Here's a plain language explanation of why uplift modeling is useful, written by the same author as the paper:<p><a href="https://stochasticsolutions.com/uplift/" rel="nofollow">https://stochasticsolutions.com/uplift/</a><p>> It is normally assumed that the worst outcome direct marketing activity can have is to waste money. In fact, some direct marketing provably drives away business within certain segments, and it is not unknown for it to drive away more business in total than it generates. This is especially true in retention activity.<p>> [Non-Uplift] Churn and attrition models prioritize customers whose probability of leaving is highest. Such customers tend to be dissatisfied, so are usually hard to retain. To make matters worse, in many cases, the only thing currently keeping them is inertia, and interventions run a serious risk of back-firing, triggering the very defections they seek to avoid.<p>> It is more profitable to focus retention activity on those people who ... will leave without an intervention, but who can be persuaded to stay. Uplift models allow you to target them, and them alone. At all costs, you want to avoid targeting the ... so-called Sleeping Dogs, whose defection you are likely to trigger by your intervention. Again, uplift models can direct you away from those customers.