Is Your Data Incomplete, Outdated or Just Plain Wrong?

Theresa Witham, CUES Managing Editor and Publisher
Theresa Witham Photo
Managing Editor/Publisher

2 minutes

From the editor

Several years ago, there were reports about how Target uses predictive analytics to identify customers who are pregnant and then markets to them accordingly. A New York Times article included the story of a father who was upset that his teenage daughter received coupons for baby clothes and cribs … until his daughter confirmed that she was expecting.

Therefore, I was not taken by surprise when, soon after reading about it, I received an email from Target congratulating me on my new baby. Except I wasn’t pregnant. I still sometimes wonder which combination of purchases it was that put me in the wrong bucket. I laughed it off and told the story a few times. But I can easily imagine how upsetting that message could have been be for a different woman in a different situation. 

That is an extreme example of just how bad inaccurate data can be. But bad data isn’t always wrong data. As our cover story explains, bad data is also incomplete or outdated information about your members.

“Bad data happens more often than we think,” says Karan Bhalla, CEO of CUES Supplier member CU Rise Analytics, Vienna, Virginia. “Everybody is having a lot more information thrown at them every day. Managing all that data requires a big culture shift and new expertise.”

Read "Up the Octane" for six strategies to help keep your credit union’s data clean.

If your credit union has growth goals, view our special report to read stories of three credit unions that are growing strategically.

“We can’t possibly help members grow and advance on their own journeys if we’re not willing to do the same,” says CUES member Shawn Hanson, CEO of $850 million Marine Credit Union, La Crosse, Wisconsin. “Growth is required so we can invest in products, services and technology to reach more people and stay relevant for their evolving needs. The same is true for our team. Our mission demands we’re equally committed to advancing the lives of our team members through career development opportunities.”

This month, CUES is launching a new way to invest in the next generation of credit union leaders. CUES Emerge updates and evolves the long-running Next Top Credit Union Exec challenge for emerging leaders of all ages. CUES CEO John Pembroke explains more about the new program in “Educating Emerging Leaders.” Visit for details and to apply.

Theresa Witham
Managing Editor/Publisher


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