全球智库信息集成服务系统

• Google search queries can be used to better understand how interest in military careers has evolved over time and geographic location.
• It is possible to use these tools to identify the chief Army-related concerns that potential recruits have, including the qualifications for, procedures for, or benefits of enlisting.
• It is possible to predict with reasonable accuracy what individuals were searching for months before or after searching for Army-related terms.
• Including Google Trends terms in a model of factors influencing the number of Army accessions increases the predictive power of the model.

This report assesses empirical applications of web search data and discusses the prospective value such data can offer Army recruiting efforts. The authors examine three different tools — Google Trends, Google AdWords, and Google Correlate — that can be used to access and analyze readily available, anonymous data from Internet searches related to the Army and to Army service. They found that Google search queries can inform how interest in military careers has evolved over time and by geographic location and can identify the foremost Army-related concerns that potential recruits have. Moreover, by analyzing how search terms correlate across time, it is possible to predict with reasonable accuracy what non-Army related terms people are searching for in the months before or after an Army query. These queries serve as leading and lagging indicators of army-related searches and can offer a glimpse into the concerns of individuals near the time period when they are considering joining. The results suggest that search terms can serve as an indicator of propensity and can be incorporated into models to predict highly qualified Army accessions.

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