An electricity retailer wanted to know which prospects to prioritize as it expanded into a new state. Inbound Insight appended Energy Consumer Dynamics (ECD) clusters to 10,000 existing customers. From this we were able to determine the absolute number of customers that fell into each of the 13 ECD clusters. We also created the Market Penetration Index by comparing their customer share by cluster to the cluster share of households in the markets they currently served.
The result was a clear set of winning top-priority clusters that they were then able to use to determine the best target audience for their direct mail prospecting efforts as they expand to new territories. We provided the direct mail list based on this targeting, and also included key demographic data such as age and income, along with the Personicx cluster of each household. This provided the client with multiple frameworks to analyze results of their initial campaign and determine the best way to refine their target audience in the future.