Schema & Semantic Layer

⬇ YAML ⬇ JSON

Channel Migration Intelligence

channel-migration v3.0

Monitor and predict member channel migration patterns between digital and traditional banking channels

🔍

Metric Definitions

10 metrics

digital_adoption_rate

primary ↑ higher

Percentage of members using digital as primary channel

Unit: percent · Format: {value:.1f}%

(digital_users / total_active_members) * 100

Thresholds

crit low 40 warn low 55 target 75 stretch 85

migration_velocity

primary ↑ higher

Members migrating to digital channels per month

Unit: members_per_month · Format: {value:,.0f} Grain: generation, month

COUNT(DISTINCT member_id) FROM migrations WHERE direction = 'to_digital' AND period = current_month

branch_decline_rate

primary neutral

Year-over-year change in branch-only users

Unit: percent · Format: {value:+.1f}%

((current_branch_only - prior_year_branch_only) / prior_year_branch_only) * 100

hybrid_users

primary neutral

Members using both digital and physical channels

Unit: members · Format: {value:,.0f}

COUNT(DISTINCT member_id) WHERE hybrid_user = TRUE

digital_only_users

secondary ↑ higher

Members using exclusively digital channels

Unit: members · Format: {value:,.0f}

COUNT(DISTINCT member_id) WHERE digital_only = TRUE

branch_only_users

secondary neutral

Members using exclusively physical channels

Unit: members · Format: {value:,.0f}

COUNT(DISTINCT member_id) WHERE branch_only = TRUE

migration_acceleration

secondary ↑ higher

Rate of change in migration velocity

Unit: percent · Format: {value:+.1f}%

((current_velocity - prior_velocity) / prior_velocity) * 100

digital_growth_rate

secondary ↑ higher

Period-over-period change in digital users

Unit: percent · Format: {value:+.1f}%

((current_digital - prior_digital) / prior_digital) * 100

retention_risk

risk categorical neutral

Likelihood of member attrition during channel transition

Grain: generation Values: low, medium, high

CASE 
  WHEN generation IN ('boomers', 'silent') AND digital_adoption < 50 THEN 'high'
  WHEN generation = 'gen_x' AND digital_adoption < 70 THEN 'medium'
  ELSE 'low'
END

channel_distribution

distribution neutral

Percentage of members by primary channel

Unit: percent · Format: {value:.1f}% Grain: channel

Channel Definitions

6 channels

Member interaction channels tracked for migration analysis.

Digital Channels

📱

Mobile App

digital

primary

💻

Online Banking

digital

primary

💬

Chat/AI Support

digital

secondary

Physical Channels

🏦

Branch

physical

primary

💳

ATM Network

physical

secondary

📞

Phone Banking

physical

secondary

Segment Definitions

Generation

ID	Name / Characteristics	Age Range	Filter
gen_z	Gen Z digital_native: True preferred_channels: ['mobile_app', 'chat'] migration_tendency: very_high	18-27	`birth_year BETWEEN 1997 AND 2012`
millennials	Millennials digital_native: True preferred_channels: ['mobile_app', 'online_banking'] migration_tendency: high	28-43	`birth_year BETWEEN 1981 AND 1996`
gen_x	Gen X digital_native: False preferred_channels: ['online_banking', 'branch'] migration_tendency: medium	44-59	`birth_year BETWEEN 1965 AND 1980`
boomers	Boomers digital_native: False preferred_channels: ['branch', 'phone'] migration_tendency: low	60-78	`birth_year BETWEEN 1946 AND 1964`
silent	Silent Gen digital_native: False preferred_channels: ['branch'] migration_tendency: very_low	79+	`birth_year <= 1945`

User Type

ID	Name / Characteristics	Age Range	Filter
digital_only	Digital Only Uses only digital channels (mobile, online, chat)	—	`digital_only = TRUE`
hybrid	Hybrid Uses both digital and physical channels	—	`hybrid_user = TRUE`
branch_only	Branch Only Uses only physical channels (branch, ATM, phone)	—	`branch_only = TRUE`

Decision Type Definitions

4 types

branch_optimization

strategic quarterly

Decisions about branch locations, staffing, and service models

⚡ branch_decline_rate < -10 — Branch usage declining faster than 10% annually

⚡ digital_adoption_rate > 75 — Digital adoption exceeds strategic threshold

⚡ branch_only_users < 5000 — Branch-only user base falling below critical mass

Available Actions

Consolidate Branch Location executive

Reduce Branch Hours branch_manager

Convert to Advisory Model executive

Flag for Strategic Review analyst

Outcome Metrics

cost_per_transaction member_satisfaction_branch successful_consultations branch_operating_cost

digital_investment

strategic quarterly

Decisions about digital feature development and enhancement

⚡ migration_velocity > 800 — Accelerating digital migration creates capacity demand

