Military Advantage turns to Unica for customer insight

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Military Advantage, an online network serving the US military, veterans and their families, has implemented Unica Corp.'s NetInsight OnDemand Web analytics tool in a push to improve customer service and user engagement.

The site, at Military.com, will use Unica to track how its 10 million members interact with different elements of the site and how prospective members respond to its acquisition marketing campaigns. Military Advantage chose Unica NetInsight largely for its flexibility and the ease with which it could be integrated with the site's other systems. The goal in implementing the Unica tool is to mine and segment customer data to improve the site experience and identify revenue opportunities.

“Being an online site that is also a free membership organization means understanding our members and visitors is very critical,” said Breanna Wigle, CRM manager at Military Advantage. “So we wanted to find a solution that could help us understand that better.”

Unica NetInsight will track behavioral data as well as quantitative interactions with the Web site. The tool will also help Military Advantage looks at different customer segments in more depth.

“The next step is really to understand how different segments are using different areas of the site,” Wigle said. “We have a large site with a variety of different tasks that users can complete, so we're focused on empowering each of the channel or product managers to understand how visitors are interacting with products so we can optimize them and make them more useful to grow our presence and serviceability to our members.” 

Military Advantage, a subsidiary of Monster Worldwide Inc., offers members access to their military benefits, career resources, discount offers and social networking. The company also develops affinity marketing and communications programs for government agencies and companies serving a military audience.

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