KB Card Charges Ahead with Marketing Innovation
Company Size
1,000+
Region
- Asia
Product
- TIBCO Spotfire
- TIBCO BusinessEvents
Tech Stack
- Big Data
- Machine Learning
- Data Visualization
- Event Processing
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Productivity Improvements
- Revenue Growth
Technology Category
- Analytics & Modeling - Big Data Analytics
- Analytics & Modeling - Machine Learning
- Application Infrastructure & Middleware - Data Visualization
- Application Infrastructure & Middleware - Event-Driven Application
Applicable Industries
- Finance & Insurance
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Real-Time Location System (RTLS)
Services
- Software Design & Engineering Services
- System Integration
About The Customer
KB Card is a subsidiary of KB Financial Group, South Korea’s number one comprehensive financial group responsible for banking, securities, insurance, and credit cards. KB Card has been a significant player in the South Korean credit card industry, which has seen rapid growth since 2000. The company aims to enhance customer satisfaction and experience through innovative marketing strategies. With a focus on leveraging big data and advanced analytics, KB Card seeks to differentiate itself in a market with 22 competing credit card companies. The company is committed to providing personalized offers and improving customer engagement through real-time marketing technologies.
The Challenge
Since 2000, the credit card industry in South Korea has grown rapidly, with credit card charges accounting for almost 80% of family expenditures. With 22 credit card companies in the market, competition is fierce. KB Card's existing campaign system was limited, sending non-customized offers via text messages, which were often seen as spam. This damaged the company's reputation and customer satisfaction. The company needed a way to reach the right customer at the right time with personalized offers to stand out in a highly competitive market.
The Solution
KB Card set three marketing goals: delivering the right offer to the right person at the right time, personalizing offers based on customer behavior derived from big data, and using advanced analytics with data visualization. They partnered with TIBCO to implement a real-time marketing platform. The first project established data visualization capabilities, allowing the company to run approximately 130 campaign scenarios simultaneously. The second project upgraded the system to run more scenarios without hardware extensions. The third project used machine learning to automate scenarios and create personalized algorithms and models. With TIBCO Spotfire analytics and TIBCO BusinessEvents event processing, KB Card can analyze customer historical data and send personalized offers in real time.
Operational Impact
Quantitative Benefit
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