ABSTRACT
This chapter introduces the Net T-C Lift Model to moderate the incompatible literature, by offering a simple, straightforward, reliable model, easy to implement and understand. It provides the SAS© subroutines for the Net T-C Lift Model to enable statisticians to conduct net lift modeling without purchasing proprietary software. Two decades ago, the originative concept of uplift modeling to determine the net difference between test and control campaigns began. There are many approaches of net effects models—uplift alternative model, decision trees, naïve Bayes, net lift model, differential response model, and association rules, to mention a few. Direct marketers are always implementing test campaigns as part of their company's marketing strategy to increase response and profit. The Net T-C Lift Model is free to users who have BASE SAS and SAS/STAT. Most net-effects software requires equal sizes of the TEST and CONTROL groups. This position is at odds with direct-marketing campaign designs.
