We approve PG&E’s ME&O strategy as written, on condition that they provide examples of integrated messaging are provided to the Working on a regular basis. Marketing automation In the Blueprint, Greenberg recommended that the utilities pursue a marketing automation strategy to complement the extensive targeting and segmentation required for the default TOU rollout. Greenberg emphasized that utilities had extensive data on customers, e.g. their usage from smart meter data, their location, their payment behavior, CARE enrollment status, communication preferences and psychographic profile. This data should exist within a single ecosystem in order to carry out a complex marketing campaign and to target customers with the correct message based on their individual information. In their advice letter, PG&E described the marketing software programs they have acquired and the integration to date of their various systems to provide individualized outreach to customers. PG&E shall provide a short progress report on marketing automation and data integration efforts in its quarterly PRRRs. Coordination with other activities One concern of the Commission is how any rate reform ME&O effort interacts with and avoids conflict with other residential programs, including the CARE and ESA programs, current energy efficiency and demand response programs and the effort to increase uptake of energy management technology per AB 793. The Commission also expressed concern on how the IOUs’ ME&O activities would be integrated with the ME&O ordered in the Statewide ME&O proceeding (A.12-08-007). Energy Efficiency/Demand Response Utility energy efficiency and demand response programs currently have significant budgets and ME&O efforts of own. PG&E indicates that much of the data on customers (such as the Energy Efficiency Opportunity Score) and research from these programs has been leveraged for rate reform marketing
We approve PG&E’s ME&O strategy as written, on condition that they provide examples of integrated messaging are provided to the Working on a regular basis. Marketing automation In the Blueprint, Greenberg recommended that the utilities pursue a marketing automation strategy to complement the extensive targeting and segmentation required for the default TOU rollout. Greenberg emphasized that utilities had extensive data on customers, e.g. their usage from smart meter data, their location, their payment behavior, CARE enrollment status, communication preferences and psychographic profile. This data should exist within a single ecosystem in order to carry out a complex marketing campaign and to target customers with the correct message based on their individual information. In their advice letter, PG&E described the marketing software programs they have acquired and the integration to date of their various systems to provide individualized outreach to customers. PG&E shall provide a short progress report on marketing automation and data integration efforts in its quarterly PRRRs. Coordination with other activities One concern of the Commission is how any rate reform ME&O effort interacts with and avoids conflict with other residential programs, including the CARE and ESA programs, current energy efficiency and demand response programs and the effort to increase uptake of energy management technology per AB 793. The Commission also expressed concern on how the IOUs’ ME&O activities would be integrated with the ME&O ordered in the Statewide ME&O proceeding (A.12-08-007). Energy Efficiency/Demand Response Utility energy efficiency and demand response programs currently have significant budgets and ME&O efforts of own. PG&E indicates that much of the data on customers (such as the Energy Efficiency Opportunity Score) and research from these programs has been leveraged for rate reform marketing
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