Data has always been an important asset, but today, it's indispensable. Understanding new consumer attitudes and behavior, and controlling the use of that data – the psychographic insights currently spread across your many systems and platforms – is the key to anchoring your operation as the nexus of community commerce. Your institution, and the communities you serve, will thrive if controlling data is the core of your strategy.

The chief data scientist for a Silicon Valley app developer once told Shoshana Zuboff, a Harvard Business School and Harvard Law School professor, and author of the book "The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power": "The goal of everything we do is to change people's actual behavior at scale. When people use our app, we can capture their behaviors, identify good and bad behaviors, and develop ways to reward the good and punish the bad. We can test how actionable our cues are for them and how profitable for us."

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