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...

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...