Origin Energy's head of analytics on aligning to marketing and CX ambitions

Recently installed head of analytics shares how she's ensuring numbers are a foundation for customer engagement and retention

Analytics is often thought of as a discipline based in numbers. But Sandra Hogan is taking a very human-centric approach to her role as group head of customer analytics at Origin Energy.

The first thing she did after taking on her newly-created role late last year was speak to the heads of marketing, digital and retail at Origin to understand their pain points and align her team accordingly.

“We want people to change the way they do something and make a decision,” Hogan said. “So if you are integrating analytics into business processes, you are actually asking people to do something differently.

“And it is actually really hard to do, because in some areas, such as call centres, the way that people work and the way they manage their time is very ingrained and very systematised.”

Hogan joined Origin Energy in late 2017 following lengthy stints in analytics in consulting, telecommunications, banking and transport safety. Speaking ahead of her appearance at this year’s Institute of Analytics Professionals of Australia (IAPA) national conference, Hogan shared with CMO the role analytics could play in understanding Origin’s customers and their needs.

“My ambition is to build a very mature function in data and analytics for customers, so when we are engaging with our customers and serving an offering to them, we are really targeted,” she said.

Hogan has already had some wins, including a complete redesign of the framework that Origin uses to understand customer churn.

“We have taken a segmented approach around customer value and their churn risk and made our offers more targeted to the different segments that sit underneath the different attributes,” Hogan said.

“That went into market from June onwards, and we are starting to see some good results as a result of not taking a blanket approach. It is about using analytics to try and pre-empt that churn event as much as possible.”

And while the energy industry generally has been arguably slow to the analytics party, Hogan’s role is backed by a sense of urgency.

“Customer expectations are shifting, and there is a new normal coming,” Hogan said. “What was acceptable in the past around personalisation and engaging with your energy supplier is absolutely shifting.”

Hence she said the analytics capability will grow in importance as Origin itself evolves as an energy provider.

“As we look at how we decarbonise and at that new world of renewable energies, we’re looking at which customers are going to be the first movers in that space, because it is not going to be the same for every customer,” Hogan said. “So it is about personalisation and understanding our customers in detail. “

For that reason she has been busily reorganising the team and recruiting to build out the skill sets.

“At the end of the day it is people who make things happen,” Hogan said. “People are too hung up on the tools and the technology. I spend most of my time on people and process, and particularly people – just selling the story to the business and helping them understand where data and analytics can make a difference, and where it can’t.

“My aspiration in any role I do is to be the trusted adviser to the people who are running the business.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Attention marketers, it’s the small things that make a big difference

Marketers spend their careers searching for the formula that can improve the bottom line for their brands. Most new marketers also come into a role and feel like they need to put their own stamp on things.

Peter Pynta

CEO APAC, Neuro-Insight

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in