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Finding the best model

In a lot of marketing efforts, a propensity model outcome is "unbalanced". This means you should care a lot about the most likely respondents with higher probabilities to respond, usually focusing on the top 1,5 or 10% of the most likely respondents.

When you have a limited budget and can't afford to market to all prospects, you should select the model with the highest _?

This exercise is part of the course

Data-Driven Decision Making for Business

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