About

Professional Background

User Research and Advanced Data Analytics

Areas of Expertise

Experience Measurement

Other organisation memberships

Current: Burning Man Regional Contact, Austin
Former: SCIP, Digital Analytic Association, IEEE, ACM

Short Biography

George Paap is managing a team of analysts focusing on Design for Measurability for USAA's key strategic programs and projects. The team uses exploratory data analysis (EDA), test and control, and post implementation performance assessments to ensure ROI measurement and optimize USAA's strategic investments. Previously George managed large-scale analytic programs for Deposit Product Strategy and Local Markets. George joined USAA in 2010 focusing on web analytics using Adobe Insight and TeaLeaf, and prior to USAA he held analytics and leadership roles at Motorola, Hilton, and Dell, and was a consultant for TeaLeaf. In 2011 George became a Certified Web Analyst from the Digital Analytics Association. George has a degree in Physics from the University of California, Berkeley. He is currently attending the University of Houston to earn an M.S. degree in Foresight.