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This sponsored content article is provided to the credit union community for shared insights and knowledge from a recognized solutions provider in the industry. Please note that the views and opinions offered here do not reflect those of Callahan & Associates, and Callahan does not endorse vendors or the solutions they offer.

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July 21, 2014

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Nate Wentzlaff

7/22/2014 10:02 AM

Great article CU Direct, I am wondering how you see the Data Warehouse playing role in finding these new opportunities. Data integration gives credit union employees a 360 degree view of their member. This view provides them with valuable insight regarding profitability of each member. Member profitability would guide decision makers and provide better policies for the credit union to follow. Assigning each member a "profitability score" could guide employees when making lending decisions. Let' say a member with a $2 Million CD and a $200K Mortgage at the credit union is sitting at a dealership and is looking for their credit union to match the dealership rate. Currently, without a 360 degree view of that member, employees are making decisions strictly based upon one-size-fits-all guidelines. I believe strongly that integrating all of the credit union data into a data warehouse is the first step in gathering these new insights. Without data integration, employees will see all members at the same profitability and will not make decisions guided by the data. With Data Warehouse and Analytics becoming affordable and effective throughout the credit union movement, now is the time to get serious about the data that resides in the credit union. If credit unions do not utilize this data, many other companies (who are waiting at the door) will seize these opportunities. The ball is in the credit unions' court. Nate Wentzlaff Data Analytics Specialist, OnApproach

Bill Meyer

7/25/2014 6:18:48 PM

Nate, many thanks for your comment. We agree with you on the topic of data management -- fully utilizing the data that is available to credit unions is vital to opening new lending opportunities and growing loan portfolios. CU Direct has made a considerable investment in offering data warehouse and data management services to credit unions of all sizes for the last seven years through our Lending Insights data warehouse, data management and business intelligence solution. If you are interested in more details about this solution, you may contact Michael Cochrum (, our Sr. Director of Analytics and Advisory Services.

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