Decision Focused Causal Learning for Direct Counterfactual Marketing Optimization

Marketing optimization plays an important role to enhance user engagement in online Internet platforms. Existing studies usually formulate this problem as a budget allocation problem and solve it by utilizing two fully decoupled stages, i.e., machine learning (ML) and operation research (OR). However, the learning objective in ML does not take account of the downstream optimization task in OR, which causes that the prediction accuracy in ML may be not positively related to the decision quality.