A Texas state agency is seeking a vendor to deliver comprehensive marketing analytics services. The selected vendor will be responsible for strategizing, implementing, analyzing, and optimizing the agency’s marketing analytics program. Key responsibilities include measurement, attribution, analysis, advanced reporting, and ongoing testing to support and enhance the agency’s marketing and strategic communications efforts.

Technical requirements include the management and optimization of the Tealium IQ tag management system across all digital properties, such as microsites, landing pages, and social media platforms. The vendor will maintain data layer standards and documentation while ensuring smooth integrations between Tealium AudienceStream CDP and internal as well as external data systems, including CRM platforms, analytics tools, and advertising platforms. Additional support involves troubleshooting tracking issues and data load errors and implementing timely resolutions.

The agency expects the vendor to provide actionable insights into the impact of various marketing channels on awareness, engagement, and conversion outcomes. This includes conducting annual media mix modeling to assess the contributions of paid, owned, and earned media, as well as developing and maintaining advanced fractional attribution models to evaluate performance across the customer journey.