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How Big Data Shapes BDR Programs

Published July 12, 2016

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Encouraging consumers to play a significant and collective role in grid operation is one way we change the way people use energy. Demand response (DR) balances electricity supply and demand and offers several methods for engaging consumers to conserve during peak periods. Behavioral demand response (BDR), especially when coupled with a bring-your-own-device model, provides consumers not only with choices on how to conserve, but incentives and information they want, the way they want to receive it. (We’ve talked before about changing consumer communication expectations.)

For the utility, this means less stress, more data and satisfied customers. It’s not a burden; it’s an opportunity to create meaningful, ongoing touch points with your user-base. And we get the analytics we need to adjust BDR marketing, delivery and messages accordingly, helping to bring a more reliable load shed.

One utility in North America implemented a BDR program with us and AutoGrid, a software provider, that upped the ante in regards to customer engagement. The utility saw value in working with local businesses and offered participating customers coupons from local businesses, such as a local pizza restaurant, to dine out rather than use energy at home before, during or after peak load periods.

CLEAResult’s BDR programs help utilities leverage big data analytics to continuously refine marketing and program design concepts for different customer segments, creating relevant and personalized services. These programs encourage participant load reduction through tailored communications over phone, text, email and web. It also provides near real-time feedback on program performance.

In this video below, CLEAResult’s Dain Nestel, ‎practice director, and Safiyyah Khan, product marketing manager, discuss the advantages of BDR programs that integrate software from AutoGrid. Dain sums it up nicely, stating, “The technological changes that are enabling BDR are pretty significant, in that now we have big data analytics that are allowing us to better understand what is happening at the customer level … and the way that we’re communicating with better access through texts and through email messages makes it easier to give relevant information to those customers.”

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