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

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Previous Posts

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

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