In this session, Steve shares an anecdote about unexpectedly presenting on data collection, cleansing, and consumption at a credit union conference instead of engagement metrics. They detail how they developed a framework using an omnichannel approach to make data actionable and measurable for various lines of business, focusing primarily on recognizing and combating charge-offs, fraud, and forgery. He worked to analyze internal and external data, including credit report data, demographic information, and UCC leans, to understand member engagement and produce opportunity lists for various products and services. The importance of segmentation in marketing was also discussed, using SunCoast Credit Union as an example to illustrate the effectiveness of tailored marketing messages for older adults, resulting in a 50% increase in results year over year. Overall, the session highlights the importance of using data to save costs and improve marketing strategies for credit unions.