Publications

Publications

Filter Results : (2) Arrow Down

Show Results For

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
Related
  • 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
Related

Are you looking for?

→ Search All HBS Web