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Practical Predictive Analytics by Ralph Winters

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Evaluating lift

The factors when dealing with the evaluation are as follows:

  • When evaluating the lift metric, use 1 as a baseline lift measure, since a lift of 1 implies no relationship between the antecedent and the consequence.
  • As the value of lift increases, it will help you target more interesting rules. If you are able to identify rules with a high confidence level that occur more than you expect, that could lead to enhanced revenue from developing customer incentives to purchase the same or similar products again.

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