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Customer Insight Leads to Customer Intelligence MEEIA – Developing Targeted Marketing April 2015 Gail Allen, Sr. Manager, Customer Intelligence Marketing/Public Affairs

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Customer Insight Leads to Customer Intelligence

MEEIA – Developing Targeted MarketingApril 2015

Gail Allen, Sr. Manager, Customer IntelligenceMarketing/Public Affairs

Company Overview

22

Key StatisticsCustomers 830,000 Mtr.Generation 6,100 MW9 plant sites26 generating units10 peaking facilities

Dist. Subs 315 Dist. Circuits  1600

EV Charging Stations 200Employees 3000 Regulatory Jurisdictions 2

Agenda

• Using segmentation tools/vendors

…know your customers

• Analyzing your data, choosing the “best” segment

…developing a hypothesis

• Targeting customer communications

• Measuring results (ongoing process)

3

MARKETSEGMENTATION

The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects 

that are most likely to purchase your offering.

4

….what are Americans are watching, reading,playing, browsing, buying and more…..

5

What was last week (April 13th) top TV show?

6

NCIS

Customer Demographics - Acxiom

• The accuracy of Acxiom’s demographics is dependent upon the element (premise, neighborhood, zip code)

• Person specific demographics are based on head of household

• Most commons demographics we use are…– Rent vs. Own– Age– Income– Age of House– Length of Residence

7

Demographics

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4%4%4%4%4%5%5%5%4%4%

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Age

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HH Income

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Less th

an 1 year

1 Year

2 Years

3 Years

4 Years

5 Years

6 Years

7 Years

8 Years

9 Years

10 Years

11 Years

12 Years

13 Years

14 Years

Greater th

an 14 Years

16%

9%6% 6% 5% 5% 5% 4% 4% 4% 3% 3% 2% 2% 2%

24%

Length of Residence

0%

5%

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1%

13%

4%

15%

12%

14%

5%

8% 8% 8%9%

3%

Year Home was Built

PRIZM Social Groups (Nielsen)

9

PRIZM Lifestage Groups (Nielsen)

10

Higher Net Worth

Lower Net Worth

Energy Cluster DescriptionPayback Investors Mature families and couples with classic accumulated wealth and sustained financial investment. Strong energy capital commitment anchored by green affinity and 

overweight energy‐related capital stock (housing, cars). Biased against new technology adoption.

Green Investors Upper income, middle‐age families dominated by high‐earners and growing new wealth. Strongest nucleus family demographics. Luxury capital consumption and green participation. High technology propensity. Heavy mix of self‐directed investors and community/civic involvement.

Green Activists Mature households (empty nesters, career singles, and single parents) with strong green affinities and cause involvement. Positioned to engage given economic stability, discretionary time. Balance sheet wealth, but lower savings capacity or time horizon for investments. Not a technology early adopter.

Hands‐On Believers Blend of empty‐nesters and larger families. Do‐it‐yourselfers. Discretionary time and spend to engage in new offers. No strong energy theses (investment, green or tech biases). Not a high consumer of comfort. Guarded capital deployment due to net worth, investment horizon and financial self‐reliance .

Pragmatists Savers, doers, tech adopters. Living the upper‐middle class family life. Many in their core earning years, with dual incomes, or with the elder generation on board. Not the earliest of adopters, but will invest, participate and be hands‐on. Median green affinity and comfort consumption.

Creatures Of Comfort Healthy and stable upper‐middle class earnings. Living relatively larger on those paychecks than any other cluster. Broad lifestyle diversity but with some tendency towards urban upscale and suburbanites “spending it on the kids”. Biased against technology and green participation.

Show‐Me Participants Strong combination of green affinity and technology propensity. Only median income, wealth and stability. Younger mix of nucleus families, couples, singles. Stable up‐and‐comers living within their means. Good housing positions, horizons for long‐term participation. Not high investment savvy.

