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...

For treatment effects - one of the core issues in modern econometric analysis - prediction and estimation are flip-sides of the same coin. As it turns out, machine learning methods are the tool for generalized prediction models. Combined with econometric theory allows us to estimate not only the...