Techniques train a tree to identify offers to send to a particular customer. Messages that include offers and having attributes are sent to a target user group. Feature measure results from the messages on the target user group, is used with feature measure results for a control user group, to train the tree with branch splits being identified based on maximizing an information gain from the feature measure results for a message/user attribute, where each node within the tree includes target and control distributions for the feature measure. The tree is traversed for a given marketing message/user, drawing randomly from feature measure distributions in the tree to determine whether to send the given marketing message to the user. By drawing randomly from the feature measure distributions, exploration and exploitation of various messages may be performed to minimize ignoring of messages that may have an information gain for particular customers.
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