First Costers Majority single‐generation households that are aging‐on but still working. Strong green propensities. Need to overcome affordability, economic stability and investment hurdles. Limited ability to engage when time or financial complexity is involved. Non‐tech oriented. Very low comfort consumption.

Anything‐For‐A‐Buck / Below The Radar

Consummate third quartile households. Not young, not single, not affluent, not desperate. No positive biases: very low green affinity, low comfort consumption, below median technology propensity. Largest share of “marketing” thin files leaving fewer targetable attributes.

Tech Frontiersmen Strong overweight on technology propensity. Higher relative savings and balance sheet growth potential, bolstered by modest net worth foundations. Comfort consumption only at median of population. Anchored in family growth mode, with significant investment horizon given family youth.

Living In The Now Largely young, urban, single, tech savvy and mobile population that is not yet anchored in long term housing. Rising but early incomes, with progressive career development demonstration and upside. Not yet saving, but possess some level of economic stability. Overweight comfort and tech consumption.

Tech To Live Younger, broke but most importantly technology connected. Almost half have no net worth. Biases for cheaper vehicles and housing. Tech consumption negatively correlated with any “ability to pay” metric or wealth development prospects. Low functioning on almost all other energy‐relevant propensities.

Disassociated Citizens Large, diverse segment with an acute affordability barrier. Subsisting but with low economic stability. Minimal to negative savings capacity across all age groups. Housing levels and vehicle capital commitments slightly below economic peers. No targetable energy participation.

Acxiom Energy Clusters

11

KCP&L ‐ Total MO Customers

Acxiom’s Energy Clusters

KCP&L ‐ KS Customers

12

Investment Capacity

Savings and investment potential; investment horizon

Green AffinityPropensity to be an early adopter of green assets

Comfort Consumption

Relative luxury vs. economy of energy-consuming capital

Technology Propensity

Propensity to seek out and adopt new technologies

Affordability Level

Relative cost consciousness dictating spending priorities

Info/Action Orentation

Bandwidth and potential to consume and act on information

Commitment Potential: Financial capacity and grenn orientation to participate

MEANS

Consumption Bias: Relevance of behaviors and interests to retail energy offers

MOTIVES

Participation Triggers: Discretionary funding and time to explore new opportunities

OPPORTUNITIES

1 2 3 4 5 6

Investment Capacity Lowest investment capacity Highest investment capacity

Green Affinity Least likely to be an early adopter of Green assets

Most likely to be an early adopter of Green assets

Comfort Consumption Economy of energy consuming capital

Relative luxury consuming capital

Technology Propensity

Least likely to be an early adopter

Most likely to be an early adopter

Affordability Level Very uncomfortable cushion Very comfortable cushion

Info/Action Orentation Least likely to consume and/or act on information

Most likely to consume and/or act on information

Dimensional Score

Acxiom’s Energy Dimensions

13

What was the top single/most listened to radio song?

14

Uptown Funk

Data Refresh/Storage

• Purchase C&I NAICS/SIC codes every 5 years• Receive updates (premise level) yearly from both

Nielsen (PRIZM) and AcxiomUpdates from both companies are dependent on renewing our contract

• Append data in our internal Marketing Warehouse (IBM/Cognos, Oracle Business Intelligence OBIEE, and simple, flat files)

15

OBIEE Data Sources

16

Customer 360StagingHPDB2CUST360

KCPLDatamartHPDB2

CAATPROD

OBIEE Data WarehouseLXDBPRD02 – HP Itanium Linux

HYOBIPRDMK_CUSTOMER_DW

OBIEE ServerNTHPESSP01 – Windows 64 Bit

Business Model ‐ RPDWeb Catalog

Presentation Services

ODI Scenarios6 Scenarios

ODI File Source

Tier 1 Customer Reporting OBIEE Solution

DataRakerSource FileFrom OracleCustomerSq. Footage

ODI – Oracle Data IntegratorAPP_ODI_PROD – Windows 64Bit

GMODatamartHPDB2

ENTWPRD

Customer DimensionInitial History LoadKCPL & GMO Files

UC4 Scheduler6 Jobs

SaleslogixHPDB2

CMB2PRD

MarketSegmentation

DataNielsenAxciom

DSMProgramData

Vision DSM

What was the top Nielsen twitter TV rating?

