Reporting

Good Afternoon,

Curious how other community banks are tracking marketing and outreach from a Fair Lending/CRA perspective.   Ideally, we'd love for our marketing team to have analytics and reportable metrics to provide to us regarding what census tracts and audiences are being reached. However, per our internal Marketing team, it appears the digital reporting available is minimal and I am wondering how other Compliance teams are accomplishing this type of Fair Lending oversight and analysis, either internally or with a third-party vendor. Additionally, what specific Google Analytics and/or Facebook & Instagram reporting capabilities is your Bank utilizing?  

Any information or feedback is much appreciated.

Thanks, Have a great day! 

Hi Carly,

While I'm not a community bank I can tell you how we see our clients working to create bridges with their marketing teams using our Nlending systems! 

If your marketing team has address information regarding their marketing (like if they are sending out mailers, posting signs/advertisements, etc) then our Geocoding tool would allow your team to geocode those addresses, the output provides the income level of the census tract and percent minority population of the census tract. This would allow you to do some analysis on where your marketing pieces are being distributed. 

Since a lot of marketing today is digital and comprehensive digital marketing analytics by census tract typically aren't available, most compliance teams are working backwards from the lending data. They're using tools like ours to answer questions like:

• Are we receiving applications from all areas we serve, including majority-minority and LMI census tracts?
• How does our application and origination distribution compare to peers?
• Where are the gaps, and do they correlate with areas where we may need more targeted marketing?

Our CRA and Fair Lending Analytics Modules includes interactive mapping functionality that overlays your branch locations and lending data with census tract demographics. You can visualize your loan applications and originations by census tract, with demographic overlays showing Low-to-Moderate Income (LMI) areas and Majority-Minority census tracts. This helps you identify which geographic areas you're reaching (or not reaching) with your lending activity. While this doesn't track marketing spend directly, it shows you the outcome of your marketing and outreach-where your applications are actually coming from.

Then they're working with their marketing teams to adjust outreach strategies based on what the lending data reveals. This might include tracking things internally like: where marketing events are held, languages of marketing materials, imagery in advertisements, and loan officer assignments by geography.

If you'd like to meet to discuss how your Nlending tools could help your team bridge the gap between marketing activities and compliance analysis, my team would be happy to meet with you!