April 2021
Intermediate to advanced
352 pages
4h 32m
Japanese
Content preview from 仕事ではじめる機械学習 第2版
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10章Uplift Modelingによるマーケティング資源の効率化
本章ではUplift Modelingの紹介と実装を行います。
Uplift Modelingとは、疫学統計やダイレクトマーケティングにおいて活用される機械学習の手法です。この手法は、ランダム化比較試験（Randomized Controlled Trial）のデータを分析することにより、どのような患者に対して薬が作用するのか、どのような顧客に対してダイレクトメールを送付すると成果に結びつくのか、といったことを予測できます。
Uplift ModelingのUpliftとは「持ち上げる」という意味です。
ランダム化比較試験とは、いわゆるA/Bテストのことです。母集団をランダムに実験群（Treatment Group）と統制群（Control Group）の2つに分け、実験群には試験したい介入行為を行い、統制群には何しません。たとえば新薬開発であれば、実験群には介入行為として新薬を投与し、統制群には偽薬を投与します。ウェブサービスであれば、実験群には介入行為として新しいバナー広告を表示し、統制群には従来のバナー広告を表示します。
Uplift Modelingが普通のA/Bテストと異なるのは、単に反応したかどうかを調べるのではなく、実験群と統制群においてどのような特徴量を持つ標本が反応したのか、あるいは反応しなかったのかを調べることで、ある標本が介入行為に対してどのように反応するかを予測します。これにより、効果が出ると見込める対象にのみ介入行為を行えるようになります。逆に、介入が逆効果になると予測される対象に対しては介入を控えられます。 ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.