Appier’s AI powered platforms power Krungsri Credit Card

Krungsri Credit Card (KCC) has boosted its reach by 37 percent, increased click-through rates (CTR) by 40 percent and overall clicks grew by 91 percent, significantly elevating the performance of the marketing campaign.
The Krungsri Bank subsidiary used Appier’s AI powered platforms AIQUA and AIXON in order to increase customer reach and customer engagement and leveled up their marketing campaign performance.

KCC addressed the challenges of understanding their customer segments based on their interests, keywords and overall personas, as well as, to send targeted messages that are tailored to their needs at the right time in order to increase engagement.

Krungsri used AIXON, the data science platform, and identified users searching for specific products such as ‘insurance’ and developed keyword personas to identify users most similar to these people. This helps to expand Krungsri’s reach to prospective customers. AIXON segments people further to ensure they do not receive multiple campaigns, but rather only the content most related to their top interest.

Customer engagement platform AIQUA helps Krungsri’s marketing team send different campaigns within various categories of promotions to people based on their interests, such as shopping, travel or entertainment and at exactly the right time.

Appier’s platforms use machine learning to pinpoint the best time to send content and the application of send-time optimization led to an uplift of between 2 and 10 percent compared to human-chosen timings across categories including shopping, travel, insurance and cars. Uplift overall increased by between 12 and 33 percent.

“Appier helps us demonstrate this consideration for our customers by helping us reach people at the best times and with the information they need the most, all powered by its outstanding AI technology,” said Somwang Toraktrakul, Managing Director, Krungsri Credit Card.

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