Leonardo Guim (LeonardoG0075)
Merkle Inc
Senior Director Customer Experience Analytics
Merkle Inc
LeonardoG0075 Member since 2015 1 post
Merkle Inc
Posted: September 9, 2020
Last activity: September 14, 2020
Posted: 9 Sep 2020 17:16 EDT
Last activity: 14 Sep 2020 6:41 EDT

Adaptive Models

I have done several ADM implementation assessments, and keep seen the same mistake over and over.  The outcome behavior options are POSITIVE and NEGATIVE, when it should be POSITIVE and NON-POSITIVES.

The reason for this is that a model predicts the happening (1) or not happening (0) of an event. 

On ADM use cases for call centers, this approach was OK  as  positive=accepted, negative=declined, but on web, email, and other use cases this is no longer valid.

For example, on web, the prediction is an ad click, where the positive behavior is a click, and a negative behavior is an impression minus the clicks.

Are the above statements OK?   If not, what is the right approach for use cases where the user will not give a direct 'negative' response? 

Decision Management Technology Services Marketing Consultant