Uplift modelling, also known as incremental modelling is a technique that directly models the incremental impact of a treatment (such as a direct marketing action) .
Uplift Formula = (selection % / everything %) - 1
Example: (6.5/3.49)- 1 = 0.8602 --> 86.02%
As we can see, in this case Circolo has an Uplift Score of 86.02% which means that Circolo appears, in the selection that we have done, 86.02% more times than in the original distribution (whole dataset).
This allows us to identify relevant information from the selection that we have done and discover unexpected insights from the selection.