{"id":8578,"date":"2017-03-27T09:00:00","date_gmt":"2017-03-27T13:00:00","guid":{"rendered":"http:\/\/www.predictiveanalyticsworld.com\/machinelearningtimes\/?p=8578"},"modified":"2020-05-21T08:24:33","modified_gmt":"2020-05-21T12:24:33","slug":"uplift-modeling-making-predictive-models-actionable","status":"publish","type":"post","link":"https:\/\/www.predictiveanalyticsworld.com\/machinelearningtimes\/uplift-modeling-making-predictive-models-actionable\/8578\/","title":{"rendered":"Uplift Modeling:  Making Predictive Models Actionable"},"content":{"rendered":"Predictive models typically estimate the likelihood of future events, such as whether it will rain tomorrow or which customers are most likely to \u201cchurn\u201d by cancelling their phone contract.\u00a0 In the case of the weather, we do not expect to change it; we just want to know how to adapt.\u00a0 However, the goal for most use cases is to be more proactive; we want to understand what action to take to\u00a0change the outcome\u00a0in a favorable way.\u00a0 (See the examples in Figure 1)\u00a0 In these cases prescriptive, not just predictive, analytics is required.\u00a0 The return on investment comes directly <a href=\"https:\/\/www.predictiveanalyticsworld.com\/machinelearningtimes\/uplift-modeling-making-predictive-models-actionable\/8578\/\" class=\"more-link\">(more&hellip;)<\/a>","protected":false},"excerpt":{"rendered":"<p>Predictive models typically estimate the likelihood of future events, such as whether it will rain tomorrow or which customers are most likely to \u201cchurn\u201d by cancelling their phone contract.\u00a0 In the case of the weather, we do not expect to change it; we just want to know how to adapt.\u00a0 However, the goal for most [&hellip;]<\/p>\n","protected":false},"author":72,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[11],"tags":[230,166,47,62,906,8,198],"class_list":["post-8578","post","type-post","status-publish","format-standard","hentry","category-industry-news","tag-data-analytics","tag-data-science","tag-data-scientist","tag-elder-research","tag-mike-thurber","tag-predictive-analytics","tag-uplift-modeling"],"_links":{"self":[{"href":"https:\/\/www.predictiveanalyticsworld.com\/machinelearningtimes\/wp-json\/wp\/v2\/posts\/8578","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.predictiveanalyticsworld.com\/machinelearningtimes\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.predictiveanalyticsworld.com\/machinelearningtimes\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.predictiveanalyticsworld.com\/machinelearningtimes\/wp-json\/wp\/v2\/users\/72"}],"replies":[{"embeddable":true,"href":"https:\/\/www.predictiveanalyticsworld.com\/machinelearningtimes\/wp-json\/wp\/v2\/comments?post=8578"}],"version-history":[{"count":12,"href":"https:\/\/www.predictiveanalyticsworld.com\/machinelearningtimes\/wp-json\/wp\/v2\/posts\/8578\/revisions"}],"predecessor-version":[{"id":11441,"href":"https:\/\/www.predictiveanalyticsworld.com\/machinelearningtimes\/wp-json\/wp\/v2\/posts\/8578\/revisions\/11441"}],"wp:attachment":[{"href":"https:\/\/www.predictiveanalyticsworld.com\/machinelearningtimes\/wp-json\/wp\/v2\/media?parent=8578"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.predictiveanalyticsworld.com\/machinelearningtimes\/wp-json\/wp\/v2\/categories?post=8578"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.predictiveanalyticsworld.com\/machinelearningtimes\/wp-json\/wp\/v2\/tags?post=8578"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}