Chapter 6
Uplift Models
Model the Incremental Impact of Actions on Consumer Behavior
Use uplift modeling to optimize marketing decisions, to define personalized medicine protocols, or, more generally, to identify characteristics of individuals who are likely to respond to an intervention. Also known as incremental modeling, true lift modeling, or net modeling, uplift modeling differs from traditional modeling techniques in that it finds the interactions between a treatment and other variables. It directs focus to individuals who are likely to react positively to an action or treatment.
Figure 6.1 Example of Uplift for a Hair Product Marketing ...
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