Digital Content and Management Analytics Project
December 21, 2010 Bidder's Conference Q&A
Updated on January 11, 2011.
1) Are you excluding podcasts for a particular strategic reason?
We are focusing on station website, streaming media (audio & video) and social media metrics as a starting point for this project. If a respondent would like to propose other types of analytical services, such as podcasting or mobile metrics we will consider those proposals. However, we will be judging the projects on the listed evaluation elements (p. 10 of the RFP).
2) Other RFPs have provided some kind of funding range for services ... can you?
We cannot provide price guidance on this proposal as that goes against our procurement regulations. However, we believe, based on the scope of the services and our station goals that this could be a substantial proposal.
3) Can you address the criteria for evaluating vendor proposals?
The evaluation criteria are clearly spelled out starting on page 10 of the RFP. If you have a question about a specific evaluation criterion, please do not hesitate to email rbole@cpb.org.
4) What is the reasoning behind choosing Google Analytics as an analytical platform?
The public media system has widely adopted Google Analytics as a preferred analytical platform, though not exclusively. In addition, an earlier project, the Public Media Metrics project utilized Google Analytics as their metric platform, driving further adoption.
5) What does the current analytical and CMS environment look like today in public media?
It is a very complex digital media ecosystem where for many years stations have made individual choices about their technology vendors, platforms and services. Recently, CPB completed a survey that demonstrated that on average – slight variation between Radio and TV stations – that only +/- 62% of stations had a CMS. Those CMS system ranged over a number of vendors, though a number are open source. On the streaming side there are a small group of venders (examples can be found on page 3) with a number being public media players. CPB will work with the respondent to receive access to data from the public media providers to aggregate data easier and quicker than a station-by-station approach.
6) Does the Consultant have to provide hosting for databases, the subscribing station report portal and other technical elements?
Yes, the Consultant will provide technical suite including hosting.
7) Will we have access to prior project?
The winning bidder(s) will be provided access to all research and materials, including reports, created, developed, compiled or produced pursuant to or as a result of the prior project.
8) Is there a CPB-led or other public media effort to increase the use of standard, up-to-date CMS systems at public media stations?
The stations have the autonomy to make specific decisions about their technology applications and services. At this time there is no CPB-led effort to improve the usage or quality of station CMS services. There are two initiatives, one at PBS and the other at Public Interactive, a subsidiary of NPR, to provide CMS-like services to station websites. These initiatives may help with the establishment of standards for CMS and the generation of data around station content. We encourage the Consultant on this project to help establish appropriate standards for the public media industry.
9) Do you have any guidance on the training portion of the Awareness portion of the Scope of Services?
We would like potential vendors to bring their best and most creative thinking on how to accomplish the goals laid out in Section 4 of the scope. However, we do believe that to affect the level of change envisioned it will require the Consultant to work directly with stations, as well as building peer-to-peer support/training efforts.
10) What are the state of standards and the development of analytical standards in the system?
There are no adopted analytical or data standards in public media. We hope that the Consultant, through the provision of services in this scope of work will help develop and propagate those standards.
11) With regards to the required Business Plan, do you plan on a decline in money at the stations over the next few months based on the potential reduction in funding for public media?
It is critical to see what happens in next months, but we do not have an opinion on how this will or will not affect station’s investment in analytical services. We will have to see as we go forward, but that in general the economy has affected the ability for stations to spend many additional dollars on these and other types of services.
12) Do you have a sense of how much stations pay for analysis?
No, we do not have a clear sense of how much stations pay for analytical services. However, please keep in mind that these are nonprofit organizations in tough economic times. You may want to contact a few stations to get a better sense of how much they pay for analytical services today.
13) Rob, are you the key contact for further questions?
Yes, I am at rbole@cpb.org.
14) Do you foresee the possibility of bidding on more than one piece? Will you mix and match the different pieces of the RFPs or will it be all or nothing?
In your response to CPB you should be clear on your desires to be chosen for one or more sections of the RFP. You should also be clear to CPB that your bid should not be separated and that we should only consider your response as a whole, and not in parts.
15) Does the database from Part 1 cover the reporting features specified in Part 2 paragraphs c-d-e? So for example, if we just bid on Part 2, would we simply be building and exporting reports using the database built in Part 1? Or is the database solely a data warehouse and we would build a reporting interface as part of Part 2?
The answer to your first question, is that yes, the database is what will feed the reporting function to the stations. Please note that while we specify a "database(s)", we are looking for your own technical solution to the requirement/goals. The database could just be a data warehouse or other solution.
You can, of course just bid on the sections separately, but it is our estimation that the most successful applicant will provide services of Part 1 (database) & Part 2 (reporting).
16) For the streaming media player analytics (PBS Cove, ShoutCast etc.) is analytical data already being pushed into GA? Or is it assumed that the consultant chosen will go into each flash player and tag?
The consultant should provide the knowledge on how to properly tag streaming video, rather than do it for the station. GA is not widely utilized for video by public media at the moment. However, it should be noted that PBS will play a role in accomplishing this task as well. For every video that is played through their COVE player they are collecting some level of metrics. The specific day-to-day responsibilities for the Consultant around streaming metrics will have to be determined with deeper conversations with PBS. However the Consultant should count on providing guidance on the proper coding of video for producing useful metrics.
17) On page 5, section e, where you for customizable reporting – are you able to give sample KPI’s, or talk about what kind of customization you are expecting?
The station advisory board and the Consultant should work on a standard set of applicable KPIs for television and radio stations. However the intention is that the stations themselves will have the ability to utilize GA, either through the Consultant's reporting system or through GA directly to develop their own specific KPIs, such as customized conversion funnels, goals, etc.
18) If a vendor has developed and operates a commercial product already that does much of what CPB requires, is CPB open to an arrangement where that commercial product is extended, without requiring the vendor to transfer intellectual property ownership of the base product to CPB?
Everything is negotiable ... meaning we respect existing license agreements.