History of Uplift Modelling
The first appearance of true response modelling appears to be in the work of Radcliffe and Surry.
Victor Lo also published on this topic in The True Lift Model (2002), and more recently Radcliffe again with Using Control Groups to Target on Predicted Lift: Building and Assessing Uplift Models (2007).
Radcliffe also provides a very useful frequently asked questions (FAQ) section on his web site, Scientific Marketer.
Similar approaches have been explored in personalised medicine.
Read more about this topic: Uplift Modelling
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