AESP & Brillion Webinar Series Part 2/3: Breaking Free from One-Dimensional Customer Views

When:  Mar 3, 2026 from 01:00 PM to 02:00 PM (ET)

AESP 3-Part Webinar Series: Modern Customer Engagement for Utility Programs

Series Value: This three-part series equips program managers, marketing directors, and DSM leaders with practical frameworks to transform customer engagement from a tactical marketing activity into a strategic business capability. You'll learn how to coordinate engagement efforts across departments, make smarter use of data you already have (and identify what's missing), and build business cases that demonstrate measurable value even when perfect attribution isn't possible. Whether you're struggling to get customers enrolled, working with limited marketing resources, or trying to prove ROI to stakeholders, this series provides actionable approaches you can implement immediately.

Session 2: Breaking Free from One-Dimensional Customer Views 

Description: Most utility customer data sits in silos—billing in one system, program participation in another, AMI data somewhere else. Meanwhile, program managers need to answer questions like "who's most likely to benefit?" and "what's the right next offer?" with limited visibility into the full customer picture. This session explores how integrating additional data sources—particularly property intelligence and energy performance data—creates new targeting possibilities that weren't feasible with consumption data alone. 

What You'll Learn: 

  • - The difference between message strategy (what you're asking customers to do) and content personalization (how you communicate it) 

  • - Which data sources create the biggest improvements in targeting accuracy and how to prioritize them 

  • - How to match available data to tactical options when planning campaigns 

  • - Real examples of utilities expanding their data models to improve program outcomes