Embodiments of the invention are directed to systems, methods and computer program products for utilizing a shadow ridge rescaling technique to model incremental treatment effect at the individual level, based on a randomized test and control data. A shadow dependent variable is introduced with its mathematical expectation being exactly the incremental effect. Ridge regression is utilized to regress the shadow dependent variable on a set of variables generated from the test model score and the control model score. A tuning parameter in the ridge regression is selected so that the score can best rank order the incremental effect of the treatment. The final score is a nonlinear function of the test model score plus a nonlinear function of a control model score, and outperforms the traditional differencing score method.
Please help me write a proper abstract based on the patent claims. CLAIM: 1. A system for modeling incremental effect, the system comprising: a memory device; and a processing device operatively coupled to the memory device, wherein the processing device is configured to execute computer-readable program code to: split data for observations into development data and validation data; create a test group model from the development data based on test group observations that are subject to a treatment; create a control group model from the development data based on control group observations that are not subject to the treatment; create a shadow dependent variable for the development data, wherein the shadow dependent variable is dependent on the test group observations, the control group observations, and a measurement performance variable; score the development data by applying the test group model and the control group model to the development data; create cubic spline basis functions for the test group model and the control group model; standardize the shadow dependent variable and the cubic spline basis functions using the development data; create a design matrix of the standardized shadow dependent variable and the cubic spline basis functions; conduct a singular value decomposition on the design matrix; utilize a binary search algorithm to determine tuning parameters for a set of degree of freedoms from the singular value decomposition; calculate a parameter vector for each of the tuning parameters; create a scoring formula based on the standardized cubic spline basis functions and the parameter vector for each of the tuning parameters; calculate scores for each of the tuning parameters using the scoring formula and the validation data; calculate an incremental effect area index of the scores for the tuning parameters values using the validation data; identify a tuning parameter from the tuning parameters corresponding to a score from the scores that has a highest incremental effect area index; and wherein the tuning parameter with the score having the highest incremental effect area index is used to rank order an incremental effect of the treatment. 2. The system of claim 1, wherein the observations are further split into holding data that is used to determine the accuracy of the incremental effect model score. 3. The system of claim 1, wherein the shadow dependent variable is defined by the following equation: Z = { n n t  Y if   the   individual   is   in   test - n n c  Y if   the   individual   is   in   control ; and wherein nt is a number of test group observation, nc is a number of control group observations, n is a total number of observations, and Y is the measurement performance variable. 4. The system of claim 1, wherein the cubic spline basis functions of the test group are U 1 = P 1 ,  U 2 = P 1 2 ,  U 3 = P 1 3 ,  U 4 = ( P 1 - a 1 ) 3 · 1  ( P 1 ≤ a 1 ) ,  U 5 = ( P 1 - a 2 ) 3 · 1  ( P 1 ≤ a 2 ) ,  …   …   …   … U k + 3 = ( P 1 - a k ) 3 · 1  ( P 1 ≤ a k ) ; the cubic spline basis functions of the control group are V 1 = P 2 ,  V 2 = P 2 2 ,  V 3 = P 2 3 ,  V 4 = ( P 2 - b 1 ) 3 · 1  ( P 2 ≤ b 1 ) ,  V 5 = ( P 2 - b 2 ) 3 · 1  ( P 2 ≤ b 2 ) ,  …   …   …   … V k + 3 = ( P 2 - b k ) 3 · 1  ( P 2 ≤ b k ) . 5. The system of claim 1, wherein standardizing the shadow dependent variable and the cubic spline basis functions using the development data comprises subtracting the variable's mean and dividing the difference by the variable's standard deviation, wherein the mean the standard deviation are calculated from the development data. 6. The system of claim 1, wherein conducting the value decomposition for the design matrix (X) comprises using a formula X=Q1DQ2T; and wherein Q1 and Q2 are n×(2k+6) and (2k+6)×(2k+6) orthogonal matrices, D is a (2k+6)×(2k+6) diagonal matrix, with diagonal entries d1≧d2≧ . . . ≧d2k+6≧0 called the singular values of matrix X. 7. The system of claim 1, wherein utilizing the binary search algorithm to determine the tuning parameters for the set of degree of freedoms from the singular value decomposition comprises: set δ as an estimation error allowed; identify the tuning parameters for each dfj; initialize end points of the searching interval by letting x1=0 and x2=u; calculate x = x 1 + x 2 2 and df = ∑ i = 1 2  k + 6   d i 2 d i 2 + x ; when |df−dfj|≦δ then x is the value of the turning parameter corresponding to dfj; when |df−dfj|>δ then update the end points such that if df<dfj then let x2=x, otherwise let x1=x, recalculate x = x 1 + x 2 2 and df = ∑ i = 1 2  k + 6   d i 2 d i 2 + x , and iterate until |df−drj|≦δ is met. 8. The system of claim 1, wherein the parameter vector is calculated for each of the tuning parameters λj using the following formula: β ^ ridge  ( λ j ) = Q 2  Diag  ( d 1 d 1 2 + λ j , d 2 d 2 2 + λ j , …  , d 2  k + 6 d 2  k + 6 2 + λ j )  Q 1 T  z * . 