LBCF: A Large-Scale Budget-Constrained Causal Forest Algorithm

Offering incentives (e.g., coupons at Amazon, discounts at Uber and video bonuses at Tiktok) to user is a common strategy used by online platforms to increase user engagement and platform revenue. Despite its proven effectiveness, these marketing incentives incur an inevitable cost and might result in a low ROI (Return on Investment) if not used properly. On the other hand, different users respond differently to these incentives, for instance, some users never buy certain products without coupons, while others do anyway. Thus, how to select the right amount of incentives (i.e. treatment) to each user under budget constraints is an important research problem with great practical implications. In this paper, we call such problem as a budget-constrained treatment selection (BTS) problem.