Assessing the Impact of Upselling in Online Fantasy Sports
This work addresses user engagement optimization for online fantasy sports platforms, but it is incremental as it applies existing causal methods to a specific domain.
The study tackled the problem of optimizing upselling intensity on a fantasy sports platform to balance user deposit metrics with satisfaction and conversion rates, finding that increased intensity improves deposits but reduces user recall and satisfaction, with causal meta-learners used to personalize intensity for an optimal trade-off.
This study explores the impact of upselling on user engagement. We model users' deposit behaviour on the fantasy sports platform Dream11. Subsequently, we develop an experimental framework to evaluate the effect of upselling using an intensity parameter. Our live experiments on user deposit behaviour reveal decreased user recall with heightened upselling intensity. Our findings indicate that increased upselling intensity improves user deposit metrics and concurrently diminishes user satisfaction and conversion rates. We conduct robust counterfactual analysis and train causal meta-learners to personalise users' upselling intensity levels to reach an optimal trade-off point.