Why start using uplift models for more efficient marketing campaigns

What and why uplift modeling? A real marketing use case at Uber with uplift modeling using CausalML which is an open-source Python package that provides a suite of uplift modeling and causal inference methods using machine learning algorithms based on recent research developed by Uber.
*What is uplift modeling?
*From A/B testing to personalization
*From propensity to incremental effect
*Use case for uplift modeling at Uber
*Algorithms in CausalML Package