Cumulative Uplift
The incremental outcome accumulated as targeting goes deeper down an uplift ranking. Why it cannot be a sum over customers, and how to read where it flattens.
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Uplift Score
The per-unit output of an uplift model: a difference of two predicted probabilities, not a probability. What it supports, and what it cannot be checked against.
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Uplift Models
Uplift models estimate conditional treatment effects. Targeting also needs outcome values, action costs, constraints, and uncertainty.
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Uplift@k
The incremental effect within the top k percent by predicted uplift — the number that matters when the campaign volume is already fixed.
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Uplift
The difference between the outcome with the treatment and the outcome without it. Why a response model does not estimate it, and what the number is attached to.