Data-driven pricing strategies are becoming increasingly common, where customers are offered a personalized price based on features that are predictive of their valuation of a product. It is desirable for this pricing policy to be simple and interpretable, so it can be verified, checked for fairness, and easily implemented. However, efforts to incorporate machine learning into a pricing framework often lead to complex pricing policies which are not interpretable, resulting in slow adoption in practice. We present a customized, prescriptive tree-based algorithm that distills knowledge from a complex black-box machine learning algorithm, segments customers with similar valuations and prescribes prices in such a way that maximizes revenue while maintaining interpretability. We quantify the regret of a resulting policy and demonstrate its efficacy in applications with both synthetic and real-world datasets.
Unfair pricing policies have been shown to be one of the most negative perceptions customers can have concerning pricing, and may result in long-term losses for a company. Despite the fact that dynamic pricing models help companies maximize revenue, fairness and equality should be taken into account in order to avoid unfair price differences between groups of customers. This paper shows how to solve dynamic pricing by using Reinforcement Learning (RL) techniques so that prices are maximized while keeping a balance between revenue and fairness. We demonstrate that RL provides two main features …
Columbia IEOR and DSI（哥伦比亚大学工业工程与运筹学系和数据科学研究所）；USC Marshall（南加州大学马歇尔商学院）；Columbia IEOR（哥伦比亚大学工业工程与运筹学系）
We consider a personalized pricing problem in which we have data consisting of feature information, historical pricing decisions, and binary realized demand. The goal is to perform off-policy evaluation for a new personalized pricing policy that maps features to prices. Methods based on inverse propensity weighting (including doubly robust methods) for off-policy evaluation may perform poorly when the logging policy has little exploration or is deterministic, which is common in pricing applications. Building on the balanced policy evaluation framework of Kallus (2018), we propose a new approac…
We study the interplay of fairness, welfare, and equity considerations in personalized pricing based on customer features. Sellers are increasingly able to conduct price personalization based on predictive modeling of demand conditional on covariates: setting customized interest rates, targeted discounts of consumer goods, and personalized subsidies of scarce resources with positive externalities like vaccines and bed nets. These different application areas may lead to different concerns around fairness, welfare, and equity on different objectives: price burdens on consumers, price envy, firm …
Pennsylvania State University（宾夕法尼亚州立大学）；Airbnb（爱彼迎）
Correctly pricing products or services in an online marketplace presents a challenging problem and one of the critical factors for the success of the business. When users are looking to buy an item they typically search for it. Query relevance models are used at this stage to retrieve and rank the items on the search page from most relevant to least relevant. The presented items are naturally "competing" against each other for user purchases. We provide a practical two-stage model to price this set of retrieved items for which distributions of their values are learned. The initial output of th…
University of California, Irvine（加州大学欧文分校）；George Washington University（乔治华盛顿大学）；University of Michigan at Ann Arbor（密歇根大学安娜堡分校）；Duke University（杜克大学）
Pricing based on individual customer characteristics is widely used to maximize sellers' revenues. This work studies offline personalized pricing under endogeneity using an instrumental variable approach. Standard instrumental variable methods in causal inference/econometrics either focus on a discrete treatment space or require the exclusion restriction of instruments from having a direct effect on the outcome, which limits their applicability in personalized pricing. In this paper, we propose a new policy learning method for Personalized pRicing using Invalid iNsTrumental variables (PRINT) f…
In this paper we present an end-to-end framework for addressing the problem of dynamic pricing (DP) on E-commerce platform using methods based on deep reinforcement learning (DRL). By using four groups of different business data to represent the states of each time period, we model the dynamic pricing problem as a Markov Decision Process (MDP). Compared with the state-of-the-art DRL-based dynamic pricing algorithms, our approaches make the following three contributions. First, we extend the discrete set problem to the continuous price set. Second, instead of using revenue as the reward functio…
Darden School of Business, University of Virginia（弗吉尼亚大学达顿商学院）
We study an off-policy contextual pricing problem where the seller has access to samples of prices that customers were previously offered, whether they purchased at that price, and auxiliary features describing the customer and/or item being sold. This is in contrast to the well-studied setting in which samples of the customer's valuation (willingness to pay) are observed. In our setting, the observed data is influenced by the previous pricing policy, and we do not know how customers would have responded to alternative prices. We introduce suitable loss functions for this setting that can be d…
University of Illinois at Urbana-Champaign（伊利诺伊大学厄巴纳-香槟分校）；Imperial College London（帝国理工学院）；Otwell Research（Otwell研究机构）；Deepair solutions（Deepair解决方案公司(注：原文本中机构名首字母小写，按原文提取)）
Ancillaries have become a major source of revenue and profitability in the travel industry. Yet, conventional pricing strategies are based on business rules that are poorly optimized and do not respond to changing market conditions. This paper describes the dynamic pricing model developed by Deepair solutions, an AI technology provider for travel suppliers. We present a pricing model that provides dynamic pricing recommendations specific to each customer interaction and optimizes expected revenue per customer. The unique nature of personalized pricing provides the opportunity to search over th…
We consider the problem of multi-product dynamic pricing, in a contextual setting, for a seller of differentiated products. In this environment, the customers arrive over time and products are described by high-dimensional feature vectors. Each customer chooses a product according to the widely used Multinomial Logit (MNL) choice model and her utility depends on the product features as well as the prices offered. The seller a-priori does not know the parameters of the choice model but can learn them through interactions with customers. The seller's goal is to design a pricing policy that maxim…
