Yorkshire Electricity market planning and analysis

Yorkshire Electricity has over two million electricity customers and has recently made a successful move into the domestic gas market. Already more than 300,000 gas customers have switched to Yorkshire Electricity and are enjoying savings of up to 17% on their gas bills.

Yorkshire Electricity has been using Prospex for a number of years. "We are in a market where analysing our customer and sales data geographically makes a lot of sense." said Andy Pool, Yorkshire Electricity's Domestic Marketing Information Manager.

"We know our own customers well and use a combination of geodemographic modelling and customer profiling to find the best prospects in other areas of the country. We have to work with many layers of information and need to break our target regions into 14 electricty company segments and 31 Gas distribution zones. Electricity competition will be introduced across the UK from September in seven phases and this adds another layer of complexity to our sales planning."

Yorkshire Electricity also uses Prospex via an ODBC link to it's main Marketing database. This allows customer acquistion to be plotted visually on a daily basis.

"A pictorial representation of the data can reveal trends and patterns that aren't apparent from looking at figures and tables alone", said Andy.