Partnership delivers powerful lessons for energy retailer
SAS helps Red Energy find new sales opportunities in emerging markets.
of renewable energy home solutions
Red Energy uses SAS® Results to help launch its battery and solar operation
Australia’s energy sector is evolving at the speed of light. Rapid technological innovation, changing customer expectations and new federal regulations are coalescing to force utilities to change the way they do business.
“People expected to go home and flip on the lights,” said Ramy Soussou, Red Energy’s General Manager of Sales and Marketing, Emerging Markets and Regulatory Affairs. “Now customers are used to working with tech-savvy companies, and they expect the same level of service and convenience from us.”
To address this changing business landscape, Red Energy sought a data and analytics framework for exposing business opportunities and staying ahead in an industry ripe for disruption.
SAS complemented our insights team nicely. The insight they provided would have taken us a year to get if we developed it internally. They accelerated our learning quite dramatically. Ramy Soussou GM of Sales and Marketing, Emerging Markets and Regulatory Affairs Red Energy
Start small and think big
Red Energy used SAS Results to bring its analytics vision to life. In this type of engagement, SAS partners with businesses to understand their challenges, then uses its own tools and expertise to deliver the outcomes sought by the customer. This removes the need to license software and hire experts to use it.
Red Energy endeavors to put analytics at the heart of its billion-dollar business. Its journey with SAS started small with a single business problem aimed to test the quality of SAS Results. The energy retailer also sought to verify a cultural fit between the organizations, as the realization of a companywide analytics framework requires close collaboration over time.
The company chose to pilot the SAS approach to an analytics framework on its emerging battery and solar division. “The residential battery storage market is in its infancy,” Soussou says. “With all new technologies, we try to first understand market opportunities, from customer demand through to what triggers them to buy. SAS brought their deep analytical and business expertise to help us market these new products in an intelligent way … and gather great insights along the way.”
New market exposed
To expose sales opportunities for battery and solar products, SAS advised Red Energy on which data to collect and how to interpret it. The retailer then learned how the data could be used to complement its marketing campaigns – all while feeding intelligence back into the framework to inform future decisions.
“SAS complemented our insights team nicely,” Soussou says. “The insight they provided would have taken us a year to get if we developed it internally. They accelerated our learning quite dramatically.”
While the SAS Results engagement has helped Red Energy better market its solar products, Soussou noted that battery prices are still too high to attract the average consumer. “We’ve learned so much from SAS. We’ll be prepared to have a good slice of the battery market once the technology is priced for mass consumer appeal.”
Red Energy – Facts & Figures
owned by Snowy Hydro
of renewable energy home solutions
Lessons applied elsewhere
Central to this engagement was Red Energy’s desire to learn how to use data for a purpose. Working alongside SAS, the retailer has grown its expertise and learned to more effectively use data to understand customers in emerging markets.
“We’ve learned a lot,” Soussou says. “We’ve learned how to set up data marts more effectively, which are now being used in other parts of the business. We’ve also developed great insights into changing customer needs.”
The engagement has also helped Red Energy rapidly expand its internal knowledgebase using external skills. The SAS Results team was comprised of experts from outside industries such as banking, which has long-valued customer experience. Red Energy recognizes the need for employees with similar experience to help navigate the complexity of understanding customer data.
‘A fool with a tool is still a fool’
Soussou offered advice for similar organizations that believe they do not need an analytical framework or think they’re already doing analytics well. “With SAS Results, you quickly work out you’re not as good as you think you are. A fool with a tool is still a fool. If you want to truly understand your customers before your market is disrupted, be open to learning from experts from outside industries. Otherwise you’re potentially walking away from a lot of good opportunities.
“The thing we liked most about SAS was they got to understand our culture, our people and our values. That builds trust.”
본 문서에 나오는 결과는 본 문서에 설명된 특정 상황, 비즈니스 모델, 데이터 입력 및 컴퓨팅 환경에 적합하게 되어 있습니다. 각 SAS 고객의 경험은 고유한 것으로, 비즈니스 및 기술적 변수에 따라 달라집니다. 따라서 모든 서술은 비전형적인 것이라는 점을 고려해야 합니다. 실제 절약, 결과 및 성능 특성은 개별 고객의 구성 및 조건에 따라 달라질 수 있습니다. SAS는 모든 고객이 비슷한 결과를 달성할 수 있다고 보증하거나 진술하지 않습니다. SAS 제품과 서비스에 대한 유일한 보증은 해당 제품 및 서비스에 대한 서면 계약의 보증서에 명시되어 있습니다. 본 문서의 어떠한 내용도 추가 보증을 구성하는 것으로 해석될 수 없습니다. 고객은 SAS 소프트웨어의 성공적인 구현에 따라 합의된 계약적 교환 또는 프로젝트 성공 요약의 일환으로 성공 사례를 SAS와 공유했습니다. 브랜드 및 제품 명칭은 각 기업의 상표입니다.