Gubela, Robin M.; Lessmann, Stefan; Stöcker, Björn - In: Information Systems Frontiers 26 (2022) 3, pp. 875-898
Machine learning and artificial intelligence (ML/AI) promise higher degrees of personalization and enhanced efficiency in marketing communication. The paper focuses on causal ML/AI models for campaign targeting. Such models estimate the change in customer behavior due to a marketing action known...
