KB Card Charges Ahead with Marketing Innovation
公司规模
Large Corporate
地区
- Asia
产品
- TIBCO Spotfire
- TIBCO BusinessEvents
技术栈
- Big Data
- Machine Learning
- Data Visualization
- Event Processing
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Productivity Improvements
- Revenue Growth
技术
- 分析与建模 - 大数据分析
- 分析与建模 - 机器学习
- 应用基础设施与中间件 - 数据可视化
- 应用基础设施与中间件 - 事件驱动型应用
适用行业
- 金融与保险
适用功能
- 商业运营
- 销售与市场营销
用例
- 实时定位系统 (RTLS)
服务
- 软件设计与工程服务
- 系统集成
关于客户
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.
挑战
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.
解决方案
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.
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