Lift, in various contexts, refers to the increase or enhancement of a particular metric or performance. In marketing, “lift” often denotes the incremental improvement in conversion rates or sales resulting from a specific campaign or strategy, measured through methods like Lift Tests. In data science, lift can also refer to the effectiveness of a predictive model, indicating how much better the model performs compared to random guessing. Understanding lift is crucial for evaluating the success of initiatives and making informed decisions based on data-driven insights.