17

The 50th Academy of Country Music Awards

THE POWER OF BETTER COMMUNICATIONS

When you help connect your audience to things they truly care about, something powerful happens.  You become part of the conversation.  

That’s a pretty awesome place to be!

18

Acxiom

KCP&L MO GMO

Homeowners

Age = Between 46 and 75 years old

PRIZM Segments, Acxiom Energy 

Clusters, Other Data Sources

Targeted Customer List

How Do We Target Our Customers?

19

What was the top liquor?

20

Smirnoff Vodka

Targeted Marketing

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Targeted marketing is used in all aspects of our customer communications such as Direct Mail, Social Media, Emails, Website, etc. Targeted marketing allows us to…

Increase participation rates

Reduce marketing costs

Improve customer satisfaction

Identify best communication channels

Create messaging relevant to our audience

22

PRIZM®HHI

<$10kHHI

<$30kHHI $30-

$50kHHI $50-

$75kHHI $75-$100k

HHI >$100k

HHI >$150k

LG SG Code Segment Nickname % P % P % P % P % P % P % P Median Idx Average IdxM1 S1 01 Upper Crust 1 Wealthy 1 Wealthy 0.00 0.00 0.00 0.00 0.00 100.00 63.20 108,992 221 156,631 225F1 S1 02 Blue Blood Estates 1 Wealthy 1 Wealthy 0.00 0.00 0.00 0.00 0.00 100.00 67.59 116,992 237 162,357 233Y1 S1 03 Movers & Shakers 1 Wealthy 1 Wealthy 0.00 0.00 0.00 0.00 0.00 99.88 70.10 100,739 204 132,893 191Y2 U1 04 Young Digerati 1 Wealthy 1 Wealthy 0.00 0.00 0.00 0.00 4.18 95.82 41.80 88,217 179 125,501 180F1 T1 05 Country Squires 2 Upscale 2 Upscale 0.00 0.00 0.00 0.00 16.09 83.91 41.68 102,928 209 135,799 195F1 S1 06 Winner's Circle 1 Wealthy 1 Wealthy 0.00 0.00 0.00 0.00 0.00 100.00 61.65 106,288 216 131,625 189M1 U1 07 Money & Brains 1 Wealthy 1 Wealthy 0.00 0.00 0.00 0.00 5.27 94.83 42.39 87,139 177 120,063 172Y1 S2 08 Executive Suites 3 Upper-Mid 3 Upper Mid 0.00 0.00 0.00 25.89 46.11 28.00 0.00 72,940 148 99,027 142M1 T1 09 Big Fish, Small Pond 2 Upscale 2 Upscale 0.00 0.00 0.00 0.00 19.60 80.40 29.68 80,002 162 109,751 158M1 C1 10 Second City Elite 2 Upscale 2 Upscale 0.00 0.00 0.00 0.00 28.37 71.63 30.85 77,399 157 101,854 146

