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Matching via Dimensionality Reduction for Estimation of Treatment Effects in Digital Marketing Campaigns

机译:通过维度降低估算数字营销活动中的治疗效果的维数

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A widely used method for estimating counterfactuals and causal treatment effects from observational data is nearest-neighbor matching. This typically involves pairing each treated unit with its nearest-in-covariates control unit, and then estimating an average treatment effect from the set of matched pairs. Although straightforward to implement, this estimator is known to suffer from a bias that increases with the dimensionality of the covariate space, which can be undesirable in applications that involve high-dimensional data. To address this problem, we propose a novel estimator that first projects the data to a number of random linear sub-spaces, and it then estimates the median treatment effect by nearest-neighbor matching in each sub-space. We empirically compute the mean square error of the proposed estimator using semi-synthetic data, and we demonstrate the method on real-world digital marketing campaign data. The results show marked improvement over baseline methods.
机译:用于估计来自观察数据的反事实和因果处理效果的广泛使用的方法是最近的邻居匹配。这通常涉及将每个处理的单元与其最近的协变量控制单元配对,然后估计来自匹配对的一组匹配对的平均处理效果。虽然实施直接实现,但是已知该估计器遭受与协变量空间的维度增加的偏差,这在涉及高维数据的应用中可能是不希望的。为了解决这个问题,我们提出了一种新颖的估计器,首先将数据投影到多个随机线性子空间,然后通过每个子空间中的最近邻居匹配估计中值治疗效果。我们使用半合成数据凭经验计算所提出的估计器的均方误差,我们展示了现实世界数字营销活动数据的方法。结果显示了基线方法的显着改善。

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