USAF - AETC Analytics Dashboard - MRAS

The General Services Administration (GSA), on behalf of the United States Air Force (USAF), is conducting market research to support the Air Education and Training Command (AETC) in its efforts to enhance recruiting strategies for both the Department of the Air Force and Space Force. The primary objective is to solicit proposals for the development of a comprehensive marketing analytics dashboard. This initiative aims to aggregate, analyze, and visualize data in real-time, thereby enabling informed decision-making processes that optimize brand performance, campaign effectiveness, and overall marketing efficiency.

The scope of work involves designing and operationalizing a unified platform that integrates various data sources across multiple channels such as websites, social media, direct marketing efforts, and more. The dashboard will provide AETC with real-time visibility into key performance indicators (KPIs) such as conversion rates and campaign ROI. It will also incorporate advanced technologies like artificial intelligence (AI) and machine learning (ML) to offer predictive and prescriptive analytics. The integration with existing Department of Defense systems is crucial for aligning with specific recruiting needs targeted at engaging individuals aged 17-42 through various marketing initiatives.

Additionally, the contractor must ensure compliance with Department of Defense cybersecurity standards while maintaining privacy and accessibility requirements. The dashboard will serve not only as a tool for monitoring performance but also as a strategic asset for enhancing recruitment strategies by providing insights into audience targeting and engagement metrics. This includes integrating brand performance metrics from proprietary research to measure favorability and consideration among target demographics.