63000-16-0080_JA_GoogleAnalytics_redacted.pdf

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SOLE SOURCE JUSTIFICATION

Procurement Title: Google Analytics (GA) Premium Contracting Office: Office of Acquisitions/OIT Estimated Value: $ Sole Source Authority: FAR Part 13.5 in accordance with 41 U.S.C. 1901

SOLE SOURCE JUSTIFICATION (INCLUDING BRAND NAME)

Justification Number: 2016-

Upon the basis of the following justification, I, as the Contracting Officer, hereby approve the use of brand name for the proposed contractual action pursuant to the authority of FAR 13.501(a), Sole Source (Including Brand Name) Acquisitions.

JUSTIFICATION

1. REQUIRING AGENCY AND CONTRACTING OFFICE:

Requiring Activity: Office of Information Technology (OIT) Contracting Office: Office of Acquisitions (OA)

2. NATURE/DESCRIPTION OF ACTION(S): This Justification and Approval (J&A) is to award a contract limiting competition to an item peculiar to one manufacturer. The award is Firm-Fixed Price and for a base period of 12 months with four (4) 12-month option periods.

3. DESCRIPTION OF SUPPLIES/SERVICES: This award is to obtain the Google Analytics (GA) Premium Website Analysis Tool which is currently used for advanced web analytics and custom event tracking on 11 properties. Google Analytics is used to track more than 10 million page views per month on Securities and Exchange Commission (SEC) websites and to generate custom dashboards and reports in cvs, excel, and .pdf. Data is accessed through Google Analytics’ reoccurring email reports and the Google Analytics API.

The value of the proposed base period is $ with a total lifecycle value of $ if all option periods are exercised.

4. IDENTIFICATION OF STATUTORY AUTHORITY:

FAR 13.501 in accordance with 41 U.S.C. 1901

5. DEMONSTRATION OF CONTRACTOR’S UNIQUE QUALIFICATIONS:

Google Analytics Premium is the only analytics tool that meets the SEC’s reporting requirements and business needs. It provides several unique features that are required by the SEC:

• Page level custom variables, which can be configured to capture data dimensions unique to website, industry and business requirements.

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• Advanced segmentation abilities, which allow users to segment their customer base by data captured on the site, classify pages by type/function, cluster user groups by interaction with the website, and return analytics data filtered to those groups. ·

• Google Analytics API, which allows the integration of GA into SEC dashboards and other reporting tools.

• Advanced attribution modeling tool, which allows a user to assign conversion values to all channels in the conversion path but also custom-weigh those values.

• Analytics Intelligence, a simple statistical analysis algorithm that automatically identifies significant data pattern change and alerts the user to that change.

• Out-of-the-box integration with many of the SEC's digital communication tools, including Hootsuite, AddThis, and GovDelivery.

Additionally, the SEC has already made a significant financial investment in the Google Analytics tool. It is the currently installed tool and does not require any modifications to upgrade. SEC staff is already trained in Google Analytics and the Google Analytics solution is integrated with the SEC’s

. It would require substantial development efforts to integrate with another analytics tool. It is therefore not feasible for the SEC to replace this product at this time given it still has significant useful life and the cost and effort to replace it would vastly outweigh any potential savings or benefits.

6. FEDBIZOPPS ANNOUNCEMENT/POTENTIAL SOURCES:

The J&A will be posted with the solicitation as required by FAR 6.305(c).

7. DETERMINATION OF FAIR AND REASONABLE COST:

Competition among authorized resellers will ensure a fair and reasonable price.

8. MARKET RESEARCH:

The SEC conducted market research into alternatives to Google Analytics Premium but determined that only Google Analytics Premium provides key features and reporting tools required by the agency.

Once it was determined that Google Analytics was to remain the analytics tool of choice, the listing of authorized resellers was reviewed. A number of small businesses were found but a review of the GSA Schedule e-library revealed that no two authorized vendors are providing the tool under their GSA Schedule. However, it was determined that a sufficient number of small business resellers exist to set this acquisition aside for small businesses.

9. ANY OTHER SUPPORTING FACTS:

N/A

10. LISTING OF INTERESTED SOURCES:

See Market Research paragraph 8.

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11. ACTIONS THE AGENCY MAY TAKE TO REMOVE OR OVERCOME BARRIERS

THAT LED TO THE EXCEPTION TO FULL AND OPEN COMPETITION.

Other analytics tools may be reviewed for future acquisitions.

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TECHNICAL CERTIFICATION: I certify that the supporting data under my cognizance which are included in the J&A are accurate and complete to the best of my knowledge and belief.

NAME: SIGNATURE: _ _

TITLE/ORGANIZATION: _ __ PHONE: __ _

APPROVED BY:

CONTRACTING OFFICER CERTIFICATION: I certify that this justification is accurate and complete to the best of my knowledge and belief.

NAME: SIGNATURE: __ __

TITLE/ORGANIZATION: CONTRACTING OFFICER/OA PHONE: __ ___

ALL QUESTIONS REGARDING THIS JUSTIFICATION ARE TO BE REFERRED TO the contract specialist, Anke C. Taylor, at taylorank@sec.gov.

mailto:taylorank@sec.gov