Data-driven marketing lets you show members you know them and can address their financial challenges, says Josh Wilson, senior vice president of marketing at $2.1 billion asset Whitefish (Mont.) Credit Union.
He says credit unions often encounter two challenges in this area:
To make investments in data-driven marketing pay off, Wilson says credit unions must translate data into actionable insights.
He adds that data-driven marketing communications must show you know who your members are, which includes using their preferred channel for engagement.
“The heart of data-driven marketing,” Wilson says, “is understanding your membership and communicating how your credit union can solve members’ financial challenges.”