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Targeting Uplift

An Introduction to Net Scores

Authors: Michel, René, Schnakenburg, Igor, von Martens, Tobias

  • The first book to present uplift modeling in a comprehensive and modern way
  • Provides the theoretical background on net scoring methods, as well as guidelines for practical applications in real-world problems
  • Features a chapter on software implementations of uplift modeling
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Buy this book

eBook £43.99
price for United Kingdom (gross)
  • The eBook version of this title will be available soon
  • Due: September 28, 2019
  • ISBN 978-3-030-22625-1
  • Digitally watermarked, DRM-free
  • Included format:
  • ebooks can be used on all reading devices
Hardcover £79.99
price for United Kingdom (gross)
  • Due: September 28, 2019
  • ISBN 978-3-030-22624-4
  • Free shipping for individuals worldwide
About this book

This book explores all relevant aspects of net scoring, also known as uplift modeling: a data mining approach used to analyze and predict the effects of a given treatment on a desired target variable for an individual observation. After discussing modern net score modeling methods, data preparation, and the assessment of uplift models, the book investigates software implementations and real-world scenarios. Focusing on the application of theoretical results and on practical issues of uplift modeling, it also includes a dedicated chapter on software solutions in SAS, R, Spectrum Miner, and KNIME, which compares the respective tools. This book also presents the applications of net scoring in various contexts, e.g. medical treatment, with a special emphasis on direct marketing and corresponding business cases. The target audience primarily includes data scientists, especially researchers and practitioners in predictive modeling and scoring, mainly, but not exclusively, in the marketing context. 


About the authors

René Michel studied mathematics and received his Ph.D. with a focus on statistics from the University of Würzburg, Germany. After working for a consulting company (Altran) for eight years, he is currently a senior analyst and team leader at Deutsche Bank. The core area of his work is data mining in customer relationship management, especially performance measurement for marketing campaigns. He is also a certified SAS trainer and co-author of an introductory book on statistics.

After finishing his PhD at the Department of Mathematics, King’s College, London, UK, and his work as a lecturer, Igor Schnakenburg focused on investigating analytical and strategic connections, in particular in the marketing and banking area. He has held various consulting positions and developed prediction models in Germany and abroad. He is an accredited SAS trainer and has taught several courses over the past few years.

Tobias von Martens completed a degree in business informatics at the Technical University Dresden, Germany, where he also received his Ph.D. for a dissertation on revenue management and customer value. He has worked for several years as a senior consultant for analytical customer relationship management, mainly for financial service providers, and has focused his consulting and research on the development of scoring models and customer segmentation.

Buy this book

eBook £43.99
price for United Kingdom (gross)
  • The eBook version of this title will be available soon
  • Due: September 28, 2019
  • ISBN 978-3-030-22625-1
  • Digitally watermarked, DRM-free
  • Included format:
  • ebooks can be used on all reading devices
Hardcover £79.99
price for United Kingdom (gross)
  • Due: September 28, 2019
  • ISBN 978-3-030-22624-4
  • Free shipping for individuals worldwide
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Bibliographic Information

Bibliographic Information
Book Title
Targeting Uplift
Book Subtitle
An Introduction to Net Scores
Authors
Copyright
2019
Publisher
Springer International Publishing
Copyright Holder
Springer Nature Switzerland AG
eBook ISBN
978-3-030-22625-1
DOI
10.1007/978-3-030-22625-1
Hardcover ISBN
978-3-030-22624-4
Edition Number
1
Number of Pages
X, 373
Number of Illustrations
25 b/w illustrations, 119 illustrations in colour
Topics