About Estimating Campaign Benefits and Modeling Lift (Overheads)
Estimating Campaign Benefits and Modeling Lift (Overheads)- In assessing the potential of data mining based marketing campaigns one needs to estimate the payoff of applying modeling to the problem of predicting behavior of some target population. We present a methodology for initial cost/benefit analysis and present surprising empirical results, based on actual business data from several domains, on achievable model accuracy.
