<s>
In	O
data	B-Application
mining	I-Application
and	O
association	B-Algorithm
rule	I-Algorithm
learning	I-Algorithm
,	O
lift	O
is	O
a	O
measure	O
of	O
the	O
performance	O
of	O
a	O
targeting	O
model	O
(	O
association	B-Algorithm
rule	I-Algorithm
)	O
at	O
predicting	O
or	O
classifying	O
cases	O
as	O
having	O
an	O
enhanced	O
response	O
(	O
with	O
respect	O
to	O
the	O
population	O
as	O
a	O
whole	O
)	O
,	O
measured	O
against	O
a	O
random	O
choice	O
targeting	O
model	O
.	O
</s>
<s>
The	O
lift	O
curve	O
can	O
also	O
be	O
considered	O
a	O
variation	O
on	O
the	O
receiver	B-Algorithm
operating	I-Algorithm
characteristic	I-Algorithm
(	O
ROC	O
)	O
curve	O
,	O
and	O
is	O
also	O
known	O
in	O
econometrics	O
as	O
the	O
Lorenz	O
or	O
power	O
curve	O
.	O
</s>
