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Appier > Case Studies > Shin Kong Life Insurance's AI-Driven Big Data Marketing Strategy
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Shin Kong Life Insurance's AI-Driven Big Data Marketing Strategy

Technology Category
  • Analytics & Modeling - Big Data Analytics
  • Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
  • Cement
  • Finance & Insurance
Applicable Functions
  • Maintenance
  • Sales & Marketing
Use Cases
  • Chatbots
  • Usage-Based Insurance
Services
  • Data Science Services
  • System Integration
The Challenge
Shin Kong Life Insurance, a Taiwan-based company with over 60 years of history, was looking to leverage FinTech and AI technologies to enhance its big data analysis and prediction capabilities. The company aimed to build comprehensive customer profiles, target high-potential customers, improve advertising effectiveness, provide personalized interactive marketing, and deeply engage with its user communities to increase brand stickiness. The challenge was to effectively integrate AI technologies into their existing systems and processes to achieve these goals. The company also wanted to expand its customer base and increase sales success rates while ensuring precise customer acquisition.
About The Customer
Shin Kong Life Insurance is a well-established insurance company based in Taiwan. Founded in 1963, the company has over 60 years of history and has been actively expanding its business globally. In 2017, Shin Kong Life Insurance was the first in the industry to adopt FinTech and AI technologies for big data analysis and prediction. The company has over 9 million policyholders and maintains a strong user community. It is committed to being the most trusted partner for its policyholders and continuously strives to increase its sales success rates and ensure precise customer acquisition.
The Solution
Shin Kong Life Insurance partnered with Appier to implement an AI big data marketing strategy. They used AIXON’s Intelligent User Profile, powered by AI and deep learning technologies, to extract de-identified customer characteristics for probabilistic matching. These characteristics were then merged with Shin Kong Life’s existing customer data to create holistic customer profiles. The company also used AIXON’s AI-predicted keywords and interests to find similar audiences and expand its potential customer pool. In the second phase, Shin Kong Life leveraged AIXON to predict customers’ potential interests and topics, and used Appier’s AIQUA AI personalization cloud to deliver effective and informative messages to activate dormant customers. The company also used AIQUA to detect different behaviors from onsite visitors and trigger personalized interactions. In the third phase, Shin Kong Life launched LIFE Lab, a consultation platform with a wide range of interaction points, and placed BotBonnie entry points (chatbots) on its official website and social media platforms to expand opportunities for engagement with its customers.
Operational Impact
  • The implementation of Appier’s enterprise solutions enabled Shin Kong Life to complete a holistic big data marketing deployment and create personalized customer services and experiences. The company was able to effectively offer insurance services with precision and discover potential gaps in its coverage. This resulted in a win-for-all where the company earned a profit, sales representatives achieved their goals, and policyholders were satisfied. The company was also able to simplify its marketing process, ensuring a seamless engagement experience. This allowed for more immediate segment marketing and personalized communication. By leveraging AI technologies, Shin Kong Life was able to enrich customer profiles, expand potential audiences, increase ad performance, and strengthen interaction and communication between policyholders and sales representatives.
Quantitative Benefit
  • Shin Kong Life achieved a 25% lower cost per click (CPC) in 2021.
  • The company identified three high-converting groups: mothers (lowest cost per click), junior managers (highest click-through rate and entrance rate), and young professionals (high-potential segment).
  • Shin Kong Life accumulated over 35,000 subscribers across all its channels, enabling the brand to steadily and continuously maintain long-term brand loyalty.

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