BECC 2013 - Behavior Energy and Climate Conference

BECC 2013
Utilities Combine Market Intel with
Behavioral Tools to Drive
Customer Engagement
Jan Berman
Pacific Gas and Electric Company
About PG&E
It Starts with Data
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Year Built Square Footage Air Condi9oning Pool Appliance Purchase •  Interval Data •  Area •  Climate Zone •  Weather • 
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Age Gender Income Residen9al Personas Education and Engagement: Using Big Data
Targeted Marketing: Deep Home Retrofit
Local Partnership Success in Fresno
Residential Persona Examples
Eco-­‐Ac9ve Go-­‐GeDers Style Seekers Paving The Way The Gadget Family Tone
Optimistic
Activist
Tone
Playful
Simple
Tone
Conservative
Practical
Tone
Modern
Communal
Messages
Help The Environment
Do Your Part
Messages
Look Good
Be Care Free
Messages
Get Ahead
Ease The Burden
Messages
Enjoy Convenience
Enhance Quality
Hot-Buttons
Climate
Equality
Hot-Buttons
Peer Influence
Savings
Hot-Buttons
Money
Progress
Hot-Buttons
Family
Finances
Channels
Internet
SMS
Channels
Outdoor
Magazines
Channels
Television
In-Store
Channels
Internet
Mail
Products
eBill/Autopay
Energy Alerts
Products
SmartRate
Products
Balanced Payment Program
Products
SmartAC
MyEnergy
Targeted Marketing: Residential CPP Rate
Use data to target customers: •  likelihood to provide large demand reduc9ons •  propensity to enroll – poten9al for bill savings •  SmartAC par9cipa9on Metrics Goal Results NEW Customers acquired in 2012 Total enrolled Dec. 2012 77K 61K 80K NEW Customers acquired in 2013 Total enrolled Oct. 15, 2013 100K 45K 119K Customer Sa1sfac1on and Reten1on 2012: •  98% Reten9on •  80% very sa9sfied; 91% would recommend to a friend •  Average savings $75 (12%); CARE average $71 (19%) Personalized Analysis for Residential Customers
Home Area Network (HAN)
AzTech Energy Informa9on Display Comverge / Emerson IntelliTEMP 900 Ecobee Smart Thermostat Comverge / Energy Aware PowerTab Rainforest Automa9on / Bidgely Gateway Analysis and Tools for Small & Medium Business
Whole Building Approach
Thank you!
Jan Berman
Senior Director, Energy Efficiency Strategy
Pacific Gas and Electric Company
Janice.Berman@pge.com