My buddy Eric Siegel has just released a new white paper on Uplift Modeling: Predictive Analytics Can’t Optimize Marketing Decisions Without It. Here’s what he says about it:
To drive business decisions for maximal impact, analytical models must predict the marketing influence of each decision on customer buying behavior. Uplift modeling provides the means to do this, improving upon conventional response and churn models that introduce significant risk by optimizing for the wrong thing. This shift is fundamental to empirically driven decision making.
This convention-altering white paper reveals the why and how, and delivers case study results that multiply the ROI of predictive analytics by factors up to 11.
You can download the white paper here.
For those of you who don’t know him, Eric is President of Prediction Impact, Inc. and the Chair of Predictive Analytics World & Text Analytics World. He and I are both speaking at this year’s show in New York (Predictive Analytics World New York) and I am also giving a tutorial.