How causal machine learning can leverage marketing strategies: Assessing and improving the performance of a coupon campaign. (arXiv:2204.10820v1 [econ.GN])

We apply causal machine learning algorithms to assess the causal effect of a
marketing intervention, namely a coupon campaign, on the sales of a retail
company. Besides assessing the average impacts of different types of coupons,
we also investigate the heterogeneity of causal effects across subgroups of
customers, e.g. across clients with relatively high vs. low previous purchases.
Finally, we use optimal policy learning to learn (in a data-driven way) which
customer groups should be targeted by the coupon campaign …

arxiv campaign learning machine machine learning marketing performance strategies