Customer Segmentation and Targeting

All customers are not created equally. Understanding the differences in technical potential, economic perspectives, and attitudes towards resource conservation across business types, geographic areas, and demographics are keys to effective program delivery. Demand Side Analytics works with clients to look beyond the average customer and target the solution and messaging to customers to maximize marketing dollars and uptake.

  • During his tenure at Nexant, led the customer segmentation and sample design components of a Statewide Non-Residential End-Use Saturation Study. Utility sales and peak demand forecasts were broken down to the customer level using historic consumption records and then each account was assigned to a sector and segment. On-site data collection at 490 facilities and analysis of load patterns were then used to further disaggregate energy consumption to the end-use level. This granular investigation was used to inform the Market Potential Assessment and update the Technical Reference Manual.