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Causal ML
Uplift modeling and causal inference with machine learning algorithms
...Essentially, it estimates the causal impact of intervention T on outcome Y for users with observed features X, without strong assumptions on the model form. An important lever to increase ROI in an advertising campaign is to target the ad to the set of customers who will have a favorable response in a given KPI such as engagement or sales. CATE identifies these customers by estimating the effect of the KPI from ad exposure at the individual level from A/B experiments or historical observational data.
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