Case Study

Extract Business Value From Your Mix Model

Case Study: USAA Leverages A New Model And Processes To Drive Marketing Decisions

January 1st, 2018
With contributors:
Luca Paderni , Samantha Ngo


USAA, a large financial services firm, has successfully leveraged marketing mix optimization to uncover the strategic drivers of the business. The insights helped USAA recalibrate marketing and media performance indicators and optimize future strategic investments, including marketing investments, product development, pricing structures, and organizational support. As a result, USAA was able to grow deeper relationships with its customers, providing relevant offers to increase retention rates and significantly changing the customer experience while divesting itself of wasteful business activities. This report highlights USAA's adoption of marketing mix modeling (MMM) and explains how it adjusted its core business key performance indicators (KPIs) to help guide future investment decisions.

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