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
Hands-on interactive exercise
Turn theory into action with one of our interactive exercises
