Marketing messages are most effective if they reach the right customers. Deciding which customers to contact is thus an important task in campaign planning. The paper focuses on empirical targeting models. We argue that common practices to develop such models do not account sufficiently for...

Customer scoring models are the core of scalable direct marketing. Uplift models provide an estimate of the incremental benefit from a treatment that is used for operational decision-making. Training and monitoring of uplift models require experimental data. However, the collection of data under...

This study provides a formal analysis of the customer targeting decision problem in settings where the cost for marketing action is stochastic and proposes a framework to efficiently estimate the decision variables for campaign profit optimization. Targeting a customer is profitable if the...