Application To A/B and Multivariate Testing
It is rarely the case that there is a single treatment and control group. Often the "treatment" can be a variety of simple variations of a message or a multi-stage contact strategy that is classed as a single treatment. In the case of A/B or multivariate testing, uplift modelling can help in understanding whether the variations in tests provide any significant uplift compared to other targeting criteria such as behavioural or demographic indicators.
Read more about this topic: Uplift Modelling
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