Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
  • Research
    • Research
    • Publications
    • Global Research Centers
    • Case Development
    • Initiatives & Projects
    • Research Services
    • Seminars & Conferences
    →
  • Publications→

Publications

Publications

Filter Results : (2) Arrow Down
Filter Results : (2) Arrow Down Arrow Up

Show Results For

  • All HBS Web  (3)
    • Faculty Publications  (2)

    Show Results For

    • All HBS Web  (3)
      • Faculty Publications  (2)

      Statistical Surrogacy Remove Statistical Surrogacy →

      Page 1 of 2 Results

      Are you looking for?

      → Search All HBS Web
      • 2022
      • Working Paper

      When Less Is More: Using Short-term Signals to Overcome Systematic Bias in Long-run Targeting

      By: Ta-Wei Huang and Eva Ascarza
      Firms are increasingly interested in developing targeted interventions for customers with the best response. Doing so requires firms to identify differences in customer sensitivity, which they often obtain using uplift modeling (i.e., heterogeneous treatment effect...  View Details
      Keywords: Long-run Targeting; Heterogeneous Treatment Effect; Statistical Surrogacy; Customer Churn; Field Experiments; Consumer Behavior; Customer Focus and Relationships; AI and Machine Learning; Marketing
      Citation
      SSRN
      Read Now
      Related
      Huang, Ta-Wei, and Eva Ascarza. "When Less Is More: Using Short-term Signals to Overcome Systematic Bias in Long-run Targeting." Harvard Business School Working Paper, No. 23-023, October 2022.
      • 2020
      • Working Paper

      Targeting for Long-Term Outcomes

      By: Jeremy Yang, Dean Eckles, Paramveer Dhillon and Sinan Aral
      Decision makers often want to target interventions so as to maximize an outcome that is observed only in the long term. This typically requires delaying decisions until the outcome is observed or relying on simple short-term proxies for the long-term outcome. Here we...  View Details
      Keywords: Targeted Marketing; Optimization; Churn Management; Marketing; Customer Relationship Management; Policy; Learning; Outcome or Result
      Citation
      Read Now
      Related
      Yang, Jeremy, Dean Eckles, Paramveer Dhillon, and Sinan Aral. "Targeting for Long-Term Outcomes." Working Paper, October 2020.
      • 1

      Are you looking for?

      → Search All HBS Web
      ǁ
      Campus Map
      Harvard Business School
      Soldiers Field
      Boston, MA 02163
      →Map & Directions
      →More Contact Information
      • Make a Gift
      • Site Map
      • Jobs
      • Harvard University
      • Trademarks
      • Policies
      • Accessibility
      • Digital Accessibility
      Copyright © President & Fellows of Harvard College