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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 508 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.

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


  • 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 I: 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 non-linear GLMs with the elastic net using GLMSELECT
  • creating partial impact plots from spline-based models

How do I enroll?

A comprehensive listing of ExitCertified courses can be found here. You can register directly for the required course/location when you select "register". If you have any questions or prefer to speak with an ExitCertified education consultant directly, please submit your query here. A representative will contact you shortly.

How do I pay for a class?

You can pay at the time of registration using credit card (Mastercard/Visa/American Express) cheque or PO.

What if I have training credits?

ExitCertified honors all savings programs from the partners we work with. ExitCertified also offers training credits across multiple partners through our FLEX Account.

When does class start/end?

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


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.

The lady at the front really nice. Everthing was always stocked up: Helpful

I was familiar with some knowledge on AWS Cloud, however the instructor Lopez explained stuff that made it easy to understand. He was very knowledgeable with the information he provided during class

I would highly recommend this instructor. But would appreciate the Actual Slide material to refresh. Also exam prep doc would be an advantage

Lab infraestructure is very suitable and works pretty good help to understand better the concepts exposed during the training.

The course is perfectly designed with material and labs to get hands on experience on AWS, nicely done!

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