Technology can be both a benefit and a curse. The right system offers today's credit union marketers a wealth of information. But too often, that information is spread out across departmental silos, with little transparency and access. Just as bad, many financial systems offer too much in the way of information with little or no coordination, causing marketers to get mired in the data. When implemented properly however, technology can form the foundation for long-lasting member relationships.

Here are nine core principles to consider when determining what data really matters, when it should be captured and how it can be used effectively and efficiently.

Is data collected efficiently and distributed based on relevance? For instance, when a member opens a new account does the system link the new customer to likely products based on the customer's demographic and characteristics? Clearly, a 60-year-old member is likely to have considerably different needs than a 30-year-old member with a family of four, and relevant information for each will be considerably different.