Download Marketing Solutions for Energy Marketers

U.S. INFORMATION SOLUTIONS
Marketing Solutions for Energy Marketers
New Insights and Applications to Inform Energy Customer
Marketing and Communications
KEY BENEFITS
Enhance energy communications with
insight on estimated consumer financial
capacity and target the right customers
with the right rebates/programs
Inform digital strategies by analyzing
website visitors and display ad audiences
based on estimated financial characteristics
and help ensure online ads reach the
optimal audience
Leverage real-time technology to
provide actionable customer insights
at point-of-service
Improve targeting for green energy
and rebate programs
Solutions are developed for use in
non-FCRA applications
In today’s world, customers are becoming more savvy, sophisticated
and informed about their household energy consumption. With new
and emerging technologies in “smart home” appliances and monitoring
solutions, consumers now have greater insight into their household’s energy
consumption. Energy companies have a great opportunity to develop stronger
relationships with their customers by tapping into this growing customer thirst
for information by engaging in relevant and meaningful communications.
Additionally, energy companies are under increasing pressure from
their regulatory bodies to maintain positive relationships with their
consumers. They need more robust insights to better manage day-to-day
communications as well as anticipate the needs of their customers.
Finally, energy industry marketers are faced with an increasing array of
ways to incentivize customers to trade out energy inefficient appliances with
rebate and conversion programs. Additionally, customers are finding ways
to become more energy-efficient in their home to save money on their utility
bills. In order to respond to these opportunities and better serve today’s
customer, energy companies need to understand and differentiate their
customers’ energy uses and their overall profile.
Target the Right Customers
A component of Equifax’s complete suite of solutions for the energy
industry, IXI™ Services’ solutions help energy companies’ marketing teams
gain insight on households’ estimated financial capacity, demographics,
understand website traffic, and utilize real-time tactical applications at the
point-of-service to better understand and communicate with their customers.
With our solutions, energy companies can:
■■
Enable more efficient communications by getting the right message
to the right household
■■
Promote energy efficiency and green energy programs to the most
appropriate, most responsive customer segments
■■
Generate interest and/or growth in programs such as:
–– Home/appliance warranty solutions
–– Energy efficiency home audits
–– Low Income Home Energy Assistance Program
–– Electronic/paperless billing
–– Electronic vehicle applications
To better serve
today’s customer,
energy companies
need to understand
and differentiate
their customers’
energy uses and
their overall profile.
The Foundation of Our Marketing Solutions
IXI Services’ marketing solutions are modeled from multiple sources,
including our proprietary database of over $14 trillion in anonymous, directmeasured™ consumer investable assets provided to us from our network
of leading banks, credit unions, securities, and insurance firms. Our directmeasurement methodology distinguishes us from other insights providers,
who rely primarily on survey-gathered information, which has significant
shortfalls in terms of coverage and accuracy.
We combine this foundation of measured wealth, comprising over 45% of all
U.S. invested assets, with additional proprietary financial measures of estimated
income, spending, aggregated credit, demographics and more to enable our
clients to gain a more comprehensive picture of the household wallet.
We apply these insights in our scoring and segmentation tools, digital
measurement and targeting options, and real-time online applications to
help our energy industry clients gain insight on their customers and grow
their businesses. IXI Services marketing solutions can be used for nonFCRA applications only.
