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How causal machine learning can leverage marketing strategies: Assessing and improving the performance of a coupon campaign
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 sub...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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Public Library of Science
2023
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9833560/ https://www.ncbi.nlm.nih.gov/pubmed/36630398 http://dx.doi.org/10.1371/journal.pone.0278937 |