Uplift Modeling Application and Methodology in Database Marketing

Conference paper
Part of the Springer Proceedings in Mathematics & Statistics book series (PROMS, volume 55)


While there is a broad consensus that incrementality is the accurate measurement of database marketing impact, few marketing activities today are focused on uplift effect; because most of the target campaigns are selected by leveraging propensity models which maximize the gross response or demand. In this paper, we will introduce a tree-based uplift modeling methodology, which optimizes true marketing profitability. We will also discuss the major stages involved in this approach, with a real-life example from analytic services in the specialty retail industry.


Double Difference Market Treatment Good Split Marketing Treatment Propensity Model 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Science+Business Media New York 2013

Authors and Affiliations

  1. 1.Merkle Inc.ColumbiaUSA

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