Abstract:Choosing the correct method to predict the incremental effect of a treatment on customer response is critical to optimize targeting policies in many important applications such as churn management and patient care. Two research streams, uplift modeling and heterogeneous treatment effects (HTE), have emerged that scrutinize the incremental effect of a treatment on customer response. So far, these research streams mostly remain independent, with few studies comparing methods across these communities. However, if… Show more
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