Applications of Our Solutions for Energy Marketing, Digital, Customer Support,
Sales, and Operations Teams
Application
Marketing, CRM,
Segmentation,
and Targeting
Website
Measurement and
Optimization and
Digital Targeting
Point-of-service
Customer
Knowledge
Implementation
■■
Promote the right program package to the right customer based
on likely buying potential and preferences
■■
Differentiate and target consumers and markets by estimated
financial capacity (total income, spending, likely use of credit) and
other characteristics (demographics, attitudes, behaviors) across
online, mobile, TV, email, and direct mail
■■
Inform media planning and advertising with market-level financial
capacity insights
■■
Analyze and verify website visitors or display ad impressions
based on estimated financial capacity and other characteristics
■■
Identify brands/models/other options that are attracting the most
attention on your site
■■
Conduct A/B testing to enhance website flow and design
■■
Serve differentiated ads and reach more web visitors likely to
have the desired financial profile and propensities for the rebate/
conversion campaign
■■
Empower point-of service, call center and online representatives by
providing real-time insight on consumers’ likely financial position
and a recommendation on which energy incentive program to promote
■■
Leverage cloud-based, easy-to-use tools to enhance marketing
and sales efforts — in real-time and without the help of IT
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Our digital solutions
help energy marketers
understand website traffic
and power ad campaigns,
while our real-time platform
can help customer support
representatives gain insights
at the point-of-service.
Energy Customer Engagement Solutions
Our customer engagement solutions provide insight into households’
estimated financial capacity, enabling enhanced energy marketing. Our
digital solutions help energy marketers understand website traffic and
power ad campaigns, while our real-time platform can help customer
support representatives gain insights at the point-of-service. Our marketing
product suite complements Equifax’s other energy industry solutions.
Household-level, Estimated Financial Insights to Enhance
Marketing and Sales Efforts
Economic Cohorts
Economic Cohorts® is a household-level segmentation product that
clusters consumer groups based on estimated income, spending, and
aggregated credit, as well as demographics, lifestyles, attitudes, and
behaviors. Marketers can use Economic Cohorts to help the right message
reach the right household and choose the best marketing channels and
brand/model messaging that will resonate with that household.
Income360
Income360® provides a continuous household-based dollar estimate of
income uncapped up to $2.0M based on both income from wages and
income from assets. It provides marketers with a more current estimate of
total household income, useful to market the right products and services to
the right customer.
Discretionary Spending Dollars (DS$)
Discretionary Spending Dollars™ (DS$™) is a continuous household-based
dollar value estimate of discretionary spending uncapped up to $1.2M.
DS$ represents estimated disposable income minus non-discretionary
expenses, such as housing, utilities, public transportation, personal
insurance and pensions. It enables marketers to differentiate households
by likely discretionary outflows to enhance targeting for marketing efforts.
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CreditStyles Pro
CreditStyles® Pro presents aggregated credit measures that enable marketers
to segment households and neighborhoods based on their likely credit
availability, needs, and usage. It includes financial variables, Aggregated
FICO® Scores, and other measures to inform targeting and cross-sell.
Digital Solutions to Enhance Integrated, Cross-Channel Marketing
■■
Analyze and verify online visitors: Advertisers and digital/marketing
teams can leverage IXI Services’ AudienceIntel™ software tool to
analyze and verify the estimated financial profile of online visitors that are
viewing their display ads or coming to their website and which pages/
solutions seem to attract the most attention.
■■
Target online ads: Digital teams can use IXI Services’ digital targeting
options to power their online, mobile, and addressable TV ad campaigns.
■■
Apply customer lists online: Marketers can work with IXI Services’
digital team to “onboard” their customer lists to an online format so they
can better reach and message to their customers on their website and
via online ads.
These capabilities allow advertisers to better communicate with customers,
and differentiate and reach more consumers that are likely to have desired
financial characteristics for energy-specific rebate and incentive programs.
Household Decisions, a Real-time Tool to Enhance
Point-of-sale Programs
Household Decisions™ allows point-of-sale, call center, and online
representatives to use real-time recommendations (e.g., promote appliance
conversions) for each customer based on estimated financial and other
insights as well as the energy company’s business guidelines. Household
Decisions is a tool within our WalletInsights™ online software platform and
requires limited to no support from your IT department.
Better Empower Your Sales, Marketing, Digital, and Lending
Teams With Advanced Insights About Today’s Energy Consumer
Contact us now to find out how our solutions can help provide your
organization with powerful new insights into your customers, enlighten
your online strategy, and enhance your communications.
CONTACT US TODAY
For more information:
[email protected]
800-210-4323
ixiservices.com
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