Lift is a predictive metric. It indicates how many times more likely you are to achieve successful responses by using our recommendations than you would be if you targeted prospects without them. So, for example, a lift chart might show that if you target the top 40% of your prospects based on our recommendations, you’re two times (2x) more likely to get successful responses than you would be if you targeted 40% of your prospects without applying our recommendations.
Gain shows the performance of a predictive model. It indicates the total percentage of successful responses you can expect to get when targeting prospects according to our recommendations as compared with random targeting. For example, a gain chart might show that if you target 30% of your prospects using our recommendations, the expected total percentage of successful responses is 85%—versus a 30% expected total successful response if you targeted your prospects randomly.