Are there any disadvantages of uplift modelling?
A. Uplift modelling is harder and requires valid controls groups to be kept, which have to be of reasonable size. Experience shows that it is also easy to misinterpret the results of campaigns when assessing uplift, especially when it is first adopted. Adoption of uplift models usually results in reductions in contact volumes, which is sometimes seen as a negative by marketing departments. An uplift modelling perspective also often reveals that previous targeting has been poor, and sometimes brings to light negative effects that had not previously been identified. There is also some evidence that uplift models also seem to need to be refreshed more frequently than conventional models, and there are clearly cases where either data volumes are not adequate to support uplift modelling or where the results of uplift modelling are not significantly different from those of conventional modelling. Anecdotally, this seems to be the case in the retail sector more than in financial services and
