To out-market the national banks, the secret weapon of a credit union and community bank is attribution.
Attribution allows you to assign a value to every part of your marketing campaign. This is important because if you’re running a Google and Facebook ads campaign, and someone clicks on a Google Ad, applies for a loan, then becomes a member, Google Analytics would give all the credit for the new member to that Google Ad. Yet if an attribution process was installed, you might find out this new member clicked on two Facebook Ads over the last couple months, then finally clicked on the Google Ad.
This kind of insight is very important because it indicates how people interact with your ads, the sales cycle of an average member, and sequence of marketing channels that are the most effective and cost-efficient.