Banks spend heavily on web and mobile channels, then run them half blind. The platform launches, and nobody can say which screens clients use or where they give up.
I have built that visibility more than once, and I now treat it as the first product decision.
Corporate banking: build the foundation
For a global corporate banking platform, I built the digital analytics foundation for its mobile app from the ground up, and pioneered the analytics deployment on the platform. For the first time the team could see client behaviour, funnel drop-offs, screen usage and engagement patterns.
We then defined the KPIs for digital engagement and set up dashboards and reporting for corporate and business banking clients. Insight turned into feature hypotheses, tested with product, UX and regional teams.
Add the client's own voice
Numbers show what clients do. They do not say why. I implemented Voice of Client programmes to measure NPS, effort and satisfaction across onboarding, setup and platform use. The two views together are far stronger than either alone.
Retail web: test, do not debate
Leading a retail bank's public website, my team ran A/B and multivariate tests, using analytics to decide what to test. An opinion became an experiment with a result.
Why this comes before AI
- AI learns from behaviour. If the channel is not instrumented, there is nothing for it to learn.
- Measurement proves the return. You cannot show a lift without a baseline.
- It changes the conversation. Teams stop arguing from seniority and start arguing from evidence.
Every AI result I have delivered started here. See the channel first. Then improve it.