Response Transformation and Profit Decomposition for Revenue Uplift Modeling
EUROPEAN JOURNAL OF OPERATIONAL RESEARCH(2020)
摘要
•We introduce uplift modeling for revenue maximization.•A response transformation enables uplift modeling using standard classifiers.•We propose a decomposition of campaign profit for uplift modeling.•We provide a broad empirical evaluation of revenue uplift models in e-commerce.•Our new uplift strategy outperforms several causal machine learning algorithms.
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关键词
OR in Marketing,Profit Analytics,Uplift Model,Causal Machine Learning
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