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JMP 12 Consumer Research by SAS Institute

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Uplift Platform Overview
Use the Uplift platform to model the incremental impact of an action, or treatment, on individuals. An uplift model helps identify groups of individuals who are most likely to respond to the action. Identification of these groups leads to efficient and targeted decisions that optimize resource allocation and impact on the individual. (See Radcliffe and Surry, 2011.)
The Uplift platform fits partition models. While traditional partition models find splits to optimize a prediction, uplift models find splits to maximize a treatment difference.
The uplift partition model accounts for the fact that some individuals receive the treatment, while others do not. It does this by fitting a linear model to each possible (binary) ...

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