UTBoost: A Tree-boosting based System for Uplift Modeling
Uplift modeling refers to the set of machine learning techniques that a manager may use to estimate customer uplift, that is, the net effect of an action on some customer outcome. By identifying the subset of customers for whom a treatment will have the greatest effect, uplift models assist decision-makers in optimizing resource allocations and maximizing overall returns. Accurately estimating customer uplift poses practical challenges, as it requires assessing the difference between two mutually exclusive outcomes for each individual. In this paper, we propose two innovative adaptations of the well-established Gradient Boosting Decision Trees (GBDT) algorithm, which learn the causal effect in a sequential way and overcome the counter-factual nature. Both approaches innovate existing techniques in terms of ensemble learning method and learning objectives, respectively. Experiments on large-scale datasets demonstrate the usefulness of the proposed methods, which often yielding remarkable improvements over base models. To facilitate the application, we develop the UTBoost, an end-to-end tree boosting system specifically designed for uplift modeling. The package is open source and has been optimized for training speed to meet the needs of real industrial applications.
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