What is it?

Uplift modelling is an analytical approach used to estimate the incremental effect of an intervention on user behaviour, rather than predicting behaviour alone.

It focuses on identifying who is most likely to be influenced by a change.

Examples in Action

• Identifying users most responsive to personalisation
  
• Measuring incremental impact of messaging
  
• Optimising targeting strategies
  
• Evaluating treatment versus control responses
  

Typical Outcomes / Results

• Improved targeting efficiency
  
• Higher incremental impact
  
• Reduced wasted exposure
  
• More precise optimisation decisions
  

This glossary entry reflects advanced analytical modelling practices.