Energy utility companies hold a great potential to improve sustainable practices, as they have access to large amounts of energy consumption data that can be translated into actionable insights toward individual consumers. We investigate the role of energy informatics based artifacts for utility companies to (i) profile households and to individually address customers that have a large potential to elevate their energy efficiency and (ii) at the same time create revenue by purchasing energy efficient goods and related services. Furthermore, we demonstrate how the predicted attributes of millions of households can, in turn, contribute to the economic, environmental, and societal value creation for energy suppliers, utility customers, and the community as a whole. For our empirical study on the detection of households with old heating systems, we cooperated with a large energy supplier in Belgium. The results are used for targeted positioning of new heating systems in a cross-selling campaign and may serve as a blueprint for related data analytics artifacts in this field.