Stop spending direct marketing dollars on customers who would purchase anyway!

True–lift modeling can identify:

• Which customers will purchase without receiving a marketing contact
• Which customers need a direct marketing nudge to make a purchase
• Which customers have a negative reaction to marketing (and purchase less if contacted)

This discussion will describe:

• The basic requirements needed to succeed with true–lift modeling
• Scenarios where this modeling method is most applicable
• The pros and cons of various approaches to true–lift modeling