1. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
Historical consumption
data to drive energy
efficiency
Giulia Gioffreda
Head of EU Affairs
giulia.gioffreda@opower.com

2. O P O W E R C O N F I D E N T I A L : D O N O T
D I S T R I B U T E
Opower at a glance
» Working with over 95 utilities around the world
» Over 380 billion meter reads under analysis
» 37% of US household data under
management
» 580 people in London, Tokyo, Singapore, San
Francisco, and Arlington, VA (HQ)
» Behavioral science
» Big data analytics
» User-centric design
» 1.5-3% reduction in per household
consumption
» 8 TWh saved to date
» 5% reduction in peak demand
» 5% average increase in customer sentiment
» 50-100% increase in sales of new services and
adoption of new tariffs (e.g., TOU)
Company
DNA Impact
2

3. O P O W E R C O N F I D E N T I A L : D O N O T
D I S T R I B U T E
Our experience
Average energy consumer
doesn’t care
Showing data is not enough

4. O P O W E R C O N F I D E N T I A L : D O N O T
D I S T R I B U T E
How to design for energy customers
1. Design for how people actually behave
2. Assume people don’t care
3. Always lead to action
4. Aim for lasting relationships
5. Build for everyone… who receives a utility bill
Opower’s 5 principles

5. O P O W E R C O N F I D E N T I A L : D O N O T
D I S T R I B U T E
5
Schultz & Cialdini (OPOWER Scientists)
Hewlett Foundation San Marcos Study
Zero Impact on Consumption 6% Drop in
Consumption
An Introduction to applied behavioral science

6.
We don’t like to be abnormal.
Design for how people actually behave
Use social norms

7.
Design for how people actually behave
Ask people to commit
If we commit to a goal, we are more likely to honor it
because it’s now part of our self-image.

8.
Design for how people actually behave
Technique: Loss Aversion
The pain of giving up an object is greater than the joy
associated with acquiring it.

9.
Design for how people actually behave
Technique: Extrinsic Motivation
For one-time actions, rewards can be powerful.

10. Design for how people actually behave
Reciprocity
-­‐
High
Bill
Alerts
For your benefit, so there are no
surprises, we wanted to let you know
that you’ve been using more natural
gas this period.

11. Design for how people actually behave
Points
and
Rewards
Signup
Earn
points
for
every
kWh
you
save
and
get
rewarded
Congratula7ons!
You’ve
been
specifically
selected
to
be
a
part
of
the
rewards
program
Earn
points
for
every
kWh
you
save
and
get
rewarded
You
have
150
rewards
points
already.
Don’t
lose
them!
Results:
1.0x
Results:
0.5x
Results:
3.0x
Results:
5.4x
Gain
Frame
(Control)
Affect
Exclusivity
Reciprocity
+
Loss
Framing

12.
Tactics
➔ Always pair data with insight
➔ Expose personalization
➔ Don’t make people work to understand
➔ Use familiar mental models
Assume people don’t care
Design for limited
aTenUon
spans

13. Assume people don’t care
Leverage moments that are already engaging

14.
Assume people don’t care
Example: new movers experience

15.
Always lead to action
Provide Ups
that
are
acUonable
high street vouchers.
Sign up today at eonenergy.com/rewardtrack
Quick Fix
Something you can do right now
Reduce the temperature of your
water
Water heating accounts for a
quarter of your home's total
energy use. Lowering the
temperature on your water
cylinder to 60°C could reduce
your water heating costs by
18%.
Turn down the thermostat on
your water cylinder and then
wait a day to let the
temperature of the water adjust.
Run the hot water at a
frequently used tap and
measure with a thermometer.
35£
SAVE UP TO
PER YEAR
Smart Purchase
An affordable way to save more
Fit your power shower with an
efficient showerhead
A power shower with an
ordinary showerhead running
for 10 minutes can use twice as
much hot water as one with a
low-flow showerhead. An
efficient showerhead takes 15
minutes to install and pays for
itself in energy and water
savings in a few months.
Look for the Water Efficient
Product Recommended logo to
help you identify the most
efficient models.
Don't fit a low-flow showerhead
to an electric shower, as it
could damage the shower unit.
20£
SAVE UP TO
PER YEAR
Great Investment
A big idea for long-term savings
Look for energy efficiency
labels when buying appliances
Look for the Energy Saving
Trust Recommended logo the
next time you buy a new
appliance.
This label helps you identify
some of the most
energy-efficient appliances
available. The EU energy rating
label also lets you compare the
energy efficiency of products.
You can find the Energy Saving
Trust Recommended logo on
white goods, computers, some
home entertainment equipment,
and small appliances like kettles
and irons.
The charts show your energy use and energy costs based on unit rates and standing charges only. Costs are exclusive of VAT. The charts may be based on estimated meter reads. When we get
meter readings we will update these estimates. Your energy costs will vary depending on how much you use or if your price/tariff changes.
For more information about the savings figures you see in this report, visit www.eonenergy.com/savings.
Helping our customers.
We’re on it.
Action Steps Personalised tips chosen for your home

