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BI Case Studies: A Marketer’s Dream
Uplift modeling, also sometimes called incremental or differential response marketing, is the technique of analyzing data to predict individual responses to a sales or marketing campaign before the fact, then targeting campaigns appropriately.
It’s a dream scenario for marketers, explains Mark Smith, executive vice president at Portrait Software. Understanding what individual responses might be before spending money on a campaign allows businesses to target their marketing dollars for maximum return.
You’ll learn:
- What campaigns will most likely show success from uplift modeling -- and what campaigns this technology doesn’t help
- Which industries can benefit most from this approach
- How companies can calculate a return on investment before investing in uplift modeling software
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