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Credit unions have only recently begun to leverage data analytics in their marketing strategies, but the impact of these insights has proven profound. With analytics, credit unions are more intelligently segmenting members (existing and prospective) based on borrowing and repayment habits, life changes and other indicators to develop more targeted, timely outreach campaigns to help increase the share of wallet for each household.

According to Codigo’s 2015 Anatomy of the Marketing Department Report, 60% of credit union marketing executives come from the financial industry – not marketing or advertising. This underscores the importance of deploying analytics-driven marketing practices to maximize the ROI of outbound efforts, particularly to market segments like millennials.

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