Coupon campaigns seek to lift both conversion and revenue, but gross merchandise value (GMV) follows a deterministic funnel from conversion to conditional order value and is zero-inflated and heavy-tailed. We propose FunnelCausalNet, an uplift estimator coupling a binary conversion head with a nonnegative conditional-value head through $μ_{\mathrm{gmv}}=μ_{\mathrm{conv}}μ_{\mathrm{val}}$. Under explicit RCT, support, rate-gap, and cross-head covariance-control assumptions, an idealized leading-order MSE comparison identifies a regime in which funnel composition can reduce pointwise variance; this is a heuristic, not a guarantee for the shared-representation neural model. The estimator is paired with marginal split-conformal CATE summaries, combined through a Bonferroni union as audit bands, and a Lagrangian budgeted allocator using RCT-anchored estimates for subsidy-aware ROI accounting. On semi-synthetic multi-tier Criteo-MT7, FunnelCausalNet's mean AUUC_GMV is within one seed standard deviation of the leading feature-interaction baseline among eleven baselines, while a controlled ablation reduces GMV effect error versus direct GMV regression by 18--48% across tested zero-inflation regimes. On de-identified industrial Hotel-Coupon RCT logs with about 4.9 million hold-out exposure records per seed, expected-outcome evaluation sweeps full LP frontiers; FunnelCausalNet has the best seed-averaged mean DeltaROI at all seven correlated anchors from 10% to 60%, which we treat as descriptive frontier consistency rather than independent significance. On sparse binary-spend public benchmarks, revenue-focused rankers can dominate uplift-curve proxies, defining an explicit regime boundary.
Small and medium-sized businesses need timely financial guidance, yet historical accounting logs record self-selected and often co-occurring business changes rather than randomized recommendations. We formulate this setting as observational policy ranking: from pre-decision financial information, a policy selects one of 34 ledger-derived business-change categories for a target financial KPI. Using 85,078 company-month observations from 7,505 firms, we introduce Covariate-Adjusted Residual Policy Learning (CAR-PL), an action-wise R-learner that operates directly on multi-hot logs and regularizes selection by observational support. We compare CAR-PL with an uplift T-Learner, a conservative contextual value model, a zero-shot LLM, and non-personalized references on company-disjoint held-out firms under a shared model-assisted scoring rule. CAR-PL has the highest Gross Profit point estimate (0.084), the T-Learner has the highest Revenue point estimate (0.085), and the contextual value model has the highest Quick Ratio point estimate (0.062). CAR-PL and the T-Learner are not statistically separated on either growth KPI in matched company-clustered comparisons, while CAR-PL selects 33-34 categories and produces less concentrated selections across the catalog. Outcome-model-only scoring retains the same KPI-level point-estimate leader or top pair, and category rankings remain similar when the all-zero treatment reference is replaced by the most common training co-action pattern. These findings support objective-specific ranking of SMB financial guidance from multi-action accounting logs.
Uplift modeling (conditional-average-treatment-effect estimation) drives personalized targeting, yet published uplift benchmarks frequently disagree on which estimator performs best; we show the disagreement is substantially about metrics, not models. UpliftBench evaluates 12 uplift estimators under an outer-test-isolated, multi-objective protocol across seven dataset families; its two findings are identified where a reference objective exists -- F1 on the standard continuous benchmark (IHDP), F2 in a within-sample case study on Jobs. On that benchmark, Qini shows no detectable alignment with effect accuracy -- across all 100 IHDP realizations its mean rank correlation with effect accuracy is +0.07, 95% CI [-0.03, +0.16] -- while AUUC is consistently more aligned (paired prefix-mean-AUUC-over-Qini gap +0.49 [+0.40, +0.59]; the shipped cumulative-gain AUUC aligns better still, +0.73). On Jobs, ranking metrics are structurally insufficient for a sign-threshold policy because they discard the score level; empirically, within the released split-rotation analysis direct policy-risk selection yields lower benchmark regret than random model selection while Qini, AUUC, and uplift-at-$k$ do not (14-15% regret). Calibrating the decision threshold removes 81% of the Qini-selection regret. Both findings are bounded, not universal: F1 is not detected on either validation family (the ACIC and Revenue-Synthetic gaps are both indistinguishable from zero), and F2 vanishes under a budgeted-value objective where rank suffices. UpliftBench releases versioned loaders, fixed protocols, result artifacts, and a reproducible living leaderboard; the public repository accompanies the paper.
