Marketing optimization plays an important role to enhance user engagement in online Internet platforms. Existing studies usually formulate this problem as a budget allocation problem and solve it by utilizing two fully decoupled stages, i.e., machine learning (ML) and operation research (OR). However, the learning objective in ML does not take account of the downstream optimization task in OR, which causes that the prediction accuracy in ML may be not positively related to the decision quality.
Decision Focused Learning (DFL) integrates ML and OR into an end-to-end framework, which takes the objective of the downstream task as the decision loss function and guarantees the consistency of the optimization direction between ML and OR. However, deploying DFL in marketing is non-trivial due to multiple technological challenges. Firstly, the budget allocation problem in marketing is a 0-1 integer stochastic programming problem and the budget is uncertain and fluctuates a lot in real-world settings, which is beyond the general problem background in DFL. Secondly, the counterfactual in marketing causes that the decision loss cannot be directly computed and the optimal solution can never be obtained, both of which disable the common gradient-estimation approaches in DFL. Thirdly, the OR solver is called frequently to compute the decision loss during model training in DFL, which produces huge computational cost and cannot support large-scale training data. In this paper, we propose a decision focused causal learning framework (DFCL) for direct counterfactual marketing optimization, which overcomes the above technological challenges. Both offline experiments and online A/B testing demonstrate the effectiveness of DFCL over the state-of-the-art methods. Currently, DFCL has been deployed in several marketing scenarios in Meituan, one of the largest online food delivery platform in the world.
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 opti…
User marketing is a key focus of consumer-based internet companies. Learning algorithms are effective to optimize marketing campaigns which increase user engagement, and facilitates cross-marketing to related products. By attracting users with rewards, marketing methods are effective to boost user activity in the desired products. Rewards incur significant cost that can be off-set by increase in future revenue. Most methodologies rely on churn predictions to prevent losing users to make marketing decisions, which cannot capture up-lift across counterfactual outcomes with business metrics. Othe…
Unlike traditional supervised learning, in many settings only partial feedback is available. We may only observe outcomes for the chosen actions, but not the counterfactual outcomes associated with other alternatives. Such settings encompass a wide variety of applications including pricing, online marketing and precision medicine. A key challenge is that observational data are influenced by historical policies deployed in the system, yielding a biased data distribution. We approach this task as a domain adaptation problem and propose a self-training algorithm which imputes outcomes with catego…
University of California, Berkeley（加州大学伯克利分校）；Ant Financial Service Group（蚂蚁金融服务集团）；Georgia Institute of Technology（佐治亚理工学院）；Shanghai Jiao Tong University（上海交通大学）
We address a practical problem ubiquitous in modern marketing campaigns, in which a central agent tries to learn a policy for allocating strategic financial incentives to customers and observes only bandit feedback. In contrast to traditional policy optimization frameworks, we take into account the additional reward structure and budget constraints common in this setting, and develop a new two-step method for solving this constrained counterfactual policy optimization problem. Our method first casts the reward estimation problem as a domain adaptation problem with supplementary structure, and …
We consider counterfactual explanations, the problem of minimally adjusting features in a source input instance so that it is classified as a target class under a given classifier. This has become a topic of recent interest as a way to query a trained model and suggest possible actions to overturn its decision. Mathematically, the problem is formally equivalent to that of finding adversarial examples, which also has attracted significant attention recently. Most work on either counterfactual explanations or adversarial examples has focused on differentiable classifiers, such as neural nets. We…
Polytechnic University of Bari（巴里理工大学）；University of Bari（巴里大学）
The increasing application of Artificial Intelligence and Machine Learning models poses potential risks of unfair behavior and, in light of recent regulations, has attracted the attention of the research community. Several researchers focused on seeking new fairness definitions or developing approaches to identify biased predictions. However, none try to exploit the counterfactual space to this aim. In that direction, the methodology proposed in this work aims to unveil unfair model behaviors using counterfactual reasoning in the case of fairness under unawareness setting. A counterfactual ver…
Counterfactual explanations are viewed as an effective way to explain machine learning predictions. This interest is reflected by a relatively young literature with already dozens of algorithms aiming to generate such explanations. These algorithms are focused on finding how features can be modified to change the output classification. However, this rather general objective can be achieved in different ways, which brings about the need for a methodology to test and benchmark these algorithms. The contributions of this work are manifold: First, a large benchmarking study of 10 algorithmic appro…
IIT Bombay（印度理工学院孟买分校）；Max Planck Institute for Software Systems（马克斯·普朗克软件系统研究所）
Methods to find counterfactual explanations have predominantly focused on one step decision making processes. In this work, we initiate the development of methods to find counterfactual explanations for decision making processes in which multiple, dependent actions are taken sequentially over time. We start by formally characterizing a sequence of actions and states using finite horizon Markov decision processes and the Gumbel-Max structural causal model. Building upon this characterization, we formally state the problem of finding counterfactual explanations for sequential decision making pro…
Although deep reinforcement learning agents have produced impressive results in many domains, their decision making is difficult to explain to humans. To address this problem, past work has mainly focused on explaining why an action was chosen in a given state. A different type of explanation that is useful is a counterfactual, which deals with "what if?" scenarios. In this work, we introduce the concept of a counterfactual state to help humans gain a better understanding of what would need to change (minimally) in an Atari game image for the agent to choose a different action. We introduce a …
As machine learning is increasingly used to inform consequential decision-making (e.g., pre-trial bail and loan approval), it becomes important to explain how the system arrived at its decision, and also suggest actions to achieve a favorable decision. Counterfactual explanations -- "how the world would have (had) to be different for a desirable outcome to occur" -- aim to satisfy these criteria. Existing works have primarily focused on designing algorithms to obtain counterfactual explanations for a wide range of settings. However, one of the main objectives of "explanations as a means to hel…
Clinical applicability of automated decision support systems depends on a robust, well-understood classification interpretation. Artificial neural networks while achieving class-leading scores fall short in this regard. Therefore, numerous approaches have been proposed that map a salient region of an image to a diagnostic classification. Utilizing heuristic methodology, like blurring and noise, they tend to produce diffuse, sometimes misleading results, hindering their general adoption. In this work we overcome these issues by presenting a model agnostic saliency mapping framework tailored to …
University of Massachusetts Amherst（马萨诸塞大学阿默斯特分校）；University of California, San Diego（加州大学圣迭戈分校）
There has been a recent resurgence of interest in explainable artificial intelligence (XAI) that aims to reduce the opaqueness of AI-based decision-making systems, allowing humans to scrutinize and trust them. Prior work in this context has focused on the attribution of responsibility for an algorithm's decisions to its inputs wherein responsibility is typically approached as a purely associational concept. In this paper, we propose a principled causality-based approach for explaining black-box decision-making systems that addresses limitations of existing methods in XAI. At the core of our fr…
Ant Group（蚂蚁集团）；University of Georgia（佐治亚大学）；University of Virginia（弗吉尼亚大学）
The era of big data has witnessed an increasing availability of observational data from mobile and social networking, online advertising, web mining, healthcare, education, public policy, marketing campaigns, and so on, which facilitates the development of causal effect estimation. Although significant advances have been made to overcome the challenges in the academic area, such as missing counterfactual outcomes and selection bias, they only focus on source-specific and stationary observational data, which is unrealistic in most industrial applications. In this paper, we investigate a new ind…
ActiveEvidence: Decision-Focused Evidence Graphs with Verifiable Acquisition Gaps
School of Artificial Intelligence, University of Chinese Academy of Sciences（中国科学院大学人工智能学院）；Institute of Information Engineering, Chinese Academy of Sciences（中国科学院信息工程研究所）
