Uplift Modeling for Direct Marketing

March 6, 2015

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The experiment builds uplift and response models for email direct marketing dataset
We use dataset from MineThatData E-Mail Analytics And Data Mining Challenge (http://blog.minethatdata.com/2008/03/minethatdata-e-mail-analytics-and-data.html). We build uplift and response models for population of customers who were sent womens email or were not sent any email. Our results show that for top 5% of scored users, with uplift modeling we get better uplift (7.3%) than the one with response modeling (6%).