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SAS User Forum 2017: Experiences on Incremental Response Modelling

by SAS Employee GeorgMorsing ‎05-24-2017 03:50 AM - edited ‎05-24-2017 04:21 AM (129 Views)

Presentation number 8 by Jaakko Riihimäki, Telia

Helsinki, 24 May 2017

 

Abstract

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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