Monday, November 13, 2023
3:30 PM - 5:00 PM
Targeting Residential Electrification in Southern California Using Electricity Consumption Data
Session ID
A3 - Lightning: Accelerating the Home Electrification Journey
Social Science Insights
Mia Hermine

Advanced Metering Infrastructure (AMI) enables detailed analysis of building electricity usage patterns, but energy efficiency and electrification program administrators underutilize AMI as a resource for customer targeting. This symposium reveals findings made by the TECH Clean California Innovative Customer Targeting Pilot, which uses a novel combination of AMI data and utility partnership to promote electrification to residential customers in Southern California. This pilot is testing the hypothesis that AMI data-driven targeting increases the value and impact of behavioral marketing dollars by pre-screening the population for the customers who will benefit the most from home electrification. First, we discuss how the Pilot team structured its partnership with Southern California Edison enabling data sharing, real-time analysis of SCE customer AMI data, and deployment of outreach campaigns targeting customers for specific electrification interventions best suited for their homes. Next, we focus on a single targeted email outreach campaign and compare outcomes for the targeted customer group versus the general population, showing the power of AMI data-driven customer targeting to focus marketing resources on only those customers most likely to achieve desired outcomes. Finally, we quantify the ROI impacts of a small media budget when the population is pre-screened using AMI data-driven targeting. Behavioral methods have proven effective for increasing engagement, but energy program marketing budgets tend to be small. These budgets are unlikely to increase significantly, while the need for climate action only grows more urgent. This research will be broadly applicable in any behavioral outreach campaign to show how AMI data screening can help ensure that every dollar spent results in the maximum possible return on grid value, greenhouse gas savings, and consumer benefits.

Supporting Document 1