Don’t Let Bad Data Ruin a Good Time!

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I had always wanted to be a tourist. Sure, I had traveled, but I never got to be the kind of tourist that rides an actual tour bus. I wanted the full experience—you know, the cheesy bus tour with the guy in the front who gives you a play-by-play of all the famous sites and landmarks you are passing. Well, I finally got my chance. I was visiting LA, Hollywood to be exact. I had come in a day early to avoid the ridiculously long day I usually put in when I take the red-eye in from Connecticut. It was a Sunday, and it was beautiful.

After passing roughly 802 guys who tried to hand me CDs on the sidewalk and then ask me to pay for them, I got roped into a tour bus ride. A persuasive salesman offered me a deal as I walked by, and sucker or not, I bit. 20 dollars. 90 minutes. Not too bad, right? And, by the way, who hands out CDs anymore? Where do you even play them? But that’s another conversation altogether—back to the bus!

I bought my pass, boarded the open top bus, secured my place in the back, and was ready to be enlightened with fun facts and trivia tidbits. That enlightenment I was seeking…. never happened. The driver, who was a struggling comedian for reasons that were painfully obvious, peppered our minds with a wave of INCORRECT info (data). Of course, I corrected him. More than once. Four, maybe even five times.

Incorrect info (data). Whether it’s presented on a Tinseltown tour bus or in a place of business, it’s a problem. Unfortunately, we’re not always savvy enough to realize when the facts aren’t correct. And, what’s worse, sometimes we make decisions based on those facts—decisions that affect us and others. If you’re a credit union, misinformed decisions can have a damaging impact on your members—and your bottom line.

As the world moves forward into a data-driven decision-making process, it is imperative to trust and verify the accuracy of any data used to create products, services, and promotions. Pull lists? Use them in a timely manner and remember to update them! All too often, stale data is passed along for a variety of reasons. Maybe IT hasn’t had time to get to it. Maybe Marketing doesn’t have access. Maybe (and sadly) people think that 30 days, 60 days, or even 90 days is “recent enough.” Behaviors change, credit scores change, emails and addresses change, people pass away—or on a happier note, simply decide to relocate.

To increase the accuracy of your communication, automate list generation whenever possible. Not only does this save valuable time, it also reduces the need to filter out people who are no longer in your target demographic. Nothing feels as impersonal as when a store, company, or financial institution you already do business with sends you a marketing piece that is either irrelevant to your needs or trying to offer you a product or service you already use.

People want their interactions to matter, to feel that their time isn’t wasted. They want to walk away from a conversation, an article, a phone call, or even a tour bus in LA feeling like they learned something. They want to be inspired, motivated, or at the very least feel like they have a better chance at winning the $1,000 question on Jeopardy. When they miss out on that feeling, they might feel slighted, wish they could get that time back, or in the worst case, decide to take their business elsewhere.

Let’s face it—there are worse things in life than taking a $20 tour bus ride on a sun-kissed afternoon in Los Angeles. If nothing else, the experience gave me some entertaining content to write about! But if I had accepted the driver’s information (as I’m sure many others have), I would still believe that in the movie Pretty Woman, Julia Roberts was shopping at David Yurman on Rodeo Drive. Oh, the travesty!

Seriously. Data ROCKS! Data is incredibly POWERFUL and can help us make our members feel SPECIAL! And, at the end of the day, those of us in Credit Union Land understand that it’s the member experience that truly makes us stand out from the crowd.

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Sara Breckbill

Social Media Manager

Sara is YMC’s very own Social Media Manager, and she has the experience and know-how to take your social media presence to new heights. Since her first college course on social media marketing, she’s known, “This is something I could do, and be happy doing it!” Her three guiding principles in branding: consistency, relatability, and humor. She knows people remember things that make them laugh or make them feel seen, so it’s no surprise she excels at crafting strategic and engaging social media content. Her advice to young marketers is the same motto she lives her life by: Enjoy the journey! Collaborative and creative, she feels right at home at YMC.
 
In her downtime, Sara enjoys Japanese food, hot or iced coffee, and listening to her favorite singer-songwriters. Some day, she hopes to visit Niagara Falls in person, but in the meantime, she’s happy to enjoy the journey.
Mandy Garman headshot

Mandy Garman

Graphic Designer

Meet Mandy, one of YMC’s in-house Graphic Designer phenoms! Honing her craft from an early age, Mandy constantly strives to innovate design and refine her artistic techniques. An avid believer in “quality over quantity,” she feels right at home with YMC’s focus on details and dedication to providing unique strategies. In fact, her marketing philosophy reflects this drive for excellence and commitment to substantial work, “Brand consistency is key for all marketing materials. Also, I believe less is more in graphic design. White space is your friend, and the logo does not always need to be the main focal point.”

A Nashville native, Mandy is intimately familiar with the profound effects of great art and stellar design. Especially influenced by the city’s music scene, one of her lifelong ambitions – besides trips to Italy and Japan – is to professionally create album covers. When she isn’t practicing her craft, you might catch her out and about enjoying matcha boba tea or at her favorite dining establishment: Mas Tacos. That, or obsessing over her Persian cat, Benny!

Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
 
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
 
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche

Copywriter

Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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