Uplift modeling is an emerging machine learning approach for estimating the treatment effect at an individual or subgroup level. It can be used for optimizing the performance of interventions such as marketing campaigns and product designs. Uplift modeling can be used to estimate which users are likely to benefit from a treatment and then prioritize delivering or promoting the preferred experience to those users. An important but so far neglected use case for uplift modeling is an experiment with multiple treatment groups that have different costs, such as for example when different communication channels and promotion types are tested simultaneously. In this paper, we extend standard uplift models to support multiple treatment groups with different costs. We evaluate the performance of the proposed models using both synthetic and real data. We also describe a production implementation of the approach.
Customer scoring models are the core of scalable direct marketing. Uplift models provide an estimate of the incremental benefit from a treatment that is used for operational decision-making. Training and monitoring of uplift models require experimental data. However, the collection of data under randomized treatment assignment is costly, since random targeting deviates from an established targeting policy. To increase the cost-efficiency of experimentation and facilitate frequent data collection and model training, we introduce supervised randomization. It is a novel approach that integrates e…
Tencent（腾讯）；Purdue University（普渡大学）；Toyota Research Institute（丰田研究院）；Spotify（声田）
Uplift modeling is a causal learning technique that estimates subgroup-level treatment effects. It is commonly used in industry and elsewhere for tasks such as targeting ads. In a typical setting, uplift models can take thousands of features as inputs, which is costly and results in problems such as overfitting and poor model interpretability. Consequently, there is a need to select a subset of the most important features for modeling. However, traditional methods for doing feature selection are not fit for the task because they are designed for standard machine learning models whose target is…
Institute of Computer Science, Polish Academy of Sciences（波兰科学院计算机科学研究所）
Uplift modeling is an area of machine learning which aims at predicting the causal effect of some action on a given individual. The action may be a medical procedure, marketing campaign, or any other circumstance controlled by the experimenter. Building an uplift model requires two training sets: the treatment group, where individuals have been subject to the action, and the control group, where no action has been performed. An uplift model allows then to assess the gain resulting from taking the action on a given individual, such as the increase in probability of patient recovery or of a prod…
Criteo AI Lab（Criteo人工智能实验室）；University Grenoble Alps（格勒诺布尔阿尔卑斯大学）；ENS Paris Saclay（巴黎萨克雷高等师范学校）
Individual Treatment Effect (ITE) prediction is an important area of research in machine learning which aims at explaining and estimating the causal impact of an action at the granular level. It represents a problem of growing interest in multiple sectors of application such as healthcare, online advertising or socioeconomics. To foster research on this topic we release a publicly available collection of 13.9 million samples collected from several randomized control trials, scaling up previously available datasets by a healthy 210x factor. We provide details on the data collection and perform …
Southeast University（东南大学）；University of South Australia（南澳大学）
A central question in many fields of scientific research is to determine how an outcome would be affected by an action, or to measure the effect of an action (a.k.a treatment effect). In recent years, a need for estimating the heterogeneous treatment effects conditioning on the different characteristics of individuals has emerged from research fields such as personalized healthcare, social science, and online marketing. To meet the need, researchers and practitioners from different communities have developed algorithms by taking the treatment effect heterogeneity modeling approach and the upli…
Estimating treatment effects is one of the most challenging and important tasks of data analysts. In many applications, like online marketing and personalized medicine, treatment needs to be allocated to the individuals where it yields a high positive treatment effect. Uplift models help select the right individuals for treatment and maximize the overall treatment effect (uplift). A major challenge in uplift modeling concerns model evaluation. Previous literature suggests methods like the Qini curve and the transformed outcome mean squared error. However, these metrics suffer from variance: th…
Class flipping for uplift modeling and Heterogeneous Treatment Effect estimation on imbalanced RCT data
Institute of Computer Science, Polish Academy of Sciences（波兰科学院计算机科学研究所）；Faculty of Mathematics and Information Science, Warsaw University of Technology（华沙理工大学数学与信息科学学院）
School of Business and Economics, Humboldt-University of Berlin（柏林洪堡大学经济与商学院）；Institute of Computer Science, Polish Academy of Sciences（波兰科学院计算机科学研究所）
Uplift models support decision-making in marketing campaign planning. Estimating the causal effect of a marketing treatment, an uplift model facilitates targeting communication to responsive customers and efficient allocation of marketing budgets. Research into uplift models focuses on conversion models to maximize incremental sales. The paper introduces uplift modeling strategies for maximizing incremental revenues. If customers differ in their spending behavior, revenue maximization is a more plausible business objective compared to maximizing conversions. The proposed methodology entails a …
