Briefs

NewswireToday - /newswire/ - Boston, MA, United States, 06/24/2008 - Portrait’s uplift modeling solution identifies the negative impact of marketing campaigns while maximizing incremental response.

Portrait Software announced that uplift modeling, the basis for its Uplift Optimizer solution, was the driving force behind the award winning submission to MineThatData ’s E-Mail Analytics and Data Mining Challenge. In the winning submission, Nicholas Radcliffe, mathematician and founder of Stochastic Solutions Limited, applied uplift modeling to a dataset of 64,000 customers to determine which email campaign -- a men’s mailing or a women’s mailing – had the most impact. Portrait’s uplift modeling solution went beyond responding to the initial challenge and was able to call out those in the targeted group that were best left alone so as not to create a negative effect from the marketing and potentially make the customer less responsive.

"Being able to eliminate negative effects from marketing campaigns is critical. E-mail marketing is often considered to be effectively free, but only because no one currently counts the cost of such negative effects," said Mark Smith, executive vice president at Portrait Software. "Marketers often do not realize that their marketing efforts can sometimes drive people away or prompt people who would have purchased to look for competitive offerings. Uplift modeling is able to separate these individuals so that marketers can focus on only those who will be positively impacted by the marketing campaign. This translates to millions of saved marketing dollars as well as increased return on marketing investment. Clearly, uplift modeling is a powerful approach and as a recent report by Gartner indicates, it should be reviewed by all marketers looking to build a competitive edge."

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