant