Case Study: Large US Public Utility achieves more than double response rate and ~50% mailing-cost savings with Blueocean Market Intelligence

Improved direct response program participation and reduced marketing costs with predictive modeling

Large US Public Utility engaged Blueocean Market Intelligence to boost participation in a direct-response rate-plan enrollment program and cut marketing costs. The utility's challenge was to understand the key drivers of enrollment, identify the best residential prospects, and optimize mailing campaigns — Blueocean applied predictive modeling and its 360 Discovery analytics approach to tackle these needs.

Blueocean built a predictive model using two years of billing and usage data, satisfaction survey responses, demographic information and social-media insights to score customers by propensity to enroll. The model achieved about 60% accuracy, more than doubled the program response rate (from a 4% baseline) and delivered an implied ~52% saving in mailing-related campaign costs, while producing a clear target profile of high-value prospects.