⚡ digital_adoption_rate < 70 — Gen X adoption lagging - opportunity for targeted features

⚡ migration_acceleration > 20 — Migration accelerating faster than infrastructure growth

Available Actions

Prioritize Feature Development product_manager

Increase Digital Budget executive

Launch Adoption Campaign marketing_manager

Conduct User Research analyst

Outcome Metrics

feature_adoption_rate digital_satisfaction_score migration_velocity app_store_rating

retention_intervention

operational weekly

Proactive outreach to prevent attrition during channel transitions

⚡ retention_risk = high — Segment flagged as high retention risk

⚡ digital_adoption_rate < 45 — Boomer adoption critically low

⚡ digital_adoption_rate < 25 — Silent Gen may need branch preservation

Available Actions

Assign Digital Companion member_services

Personal Outreach Call member_services

Enable Simplified Interface member_services

Preserve Branch Access Priority branch_manager

Schedule In-Branch Consultation member_services

Outcome Metrics

member_retention_rate successful_transitions member_satisfaction support_ticket_volume

competitive_response

strategic monthly

Strategic response to competitor digital initiatives

⚡ migration_velocity < 500 — Migration slowing - potential competitive pressure

⚡ — Competitor announced significant digital feature

Available Actions

Conduct Competitive Analysis analyst

Fast-Track Feature Development executive

Launch Marketing Response marketing_manager

Outcome Metrics

market_share new_member_acquisition member_satisfaction

Authority Levels

Level	Role	Can Approve
1	Data Analyst	flag_for_reviewconduct_researchcompetitive_analysis
2	Member Services	digital_companionpersonal_outreachsimplified_accessschedule_consultation
3	Branch Manager	reduce_hourspreserve_branch
3	Product Manager	prioritize_feature
3	Marketing Manager	launch_campaignmarketing_response
5	Executive Leadership	consolidate_locationconvert_to_advisoryincrease_budgetfeature_fast_track

Decision States & Workflow

8 states

stateDiagram-v2


    [*] --> surfaced




    [*] --> acknowledged




    [*] --> investigating




    [*] --> action_planned




    [*] --> action_taken





    deferred --> [*]




    dismissed --> [*]




    outcome_tracked --> [*]

Primary Workflow Path

Surfaced

→

Acknowledged

→

Investigating

→

Action Planned

→

Action Taken

→

Terminal States:

Deferred (terminal)

Dismissed (terminal)

Outcome Tracked (terminal)

State Definitions

State	ID	Description	Terminal
Surfaced	surfaced	Insight generated, awaiting review	No
Acknowledged	acknowledged	Decision owner has seen the insight	No
Investigating	investigating	Additional analysis in progress	No
Action Planned	action_planned	Decision made, action scheduled	No
Action Taken	action_taken	Action executed, awaiting outcome	No
Deferred	deferred	Consciously postponed with rationale	Yes
Dismissed	dismissed	Determined not actionable with rationale	Yes
Outcome Tracked	outcome_tracked	Results measured and recorded	Yes

SLA Definitions

Decision Type	Response Window	Escalation Path
branch_optimization	30_days	analyst (7_days) → vp_operations (21_days) → coo (30_days)
digital_investment	14_days	product_manager (7_days) → vp_digital (14_days) → cto (21_days)
retention_intervention	48_hours	member_services (24_hours) → branch_manager (48_hours) → regional_manager (72_hours)
competitive_response	7_days	analyst (3_days) → vp_strategy (7_days) → ceo (14_days)

Entity-Relationship Model

erDiagram
    MEMBER {
        segment generation
        enum primary_channel
        enum user_type
        enum status
    }
    CHANNEL {
        enum channel_type
        enum channel_category
    }
    MIGRATION_EVENT {
        reference from_channel
        reference to_channel
        string migration_driver
    }

Entity Details

Member

Individual credit union member with demographic and behavioral attributes

4 attrs

Attribute	Type	Key
generation	segment
primary_channel	enum
user_type	enum
status	enum

Channel

Member interaction method (digital or physical)

2 attrs

Attribute	Type	Key
channel_type	enum
channel_category	enum

Migration Event

Record of a member changing their primary channel preference

3 attrs

Attribute	Type	Key
from_channel	reference
to_channel	reference
migration_driver	string