Engineering Customer Journey Analytics at Scale: Lessons from Germany's Largest Banking Platform

Customer experience is only as good as your ability to understand what happens across complex digital processes. But what if those processes all look different? At the Sparkassen Finance Group, more than 50 million customers interact with over 120 digital banking journeys from consent management and account opening to savings plans and financial products. While these journeys pursue similar goals, their structures, events, and outcomes vary significantly, making consistent analytics a major engineering challenge. In this session, we share how we built a scalable customer journey analytics platform capable of analyzing process data across hundreds of heterogeneous workflows. We explain the architectural decisions behind transforming journey analytics from isolated reports into a reusable analytics service, including our move toward a lakehouse-based architecture to handle growing data volumes and increasingly semi-structured event data. We dive into the technical challenges of aggregating process data across multiple clusters, designing reusable journey models, optimizing query performance, and delivering analytics back to individual institutions at scale. Along the way, we show how process funnels and journey analytics reveal unexpected success patterns, identify friction points, and uncover optimization opportunities that directly improve both software products and customer experience. Attendees will gain practical insights into building scalable analytics platforms, handling complex event-driven process data, and turning customer journey analytics into a reusable engineering capability rather than a collection of dashboards.