Uplift Modelling sounds like Response Modelling. How is it different?
A. Ordinary “response” modelling actually doesn’t model a change in behaviour (even though it sounds as if it should): it models the behaviour of someone who is subject to some influence. Uplift models instead model the change in behaviour that results when someone is subject to an influence—typically, how much more that person spends, how much less likely (s)he is to leave etc. Mathematically, a response model predicts something like P (purchase | treatment) (“the probability of purchase given some specific treatment”, such as a mailing), whereas an uplift model predicts P (purchase | treatment) – P (purchase | no treatment) (“the difference between the probability of purchase given some specific treatment and the corresponding probability if the customer is not subject to that treatment”).
