Basic Net Scoring Methods: The Uplift Approach

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 3 in Targeting Uplift, 2019, pp 45-99 from Springer

Abstract: Abstract Compared to the classical scoring approach, the difficulty with net scoring is that the target variable, i.e. the uplift, is not defined for an individual observation. Rather, the impact of a treatment is measured by a comparison of structurally identical groups of observations which have (target group) or have not (control group) received the treatment. The underlying problem is that an observation cannot be treated and not treated at the same time. Due to this interaction of the response and the treatment variable, gross scoring methods are not directly applicable, yet they present the basis from which to move on. In this chapter, several statistical methods for net scoring are presented. Firstly, a general and formal description of the net scoring problem is provided. Then, a wide variety of statistical methods for uplift modeling are presented and their respective advantages and disadvantages are described. The two final sections deal with appropriate methods for responses or treatments that are not binary, contrary to what is assumed for most parts of the book.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-22625-1_3

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DOI: 10.1007/978-3-030-22625-1_3

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