Uplift modeling is an area of machine learning which aims at predicting the causal effect of some action on a given individual. The action may be a medical procedure, marketing campaign, or any other circumstance controlled by the experimenter. Building an uplift model requires two training sets: the treatment group, where individuals have been subject to the action, and the control group, where no action has been performed. An uplift model allows then to assess the gain resulting from taking the action on a given individual, such as the increase in probability of patient recovery or of a product being purchased. This paper describes an adaptation of the well-known boosting techniques to the uplift modeling case. We formulate three desirable properties which an uplift boosting algorithm should have. Since all three properties cannot be satisfied simultaneously, we propose three uplift boosting algorithms, each satisfying two of them. Experiments demonstrate the usefulness of the proposed methods, which often dramatically improve performance of the base models and are thus new and powerful tools for uplift modeling.
Some work has also been published on using ensemble methods for uplift modeling, although, to the best of our knowledge, none of them on boosting. Bagging of uplift models has been mentioned in @cite_10 . Uplift Random Forests have been proposed by @cite_6 ; an extension, called causal conditional inference trees was proposed by the same authors in @cite_0 . A thorough experimental and theoretical analysis of bagging and random forests in uplift modeling can be found in @cite_17 where it is argued that ensemble methods are especially well suited to this task and that bagging performs surprisingly well.
@cite_0 @cite_10 @cite_6 @cite_17
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Uplift modeling is a branch of machine learning which aims at predicting the causal effect of an action such as a marketing campaign or a medical treatment on a given individual by taking into account responses in a treatment group, containing individuals subject to the action, and a control group serving as a background. The resulting model can then be used to select individuals for whom the action will be most profitable. This paper analyzes the use of ensemble methods: bagging and random forests in uplift modeling. We perform an extensive experimental evaluation to demonstrate that the application of those methods often results in spectacular gains in model performance, turning almost useless single models into highly capable uplift ensembles. The gains are much larger than those achieved in case of standard classification. We show that those gains are a result of high ensemble diversity, which in turn is a result of the differences between class probabilities in the treatment and control groups being harder to model than the class probabilities themselves. The feature of uplift modeling which makes it difficult thus also makes it amenable to the application of ensemble methods. As a result, bagging and random forests emerge from our evaluation as key tools in the uplift modeling toolbox. Breiman (2001a,b) has recently developed an ensemble classification and regression approach that displayed outstanding performance with regard prediction error on a suite of benchmark datasets. As the base constituents of the ensemble are tree-structured predictors, and since each of these is constructed using an injection of randomness, the method is called ‘random forests’. That the exceptional performance is attained with seemingly only a single tuning parameter, to which sensitivity is minimal, makes the methodology all the more remarkable. The individual trees comprising the forest are all grown to maximal depth. While this helps with regard bias, there is the familiar tradeoff with variance. However, these variability concerns were potentially obscured because of an interesting feature of those benchmarking datasets extracted from the UCI machine learning repository for testing: all these datasets are hard to overfit using tree-structured methods. This raises issues about the scope of the repository. With this as motivation, and coupled with experience from boosting methods, we revisit the formulation of random forests and investigate prediction performance on real-world and simulated datasets for which maximally sized trees do overfit. These explorations reveal that gains can be realized by additional tuning to regulate tree size via limiting the number of splits and or the size of nodes for which splitting is allowed. Nonetheless, even in these settings, good performance for random forests can be attained by using larger (than default) primary tuning parameter values. This review presents a unified, efficient model of random decision forests which can be applied to a number of machine learning, computer vision, and medical image analysis tasks. Our model extends existing forest-based techniques as it unifies classification, regression, density estimation, manifold learning, semi-supervised learning, and active learning under the same decision forest framework. This gives us the opportunity to write and optimize the core implementation only once, with application to many diverse tasks. The proposed model may be used both in a discriminative or generative way and may be applied to discrete or continuous, labeled or unlabeled data. The main contributions of this review are: (1) Proposing a unified, probabilistic and efficient model for a variety of learning tasks; (2) Demonstrating margin-maximizing properties of classification forests; (3) Discussing probabilistic regression forests in comparison with other nonlinear regression algorithms; (4) Introducing density forests for estimating probability density functions; (5) Proposing an efficient algorithm for sampling from a density forest; (6) Introducing manifold forests for nonlinear dimensionality reduction; (7) Proposing new algorithms for transductive learning and active learning. Finally, we discuss how alternatives such as random ferns and extremely randomized trees stem from our more general forest model. This document is directed at both students who wish to learn the basics of decision forests, as well as researchers interested in the new contributions. It presents both fundamental and novel concepts in a structured way, with many illustrative examples and real-world applications. Thorough comparisons with state-of-the-art algorithms such as support vector machines, boosting and Gaussian processes are presented and relative advantages and disadvantages discussed. The many synthetic examples and existing commercial applications demonstrate the validity of the proposed model and its flexibility. Most classification approaches aim at achieving high prediction accuracy on a given dataset. However, in most practical cases, some action such as mailing an offer or treating a patient is to be taken on the classified objects, and we should model not the class probabilities themselves, but instead, the change in class probabilities caused by the action. The action should then be performed on those objects for which it will be most profitable. This problem is known as uplift modeling, differential response analysis, or true lift modeling, but has received very little attention in machine learning literature. An important modification of the problem involves several possible actions, when for each object, the model must also decide which action should be used in order to maximize profit. In this paper, we present tree-based classifiers designed for uplift modeling in both single and multiple treatment cases. To this end, we design new splitting criteria and pruning methods. The experiments confirm the usefulness of the proposed approaches and show significant improvement over previous uplift modeling techniques.