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The Marine Corps is Recruiting Big Data

By   /  January 14, 2014  /  No Comments

Marine Corps Recruiting Booklet, 1940by Angela Guess

A new article in AdAge.com reports, “United States Marine Corps Lieutenant Colonel Raphael Hernandez is thinking about attending South by Southwest, the ever-expanding Austin music, film and digital-media fiesta to be held in March. Like countless corporations, brands and marketers, the USMC wants to learn about new approaches to media and data-driven marketing, bound to be a hot topic at this year’s event. ‘We look for opportunities to attend conferences that may provide us an opportunity to interact with early adopters. There’s definitely an interest in terms of my team attending,’ said Lt. Col. Hernandez, assistant chief of staff for advertising for the Marine Corps Recruiting Command.”

It continues, “Today, the USMC analyzes data from the Department of Defense’s own prospect lists, direct interactions through email or digital ads, third-party demographic data, 2010 Census data, voter file data and behavioral and purchase transaction data from outside sources including Acxiom. ‘I spend the time and put resources against ensuring my team on the Marines side is provided further education of what’s happening in industry in terms of big data,’ added Lt. Col. Hernandez. ‘We’re not experts at it but we’re getting a lot smarter.’ ”

The article adds, “The USMC modernized its approach to data-driven recruitment in 2007 with an in-house database. Before that the system was antiquated — not unlike that of lots of current government bodies. Recruiters relied on a ’10-inch thick’ book filled with index cards for each potential candidate.”

Read more here.

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