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Lift Charts in direct marketing

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The mass-mailing business is often used to illustrate the use of lift charts. Another real world application where the lift charts can be used, is the age response data where the lift charts can benefit.

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Solution Summary

This solution presents an introduction to lift curves and their applications. Additionally, the solution includes one reference source for further research of the topic.

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The lift curve is a popular technique in direct marketing. One useful way to think of a lift curve is to consider a data mining model that attempts to identify the likely responders to a mailing by assigning ...

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