How causal machine learning can leverage marketing strategies: Assessing and improving the performance of a coupon campaign. (arXiv:2204.10820v2 [econ.GN] UPDATED)

Web: http://arxiv.org/abs/2204.10820

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

arxiv campaign learning machine machine learning marketing performance strategies