Project Information

Bid Title

Capture's Behavioral Intelligence Platform.

Issuing Agency

Mississippi State University

Location

Mississippi

Published Date

Jul 10, 2026

Closing Date

Jul 20, 2026

Government Level

State & Local

Status

Closed

Ref. #

SSN 267-002

Original Source

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Bid Documents

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Project Description

Submission Deadline Mon July 20th, 2026 at 8:00 am

SSN 267-002

Capture's Behavioral Intelligence Platform.

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Mississippi State University

Notice of Proposed Sole Source Purchase

267-002

Mississippi State University anticipates purchasing the item(s) listed below as a

sole source purchase. Anyone objecting to this purchase shall follow the

procedures outlined below.

1. Commodity or commodities to be purchased (make, model, description):

Capture’s Behavioral Intelligence Platform: This software platform includes proprietary student

behavioral algorithms, marketing automation, and machine-learning-based predictive models

integrated into one platform that supports the entire recruitment and enrollment journey.

2. Explanation of the need to be fulfilled by this item(s), how is it unique from all other

options, and why it is the only one that can meet the specific needs of the department:

Most students who apply to Graduate School are considered “Stealth Applicants”, meaning that

often we don’t know who they are until they’ve already applied. This means there are other

potential students that are interested enough to visit our website but aren’t going to commit

unless we take time to court them. By using Capture, MSU can identify hot prospects before

they apply by incorporating big data, machine learning, and data science to create a proprietary

behavioral Engagement Score (CES) and Affinity Index (CAI). These scores help to guide an

influential communications strategy that is unique to each partner institution and targets those

real-time behaviors.

3. Name of company/individual selling the item and why that source is the only possible

source that can provide the required item(s):

Capture Higher Ed is the only firm in higher education with behavioral intelligence technology.

There is no other solution in higher education that combines student behavioral data,

marketing automation, and machine-learning predictive algorithms to deliver this service.

4. Estimated cost of item(s) and an explanation why the amount to be expended is

considered reasonable:

The cost will be $30,420 for a one-year contract. Based on the ROI from last year, and the

ability to build on the traction we now have with Capture, this is a good investment of our

resources.

5. Explanation of the efforts taken by the department to determine this is the only source

and the efforts used to obtain the best possible price:

The Graduate School has been using Capture for the past five years. After talking with multiple

vendors, it was determined that no other company offered the same thing and all other

companies charged more for what they were selling.

Any person or entity that objects and proposes that the commodity listed is not sole source and

can be provided by another person or entity shall submit a written notice to:

Jennifer Mayfield, CPPO

Director of Procurement Services, Chief Procurement Officer

jmayfield@procurement.msstate.edu

Subject Line must read “Sole Source Objection”

The notice shall contain a detailed explanation of why the commodity is not a sole source

procurement. Appropriate documentation shall also be submitted if applicable.

If after a review of the submitted notice and documents, MSU determines that the commodity

in the proposed sole source request can be provided by another person or entity, then MSU will

withdraw the sole source request publication from the procurement portal website and submit

the procurement of the commodity to an advertised competitive bid or selection process.

If MSU determines after review that there is only one (1) source for the required commodity,

then MSU will appeal to the Public Procurement Review Board. MSU will have the burden of

proving that the commodity is only provided by one (1) source.

Commodity Codes

• NAICS 541511Custom Computer Programming Services
• NAICS 541519Other Computer Related Services

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