Uplift Modeling based on Graph Neural Network Combined with Causal Knowledge
Alipay, AntGroup（支付宝，蚂蚁集团）；Imperial College London（伦敦帝国理工学院）；University College London（伦敦大学学院）；Zhejiang University（浙江大学）；Peking University（北京大学）；Zhejiang Lab（之江实验室）
Orthogonal Uplift Learning with Permutation-Invariant Representations for Combinatorial Treatments
Didi Chuxing（滴滴出行）；School of Statistics, East China Normal University（华东师范大学统计学院）；School of Mathematics and Statistics, Beijing Jiaotong University（北京交通大学数学与统计学院）；School of Statistics and Data Science, Shanghai University of Finance and Economics（上海财经大学统计与数据科学学院）；Institute of Data Science and Statistics, Shanghai University of Finance and Economics（上海财经大学数据科学与统计研究院）
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 r…
National Research University Higher School of Economics（国立研究型大学高等经济学院）
Today, treatment effect estimation at the individual level is a vital problem in many areas of science and business. For example, in marketing, estimates of the treatment effect are used to select the most efficient promo-mechanics; in medicine, individual treatment effects are used to determine the optimal dose of medication for each patient and so on. At the same time, the question on choosing the best method, i.e., the method that ensures the smallest predictive error (for instance, RMSE) or the highest total (average) value of the effect, remains open. Accordingly, in this paper we compare…
Uplift is a particular case of individual treatment effect modeling. Such models deal with cause-and-effect inference for a specific factor, such as a marketing intervention. In practice, these models are built on customer data who purchased products or services to improve product marketing. Uplift is estimated using either i) conditional mean regression or ii) transformed outcome regression. Most existing approaches are adaptations of classification and regression trees for the uplift case. However, in practice, these conventional approaches are prone to overfitting. Here we propose a new met…
Didi Chuxing（滴滴出行）；University of North Carolina at Chapel Hill（北卡罗来纳大学教堂山分校）
Uplift modeling is a rapidly growing approach that utilizes causal inference and machine learning methods to directly estimate the heterogeneous treatment effects, which has been widely applied to various online marketplaces to assist large-scale decision-making in recent years. The existing popular models, like causal forest (CF), are limited to either discrete treatments or posing parametric assumptions on the outcome-treatment relationship that may suffer model misspecification. However, continuous treatments (e.g., price, duration) often arise in marketplaces. To alleviate these restrictio…
Applying causal inference models in areas such as economics, healthcare and marketing receives great interest from the machine learning community. In particular, estimating the individual-treatment-effect (ITE) in settings such as precision medicine and targeted advertising has peaked in application. Optimising this ITE under the strong-ignorability-assumption -- meaning all confounders expressing influence on the outcome of a treatment are registered in the data -- is often referred to as uplift modeling (UM). While these techniques have proven useful in many settings, they suffer vividly in …
University of South Australia（南澳大学）；School of Computer and Information, Hefei University of Science and Technology（合肥理工大学计算机与信息学院）
In many applications, there is a need to predict the effect of an intervention on different individuals from data. For example, which customers are persuadable by a product promotion? which patients should be treated with a certain type of treatment? These are typical causal questions involving the effect or the change in outcomes made by an intervention. The questions cannot be answered with traditional classification methods as they only use associations to predict outcomes. For personalised marketing, these questions are often answered with uplift modelling. The objective of uplift modellin…
University of Melbourne（墨尔本大学）；University of Tartu（塔尔图大学）
This paper proposes an approach to analyze an event log of a business process in order to generate case-level recommendations of treatments that maximize the probability of a given outcome. Users classify the attributes in the event log into controllable and non-controllable, where the former correspond to attributes that can be altered during an execution of the process (the possible treatments). We use an action rule mining technique to identify treatments that co-occur with the outcome under some conditions. Since action rules are generated based on correlation rather than causation, we the…
Vrije Universiteit Brussel（布鲁塞尔自由大学）；Solvay Business School（索尔维商学院）
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. Additional…
Recently, many researchers have advanced data-driven methods for modeling heterogeneous treatment effects (HTEs). Even still, estimation of HTEs is a difficult task -- these methods frequently over- or under-estimate the treatment effects, leading to poor calibration of the resulting models. However, while many methods exist for evaluating the calibration of prediction and classification models, formal approaches to assess the calibration of HTE models are limited to the calibration slope. In this paper, we define an analogue of the \smash{($\ell_2$)} expected calibration error for HTEs, and p…
Ant Financial Services Group（蚂蚁金融服务集团）；Shanghai Jiao Tong University（上海交通大学）；Peking University（北京大学）
Uplift modeling aims to directly model the incremental impact of a treatment on an individual response. In this work, we address the problem from a new angle and reformulate it as a Markov Decision Process (MDP). We conducted extensive experiments on both a synthetic dataset and real-world scenarios, and showed that our method can achieve significant improvement over previous methods.
