Conversion Uplift in E-Commerce: A Systematic Benchmark of Modeling Strategies
Volume: 18, Issue: 03, Pages: 747 - 791
Published: May 1, 2019
Abstract
Uplift modeling combines machine learning and experimental strategies to estimate the differential effect of a treatment on individuals’ behavior. The paper considers uplift models in the scope of marketing campaign targeting. Literature on uplift modeling strategies is fragmented across academic disciplines and lacks an overarching empirical comparison. Using data from online retailers, we fill this gap and contribute to literature through...
Paper Details
Title
Conversion Uplift in E-Commerce: A Systematic Benchmark of Modeling Strategies
Published Date
May 1, 2019
Volume
18
Issue
03
Pages
747 - 791
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