STUDIES IN SUCCESS

Predicting Customer Behavior
How BlastPoint’s deluxe customer profiles drove targeted marketing campaigns that boosted customer engagement and saved money for a large East Coast gas utility company.


OBJECTIVE
To save money by converting as many customers as possible from paper-billing to electronic billing.


THE RESULTS
Cost Savings, Targeted Marketing & Positive Customer Engagement: Using BlastPoint, the large gas utility company met and exceeded their e-billing conversion goals for 2018. In under one quarter of use, the savings on paper billing paid for BlastPoint 3.6 times.


ABOUT THE COMPANY
This large gas utility company provides reliable, low-cost natural gas service to approximately 700,000 customers across the East Coast and Mid-Atlantic region.

Highlights

USE DATA
TO AUGMENT
CUSTOMER PROFILES
IDENTIFY
THE BEST CUSTOMERS
TO TARGET
USE MULTIMODAL
OUTREACH TO TARGET
AND CONVERT CUSTOMERS

The Process

DELUXE CUSTOMER PROFILES

1. LIFTING THE VEIL OFF CUSTOMER ATTRIBUTES
BlastPoint ingested the gas company’s customer list into its system. It used a variety of data sources, including aggregated geospatial data and rooftop-level residential data, to augment natural gas customer profiles. For example, using BlastPoint’s curated data library and matching algorithms, the utility learned more about every single customer. How old are they? Are they heavy internet users? How wealthy are they? Do they vote? Additionally, because this is valuable, sensitive data, all of these calculations were performed on an instance deployed on premises to ensure data integrity and security.

 

CUSTOMER ANALYSIS AND SCORING

2. ANTICIPATING CUSTOMER RESPONSE
Using BlastPoint’s proprietary predictive behavior algorithms, the utility’s marketing team was able to discover what attributes made a customer more likely to convert from paper billing to e-billing by looking at those who have already converted to e-billing. In this case, for example, not only did age turn out to be one of the most important factors, but it was clear that age 50 was the inflection point for conversion. Additionally, women and voters were more likely to use e-billing. Household wealth was also a leading indicator of whether someone would pay bills online. Using the results from this analysis, BlastPoint’s proprietary scoring algorithms then produced a list of all gas customers who were not yet using e-billing, ranked by those most likely to convert.

 

MULTIMODAL OUTREACH

3. MEETING CUSTOMERS RIGHT WHERE THEY ARE
In addition to ranking customers in order of “likelihood to convert,” BlastPoint’s deluxe customer profiles allowed the gas utility to segment customers by types of messaging and mode of communication. The BlastPoint platform revealed that some customers were more likely to open their mail, so direct mail would be the best way to reach them. Other (typically younger) customers were likely to be best reached through Facebook ads. Likewise, some more-environmentally-conscious customers were likely to be better targeted with environmentally-conscious messaging, while a different customer segment with lower wealth would be best reached through messaging about cost savings. This information allowed the gas company’s marketing team to target campaigns more accurately so that customers’ needs could be met with precision.

 

We knew our e-billing numbers were going to be tough to hit in 2018. Once we started using BlastPoint for this purpose, which wasn’t until about the last quarter of the year, we did hit [and even exceed] those numbers, so we made up a lot of ground in the last quarter.

Anonymous

Director of Program Management

We’re extremely satisfied with BlastPoint. I couldn’t be happier with how things have gone and are going.

Anonymous

Vice President of Business Development