Google Analytics and Webtrends WTO

This Planned Procurement Notification (PPN) has been issued by Train Information Services Limited (TISL) trading as Rail Delivery Group (RDG) under the auspices of its members Train Operating Companies (TOCs) who operate main line passenger train services in the United Kingdom.

RDG will look to procure a UK-based Google certified service partner for its ongoing Google Analytics 360 (GA4), Google Tag Manager 360 (GTM) and Big Query management across its core digital products: National Rail Enquiries (NRE), Railcard and Days Out Guide as well as the ongoing service and management of Webtrends WTO on NRE.

RDG will look to award a service contract in November 2026 with a view for the incumbent service to be transferred to the winning Bidder, if necessary, tested and approved for go live on 1st April 2027. Associated licence contracts for Google Analytics and Webtrends WTO will be required from the winning Bidder in addition to the Services.

The GA4 and GTM service allows RDG to record, track and measure user behaviour and ROI management information as well as manage integration scripts and tags. Webtrends WTO allows RDG to carry out conversion rate optimisation activity on NRE only. The following is a list of potential required services:

• The winning Bidder will be expected to have regular, monthly meetings face to face at RDG's offices in London, as well as ad hoc meetings free of charge;
• The winning Bidder will also be RDG's GA4 360 Premier Partner and Webtrends WTO partner qualified under Google Services for UX Personalisation, Site Speed and Progressive Web Apps;
• E-commerce analytics
• Conversion rate analysis
• Progressive Web Apps
• Server side analytics
• OneTrust
• Big Query (Enterprise level)
• Bespoke LookerStudio dashboard intake and ongoing management
• GDPR (Compliance and capability)
• UX design and development
• Transport and Travel - rail is preferable
• Client credentials for all the above
• Client NPS
• Analytics employee size
• Datalayers and tagging related to GTM. Suppliers will need to have knowledge of datalayers, building javascript variables and building tags for GA4