Uplift Modeling
A predictive modeling technique that calculates the incremental, purely causal impact of a specific intervention or marketing action on an individual.
Think of It Like This
Like figuring out if handing someone a flyer actually caused them to buy a product, or if they were already going to buy it anyway.
Uplift models categorize users into four segments: 'Sure Things' (will buy anyway), 'Lost Causes' (won't buy regardless), 'Do Not Disturb' (marketing actually drives them away), and 'Persuadables'. The model identifies the 'Persuadables' so businesses can target interventions strictly at the people who will actually change their behavior.