ID Description Detail Supplier Response 7.1 Real-time campaign
reporting
Up-to-the-minute, web-based multilevel reporting on campaign performance and customer behaviour.
7.2 Reporting areas Sent, Delivered, Inbox delivery, hard bounce, soft bounce, opens, total clicks, unique clicks, unsubscribed, forwards, social views, conversions, etc. 7.3 Mobile usage Ability to track all mobile usage. 7.4 Detailed reporting on
bounced messages
Detailed reporting on bounced messages in order to discern why a message bounced. 7.5 Post click-through
reporting
Post click-through reporting such as clickstream behaviour.
7.6 Segmentation by previous campaign history
Ability to segment by previous campaign history (sent, delivered, opened, clicked, etc.).
7.7 Segmentation Ability to segment by post-email metrics (conversions, bookings, downloads). 7.8 Segmentation Ability to segment by type of link clicked. 7.9 Segmentation Ability to segment by repeat clicking. 7.10 Forward to a friend Ability to track forward to a friend activity. 7.11 Social reporting Ability to track Social Media engagement
from email campaigns. Segmenting and retargeting social media subscribers to see what they are saying on social networks. Monitoring email contacts who are active on social networks to identify top influencers. 7.12 Reports Ability to export reports in various formats
(Excel, CSV, PDF).
7.13 Bespoke reports Ability to create bespoke reports and outputs.
7.14 Reports storage time Unlimited time for reports storage on the system.
7.15 Automated reports on individual campaigns
Scheduled reports on individual campaigns to various users.
7.16 Automated reports per account
Scheduled reports on individual accounts to various users.
7.17 Automated reports on overall performance
Scheduled reports on overall performance of all campaigns within all accounts. 7.18 Total report figures Displayed results for up to 12 months on
overall performance of all campaigns within all accounts from a single view.
7.19 Live A/B results Displaying live results for A/B tests per each version: ability to test on any creative or offer element, including subject line. 7.20 Delivery alerts Delivery alerts and confirmations. 7.21 Response trends Ability to show response trends.
7.22 Top performers Ability to pull put a list of top performers. 7.23 Stats comparison tool Ability to easily compare results of various
campaigns.
7.24 Reports filters Ability to filter reports by date, type of message and other parameters.
7.25 Reports comparison Ability to compare year on year results on the same screen.
7.26 Chronological display Chronological display of reports/sent
campaigns with latest appearing on the top. 7.27 Heatmap showing
highest clicked areas
Heatmap showing highest clicked areas within a newsletter.
7.28 A/B testing results displayed live
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ID Description Detail Supplier
Response 7.29 Automatic bounce
handling
Automatic bounce handling.
7.30 Reports of email clients Ability to view full reports of email clients per campaign.
7.31 Quick report download Easy to export large amounts of data. Reports.
7.32 Graphical reports comparison
Graphical comparison of selected campaigns with the ability to select parameters to display within report. 7.33 Reporting tool In-built or third-party reporting tool (Return
Path) as part of the package.
7.34 Actionable reports System to indicate how to correct problems it detected (e.g. rendering, deliverability). 7.35 Master reporting Master reporting toolset that pulls in data
from different departments/accounts. 7.36 Flexible reporting Ability to customise reports.
GROUP 4: Mobile
Summary: To leverage current website content and contact points to increase data capture and Sales. Please note that this group of requirements is an „option‟ that will be evaluated separately - and should be separately priced by the potential suppliers.
ID Description Detail Supplier
Response
1 M-commerce To support and leverage the ticketing solution (GROUP 5), enabling people to easily book their Kew tickets on key mobile platforms. It will also support the viewing and sales of selected products from shop.kew.org together with tickets.
2 Mobile marketing • Statements covered in GROUP 2 regarding campaign delivery apply within the mobile environment where the user has expressed this as a preferred
communications channel (2.6 - personalisation cross channels; 2.8 triggered messages; 2.15 real-time response management; 2.16 viral
effectiveness; 2.17 offer result reporting) • Allow tracking of responses to mobile ad serving / SMS campaigns from first click on ad through to point of purchase.
• Device recognition in order to determine which platforms to prioritise when resources are constrained.
• Accommodates delivery and
measurement of mobile SEO campaigns with different user responses (click to call / click to visit URL / click to contact-form / click to purchase) – integrates results into dashboard proposed in GROUP 2. • Supports the future potential for tracking and measuring effectiveness of geo-based targeting.
3 Mobile web Mobile website: Convert top 20 visit related pages on the kew.org website, and allow Kew to edit content easily on these pages via a mobile site builder.
4 Language support Support mobile ecommerce, ticket sales and visit pages in: Mandarin, Korean, Japanese, French and Spanish
5 SMS messaging Text (SMS) messaging. Use opt-in SMS message reminder service on site to trigger secondary spend, e.g. the next Explorer train leaves Victoria gate in 15 minutes. Also support fundraising campaign (e.g. Vodafone Justgiving campaigns), and data capture (send a text to X to enter into sweepstake).
6 Track mobile permissions
Only send mobile communications (for example SMS text messages) to people who have opted in to receive them. Mobile communications can also include location based services.
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ID Description Detail Supplier
Response
7 Platform support Mobile web and m-commerce solutions must have an out of the box native capability to operate on all of the following mobile platforms: - iPhone - iPad - Android Smartphone - Android tablet - Blackberry
8 User interface Mobile web to be capable of displaying the same or similar screens/forms as the online version, dependent on the type of data.
9 Mobile web strategy Advise on best executions for Kew's mobile web, marketing and m-commerce.
10 In garden upsell Ability to offer ordering of Kew products when roaming the garden and being inspired (leveraging plant recognition in app, or signs posted).