Despite the growing popularity of machine-learning techniques in decision-making, the added value of causal-oriented strategies with respect to pure machine-learning approaches has rarely been quantified in the literature. These strategies are crucial for practitioners in various domains, such as marketing, telecommunications, health care and finance. This paper presents a comprehensive treatment of the subject, starting from firm theoretical foundations and highlighting the parameters that influence the performance of the uplift and predictive approaches. The focus of the paper is on a binary outcome case and a binary action, and the paper presents a theoretical analysis of uplift modeling, comparing it with the classical predictive approach. The main research contributions of the paper include a new formulation of the measure of profit, a formal proof of the convergence of the uplift curve to the measure of profit ,and an illustration, through simulations, of the conditions under which predictive approaches still outperform uplift modeling. We show that the mutual information between the features and the outcome plays a significant role, along with the variance of the estimators, the distribution of the potential outcomes and the underlying costs and benefits of the treatment and the outcome.

Causal classification models are adopted across a variety of operational business processes to predict the effect of a treatment on a categorical business outcome of interest depending on the process instance characteristics. This allows optimizing operational decision-making and selecting the optimal treatment to apply in each specific instance, with the aim of maximizing the positive outcome rate. While various powerful approaches have been presented in the literature for learning causal classification models, no formal framework has been elaborated for optimal decision-making based on the estimated individual treatment effects, given the cost of the various treatments and the benefit of the potential outcomes. In this article, we therefore extend upon the expected value framework and formally introduce a cost-sensitive decision boundary for double binary causal classification, which is a linear function of the estimated individual treatment effect, the positive outcome probability and the cost and benefit parameters of the problem setting. The boundary allows causally classifying instances in the positive and negative treatment class to maximize the expected causal profit, which is introduced as the objective at hand in cost-sensitive causal classification. We introduce the expected causal profit ranker which ranks instances for maximizing the expected causal profit at each possible threshold for causally classifying instances and differs from the conventional ranking approach based on the individual treatment effect. The proposed ranking approach is experimentally evaluated on synthetic and marketing campaign data sets. The results indicate that the presented ranking method effectively outperforms the cost-insensitive ranking approach and allows boosting profitability.