Digital journeys generate interaction, conversion, and exception data not present in legacy channels. These behavioural traces become proprietary assets for optimisation and risk modelling.
Emerging Data Types
- Clickstream sequences
- Abandonment triggers
- Session duration analytics
- Real-time transaction context
Such data enhances marketing efficiency and early risk detection.
References: – McKinsey, The Value of Digital Analytics in Banking – Accenture, Data-Driven Financial Services