Thanks to Personalization, I Know I’m Getting Worse!
By Heidi Tolliver-Walker on November 23rd, 2012
Several weeks ago, I posted about a personalized letter I received from my power company telling me that I was among the worst energy users in my neighborhood — using 19% more energy than my neighbors within 1/2 mile of me. In case I didn’t get the hint, there was a lovely bar chart.
My bar stretched halfway across the page.
The data was correct, I’m sure. I have no reason to doubt that, but I questioned whether data accuracy and personalization, in this sense, was really helping anybody. After all, I’m home all day because I work from a home office. Ours is also the only house for several miles with a pool. That doesn’t make me an energy hog.
As a follow-up to that post, I’d like to report that my power company is at it again. Just a few months later, it sent me a follow-up. Guess what? I’m still among the worst offenders. In fact, my energy use is now up to 44% higher than all of my neighbors. You know what else? I still work from home, and since I do most of my work from the only unheated room in the house, I save tons of money (and, oh yes, fuel by the way) by not using the furnace and running a small electric heater faced toward me instead.
I guess nobody else within 1/2 miles is running an electric heater all day, but I would guess they are driving to work, using more fossil fuel than I do, and they likely have a pretty decent environmental footprint at work — probably larger than mine.
But hey, the helpful personalized charts tell me that I’m on pace to use 19% energy than last year, so that’s a good thing. Good grief, if I’m one of the worst offenders this year, can you imagine what they would have sent about me last year if they’d be using this program?
So think before you personalize. Remember, data is just data until you (or your clients) give it some context — and there are real people on the other end of these communications.