2011 Predominant Income Class

2012 Predominant Income Class

2012 Household Income

CY HH Median Income

CY HH Average Income

Y3 T4 56 Crossroads Villagers 6 Dow nscale 6 Dow nscale 19.13 100.00 0.00 0.00 0.00 0.00 0.00 31,941 65 43,004 62M4 T4 57 Old Milltowns 6 Dow nscale 6 Dow nscale 19.59 100.00 0.00 0.00 0.00 0.00 0.00 31,576 64 43,435 62M4 T4 58 Back Country Folks 6 Dow nscale 6 Dow nscale 18.60 100.00 0.00 0.00 0.00 0.00 0.00 32,196 65 43,545 63M4 U3 59 Urban Elders 6 Dow nscale 6 Dow nscale 27.42 81.23 18.77 0.15 0.00 0.00 0.00 27,085 55 42,100 60M4 C3 60 Park Bench Seniors 6 Dow nscale 6 Dow nscale 25.54 82.97 17.20 0.00 0.00 0.00 0.00 26,329 53 39,329 56M4 U3 61 City Roots 6 Dow nscale 6 Dow nscale 10.51 100.00 0.00 0.00 0.00 0.00 0.00 28,215 57 38,836 56M4 C3 62 Hometown Retired 6 Dow nscale 6 Dow nscale 14.70 100.00 0.00 0.00 0.00 0.00 0.00 27,827 56 37,638 54F4 C3 63 Family Thrifts 5 Low er-Mid 5 Low er Mid 13.16 61.16 38.95 0.00 0.00 0.00 0.00 31,719 64 41,635 60F4 T4 64 Bedrock America 6 Dow nscale 6 Dow nscale 25.61 100.00 0.00 0.00 0.00 0.00 0.00 29,373 60 40,236 58F4 U3 65 Big City Blues 5 Low er-Mid 5 Low er Mid 20.90 67.01 32.82 0.17 0.00 0.00 0.00 33,242 67 45,109 65F4 U3 66 Low-Rise Living 5 Low er-Mid 5 Low er Mid 27.59 76.79 21.88 1.33 0.00 0.00 0.00 27,000 55 37,084 53

