MaPS Full Lifecycle Analytics Support

Description

Summary of the work Money and Pensions Service require an Adobe-specialised partner to provide BAU and project-based analytics expertise to support their small in-house team as they migrate from Google Analytics to Adobe Analytics, make platform improvements, and deliver a high-quality level of reporting to the organisation. Expected Contract Length 24 Months Latest start date Tuesday 28 February 2023 Budget Range It is estimated that the work can be delivered within the budget range of £400,000 to £550,000 (including VAT) Why the Work is Being Done As with all digital activity MaPS requires the ability to understand how citizens use its digital products, to do this it relies on analytics provided through a small central omnichannel analytics team (3 FTE). The transition on to Adobe Analytics is in progress, and the merging of three consumer brands into the MoneyHelper brand and onto a single platform has been completed, which leaves us with ongoing need for digital analytics. Furthermore, we are implementing significant new functionality through the Pensions Dashboards Programme (PDP) including the MoneyHelper Dashboard project. The ongoing combined digital need is more than the current omnichannel digital analytics capacity allows. Problem to Be Solved While the MaPS internal analytics team reliably provides digital data and customer insight to the organisation, it is too limited in its ability to successfully deliver the forthcoming roadmap of projects and changes without the support of an analytics partner to relieve capacity issues and plug skills gaps with the right people. Who Are the Users As the analytics team lead, I need to have access to known additional skilled analytics resources, so that I can confidently plan and deliver complex analytics projects throughout the next two years. As an analytics team member, I need support from Adobe specialists and analysts, so that I am able to deliver pieces of work where I either lack the available time, or the necessary skills to do so on my own. As a stakeholder on the Pensions Dashboard Programme, I need regular reports of the MaPS Pensions Dashboard, so that I am able to understand the performance of the digital journey to make effective decisions. Work Already Done At commencement of contract, there will already be a custom Adobe Analytics/Launch/Target implementation live on the MoneyHelper website, following a three month build to be completed in early 2023. In addition, an implementation of Google Analytics 4 will be live and collecting data to form a backup analytics source. These implementations represent a medium-complexity foundation on which to build further tracking and reporting opportunities. Existing Team The existing analytics team consists of: 1 x Senior Omnichannel Analytics Consultant - leads the team, working mainly on strategy, planning and technical implementation, also builds solutions for more complex analytics requests. 1 x Lead Omnichannel Analyst - manages analytics backlog, produces dashboards, reports and analysis for the organisation 1 x Omnichannel Analyst - produces dashboards, reports and analysis for the organisation In addition, there will be regular exposure to PDP stakeholders, likely to be a product manager, delivery manager and business analyst Current Phase Not started Skills & Experience • Must be an accredited Adobe Partner (5%) • Must have experience in analytics platform migration - specifically Google Analytics to Adobe Analytics (10%) • Must have experience in building complex Adobe tagging/tracking implementations using Adobe Analytics and Data Collection (formerly Launch), including data layer utilisation, for multiple clients.(20%) • Must have experience of custom report and dashboard creation within Adobe Analytics for multiple clients.(15%) • Must have experience in the end-to-end A/B testing process using Adobe Target (10%) • Must have sufficient experience with Google Analytics 4 and Google Tag Manager to replicate data points between platforms, compare outputs and solve discrepancies.(5%) • Must have demonstrable established QA and testing processes for implementation work.(10%) • Must have experience in consistent delivery of high quality reports and narratives on a scheduled basis.(10%) Nice to Haves • Google Partner accreditation (3%) • Available BI specialists with experience in Microsoft PowerBI and data blending.(4%) • Experience of Microsoft Azure Data tools such as Synapse, Purview and Data Factory (4%) • Available developer resources to build complex A/B tests within Adobe Target, e.g. for Single Page Applications (SPAs) (4%) Work Location Initially: Money & Pension Service, 120 Holborn, London EC1N 2TD From mid 2024: Money & Pensions Service, Borough Hall, 138 Cauldwell Street, Bedford, MK42 9AP Working Arrangments Supplier staff will work remotely, with access to collaboration platforms used by the organisation (MS Teams, Azure DevOps etc). The analytics team, staff should be available during MaPS working hours (weekdays 9-5pm) to call upon for support within agreed SLAs. Regular reporting and continuous improvement, work carried out remotely at any time, provided delivery is made during the above MaPS working hours. Future projects may require embedding of staff within an agile team working dedicated full-time hours (weekdays 9-5pm) - detailed in an SOW where appropriate Staff may be available to attend the MaPS offices in person by agreement. Security Clearance BPSS as a minimum but no further security clearance required. Where future projects may involve access to more sensitive information, clearance may be arranged by MaPS where the need is identified. Existing clearance would be helpful, but the lack thereof will not be scored against as part of supplier evaluation Additional T&Cs None No. of Suppliers to Evaluate 5 Proposal Criteria • How will you ensure your team have the required Analytics and project skills (defined in our requirements) in place throughout the deployment of this contract, from start to finish? (10%) • How will you support the internal team to deliver our digital AEM analytics\reporting for MaPS stakeholders and business planning? (10%) • Using relevant examples, share your proposal for the approach to deliver analytics-capability over multi-year service meeting our requirements and delivering live BAU digital analytics for Pensions dashboard/MoneyHelper services. (15%) • How do you deliver Output based BAU reporting ensuring; consistency, relevant insights allowing stakeholders to act on reporting and evolve BAU reporting as requirements and external environment change? (5%) • What is your approach to ensuring delivery packages are delivering to the right quality? 