HEA Campaigns

To increase participation in your HEA program, it's crucial to identify customers who are most likely to be interested and engage them effectively. By creating a segment of customers with a high HEA propensity score who haven't yet completed an assessment, you can focus your efforts on high-potential targets.

Putting it All Together

1. Build a segment of high-potential HEA customers
2. Analyze the segment's demographics, behaviors, and other attributes
3. Create additional segments for comparison
4. Build an exploration to compare segments and uncover insights
5. Use insights to develop targeted outreach strategies

Step 1:

In the BlastPoint platform, create a new segment. Set the criteria to include customers with an HEA propensity score greater than 8 and "Has completed HEA" equal to "false."

Save the segment with a descriptive name, such as "High-Potential HEA Customers."

Step 2:

Navigate to the Explore tool in BlastPoint and select the "High-Potential HEA Customers" segment. Analyze the segment's characteristics, such as age, income, energy usage patterns, and communication preferences, to better understand your target audience.

Step 3:

Build a segment of customers who have completed an HEA to identify potential behavioral insights. If propensity model persona segments are available, review and consider them for comparison.

Create segments based on homeownership status (owner vs. renter) and income levels.

Step 4:

In the Explore tool, select the "High-Potential HEA Customers" segment and the additional comparison segments. Analyze the visualizations to identify key differences and similarities between the segments.

Example: You might find that high-potential HEA customers are more likely to be homeowners with higher incomes and energy usage, while those who have completed an HEA are more environmentally conscious.

Step 5:

Based on the insights gained from your analysis, develop targeted outreach strategies for each segment. Tailor your messaging, incentives, and communication channels to resonate with the specific characteristics and motivations of each segment.

Monitor the effectiveness of your outreach efforts and continuously refine your approach based on customer feedback and participation rates.

Conclusion
By targeting customers with a high propensity for participating in a Home Energy Assessment and comparing them to other relevant segments, you can gain valuable insights to inform your outreach strategies. Tailoring your approach based on the specific characteristics and motivations of each segment will help you effectively promote HEA participation and achieve your program goals.