Results Delivered
The results measured from these initial tests were compelling, and assured VertexOne and PSE that predictive analytics for enrollment would continue to deliver improved response and reduced marketing costs regardless of the program marketed or direct marketing channel used. Averaged across all pilots, targeting customers identified as “high propensity” proved the following:
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Program Participation: Improved offer uptake by 70%
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Enrollment Per Marketing Dollar Spent: Decreased cost per enrollment by 40% (Translation - enroll the same amount of customers for 40% less direct marketing spend)
Since the completion of the pilot, PSE and VertexOne have continued to leverage these propensity scores in a number of applications, from email marketing to positioning PSE with trade allies. The ability to make data-based decisions has changed the way they operate in a fundamental way. Not only is their organization able to focus their resources on programs that are most likely to be effective, but the insights have allowed them to pursue new opportunities with greater confidence of success. Now, PSE’s theme song in the area of energy efficiency enrollment has become “doing more and more and more with less.”
