More closely analyzing transaction data to better understand member behavior continued to make inroads with credit unions as another large credit union payment organization announced a new data analysis tool.

Card Services for Credit Unions, the association of credit unions that processes payments on the FIS platform, has brought out a tool provided by Visa to help Visa-issuing credit unions better understand and use their member's card data. The tool CSCU is offering is called Visa Vue Online, a web-based application that will enable member credit unions to analyze credit and debit cardholder usage, providing valuable insight into members' spending trends and leading to more effective marketing strategies and increased profitability, CSCU said.

"VVO is a powerful portfolio management tool that allows a credit union to be more proficient and successful with their marketing campaigns. By using VVO, our credit unions can easily segment and target different cardholder behaviors with an appropriate marketing message that incents a change in behavior," said Kristi Mackey, assistant vice president of client services and product at CSCU. "Ultimately, VVO helps a credit union be more effective in their efforts to drive increased usage, volume and interchange revenue."