Digital Transformation Agency

DTA personalisation proof of concept

Important dates

Opportunity ID
Deadline for asking questions
Tuesday 24 April 2018 at 6PM (in Canberra)
Closing date for applications
Friday 27 April 2018 at 6PM (in Canberra)
Friday 20 April 2018


Write a summary of your brief

The Digital Transformation Agency (DTA) wants to explore how non-authenticated data driven personalisation can be applied across Australian Government websites to improve the user experience. We are seeking a vendor to help us run a trial to better understand the issues and opportunities.

What is the latest start date?
21 May 2018
How long is the contract?

8 weeks

Where can the work take place?
  • Australian Capital Territory
  • Offsite
Who will the specialist work for?
Digital Transformation Agency
Budget range

The DTA is open to the payment approach recommended by the vendor.

About the work

Why is the work being done?

Results will be shared amongst Australian Government agencies to improve our collective understanding of the issues and opportunities around data-driven personalisation, and to explore the benefits of a whole of government approach.

What's the key problem you need to solve?

Understanding of the issues and opportunities around personalisation is fragmented across government. We are seeking to develop a whole of government view on the issues and opportunities around this technology, we are not seeking to implement a production-ready solution.

Describe the users and their needs

DTA will be considering the needs and impacts on several user groups during this proof of concept work:

1. The end users of the personalised service offering

2. The government agency users respnsibile for developing and managing websites and other digital services

3. The government agency users responsible for configuring personalised offerings

4. Third parties involved in or impacted by the personalised service offering

What work has already been done?

Many government agencies are also exploring this space. DTA will be talking to many of those agencies as part of this work.

Who will the work be done with?

The successful vendor will be required to work closely with the DTA and other government agencies involved in this work. The DTA will likely bring together a multi-disciplinary team, including the vendor, and other government and private sector specialists, to deliver this work.

Any additional relevant information?

What phase is the work in?

Work setup

Where will the work take place?

The DTA, 50 Marcus Clarke Street, Canberra, relevant government agencies (when required) or remotely.

What are the working arrangements?

Vendor will be required to meet regularly with the DTA and government agencies and participate in day to day team management activities (sprint planning, daily standups), however this can be done via video call if required. All other work can be done at the vendor’s workplace. We will take advice from the vendor on the roles and effort required to meet our desired outcome, noting that the vendor will be the primary source of expertise on use of the software/platform.

Is security clearance required?

Any proposed personnel working on site will be required to have a current Commonwealth Government baseline security clearance. We will negotiate with the successful provider if this is not the case.

Additional information

Additional terms and conditions

Skills and experience

Buyers will use the essential and nice-to-have skills and experience to help them evaluate sellers’ technical competence.

Essential skills and experience
  • The vendor must offer software and or other technical services that enable data-driven personalisation on websites and other digital products
  • The vendor must having experience applying data driven personalisation to websites in the public sector or other relatable sectors
  • The vendors products and services must be able to be used within the Australian Privacy Principles
Nice-to-have skills and experience

How sellers will be evaluated

How many shortlisted sellers will you evaluate?
Proposal criteria
  • Approach and methodology
  • Technical solution
  • Value for money
Cultural fit criteria
Work as a team with our organisation and other suppliers
Payment approach
Capped time and materials
Assessment methods
Written proposal
Evaluation weighting

Technical competence

Cultural fit


Seller questions

Seller questions
Seller question Buyer answer
1. Under assessment methods you have written proposal however on the apply page there is only text boxes to respond to the 3 skills questions without an option to submit a document. how would you prefer respondents to present their solution? If you are shortlisted from the written criteria, then you will be invited to submit a full written proposal.
2. 1. Do you currently have personalisation strategy defined for an authenticated user? 2. Is there a current process in place to identify the unauthenticated user? Do we have a single UID 3. Do you have a current view of an end to end authenticated user journey? 4. Do you currently have a DSP & Marketing automation tool? 5. How do you currently segment your customer, how do you test & validate your segments? 6. What key outcomes/ measure of success are you looking to achieve by personalising the unauthenticated user journey. We are only considering unauthenticated personalisation as in scope. Authenticated personalisation is currently out of scope. We don't have a DSP or Marketing Automation Tool. This phase will be experimentation of personalisation technology to address a simple scenario agreed with a partner agency, we expect segmentation to be part of the subsequent phase. Our measure of success will be if we develop an informed view of the personalisation technology and assess its potential use in a future alpha prototype (subsequent phase). We also expect to define a target state view of how personalisation could be applied.
3. 7. What are your current first, second and third party data capture sources and how are they currently stored under SST . 8. What are the different marketing channels currently being used to communicate with your unauthenticated and authenticated user. The purpose of this phase is to experiment with a technology potentially with mock data sets. We don't intend for this to be productionised. Marketing channels will be relevant to the scenario chosen as part of project mobilisation.
4. 1. What are the levels of personalisation DTA want to deliver in the near future? 2. What personalisation are DTA doing today for their users? 3. What information is required to define a unique non-authenticated user? 4. Do all non-authenticated user have single UID? If they do, then how does DTA generate, maintain and upgrade this UID once user is authenticated? 5. Is the personalisation experience limited to Web browsing or needs to be extended to mobile apps? 6. What are the different data sources available and accessible today for consumption? At what level is the data captured? The DTA would like to work with an agency to build a simple use case experimenting with dynamic personalisation based on user segment. There will be no personalisation involved in the current state of the agency scenario selected. Re: identification and UID, this will be assessed as part of the experiment parameters, it will not be a productionised instance. At this stage we are only interested in web browsing.
5. 7. How much historical data is available and accessible for consumption? What is the frequency – real time, hourly, daily, weekly, monthly? 8. What are the typical goals of your websites ? 9. How are your KPIS and success measures communicated back to stakeholders? 10. What software and technology do you use to drive your current approach to personalization and experimentation? 11. Are you or will you be extending your content strategy to cover personalisation of content and messages across un-authenticated web and other channels 12. Does the DTA have any rules engine or decision hub software, tools or capability No historical data is available, this is an experimentation phase. The scenario we'll partner with an agency to deliver hasn't been chosen yet so there is no information on goals, KPIs or current technology/CMS. We would be interested in modifying the content strategy of the experiment scenario to be suited to personalisation. the DTA have no rules engine or decision hub software.

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