What will uplift modeling do for me?

Understanding that greater marketing ROI can be gained by targeting fewer in your database helps you to adjust future campaigns so budget spend is less and responses greater. Other uplift modeling users have reported up to 40 percent budget savings and up to 35 percent improvement in responses.

Is uplift modeling suited to your organization?

There are four qualification criteria important for evaluating the potential impact of uplift modeling:

Control groups - Uplift modeling absolutely requires the systematic use of randomized control groups, so is only of benefit to businesses that already use, or are prepared to adopt this approach.
Size of customer base - Businesses with large customer bases will tend to benefit disproportionately more than those with fewer customers, because reasonable volumes are needed to model this second-order effect. Though dependent on response rates, uplifts and the ratio of treated to control group sizes, we would not normally expect the technique to work well on campaigns targeting fewer than about 100,000 people.
Influences - Uplift modeling is of particular benefit in situations in which many factors influence a customer’s behavior. Companies with a largely single-channel, single-communication route to customers, in less competitive markets, will benefit less from uplift modeling than those with many channels and communication paths and greater competition.
Overall level of uplift - We believe that the approach of uplift modeling is correct even when the overall level of uplift is high and there are no obvious negative effects involved in a campaign. In these circumstances there are alternatives, albeit suboptimal ones. In circumstances where campaigns show little overall uplift, or negative overall uplift, other than a complete change of approach, there is no known alternative to uplift modeling.

Take a campaign checkup

Campaign checkup is a free online service where marketers and direct marketing professionals can check on the health of their last campaign, uncovering budget savings and incremental revenue hiding within the campaign. With the input of just a few pieces of campaign data, a campaign checkup report will be generated for your campaign so you can see the potential impact to your campaign results.