Uplift models extension for smart marketing
Insurance companies heavily fund marketing campaigns such as, for instance, customer retention or cross-sell initiatives. Uplift modeling aims at predicting the causal effect of an action such as medical treatment or a marketing campaign on a particular individual by taking into consideration the response to an action. Typically, the result of an uplift model is used to call customers for marketing some products based on important attributes of a customer. The general objective of the research project is to explore the eventuality of introducing a clustering methodology that aligns with the detection of the uplift.