Tracking customer response rates to marketing campaigns was a manual process for this large U.S. utility. The utility engaged with millions of customers multiple times per day – to achieve energy savings targets, promote rebates / programs, etc. Understanding which customers responded to individual marketing campaigns required pulling data from six enterprise datastores, including Oracle, an in-house Enterprise Data Warehouse, and more. Connecting to each datastore, blending the data together, and analyzing millions of rows of customers required hours of multiple analysts’ time. The utility needed a quick and easy way to measure customer response rates.
