Uplift Modeling : Identifying Optimal Treatment Group Allocation and Whom to Contact to Maximize Return on Investment
Abstract: This report investigates the possibilities to model the causal effect of treatment within the insurance domain to increase return on investment of sales through telemarketing. In order to capture the causal effect, two or more subgroups are required where one group receives control treatment. Two different uplift models model the causal effect of treatment, Class Transformation Method, and Modeling Uplift Directly with Random Forests. Both methods are evaluated by the Qini curve and the Qini coefficient. To model the causal effect of treatment, the comparison with a control group is a necessity. The report attempts to find the optimal treatment group allocation in order to maximize the precision in the difference between the treatment group and the control group. Further, the report provides a rule of thumb that ensure that the control group is of sufficient size to be able to model the causal effect. If has provided the data material used to model uplift and it consists of approximately 630000 customer interactions and 60 features. The total uplift in the data set, the difference in purchase rate between the treatment group and control group, is approximately 3%. Uplift by random forest with a Euclidean distance splitting criterion that tries to maximize the distributional divergence between treatment group and control group performs best, which captures 15% of the theoretical best model. The same model manages to capture 77% of the total amount of purchases in the treatment group by only giving treatment to half of the treatment group. With the purchase rates in the data set, the optimal treatment group allocation is approximately 58%-70%, but the study could be performed with as much as approximately 97%treatment group allocation.
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