Measuring Uplift
The uplift of a marketing campaign is usually defined as the difference in response rate between a treated group and a randomized control group. This allows a marketing team to isolate the effect of a marketing action and measure the effectiveness or otherwise of that individual marketing action. Honest marketing teams will only take credit for the incremental effect of their campaign.
The table below shows the details of a campaign showing the number of responses and calculated response rate for a hypothetical marketing campaign. This campaign would be defined as having a response rate uplift of 5%. It has created 50,000 incremental responses (100,000 - 50,000).
| Group | Number of Customers | Responses | Response Rate |
|---|---|---|---|
| Treated | 1,000,000 | 100,000 | 10% |
| Control | 1,000,000 | 50,000 | 5% |
Read more about this topic: Uplift Modelling
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—Ian McEwan (b. 1938)
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