Search Results - subject:"Uplift modeling"

Increasing the robustness of uplift modeling using additional splits and diversified leaf select

Oechsle, Frank - In: Journal of marketing analytics : JMA 11 (2023) 4, pp. 738-746

Persistent link: https://www.econbiz.de/10014537399

Increasing the robustness of uplift modeling using additional splits and diversified leaf select

Oechsle, Frank - In: Journal of Marketing Analytics 11 (2022) 4, pp. 738-746

prevent customer churn which unchanged is not covered. The research analyses how preventive uplift modeling approaches based …

Persistent link: https://www.econbiz.de/10015185015

Multiple Treatment Modeling for Target Marketing Campaigns: A Large-Scale Benchmark Study

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...

Persistent link: https://www.econbiz.de/10015327706

Profit uplift modeling for direct marketing campaigns : approaches and applications for online shops

Baier, Daniel; Stöcker, Björn - In: Journal of business economics : JBE 92 (2022) 4, pp. 645-673

Persistent link: https://www.econbiz.de/10013438854

Multiple Treatment Modeling for Target Marketing Campaigns: A Large-Scale Benchmark Study

Gubela, Robin M.; Lessmann, Stefan; Stöcker, Björn - In: Information Systems Frontiers 26 (2022) 3, pp. 875-898

Persistent link: https://www.econbiz.de/10015408349

Profit uplift modeling for direct marketing campaigns: approaches and applications for online shops

Baier, Daniel; Stöcker, Björn - In: Journal of Business Economics 92 (2021) 4, pp. 645-673

uplift modeling appoaches based on one-stage ordinary regression and random forests as well as two-stage Heckman sample …

Persistent link: https://www.econbiz.de/10014501307

Targeting Cutsomers Under Response-Dependent Costs

Haupt, Johannes; Lessmann, Stefan - 2020

This study provides a formal analysis of the customer targeting decision problem in settings where the cost for marketing action is stochastic and proposes a framework to efficiently estimate the decision variables for campaign profit optimization. Targeting a customer is profitable if the...

Persistent link: https://www.econbiz.de/10012433249

Affordable Uplift: Supervised Randomization in Controlled Exprtiments

Haupt, Johannes; Jacob, Daniel; Gubela, Robin M.; … - 2019

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...

Persistent link: https://www.econbiz.de/10012433240

Conversion uplift in e-commerce: A systematic benchmark of modeling strategies

Gubela, Robin; Bequé, Artem; Gebert, Fabian; Lessmann, … - 2018

Uplift modeling combines machine learning and experimental strategies to estimate the differential effect of a … on uplift modeling strategies is fragmented across academic disciplines and lacks an overarching empirical comparison … modeling and systematically comparing the predictive performance and utility of available uplift modeling strategies. Our …

Persistent link: https://www.econbiz.de/10012433211