understanding where a user is when they are logging into mobile banking, and tying that in with the weather, and tying that in with their location; are they exercising or sitting on their couch? " SBA loans make ZPV QSPm UBCMF " OE JSSFQMBDFBCMF 3. Explore enterprise-wide analysis. Community banks are often strapped with trying to cull data sources from disparate systems. If that data could be integrated and then evaluated as a whole, it would produce a deeper picture of clients and their activities. In short, this cross-functional data dive can help banks amplify the power of relationship banking. " If I'm a lender and I have a commercial real estate customer, wouldn't it be great to know by looking at [data] that they've also done a secondary market mortgage with us? Just to have a conversation with them so they know you know who they are, " Snyder says. " All of that goes toward developing your product strategy around the data that you have and around the customer segmentation that you're trying to attract. " An opportunity to get ahead As digital transformation continues, a customer's data footprint will become increasingly important for community banks if they are to continue to deliver the personal service for which they are known. Much of the needed information exists within the banking environment today. The trick to expanding your profitability is to know how to tap into it. " It's very important for community banks to be more competitive from a data perspective, " Singh says. " How well we utilize data will define our future. Strategically, I think community banks can be way ahead of the competition. " Colleen Morrison is a writer in Maryland. Holt meyer 5P TNBMM CVTJOFTT DVTUPNFST ZPVSF NPSF UIBO B CBOL :PVSF B MJGFMJOF 4P MFU VT IFMQ ZPV PGGFS UIF 4# " 64% " QSPEVDUT UIFZ OFFE XIJMF QSPUFDUJOH XIBUT DFOUSBM UP ZPVS TVDDFTT MPOHUFSN SFMBUJPOTIJQT ) .T VONBUDIFE FYQFSUJTF TBWFT ZPV GSPN BEEJOH TUBGG PS PWFSIFBE BOE XF IBOEMF UIF XIPMF QSPDFTT GPS ZPV :PV SFEVDF ZPVS SJTL HJWF CVTJOFTTFT BDDFTT UP DBQJUBM BOE DPOUJOVF IFMQJOH DVTUPNFST UISJWF &WFSZPOF QSPm UT Call 800.340.7304 to start www.holtandmon.comhttp://www.holtandmon.com