“ECO: Entega’s Profitable New Customer Acquisition on Online Price Comparison Sites” by Martin Natter and Ju-Young Kim, Goethe University Frankfort, Germany and Ana-Marija Ozimec, ENTEGA GmbH & Co. KG, Germany.

The Entega team addresses the challenge in the German electricity market, where market liberalization has led to more than 1,150 competitors. They describe a pricing approach that integrates different available data sources such as price comparison site data, regional transaction or cost data to optimize sales and profit targets. The tool, ECO (Electricity Contract Optimization) sets regionally varying one-time bonuses to attract new customers on price comparison sites, resulting in a more than a 30% decrease in selling costs.

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Entegas PowerPoint 2.50 MB 13 downloads