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About the Book
Conventional propensity and response models try to predict the probability that people will buy if they are subject to some treatment.
Uplift Models seek to predict how much more or less likely people are to buy as a result of a marketing treatment; i.e. uplift models predict the change in behaviour caused by a marketing treatment.
This book describes all aspects of uplift modelling, including why you might want to do it, how to prepare for uplift modelling, how to build uplift models, how to assess uplift models and how to improve them after first deployment.
About the Author