University of Montreal（蒙特利尔大学）；TD Insurance（道明保险）；École Polytechnique de Montréal（蒙特利尔综合理工学院）
Uplift is a particular case of conditional treatment effect modeling. Such models deal with cause-and-effect inference for a specific factor, such as a marketing intervention or a medical treatment. In practice, these models are built on individual data from randomized clinical trials where the goal is to partition the participants into heterogeneous groups depending on the uplift. Most existing approaches are adaptations of random forests for the uplift case. Several split criteria have been proposed in the literature, all relying on maximizing heterogeneity. However, in practice, these appro…
Uplift modeling is aimed at estimating the incremental impact of an action on an individual's behavior, which is useful in various application domains such as targeted marketing (advertisement campaigns) and personalized medicine (medical treatments). Conventional methods of uplift modeling require every instance to be jointly equipped with two types of labels: the taken action and its outcome. However, obtaining two labels for each instance at the same time is difficult or expensive in many real-world problems. In this paper, we propose a novel method of uplift modeling that is applicable to …
This study provides a formal analysis of the customer targeting problem when the cost for a marketing action depends on the customer response and proposes a framework to estimate the decision variables for campaign profit optimization. Targeting a customer is profitable if the impact and associated profit of the marketing treatment are higher than its cost. Despite the growing literature on uplift models to identify the strongest treatment-responders, no research has investigated optimal targeting when the costs of the treatment are unknown at the time of the targeting decision. Stochastic cos…
Budgeted Active Experimentation for Treatment Effect Estimation from Observational and Randomized Data
Didi Chuxing（滴滴出行）；School of Statistics, East China Normal University（华东师范大学统计学院）；School of Mathematics and Statistics, Beijing Jiaotong University（北京交通大学数学与统计学院）；School of Computing and Information Technology, Great Bay University（大湾区大学计算与信息技术学院）；School of Statistics and Data Science, Shanghai University of Finance and Economics（上海财经大学统计与数据科学学院）；Institute of Data Science and Statistics, Shanghai University of Finance and Economics（上海财经大学数据科学与统计研究院）
Analyzing outcomes in long-term cancer survivor studies can be complex. The effects of predictors on the failure process may be difficult to assess over longer periods of time, as the commonly used assumption of proportionality of hazards holding over an extended period is often questionable. In this manuscript, we compare seven different survival models that estimate the hazard rate and the effects of proportional and non-proportional covariates. In particular, we focus on an extension of the the multi-resolution hazard (MRH) estimator, combining a non-proportional hierarchical MRH approach w…
A semi-parametric approach is proposed to estimate the variation along time of the effects of two distinct public policies that were devoted to boost rural development in France over the same period of time. At a micro data level, it is often observed that the dependent variable, such as local employment, does not vary along time, so that we face a kind of zero inflated phenomenon that cannot be dealt with a continuous response model. We introduce a mixture model which combines a mass at zero and a continuous response. The suggested zero inflated semi-parametric statistical approach relies on …
Promotions and discounts have become key components of modern e-commerce platforms. For online travel platforms (OTPs), popular promotions include room upgrades, free meals and transportation services. By offering these promotions, customers can get more value for their money, while both the OTP and its travel partners may grow their loyal customer base. However, the promotions usually incur a cost that, if uncontrolled, can become unsustainable. Consequently, for a promotion to be viable, its associated costs must be balanced by incremental revenue within set financial constraints. Personaliz…
We introduce a multi-armed bandit model where the reward is a sum of multiple random variables, and each action only alters the distributions of some of them. After each action, the agent observes the realizations of all the variables. This model is motivated by marketing campaigns and recommender systems, where the variables represent outcomes on individual customers, such as clicks. We propose UCB-style algorithms that estimate the uplifts of the actions over a baseline. We study multiple variants of the problem, including when the baseline and affected variables are unknown, and prove subli…
