Uplift models play a critical role in modern marketing applications to help understand the incremental benefits of interventions and identify optimal targeting strategies. A variety of techniques exist for building uplift models, and it is essential to understand the model differences in the context of intended applications. The uplift curve is a widely adopted tool for assessing uplift model performance on the selection universe when observations are available for the entire population. However, when it is uneconomical or infeasible to select the entire population, it becomes difficult or even impossible to estimate the uplift curve without appropriate sampling design. To the best of our knowledge, no prior work has addressed uncertainty quantification of uplift curve estimates, which is essential for model comparisons. We propose a two-step sampling procedure and a resampling-based approach to compare uplift models with uncertainty quantification, examine the proposed method via simulations and real data applications, and conclude with a discussion.

In this paper, we focus on data from Randomized Controlled Experiments which guarantee causal interpretation of the outcomes. Class and treatment imbalance are important problems in uplift modeling/HTE, but classical undersampling or oversampling based approaches are hard to apply in this case since they distort the predicted effect. Calibration methods have been proposed in the past, however, they do not guarantee correct predictions. In this work, we propose an approach alternative to undersampling, based on flipping the class value of selected records. We show that the proposed approach does not distort the predicted effect and does not require calibration. The method is especially useful for models based on class variable transformation (modified outcome models). We address those models separately, designing a transformation scheme which guarantees correct predictions and addresses also the problem of treatment imbalance which is especially important for those models. Experiments fully confirm our theoretical results. Additionally, we demonstrate that our method is a viable alternative also for standard classification problems.

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.

In this manuscript (ms), we propose causal inference based single-branch ensemble trees for uplift modeling, namely CIET. Different from standard classification methods for predictive probability modeling, CIET aims to achieve the change in the predictive probability of outcome caused by an action or a treatment. According to our CIET, two partition criteria are specifically designed to maximize the difference in outcome distribution between the treatment and control groups. Next, a novel single-branch tree is built by taking a top-down node partition approach, and the remaining samples are censored since they are not covered by the upper node partition logic. Repeating the tree-building process on the censored data, single-branch ensemble trees with a set of inference rules are thus formed. Moreover, CIET is experimentally demonstrated to outperform previous approaches for uplift modeling in terms of both area under uplift curve (AUUC) and Qini coefficient significantly. At present, CIET has already been applied to online personal loans in a national financial holdings group in China. CIET will also be of use to analysts applying machine learning techniques to causal inference in broader business domains such as web advertising, medicine and economics.

Uplift modeling has effectively been used in fields such as marketing and customer retention, to target those customers that are most likely to respond due to the campaign or treatment. Uplift models produce uplift scores which are then used to essentially create a ranking. We instead investigate to learn to rank directly by looking into the potential of learning-to-rank techniques in the context of uplift modeling. We propose a unified formalisation of different global uplift modeling measures in use today and explore how these can be integrated into the learning-to-rank framework. Additionally, we introduce a new metric for learning-to-rank that focusses on optimizing the area under the uplift curve called the promoted cumulative gain (PCG). We employ the learning-to-rank technique LambdaMART to optimize the ranking according to PCG and show improved results over standard learning-to-rank metrics and equal to improved results when compared with state-of-the-art uplift modeling. Finally, we show how learning-to-rank models can learn to optimize a certain targeting depth, however, these results do not generalize on the test set.

Anonymous Abstract A pressing concern faced by cancer patients is their prognosis under different treatment options. Considering a binary-treatment, e.g., to receive radiotherapy or not, the problem can be characterized as estimating the treatment effect of radiotherapy on the survival outcome of the patients. Estimating treatment effect from observational studies is a fundamental problem, yet it is still especially challenging due to the counterfactual and confounding problems. In this work, we show the importance of differentiating confounding factors from factors that only affect the treatment or the outcome, and propose a data-driven approach to learn and disentangle the latent factors into three disjoint sets for a more accurate estimating treatment estimator. Empirical validations on semisynthetic benchmark and real-world datasets demonstrate the effectiveness of the proposed method. 1 Introduction A fundamental question in many scientific researches can be stated as: whether and how much an intervention affect the result of an outcome? In other words, in the case of a binary treatment, whether and to what degree the outcome without the treatment differs from the outcome with the treatment? In social economy, policy makers need to study whether a job training program will improve employment perspective of the workers [ Athey and Imbens, 2016 ]; in cancer diagnosis, oncologists need to determine whether prescribing a treatment will improve patients' prognoses [ Zhang et al., 2017 ] . In the center of these questions lies the counterfactual problem: each individual is associated with two potential outcomes: one with treatment and one without.

This work explores the idea of a causal contextual multi-armed bandit approach to automated marketing, where we estimate and optimize the causal (incremental) effects. Focusing on causal effect leads to better return on investment (ROI) by targeting only the persuadable customers who wouldn't have taken the action organically. Our approach draws on strengths of causal inference, uplift modeling, and multi-armed bandits. It optimizes on causal treatment effects rather than pure outcome, and incorporates counterfactual generation within data collection. Following uplift modeling results, we optimize over the incremental business metric. Multi-armed bandit methods allow us to scale to multiple treatments and to perform off-policy policy evaluation on logged data. The Thompson sampling strategy in particular enables exploration of treatments on similar customer contexts and materialization of counterfactual outcomes. Preliminary offline experiments on a retail Fashion marketing dataset show merits of our proposal.