10% • How do you propose providing expert advance analytics capacity-based resources to supplement our internal analytics teams, in response to organisation transformation and ad hoc projects (10%) Cultural Fit Criteria • How will you enrich, extend, and empower current internal omnichannel analytics team? ensuring that consistent reporting and project development allows business priorities to be delivered and driven from digital analytics?(5%) • Detail how your organisation works to ensure the financial wellbeing of your staff and to address economic inequality. (5%) • Detail how your organisation works to ensure a diverse workforce representative of the UK population as well as measures taken to ensure employees are treated fairly and equally. (5%) Payment Approach Capped time and materials Assessment Method Case study Evaluation Weighting Technical competence 60% Cultural fit 15% Price 25% Questions from Suppliers 1. What is the reporting platform for BAU requests – Adobe Workspace or any other external BI tool (Tableau, Power BI etc.) The majority of reporting will take place within Adobe Workspace, either through provision of curated dashboards for those with AEM access to self-serve from - or as ad-hoc/scheduled report exports via email.Additionally, MaPS currently use PowerBI where data from non-digital sources may need to be presented alongside digital outputs. 2. What capabilities of Adobe Target will be leveraged? Will there be a use case for recommendations? MaPS will see substantial digital transformation, offering new testing opportunities. This may include Experience-Targeting and personalisation as we implement user account areas, to future use of Adobe Campaign for targeting.We shall carry out basic A/B testing activities in the form of small iterative tests using VEC, delivered and reported on out of Adobe Analytics by the team. A4T integration is due to be completed prior to this engagement.Plan to build in-house expertise through L&D opportunities. We may seek support where capacity and/or skill gaps may impact delivery – with regards to more complex future technical requirements. 3. Please elaborate on the “delivery packages” (in reference to the proposal criteria question – What is your approach to ensuring delivery packages are delivering to the right quality)? Delivery packages are project outputs, whether a reporting dashboard, or the tracking implementation for a tool with new custom components. Quality covers aspects such as data accuracy and adherence to best practice methodology. 4. Are the react based “Tools” hosted on the main website domain or clicking on “Tools” are redirecting to external domains/sub domains? The React tools will be hosted upon a tools subdomain, which shall be styled almost identically to the main AEM hosted MoneyHelper site, so that there is no change from the end user perspective. All analytics-related code (snippets, datalayer, cookies, consent mechanisms) are present on both, and track the full journey. 5. What are the capabilities/skill-set required for the expert advance-analytics (in reference to the proposal criteria question – How do you propose providing expert advance analytics capacity-based resources to supplement our internal analytics teams, in response to organisation transformation and ad hoc projects)? We anticipate future projects may require resources not fully covered by the in-house team, or day-to-day support contacts. These could include technical CRO specialists, data engineers and platform solutions experts. These skillsets will be confirmed in the ITT, following further internal discussion. 6. What is the expected number of additional resources MaPS are looking for? We expect to be supported by a core team of 2 to 5 individuals, who between them have the following skills:- Implementation specialist (tagging/tracking)- Report writing- BI skills- Account administration/managementAdditionally we expect to flex our requirements as projects commence and conclude, and may require additional technical resources and CRO expertise. 7. What is the expected volume of services MaPS are looking for the supplier to deliver, with indicative SLAs? We expect to receive 8-10 days per month of core support as our current estimate. As part of the pricing model, we will be providing more detailed expected monthly capped core FTE for the individual elements of this opportunity, including additional project based support.Regarding SLAs these will be included in the ITT in full. 8. Is there an example of a ‘complex analytics project’ referenced in the user needs section? An example of a forthcoming project is the launch of a new user accounts area on the website. This change will permit new user-level analytics insights, reporting and testing capabilities, but will require external support to deliver a high quality analytics implementation. 9. How many sub-domains and sub-applications are part of “https://moneyandpensionsservice.org.uk” website? Provide details While this website is part of the MaPS estate (and is to be migrated to AEM in the coming months), the majority of activity concerns the customer facing website- https://www.moneyhelper.org.ukIn addition to the main www site, there are seven active subdomains on which different tools operate from- three are currently used for our range of 'legacy' tools. MaPS is in the process of rebuilding tools in React, which will sit on a new tools subdomain, and these old subdomains will be retired.There is also the blog subdomain, and the corporate website which was cited in this question. 10. How complex is the implementation? How much of custom code is being used or only data layer/ EDDL is being used for data collection? The implementation is of low to medium complexity in this regard. While there is a wide range of event and behavioural data collected, this is primarily sourced from the data layer and use of DOM elements as triggers and variables. As MaPS progresses with transforming its digital services we expect the complexity to increase as we introduce user account areas and logged in statuses, and explore opportunities for personalisation of user journeys. 