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Big Data boxBig data this. Big data that. While the term used to mean a lot of things, to Russell Palmer, targeted offers are where it’s at.

Palmer is card services manager at the $1.9 billion Spokane Teachers Credit Union in Spokane, Wash., and has been using the ability to sift through large stores of data from different sources to focus on things like behavioral segmentation, balance transfer offers and rewards programs for the cooperative’s 57,000 credit card accounts and about twice that many debit card holders, he said.

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