Ashlie J. Ossege
1/1/
2014
513-888-7792
ashryb@cinci.rr.com
EXPERIENCE
Vice President, Analytic Services| D i r e c t O p t i o n s
July 2013 - Present

Provide strategic leadership for the direction of the marketing firm, targeting and client
assessments, retail products & services utility industry subject matter expert.

Client-facing position providing analytic leadership, formulate customer insights, design
efficient & effective marketing programs, and measure performance of marketing
programs run by Retail Products and Services entity of regulated and non-regulated
utilities.

Analytic consultant to internal and external clients in developing and executing analytical
projects which create a compelling story and provide strategic recommendations that
deliver a measurable client business impact. Leverage transactional customer data,
product data, demographic and behavior data in the US.

Innovated and developed Customer Optimization analytic solution that through advanced
statistical segmentation techniques maximizes marketing effectiveness by identifying the
right customer, for the right product, with the right message, at the right cadence,
reducing cost per acquisition, increasing ROI.
Manager, Product and Market Research & Analytics | D u k e E n e r g y
2007 - June 2013

Designed market research plans including experimental designs, online and mail surveys,
and focus groups that have led to the success of the new product development and
implementation of retail products and services that generated over 1,963 GWh of
energy reductions.

Innovated a process that maximizes advertising effectiveness by targeting customers with
the greatest ROI potential through advanced statistical segmentation techniques.

Developed research and analysis that demonstrated to executives the impact on the grid
that electric vehicles pose. Provided a solution for targeted smart charging that relies on
geography, customer demographics and driving behavior. This finding spurred interest
from companies like General Motors, OnStar and Bright Automotive.

Personally designed and managed the building of the Marketing Information System
(MKIS) that responds to the voice of the customer by centralizing and automating the
cleaning of customer information and modeled purchase propensities.

Consult on all of Duke Energy’s evaluation, measurement & verification activities (EM&V)
and have achieved positive regulatory outcomes during testimony hearings regarding
defending how Duke Energy researches and evaluates its retail energy efficiency
programs.
Ashlie J. Ossege
Graduate Adjunct Instructor, SAS Programming | U n i v e r s i t y o f C i n c i n n a t i
2002 - Present

Teach “Data Analysis Using SAS” to graduate students. This course emphasizes SAS
programming and statistical concepts in Economics and Market Research.
 Designed and taught first ever SAS Distance Learning Course (Online) for the
University of Cincinnati in 2012.
Lead Market Research Analyst | D u k e E n e r g y ( f o r m e r l y C i n e r g y )
1997 - 2007

Lead Analyst contributing to the testing and refinement of research methods, tools and
models which have been awarded “Most Innovative” status among AESP, the foremost EE
professionals.

Increased customer response rates from 3% to 12% while minimizing marketing costs
through the development of statistical models for targeting consumers for consumer
products.

Developed conjoint studies and applied logit modeling for optimizing products and
services offerings, maximizing profit and maintaining or increasing market share.
PROFESSIONAL PRESENTATIONS
 “Program Implementer, Regulator, and Evaluator Relationships ”
Panel Member: International Energy Program Evaluation Conference (IEPEC 2013)

“Improving Customer Engagement with Big Data”
Utility Analytics and Optimization Summit(2012)

“Energy Efficiency Gateways: Risks and Rewards of Customer Cross Selling”
Co-Author of IEPEC White Paper(2011)

“Comparison Reports: Analytic Insights and Business Case”
AESP 21st National Conference: Evaluation Measurement & Verification (2011)

“Managing Marketing Effectiveness through Market Analytics”
AESP Spring Conference: Program Implementation and Marketing (2010)

“Utilizing GIS to plan for Plug-in Electric Vehicle Market Penetration and System
Impacts”
EUCI Web Conference: Enabling the Smart Grid with GIS(2009)
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Ashlie J. Ossege
EDUCATION
University of Cincinnati | December 1996
BA in Business, Marketing / Real Estate
Graduate Coursework Completed, Quantitative Analysis:
Statistical Aspects of Experimental Design 1999
Statistical Methodology 1999
Applied Linear Regression 1998
SKILLS
Market Research Project Design and Analysis using SAS, SPSS, GAUSS, GLIMMIX(Latent
Class), Conjoint Analysis, CHAID, regression & logistic regression, multivariate and univariate
analysis, clustering, factor analysis, latent class, hierarchical bayes, structural equation
modeling, perceptual mapping, sample selection, and data mining.
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