Causal Classification: Treatment Effect Estimation vs. Outcome Prediction

The goal of causal classification is to identify individuals whose outcome would be positively changed by a treatment. Examples include targeting advertisements and targeting retention incentives to reduce churn. Causal classification is challenging because we observe individuals under only one condition (treated or untreated), so we do not know who was influenced by the treatment, but we may estimate the potential outcomes under each condition to decide whom to treat by estimating treatment effects. Curiously, we often see practitioners using …

classification prediction treatment