Note from Executive Editor Eric Siegel: In this article, Sam Koslowsky explores a perfect illustration of the value of uplift modeling: whether to offer free shipping. Well, will that increase the chance this customer will buy? That is, will it positively influence the individual? By predicting influence, you maximize influence. That’s why it’s also sometimes called persuasion modeling. I’ve written a lot on the topic – click here for my article about it and links to much additional content about uplift modeling. Yes, I admit it. A free shipping offer often catches my eye. But I’m not the
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