Targeted Segmentation of Large Key Accounts for Enhanced EE Program Participation

Abstract

Targeted segmentation of large key accounts for enhanced EE program participation: Successful large C&I program implementation is instrumental in achieving energy/GHG reduction targets. One of the major barriers that we face in implementing a successful large C&I EE program, is the lack of deeper understanding of customer profiles. Customer profiling or segmentation has the potential to help focus our efforts on customers that have the highest potential, willingness, and engagement. In this presentation we will talk about a framework that was developed while delivering a large C&I program in the province of Ontario. The developed framework compared participants on three major categories – Potential: Consumption, Financials (YOY revenue increase, net margins, Return on Equity, Liquidity Ratio, Re-org/Merger) and Industry metrics (industry growth and market share); Willingness: corporate sustainability mandate, GHG reduction targets, on-going green initiatives; and Engagement:  Past program participation, realized savings, and participant contact responsiveness. The results of this analysis were further superimposed on any qualitative information that was gathered to segment participants. A high score indicated a higher potential, willingness, and engagement, consequently leading to an improved return (MWh acquisition) on the time and effort investments from program implementers. The presentation will also discuss hit rates of such a segmentation methodology in addition to discussing next steps for further refinement.

Presented By

Prad Challa, MASc, MMA, P.Eng., C.E.M., C.M.V.P.
Program Manager
CLEAResult

Prad is an energy management professional with experience in various capacities – program management, C&I energy consulting, analytics, and alternative energy research. He currently works as a Program Manager at the Toronto office of CLEAResult and is responsible for the delivery of their industrial program offerings.