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Double Machine Learning at Scale to Predict Causal Impact of Customer Actions

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Listed:
  • Sushant More
  • Priya Kotwal
  • Sujith Chappidi
  • Dinesh Mandalapu
  • Chris Khawand

Abstract

Causal Impact (CI) of customer actions are broadly used across the industry to inform both short- and long-term investment decisions of various types. In this paper, we apply the double machine learning (DML) methodology to estimate the CI values across 100s of customer actions of business interest and 100s of millions of customers. We operationalize DML through a causal ML library based on Spark with a flexible, JSON-driven model configuration approach to estimate CI at scale (i.e., across hundred of actions and millions of customers). We outline the DML methodology and implementation, and associated benefits over the traditional potential outcomes based CI model. We show population-level as well as customer-level CI values along with confidence intervals. The validation metrics show a 2.2% gain over the baseline methods and a 2.5X gain in the computational time. Our contribution is to advance the scalable application of CI, while also providing an interface that allows faster experimentation, cross-platform support, ability to onboard new use cases, and improves accessibility of underlying code for partner teams.

Suggested Citation

  • Sushant More & Priya Kotwal & Sujith Chappidi & Dinesh Mandalapu & Chris Khawand, 2024. "Double Machine Learning at Scale to Predict Causal Impact of Customer Actions," Papers 2409.02332, arXiv.org.
    • Handle: RePEc:arx:papers:2409.02332
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    References listed on IDEAS

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    1. Michael C Knaus & Michael Lechner & Anthony Strittmatter, 2021. "Machine learning estimation of heterogeneous causal effects: Empirical Monte Carlo evidence," The Econometrics Journal, Royal Economic Society, vol. 24(1), pages 134-161.
    2. Victor Chernozhukov & Denis Chetverikov & Mert Demirer & Esther Duflo & Christian Hansen & Whitney Newey & James Robins, 2018. "Double/debiased machine learning for treatment and structural parameters," Econometrics Journal, Royal Economic Society, vol. 21(1), pages 1-68, February.
    3. Alberto Abadie & Guido W. Imbens, 2008. "On the Failure of the Bootstrap for Matching Estimators," Econometrica, Econometric Society, vol. 76(6), pages 1537-1557, November.
    4. Donald B. Rubin, 2005. "Causal Inference Using Potential Outcomes: Design, Modeling, Decisions," Journal of the American Statistical Association, American Statistical Association, vol. 100, pages 322-331, March.
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