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Net Lift Models: Optimizing the Impact of Your Marketing Efforts

GK# 2822

Course Overview

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The true effectiveness of a marketing campaign is not the response rate; it is the incremental impact. That is, true effectiveness is additional revenue, directly attributable to the campaign, that would not otherwise have been generated. The problem is that targeting strategies often are not designed to maximize the incremental impact. Typical targeting models are successful at finding clients who are interested in the product but too often these clients would have bought the product regardless of whether they received a promotion. In such cases, the incremental impact is insignificant, and marketing dollars could have been spent elsewhere. Incremental lift models are designed to maximize incremental impact (that is, the incremental lift over the control group) by targeting the undecided clients who can be motivated by marketing.

Schedule

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Outline

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Classroom Live Outline

1. What Are Incremental Lift Models and Why Do We Need Them?

  • Incremental impact
  • Incremental lift models versus propensity models

2. The Green Card Marketing Campaign

  • Campaign details
  • The INCREMENTAL SAS macro

3. The Net Weight of Evidence and the Net Information Value

  • Introduction
  • The weight of evidence (WOE) and the information value (IV)
  • Calculating WOE and IV
  • Extension to Net WOW and Net IV
  • Penalizing NWOE tables
  • The INFORMATION SAS macro

4. Building Incremental Lift Models

  • Introduction
  • Nonlinearity in incremental lift models
  • Regression-based incremental lift models
  • Non-regression methods

Labs

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Classroom Live Labs

Exercises or hands-on workshops are included with most SAS courses.

Prerequisites

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Who Should Attend

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  • Statisticians
  • Business analysts
  • Market researchers who build predictive models for marketing and retention campaigns
Course Delivery

This course is available in the following formats:

Classroom Live

Receive face-to-face instruction at one of our training center locations.

Duration: 1 day

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