Skip to content

Uplift or Persuasion Modeling

Uplift or Persuasion Modeling:

A combination of treatment comparisons (e.g. send a sales solicitation, or send nothing) and predictive modeling to determine which cases or subjects respond (e.g. purchase or not) to which treatments. Here are the steps, in conceptual terms, for a typical uplift model:
1. Conduct A-B test, where B is control
2. Combine all the data from both groups
3. Divide the data into a number of segments, each having roughly similar numbers of subjects who got treatment A and control. Tree-based methods are typically used for this.
4. The segments should be drawn such that, within each segment, the response to treatment A is substantially different from the response to control.
5. Considering each segment as the modeling unit, build a model that predicts whether a subject will respond positively to treatment A.

The challenge (and the novelty) is to recognize that the model cannot operate on individual cases, since subjects get either treatment A, OR control, but not both, so the “uplift” from treatment A compared to control cannot be observed at the individual level, but only at the group level. Hence the need for the segments described in steps 3 and 4.
Note: Traditional A-B testing would stop at step 1, and apply the more successful treatment to all subjects.

Browse Other Glossary Entries

Test Yourself

Planning on taking an introductory statistics course, but not sure if you need to start at the beginning? Review the course description for each of our introductory statistics courses and estimate which best matches your level, then take the self test for that course. If you get all or almost all the questions correct, move on and take the next test.

Data Analytics

Considering becoming adata scientist, customer analyst or our data science certificate program?

Analytics Quiz

Advanced Statistics Quiz

Statistics Quiz


Looking at statistics for graduate programs or to enhance your foundational knowledge?

Statistics 1 Quiz

Regression Quiz

Regression Quiz


Entering the biostatistics field? Test your skill here.

Biostatistics Quiz

Advanced Statistics Quiz

Statistics 2 Quiz

Stay Informed

Our Blog

Read up on our latest blogs


Learn about our certificate programs


Find the right course for you

Contact Us

We'd love to answer your questions

Our mentors and academic advisors are standing by to help guide you towards the courses or program that makes the most sense for you and your goals.

300 W Main St STE 301, Charlottesville, VA 22903

(434) 973-7673

By submitting your information, you agree to receive email communications from All information submitted is subject to our privacy policy. You may opt out of receiving communications at any time.