Objective: To compare different risk-based methods for optimal prediction of treatment effects. Methods: We simulated RCT data using diverse assumptions for the average treatment effect, a baseline prognostic index of risk (PI), the shape of its interaction with treatment (none, linear, quadratic or non-monotonic), and the magnitude of treatment-related harms (none or constant independent of the PI). We predicted absolute benefit using: models with a constant relative treatment effect; stratification in quarters of the PI; models including a linear interaction of treatment with the PI; models …
When analyzing microarray data, hierarchical models are often used to share information across genes when estimating means and variances or identifying differential expression. Many methods utilize some form of the two-level hierarchical model structure suggested by Kendziorski et al. [Stat. Med. (2003) 22 3899-3914] in which the first level describes the distribution of latent mean expression levels among genes and among differentially expressed treatments within a gene. The second level describes the conditional distribution, given a latent mean, of repeated observations for a single gene an…
The timing of antiretroviral therapy (ART) initiation for HIV and tuberculosis (TB) co-infected patients needs to be considered carefully. CD4 cell count can be used to guide decision making about when to initiate ART. Evidence from recent randomized trials and observational studies generally supports early initiation but does not provide information about effects of initiation time on a continuous scale. In this paper, we develop and apply a highly flexible structural proportional hazards model for characterizing the effect of treatment initiation time on a survival distribution. The model ca…
Mobile health is a rapidly developing field in which behavioral treatments are delivered to individuals via wearables or smartphones to facilitate health-related behavior change. Micro-randomized trials (MRT) are an experimental design for developing mobile health interventions. In an MRT the treatments are randomized numerous times for each individual over course of the trial. Along with assessing treatment effects, behavioral scientists aim to understand between-person heterogeneity in the treatment effect. A natural approach is the familiar linear mixed model. However, directly applying lin…
Effect modification occurs while the effect of the treatment is not homogeneous across the different strata of patient characteristics. When the effect of treatment may vary from individual to individual, precision medicine can be improved by identifying patient covariates to estimate the size and direction of the effect at the individual level. However, this task is statistically challenging and typically requires large amounts of data. Investigators may be interested in using the individual patient data (IPD) from multiple studies to estimate these treatment effect models. Our data arise fro…
The general idea of this article is to develop a Bayesian model with a flexible link function connecting an exponential family treatment response to a linear combination of covariates and a treatment indicator and the interaction between the two. Generalized linear models allowing data-driven link functions are often called "single-index models," and among popular semi-parametric modeling methods. In this article, we will focus on modeling heterogeneous treatment effects, with the goal of developing a treatment benefit index (TBI) incorporating prior information from historical data. This trea…
Information Technology University of the Punjab (ITU)（旁遮普省信息技术大学）；Vector Institute（向量研究所）；Toronto Metropolitan University（多伦多都会大学）；Lahore University of Management Sciences (LUMS)（拉合尔管理科学大学）
This article studies the estimation of the causal effect of a time-varying treatment on time-to-an-event or on some other continuously distributed outcome. The paper applies to the situation where treatment is repeatedly adapted to time-dependent patient characteristics. The treatment effect cannot be estimated by simply conditioning on these time-dependent patient characteristics, as they may themselves be indications of the treatment effect. This time-dependent confounding is common in observational studies. Robins [(1992) Biometrika 79 321--334, (1998b) Encyclopedia of Biostatistics 6 4372-…
Generalized linear models, such as logistic regression, are widely used to model the association between a treatment and a binary outcome as a function of baseline covariates. However, the coefficients of a logistic regression model correspond to log odds ratios, while subject-matter scientists are often interested in relative risks. Although odds ratios are sometimes used to approximate relative risks, this approximation is appropriate only when the outcome of interest is rare for all levels of the covariates. Poisson regressions do measure multiplicative treatment effects including relative …
