The Scientific Marketer

On control groups, lift, direct marketing and analytics . . . mainly

28 November 2007

Another Crazy Dreamer

So, you know how we use a control group to work out the net lift? . . . but w targeted based on models of just the people we mail, right? Well, why don't we build models of *net* impact and use those to target? (Thinks -

Labels: cartoon, controls, modelling, targeting, uplift

posted by njr at 10:47 PERMALINK

Previous Posts

Uplift Modelling FAQ
Rate Plan
41 Timeless Ways to Screw Up Direct Marketing
Controls
The Two Controls
Uninformation
Target Marketing
Suspicion
Back
Demand Suppression

Tags

alienation
author
cartoon
controls
errors
measurement
memory
modelling
motivation
multiplier
negative effects
portrait
profitability
quotation
response
sales
targeting
text
uplift