What are the uplift use cases in marketing (target population)?

Uplift modeling in marketing is used to assess the effect of marketing campaigns on customer behavior, identifying those who will truly change their behavior under the influence of the promotion (target population).

Main use cases:

• Personalization of mailings and offers: identify customers who are highly likely to make a purchase only when receiving an offer, so as not to waste resources on those who will buy anyway or not at all.
• Marketing budget optimization: direct efforts and resources to segments with maximum uplift, increasing campaign ROI.
• Retention and customer loyalty: identify customers who can be retained with special promotions.
• Cross-selling and upselling: find customers who will respond to additional offers.

Thus, the target population is a segment of customers for whom marketing influence will lead to a positive change in behavior, not just active or loyal users.