Net Lift Models: Optimizing the Impact of Your Marketing Efforts

  • Tuition USD $825 GSA  $748.11
  • Reviews star_rate star_rate star_rate star_rate star_half 1172 Ratings
  • Course Code BNET94
  • Duration 1 day
  • Available Formats Classroom
The true effectiveness of a marketing campaign is not the response rate; it is the incremental impact. That is, true effectiveness is additional revenue, directly attributable to the campaign, that would not otherwise have been generated. The problem is that targeting strategies often are not designed to maximize the incremental impact. Typical targeting models are successful at finding clients who are interested in the product, but too often these clients would have bought the product regardless of whether they received a promotion. In such cases, the incremental impact is insignificant, and marketing dollars could have been spent elsewhere. Incremental lift models are designed to maximize incremental impact (that is, the incremental lift over the control group) by targeting the undecided clients who can be motivated by marketing.

The self-study e-learning includes:

  • Annotatable course notes in PDF format.
  • Virtual lab time to practice.

Skills Gained

  • Build incremental lift models that maximize the difference in response rates between the clients who receive the offer and their control group.
  • Identify good incremental lift predictive variables.
  • Build incremental lift models using a variety of techniques.
  • Deploy incremental models.

Who Can Benefit

  • Statisticians, business analysts, and market researchers who build predictive models for marketing and retention campaigns

Prerequisites

  • Before attending this course, you should:
  • Have experience using SAS/STAT software to build statistical models.
  • Have experience using SAS/STAT to build predictive models. You can gain this experience by taking the Predictive Modeling Using Logistic Regression course.
  • Have experience with linear regression and logistic regression. You can gain this experience by taking the Statistics 1: Introduction to ANOVA, Regression, and Logistic Regression course.

Course Details

What Are Incremental Lift Models and Why Do You Need Them?

  • Incremental impact.
  • Incremental lift models versus propensity models.

The Green Card Marketing Campaign

  • Campaign details.
  • The INCREMENTAL SAS macro.

The Weight of Evidence and the Information Value

  • Introduction.
  • Weight of evidence (WOE) and the information value (IV).
  • Estimating WOE and IV.

Generalized Additive Models (GAM)

  • Introduction.
  • Casting GAMs as large GLMs.
  • L1 and L2 penalty.
  • Fitting penalized nonlinear GLMs with the elastic net using GLMSELECT.
  • Creating partial impact plots from spline-based models.

When does class start/end?

Classes begin promptly at 9:00 am, and typically end at 5:00 pm.

Does the course schedule include a Lunchbreak?

Lunch is normally an hour long and begins at noon. Coffee, tea, hot chocolate and juice are available all day in the kitchen. Fruit, muffins and bagels are served each morning. There are numerous restaurants near each of our centers, and some popular ones are indicated on the Area Map in the Student Welcome Handbooks - these can be picked up in the lobby or requested from one of our ExitCertified staff.

How can someone reach me during class?

If someone should need to contact you while you are in class, please have them call the center telephone number and leave a message with the receptionist.

What languages are used to deliver training?

Most courses are conducted in English, unless otherwise specified. Some courses will have the word "FRENCH" marked in red beside the scheduled date(s) indicating the language of instruction.

What does GTR stand for?

GTR stands for Guaranteed to Run; if you see a course with this status, it means this event is confirmed to run. View our GTR page to see our full list of Guaranteed to Run courses.

Does ExitCertified deliver group training?

Yes, we provide training for groups, individuals and private on sites. View our group training page for more information.

Does ExitCertified deliver group training?

Yes, we provide training for groups, individuals, and private on sites. View our group training page for more information.

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Very good training. Remote mode makes it a little bit harder at the beginning. All went well after warm-up

Excellent facilities, excellent staff.. and the coffee is good too! Thanks for helping to advance my career and the career of my colleagues!

It was a pleasant experience from registration all through the course. I just wish they would have covered 100% of the material covered by the exam.

I am overall very impressed with ExitCertified/Tech Data regarding the Spring Core class outline and iMVP delivery format.

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