Session 7.2

Question 1

Uplift modeling is also known as

Answer 1

incremental modeling, true-lift modeling or net modeling

Question 2

Uplift modeling identifies

Answer 2

individuals that are most likely to respond favorably to an action

Question 3

Difference uplift vs predictive

Answer 3

Predictive Modeling

• Will a targeted customer buy?
• e.g., will I buy Spotify Premium?

Uplift Modeling

• Will the customer buy ONLY if targeted?
• e.g., Are the self-ads the reason why I buy Spotify Premium?

Question 4

Predictive Models

Answer 4

focus only on distinguishing between customers that buy if they are targeted versus those that do not buy

• Sure Things + Persuadables vs. Do-Not-Disturbs + Lost Causes

Question 5

Uplift models

Answer 5

further distinguish different behaviors among those that do not get targeted

• Sure Things vs. Persuadables

Question 6

The core complication with uplift modeling lies

Answer 6

in the fact that we cannot measure the uplift for an individual because we cannot simultaneously target and not target a single person

Question 7

How can we overcome this core complication of uplift?

Answer 7

We can overcome this by randomly assigning similarly looking people to different treatments and assessing the differences in their behavior