Total 6.17 27.88 20.85 18.54 12.23 20.50 8.67 49,297$ 100 69,637$ 100

Y1 T1 11 God's Country 2 Upscale 2 Upscale 0.00 0.00 0.00 0.00 18.76 81.24 41.35 83,923 170 107,753 155Y1 C1 12 Brite Lites, Li'l City 2 Upscale 2 Upscale 0.00 0.00 0.00 0.00 25.37 74.63 24.75 73,188 148 92,586 133F2 C1 13 Upward Bound 2 Upscale 2 Upscale 0.00 0.00 0.00 0.00 31.72 68.28 23.68 83,437 169 101,654 146M2 S2 14 New Empty Nests 3 Upper-Mid 3 Upper Mid 0.00 0.00 0.00 37.07 46.29 16.46 0.00 69,632 141 95,135 137M2 S2 15 Pools & Patios 3 Upper-Mid 3 Upper Mid 0.00 0.00 0.00 30.10 42.29 27.61 0.00 70,627 143 91,308 131Y2 U1 16 Bohemian Mix 3 Upper-Mid 3 Upper Mid 0.00 0.00 5.03 60.18 34.79 0.00 0.00 55,229 112 75,374 108F2 S2 17 Beltway Boomers 3 Upper-Mid 3 Upper Mid 0.00 0.00 0.00 22.24 46.49 31.46 0.00 72,644 147 89,195 128F2 S2 18 Kids & Cul-de-Sacs 3 Upper-Mid 3 Upper Mid 0.00 0.00 0.00 25.30 45.20 29.50 0.00 70,298 143 83,121 119Y1 S2 19 Home Sweet Home 3 Upper-Mid 3 Upper Mid 0.00 0.00 0.00 28.51 42.56 28.93 0.00 66,490 135 81,327 117F2 T1 20 Fast-Track Families 2 Upscale 2 Upscale 0.00 0.00 0.00 0.00 12.18 87.82 27.02 74,037 150 86,239 124M2 S3 21 Gray Power 4 Midscale 4 Midscale 0.00 0.00 61.73 38.27 0.00 0.00 0.00 50,898 103 71,125 102Y2 S3 22 Young Influentials 4 Midscale 4 Midscale 0.00 0.00 65.75 34.25 0.00 0.00 0.00 48,177 98 63,413 91Y2 T2 23 Greenbelt Sports 3 Upper-Mid 3 Upper Mid 0.00 0.00 0.00 71.80 28.20 0.00 0.00 56,402 114 71,724 103Y2 C2 24 Up-and-Comers 3 Upper-Mid 3 Upper Mid 0.00 0.00 0.60 80.21 19.20 0.00 0.00 50,863 103 65,424 94Y1 T1 25 Country Casuals 2 Upscale 2 Upscale 0.00 0.00 0.00 0.00 13.29 86.84 25.55 70,171 142 82,684 119M2 U1 26 The Cosmopolitans 3 Upper-Mid 3 Upper Mid 0.00 0.00 5.44 61.05 33.50 0.00 0.00 56,913 115 74,438 107M2 C2 27 Middleburg Managers 3 Upper-Mid 3 Upper Mid 0.00 0.00 3.65 79.76 16.58 0.00 0.00 51,274 104 65,832 95M2 T2 28 Traditional Times 3 Upper-Mid 3 Upper Mid 0.00 0.00 0.00 76.04 23.96 0.00 0.00 54,225 110 69,147 99F2 U1 29 American Dreams 3 Upper-Mid 3 Upper Mid 0.00 0.00 3.21 52.52 44.27 0.00 0.00 56,067 114 71,125 102Y1 S3 30 Suburban Sprawl 4 Midscale 4 Midscale 0.00 0.00 56.68 43.32 0.00 0.00 0.00 49,556 101 62,002 89Y2 U2 31 Urban Achievers 5 Low er-Mid 5 Low er Mid 16.65 53.32 46.68 0.00 0.00 0.00 0.00 36,412 74 53,196 76F3 T2 32 New Homesteaders 3 Upper-Mid 3 Upper Mid 0.00 0.00 0.00 61.32 38.68 0.00 0.00 55,553 113 66,857 96F3 T2 33 Big Sky Families 3 Upper-Mid 3 Upper Mid 0.00 0.00 0.00 62.76 37.24 0.00 0.00 54,449 110 65,175 94F3 C2 34 White Picket Fences 3 Upper-Mid 3 Upper Mid 0.00 0.00 2.19 75.44 22.37 0.00 0.00 51,775 105 62,635 90Y2 C2 35 Boomtown Singles 5 Low er-Mid 5 Low er Mid 0.00 0.00 100.00 0.00 0.00 0.00 0.00 39,423 80 51,479 74F3 S3 36 Blue-Chip Blues 4 Midscale 4 Midscale 0.00 0.00 58.55 41.45 0.00 0.00 0.00 49,768 101 60,938 88Y1 T2 37 Mayberry-ville 3 Upper-Mid 3 Upper Mid 0.00 0.00 0.00 65.44 34.56 0.00 0.00 53,369 108 63,702 91M3 T3 38 Simple Pleasures 5 Low er-Mid 5 Low er Mid 0.00 9.46 87.11 3.43 0.00 0.00 0.00 42,902 87 56,096 81M3 S3 39 Domestic Duos 4 Midscale 4 Midscale 0.00 0.00 72.03 27.97 0.00 0.00 0.00 48,493 98 60,657 87M3 U2 40 Close-In Couples 5 Low er-Mid 5 Low er Mid 0.00 5.58 94.08 0.34 0.00 0.00 0.00 41,435 84 54,489 78M3 C2 41 Sunset City Blues 5 Low er-Mid 5 Low er Mid 0.00 13.92 86.08 0.00 0.00 0.00 0.00 38,956 79 50,374 72Y3 T3 42 Red, White & Blues 5 Low er-Mid 5 Low er Mid 0.00 2.81 89.46 7.73 0.00 0.00 0.00 42,353 86 53,793 77M3 T3 43 Heartlanders 5 Low er-Mid 5 Low er Mid 0.00 7.03 85.56 7.41 0.00 0.00 0.00 43,018 87 54,578 78Y3 S4 44 New Beginnings 6 Dow nscale 6 Dow nscale 25.79 93.03 6.85 0.00 0.00 0.00 0.00 31,476 64 42,950 62Y3 T3 45 Blue Highways 5 Low er-Mid 5 Low er Mid 0.00 0.37 88.96 10.67 0.00 0.00 0.00 42,332 86 53,109 76M3 S4 46 Old Glories 6 Dow nscale 6 Dow nscale 14.59 92.80 7.20 0.00 0.00 0.00 0.00 31,170 63 43,643 63Y3 C3 47 City Startups 7 Low Income 7 Low Income 39.32 96.91 3.09 0.00 0.00 0.00 0.00 24,346 49 36,349 52Y3 T4 48 Young & Rustic 5 Low er-Mid 5 Low er Mid 26.46 68.59 28.28 3.03 0.00 0.00 0.00 32,918 67 45,385 65M3 S4 49 American Classics 6 Dow nscale 6 Dow nscale 8.53 93.69 6.31 0.00 0.00 0.00 0.00 34,170 69 45,371 65F3 T3 50 Kid Country, USA 5 Low er-Mid 5 Low er Mid 0.00 25.64 67.68 6.68 0.00 0.00 0.00 41,811 85 52,663 76F3 T3 51 Shotguns & Pickups 5 Low er-Mid 5 Low er Mid 0.00 19.30 72.78 7.79 0.00 0.00 0.00 41,648 84 52,062 75F3 S4 52 Suburban Pioneers 6 Dow nscale 6 Dow nscale 15.58 89.31 10.69 0.00 0.00 0.00 0.00 34,075 69 44,354 64Y3 C3 53 Mobility Blues 7 Low Income 6 Dow nscale 24.34 97.20 2.80 0.00 0.00 0.00 0.00 28,872 59 39,664 57F3 U2 54 Multi-Culti Mosaic 5 Low er-Mid 5 Low er Mid 5.54 40.48 59.52 0.00 0.00 0.00 0.00 35,770 73 46,927 67M4 T4 55 Golden Ponds 6 Dow nscale 6 Dow nscale 14.03 100.11 0.00 0.00 0.00 0.00 0.00 32,157 65 44,148 63

