Dario Simionato

Dario Simionato, Andrea Tonon, Mingxue Wang et al.

In streaming platforms churn is extremely costly, yet A/B tests are typically evaluated using outcomes observed within a limited experimental horizon. Even when both short- and predicted long-term engagement metrics are considered, they may fail to capture how a treatment affects users' retention. Consequently, an intervention may appear beneficial in the short term and neutral in the long term while still generating lower total value than the control due to users churn. To address this limitation, we introduce a method that estimates long-term treatment effects (LTE) and residual lifetime value change ($ΔERLV$) in short multi-cohort A/B tests under user learning. To estimate time-varying treatment effects efficiently, we introduce an inverse-variance weighted estimator that combines multiple cohorts estimates, reducing variance relative to standard approaches in the literature. The estimated treatment trajectory is then modeled as a parametric decay to recover both the asymptotic treatment effect and the cumulative value generated over time. Our framework enables simultaneous evaluation of steady-state impact and residual user value within a single experiment. Empirical results show improved precision in estimating LTE and $ΔERLV$ and identify scenarios in which relying on either short-term or long-term metrics alone would lead to incorrect product decisions.

Nikolaos Gkorgkolis, Nikolaos Kougioulis, MingXue Wang et al.

Causal Discovery plays a pivotal role in revealing relationships among observed variables, particularly in the temporal setup. While the majority of CD methods rely on synthetic data for evaluation, and recently for training, these fall short in accurately mirroring real-world scenarios; an effect even more evident in temporal data. Generation techniques depending on simplified assumptions on causal structure, effects and time, limit the quality and diversity of the simulated data. In this work, we introduce Temporal Causal-based Simulation (TCS), a robust framework for generating realistic time-series data and their associated temporal causal graphs. The approach is structured in three phases: estimating the true lagged causal structure of the data, approximating the functional dependencies between variables and learning the noise distribution of the corresponding causal model, each part of which can be explicitly tailored based on data assumptions and characteristics. Through an extensive evaluation process, we highlight that single detection methods for generated data discrimination prove inadequate, accentuating it as a multifaceted challenge. For this, we detail a Min-max optimization phase that draws on AutoML techniques. Our contributions include a flexible, model-agnostic pipeline for generating realistic temporal causal data, a thorough evaluation setup which enhances the validity of the generated datasets and insights into the challenges posed by realistic data generation. Through experiments involving not only real but also semi-synthetic and purely synthetic datasets, we demonstrate that while sampling realistic causal data remains a complex task, our method enriches the domain of generating sensible causal-based temporal data.