White Paper

Marketing & BD Leadership – Leveraging Data Analytics & Business Intelligence

By Beth Stetenfeld

posted 06.13.2019 (M & BD)

Credit union lenders and marketing professionals use data as a catalyst to grow their credit unions. These disciplines, as a team, are in the position to leverage data to drive growth strategies—including membership growth, loan growth, and product usage. Lenders and marketers also pair well to use behavioral/predictive analytics to pinpoint member needs.

This white paper explores:

  • Methods for leveraging data to build a data-minded organizational approach: using data to fuel growth through specific strategies and tactics;
  • Tools and resources needed for the process, and ways in which finance and technology can support the work of lending and marketing/business development;
  • Techniques for transferring business intelligence (BI) and analytics into fast-acting, finely-targeted messages that spur immediate action from members and potential members—a sort of marriage of science and strategy—weaving BI/analytics into the credit union’s digital marketing strategy for loan, product, and general growth;
  • Results: specifically defining measures of success and discussing how an expertly-implemented data and BI strategy can be expected to affect the organization; and
  • Strategies to ensure lending and marketing professionals are on the same page strategically with the use of data.

Also available: One Page Summary

 

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