How do you drive awareness and engagement of a complex product in one of the worlds most expensive and crowded media markets?

 

National Grid, an electricity and natural gas delivery company that connects nearly 7 million customers to vital energy sources through its networks in NY, MA and RI, has long known that segmentation in marketing can help to create relevancy for customers.

 

But in 2015, there was an opportunity to take segmentation much deeper.

And yesterday, we co-presented on this topic with our partner from National Grid at AESPs Brown Bag webinar "Learn How Hyper-Targeting Drives Business Results". We specifically presented on a test we did in Brooklyn and Staten Island, the lessons we learned, and how we are deploying those insights into a new demonstration project in MA: demand response.

Topics: Customer-Centric Marketing, Utility Communications, Data and Analytics, Digital Transformation and User Experience, Innovation, Marketing Strategy and Best Practices

 So what is digital transformation, exactly, anyway?

 

And how can it help me reach my KPIs, improve sales, and get better data?

 

Last week we launched our newest KSV Brief on Digital Transformation. And the response was huge. 

 

Turns out, a lot of companies in the energy and sustainability space are challenged by the digital experience they are offering to their customers and the data they are able to get back out of them. 

 

Even some that you might expect would really know what to do with data, companies that specialize in helping other businesses use data to drive efficiency and business decisions, even they are struggling with gaps, holes in data, redundant and black box systems that don't speak to each other, and digital user experiences that don't reflect the best parts of their brand.

 

So we thought we'd revisit the topic again this week and answer the three biggest questions that we got about digital transformation work.

 

Topics: Customer-Centric Marketing, Utility Communications, Data and Analytics, Digital Transformation and User Experience, Innovation, Marketing Strategy and Best Practices

Today we met with an energy company who is undergoing a digital transformation, and they wanted to talk to us about the intersection of customer experience and user experience. 

 

 

We presented our 2016 annual proprietary research, and some opportunities that we had identified for them, and the conversation and prep got us thinking: is digital transformation the biggest challenge that companies are facing today?

Topics: Customer-Centric Marketing, Utility Communications, Data and Analytics, Digital Transformation and User Experience, Innovation, Marketing Strategy and Best Practices

This week we had the privilege of meeting with a couple of great companies to talk about the future of energy.

 

(This image is from @gapingvoid. We love Hugh.)

The first company we met with is an international consultancy focused on innovation and redefining what it means to be an energy company.

 

The second: a smart and innovative large company whose primary product is insurance (well, they have a lot of products and services, but you get the idea), and guess what they wanted to talk about?

 

Energy and Innovation. The Connected Customer.

Big Data and Customer Experience.

 

Digital Transformation.

Topics: Customer-Centric Marketing, Utility Communications, Data and Analytics, Digital Transformation and User Experience, Innovation, Clean Energy, Marketing Strategy and Best Practices