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CUAS Data Journey V3


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CUAS Data Journey V3

  1. 1. Building a Culture of Analytics at First Tech Federal Credit Union Naveen Jain Director, Digital Analytics
  2. 2. Focused on Delivering a Different Banking Experience • We proudly offer a complete suite of financial services including Insurance and Investment Services1 • The NCUA rates us among the safest credit unions in the country2 60 years of service. Established by Tektronix and HP employees. 400Kmembers nationwide 40branches $8 billion in assets 1Securities offered through Raymond James Financial Services, Inc., member FINRA/SIPC, which is not affiliated with Addison Avenue Investment Services or First Tech Federal Credit Union. Investment advisory services offered through Raymond James Financial Services Advisors, Inc. Securities are not guaranteed by the Credit Union, not NCUA/NCUSIF insured, not a deposit, not insured by any government agency, are subject to risk and may lose value. First Tech Insurance Services is a wholly owned subsidiary of First Tech Federal Credit Union. 2Source: 8th largest credit union in the nation
  3. 3. Adobe Hewlett Packard Enterprise HP, Inc. Yahoo Nike CH2M Intuit Intel Cisco Amazon Philips We Serve Innovators Microsoft Hewlett Packard Intel Microsoft Keysight Technologies Twitter Tektronix GoogleAgilent Technologies
  4. 4. + 6,500 Shared Branch locations nationwide + 30,000 surcharge-free CO-OP ATMs nationwide Banking Options Nationwide
  5. 5. What we will be discussing today 1. What does analytics culture mean 2. Business challenge 3. Key requirements of analytics culture 4. How did we do it 5. Early wins 6. Learnings recap
  6. 6. Mindful Decision Making • Respond and not react • Fact based decisions across all levels • Trusted information to the right people at the right time
  7. 7. Business Challenge
  8. 8. When our members are high tech Bank Anywhere Millennials Double Digit Growth Analytics
  9. 9. Key Requirements for Analytics Culture • Executive Commitment • Fact based decision making and defining strategies • Information Infrastructure
  10. 10. How We Did It Vision Technology PeopleProcess
  11. 11. Vision • Executive Alignment • Organizational Alignment • Strategy and Roadmap • Quick wins Vision
  12. 12. Technology
  13. 13. Digital Analytics Platform Employees Members and Prospects Marketing BranchCall Center Digital Investments & Insurance Web Behavior Core Banking CRM Call Center Shared Branches Maxarr PSCU Loan Origination System Online Banking NPS Marketing Automation eFlow Third Party ETC Data Management Platform (Centralized database, normalized audience view, audience segmentation, scoring, profiling, modeling, etc) Core Banking Visualization & Analytics Technology Support and Service Insights Action 1 2 3
  14. 14. Data Management Platform Technology
  15. 15. People • Organization • Enable • Empower • Community • Collaboration • Communication
  16. 16. Key Process Areas Process Business Engagement Data Governance Infrastructure o Business Engagement Model o Roadmap o COE Model o Executive Alignment o Ongoing Data Owners/ Steering Committee o Scope of Data Gov. o Agile Development o Support o Data Marts
  17. 17. Business Engagement Retention Services to ensure member growth and retention. Continuous Engagement Bi-weekly/monthly meetings. Engage the steering committee. Update wiki with changes in business rules and policies. Support with insights and enabling analyst with tools and technologies. Exposure Partnership brings insights by blending of Analytics team with the LOB. Exposure to analytical tools, technologies, wiki, trainings, data governance and forums. Discovery Discover and document areas that can be streamlined and improved. Gap Analysis. Recommend processes with definite wins on time and resources . Roadmap Roadmap of monthly/quarterly deliverables & business expectations. Quick Wins Set up measurable objectives, KPIs, suggest actions based on lessons learned. Win on short term goals. Expand with continuous engagement Focus on roadmap and specific deliverables Process
  18. 18. Business Engagement Awareness Evaluation /Product Purchase Delivery Usage Support Repurchas e Advocacy Customer Interests Objectives Data Sources Opportunit ies KPIs
  19. 19. Roadmaps Phase 1 (Q4 2015) • Setup data-marts/ buckets around account, member, product and other objects • Data Governance framework – Data definitions • Eloqua Onboarding dashboard/ reports setup • Enabling LOBs with Tableau Phase 2 (Q1 2016) •Member 360 Profile •Data Integration & Reporting framework for Web/ Marketing •Account Life Time Value •Data Governance – Data Challenges/ Standardization Phase 3 (Q2 2016) •Executive Dashboard for all P&L LOBs •Key business Insights •Call center Performance DB • Data Governance - control procedures Phase 4 (Q3 2016) •Predictive Modeling based on member info •Data Governance – data management projects Data Governance Ongoing Implementation Enabling Tableau - Power Users Support Process
  20. 20. Data Governance Program Scope Process • Data Owners, Data Stewards and/ or Data Consumer • Enterprise teams accountable and managedRoles & Responsibilities • Data Owners assign one of the data classification (Public, Internal Use, Confidential or Secret) • Classify security impact (low, moderate or high) and reclassify Data Classification • Ensure Confidentiality, Integrity and Availability security policies are met towards Enterprise data • Classify into impact potential as: Low, Moderate or High Security Policy • Use Data Risk Matrix to classify appropriate risk category Risk & Compliance Rules • Bring data from various sources and then validating/transforming them to ensure trust.Data Warehouse • Ensure business rules on the Wiki page are current • Ensure adequate documentation is posted on Wiki page for quick reference Business Rules & Documentation • Identify, document, investigate and recommend solutions for data quality issuesData Quality • Managing customer/product master data Master Data Management DataGovernance
  21. 21. Agile Development Process Process
  22. 22. Success Stories 67% and growing
  23. 23. Onboarding Drives Product Penetration
  24. 24. Improved Mortgage Loan Cycle Times • Problem: Working with disparate data sources and a complex process, the Mortgage Loan processing & funding team needed a tool to help monitor, track and measure loan cycle times across different loan stages and cross functional teams. • Solution: Designed an integrated solution. Using Alteryx for data blending, logical flow and data formatting into creating a Tableau extract for visualization.
  25. 25. Solution – LQB Dashboard Mortgage Sales Ops team managing loan processing and funding cycle times
  26. 26. Sales Funnel • Problem: Various leads originating from different marketing channels. Need to analyze and help Marketing team to focus on right channel to help member growth. • Solution: Designed a solution using Tableau and Sales Force that allowed complete view of end-to-end Sales funnel in tracking and following up lead generations.
  27. 27. End-to-End Sales Funnel
  28. 28. Learnings From Our Journey So Far… Learnings • Executive Alignment • Business engagement and alignment • Fail fast and quick wins (Agile Development)
  29. 29. Contact Info • Email – • LinkedIn - • Twitter - @naveenjain