Millised on uplift kasutusjuhtumid turunduses (sihtpopulatsioon)?

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

Main use cases:

• Personalization of mailings and offers: identify customers who are highly likely to make a purchase only when they receive an offer, so as not to waste resources on those who will buy anyway or not at all.
• Optimization of marketing budget: direct efforts and resources to segments with the highest uplift, increasing campaign ROI.
• Customer retention and loyalty: identify customers who can be retained through special promotions.
• Cross-selling and upselling: find customers who will respond to additional offers.

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