Map Intelligence on frontline of US Army recruiting effort


"Users enjoying the benefits of interactive map-based analysis now extend all the way to the battalion level, to ranks such as Command Sergeant Major and Lieutenant Colonel."

Rod Lunger, GAMATT Program Leader, US Army, Recruiting Command


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When the United States Army Recruiting Command and Army National Guard Recruiting wanted to track the progress of inducting recruits from first contact through basic training, based on their location, they turned to Map Intelligence.


The platform used to build US Army Accessions Command’s Graphical Accessions Mapping Analysis Tool (GAMAT), Map Intelligence has has been rolled out to more than 2,000 US Army and National Guard recruiting offices across the USA. 



Interactive, web-based Map Intelligence applications have helped cut the time it takes to start talking to new recruits by up to 75 percent and given new insights into GoArmy marketing campaigns.


United States Army Recruiting Command (USAREC) is responsible for recruiting around 80,000 soldiers a year across the nation for over 150 different jobs for soldiers on Active Duty and over 120 in the Army Reserve.

Army recruiters compete for talent in a tight human resources marketplace, against both the other armed forces and external business recruiters. Only a small percentage of applicants will be eligible and only a few of these will make it through basic training.

“We are competing for that small group of people who have the right qualifications,” says Rod Lunger, a retired Army Recruiter who is now in charge of the Graphical Accessions Mapping Analysis Tool (GAMAT) program, based at Fort Knox, Kentucky.

“We are continually looking for tools that can give us the competitive edge, tools that can improve our operational efficiency and give us better intelligence about our marketplace.”

As many as 3 million potential recruits are clearly identified as interested in joining the Army each year.

The Army differs from conventional civilian recruitment in that a candidate is not considered as a completed hire just because he or she was accepted for basic training.  The recruit has to be tracked all the way through boot camp to first assignment to be considered successful.

“We are not looking for ad hoc leads, but at someone who has called us or emailed recruiting command or who has gone on to the Internet ( and requested information,” Lunger said.

Recruiting Station Commanders collect information about prospective candidates in an Oracle (Hyperion) Business Intelligence system. A MapInfo mapping server is used to render the maps.

The piece that was missing was a way to link all this valuable information in the BI system to the mapping system in a way that could enable any recruiter in any office throughout the country to analyze that data by location, whether by county, by city, by college or by ZIP code.

“Soldiers coming into the Army today are computer savvy; almost all have used a computer and most have used the Internet,” Lunger explains.

“Our soldiers will proactively search for anything that will help them do their job better. Prior to using Map Intelligence there had been some attempts to utilize or mashup other mapping tools with limited success.

“But web-based geospatial business intelligence is a highly specialized arena. Mostly, we were just wading through lines of applicant names and addresses on a spreadsheet and manually plotting them on a map.”

At a Hyperion User Group conference in 2004, the Army learned about Map Intelligence, a product that enables the fast development of interactive browser-based mapping applications without the need for programming skills.  

Map Intelligence offers proven out-of-the-box integration between location and spatial analytics and enterprise decision support and BI applications.  The Map Intelligence middleware server is a true Service Oriented Architecture (SOA) spatial hub that can interoperate with any application or mapping server and augment in-house data and imagery via web services.

The US Army Recruiting Command began a pilot project in 2005. Integeo initially rolled out Map Intelligence to 30 users for the Army and National Guard. 

A subsequent rollout of Map Intelligence to more than 2,000 US Army and Army National Guard offices was completed in 2007.   From the start, minimal training has been required.

Users enjoying the benefits of interactive map-based analysis now extend all the way to the battalion level, to ranks such as Command Sergeant Major and Lieutenant Colonel.

*Please note: This statement does not constitute an endorsement by the Department of the Army or Department of Defense.



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