9. The system of claim 1, wherein the scoring formula is S(λj)=(U1*, U2*, . . . , Uk+3*, V1*, V2*, . . . , Vk+3*){circumflex over (β)}ridge(λj). 10. The system of claim 1, wherein calculating the incremental effect area index of the scores for the tuning parameters values using the validation data comprises: ranking the observations in the validation data based on the scores from low to high; determining an average response (Y) value for the test group and the an average response variable (Y) value for the control group for increasing percentages of observations of the scores from lowest to highest; determining a cumulative incremental effect value that is equal to the difference between the average response (Y) value for the test group and the average response (Y) value for the control group for the increasing percentages of observations of the scores from lowest to highest; assuming the cumulative incremental effect value is C(p) when the percentage of observations is p; and calculating the incremental effect area index using formula: 1 - 1 C  ( 1 )  { p 1 + p 2 2  C  ( p 1 ) + ∑ i = 2 s   p i + 1 - p i - 1 2  C  ( p i ) + p s - p s - 1 2  C  ( p s ) } . 11. A computer program product for modeling incremental effect, the computer program product comprising at least one non-transitory computer-readable medium having computer-readable program code portions embodied therein, the computer-readable program code portions comprising: an executable portion configured to split data for observations into development data and validation data; an executable portion configured to create a test group model from the development data based on test group observations that are subject to a treatment; an executable portion configured to create a control group model from the development data based on test group observations that fail to be subject to the treatment; an executable portion configured to create a shadow dependent variable for the development data, wherein the shadow dependent variable is dependent on the test group observations, the control group observations, and a measurement performance variable; an executable portion configured to score the development data by applying the test group model and the control group model to the development data; an executable portion configured to create cubic spline basis functions for the test group model and the control group model; an executable portion configured to standardize the shadow dependent variable and the cubic spline basis functions using the development data; an executable portion configured to create a design matrix of the standardized shadow dependent variable and the cubic spline basis functions; an executable portion configured to conduct a singular value decomposition on the design matrix; an executable portion configured to utilize a binary search algorithm to determine tuning parameters for a set of degree of freedoms from the singular value decomposition; an executable portion configured to calculate a parameter vector for each of the tuning parameters; an executable portion configured to create a scoring formula based on the standardized cubic spline basis functions and the parameter vector for each of the tuning parameters; an executable portion configured to calculate scores for each of the tuning parameters using the scoring formula and the validation data; an executable portion configured to calculate an incremental effect area index of the scores for the tuning parameters values using the validation data; an executable portion configured to identify a tuning parameter from the tuning parameters that has a highest incremental effect area index; and wherein the tuning parameter with the score having the highest incremental effect area index is used to rank order an incremental effect of the treatment. 12. The computer program product of claim 11, wherein the observations are further split into holding data that is used to determine the accuracy of the incremental effect model score. 13. The computer program product of claim 11, wherein the shadow dependent variable is defined by the following equation: Z = { n n t  Y if   the   individual   is   in   test - n n c  Y if   the   individual   is   in   control ; and wherein nt is a number of test group observation, nc is a number of control group observations, n is a total number of observations, and Y is the measurement performance variable. 14. The computer program product of claim 11, wherein the cubic spline basis functions of the test group are U 1 = P 1 ,  U 2 = P 1 2 ,  U 3 = P 1 3 ,  U 4 = ( P 1 - a 1 ) 3 · 1  ( P 1 ≤ a 1 ) ,  U 5 = ( P 1 - a 2 ) 3 · 1  ( P 1 ≤ a 2 ) ,  …   …   …   … U k + 3 = ( P 1 - a k ) 3 · 1  ( P 1 ≤ a k ) ; the cubic spline basis functions of the control group are V 1 = P 2 ,  V 2 = P 2 2 ,  V 3 = P 2 3 ,  V 4 = ( P 2 - b 1 ) 3 · 1  ( P 2 ≤ b 1 ) ,  V 5 = ( P 2 - b 2 ) 3 · 1  ( P 2 ≤ b 2 ) ,  …   …   …   … V k + 3 = ( P 2 - b k ) 3 · 1  ( P 2 ≤ b k ) . 