Introduction
Uplift modelling uses a randomised scientific control to not only measure the effectiveness of a marketing action but also to build a predictive model that predicts the incremental response to the marketing action. It is a data mining technique that has been applied predominantly in the financial services, telecommunications and retail direct marketing industries to up-sell, cross-sell, churn and retention activities.
Read more about this topic: Uplift Modelling
Famous quotes containing the word introduction:
“For the introduction of a new kind of music must be shunned as imperiling the whole state; since styles of music are never disturbed without affecting the most important political institutions.”
—Plato (c. 427–347 B.C.)
“Such is oftenest the young man’s introduction to the forest, and the most original part of himself. He goes thither at first as a hunter and fisher, until at last, if he has the seeds of a better life in him, he distinguishes his proper objects, as a poet or naturalist it may be, and leaves the gun and fish-pole behind. The mass of men are still and always young in this respect.”
—Henry David Thoreau (1817–1862)
“We used chamber-pots a good deal.... My mother ... loved to repeat: “When did the queen reign over China?” This whimsical and harmless scatological pun was my first introduction to the wonderful world of verbal transformations, and also a first perception that a joke need not be funny to give pleasure.”
—Angela Carter (1940–1992)