Database management, campaign management, data hosting and bespoke database solutions

Concepts

• data services
• bespoke data solutions
• bespoke database solutions
• campaign management
• database management
• hosting
• none database management
• management
• bespoke
• solutions

Location

london

Description

Database management, campaign management, data hosting and bespoke database solutions

Ammendments to Previous Notice

Award Detail

CPV Codes

• 72300000 - Data services
• 79342000 - Marketing services

Indicators

• Contract modified due to unforeseen circumstances.

Legal Justification

The modification is permissible under regulation 72(1)(c) of the Public Contracts Regulations 2015. The need for the Modification has been brought about by circumstances which a diligent contracting authority could not have foreseen because (i) customer behaviour changed significantly due to Covid, with digital adoption accelerating by c.9 years. POL has, therefore, had to pivot data and tech capabilities to align with this including new customer segmentation, data mapping, and mapping tech/analytical capabilities; and (ii) Google (and other platforms/publishers) are removing the ability to target customers using traditional tracking mechanisms and third-party cookies thus placing the responsibility on businesses to use their own first and zero party data to target and retarget customers. These events have been outside POL's control and anticipation and have necessitated POL to modify its contract with RAPP. In order to remain relevant and competitive in light of the aforementioned events, POL had to put in place ways of working, including data mapping and customer segmentation, to leverage POL data across all marketing and web channels to provide customers with personalised experiences and to optimise POL spend in paid media.