University of Toronto（多伦多大学）；The Hong Kong University of Science and Technology（香港科技大学）
We consider the problem of a firm seeking to use personalized pricing to sell an exogenously given stock of a product over a finite selling horizon to different consumer types. We assume that the type of an arriving consumer can be observed but the demand function associated with each type is initially unknown. The firm sets personalized prices dynamically for each type and attempts to maximize the revenue over the season. We provide a learning algorithm that is near-optimal when the demand and capacity scale in proportion. The algorithm utilizes the primal-dual formulation of the problem and …
New York University（纽约大学）；Massachusetts Institute of Technology（麻省理工学院）；University of Florida（佛罗里达大学）
The prevalence of e-commerce has made detailed customers' personal information readily accessible to retailers, and this information has been widely used in pricing decisions. When involving personalized information, how to protect the privacy of such information becomes a critical issue in practice. In this paper, we consider a dynamic pricing problem over $T$ time periods with an \emph{unknown} demand function of posted price and personalized information. At each time $t$, the retailer observes an arriving customer's personal information and offers a price. The customer then makes the purcha…
New York University（纽约大学）；McGill University（麦吉尔大学）；University of Florida（佛罗里达大学）
In the recent decades, the advance of information technology and abundant personal data facilitate the application of algorithmic personalized pricing. However, this leads to the growing concern of potential violation of privacy due to adversarial attack. To address the privacy issue, this paper studies a dynamic personalized pricing problem with \textit{unknown} nonparametric demand models under data privacy protection. Two concepts of data privacy, which have been widely applied in practices, are introduced: \textit{central differential privacy (CDP)} and \textit{local differential privacy (…
University of Wisconsin, Madison（威斯康星大学麦迪逊分校）；University of California, San Diego（加利福尼亚大学圣迭戈分校）
Data analytics using machine learning (ML) has become ubiquitous in science, business intelligence, journalism and many other domains. While a lot of work focuses on reducing the training cost, inference runtime and storage cost of ML models, little work studies how to reduce the cost of data acquisition, which potentially leads to a loss of sellers' revenue and buyers' affordability and efficiency. In this paper, we propose a model-based pricing (MBP) framework, which instead of pricing the data, directly prices ML model instances. We first formally describe the desired properties of the MBP …
University of Toronto（多伦多大学）；The Hong Kong University of Science and Technology（香港科技大学）
Personalized pricing analytics is becoming an essential tool in retailing. Upon observing the personalized information of each arriving customer, the firm needs to set a price accordingly based on the covariates such as income, education background, past purchasing history to extract more revenue. For new entrants of the business, the lack of historical data may severely limit the power and profitability of personalized pricing. We propose a nonparametric pricing policy to simultaneously learn the preference of customers based on the covariates and maximize the expected revenue over a finite h…
We study the pricing problem faced by a firm that sells a large number of products, described via a wide range of features, to customers that arrive over time. Customers independently make purchasing decisions according to a general choice model that includes products features and customers' characteristics, encoded as $d$-dimensional numerical vectors, as well as the price offered. The parameters of the choice model are a priori unknown to the firm, but can be learned as the (binary-valued) sales data accrues over time. The firm's objective is to minimize the regret, i.e., the expected revenu…
In this paper we apply active learning algorithms for dynamic pricing in a prominent e-commerce website. Dynamic pricing involves changing the price of items on a regular basis, and uses the feedback from the pricing decisions to update prices of the items. Most popular approaches to dynamic pricing use a passive learning approach, where the algorithm uses historical data to learn various parameters of the pricing problem, and uses the updated parameters to generate a new set of prices. We show that one can use active learning algorithms such as Thompson sampling to more efficiently learn the …
This article develops a deep reinforcement learning (Deep-RL) framework for dynamic pricing on managed lanes with multiple access locations and heterogeneity in travelers' value of time, origin, and destination. This framework relaxes assumptions in the literature by considering multiple origins and destinations, multiple access locations to the managed lane, en route diversion of travelers, partial observability of the sensor readings, and stochastic demand and observations. The problem is formulated as a partially observable Markov decision process (POMDP) and policy gradient methods are use…
We consider a firm that sells products over $T$ periods without knowing the demand function. The firm sequentially sets prices to earn revenue and to learn the underlying demand function simultaneously. A natural heuristic for this problem, commonly used in practice, is greedy iterative least squares (GILS). At each time period, GILS estimates the demand as a linear function of the price by applying least squares to the set of prior prices and realized demands. Then a price that maximizes the revenue, given the estimated demand function, is used for the next time period. The performance is mea…
Learning Choice Model Trees for Feature-Based Multi-Product Pricing: Exact Optimization and Field Evidence
Institute of Operations Research and Analytics, National University of Singapore（新加坡国立大学运筹与分析研究所）；NUS Business School, National University of Singapore（新加坡国立大学商学院）
We study the application of dynamic pricing to insurance. We view this as an online revenue management problem where the insurance company looks to set prices to optimize the long-run revenue from selling a new insurance product. We develop two pricing models: an adaptive Generalized Linear Model (GLM) and an adaptive Gaussian Process (GP) regression model. Both balance between exploration, where we choose prices in order to learn the distribution of demands & claims for the insurance product, and exploitation, where we myopically choose the best price from the information gathered so far. The…
