Presentation number 8 by Jaakko Riihimäki, Telia
Helsinki, 24 May 2017
In incremental response modeling, the goal is to model the incremental impact of a treatment, for example a marketing action of an individual’s behavior. In this presentation, we discuss different approaches for building an incremental response model and how to evaluate the performance of the model. We also consider one business use case where an outbound marketing campaign is optimized by using incremental response modeling.
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