Dat a f or smar t ener gy

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

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

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

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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

Case st udy Hydro One 6

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)

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 3564 55 3554 65 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.

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

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

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

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

CREATIVE BEFORE SEGMENTATION

Cr eat ive AFTER Segmentation

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 4 0.12 69 0.05 5.80 227 4 0.12 69 0.05 5.80 227 S1 11 Pets & PCs 303 8.73 6 189 4.56 4.90 191 307 8.84 6 258 4.61 4.91 192 U3 33 New Italy 2 0.06 44 0.03 4.55 178 309 8.90 6 302 4.64 4.90 192 R1 32 New Homesteaders 122 3.51 3 650 2.69 3.34 131 431 12.41 9 952 7.33 4.33 169 U3 18 Cluttered Nests 9 0.26 271 0.20 3.32 130 440 12.67 10 223 7.53 4.30 168 E1 07 Winner's Circle 147 4.23 4 643 3.42 3.17 124 587 16.91 14 866 10.95 3.95 154 S3 26 La Vie est Belle 12 0.35 390 0.29 3.08 120 599 17.25 15 256 11.24 3.93 154 U4 28 Startups & Seniors 21 0.60 693 0.51 3.03 119 620 17.86 15 949 11.75 3.89 152 E1 12 God's Country 383 11.03 13 063 9.62 2.93 115 1 003 28.89 29 012 21.37 3.46 135 E2 23 FastTrack Families 67 1.93 2 296 1.69 2.92 114 1 070 30.82 31 308 23.06 3.42 134 E1 10 Mr. & Ms. Manager 173 4.98 5 992 4.41 2.89 113 1 243 35.80 37 300 27.47 3.33 130 S2 05 Asian Affluence 3 0.09 105 0.08 2.86 112 1 246 35.89 37 405 27.55 3.33 130 S3 16 Mini Van & Vin Rouge 6 0.17 215 0.16 2.79 109 1 252 36.06 37 620 27.71 3.33 130 U1 02 Urbane Villagers 47 1.35 1 733 1.28 2.71 106 1 299 37.41 39 353 28.98 3.30 129 S4 14 Upward Bound 9 0.26 345 0.25 2.61 102 1 308 37.67 39 698 29.24 3.29 129 U1 09 Furs & Philanthropy 2 0.06 77 0.06 2.60 102 1 310 37.73 39 775 29.29 3.29 129 U1 08 Money & Brains 26 0.75 1 002 0.74 2.59 101 1 336 38.48 40 777 30.03 3.28 128 T2 35 Le Québec Rustique 31 0.89 1 196 0.88 2.59 101 1 367 39.37 41 973 30.91 3.26 127 S4 43 Simple Pleasures 94 2.71 3 655 2.69 2.57 101 1 461 42.08 45 628 33.60 3.20 125 S4 24 Nearly Empty Nests 51 1.47 1 988 1.46 2.57 100 1 512 43.55 47 616 35.07 3.18 124 S4 19 Rods & Wheels 409 11.78 15 980 11.77 2.56 100 1 921 55.33 63 596 46.84 3.02 118 E3 50 Villes Tranquilles 14 0.40 549 0.40 2.55 100 1 935 55.73 64 145 47.24 3.02 118 S4 38 Grey Pride 37 1.07 1 458 1.07 2.54 99 1 972 56.80 65 603 48.32 3.01 118 T1 39 Ontario Originals 394 11.35 16 059 11.83 2.45 96 2 366 68.15 81 662 60.14 2.90 113 E2 22 BlueCollar Comfort 100 2.88 4 082 3.01 2.45 96 2 466 71.03 85 744 63.15 2.88 112 S2 29 Suburban Rows 24 0.69 981 0.72 2.45 96 2 490 71.72 86 725 63.87 2.87 112 U4 51 Lunch at Tim's 155 4.46 6 415 4.72 2.42 94 2 645 76.18 93 140 68.60 2.84 111 T1 40 Heartlanders 87 2.51 3 690 2.72 2.36 92 2 732 78.69 96 830 71.31 2.82 110 U1 01 Cosmopolitan Elite 10 0.29 435 0.32 2.30 90 2 742 78.97 97 265 71.63 2.82 110 T1 25 Tools & Trucks 146 4.21 6 701 4.94 2.18 85 2 888 83.18 103 966 76.57 2.78 109 S1 03 Suburban Gentry 44 1.27 2 085 1.54 2.11 83 2 932 84.45 106 051 78.11 2.76 108 S2 20 Asian UpandComers 1 0.03 48 0.04 2.08 81 2 933 84.48 106 099 78.14 2.76 108 S2 21 South Asian Society 2 0.06 97 0.07 2.06 81 2 935 84.53 106 196 78.21 2.76 108 E2 41 White Picket Fences 12 0.35 587 0.43 2.04 80 2 947 84.88 106 783 78.64 2.76 108 T1 56 Golden Ponds 82 2.36 4 130 3.04 1.99 78 3 029 87.24 110 913 81.69 2.73 107 R1 27 Fields of Dreams 264 7.60 13 355 9.84 1.98 77 3 293 94.84 124 268 91.52 2.65 104 R2 63 First Nations Families 8 0.23 423 0.31 1.89 74 3 301 95.07 124 691 91.83 2.65 104 R1 34 Big Sky Families 35 1.01 1 911 1.41 1.83 72 3 336 96.08 126 602 93.24 2.64 103 T2 58 La Vie Bucolique 8 0.23 443 0.33 1.81 71 3 344 96.31 127 045 93.57 2.63 103 U2 04 Young Digerati 6 0.17 336 0.25 1.79 70 3 350 96.49 127 381 93.81 2.63 103 U7 59 Solo Scramble 22 0.63 1 294 0.95 1.70 66 3 372 97.12 128 675 94.77 2.62 102 R2 55 Back Country Folks 66 1.90 3 901 2.87 1.69 66 3 438 99.02 132 576 97.64 2.59 101 U7 49 Daytrippers & Nightowls 1 0.03 66 0.05 1.52 59 3 439 99.05 132 642 97.69 2.59 101 U5 46 Newcomers Rising 2 0.06 145 0.11 1.38 54 3 441 99.11 132 787 97.80 2.59 101 R2 57 Down on the Farm 10 0.29 744 0.55 1.34 53 3 451 99.40 133 531 98.34 2.58 101 U3 13 Continental Culture 2 0.06 150 0.11 1.33 52 3 453 99.45 133 681 98.45 2.58 101 U2 15 Electric Avenues 1 0.03 76 0.06 1.32 51 3 454 99.48 133 757 98.51 2.58 101 U4 54 Crafting & Curling 2 0.06 169 0.12 1.18 46 3 456 99.54 133 926 98.64 2.58 101 T2 65 Bons Vivants 6 0.17 546 0.40 1.10 43 3 462 99.71 134 472 99.04 2.57 101 U4 53 Mobility Blues 8 0.23 759 0.56 1.05 41 3 470 99.94 135 231 99.60 2.57 100 U7 62 Park Bench Seniors 1 0.03 117 0.09 0.85 33 3 471 99.97 135 348 99.68 2.56 100 E2 30 Exurban Crossroads 1 0.03 134 0.10 0.75 29 3 472 100.00 135 482 99.78 2.56 100 Index (Single Cluster) 0 50 100 150 200 15

Thank you quest ions Rupen Seoni Vice President & Practice Leader rupen.seoni@environicsanalytics.ca 416.969.2837