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Know Before You Go
Sara Van de Grift, Illume AdvisingDanielle Marquis, SmartWatt Energy
2014 ACEEE Summer Study Pacific Grove, California∙
Congratulations! You won the XG&E SBDI Program!
Right.
Ouch.
Vertical Segmentation
Theory
Business Type · Geocoding · Energy Usage & Demand
Vertical Segmentation
Theory
Limitation: No insight into how customers will act
Custom Segmentation
Theory
Vertical + Demographics
Vertical Segmentation
Theory
Limitation: No insight at individual business level
Micro-Targeting
Theory
Primary Data + Secondary Data = Propensity Score
Vertical Segmentation
Theory
Limitation: Requires large amount of data & expensive
Phew. That’s better.
Practice
Vertical Segmentation
Practice
Vertical Segmentation
Potential Market400
Practice
Vertical Segmentation
Practice
Vertical Segmentation
Integrated Campaign
Practice
Vertical Segmentation
Projects0
5
10
15
20
25
30
35
BeforeAfter
3 months later…
Practice
Vertical Segmentation
Results• 980,000 kWh saved• 417% after 6 months
Practice
Custom Segmentation
Practice
Custom Segmentation
Phase 1: Geographic Segmentation
Practice
Custom Segmentation
Phase 1 Results: • PY1 Goals Exceeded• Under Budget• High Customer Satisfaction Ratings
Practice
Custom Segmentation
Phase 2: Demographic Segmentation
Practice
Custom Segmentation
33%
67%
Eligible Customers
Latino Chamber MembersNon Latino Chamber Members
Practice
Custom Segmentation
Integrated Campaign
Practice
Custom Segmentation
Initial Results Current0
500000
1000000
1500000
2000000
2500000
3000000
kWh PipelinekWh Saved
40% PY1 & PY2 Goal
Micro-Targeting
Practice
Micro-Targeting
Practice
2,300 completed
projects
Micro-Targeting
Practice
Good Better Best
50% Prospects
Micro-Targeting
Practice
Good Better Best
Higher Savings
18% 45%
Micro-Targeting
Practice74% accurate
Thank You!
Sara Van de GriftFounding Advisor
Danielle MarquisMarketing Director
sara
@ill
umea
dvis
ing.
com
dmar
quis
@sm
artw
attinc
.co
m
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