Leveraging data to improve customer engagement
An interview with Julien Belhoste, Head of Marketing & Sales at Datanumia. How do you leverage all this data to improve customer engagement?
Q: Edelia has more than 12M customers on its platform today. How do you leverage all this data to improve customer engagement?
Let me share one example of how we improve engagement on our platform: we recently deployed a CO2 teaser. The aim of the teaser was to observe user-interest around household carbon footprint and the energy transition. We also wanted to identify what users find more interesting to adapt our content on these topics moving forward.
We wanted to see what we could learn to develop a useful set of features focused on household carbon footprint. The ultimate goal for Edelia is of course in line with our mission of helping customers better manage their energy consumption and understand their impact on the environment. The teaser worked quite well as we were able to collect user feedback from over 100 000 users directly in our portal.
We also found there is growing interest in this topic: over half the users were interested in receiving alerts on new CO2 features. We’ve incorporated these finding directly into our Product Development cycle and will be targeting specific experiences to those users in the near future.
Q: How are your teams organized to get the most out of the data you have available? Is Edelia able to leverage 100% of the data on hand?
Like most B2B SaaS start-ups, Edelia placed a lot of early Product priorities on immediate client requests. As our SaaS business grew, and as we expand in Europe, we’ve become a more Product-driven organization.
Our teams are therefore organized in Feature Teams using SCRUM principles. We have a dedicated data team focused on uncovering insights for our Product teams. This is how we continuously evolve our platform to add value to end-customers. For example, we’ll notice in the data that customers with electric heating are more active on our platform in January. As a result, we’ll tailor content and communications for that segment based on this data insight.
This being said, we currently don’t fully leverage all the data at our disposal. With 12 million users on our platform, we have to carefully target where we focus our data team’s time. There’s so much we’d love to analyze! It’s easy to get pulled in too many directions! Our focus is always on what brings most value to users. This is why we’ll test things like we did with the CO2 teaser example. Then our data team will be able to focus their efforts on analysis directly tied to CO2 footprint, for example.
Lastly, but most importantly, Edelia has very strict data security and data privacy policies, in line with GDPR of course. As such, we don’t run random data analyses all the time. We’re very careful about compliance when we’re doing data analysis for product research.
Q: As the largest energy customer engagement platform in Europe today, has data helped your teams innovate faster?
I would say it has made us innovate more efficiently. The data helps us understand customers better and find more valuable ways to help in optimizing their electric and gas consumption. Data is the raw material we have to work and transform so that we can identify the most valuable features for end-customers.
As an example, if we go back in time, energy consumers didn’t really know what a high or low consumption level was. Data has enabled us to tune algorithms, which can compare the consumption of similar homes. This helps customers put their consumption into context, relative to households, which share similar characteristics.
Q : As you look forward, what does Edelia’s data future look like ?
We are convinced that leveraging data to improve our service is the best way forward. This approach to bring more value to customers guides our Product decision-making. There is real business value in data analysis as it is going to help us improve our platform and our services. This also helps secure our roadmap with many Product decisions being supported by data.
Our business focus remains on building services to help energy retailers better engage their customers. I’m excited that we continue to grow in this area, and that we’ll strengthen our position as the largest data powerhouse in this niche in Europe.