DTE Energy
Experian Mosaic
In 2016, DTE Energy adopted the Experian Mosaic segmentation scheme to target, acquire and retain customers with the intention of improving marketing return on investment and increasing participation in the Home Energy Consultation Program. Messaging was tailored to appeal to each individual segment. This campaign was then supported by segmented Facebook ads that directed customers to request an assessment online. The graphics were also A/B tested to determine if the ethnicity of the people featured in each image made a difference in the engagement of each ad in the different territories.
