Residential Energy Segmentation
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Transcript of Residential Energy Segmentation
RESIDENTIAL ENERGY SEGMENTATION
E Source Forum 2014 September 29–October 2, 2014
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CONSUMER DRIVEN ACTIVATION
Identify your best consumers and the
behaviors that define them
Inspire consumers with the right
product/ message in the right place
Locate your consumers efficiently
FIND
MAXIMIZE ENAGAGEMENT & ELIMINATE WASTE
ENGAGE UNDERSTAND
Answers WHO, WHAT, WHERE and HOW
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UNDERSTAND Identify the right consumer for your business
Not all consumers are the “right” fit … understand who is!
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FIND Locate the right consumer
CONTACT & MEDIA PREFERENCES
ENGAGE Deliver the right offering in the right place to inspire action
At Home
On-the-Go
In Store
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RESIDENTIAL ENERGY SEGMENTATION BACKGROUND
• E Source and Nielsen collaborated to create industry-specific, strategic residential consumer groups created around metrics that are important and relevant to utilities and energy companies
• Capitalizes on E Source’s expertise in the energy industry and Nielsen’s syndicated data and analytic segmentation capabilities
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RESIDENTIAL SEGMENTATION OBJECTIVES
• Benefit: Consumer groups are optimized by immediate and long-term value and configured to create maximum lift for marketing efficiency.
Marketing Efficiency
• Benefit: Consumer groups are linked to syndicated research and described by their product usage behaviors, motivations and preferences to identify patterns that can be used to develop new offerings.
Go-To- Market Innovation
• Benefit : Being tied to households and geographies ensures enterprise-wide usability for promoting existing programs and services through customer contact points (Ex: call centers)
Enterprise- wide Application
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COMPREHENSIVE DATA INPUTS
Syndicated Research • Nielsen Energy Behavior Track
• Participation in Energy Efficient Behaviors (40 profiles)
• Energy Consumption (8 profiles) • Energy Attitudes (23)
• Mediamark Research (MRI)
• Use of Green Light Bulbs/Green Products (2 profiles)
• Environmental Attitudes (9 profiles)
Household and Market Data
• Nielsen Housing Characteristics
• Home Ownership/Renter (2 profiles)
• Home Value (6 profiles) • Length of Residence (3 profiles) • Urbanicity (5 profiles)
• Nielsen Demographic Data • Household Age (7 profiles) • Household Income (11 profiles) • Household Size (4 profiles)
SUMMARY OF CUSTOM GROUPS
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RESULT: 7 RESIDENTIAL SEGMENTATION GROUPS
16.99%
19.08%
9.73%
8.37%
10.73%
24.14%
10.96%
Plugged in Families
Recycling & Rebates
Online Pragmatists
Rural Reducers
Thermostat Turners
Young Renters
Unengaged Owners
% of U.S. Households Strategic
Group % of
U.S. HHs Pro-Active
Efficiency (2) 36.07%
Passive Efforts (3) 28.83%
Barriers to Participation
(2) 35.10%
Total 100%
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HIGH LEVEL DESCRIPTION OF RESIDENTIAL ENERGY SEGMENTATION GROUPS
Description
PRO-ACTIVE EFFICIENCY PASSIVE EFFORTS BARRIERS TO PARTICIPATION
Plugged In Families
Recycling & Rebates
Online Pragmatists
Rural Reducers
Thermostat Turners
Young Renters
Unengaged Owners
% of U.S. HHs 17% 19% 10% 8% 11% 24% 11%
Age 25-54 45-74 25-54 55-74 65+ <45 55+
Income $75k+ $75k+ $50k-$100k $50k-$100k $10k-$50k <$50k <$50k
% Home Owners 84% 91% 72% 90% 96% 16% 88%
% Married 69% 72% 64% 64% 40% 24% 31%
% Kids 68% 14% 68% 2% 6% 37% 2%
Pro-Active Efficiency groups are higher income and home owners. Barriers to Participation groups are lower income with Young Renters representing renters. Rural Reducers and
Thermostat Turners are older with Rural Reducers having higher income. Online Pragmatists represent families.