11. On high-level, what type of features/components/journeys are available in https://moneyandpensionsservice.org.uk website? Provide details Most activity concerns the customer facing website - https://www.moneyhelper.org.uk list below reflects what is present on this site:- Guidance content: in short-form, long-form and curated journeys, using multiple visual components in addition to text.- Simple calculator tools, - Complex tools requiring user input to receive tailored information, such as Budget Planner tool- Quote or cost calculating tools, connected to external provider information - eg Annuities comparison - Searchable directories, such as Retirement Adviser Directory- Video content- Talk to us live component directing users to call centres, email and webchat (webchat is hosted externally)- Blogs 12. Whether Adobe Launch is going to be used for implementation of Google Analytics 4 and other 3rd party pixel going forward? We intend to continue using Google Tag Manager (GTM) for our Google Analytics 4 implementation, as this has already been built in GTM to replicate and streamline the outgoing Universal Analytics setup. Third party pixels are currently also set up in GTM, but could be migrated if there are notable benefits. 13. Maintenance of Google Analytics also needs to be done by this team? If yes, what level of support is expected? Google Analytics 4 (GA) intended to run as 'back-up' analytics-platform, with Adobe as primary source of reporting. Will manage administration in-house, may require support in some areas such as:- Assistance replication of new Adobe tracked-events where implementation is non-standard/new- Troubleshooting observed tracking issues where team are unable to resolveExposure to GA4 primarily for supplier to sense-check questionable Adobe data should it arise.Currently don't intend to advance GA4 in the same manner as Adobe where new website functionality develops (personalisation, user accounts information etc) - so the need for GA4 support is not expected to increase significantly. 14. What level support is needed from Adobe Target perspective? Can you please elaborate requirements related to A/B testing? Responsible for setting up activities, reporting, evaluation, and ideation? Please provide details MaPS has a historically low maturity approach to A/B testing. The level of initial support needed will be minor, confined primarily to assistance with ad-hoc test builds where the complexity may exceed in-house expertise. We intend to increase our maturity in time, integrating A/B testing into the design process and taking a structured approach. We anticipate increased future requirements at all stages of the testing cycle where internal capacity may be a limitation. 15. What are the other tools integrated with Analytics tools? Provide details. 'Adobe Target is integrated with Analytics for testing purposes. We intend to make use of Adobe Campaign at a future time, but this is not yet live. We use a third party cookie consent solution called Civic, with consent mechanisms integrated with Google Consent Mode and cited in Adobe Launch 16. Do “MaPS” uses automation tool for tag validation? If yes, what is being used and how it is being used? We do not automate tag validation, this is done manually. However our separate QA function runs regression testing and other processes as part of the overall website development release pipeline. 17. How tickets/ request are classified in “MaPS”? Provide example for each classification and provide respective SLA details? We do not have a ticket classification system in place at MaPS for analytics work. Requests broadly fall into four categories currently - larger projects such as tagging up a new tool journey, small ad hoc requests such as tracking a new page component or investigating a minor data discrepancy, administrative requests such as tag audits and urgent requests such as a data outage or major data discrepancies in key metrics. Detail of SLAs will be provided in the ITT 18. What visualization tool is being used by “MaPS”? At present, PowerBI is used for visualisation where non-digital data sources are used, or where additional interactive elements are desired in the end product. We currently use Google Data Studio (now Looker) for reporting out of Google Analytics. We intend to fully move to Adobe Workspace as we shift to reporting out of Adobe Analytics. 19. Will any new website or mobile application will be rolled out during this engagement? If yes, what level support is expected for this team? We will be launching and refining the new MaPS Pension Dashboard tool (as part of the Pensions Dashboard Programme) within the coming two years, this will be sited on our existing website. A large portion of the early engagement will involve the analytics implementation for the new tool, and scoping out the reporting requirements for PDP stakeholders.We have no plans to build any mobile application during this time. 20. What type of Adobe Analytics Licence? MaPS has an Enterprise licence for Adobe Creative Cloud, including Adobe Analytics. 21. What is the current baseline conversion rate? ROI? MaPS is not a commercial organisation, and predominantly exists in a non-transactional environment. Our consumer facing site, MoneyHelper, does not have one single preferred outcome or set of outcomes to provide a conversion rate or ROI. Instead success tends to be based around performance towards a specific objective relative to a project. 22. How Analytics being used for improving conversion/ROI/Engagement? What is expected improvement? MaPS does not measure ROI. Analytics is used primarily to understand engagement, both in terms of volumes and behaviours. MaPS does not have a single success metric, and instead performance is measured against the intended outcomes of the specific related activity. e.g. inclusion of a new CTA has boosted click-through to a desired linked piece of content. A supplier will therefore not be assessed against conversion or other similar metric uplift, except where agreed in future specific projects (e.g. an A/B testing project) as part of a Statement of Work.