Using Customer Data Patterns to Segment and Target November 5, 2014 Marie Bahl McKenna SVP Sales & Marketing, Tendril
WHO WE ARE About Tendril A leading provider of Energy Services Management (ESM) solutions We partner with energy service providers to facilitate over 5 million households energy and cost savings. Our core expertise: Big data analytics Consumer engagement Software development 2
UTILITY PROGRAMS TODAY Siloed Programs DEMAND RESPONSE ENERGY EFFICIENCY CFL PROGRAM SOLAR PROGRAM 3
WHERE WE NEED TO GO The New Customer-Centric Paradigm ENERGY CONSULTING ENERGY EFFICIENT APPLIANCES HVAC TUNE-UP BEHAVIORAL ENERGY EFFICIENCY HOME ENERGY AUDIT Recycling SOLAR LED PROGRAM DEMAND RESPONSE 4
ENETERPRISE ANALYTICS Requirements for Success What it isn t SaaS Product, e.g. portal Applications based All things to all people What it is All the ables Focused Flexible Intelligent 5
GETTING THE MOST OUT OF YOUR DATA Energy Services Management TARIFF DATA METER DATA BILL DATA WEATHER DATA DEMOGRAPHIC DATA ESM PLATFORM Flexible Personalized Multi-channel Single Source USER DATA 6
HOW IT WORKS Effectively Marketing Targeted Offers 4 Step Reciprocal Process Step 1: Create Offer Choose offer type, add custom inputs, and leverage a physics-based building model to power a personalized and relevant customer experience. 1 Define/Adjust Offer 7
HOW IT WORKS Effectively Marketing Targeted Offers 4 Step Reciprocal Process Step 2: Define Audience for Offer Specify geographic constraints, demographics, building details, energy usage patterns, savings constraints and behavioral propensities. 1 Define/Adjust Offer 2 Define/Adjust Audience 8
HOW IT WORKS Effectively Marketing Targeted Offers 4 Step Reciprocal Process Step 3: Add Personalized Content and Market Offer to Audience Confirm final messaging, create personalized content (including product/ service offers, challenges or alerts), specify a channel and schedule a launch date and time. 1 Define/Adjust Offer 2 Define/Adjust Audience 3 Personalize and Market Offer to Audience 9
HOW IT WORKS Effectively Marketing Targeted Offers 4 Step Reciprocal Process Step 4: Measure Performance Monitor current and past offer performance to influence future offer design and calculate campaign ROI. 1 Define/Adjust Offer 4 Measure Performance 2 Define/Adjust Audience 3 Personalize and Market Offer to Audience 10
MEET THE CUSTOMER OF ONE Improve Program Opt-In Rates and Customer Satisfaction Offer Type: Offer to join the Super Savers Program within a Home Energy Report that includes personalized recommendations for reducing energy usage. Query: Identify residential customers within a 30-mile radius of Missoula, Montana with household incomes over $100K who own ranch-style homes that are larger than 3,000 ft. 11
BENEFITS The New Customer-Centric Paradigm CUSTOMER Energy conscious UTILITY Beyond compliance Engaged Increase adoption Save money Lower costs Personalized Info Increase satisfaction Increase loyalty New revenue streams 12
CASE STUDY Duke Energy Opportunity Empower customers to take control of their energy use by providing compelling information and services. Become a trusted energy advisor. Solution My Home Energy Reports (MyHER) motivate customers to change behaviors and reduce energy usage. In addition to providing a means to track and reduce consumption, the MyHER program also delivers personalized offers for related products and services that drive new revenue streams and strengthen customer relationships. 13
CASE STUDY Duke Energy Through the MyHER program, Duke Energy became a trusted energy advisor and empowered customers to take control of their energy use. 20 mil 100,000+ Reports distributed to date Participants generated for other EE programs Less than 1% Program Opt-Out 0.002% CSR Call Volume EBIT delivered to the company: $15 mm kwh saved: 1/4 GWh or power to run 21,357 homes for a year Lighting and Assessments Benefitted most 14