Banks have long struggled to make sense of the reams of customer data they collect across product lines. The rise of mobile banking is making this task even harder.
The industry now has a litany of new data points to process. How many customers interact with their bank via the web browser on the mobile devices compared to those who use an app? How frequently do customers log into a bank account through their smartphones? How much time do they spend there? Are consumers completing the tasks they set out to do on their mobile phones or tablets, or are they giving up in frustration?
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