Entire Chain Uplift Modeling with Context-Enhanced Learning for Intelligent Marketing

Uplift modeling, vital in online marketing, seeks to accurately measure the impact of various strategies, such as coupons or discounts, on different users by predicting the Individual Treatment Effect (ITE). In an e-commerce setting, user behavior follows a defined sequential chain, including impression, click, and conversion. Marketing strategies exert varied uplift effects at each stage within this chain, impacting metrics like click-through and conversion rate. Despite its utility, existing research has neglected to consider the inter-task across all stages impacts …

behavior click commerce context conversion cs.ai cs.ir cs.lg e-commerce impact intelligent marketing modeling strategies treatment vital