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Targeting Uplift An Introduction to Net Scores

Title
Targeting Uplift [electronic resource] : An Introduction to Net Scores / by René Michel, Igor Schnakenburg, Tobias von Martens.
ISBN
9783030226251
Edition
1st ed. 2019.
Publication
Cham : Springer International Publishing : Imprint: Springer, 2019.
Physical Description
1 online resource (XXXII, 352 p.) 144 illus., 119 illus. in color.
Local Notes
Access is available to the Yale community.
Access and use
Access restricted by licensing agreement.
Summary
This book explores all relevant aspects of net scoring, also known as uplift modeling: a data mining approach used to analyze and predict the effects of a given treatment on a desired target variable for an individual observation. After discussing modern net score modeling methods, data preparation, and the assessment of uplift models, the book investigates software implementations and real-world scenarios. Focusing on the application of theoretical results and on practical issues of uplift modeling, it also includes a dedicated chapter on software solutions in SAS, R, Spectrum Miner, and KNIME, which compares the respective tools. This book also presents the applications of net scoring in various contexts, e.g. medical treatment, with a special emphasis on direct marketing and corresponding business cases. The target audience primarily includes data scientists, especially researchers and practitioners in predictive modeling and scoring, mainly, but not exclusively, in the marketing context. .
Variant and related titles
Springer ENIN.
Other formats
Printed edition:
Printed edition:
Printed edition:
Format
Books / Online
Language
English
Added to Catalog
September 17, 2019
Contents
List of Symbols
List of Figures
List of Tables
Introduction
The Traditional Approach: Gross Scoring
Basic Net Scoring Methods: The Uplift Approach
Validation of Net Models: Measuring Stability and Discriminatory Power
Supplementary Methods for Variable Transformation and Selection
A Simulation Framework for the Validation of Research Hypotheses on Net Scoring
Software Implementations
Data Prerequisites
Practical Issues and Business Cases
Summary and Outlook
Appendix
Other Literature on Net Scoring
Index.-.
Citation

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