Business Model & Strategy (Usaa

Executive Summary

The marketing plan on the USAA has been created to secure additional funding for growth and to inform employees of the company’s current status and direction. The USAA innovation is conducted with one goal in mind; benefit and customer services. In this member-based insurance and banking organization, no idea is a bad idea – there’s a structure in place that makes an innovator out of each and every employee, and their efforts yield 95% participation. The USAA was founded in 1922 in San Antonio, which that is where their heard quarter is located. The USAA membership is open to all who served or are serving in the U.S. military or have received a discharged, and it is also eligible for family members. The USAA provides insurance, banking, investment, retirement and advice to those former members in the U.S. Military and families. “Doug Mowen”, Chief Director of USAA stated: The marketing strategic plan is based on five keys to analytics excellence.

• Define Success: First thing to ask, “What are you trying to accomplish? What is success?

• Target Carefully: When you target your audience, you should incorporate as much as possible from the wealth of data that’s available.

• Align Resources: After identifying who you should or should not target in marketing, you should decide how you will communicate with the customer and how they will communicate with you.

• Measure Carefully: The importance of good measurement is hard underestimate. To do it, USAA uses scientific methodology to examine the available models that it can use for targeting and vehicle assignment. Once it understands budget and success metrics, USAA uses a marketing mix optimization model to determine which channels to use for campaigns. Then it uses a vast suite of prediction models to further refine its target audiences – creating the best chance for success.

• Build Credibility: If you can clearly support and share your analytic results, you will be much more successful at...