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Community Choice banks on Pyramid for advanced analytics
Technology Category
- Analytics & Modeling - Predictive Analytics
- Application Infrastructure & Middleware - Data Visualization
Applicable Industries
- Finance & Insurance
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- System Integration
- Software Design & Engineering Services
The Challenge
Since it opened for business in 1935, Community Choice Credit Union has grown to become one of the most trusted and respected financial institutions in Michigan, with 22 branches across the state serving the needs of more than 115,000 members. A progressive organization offering a wide range of financial services, it has embraced eCommerce and mobile banking alongside more traditional investment and insurance products. A legacy reporting system that was slowing down plans to develop advanced analytics undermined a mission to be at the leading edge of its sector. Reports came out as Excel and CSV files, an arduous manual process that was often inaccurate and limited by the siloed systems that produced them. Several alternatives were explored, including going the CRM route with Salesforce and BI tools like Microsoft Power BI and Tableau. In the end, Pyramid Analytics won out for several reasons, as Pedro Tan, Assistant Vice President of Data Analytics, explained. “It’s a robust and flexible product in terms of data integration, and the predictive analytics toolsets are very capable,” he said. “And because we don’t have a big team, Pyramid’s support from a technical standpoint was always going to be useful, particularly in how we developed data models.”
About The Customer
Community Choice Credit Union is a Michigan-based financial institution that has been serving its members since 1935. With 22 branches across the state, it caters to over 115,000 members, offering a wide range of financial services including eCommerce and mobile banking, as well as traditional investment and insurance products. Known for its progressive approach, the credit union aims to be at the forefront of its sector by leveraging advanced analytics to better understand its customers and foster a data-driven culture. The organization is committed to operational efficiency and continuous improvement, making it a trusted and respected entity in Michigan's financial landscape.
The Solution
Licensed for 100 users and installed on-premises, Pyramid has been widely adopted by multiple business units, including retail, lending, eCommerce, marketing, risk management, and inside its contact center. Insights are also used strategically by C-suite management and project teams for identifying merger opportunities and new retail locations. The analytics process starts when data from multiple third-party sources is pulled into an SQL warehouse. The Pyramid platform sits on top of it, applying built-in ETL and a range of dashboard and reporting services tailored to the different stakeholders. “We are able to create dashboards quickly and easily, giving users access not only to the data but to the information within the dashboard data models that they can ‘slice and dice,’” explained Tan. For example, in the retail division, branch managers, member center managers, assistant managers, and personal advisors have access to valuable insights that drive customer engagement. As well as tracking new memberships, they can monitor product performance and cross-sells, how many people upgrade from a standard to a more feature-rich account, for example. They analyze the most used products and services and target members most likely to take out another service, such as a car loan or an investment portfolio. “Based on a member’s behavior, which we’ve measured through Pyramid, we can see who might be a good candidate for a particular type of product or service,” explained Eric Righetti, Assistant Vice President of Retail Delivery.
Operational Impact
Quantitative Benefit
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