评估在线梦幻体育中追加销售的影响
Assessing the Impact of Upselling in Online Fantasy Sports
AI总结：
该研究针对 Dream11 平台建模用户充值行为，通过线上实验和因果元学习器分析追加销售强度的双面影响，并提出个性化强度策略以实现充值收益与满意度、转化率之间的最优权衡。
摘要：
本研究探讨追加销售对用户参与度的影响。我们对梦幻体育平台 Dream11 上用户的充值行为进行建模。随后，我们开发了一个实验框架，利用强度参数评估追加销售的效果。我们针对用户充值行为开展的线上实验表明，随着追加销售强度提高，用户召回率下降。研究结果显示，更高的追加销售强度会改善用户充值指标，同时降低用户满意度和转化率。我们进行了稳健的反事实分析，并训练因果元学习器来个性化用户的追加销售强度水平，以达到最优权衡点。
英文摘要：
This study explores the impact of upselling on user engagement. We model users' deposit behaviour on the fantasy sports platform Dream11. Subsequently, we develop an experimental framework to evaluate the effect of upselling using an intensity parameter. Our live experiments on user deposit behaviour reveal decreased user recall with heightened upselling intensity. Our findings indicate that increased upselling intensity improves user deposit metrics and concurrently diminishes user satisfaction and conversion rates. We conduct robust counterfactual analysis and train causal meta-learners to personalise users' upselling intensity levels to reach an optimal trade-off point.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
