Uplift modeling is an approach to predicting the incremental impact a marketing campaign has on a customer through controlled experimentation. It measures the variation in the difference between a treated group and a control group segmenting customers into the following groups:
1. Those that buy only when treated
2. Those that would buy or not buy regardless of whether or not they were treated
3. Those that do not buy when treated, but do buy when not treated
I've have yet to use Uplift Modeling, but it sounds rather interesting.
Would you like to read more?
DM Review article
Using Control Groups to Target on Predicted Lift