OCTA aims to procure a ready-made, off-the-shelf analytics solution that enables data-driven decision making for marketing, communications, and outreach with the following goals: • Measure near real-time brand perception and public sentiment. • Identify audience segments and community stakeholders. • Enable data-driven decisions across marketing, outreach, and communications. • Monitor public conversations on social and local media continuously for trends and sentiment shifts. • Evaluate campaign effectiveness and maximize return on investment (ROI) on marketing, outreach, and communications initiatives through data analytics. Required Capabilities: • Sentiment scoring calibrated for transportation-related content using machine learning; should also handle other areas like environmental and policy issues. • Natural language processing optimized for analyzing transit/transportation conversations. • Detection of spikes and emerging topics in public online conversations relevant to OCTA. • Audience segmentation and profiling tools for targeted digital outreach campaigns.
