Marketing Analytics Services

The vendor required to provide marketing analytics services to strategize, implement, analyze and optimize our innovative marketing analytics program, including, but not limited to, measurement, analysis, attribution, reporting and testing.
- Advanced analytics and reporting
1. Marketing attribution and measurement
•    Develop, maintain, and enhance fractional attribution models to evaluate marketing channel performance across the funnel. 
•    Design and implement a new attribution framework specific to philanthropic and donation-related campaigns. 
•    Integrate attribution data with CDP and analytics environments to support unified performance reporting. 
•    Provide clear insights on channel contribution to awareness, engagement, and conversion outcomes. 
•    Deliver ongoing model refinement based on evolving media mix, audience behavior, and data availability.
2. Media mix modeling (MMM)
•    Conduct an annual media mix model to quantify the impact of paid, owned, and earned media channels.
•    Incorporate seasonality, budget shifts, and external factors (e.g., economic indicators, brand campaigns) into model design. 
•    Present model findings with actionable budget allocation and optimization recommendations. 
•    Maintain documentation of assumptions, model inputs, and methodologies for transparency and reproducibility.
3. Goal setting, reporting and optimization
•    Collaborate with internal marketing and business teams to establish annual and campaign-level KPIs aligned with strategic goals. 
•    Produce monthly and quarterly performance reports summarizing media efficiency, conversion trends, and ROI insights. 
•    Provide regular media optimization recommendations informed by data from attribution models, mmm outputs, and platform performance. 
•    Ensure reporting dashboards and deliverables are automated, visually clear, and accessible to key stakeholders. 
•    Support executive-level summaries highlighting progress toward goals and opportunities for performance improvement on a weekly basis.
4. Predictive and advanced analytics projects
•    Execute ad hoc analyses leveraging predictive modeling, regression, or machine learning techniques to support business objectives. 
•    Develop forecasting tools for media performance, lead generation, and arrival volumes. 
•    Partner with internal stakeholders to identify key business questions and design analytical approaches to address them.
•    Translate analytical outcomes into business-ready recommendations with clear next steps.
5. Collaboration, governance and deliverables
•    Work closely with internal analytics, media, and strategy teams to ensure alignment on definitions, metrics, and data sources. 
•    Maintain data integrity and consistency across reporting environments and business units. 
•    Deliver project-specific documentation, model outputs, and presentation materials summarizing findings and recommendations.
•    Provide ad hoc analytical support and consultation as new marketing initiatives are developed or launched.
- Mar-tech strategy, best practices and optimizations
•    Assess current analytics set-up, tools and infrastructure to identify gaps and inefficiencies 
•    Provide onsite education sessions on the importance of testing, general guidelines to follow, and how md Anderson can leverage technologies 
•    Design a marketing analytics strategy for all initiatives (including initiatives managed by other vendors) leveraging adobe analytics and customer journey analytics, google campaign manager, ad form, Tealium, domo and any other future tools (e.g., CRM). 
•    Strategies should include, but are not limited to:
o    Objectives and key success metrics
o    Measurement approach and definitions
o    Recommended mar-tech tools
o    Architecture for data and data source integrations
o    Roadmap for action
o    Audience segmentation
o    Tracking codes naming conventions
o    Attribution
o    Testing.

- Pre-Submittal Conference Date: January 16, 2026