Marketing Program Measurement And Verification

The effectiveness of utility marketing programs is difficult to measure and analyze.

The sheer scale of large programs makes the data processing difficult.

There is a need to analyze sub-groups within each program.

Often, the group definition must be adjusted by changing conditions.

Fractal introduced the concept of “virtual meters” built entirely with software.

Virtual meters are used to measure aggregate response to utility programs and events.

Program effectiveness is analyzed and customer response behaviors verified.

Virtual meters also define reference groups that do not participate in the program.