Leveraging Data Analytics September 2016 @GSG www.globalstrategygroup.com

Agenda WHO WE ARE What is analytics Predictive Modeling 2 WHO WE ARE What is analytics Predictive Modeling TESTING & EXPERIMENTS

About Global Strategy Group 3 One of the nation’s go-to public affairs firms Communications Advocacy Research Research + Insights Survey Research Qualitative Research Predictive Analytics Social Media Analytics Competitive Intelligence Influencer and Stakeholder Mapping Strategic Communication + Public Affairs Integrated Campaign Management Reputation Management Crisis Communications Digital and Social Media Strategy Legislative and Regulatory Strategy Grassroots/Grasstops Campaigns

Customer Surveys & Focus Groups 4 [IF SMELLED GAS] What did you do when you smelled gas? (Open-ended, top responses)

Using Data to Drive Communications 5

Measuring Success +45 +25 +14 - - -13 N/A -7 6 What are you most likely to do if you smelled natural gas in or near your home? +45 +25 +14 - - -13 N/A -7

What is analytics?

Some well known examples… 8

Organizational goals and challenges 9 Framing the problem Hypothesis Development Data Collection Data Analysis & Interpretation Decision Making Strategic Communication STRATEGIZE What are your big questions? Come up with a quick list of goals as well as some important challenges your organization faces.

Information Analytics 10 Public Data New Insights Utility Owned Data GSG Proprietary Data

Analytics can help you… 11 Identify and target customers for specific programs and offers Understand where and when ad buys should be placed and maximize investments Tailor messaging during crisis response Better understand your audience and the messaging that resonates when launching new projects, like pipeline expansion

Predictive Modeling

Example of Current Customer Targeting 13 Settled Renters/ Eager Participants Transient Young Affluent Renters Transient Lower Income Renters Disinterested Renters

Find the best individuals for targeting 14 Settled Renters Transient/Low Income Renters Transient/Young/Affluent Renters Disinterested Renters Target for Program A & Program B Target for Program B Only Old Way – Target by Demographic Segment New Way – Target by Individual Scores Do Not Target

Identify traits related to outcome 15 + + + = 72 Gender 2+ Children Type of vehicle owned Own/Rent Home + + + + = 60  Gender Purchasing Power Internet Usage Marital Status Location = 16 + + + % College Graduates in neighborhood Age Race Urbanity

Oscar Health Insurance – Market Expansion 16 Used model to isolate people most likely to be uninsured Saved resources by using digital billboard ads targeted to 3rd shift workers Able to reduce final acquisition costs from $500+ to $44 per new customer acquisition

Data driven piloting

A Well-known Example 18 Facebook manipulated the news feeds of users to change the number of positive and negative posts they saw When positive expressions were reduced, people produced fewer positive posts and more negative posts

Deliver different types of ads Data-driven pilot design 19 Create Sample Universe Group 1 Group 2 Control Randomly Assign to Groups Video Ad Video Ad + Display Ad Deliver different types of ads How likely are you to enroll in an energy efficiency program? Ask Interest Estimate Effects

Using analytics to determine persuasion & mode effects 20 Campaign thanking Democratic Members of Congress Increased the belief that Senator was working to strengthen Medicare by 4.9% Video ads coupled with display ads were no more persuasive than video ads by themselves.

Using analytics for smarter customer engagement 21 Model used to indicate customer likelihood to participate in energy efficiency programs Experiments used to test the uplift in enrollment achieved when selecting customers likely to enroll vs randomly selecting customers Utility enrolled the same amount of customers for 40% less direct marketing spend

Key Takeaways By leveraging data analytics, utilities can: 22 By leveraging data analytics, utilities can: Identify specific individuals to target for programs and services Test specific messages and adapt campaigns in real-time Maximize communications and advertising investments

Questions?

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