PRIZM Segments

PRIZM Code Code Name Count % Count % Difference38 Simple Pleasures 13 6.0% 1,974           1.7% 4.3%28 Traditional Times 14 6.5% 2,437           2.2% 4.3%37 Mayberry‐ville 12 5.5% 2,576           1.8% 3.7%20 Fast‐Track Families 11 5.1% 1,390           1.6% 3.5%33 Big Sky Families 10 4.6% 1,765           1.2% 3.4%9 Big Fish, Small Pond 11 5.1% 927               1.7% 3.4%25 Country Casuals 8 3.7% 1,044           1.3% 2.3%45 Blue Highways 7 3.2% 1,728           1.0% 2.3%58 Back Country Folks 7 3.2% 1,670           1.1% 2.1%56 Crossroads Villagers 7 3.2% 2,020           1.2% 2.0%

SJLP Appliance Recycle Total SJLP

PRIZM Code Code Name Count % Count % Difference38 Simple Pleasures 30 5.7% 6,034           2.9% 2.8%9 Big Fish, Small Pond 30 5.7% 6,376           3.1% 2.6%28 Traditional Times 31 5.9% 6,855           3.3% 2.6%10 Second City Elite 24 4.6% 4,328           2.1% 2.5%43 Heartlanders 19 3.6% 5,410           2.6% 1.0%34 White Picket Fences 20 3.8% 5,882           2.9% 0.9%33 Big Sky Families 14 2.7% 3,726           1.8% 0.8%15 Pools & Patios 8 1.5% 1,815           0.9% 0.6%39 Domestic Duos 12 2.3% 3,547           1.7% 0.6%21 Gray Power 4 0.8% 435               0.2% 0.5%

MPS Appliance Recycle Total KCP&LHome Appliance Recycling Rebate

High Potential Segments

38 Simple Pleasures ‐With many of its residents over 65 years old, Simple Pleasures is mostly a retirement lifestyle: a neighborhood of lower‐middle‐class singles and couples living in modestly priced homes. Many are high school‐educated seniors who held blue‐collar jobs before their retirement. And a disproportionate number served in the military, so many residents are members of veterans clubs. 

