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Net Lift modelling

Posted on October 20, 2009 at 9:23am 4 Comments

One of the most perplexing data mining dilemmas has to do with building tools that effectively rank order net lift. Essentially, marketers will promote a group but also have a holdout group where there is no marketing treatment. The modelling dilemma is that the net lift or difference in response rate between the marketted group vs. non marketted group is the same across all the deciles when models are typically built against the marketted group. There is software offered by some vendors that… Continue

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