15. The computer program product of claim 11, wherein standardizing the shadow dependent variable and the cubic spline basis functions using the development data comprises subtracting the variable's mean and dividing the difference by the variable's standard deviation, wherein the mean the standard deviation are calculated from the development data. 16. The computer program product of claim 11, wherein conducting the value decomposition for the design matrix (X) comprises using a formula X=Q1DQ2T; and wherein Q1 and Q2 are n×(2k+6) and (2k+6)×(2k+6) orthogonal matrices, D is a (2k+6)×(2k+6) diagonal matrix, with diagonal entries d1≧d2≧ . . . ≧d2k+6≧0 called the singular values of matrix X. 17. The computer program product of claim 11, wherein utilizing the binary search algorithm to determine the tuning parameters for the set of degree of freedoms from the singular value decomposition comprises: set δ as an estimation error allowed; identify the tuning parameters for each dfj; initialize end points of the searching interval by letting x1=0 and x2=u; calculate x = x 1 + x 2 2 and df = ∑ i = 1 2  k + 6   d i 2 d i 2 + x ; when |df−df|≦δ then×is the value of the turning parameter corresponding to dfj; when |df−df|>δ then update the end points such that if df<dfj then let x2=x, otherwise let x1=x, recalculate x = x 1 + x 2 2 and df = ∑ i = 1 2  k + 6   d i 2 d i 2 + x , and iterate until |df−dfj|δ is met. 18. The computer program product of claim 11, wherein the parameter vector is calculated for each of the tuning parameters λj using the following formula: β ^ ridge  ( λ j ) = Q 2  Diag  ( d 1 d 1 2 + λ j , d 2 d 2 2 + λ j , …  , d 2  k + 6 d 2  k + 6 2 + λ j )  Q 1 T  z * . 19. The computer program product of claim 11, wherein the scoring formula is S(λj)=(U1*, U2*, . . . , V1*, V2*, . . . , Vk+3*){circumflex over (β)}ridge(λj). 20. The computer program product of claim 11, wherein calculating the incremental effect area index of the scores for the tuning parameters values using the validation data comprises: ranking the observations in the validation data based on the scores from low to high; determining an average response (Y) value for the test group and the an average response variable (Y) value for the control group for increasing percentages of observations of the scores from lowest to highest; determining a cumulative incremental effect value that is equal to the difference between the average response (Y) value for the test group and the average response (Y) value for the control group for the increasing percentages of observations of the scores from lowest to highest; assuming the cumulative incremental effect value is C(p) when the percentage of observations is p; and calculating the incremental effect area index using formula: 1 - 1 C  ( 1 )  { p 1 + p 2 2  C  ( p 1 ) + ∑ i = 2 s   p i + 1 - p i - 1 2  C  ( p i ) + p s - p s - 1 2  C  ( p s ) } . 21. A method for modeling incremental effect, the method comprising: splitting, by a processor, data for observations into development data and validation data; creating, by a processor, a test group model from the development data based on test group observations that are subject to a treatment; creating, by a processor, a control group model from the development data based on test group observations that fail to be subject to the treatment; creating, by a processor, a shadow dependent variable for the development data, wherein the shadow dependent variable is dependent on the test group observations, the control group observations, and a measurement performance variable; scoring, by a processor, the development data by applying the test group model and the control group model to the development data; creating, by a processor, cubic spline basis functions for the test group model and the control group model; standardizing, by a processor, the shadow dependent variable and the cubic spline basis functions using the development data; creating, by a processor, a design matrix of the standardized shadow dependent variable and the cubic spline basis functions; conducting, by a processor, a singular value decomposition on the design matrix; utilizing, by a processor, a binary search algorithm to determine tuning parameters for a set of degree of freedoms from the singular value decomposition; calculating, by a processor, a parameter vector for each of the tuning parameters; creating, by a processor, a scoring formula based on the standardized cubic spline basis functions and the parameter vector for each of the tuning parameters; calculating, by a processor, scores for each of the tuning parameters using the scoring formula and the validation data; calculating, by a processor, an incremental effect area index of the scores for the tuning parameters values using the validation data; identifying, by a processor, a tuning parameter from the tuning parameters that has a highest incremental effect area index; and wherein the tuning parameter with the score having the highest incremental effect area index is used to rank order an incremental effect of the treatment.