Dat a f or smar t ener gy

Transcription

1 Dat a f or smar t ener gy communit ies Panel at QUEST 2015 October 27, 2015 Rupen Seoni, Vice President & Practice Leader Rupen.Seoni@environicsanalytics.ca

2 About envir onics anal yt ics ~ 100 Employees Strong 300 Customers Across North America Specialists in Data Driven Insights and Target Marketing A World Leading Marketing Services Provider 2

3 a dat a hub t o join int er nal &ext er nal dat a Internal data (usage data, surveys) gives an important part of the picture External data provides added insight and context to improve: Communication effectiveness Behaviour change efforts Product/offer development Costs, by targeting efforts appropriately 3

4 4

5 How we do it Customer/ Survey Data Data Integration EA Data Datamart (Real or virtual online or offline) Business Intelligence Applications Customer Segmentation and Personas New Product Launches Multicultural Marketing Site Selection Sponsorship Media Planning Cross Selling Shopper Marketing

6 Case st udy Hydro One 6

7 SEGMENTATION METHODOLOGY Hydro One Data Print Measurement Bureau Survey (PRIZM Link) Asking Canadians Survey (PRIZM Link) Personas Hydro One Customer File with Program Participation and Consumption 2011 Hydro One Customer Satisfaction Surveys Environics Research Social Values Survey (PRIZM Link)

8 Hydro One Customer Segmentation Heartland Homeowners (33%) Emptynest Enthusiasts (17%) Flourishing Families (15%) Sensible Seniors (35%) Exurban, Town and Rural Upper Middleclass Families with Children Suburban and Rural Middleclass Families and Seniors Suburban and Exurban Comfortable Families Retired Seniors Satisfaction Low Above High Price Sensitivity Above Low High Image Hydro One Government Involvement Low High Below Low Low Age Household Size or or or Demographics Educ. Income <= High School <= High School Below >= University High <= High School Dwelling Social Values Media Preference Strong Canadian identity Logical/Rational decision makers Enthusiastic shoppers Introspective Confident in teamwork TV Radio Newspapers Internet Flyers 8 Community involved Live life to the fullest more to life than money and work Want to leave a legacy Ecologically aware Play by the rules Enjoy being in crowds Joyful consumers Like the New Risk takers Save on principle Sense of financial security Want to leave a legacy Community oriented Time stressed Risk averse Money conscious For more details related to the Hydro One Customer Segments, or for further analysis, please contact Vicky Sipidias.

9 CUSTOMER SEGMENTATION Sensible Seniors Heartland Homeowners 35% 33% 15% 17% Flourishing Families Emptynest Enthusiasts

10 SEGMENTATION INSIGHTS ENERGY USE Heartland Homeowners Emptynest Enthusiasts Flourishing Families Sensible Seniors

11 SEGMENTATION IMPLICATIONS Flourishing Families (15%) Sensible Seniors (35%) Suburban and Exurban Comfortable Families Explore new/premium services Help them escape routine Webenabled services Consider thoughtful options Highest summer airconditioning load Retired Seniors Help them economize Don t expose them to more risk Community involvement Traditional media crowd

12 POSITIVE RESULTS PEAKSAVER CAMPAIGN * Customer enrolment more than doubles with segmentation

13 CREATIVE BEFORE SEGMENTATION

14 Cr eat ive AFTER Segmentation

15 Cluster Social Group SESI Description Count Profile % Comp Single Cluster Count Base Enrollment Detail Only 2012 Records Compared to Total Balance Customer Mailing List Ranked by Usage Index Penetration % Comp % Pen Index Count % Comp Cumulative Profile Base Penetration Count % Comp % Pen Index E3 36 Les Traditionnelles S1 11 Pets & PCs U3 33 New Italy R1 32 New Homesteaders U3 18 Cluttered Nests E1 07 Winner's Circle S3 26 La Vie est Belle U4 28 Startups & Seniors E1 12 God's Country E2 23 FastTrack Families E1 10 Mr. & Ms. Manager S2 05 Asian Affluence S3 16 Mini Van & Vin Rouge U1 02 Urbane Villagers S4 14 Upward Bound U1 09 Furs & Philanthropy U1 08 Money & Brains T2 35 Le Québec Rustique S4 43 Simple Pleasures S4 24 Nearly Empty Nests S4 19 Rods & Wheels E3 50 Villes Tranquilles S4 38 Grey Pride T1 39 Ontario Originals E2 22 BlueCollar Comfort S2 29 Suburban Rows U4 51 Lunch at Tim's T1 40 Heartlanders U1 01 Cosmopolitan Elite T1 25 Tools & Trucks S1 03 Suburban Gentry S2 20 Asian UpandComers S2 21 South Asian Society E2 41 White Picket Fences T1 56 Golden Ponds R1 27 Fields of Dreams R2 63 First Nations Families R1 34 Big Sky Families T2 58 La Vie Bucolique U2 04 Young Digerati U7 59 Solo Scramble R2 55 Back Country Folks U7 49 Daytrippers & Nightowls U5 46 Newcomers Rising R2 57 Down on the Farm U3 13 Continental Culture U2 15 Electric Avenues U4 54 Crafting & Curling T2 65 Bons Vivants U4 53 Mobility Blues U7 62 Park Bench Seniors E2 30 Exurban Crossroads Index (Single Cluster)

16 Thank you quest ions Rupen Seoni Vice President & Practice Leader