motivating energy consumers to action - aceee · 10 opower confidential behavioral segmentation...
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Opower Confidential1
Motivating energy consumers to action
December 7, 2015
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We’ve all experienced ads that follows us around the web…
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This is called retargeting, and here is what Google is doing behind the scenes
A customer searches for a brand or visits the brand’s site
1They learn about the productsbut leave before purchasing.
2
Google displays ads on sites they visit later, bringing them back and keeping that brand top of mind
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Behavioral segmentation enables Google to target broader audiences
Analyze the past behavioral history of visitors to the advertiser’s website
Statisticallyjudge the characteristic intents and attributionsof visitors
Target usersonline with similar behavioral characteristics
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50% of visitorssee variation A
23%Conversion
50% of visitorssee variation B
11%Conversion
Variation A
Variation B
A/B testing determines the messaging we see
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Increase enrollment inEE programs
What if we could use this technology to promote energy efficiency instead of a Rolex?
Promote new products and
services
Successfully introduce new technologies,
like AMI
Drive deeper digital
engagement
72
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Consumer Rate Behavioral Demographic Psychographic Weather
Utilities have an amazing amount of data at their disposal to do just that!
Avg. Usage
Peak Usage
Load Curve
Age
Sq. Ft
Income
Green
Frugal
Techy
Avg. Temp
Peak Temp
Current Temp
Rate Code
Rate ID
Rate History
Cust ID
Premise
Account
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So, how do we put this data to work?
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Case Study 1: Behavioral Demand Response
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Behavioral segmentation – Using proactive communications to reduce peak
This is an alert from UtilityCo:
Tomorrow, Wednesday, July 10th is a peak day.
From 1:00 PM to 7:00 PM join UtilityCo customers
by reducing your electric use. Simple ways to save
on peak days include postponing dishwashing and
other large appliance use until the peak day is over.
Thank you for helping us save!
To opt out of phone alerts, press 9.
You may also reach us at 1-800-800-8000.
Under the hood: Using machine learning to segment customers into archetypes
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Quiz: Which AMI archetype saved the most?
Steady Eddies
Pro
po
rtio
n o
f u
sag
e
in e
ach
ho
ur
0.00 4.00 8.00 12.00 16.00 20.00 24.00
3%
4%
5%
6%
Hour of the day
Evening Peakers
Pro
po
rtio
n o
f u
sag
e
in e
ach
ho
ur
0.00 4.00 8.00 12.00 16.00 20.00 24.00
3%
4%
5%
6%
Hour of the day
Night Owls
Pro
po
rtio
n o
f u
sag
e
in e
ach
ho
ur
0.00 4.00 8.00 12.00 16.00 20.00 24.00
3%
4%
5%
6%
Hour of the day
Twin Peaks
Pro
po
rtio
n o
f u
sag
e
in e
ach
ho
ur
0.00 4.00 8.00 12.00 16.00 20.00 24.00
3%
4%
5%
6%
Hour of the day
Day Timers
Pro
po
rtio
n o
f u
sag
e
in e
ach
ho
ur
0.004.00 8.00 12.00 16.00 20.00 24.00
3%
4%
5%
6%
Hour of the day
EveningPeakers: 3X
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Key result: Consistent peak savings across multiple utilities
Key findings
Average reduction 3.0%
Maximum reduction 5.04%
Time of day
Control Test
Peak
kW
3% peak savings
5% during hottest
hour
1/3 the cost of
other DR
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2015 expanded on 2014’s BDR success
2014 2015
Utilities 4 7
Households 1.0M 1.5M
Countries 1 2
Events 12 29
Communication
s4.4M 11.7M
MW >200 >300
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Finding: Savings persist year-over-year
Savings over two seasons at
one utility in California
Savings over two seasons at
one utility in Michigan
4.1%4.3%
3.9%3.6%
4.4%
Aug 28 Sept 5 Sept 16 Aug 27 Sept 10
1.8%
1.5%1.7%
2.0% 2.0%
1.8%
2.4%
1.7%
July23
Aug21
Aug22
July28
July31
Aug14
Sept2
Sept3
2014 2015Key:
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Engaged and happy customers
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Case Study 2: Points and Rewards
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A/B testing – Can loyalty points apply to saving energy?
Using their credit cards
Booking hotel rooms
Flying across the country
Shopping for groceries
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National Grid set out to find the answer
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Affect
Quiz: Which message was most effective for getting customers to sign up?
Affect: 0.5X
Loss FramingScarcity
Scarcity: 3.0X Loss Framing: 5.4X
Gain Frame (Control)
Control: 1.0X
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Key result: Improvements in satisfaction and efficiency program participation
46%
56%
Control Offered Rewards
Customer satisfaction Value perception
Program participation
Online audit
completion
9.2% completion rate
Electronic
billing
enrollment
8% uptake
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Where do we go from here?
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Where we’re going: Utilities as trusted advisors to their customers on all energy decisions
Promote efficient behavior
Market new programsand service
Drive adoption of best pricing scheme
Load shape
Web behavior
Income
Home data
Customer
Engagement
Platform
Monthly usage
Customer
Engagement
Platform
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Thank you!
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