Presentation information

Organized Session

Organized Session » OS-12

[1H4-OS-12b] OS-12 (2)

Tue. Jun 9, 2020 3:20 PM - 5:00 PM Room H (jsai2020online-8)

関 喜史(株式会社Gunosy)、安井 翔太(株式会社サイバーエージェント)、福田 宏幸(株式会社 電通)

3:40 PM - 4:00 PM

[1H4-OS-12b-02] A new evaluation metric and issue of uplift modeling for coupon marketing

〇Akihiro Shimizu1,2, Riku Togashi1 (1. Mercari, inc., 2. JAIST)

Keywords:Machine learning, Causal Inference , Uplift Modeling

What is the correct evaluation of Uplift Modeling in coupon marketing? Recently, Uplift Modeling receives attention for improving the cost-effectiveness of coupon marketing. However, the measures, the Qini Curve and Coefficient, utilized in Uplift Modeling, do not align with the structure of cost-effectiveness in coupon marketing. In this paper, we demonstrate examples that the Qini does not measure the cost-effectiveness correctly. Moreover, we also propose a measures "Sure Things Curve" and "Sure Things Coefficient" that considers cost-effectiveness in coupon marketing.

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