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