At Objective Platform, we understand the unique challenges of marketing in the energy and utilities sector. Building and maintaining customer trust is more crucial than ever, especially with the transition to renewable energy, increased competition from new providers and growing consumer awareness of sustainability. The industry also faces unique hurdles: customer switching behaviour is often driven by price sensitivity and environmental concerns, while media attribution is complicated by seasonal patterns, changes in pricing/rebate structures and external factors like weather.
Our expertise helps energy and utility providers maximise marketing effectiveness by measuring both the immediate and long-term impact of campaigns. We recognise the complexity of the modern utility customer journey, which involves touchpoints such as online comparison tools, collective deals, sales & customer service interactions and smart meter data. Identifying the true drivers of customer acquisition and retention requires sophisticated analysis, especially when intermediaries add further complexity for business customers. Our platform consolidates data from all channels to deliver actionable insights on how each interaction influences customer behaviour.
Through our Hierarchical Marketing Mix Model, we integrate data from digital platforms, customer service systems and usage patterns to provide a complete view of the customer lifecycle. This level of measurement enables energy and utility providers to optimise spending, improve performance and adapt to changing consumer preferences. Whether you're managing seasonal demand, promoting green energy initiatives or addressing complex attribution across digital and traditional channels, Objective Platform is your trusted partner in achieving clarity and results in a dynamic industry.
