Case Study - BGE
Avoiding Last Click Measurement
BGE’s PeakRewards program encourages participants to reduce air conditioning and/or electric water heating on “peak demand” days in exchange for credits on their BGE bill, ultimately easing the burden on Maryland’s electricity delivery system. BGE’s campaign goal was generating signups/participation in the PeakRewards program, but initially it looked like paid media was not driving signups.
Full Picture Measurement
It turns out nearly all of the signups during the campaign were organically driven (signups that were not from a paid media click). But those organic signups spiked during cable flights.
While the long digital signup process saw no signups driven by clicks from media, high reach channels drove organic digital engagement.
During cable flights, all signups (mostly organic) saw a