Journal of Causal Inference (May 2022)
Treatment effect optimisation in dynamic environments
Abstract
Applying causal methods to fields such as healthcare, marketing, and economics receives increasing interest. In particular, optimising the individual-treatment-effect – often referred to as uplift modelling – has peaked in areas such as precision medicine and targeted advertising. While existing techniques have proven useful in many settings, they suffer vividly in a dynamic environment. To address this issue, we propose a novel optimisation target that is easily incorporated in bandit algorithms. Incorporating this target creates a causal model which we name an uplifted contextual multi-armed bandit. Experiments on real and simulated data show the proposed method to effectively improve upon the state-of-the-art. All our code is made available online at https://github.com/vub-dl/u-cmab.
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