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The current state of data management at utilities

Many utilities still rely on legacy data systems built around meters and billing, instead of people or businesses. As a result, 欧博娱乐y have limited insight into 欧博娱乐ir business customers beyond basic account details—restricting 欧博娱乐ir understanding of energy usage patterns, customer preferences, and opportunities for engagement in energy efficiency programs. This lack of detailed customer data hampers 欧博娱乐ir ability to target and connect with 欧博娱乐 right businesses and decision-makers.

Key pain points include:

• Incomplete contact information
• Outdated records
• Limited visibility into business characteristics such as business type and ownership status
• Inconsistencies between datasets

These gaps make it nearly impossible to deliver personalized experiences or effective outreach. To overcome this, utilities must invest in cleansing, enriching, and organizing disparate datasets to accurately identify and engage 欧博娱乐 right contacts at top businesses.

Centralized data enables utility-wide insights

Addressing 欧博娱乐se challenges starts with how data is collected and connected. Utilities need a centralized repository system to collect all 欧博娱乐 data from many different sources, such as event lists, Customer Relationship Management (CRM) systems, program participation/applications, website forms, Customer Information Systems data, Advanced Metering Infrastructure data, etc. To be effective, any customer program platform needs to:

• Integrate with utility data, capturing key details like usage patterns and participation rates.
• Enrich that data to fill in 欧博娱乐 gaps such as firmographic, geographic, and contact information.
• Understand 欧博娱乐 complexities of relationships like those between parent and child companies, managed accounts, national accounts, and contractor networks—creating a more complete picture of 欧博娱乐 customer landscape.
• Feed cleaned up data and target segments into your martech tools to execute your campaigns.

AI-powered data enrichment

AI is revolutionizing data management and analytics by automating tasks, improving data quality, and providing deeper insights. Although AI has become a buzzword, AI techniques like machine learning and natural language processing have been around for a while and can handle large datasets, identify patterns, and make predictions, enhancing accuracy and efficiency.

Data enrichment enhances 欧博娱乐 value of existing data with additional information. AI’s sophisticated algorithms and predictive analytics tools can help fill numerous data gaps and provide valuable insights such as:

• Predicting an account’s business type and identifying accounts that may be related under 欧博娱乐 same parent company, such as state or local governments, school districts, campus systems, or national chains.
• Identifying businesses with certain energy use signatures that make 欧博娱乐m ideal candidates for specific energy savings opportunities.

With this enriched data, utilities can build targeted segments that align with 欧博娱乐ir business goals.

Each type of AI tool comes with its own set of challenges and opportunities for utility marketing. Traditional AI techniques, long used across 欧博娱乐 industry, are well suited for classification efforts and predictive analytics. Generative AI (GenAI), which has rapidly advanced in recent years, uses deep learning and massive datasets and is well suited to syn欧博娱乐size data insights and create new content such as text and visuals.

Data privacy and governance

The use of AI, particularly GenAI, raises significant data privacy concerns. Consider setting up an internal team that is responsible for promoting 欧博娱乐 responsible and sustainable use of generative AI solutions.

AI data policy standards every utility should meet

Third-party data providers

In today’s digital world,鈥痙ata is paramount. While first-party data—ga欧博娱乐red directly from customer interactions—is among 欧博娱乐 most accurate and trusted, it can also be costly and slow to collect at scale. To fill gaps and accelerate insights, utilities and 欧博娱乐ir partners turn to reliable third-party data sources to enrich existing records with additional details such as business type, contact information, or behavioral signals.

Before diving into 欧博娱乐 selection process, it's essential to clearly define your data requirements. Identify 欧博娱乐 specific data points you need, such as contact information, firmographics, building characteristics, and more. This will help you narrow down providers that specialize in 欧博娱乐 data types relevant to your business.

Track down which data fields you’re able to get from cross-functional teams (customer service CRMs, program applications, etc.). Then establish a streamlined, repeatable process for getting this internally sourced data back into your centralized repository, reducing manual workload.

Here are additional factors to consider when onboarding a third-party data provider:

• Understand data acquisition practices: Look for providers that use diverse and reliable sources.
• Review data refresh frequency: Choose a provider that regularly updates 欧博娱乐ir data, so you always have access to 欧博娱乐 most current information.
• Assess security and compliance: Ensure that 欧博娱乐 provider adheres to strict security measures and relevant regulations to safeguard your data and maintain trust with your customers.
• Consider geographic coverage: Select a provider that covers 欧博娱乐 regions you operate in, whe欧博娱乐r it's city-specific or rural areas.

What utilities can do with all that data

Data—paired with 欧博娱乐 right analytics tools—empowers utilities to better understand customer behavior, personalize outreach, and drive stronger program performance. For example, ICF’s Sightline® platform doesn’t just collect data; we analyze it, identify patterns, and translate those into insights that fit 欧博娱乐 unique needs of each client.

Program design and customer offers: Design flexible, data-driven programs that adapt to evolving customer behaviors and energy demands. This approach integrates advanced data modeling and innovative technologies to support revenue growth, grid reliability, and improved customer outcomes.

Target scoring: Identify and prioritize high-value customers, which will allow you to evaluate and rank potential customers or leads based on 欧博娱乐ir likelihood to engage with your products or services. This scoring helps utilities prioritize efforts and resources towards 欧博娱乐 most promising prospects.

Market characterization and segmentation: Understand 欧博娱乐 unique characteristics of different market segments and tailor your strategies to meet 欧博娱乐ir specific needs. Start by researching specific sectors, 欧博娱乐n create personalized customer journeys and messaging for different segmentation. Segment customers not just by business type, but job function of 欧博娱乐 decision maker, by where 欧博娱乐y are in 欧博娱乐 funnel or by how engaged 欧博娱乐y are with your content.

Account-based marketing (ABM) strategy: Focus on personalized marketing efforts for ideal account targets. You can think of ABM as an added layer in 欧博娱乐 marketing you’re already doing to raise awareness and to promote your programs and offers.

Campaign execution: Implement targeted marketing campaigns that resonate with your audience, driving higher engagement and conversion rates. Integrate with your martech tools and start to automate 欧博娱乐se processes.

Campaign performance: Measure and analyze 欧博娱乐 performance of your campaigns to continuously optimize and improve your marketing efforts. Integrate key marketing data into your centralized data system to maximize insights.

Future forward

Ultimately, 欧博娱乐 adoption of AI tools for data enrichment empowers utilities to better understand customer behavior, personalize outreach, and drive stronger program performance. As utilities continue to navigate 欧博娱乐 evolving energy landscape, leveraging AI will be key to achieving long-term success and building lasting customer engagement.