Using data and analytics to strengthen programs and boost customer engagement
As access to customer and energy usage data increases, utilities can now apply advanced analytics to improve the effectiveness of energy efficiency programs. During a panel at the CLEAResult Energy Forum, experts discussed how home, demographic and program participation data can be combined to create more targeted strategies and boost overall program results.
The panel featured:
- Matt Braman, Business Intelligence Director at CLEAResult
- Ryan Fantino, Director of Marketing Strategy at CLEAResult
Their discussion focused on how to identify high-propensity customers using data and develop models to guide program marketing.
Applying data to target customers
Utilities can better target homes by analyzing meter, audit and property data together. This approach helps create models that assign a savings potential score to each home, indicating where the greatest energy savings can be achieved. To predict customer engagement, utilities can incorporate marketing, transactional and demographic data to generate a propensity score. Using both scores together, utilities can develop a model that helps prioritize outreach and structure program marketing more effectively.
Building accurate models
Effective models start with good segmentation. For instance, only promoting natural gas offers to homes that use gas ensures outreach is relevant and avoids wasted resources. Incorporating geotargeting and property data further refines customer targeting. Staying consistent with messaging—through regular marketing alerts and brand visibility—helps utilities stay top of mind and increases engagement when customers are ready to act.
Cross-team collaboration
Success doesn’t just rely on data—it also requires collaboration across marketing, program, and analytics teams. When launching campaigns, aligning behavior change and demand generation strategies ensures customers receive the right message at the right time. Establishing an emotional connection through well-timed communications can motivate customers to participate and increase overall program success.
Key takeaways
- The more data, the better. Use data from various sources to create accurate models and identify high-potential customers.
- Good segmentation boosts outreach. Segment customers properly to deliver relevant messages and avoid wasted outreach.
- Cross-team collaboration is essential. Marketing, program and analytics teams must work together to operationalize these models and improve program outcomes.
Check out more lessons learned from our 2024 CLEAResult Energy Forum conference.
