aceee know before you go

35
Know Before You Go Sara Van de Grift, Illume Advising Danielle Marquis, SmartWatt Energy 2014 ACEEE Summer Study ∙ Pacific Grove, California

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Page 1: Aceee know before you go

Know Before You Go

Sara Van de Grift, Illume AdvisingDanielle Marquis, SmartWatt Energy

2014 ACEEE Summer Study Pacific Grove, California∙

Page 2: Aceee know before you go

Congratulations! You won the XG&E SBDI Program!

Page 3: Aceee know before you go
Page 4: Aceee know before you go
Page 5: Aceee know before you go

Right.

Page 6: Aceee know before you go
Page 7: Aceee know before you go

Ouch.

Page 8: Aceee know before you go
Page 9: Aceee know before you go

Vertical Segmentation

Theory

Business Type · Geocoding · Energy Usage & Demand

Page 10: Aceee know before you go

Vertical Segmentation

Theory

Limitation: No insight into how customers will act

Page 11: Aceee know before you go

Custom Segmentation

Theory

Vertical + Demographics

Page 12: Aceee know before you go

Vertical Segmentation

Theory

Limitation: No insight at individual business level

Page 13: Aceee know before you go

Micro-Targeting

Theory

Primary Data + Secondary Data = Propensity Score

Page 14: Aceee know before you go

Vertical Segmentation

Theory

Limitation: Requires large amount of data & expensive

Page 15: Aceee know before you go

Phew. That’s better.

Page 16: Aceee know before you go

Practice

Vertical Segmentation

Page 17: Aceee know before you go

Practice

Vertical Segmentation

Potential Market400

Page 18: Aceee know before you go

Practice

Vertical Segmentation

Page 19: Aceee know before you go

Practice

Vertical Segmentation

Integrated Campaign

Page 20: Aceee know before you go

Practice

Vertical Segmentation

Projects0

5

10

15

20

25

30

35

BeforeAfter

3 months later…

Page 21: Aceee know before you go

Practice

Vertical Segmentation

Results• 980,000 kWh saved• 417% after 6 months

Page 22: Aceee know before you go

Practice

Custom Segmentation

Page 23: Aceee know before you go

Practice

Custom Segmentation

Phase 1: Geographic Segmentation

Page 24: Aceee know before you go

Practice

Custom Segmentation

Phase 1 Results: • PY1 Goals Exceeded• Under Budget• High Customer Satisfaction Ratings

Page 25: Aceee know before you go

Practice

Custom Segmentation

Phase 2: Demographic Segmentation

Page 26: Aceee know before you go

Practice

Custom Segmentation

33%

67%

Eligible Customers

Latino Chamber MembersNon Latino Chamber Members

Page 27: Aceee know before you go

Practice

Custom Segmentation

Integrated Campaign

Page 28: Aceee know before you go

Practice

Custom Segmentation

Initial Results Current0

500000

1000000

1500000

2000000

2500000

3000000

kWh PipelinekWh Saved

40% PY1 & PY2 Goal

Page 29: Aceee know before you go

Micro-Targeting

Practice

Page 30: Aceee know before you go

Micro-Targeting

Practice

2,300 completed

projects

Page 31: Aceee know before you go

Micro-Targeting

Practice

Good Better Best

50% Prospects

Page 32: Aceee know before you go

Micro-Targeting

Practice

Good Better Best

Higher Savings

18% 45%

Page 33: Aceee know before you go

Micro-Targeting

Practice74% accurate

Page 34: Aceee know before you go
Page 35: Aceee know before you go

Thank You!

Sara Van de GriftFounding Advisor

Danielle MarquisMarketing Director

sara

@ill

umea

dvis

ing.

com

dmar

quis

@sm

artw

attinc

.co

m