Data science drives EDF Energy’s ‘Generation Electric’ campaign
How data science powered 'Generation Electric' for EDF Energy
As the UK’s largest producer of low-carbon electricity, EDF Energy is committed to supporting electric car adoption as part of their vision of a low-carbon future. Using their expertise in energy to benefit EV drivers, EDF Energy created an Electric Vehicle (EV) proposition (vehicle leasing, an EV tariff and home chargers) to be targeted appropriately to existing customers who own an EV, and those who may buy one in future through a nurture campaign.
To target customers suitable for home charge point installation and home energy plans designed for EV users, identifying customers who own an EV was required. With their move into EV car leasing, EDF Energy needed to be able to identify consumers who had a propensity to want to purchase an EV in the future.
Data analysis gained from smart meters was utilised in identifying EDF Energy customers who were likely to be EV owners. Predictions were made based on consistent, regular peaks and troughs in consumption combined with demographic filters.
CACI’s demographic data was used to gain an insight into consumer characteristics and behaviours and identify EDF Energy customers who are inclined to purchase an EV.
The Customer Journeys
Data analysis informed a customer journey that was designed by CACI in accordance with customer profiles that had been created, as well as an understanding of the EV buying process. The life stages of the journey reflected a customer-centred approach, recognising the needs of the customer when making a considered purchase:
- Awareness: of EDF Energy in the EV space
- Consideration: EDF Energy in the EV market and EV in general
- Education: on the EDF Energy EV proposition
- Review: against the customer’s specific needs
The journey of the EV proposition was customised throughout, recognising the different needs and requirements of the customer. A customer’s behaviour was a key driver in ensuring the right message was delivered at the right time. The individualised journey optimised behaviours to indicate when the customer was ready to progress, entering a Nurture programme to keep the proposition front of mind when it was suggested they were still transitioning through the average two year-long sales cycle. Interactive content was designed to complement the customers quadrant and enhance the journey and life stage, creating innovate user experiences and providing a personalised journey of follow up communications tailored to the customers interaction.
The campaign is still in its early stages, having recently launched and is already experiencing impressive results. The first email in the campaign’s series resulted in an open rate of 45%. This is 28% above the automotive industry standard!