Case Study: KB Kookmin Card achieves real-time personalized marketing and $600M sales uplift with TIBCO Software

Real-time campaigns, improved customer experience, minimized dependency on IT

KB Card (KB Kookmin Card), a subsidiary of KB Financial Group and one of South Korea’s largest card issuers, faced a crowded market where generic, reused SMS offers were damaging its reputation and failing to deliver personalized customer experiences. With rapid industry growth and intense competition, the company needed a way to reach the right customer at the right time and differentiate through technology-driven marketing.

KB Card implemented a real-time marketing platform using TIBCO (Spotfire and BusinessEvents) across three projects beginning in 2013, adding machine learning and visualization to automate personalized offers. The system increased campaign granularity from about 30 segments to 300 simultaneous scenarios, reduced IT dependency with drag-and-drop campaign design, and enabled real-time monitoring. The result was better customer experience, higher marketer efficiency, and roughly US$600 million in increased card use in the first year, putting KB Card several years ahead of competitors.

KB Kookmin Card

Jaehoon Park

Head, Big Data Strategy Center