Evaluation de l'uplift sur des données biaisées dans le cas du Non-Random Assignment
Abstract
Uplift modeling measures the impact of an action (marketing, medical treatment) on a
person's behavior. Uplift prediction is based on groups of people who have received different
treatments. These groups are assumed to be equivalent. However, in practice, we observe
that there are biases between these groups. In this paper, we propose a protocol to evaluate
and study the impact of non-random assignment bias (NRA) on the performance of the main
uplift methods. Then we present a weighting technique to reduce the effect of NRA bias.
Experimental results show an improvement in the performance of the uplift methods.