When trying to influence customers, understanding the types within your audience—Sure Things, Lost Causes, Persuadables, and Sleeping Dogs—is crucial for targeted marketing.
Uplift Modeling is essential to identify 'Persuadables' who can be converted into customers through carefully crafted advertising, making ad budgets more effective.
Incrementality can be defined as the difference in conversion rates between customers who receive targeted ads versus those who do not, guiding better marketing strategies.
Targeted campaigns should avoid 'Sleeping Dogs,' as their exposure to ads can lead to customers disconnecting from brands they were previously committed to.
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