Case Study: Large US Public Utility achieves targeted identification and conversion of highly engaged customers with Blueocean Market Intelligence's multivariate engagement scoring

Multivariate profiling to understand utility customers by level of engagement

Large US Public Utility engaged Blueocean Market Intelligence to develop an engagement scoring system to profile residential customers by level of engagement and support targeted product and service marketing. Blueocean Market Intelligence applied its 360 Discovery analytics approach, combining client transaction data with third‑party demographic, attitudinal and behavioral data to inform the work.

Blueocean Market Intelligence built a multivariate framework that scored customers across four dimensions (New Technology Adoption 44.90%, Interaction with Utility 22.50%, Rebate Leveraging 19.10%, Energy Management 13.50%), combined via an analytic hierarchy process, and developed a decision‑tree predictive model. The analysis produced five segments (Very Highly engaged 5%, Highly 13%, Moderately 23%, Mildly 50%, Non‑engaged 9%), identified the top three rules predicting high engagement, and uncovered characteristics and conversion opportunities to enable targeted offers and increased customer interaction.