Practical Issues and Business Cases

René Michel, Igor Schnakenburg and Tobias von Martens
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René Michel: Deutsche Bank AG
Igor Schnakenburg: DeTeCon International GmbH
Tobias von Martens: Deutsche Bank AG

Chapter Chapter 9 in Targeting Uplift, 2019, pp 241-319 from Springer

Abstract: Abstract This chapter uses the direct marketing case in order to illustrate the opportunities and challenges as well as the economic impact of applications in practice. Moreover, a number of exemplary areas of application are suggested. This chapter concludes with a multi-step guideline for the implementation of uplift modeling in practice.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-22625-1_9

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DOI: 10.1007/978-3-030-22625-1_9

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