E-commerce platforms must allocate fixed marketing budgets across multiple channels to maximize business utility. However, standard predict-then-optimize (PTO) paradigms fail in this compositional space due to observational confounding and severe extrapolation. We formulate this challenge as a simplex-constrained uplift decision problem and propose ReAlloc, a fast-slow causal framework. Specifically, an agile Orthogonal Teacher extracts unbiased local gradients from short-term logs, while an Explanation-Guided Student distills them into a structured marginal field over long-term horizons. This design enables support-aware, conservative decisions that capture cross-channel substitutions. Extensive simulations and large-scale online A/B tests on Taobao platform demonstrate that ReAlloc achieves simultaneous lifts in both pay order and income.
Junpeng Hou, XianXing Zhang, Sai Xiao +6cs.IR cs.LG
Pinterest is where people turn inspiration into action as users browse ideas, then take steps toward realization, often by discovering shoppable content. To support this journey, we must distribute commerce content when it helps, not when it distracts. We frame this as a causal decision of triggering shopping candidate generators in early retrieval and deploy a production system at Pinterest that learns personalized and contextualized triggering policies. A deep multi-task model jointly predicts outcomes and uplift of multiple events, trained with a doubly-robust pseudo-outcome alongside calibrated outcome losses for stable, single-robust uplift learning. A randomized data logging supplies counterfactual coverage, and the model is evaluated by both regular and reverse metrics for full assessment. A linear-time offline replay is designed to select thresholds and forecast policy impact with extremely high consistency with online results. For productionization, the model runs in parallel with remote retrieval calls without end-to-end latency regression. At web scale, we cut shopping triggers by up to 85% while holding key shopping sessions neutral, improving important total sessions (+0.26%) and Pin saves (+1.10%), with significant infrastructure savings. By unifying deep causal learning with reliable offline replay and demonstrating production-grade deployment, this work provides a generally practical recipe for early-retrieval optimizations in modern cascading recommenders beyond shopping, aligning exploration and cost with user intent at scale.
Personalized incentive allocation is vital for e-commerce, where uplift modeling is the standard for estimating Individual Treatment Effects (ITE). However, traditional models often fail in complex multi-seller environments with violations of the Stable Unit Treatment Value Assumption (SUTVA). We identify two critical challenges: Seller-level Cannibalization, where incentives shift expenditure between shops without growing the platform, and Incentive-level Cannibalization, where organic conversions or alternative rewards introduce significant noise into incrementality estimation. In this paper, we propose CanniUplift, a unified framework to mitigate these dual-source cannibalization effects. Specifically, we design Platform-level Global Alignment (PGA) to capture cross-shop substitution through global GMV consistency constraints. To tackle incentive-driven noise, we introduce Redemption-based Decomposition Denoising (RDD), which uses redemption behavior to decompose treated outcomes and reduce attribution noise within an entire-space framework. Furthermore, a Treat-Attention mechanism is designed to model intricate interactions between users' historical behaviors and current treatment options. Extensive experiments on both synthetic and large-scale industrial datasets demonstrate that CanniUplift significantly outperforms state-of-the-art baselines. Ablation studies confirm that the integration of PGA and RDD consistently improves wAUUC and wQINI. Successfully deployed online, our framework achieved a 4.08% relative increase in platform-wide incremental GMV (Delta GMV) over the production baseline and improved ROI in online A/B tests, proving effective in driving global platform growth.
