Abstract
Lots of Insurance companies have constructed databases for ad hoc query software in Taiwan that combines customer relationship management and marketing campaign management. An ad hoc query is a non-routine and specific query performed in real time to filter specific customer information from big data. Ad hoc query has the strength to retrieve customer information more quickly and conveniently than by filtering target customer lists using a mainframe or OLAP. In this study, the strengths and weaknesses of ad hoc query, online analytical processing (OLAP), and general query using a mainframe are analyzed. The results indicate that ad hoc query has the advantage of flexibility for users’ specific needs. Ad hoc query has obstacles and challenges for users regarding how to learn its system fields and writing programs. It is concluded that the design between individual assured suggestions and a convenient operation process is critical for raising the response rate. Additionally, precisely filtering technology for target customers is the key success factor for an accident insurance campaign.