16.
Always lead to action
Market
to
different
segments
to
achieve
the
same
result

17.
Aim for a long-term relationship
Enable a
two-­‐way
conversaUon

18.
Aim for a long-term relationship
Customer
experience
that
evolves

19.
Build for everyone
Understand users
&
channels

20. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
Example: Home Energy Report
20
Neighbor Comparison
Behavioral science helps motivate
consumers to save energy
Analytics
Insights that consumer care about, such
as how their heating use compares
Mailed reports
Reach all consumers
regardless of
demographics
PERSONALISED TIPS
To help consumers take action

21. Behavioural
Demand
Response

22. 3:00 PM:
Event
Called
3:20 PM:
Event
confirmed
22
Peak
Event
(July 22)
5:00 PM:
Kicked off
IVR and
Email
generation
5:10 PM:
First
comms
delivered
7:00PM:
All comms
delivered
12:50 PM:
AMI data
imported
2:00 PM:
Calculation
jobs kicked
off
3:00 PM:
Comms
generated and 1st
batch delivered
5:00 PM:
All emails
and IVR
delivered
Pre-Event (July 21) Post-Event (July 23)
Snapshot
of
a
BDR
event

23. NormaUve
comparison
with
Behavioral
Demand
Response
This is an alert from
UtilityCo: Tomorrow,
Wednesday, August 18 is a
peak day. From 2pm to 7pm
join your neighbors by
reducing your electricity
use…
• Mul7ple
7ming
touchpoints:
pre/post
event
• Mul7ple
channels

24. O P O W E R C O N F I D E N T I A L : D O N O T D I S T R I B U T E
Behavioral science drives BDR
24
Normative call to action
Peak event normative comparison
Participation rationale
Actionable tips
Simple opt out

25. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
Do behavioural energy efficiency
programmes
deliver?
25

26. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
Paper reports have outstanding reach and
impact
28%
59%
73%
77%
Save reports for
reference
Share or post
reports
Read reports
Remember
reports
74
64
45
68
54
40
0%
100%
Trustworthy
source of
information on
energy efficiency
Wants to help
me reduce my
home energy
use
Wants to help
me save money
The vast majority of customers
engage with Opower reports
Engagement translates into
improved opinion of utility in key
areas
With Opower
Control
26

27. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
Results: Opower customers save 1.5-2.5% in
energy
27
Months since programme start
Energy savings across utilities with Opower Behavioural EE programmes
kWh savings relative to average program savings
Opower clients have
sustained 1.5 – 2.5%
in energy savings
6 12 18 24 30 4836 42

28. Energy Savings by Age
Energy Savings by Household EfficiencyEnergy Savings by # of Residents
Energy Savings by Income
Impact Across All Segments
28
2.44%2.31%
1.90%
2.50%2.52%
0%
1%
2%
3%
>100k75-100k50-75k25-50k0-25k
2.46%
2.26%
1.97%
2.37%2.25%
0%
1%
2%
3%
60+50-5940-4930-3918-29
2.50%
2.71%
2.23%2.15%
0%
1%
2%
3%
3 Residents2 Residents1 Resident
1.25%
2.20%
2.43%
0%
1%
2%
3%
“Efficient”“Average”“More than Average”
Impact Variance Very Low Across Demographic Groups and Energy Profiles
>4 Residents

29. BEE programmes can support the rollout of
Smart Meters
29
1 2 3
Educate customers
on the value of Smart Meters
Provide customers with new
energy management tools
Deploy a large-scale demand
response resource
» Prepare customers and show
them how they can benefit from
the installation of Smart Meters
» Detailed usage analysis on the
web, and mailed and emailed
energy reports
» Real-time high usage alerts
» Weekly energy usage emails
» Uses behavioural science rather
than direct load control to reduce
peak demand

30. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
Measurement
and
VerificaUon
The
BEE
Poten7al
in
Europe

31. O P O W E R C O N F I D E N T I A L : D O N O T D I S T R I B U T E
Experimental design for claimable results
31
Targeted
customers
Control
Group
Treatment
Group
Statistically
equivalent
groups
Control Opower
Measured
outcomes
Pairwise
Random
Allocation
EE SavingsResults
+
+ No
Reports
Reports
• Follows experimental design blueprint
• Clearly isolates impact of reports
• Follows NAPEE guidelines
• Endorsed by ACEEE, DOE

32. OPOWER CONFIDENTIAL: DO NOT DISTRIBUTE
Thank you
giulia.gioffreda@opower.com