Not too many years ago, the idea of someone using big data to learn our behavior patterns might have conjured up an uneasy vision of a George Orwell-inspired world, with mainframe computers spitting out information about our every move. But today’s reality is that most of us appreciate it when travel search engine recommends where to go on vacation or Netflix suggests what to watch on TV. In fact, we expect businesses we frequent to know our likes and dislikes.

“John,” a millennial who just landed his first professional job, thinks you should know he’s in the market for a new ride. He expects to receive a text when his credit union has an auto loan sale, but he doesn’t want to hear about your mortgage rates. And because “Kathy” is a busy working mom with a third grader and a preteen, she wants you to understand why she prefers mobile banking to a trip to the branch … most of the time. All of your members expect you to use what you know about them to connect in ways that show your credit union is paying attention to their unique interests.

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