Introducing Kakao Pay's Customer Analytics Platform CXM

Kakao Pay built its own CXM (Customer eXperience Management) platform to analyze the vast amount of data generated by its 38 million subscribers and deliver optimal services and promotions. CXM provides an integrated process that analyzes customer experience and behavior to derive in-depth insights, and discovers and manages target segments.

The analyzed data is broadly classified into two types. It utilizes service usage data, which leaves actual transaction records such as payments, remittances, and loan inquiries, and behavior log data, which includes inflow and exit paths. Based on this, Kakao Pay operates a dashboard capable of performing funnel analysis, cohort analysis, and user transition analysis.

Segment creation is done in two ways.

• Metadata-based: Data loaded into Hadoop is classified by defining filter values in the CXM admin.
• Analysis result-based: Specific groups identified in the dashboard, such as through user flow analysis (e.g., churned users), are immediately saved as segments.

The created segments are linked with external systems via API. Kakao Pay enhances marketing efficiency by providing both a method that checks whether a user is included in a segment via daily batch (using Hbase) and a method that retrieves the entire user data for message dispatch (using MySQL).