Pantelis Z. Hadjipantelis, Weng Man Chiang, Karthik Nageshstat.ME cs.LG stat.ML
Estimating heterogeneous treatment effects (CATE) requires simultaneously detecting effect modification and quantifying estimation uncertainty. Existing tree-based methods make an uneasy trade-off: significance-based approaches (Radcliffe and Surry 2011) identify subgroup interactions directly but lack valid inference; honest causal trees (Athey and Imbens 2016) deliver nominal confidence interval coverage but use outcome-agnostic splitting criteria that sacrifice interaction sensitivity. We introduce a hybrid algorithm that fuses significance-based splitting with honest sample-splitting and cross-validation. Our splitting criterion uses the squared $t$-statistic for the treatment $\times$ side interaction ($t^2$), which is shown to be directly aligned with the honest $\text{EMSE}_τ$ criterion when the interaction is strong. Post-hoc honest cross-validation selects the cost-complexity penalty, giving a single principled estimator with nominal CI coverage at the leaf level. For forests, we retain bootstrap count vectors to enable an infinitesimal jackknife (IJ) variance estimate of Monte-Carlo convergence rather than formal pointwise inference. On the three synthetic designs from (Athey and Imbens 2016) the single tree achieves approximately 90% leaf-average CI coverage at the 90% nominal level across all three designs (200 replications each); on the Criteo, Hillstrom and Starbucks uplift datasets we match Qini coefficient performance of S-, T-learner and GRF baselines. An open-source Python package with reproducible seeds, sklearn-compatible API, and full test coverage accompanies this work (https://codeberg.org/hadjipantelis/rattus).
Two-sided marketplaces connect distinct user groups whose interests often conflict -- improving outcomes on one side could degrade the other side's experience. To address this challenge, we deploy an integrated framework for personalizing free-value thresholds -- a policy governing the scope of complimentary services for job listings -- across a two-sided job marketplace connecting millions of employers and job seekers. Our personalized policy delivers statistically significant and economically sizable lift in the target metric while respecting engagement guardrail constraints. Direct application of standard uplift methods proves insufficient here for two reasons. First, cross-side externalities demand multi-objective optimization: maximizing employer-side metrics risks harming job seeker engagement, with effects varying substantially across job segments. Second, marketplace interference necessitates cluster-level randomization, limiting us to few discrete treatment levels -- effectively a form of positivity violation that rules out methods designed for continuous treatments. We contribute an integrated framework with three components. Our ensemble-based hybrid ranking models target and guardrail metrics separately, cutting guardrail risk by over 10% for equivalent target gains compared to single-objective approaches. A treatment effect extrapolation method extends our estimates from limited experimental variation to untested policy levels, relying on monotonicity assumptions that we validate empirically. Finally, we present production deployment, where post-launch data confirms both extrapolation accuracy and guardrail compliance. Our deployed system demonstrates that principled methodology can enable meaningful personalization even when experiments are severely constrained and different objectives compete -- common conditions that characterize many real-world marketplaces.
Uplift modeling, crucial for estimating individual treatment effects (ITE), faces dual challenges: flexibly leveraging inter-group similarity to enhance discriminative power and debiasing under unobserved confounding scenarios. In this paper, we propose the Cross-Head Attention Uplift Network (CHAUN) and Robust Adversarial Inverse Propensity Score (RA-IPS) method to address these limitations. CHAUN employs shared feature embeddings and cross-head attention mechanisms to dynamically integrate treatment-specific and control-specific representations, enhancing inter-group correlation modeling. Theoretically, we prove that access to the true propensity scores ensures ITE identifiability even with unobserved confounders. For practical scenarios lacking true propensity scores, RA-IPS adversarially optimizes propensity weights within constrained uncertainty sets to mitigate bias from unobserved variables. Experiments on public datasets (CRITEO-UPLIFT, LAZADA) and a production e-commerce dataset demonstrate CHAUN's superiority over state-of-the-art uplift models, achieving relative improvements of up to 25.6% in QINI scores. RA-IPS further enhances robustness, outperforming standard IPS by 5.4% under unobserved confounding. The results validate the effectiveness of our proposed methods in real-world causal inference tasks.