09 Big Fish, Small Pond ‐ Older, upper‐class, college‐educated professionals, the members of Big Fish, Small Pond are often among the leading citizens of their small‐town communities. These upscale, empty‐nesting couples enjoy the trappings of success, including belonging to country clubs, maintaining large investment portfolios, and spending freely on computer technology. 

28 Traditional Times ‐ The kind of lifestyle where small‐town couples nearing retirement are beginning to enjoy their first empty‐nest years. Typically in their fifties and older, these upper‐middle‐class Americans pursue a kind of granola‐and‐grits lifestyle. On their coffee tables are magazines with titles like Country Living and Country Home. But they're big travelers, especially in recreational vehicles and campers. 

PRIZM Segments

Source: Past Participant Analysis

23

PRIZM Segments

PRIZM Code Social Group Count % Count % DifferenceT2 Country Comfort 46 21.3% 7,996           8.1% 13.2%T3 Middle America 31 14.4% 8,437           6.8% 7.6%T4 Rustic Living 28 13.0% 9,264           6.8% 6.2%T1 Landed Gentry 30 13.9% 3,363           8.1% 5.8%U1 Urban Uptown 0 0.0% ‐               0.0% 0.0%

SJLP Appliance Recycle Total SJLP

PRIZM Code Lifestage Group Count % Count % DifferenceM3 Cautious Couples 36 16.7% 7,814           11.2% 5.5%F3 Mainstream Families 30 13.9% 6,943           10.5% 3.4%M2 Conservative Classics 27 12.5% 4,983           10.3% 2.2%M1 Affluent Empty Nests 17 7.9% 1,697           6.7% 1.2%M4 Sustaining Seniors 17 7.9% 6,771           7.0% 0.8%

Total SJLPSJLP Appliance Recycle

PRIZM Code Social Group Count % Count % DifferenceT3 Middle America 88 16.8% 26,068         12.7% 4.0%T1 Landed Gentry 103 19.6% 33,406         16.3% 3.3%T2 Country Comfort 89 17.0% 30,706         15.0% 2.0%C1 Second City Society 53 10.1% 17,730         8.7% 1.4%S2 The Affluentials 32 6.1% 10,635         5.2% 0.9%

MPS Appliance Recycle Total MPS

PRIZM Code Lifestage Group Count % Count % DifferenceM1 Affluent Empty Nests 54 10.3% 11,876         5.8% 4.5%M2 Conservative Classics 62 11.8% 16,168         7.9% 3.9%M3 Cautious Couples 79 15.0% 23,335         11.4% 3.7%F3 Mainstream Families 86 16.4% 31,300         15.3% 1.1%F1 Accumulated Wealth 35 6.7% 12,108         5.9% 0.8%

Total MPSMPS Appliance Recycle

Social Group = Town & Rural 

Social Group = Town & Rural 

Lifestage Group = Mature Years 

Lifestage Groups = Mature Years, Family Life 

Source: Past Participant Analysis

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Home Appliance Recycling Rebate

Acxiom Energy Clusters

Source: Past Participant Analysis

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Acxiom Energy Dimensions

Source: Past Participant Analysis

Comfort Consumption

Affordability Level Green Affinity

Info/Action Orientation

Investment Capacity

Technology Propensity

3.69 4.25 2.42 3.89 3.31 2.763.81 4.24 2.72 3.89 3.33 3.233.66 4.26 2.36 3.89 3.31 2.67

3.81 3.39 2.39 3.19 2.87 3.163.89 3.18 2.49 3.02 2.76 3.473.74 3.56 2.30 3.34 2.97 2.89

