Corpus ID: 22535399

Using control groups to target on predicted lift: Building and assessing uplift model

@inproceedings{Radcliffe2007UsingCG,
  title={Using control groups to target on predicted lift: Building and assessing uplift model},
  author={N. Radcliffe},
  year={2007}
}

N. Radcliffe

Published 2007

Engineering

Various authors have independently proposed modelling the difference between the behaviour of a treated and a control population and using this as the basis for targeting direct marketing activity. We call such models Uplift Models. This paper reviews the motivation for such an approach and compares the various methodologies put forward. We present results from using uplift modelling in three real-world examples. We also introduce quality measures appropriate to assessing the performance of… CONTINUE READING

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