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A new evaluation metric and issue of uplift modeling for coupon marketing
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- SHIMIZU Akihiro
- Mercari, inc. JAIST
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- TOGASHI Riku
- Mercari, inc.
Bibliographic Information
- Other Title
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- クーポンマーケティングにおけるUplift Modeling適用の問題点と新しい評価指標
Description
<p>What is the correct evaluation of Uplift Modeling in coupon marketing? Recently, Uplift Modeling receives attention for improving the cost-effectiveness of coupon marketing. However, the measures, the Qini Curve and Coefficient, utilized in Uplift Modeling, do not align with the structure of cost-effectiveness in coupon marketing. In this paper, we demonstrate examples that the Qini does not measure the cost-effectiveness correctly. Moreover, we also propose a measures "Sure Things Curve" and "Sure Things Coefficient" that considers cost-effectiveness in coupon marketing.</p>
Journal
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- Proceedings of the Annual Conference of JSAI
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Proceedings of the Annual Conference of JSAI JSAI2020 (0), 1H4OS12b02-1H4OS12b02, 2020
The Japanese Society for Artificial Intelligence
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Details 詳細情報について
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- CRID
- 1390566775142606208
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- NII Article ID
- 130007856628
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- ISSN
- 27587347
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- Text Lang
- ja
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- Data Source
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- JaLC
- CiNii Articles
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- Abstract License Flag
- Disallowed