-0.12 0.86 0.03 0.70 0.44 -0.40-0.08 1.06 0.23 0.87 0.57 -0.24-0.08 0.70 0.06 0.55 0.34 -0.22

Commitment Potential

Consumption Bias

Participation Triggers

5.73 6.45 8.146.05 7.05 8.135.67 6.33 8.15

5.26 6.97 6.585.25 7.36 6.205.27 6.63 6.90

0.47 -0.52 1.560.80 -0.31 1.930.40 -0.30 1.25

DifferencesKCP&L Total MOKCP&L MOGMO

ParticipantsKCP&L Total MOKCP&L MOGMO

All KCP&L CustomersKCP&L Total MOKCP&L MOGMO

DifferencesKCP&L Total MOKCP&L MOGMO

KCP&L Total MOKCP&L MOGMO

KCP&L Total MOKCP&L MOGMO

Participants

All KCP&L Customers

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KCP&L MEEIA Target Audience

CheckMe Season Mar ‐ Jun 2015 

 

Home Appliance Recycling Rebate Customer Insights identified the most likely PRIZM segments to participate in KCP&L’s Home Appliance Recycling program based on past participants. We appended these segments with additional customer demographics to select the final target audience.  

Minimum Requirements  KCP&L MO and GMO  Exclude Past Participants 

Past Participation Analysis  PRIZM Segments: Simple Pleasures (38), Big Fish – Small Pond (9), and Traditional Times (28)  PRIZM Lifestage: Mature (Tend to be 45+ yrs and childless) 

Additional Target Refinement  Home Owner  Age: Between 46 and 75 years old 

   Source  Description  Sample SizeTarget List  PRIZM Segments  Simple Pleasures (38), Big Fish Small Pond (9), Traditional Times (28) 8,937 

PRIZM Segments 38 Simple Pleasures   Lower Mid Mature w/o Kids 

With many of its residents over 65 years old, Simple Pleasures is mostly a retirement lifestyle: a neighborhood of lower‐middle‐class singles and couples living in modestly priced homes. Many are high school‐educated seniors who held blue‐collar jobs before their retirement. And a disproportionate number served in the military, so many residents are members of veterans clubs.  

Lower Mid   Age 65+   Mostly White  

09 Big Fish, Small Pond   Upscale Older w/o Kids Older, upper‐class, college‐educated professionals, the members of Big Fish, Small Pond are often among the leading citizens of their small‐town communities. These upscale, empty‐nesting couples enjoy the trappings of success, including belonging to country clubs, maintaining large investment portfolios, and spending freely on computer technology.  

Upscale   Age 55+   Mostly White  28 Traditional Times   Upper Mid Older w/o Kids 

Traditional Times is the kind of lifestyle where small‐town couples nearing retirement are beginning to enjoy their first empty‐nest years. Typically in their fifties and older, these upper‐middle‐class Americans pursue a kind of granola‐and‐grits lifestyle. On their coffee tables are magazines with titles like Country Living and Country Home. But they're big travelers, especially in recreational vehicles and campers.  

Upper Mid   Age 55+   Mostly White  

Target Audience Description

Customer Insights creates a Target 

Audience Description so Marketing 

Communications can begin working on the next step of message 

development.

27

What was the top candy?

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Reece's Peanut Butter Cup

Data File

1. Final verification of campaign requirements• Sample size• Data fields needed• Vendor(s) being used

2. Request approval to send data off-site (if new vendor)

3. Provide final customer list (sorted from Most Likely to Least likely to participate in campaign) with unique ID

4. Send data file to vendor (password protected)

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What was the top coffee?

30

Folgers

Post Campaign…now the hard work begins!1. Work with marketing team to determine who…

• received campaign materials• responded to campaign• signed up for program(s)

2. Update Customer Insights campaign tracker

3. Conduct post analysis of customer actions

4. Share findings with MEEIA team

5. Apply learnings to future campaign tactics

31

What was the top beer?

32

Bud Light

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