Nick Radcliffe (Portrait Quadstone and University of Edinburgh)

Optimal targeting through uplift modelling
Wednesday 6 December 2006 at 15.30, JCMB 6324

Abstract

Most direct marketing targets the wrong people. It wastes money by focusing effort on many who will not react positively, and some who may even react negatively, while neglecting others who would respond favourably if targeted. This talk shows how a new modelling technique-uplift modelling-can be used to optimize targeting to maximize the returns from direct marketing. It achieves this by predicting, at an individual level, the change in behaviour likely to result from a particular marketing intervention.

Seminars by year

Current 2016 2015 2014 2013 2012 2011 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999 1998 1997 1996