A data-driven approach to solving an invisible energy crisis

In 2018, while pursuing her PhD in energy systems at the University of Massachusetts, Amherst, Destenie Nock faced a harsh reality: her electricity was cut off because she couldn’t afford to pay both her electric and heating bills.

“I was studying the energy system. I had a degree in electrical engineering, and I could not pay my bills,” Nock explained on the With Great Power podcast. “I was like, wow, knowledge is power, but it’s also not enough, right? We need solutions that work.”

That experience inspired Nock to develop the Energy Equity Gap — a measurement of how income disparities affect people’s ability to maintain comfort in their homes. Her research revealed that low-income households in Arizona were waiting 4 to 7 degrees Fahrenheit longer than high-income households before turning on their air conditioning, just to save money.

“We know that there are many people that die every year due to heat,” said Nock. “There was a study in Arizona where they found people had turned off their working air conditioners in order to save money on their bills. We do know that this issue drives people to make really tough decisions and put themselves and their families at risk.”

Now an assistant professor at Carnegie Mellon University, Nock launched Peoples Energy Analytics in 2022 to help utilities identify vulnerable customers before they reach crisis points. The company’s first major pilot with Peoples Natural Gas in Pennsylvania is demonstrating how data analytics can transform utility assistance programs.

Unlike traditional outreach methods, Peoples Energy Analytics combines energy usage pattern analysis with targeted, empathetic messaging. After securing utility data and running it through specialized algorithms, they identify specific risk profiles — households at risk of pipe freezing, heat stroke risk, high bills, or disconnection — and customize communications accordingly.

The messaging is carefully personalized. Households with high bills receive cost-saving information, while those not using enough heat during cold snaps might receive a message asking, “Are you wearing too many blankets in your home?” or “25% of your neighbors are warmer than you in your home. Would you like to sign up for this program that can help you and your family be warmer?”

“At the end of the day, nobody ever wants to admit that they are struggling,” Nock noted. “I know I didn’t want to say it when I was in grad school. It took my lights getting cut off before I asked my dad for help.”

The company tracks detailed metrics — from email open rates to application submissions to program enrollment — to measure their impact. Results are already promising, with the pilot showing 17-20% open rates for their targeted messages compared to 12-15% for generic outreach, projecting a 25% increase in assistance program applications.

Despite criticism from some clean energy advocates about working with a natural gas utility, Nock maintains a practical, “technology agnostic” approach.

“I do not think that it is right to penalize our renter populations that are going to be the ones stuck in older homes because they don’t have the capabilities of changing heat in their homes,” she said. This household-focused philosophy resonated with Peoples’ CEO, who personally reached out after hearing her speak.

Creating a for-profit company was a deliberate choice for Nock. “I do believe that helping people pay their energy bills is good for business,” she explained. “You value what you pay for… People don’t value free things.”

Nock has also identified several barriers that keep people from accessing assistance programs beyond stigma. “People sometimes mistakenly believe that these are loans that they’ll have to pay back,” she explained. Others think “if they take the money, then somebody else who really needs it won’t get the money.” Complex applications and unclear benefits further discourage participation.

The company’s vision extends beyond its initial pilot. Their roadmap includes analyzing how rate changes impact different customer classes and studying infrastructure deployment impacts across diverse communities. With these tools, Nock aims to reach the 25 million Americans who struggle annually with energy bills.

However, she worries about potential funding cuts to assistance programs like LIHEAP, the Low Income Home Energy Assistance Program, which was already underfunded by 10-20% in 2021, according to the Rocky Mountain Institute.

Looking ahead, Nock sees her mission through the lens of her self-described superpower: “being focused on seeing the world as I think it should be and not getting bogged down with how the world is.”

For the full conversation with Dr. Destenie Nock, listen to her interview on season 4 of With Great Power here.

With Great Power is a show about the people building the future grid, today. It’s a co-production of GridX and Latitude Studios. Subscribe on Apple, Spotify, or anywhere you get your shows.

Read the original article from Latitude Media here.