Thursday, March 13, 2008

At the Exhibitor's Show, Day 4: The Data War

You wouldn't think a revolutionary marketing idea would come from our government, especially the armed services. However, when a marketing mind meets the structure and process of the US Army, interesting things happen.

Colonel Casey Wardynski had a problem. He had to improve his recruiting results. Before, Army recruiting was process over results and activity over productivity. Now, since the Colonel has partnered with Fish Software and his event production company to produce the VAE (the Virtual Army Experience), the US Army can not only reach out to their target market, they have measurable results on which to direct their program and report to their superiors--credible information.

One of the best stories to come out of this session was how the Colonel was able to push back when asked to reconsider an event he had removed from the next year's schedule. When asked, he simply reminded his questioner that "here was the data" and that he had already approved the schedule. What can you say to facts?

I'm being brief here, so if you want to learn more go to or Google Virtual Army Experience.

Lesson Learned: Data trumps rank and structure makes measurement possible.


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