Some History Machine Learning Models, which have historically been referred to as predictive models, are not new. Any early practitioner in this field would emphasize that the two key deliverables of any model are as follows: its benefits to the business or organization Model Explainability (i.e. what is inside the model) The model benefits are essentially about optimizing ROI where the challenge might be to identify those key metrics that impact ROI. For a marketing campaign, the use of the model helps the marketer to better allocate his or her budget towards those individuals who are more likely to respond
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