Real-World Uplift Modelling with Significance-Based Uplift Trees
نویسندگان
چکیده
This paper seeks to document the current state of the art in ‘uplift modelling’—the practice of modelling the change in behaviour that results directly from a specified treatment such as a marketing intervention. We include details of the SignificanceBased Uplift Trees that have formed the core of the only packaged uplift modelling software currently available. The paper includes a summary of some of the results that have been delivered using uplift modelling in practice, with examples drawn from demand-stimulation and customer-retention applications. It also surveys and discusses approaches to each of the major stages involved in uplift modelling—variable selection, model construction, quality measures and postcampaign evaluation—all of which require different approaches from traditional response modelling.
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