Price optimization in R

Hi! I know this article is quite old, but could someone perhaps explain to me from where does this multiple “10” in the code comes from–in part: volumes <- data$Average_units_sold*(1-(data$Increase_sale_volumeincrement10))?

Also, what can I understand from ‘Incremental acquisition’ or else ‘increase in total customer response rate’? Can I derive it simply from number of policies sold/total number of observations (offered policies)?

© Copyright 2013-2019 Analytics Vidhya