Hugo Manuel Proença

Felipe Moraes, Hugo Manuel Proença, Anastasiia Kornilova et al.

Uplift modeling is a collection of machine learning techniques for estimating causal effects of a treatment at the individual or subgroup levels. Over the last years, causality and uplift modeling have become key trends in personalization at online e-commerce platforms, enabling the selection of the best treatment for each user in order to maximize the target business metric. Uplift modeling can be particularly useful for personalized promotional campaigns, where the potential benefit caused by a promotion needs to be weighed against the potential costs. In this tutorial we will cover basic concepts of causality and introduce the audience to state-of-the-art techniques in uplift modeling. We will discuss the advantages and the limitations of different approaches and dive into the unique setup of constrained uplift modeling. Finally, we will present real-life applications and discuss challenges in implementing these models in production.

Hugo Manuel Proença, Felipe Moraes

Promotions play a crucial role in e-commerce platforms, and various cost structures are employed to drive user engagement. This paper focuses on promotions with response-dependent costs, where expenses are incurred only when a purchase is made. Such promotions include discounts and coupons. While existing uplift model approaches aim to address this challenge, these approaches often necessitate training multiple models, like meta-learners, or encounter complications when estimating profit due to zero-inflated values stemming from non-converted individuals with zero cost and profit. To address these challenges, we introduce Incremental Profit per Conversion (IPC), a novel uplift measure of promotional campaigns' efficiency in unit economics. Through a proposed response transformation, we demonstrate that IPC requires only converted data, its propensity, and a single model to be estimated. As a result, IPC resolves the issues mentioned above while mitigating the noise typically associated with the class imbalance in conversion datasets and biases arising from the many-to-one mapping between search and purchase data. Lastly, we validate the efficacy of our approach by presenting results obtained from a synthetic simulation of a discount coupon campaign.

Rickard Karlsson, Bram van den Akker, Felipe Moraes et al.

Qini curves are a widely used tool for assessing treatment policies under allocation constraints as they visualize the incremental gain of a new treatment policy versus the cost of its implementation. Standard Qini curve estimation assumes no interference between units: that is, that treating one unit does not influence the outcome of any other unit. In many real-life applications such as public policy or marketing, however, the presence of interference is common. Ignoring interference in these scenarios can lead to systematically biased Qini curves that over- or under-estimate a treatment policy's cost-effectiveness. In this paper, we address the problem of Qini curve estimation under clustered network interference, where interfering units form independent clusters. We propose a formal description of the problem setting with an experimental study design under which we can account for clustered network interference. Within this framework, we describe three estimation strategies, each suited to different conditions, and provide guidance for selecting the most appropriate approach by highlighting the inherent bias-variance trade-offs. To complement our theoretical analysis, we introduce a marketplace simulator that replicates clustered network interference in a typical e-commerce environment, allowing us to evaluate and compare the proposed strategies in practice.

Hugo Manuel Proença, Peter Grünwald, Thomas Bäck et al.

We introduce the problem of robust subgroup discovery, i.e., finding a set of interpretable descriptions of subsets that 1) stand out with respect to one or more target attributes, 2) are statistically robust, and 3) non-redundant. Many attempts have been made to mine either locally robust subgroups or to tackle the pattern explosion, but we are the first to address both challenges at the same time from a global modelling perspective. First, we formulate the broad model class of subgroup lists, i.e., ordered sets of subgroups, for univariate and multivariate targets that can consist of nominal or numeric variables, including traditional top-1 subgroup discovery in its definition. This novel model class allows us to formalise the problem of optimal robust subgroup discovery using the Minimum Description Length (MDL) principle, where we resort to optimal Normalised Maximum Likelihood and Bayesian encodings for nominal and numeric targets, respectively. Second, finding optimal subgroup lists is NP-hard. Therefore, we propose SSD++, a greedy heuristic that finds good subgroup lists and guarantees that the most significant subgroup found according to the MDL criterion is added in each iteration. In fact, the greedy gain is shown to be equivalent to a Bayesian one-sample proportion, multinomial, or t-test between the subgroup and dataset marginal target distributions plus a multiple hypothesis testing penalty. Furthermore, we empirically show on 54 datasets that SSD++ outperforms previous subgroup discovery methods in terms of quality, generalisation on unseen data, and subgroup list size.

Hugo M. Proença, Matthijs van Leeuwen

Interpretable classifiers have recently witnessed an increase in attention from the data mining community because they are inherently easier to understand and explain than their more complex counterparts. Examples of interpretable classification models include decision trees, rule sets, and rule lists. Learning such models often involves optimizing hyperparameters, which typically requires substantial amounts of data and may result in relatively large models. In this paper, we consider the problem of learning compact yet accurate probabilistic rule lists for multiclass classification. Specifically, we propose a novel formalization based on probabilistic rule lists and the minimum description length (MDL) principle. This results in virtually parameter-free model selection that naturally allows to trade-off model complexity with goodness of fit, by which overfitting and the need for hyperparameter tuning are effectively avoided. Finally, we introduce the Classy algorithm, which greedily finds rule lists according to the proposed criterion. We empirically demonstrate that Classy selects small probabilistic rule lists that outperform state-of-the-art classifiers when it comes to the combination of predictive performance and interpretability. We show that Classy is insensitive to its only parameter, i.e., the candidate set, and that compression on the training set correlates with classification performance, validating our MDL-based selection criterion.