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TAKEAWAYS FROM RESEARCH & GROUP CREATION • Key characteristics that influence energy-efficiency participation:
• Affluence
• Age
• Rent vs Own
• Passive Efforts group take some efforts like turning thermostat down, using CFLs,
have low-flow showerheads, but not overly engaged
• Young Renters offer future opportunity for energy efficiency
• Higher percentage ownership of hybrid & electric vehicles
• Rank 1st in other behaviors – turn off lights when not in use, unplug electronics, pre-paid service
• Twice as likely to have moved in the last year
• Rank 1st in wanting to be contacted by social media – Index of 168
EXAMPLE CASE: LOAD MANAGEMENT
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PLUGGED IN FAMLIES
RECYCLING & REBATES
ONLINE PRAGMATISTS
RURAL REDUCERS
THERMOSTAT TURNERS
YOUNG RENTERS
UNENGAGED OWNERS
Load Management
FIND THE RIGHT CUSTOMER: LOAD MANAGEMENT Reach the Right Customers
PRO
FILE
INDE
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PLUGGED IN FAMLIES
RECYCLING & REBATES
ONLINE PRAGMATISTS
RURAL REDUCERS
THERMOSTAT TURNERS
YOUNG RENTERS
UNENGAGED OWNERS
Load Management
Prefer Energy Provider Contact Me: Mobile Text
FIND THE RIGHT CUSTOMER: LOAD MANAGEMENT Reach the Right Customers through the Right Channel
PRO
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INDE
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PLUGGED IN FAMLIES
RECYCLING & REBATES
ONLINE PRAGMATISTS
RURAL REDUCERS
THERMOSTAT TURNERS
YOUNG RENTERS
UNENGAGED OWNERS
Load ManagementPrefer Energy Provider Contact Me: Postal Mail
FIND THE RIGHT CUSTOMER: LOAD MANAGEMENT Reach the Right Customers through the Right Channel
PRO
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INDE
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CHANNEL OF COMMUNICATION MATTERS • 3 of the 7 Residential Energy groups have an Above Average index to use load
management services
• Of the 3 groups that are likely to participate in Load Management programs • But, their contact preferences vary
• Plugged in Families index 38% higher than average to prefer contact by text
• Recycling & Rebates and Thermostat Turners have a higher preference for direct mail
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PLUGGED IN FAMILIES
U.S. Households 17%
LIFESTYLE & MEDIA CONSUMPTION
ENERGY BEHAVIORS • Participate in Appliance Rebates,
Load Management Programs • Use Programmable Thermostat to
Adjust Temp in Off-Peak/Seasonal • Use 11+ CFLs, Light Timers • Use Sprinkler Timer; Have Low
Water Plants • Drive Hybrid, Plug In Electric
Vehicles • Participate in Time of Use Rates,
Real Time Pricing • Participate in Online Energy,
Whole House Audits • Use Energy Company Online
Service to Monitor Use • Have 2+ Refrigerators • Added Shade Screens to Save
Energy • Use <10% of Monthly Income for
Energy Bills
Energy Efficient Program Participation
DEMOGRAPHICS • Age 25-54 (40% Age 35-44) • Income $75k+ (63% $75k-$200k) • Married Couples with Kids • 84% Work Full-Time • 74% Caucasian, 6% Asian; 14%
Hispanic HOUSING CHARACTERISTICS • 84% Home Owners • Reside in Urban, Suburban Areas • Home Value $200k+ • Length of Residence 1-4 Years • Home Built, 2000 or Later
WHO THEY ARE
LIFESTYLE & SHOPPING • Active Lifestyle: Jog, Ski, Weight Lift, Exercise at Club • Download/Purchase Music; Go to the Zoo • Spend $200+ on Children’s Toys; Rent Children’s Videos • Shop at The Gap, Old Navy, Costco, Best Buy, Target ONLINE • Heavy Internet Users • Order from amazon.com, zappos.com, ebay, target.com • Use Internet for Real Estate Information, Download
Music, Financial Information • Visit cnn.com, expedia.com, iTunes.com, shutterfly.com MOBILE • Use Apps Multiple Times a Day • Use Cell Phone or Tablet to Access WiFi • Has iPhone or Blackberry RADIO • Above Average Radio Listeners • Listen to Contemporary Hits, Alternative Rock PRINT • Read Parenthood, Sports, News Weekly Magazines SOCIAL MEDIA • Use Facebook and Twitter Daily • Use LinkedIn Weekly or Less often
WHAT THEY THINK
ATTITUDES & OPINIONS • Prefer Carbon Neutral/Green Energy: Solar Power • Would Pay $10 More per Month For Smart Meter Service • Conserve Energy to Improve the Environment • I Feel I am More Environmentally Conscious than Most
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IDENTIFY OPPORTUNITY TO ENGAGE BY MARKET Load Management Potential
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Your Customers
Your Proprietary
Data
Segmentation
Energy Behaviors &
Attitudes
Mobile Behaviors &
Usage
Technology Behaviors &
Usage
Media Preferences
Retail & Other
Lifestyle Behaviors
TAKE ACTION WITH A 360° VIEW OF THE CUSTOMER Connections to Nielsen assets drive holistic insights
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CONSUMER DRIVEN ACTIVATION
Identify your best consumers and the
behaviors that define them
Inspire consumers with the right
product/ message in the right place
Locate your consumers efficiently
FIND
MAXIMIZE ENAGAGEMENT & ELIMINATE WASTE
ENGAGE UNDERSTAND
Answers WHO, WHAT, WHERE and HOW
Joel Sumner Client Director Nielsen Consumer Activation Office: (858) 550-5720 Mobile: (858) 210-1476 [email protected]