In an unreliable economy, cost cutting and employing efficient strategies to grow operating income is imperative. One of the best ways to achieve better returns and higher margins is to focus on existing members with data-driven insights that grow wallet share. Insights from data analytics empower mid-market financial institutions to dig deeper into their local roots, act upon their local knowledge using personalized offers, and find ways to make their branch presence meaningful to a profitable segment of members. When harnessed, this data can be a game changer for regional and community financial institutions to grow market share.