Not too many years ago, the idea of someone using big data tolearn our behavior patterns might have conjured up an uneasy visionof a George Orwell-inspired world, with mainframe computersspitting out information about our every move. But today's realityis that most of us appreciate it when travel search engineKayak.com recommends where to go on vacation or Netflix suggestswhat to watch on TV. In fact, we expect businesses wefrequent 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. Heexpects to receive a text when his credit union has an auto loansale, but he doesn't want to hear about your mortgage rates. Andbecause “Kathy” is a busy working mom with a third grader and apreteen, she wants you to understand why she prefers mobile bankingto a trip to the branch … most of the time. All of your membersexpect you to use what you know about them to connect in ways thatshow your credit union is paying attention to their uniqueinterests.

What consumers don't expect from your credit union is aspray and pray approach to marketing. Not only is that so 2010, itisn't very effective. Baker Tilly often partners with MEMBERSDevelopment Company and its credit union owners on initiatives likedetermining the best ways to use data analytics to reach and engagemembers. Our most recent research shows 79% of the credit unions wesurveyed listed personalization as a moderate to very highpriority. Why? Because they know it's what members want andexpect.