2023
Working Paper
HBS Working Paper Series

Targeting, Personalization, and Engagement in an Agricultural Advisory Service

By: Susan Athey, Shawn Cole, Shanjukta Nath and Jessica Zhu

Format:Print
| Language:English
| Pages:63

Abstract

ICT is increasingly used to deliver customized information in developing countries. We examine whether individually targeting the timing of automated voice calls meaningfully increases engagement in an agricultural advisory service. We define, estimate, and evaluate a novel recommendation system that customizes contact times to individual characteristics. This system generates significant gains, up to an 8% increase over the baseline pickup rate of 0.31. Our approach, delivered at scale, is well-suited for developing country settings. We show how to optimize around resource constraints, measure equity-efficiency trade-offs when targeting vulnerable groups, and evaluate the robustness of recommendations to technology or preference shocks.

Keywords

Developing Countries and Economies; Knowledge Dissemination; Customization and Personalization; Performance Effectiveness

Citation

Athey, Susan, Shawn Cole, Shanjukta Nath, and Jessica Zhu. "Targeting, Personalization, and Engagement in an Agricultural Advisory Service." Harvard Business School Working Paper, No. 24-006, August 2023.