Market
Intelligence Dashboard
Adds DOD Penetration Rate
By CPT Joseph Cordell, USAREC G2
Dec. 16, 2014
Recent updates to the Market Intelligence Dashboard, often referred to as BI Zone, provide the capability to select either Army or DOD penetration rate when researching markets.
The addition of the DOD penetration tab will provide additional insights into market performance.
The MID, which provides market data for U.S. Army Recruiting Command, was developed to replace G2 Web Queries as a single source for data extraction and to provide a common operating picture for all levels of the command.
Previously, the penetration tab on the MID only allowed a user to see the penetration – rate of the number of enlistments made per 1,000 QMA[B1] population in a region – for Army enlistments.
By having access to the DOD penetration, analysts can see how well a market area is being penetrated by all of the services. DOD penetration provides insight into the propensity of an area and also helps determine where to focus recruiting efforts.
Comparing the Army penetration rate to the DOD penetration rate shows the market share for the area. Additionally, comparing the Army penetration rate for the different races/ethnicities to that of DOD shows the relative market strength of each of those races/ethnicities, a metric that is not currently in the MID market share tab.
Having a high Army penetration rate for either an area or a race/ethnicity compared to the DOD penetration rate indicates the Army is doing well in that market. Conversely, a low Army rate with a high DOD rate shows that there may be additional contracts that could be attained in that market if targeted properly.
Caution should be taken when analyzing the penetration rates. When an area’s population is low, the penetration rate could swing greatly by just a few contracts. Targeting these markets just because the penetration rate is high could result in fewer contracts than targeting a larger market with a lower penetration rate.
To highlight how the program update looks, the menu to the right shows the selection options:
Adds DOD Penetration Rate
By CPT Joseph Cordell, USAREC G2
Dec. 16, 2014
Recent updates to the Market Intelligence Dashboard, often referred to as BI Zone, provide the capability to select either Army or DOD penetration rate when researching markets.
The addition of the DOD penetration tab will provide additional insights into market performance.
The MID, which provides market data for U.S. Army Recruiting Command, was developed to replace G2 Web Queries as a single source for data extraction and to provide a common operating picture for all levels of the command.
Previously, the penetration tab on the MID only allowed a user to see the penetration – rate of the number of enlistments made per 1,000 QMA[B1] population in a region – for Army enlistments.
By having access to the DOD penetration, analysts can see how well a market area is being penetrated by all of the services. DOD penetration provides insight into the propensity of an area and also helps determine where to focus recruiting efforts.
Comparing the Army penetration rate to the DOD penetration rate shows the market share for the area. Additionally, comparing the Army penetration rate for the different races/ethnicities to that of DOD shows the relative market strength of each of those races/ethnicities, a metric that is not currently in the MID market share tab.
Having a high Army penetration rate for either an area or a race/ethnicity compared to the DOD penetration rate indicates the Army is doing well in that market. Conversely, a low Army rate with a high DOD rate shows that there may be additional contracts that could be attained in that market if targeted properly.
Caution should be taken when analyzing the penetration rates. When an area’s population is low, the penetration rate could swing greatly by just a few contracts. Targeting these markets just because the penetration rate is high could result in fewer contracts than targeting a larger market with a lower penetration rate.
To highlight how the program update looks, the menu to the right shows the selection options:
Penetration data is displayed for the criteria selected
and can be viewed from the headquarters level down to the center level. The
figure below shows the results of the above query:
You can view levels below the entered RSID by selecting
the organization column header (i.e. brigade, battalion, company, etc.). The
results of selecting the “company” column header are shown below. Additionally,
selecting an organization below the header drills down into that organization. The
time period shows the data for recruiting years selected, for either the year
to date or date range. For the YTD option, the monthly penetration rate is
available by selecting either the RY header to expand or the actual year to
drill down. The date range option defaults to the RCM view.
Further information pertaining to the penetration tab functionality
is in the “Help” document located above the selection criteria in the penetration
tab of MID.
The USAREC G2 periodically conducts Virtual Classroom Server teleconferences where participants discuss the latest production release in MID and planned additions. The development of MID is heavily influenced by suggestions made during these teleconferences. Many of the ideas and enhancements come from center leaders or recruiters and are relayed through battalion S2s.
If you would like to participate, or if you would like to suggest improvements, contact your battalion S2, who is the subject matter expert for MID.
The USAREC G2 periodically conducts Virtual Classroom Server teleconferences where participants discuss the latest production release in MID and planned additions. The development of MID is heavily influenced by suggestions made during these teleconferences. Many of the ideas and enhancements come from center leaders or recruiters and are relayed through battalion S2s.
If you would like to participate, or if you would like to suggest improvements, contact your battalion S2, who is the subject matter expert for MID.