3,777 research outputs found
Uplift Modeling with Multiple Treatments and General Response Types
Randomized experiments have been used to assist decision-making in many
areas. They help people select the optimal treatment for the test population
with certain statistical guarantee. However, subjects can show significant
heterogeneity in response to treatments. The problem of customizing treatment
assignment based on subject characteristics is known as uplift modeling,
differential response analysis, or personalized treatment learning in
literature. A key feature for uplift modeling is that the data is unlabeled. It
is impossible to know whether the chosen treatment is optimal for an individual
subject because response under alternative treatments is unobserved. This
presents a challenge to both the training and the evaluation of uplift models.
In this paper we describe how to obtain an unbiased estimate of the key
performance metric of an uplift model, the expected response. We present a new
uplift algorithm which creates a forest of randomized trees. The trees are
built with a splitting criterion designed to directly optimize their uplift
performance based on the proposed evaluation method. Both the evaluation method
and the algorithm apply to arbitrary number of treatments and general response
types. Experimental results on synthetic data and industry-provided data show
that our algorithm leads to significant performance improvement over other
applicable methods
A Practically Competitive and Provably Consistent Algorithm for Uplift Modeling
Randomized experiments have been critical tools of decision making for
decades. However, subjects can show significant heterogeneity in response to
treatments in many important applications. Therefore it is not enough to simply
know which treatment is optimal for the entire population. What we need is a
model that correctly customize treatment assignment base on subject
characteristics. The problem of constructing such models from randomized
experiments data is known as Uplift Modeling in the literature. Many algorithms
have been proposed for uplift modeling and some have generated promising
results on various data sets. Yet little is known about the theoretical
properties of these algorithms. In this paper, we propose a new tree-based
ensemble algorithm for uplift modeling. Experiments show that our algorithm can
achieve competitive results on both synthetic and industry-provided data. In
addition, by properly tuning the "node size" parameter, our algorithm is proved
to be consistent under mild regularity conditions. This is the first consistent
algorithm for uplift modeling that we are aware of.Comment: Accepted by 2017 IEEE International Conference on Data Minin
Predictive User Modeling with Actionable Attributes
Different machine learning techniques have been proposed and used for
modeling individual and group user needs, interests and preferences. In the
traditional predictive modeling instances are described by observable
variables, called attributes. The goal is to learn a model for predicting the
target variable for unseen instances. For example, for marketing purposes a
company consider profiling a new user based on her observed web browsing
behavior, referral keywords or other relevant information. In many real world
applications the values of some attributes are not only observable, but can be
actively decided by a decision maker. Furthermore, in some of such applications
the decision maker is interested not only to generate accurate predictions, but
to maximize the probability of the desired outcome. For example, a direct
marketing manager can choose which type of a special offer to send to a client
(actionable attribute), hoping that the right choice will result in a positive
response with a higher probability. We study how to learn to choose the value
of an actionable attribute in order to maximize the probability of a desired
outcome in predictive modeling. We emphasize that not all instances are equally
sensitive to changes in actions. Accurate choice of an action is critical for
those instances, which are on the borderline (e.g. users who do not have a
strong opinion one way or the other). We formulate three supervised learning
approaches for learning to select the value of an actionable attribute at an
instance level. We also introduce a focused training procedure which puts more
emphasis on the situations where varying the action is the most likely to take
the effect. The proof of concept experimental validation on two real-world case
studies in web analytics and e-learning domains highlights the potential of the
proposed approaches
Explicit Feature Interaction-aware Uplift Network for Online Marketing
As a key component in online marketing, uplift modeling aims to accurately
capture the degree to which different treatments motivate different users, such
as coupons or discounts, also known as the estimation of individual treatment
effect (ITE). In an actual business scenario, the options for treatment may be
numerous and complex, and there may be correlations between different
treatments. In addition, each marketing instance may also have rich user and
contextual features. However, existing methods still fall short in both fully
exploiting treatment information and mining features that are sensitive to a
particular treatment. In this paper, we propose an explicit feature
interaction-aware uplift network (EFIN) to address these two problems. Our EFIN
includes four customized modules: 1) a feature encoding module encodes not only
the user and contextual features, but also the treatment features; 2) a
self-interaction module aims to accurately model the user's natural response
with all but the treatment features; 3) a treatment-aware interaction module
accurately models the degree to which a particular treatment motivates a user
through interactions between the treatment features and other features, i.e.,
ITE; and 4) an intervention constraint module is used to balance the ITE
distribution of users between the control and treatment groups so that the
model would still achieve a accurate uplift ranking on data collected from a
non-random intervention marketing scenario. We conduct extensive experiments on
two public datasets and one product dataset to verify the effectiveness of our
EFIN. In addition, our EFIN has been deployed in a credit card bill payment
scenario of a large online financial platform with a significant improvement.Comment: Accepted by SIGKDD 2023 Applied Data Science Trac
Multi-Valued Treatments Uplift Modeling for Continuous Outcomes
Uplift modeling is an application of causal machine learning and offers an assortment of analytical tools to identify likely responders to a particular treatment such as a medical prescription, a political maneuver, or an advertising stimulus. Although several targeted campaigns co-occur (e.g., through different marketing channels), recent literature has primarily examined the effectiveness of a single treatment. To address the practically more pertinent question of which treatment among several options to choose, we develop a prototype that identifies the most effective treatment for each unit of observation and further generalizes to both binary and continuous outcomes to support classification and regression problems. Using real-world data from e-mail merchandising and e-couponing campaigns, we verify our prototype’s financial advantage compared to previous efforts toward the single treatment case
The Best of Two Worlds – Using Recent Advances from Uplift Modeling and Heterogeneous Treatment Effects to Optimize Targeting Policies
The design of targeting policies is fundamental to address a variety of practical problems across a broad spectrum of domains from e-commerce to politics and medicine. Recently, researchers and practitioners have begun to predict individual treatment effects to optimize targeting policies. Although different research streams, that is, uplift modeling and heterogeneous treatment effect propose numerous methods to predict individual treatment effects, current approaches suffer from various practical challenges, such as weak model performance and a lack of reliability. In this study, we propose a new, tree- based, algorithm that combines recent advances from both research streams and demonstrate how its use can improve predicting the individual treatment effect. We benchmark our method empirically against state-of-the-art strategies and show that the proposed algorithm achieves excellent results. We demonstrate that our approach performs particularly well when targeting few customers, which is of paramount interest when designing targeting policies in a marketing context
The Best of Two Worlds – Using Recent Advances from Uplift Modeling and Heterogeneous Treatment Effects to Optimize Targeting Policies
The design of targeting policies is fundamental to address a variety of practical problems across a broad spectrum of domains from e-commerce to politics and medicine. Recently, researchers and practitioners have begun to predict individual treatment effects to optimize targeting policies. Although different research streams, that is, uplift modeling and heterogeneous treatment effect propose numerous methods to predict individual treatment effects, current approaches suffer from various practical challenges, such as weak model performance and a lack of reliability. In this study, we propose a new, tree- based, algorithm that combines recent advances from both research streams and demonstrate how its use can improve predicting the individual treatment effect. We benchmark our method empirically against state-of-the-art strategies and show that the proposed algorithm achieves excellent results. We demonstrate that our approach performs particularly well when targeting few customers, which is of paramount interest when designing targeting policies in a marketing context
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