A demand response system having an improved load forecaster connected to a decision engine. A basis of the improved forecaster may be an introduction of an explanatory variable which is a time-based shaping function that allows capturing a demand response (DR) lead and DR rebound effect, and the like, capturing a shape of load reduction, given by an applied DR action. The engine may receive information from the forecaster and utility relative to behavior of a DR customer, market price, renewable energy generation, grid status, and so on. The engine may provide optimal timing, selection of resources, and so forth, to a DR automation server, which in turn may provide DR signals to customers. The customers may provide data consumption data to a database. Electricity generation data may also be provided to the database. Selected relevant data from the database and weather information may go to the load forecaster.
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