7 ways customer data can identify new marketing opportunities

by Dave Gilbert, Visible Equity

The data your credit union possesses is only as valuable as the creativity you have on hand to unleash its true power.

And generally speaking, no department harbors more creative brainpower than marketing.

Certainly, formulaic data analysis yields a sizable number of black-and-white insights that require no interpretation. You can easily ascertain the number of your members under 35, the percentage of your lending portfolio dedicated to mortgages, or trends in ATM usage over the past five years.

But to move the needle in any real way — whether that be growth in memberships, lending market share, deposits, or any other desired category — credit unions need to move past those baseline facts, seizing on fresh insights derived from observations of customer data and hypotheses that test those observations.