document: Evaluation of prediction models for marketing campaigns We consider prediction-model evaluation in the context of marketing-campaign planning . In order to evaluate and compare models with specific campaign objectives in mind , we need to concentrate our attention on the appropriate evaluation-criteria . These should portray the model 's ability to score accurately and to identify the relevant target population . In this paper we discuss some applicable model-evaluation and selection criteria , their relevance for campaign planning , their robustness under changing population distributions , and their employment when constructing confidence intervals . We illustrate our results with a case study based on our experience from several projects .
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