Opower Enhances Other EE Programs Arhan Gunel Analytics - PowerPoint PPT Presentation

Opower Enhances Other EE Programs Arhan Gunel Analytics arhan.gunel@opower.com

What is Opower?

$$$ Environment Citizenship Turn off AC & Turn off AC & Turn off AC & Turn on Fan Turn on Fan Turn on Fan

$$$ Environment Citizenship Turn off AC & Turn off AC & Turn off AC & Turn on Fan Turn on Fan Turn on Fan Zero Impact on Consumption

$$$ Environment Citizenship Neighbors Turn off AC & Turn off AC & Turn off AC & Turn off AC & Turn on Fan Turn on Fan Turn on Fan Turn on Fan Zero Impact on Consumption

$$$ Environment Citizenship Neighbors Turn off AC & Turn off AC & Turn off AC & Turn off AC & Turn on Fan Turn on Fan Turn on Fan Turn on Fan Zero Impact on Consumption 6% Drop in Consumption

Opower today A Software as a Service Customer Engagement Platform The Company • Serving leading utilities in 6 countries • Forbes #10 of 100 Most Promising Companies • 300 people in Washington, San Francisco, London, Singapore Our DNA Behavioral science software • Technology Investment Data analytics • Consumer marketing • • $25M R&D investment annually User-centric design • • World-class partners: Facebook, Honeywell, Home Depot, Best Buy 12 November 2012 7 OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE

Opower 8

World of EE Programs Opower 9

Weatherization Appliance Recycling World of EE Programs Opower Home Energy Audit Rebates 10

How does Opower affect other programs?

Opower Increases Participation and Deemed Savings in Other Utility EE Programs Participation Lift 1.2% 0.8% EE Program Participation Rate 0.4% 0.0% Without Opower With Opower 12

Prove it.

Randomized Control Trial (RCT) ensures accurate measurement Random Allocation Control No Treatment + Group Targeted Statistically households in equivalent Opower utility groups Treatment footprint Test + Group 14

Randomized Control Trial (RCT) ensures accurate measurement Random Allocation Control + No Treatment + Group Targeted Statistically Weather households in equivalent Opower utility groups Treatment footprint Test + + Group 15

Randomized Control Trial (RCT) ensures accurate measurement Random Allocation Control + No Treatment + Group Targeted Statistically households in Power Outage equivalent Opower utility groups Treatment footprint Test + + Group 16

Randomized Control Trial (RCT) ensures accurate measurement Random Allocation Control + No Treatment + Group Targeted Statistically households in Other equivalent Opower utility groups Treatment footprint Test + + Group 17

Randomized Control Trial (RCT) ensures accurate measurement Random Allocation Control No Treatment + Group Energy Usage Targeted Statistically households in kWh equivalent Opower utility groups Treatment footprint Control Opower Test + Group 18

Randomized Control Trial (RCT) ensures accurate measurement Random Allocation Control No Treatment + Group Customer Engagement Survey Metrics Targeted Statistically households in equivalent Opower utility groups Treatment footprint Control Opower Test + Group 19

Randomized Control Trial (RCT) ensures accurate measurement Random Allocation Control No Treatment + Program Group Participation Participation Rate Targeted Statistically households in equivalent Opower utility groups Treatment footprint Control Opower Test + Group 20

Case Study: Home energy audit participation at a northeast utility

How to interpret lift results Northeast Utility Home Energy Audit (HEA) Program Data 80000 Control Treatment 60000 Customers 40000 4136 HEA 20000 Participants 0 Opower Wave 2010 HEA Participants 2010 22

How to interpret lift results Relatively few customers participate in opt-in EE programs … 80000 Control Treatment 60000 Customers 40000 4136 HEA 20000 Participants 0 Opower Wave 2010 HEA Participants 2010 23

How to interpret lift results Relatively few customers participate … but Opower increases the in opt-in EE programs … number of customers that do. 80000 21% lift, 5.0% 530 incremental participants Control 4.0% Treatment 60000 Participation Rate Customers 3.0% 40000 2.0% 4136 HEA 20000 Participants 1.0% 0.0% 0 Opower Wave 2010 HEA Participants 2010 HEA Participants in Wave 2010 24

Incremental deemed savings remains a small part of Opower’s total savings Measured and deemed savings across all programs at a northeast utility 60000 50000 40000 MWh 30000 20000 10000 0 RCT Measured Savings Incremental Deemed Savings 25

Incremental deemed savings remains a small part of Opower’s total savings Measured and deemed savings across all programs at a northeast utility 60000 50000 96.6% behavioral 40000 and untracked MWh installed measures 30000 20000 3.4% due to incremental deemed 10000 savings 0 RCT Measured Savings Incremental Deemed Savings 26

Pan-client results

Wide range of results Program Lift Across Programs at 11 utilities 140% 120% Participation % Lift 100% 80% 60% 40% 20% 0% -20% EE Progams Median Lift = 9%, Average Lift = 17% 28

Participation lift varies by program type 40% Lift In EE Program Participation test vs control 35% 30% Program % Lift 25% 20% 15% 10% 5% 0% Water HVAC Rebate Appliance Rebate Weatherization Appliance Recycling Home Audit EE Program Type Low cost programs show strongest lift 29

The message matters 30

The message matters No Promotion 31

The message matters No Promotion Promotional message 1 Promotional message 2 32

The message matters Which promotional language drives the most program participation? No Promotion Promotional message 1 Promotional message 2 33

The message matters Which promotional language drives the most program participation? No Promotion RCT lets you test! Promotional message 1 Promotional message 2 34

The message matters Promotional language in Opower’s Home Energy Reports effect on participation at Midwest utility 0.8% 0.7% 175% Lift Participation Rate 0.6% 107% Lift 0.5% 94% Lift 0.4% 0.3% 0.2% 0.1% 0.0% Control No promo Promo 1 Promo 2 Promotional Message Test Group 35

Participation lift changes over time Monthly Home Energy Audit Program Participation Rate at Northeast Utility 0.50% 0.45% 0.40% Control Rate Monthly Participation Rate Recip Rate 0.35% Home Audit 0.30% Promo 0.25% Opower Start 0.20% 0.15% 0.10% 0.05% 0.00% Month 36

Participation lift changes over time Monthly Home Energy Audit Program Participation Rate at Northeast Utility 0.50% 0.45% 0.40% Control Rate Monthly Participation Rate Recip Rate 0.35% Home Audit 0.30% Promo 0.25% Opower Start 0.20% 0.15% 0.10% 0.05% 0.00% Month 37

What’s next? Further time-series analysis • More A/B testing of Opower treatments • Demographic targeting • International •

Thanks! Questions? Why do treatments and controls taste so similar? Arhan Gunel Analytics arhan.gunel@opower.com