Uplift Modeling

• A modeling technique, commonly used in marketing, that models the “causal effect” (also known as the “incremental impact”) of a “treatment” on an “individual.” Here are two examples
• Doctors might use uplift modeling to predict the mortality decrease (causal effect) of a medical procedure (treatment) depending on the age and medical history of a patient (individual).
• Marketers might use uplift modeling to predict the increase in probability of a purchase (causal effect) due to an advertisement (treatment) on a person (individual).