Uplift modelling, also known as incremental modelling, true lift modelling, or net modelling is a predictive modelling technique that directly models the incremental impact of a treatment (such as a direct marketing action) on an individual's behaviour.
Uplift modelling has applications in customer relationship management for up-sell, cross-sell and retention modelling. It has also been applied to personalised medicine.
Read more about Uplift Modelling: Introduction, Measuring Uplift, Traditional Response Modelling, Uplift Modelling, Return On Investment, Removal of Negative Effects, Application To A/B and Multivariate Testing, History of Uplift Modelling, Implementations
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