Webinars
Analytics Rebroadcast: BEAT Unintended Bias in Personalized Policies
Data Challenges from Business Disruption – Solutions and Opportunities
Beginning in August 2022, MSI will broadcast each session from our 2022 Analytics Conference weekly on Tuesdays from 12:30-1:00pm ET. Attendees will be able to pose questions to be answered live or within a week of the broadcast. This event is open to corporate members. Please make sure to login to your account in order to register.
This session will present BEAT (Bias Eliminating Adapted Trees), a practical solution to overcome those biases. Specifically, BEAT allows marketers to target customers based on receptivity to marketing actions — hence capturing value from targeting — while ensuring that the allocation of resources is balanced concerning the customer base (or population).
speaker
Eva Ascarza is the Jakurski Family Associate Professor of Business Administration in the Marketing Unit. She is the co-founder of the Customer Intelligence Lab at the D^3 institute at Harvard Business School. As a marketing modeler, Professor Ascarza uses tools from statistics, economics, and machine learning to answer relevant marketing questions. Her main research areas are customer management (with special attention to the problem of customer retention), Personalization and Targeting, Marketing AI, and algorithmic decision making. She uses field experimentation (e.g., A/B testing) as well as econometric modeling and machine learning tools not only to understand and predict patterns of behavior, but also to optimize the impact of firms’ marketing interventions.