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Appier > 实例探究 > 新光人寿:携手Appier实施AI大数据营销策略
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Shin Kong Life Insurance's AI-Driven Big Data Marketing Strategy

技术
  • 分析与建模 - 大数据分析
  • 平台即服务 (PaaS) - 应用开发平台
适用行业
  • 水泥
  • 金融与保险
适用功能
  • 维护
  • 销售与市场营销
用例
  • 对话机器人
  • 基于使用的保险
服务
  • 数据科学服务
  • 系统集成
挑战
新光人寿希望建立完整的客户档案,瞄准高潜力客户,提高广告效果,提供个性化互动营销,深度参与用户群体,增加品牌粘性。
关于客户
新光人寿是一家于1963年在台湾成立的人寿保险公司。他们拥有 60 多年的历史,并将业务扩展至全球。他们拥有 90 万保单持有人和 10,000 多名员工。
解决方案
新光人寿利用AIXON、AIQUA、BotBonnie实施Appier的AI大数据营销策略。他们利用人工智能建立全面的客户档案、优化数字广告效果并扩大与保单持有人的互动渠道。他们还培养了用户社区并增强了品牌忠诚度。
运营影响
  • 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.
数量效益
  • 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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