This document discusses how behavioral science and big data analytics can be used to drive energy efficiency. It summarizes Opower's approach, which provides personalized energy reports and tips to customers based on their historical usage data compared to neighbors. Opower has worked with over 95 utilities worldwide and has helped save over 8 terawatt hours to date through small reductions in household consumption. The document outlines Opower's five design principles and gives examples of behavioral techniques that can nudge customers to reduce energy use.
The Future of Residential Demand Response: BGE's Integration of Demand Respon...E Source Companies, LLC
After years of experiments with dynamic pricing and various enabling technologies, utilities are rolling out these demand-response tools on a mass scale. This new generation of programs combines behavioral demand response, smart thermostats, dynamic pricing, and customer choice into models that are compelling for customers and utilities alike. Modern residential demand-response programs also offer greater opportunities for customer engagement, energy savings, and peak reductions.
Within the presentaton 'Who's stopping the peak' i will discuss the ability and willingness of households to shift their electronic appliances towards other moments during the day when electricity prices are low.
This concludes the findings of my master thesis which is found here: https://db.tt/gV6qpnob
The introduction video can be found on youtube in high quality: http://www.youtube.com/watch?v=GECEpNg_aUk
Your Quick Guide to Energy Management for Sustainability and Reduced Business...QuekelsBaro
Learn how to increase energy efficiency, conserve energy, and harness renewable energy for your business, with free access to our energy management plan.
The Future of Residential Demand Response: BGE's Integration of Demand Respon...E Source Companies, LLC
After years of experiments with dynamic pricing and various enabling technologies, utilities are rolling out these demand-response tools on a mass scale. This new generation of programs combines behavioral demand response, smart thermostats, dynamic pricing, and customer choice into models that are compelling for customers and utilities alike. Modern residential demand-response programs also offer greater opportunities for customer engagement, energy savings, and peak reductions.
Within the presentaton 'Who's stopping the peak' i will discuss the ability and willingness of households to shift their electronic appliances towards other moments during the day when electricity prices are low.
This concludes the findings of my master thesis which is found here: https://db.tt/gV6qpnob
The introduction video can be found on youtube in high quality: http://www.youtube.com/watch?v=GECEpNg_aUk
Your Quick Guide to Energy Management for Sustainability and Reduced Business...QuekelsBaro
Learn how to increase energy efficiency, conserve energy, and harness renewable energy for your business, with free access to our energy management plan.
Energy management overview including:
* Gathering Data and Educating Yourself
* Identifying hat Makes Up Your Load
* Targeting Key Components for Energy Efficiency Initiatives
* Monitoring and Verifying the Results
* Raising Awareness and Changing Behaviors
What's the right method to find how much energy smart meters save? Leonardo ENERGY
Smart meters are a critical part of the energy transition, but how much energy does their installation save? Measuring savings from smart meters is not easy. How do we model smart metered households’ counterfactual consumption? How much energy would these households have consumed had their supplier not installed a smart meter?
Andrew Schein from the Behavioural Insights Team (BIT) and Kevin Gornall from the Department for Business, Energy and Industrial Strategy (BEIS) will explain how the impact of smart meters on household energy consumption can be accurately analysed, drawing on the recently published guidance BIT developed for BEIS and energy suppliers.
SBC on energy efficiency for SMEs Dec 2015Barbara Albert
This presentation helps small and medium sized business become a more profitable business by helping them increase their energy efficiency.
SMEs are struggling with the ever rising energy costs that are adding to the overhead. It is also hard to get a proper handle on analysing bills and managing energy in a small to medium sized organisation as there is no money for a dedicated person to manage this area. And increasingly customers expect businesses to do the right thing and to be more sustainable. At the intersection of these three forces is the fear that competitors might do a better job.
This presentation helps SMEs think about ways on how they can manage their energy consumption so they spend less on utilities. This increases the bottom line and as a side effect, the business also understands and controls their energy consumption. If the success stories are shared well, customers will think positively about the company, which will further increase profits. Businesses will feel so much more confident about doing their bit and will have a more profitable business by following the steps that are outlined in this presentation.
Buildings need to be inventive in many ways, especially if you are planning on intent on cutting energy costs in the long-term. Our new presentation outlines all the handy ways that your business can implement energy efficiency measures.
A Unique Opportunity Built to Benefit Your Business.
We’ll provide you with a customized landing page with an easy customer sign up, so you can effortlessly showcase VIV’s products and services, and enhance your brand. You’ll receive a personalized promo code at checkout that ties enrollment to you. Let us help you build a thriving business and increase employee retention and customer loyalty at the same time.
Trend Truth: Going Green, Saving GreenFGI Research
9 in 10 consumers thinks that saving energy in the home is either "somewhat" or "very" important. This TrendTruth asks them what they do to save energy and why, and how they feel about new technology like Smart Grid, which increases network-wide efficiency.
Energy management overview including:
* Gathering Data and Educating Yourself
* Identifying hat Makes Up Your Load
* Targeting Key Components for Energy Efficiency Initiatives
* Monitoring and Verifying the Results
* Raising Awareness and Changing Behaviors
What's the right method to find how much energy smart meters save? Leonardo ENERGY
Smart meters are a critical part of the energy transition, but how much energy does their installation save? Measuring savings from smart meters is not easy. How do we model smart metered households’ counterfactual consumption? How much energy would these households have consumed had their supplier not installed a smart meter?
Andrew Schein from the Behavioural Insights Team (BIT) and Kevin Gornall from the Department for Business, Energy and Industrial Strategy (BEIS) will explain how the impact of smart meters on household energy consumption can be accurately analysed, drawing on the recently published guidance BIT developed for BEIS and energy suppliers.
SBC on energy efficiency for SMEs Dec 2015Barbara Albert
This presentation helps small and medium sized business become a more profitable business by helping them increase their energy efficiency.
SMEs are struggling with the ever rising energy costs that are adding to the overhead. It is also hard to get a proper handle on analysing bills and managing energy in a small to medium sized organisation as there is no money for a dedicated person to manage this area. And increasingly customers expect businesses to do the right thing and to be more sustainable. At the intersection of these three forces is the fear that competitors might do a better job.
This presentation helps SMEs think about ways on how they can manage their energy consumption so they spend less on utilities. This increases the bottom line and as a side effect, the business also understands and controls their energy consumption. If the success stories are shared well, customers will think positively about the company, which will further increase profits. Businesses will feel so much more confident about doing their bit and will have a more profitable business by following the steps that are outlined in this presentation.
Buildings need to be inventive in many ways, especially if you are planning on intent on cutting energy costs in the long-term. Our new presentation outlines all the handy ways that your business can implement energy efficiency measures.
A Unique Opportunity Built to Benefit Your Business.
We’ll provide you with a customized landing page with an easy customer sign up, so you can effortlessly showcase VIV’s products and services, and enhance your brand. You’ll receive a personalized promo code at checkout that ties enrollment to you. Let us help you build a thriving business and increase employee retention and customer loyalty at the same time.
Trend Truth: Going Green, Saving GreenFGI Research
9 in 10 consumers thinks that saving energy in the home is either "somewhat" or "very" important. This TrendTruth asks them what they do to save energy and why, and how they feel about new technology like Smart Grid, which increases network-wide efficiency.
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
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
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