# Benchmarking for Deep Uplift Modeling in Online Marketing

arXiv: https://arxiv.org/abs/2406.00335 · HTML: https://mlsanity.com/paper/2406.00335/

## Key facts

- Cited by 3 papers in the map (data through 14 Oct 2026).
- Builds on 14 of its 33 references that are in the map.
- First posted on arXiv 1 Jun 2024.

## Builds on (most cited first, 14 of 14)

- [Batch Normalization: Accelerating Deep Network Training by Reducing Internal Covariate Shift](https://mlsanity.com/paper/1502.03167/) (2015)
- [Estimation and Inference of Heterogeneous Treatment Effects using Random Forests](https://mlsanity.com/paper/1510.04342/) (2015)
- [Causal Effect Inference with Deep Latent-Variable Models](https://mlsanity.com/paper/1705.08821/) (2017)
- [Quasi-Oracle Estimation of Heterogeneous Treatment Effects](https://mlsanity.com/paper/1712.04912/) (2017)
- [Adapting Neural Networks for the Estimation of Treatment Effects](https://mlsanity.com/paper/1906.02120/) (2019)
- [Recursive Partitioning for Heterogeneous Causal Effects](https://mlsanity.com/paper/1504.01132/) (2015)
- [Nonparametric Estimation of Heterogeneous Treatment Effects: From Theory to Learning Algorithms](https://mlsanity.com/paper/2101.10943/) (2021)
- [On Inductive Biases for Heterogeneous Treatment Effect Estimation](https://mlsanity.com/paper/2106.03765/) (2021)
- [CausalML: Python Package for Causal Machine Learning](https://mlsanity.com/paper/2002.11631/) (2020)
- [Open Benchmarking for Click-Through Rate Prediction](https://mlsanity.com/paper/2009.05794/) (2020)
- [A Unified Framework for Marketing Budget Allocation](https://mlsanity.com/paper/1902.01128/) (2019)
- [Explicit Feature Interaction-aware Uplift Network for Online Marketing](https://mlsanity.com/paper/2306.00315/) (2023)
- [E-Commerce Promotions Personalization via Online Multiple-Choice Knapsack with Uplift Modeling](https://mlsanity.com/paper/2108.13298/) (2021)
- [Free Lunch! Retrospective Uplift Modeling for Dynamic Promotions Recommendation within ROI Constraints](https://mlsanity.com/paper/2008.06293/) (2020)

## Built on by (most cited first, 3 of 3)

- [Evaluating Uplift Modeling under Structural Biases: Insights into Metric Stability and Model Robustness](https://mlsanity.com/paper/2603.20775/) (2026)
- [TSCAN: Context-Aware Uplift Modeling via Two-Stage Training for Online Merchant Business Diagnosis](https://mlsanity.com/paper/2504.18881/) (2025)
- [Budget-Constrained Causal Bandits: Bridging Uplift Modeling and Sequential Decision-Making](https://mlsanity.com/paper/2604.26169/) (2026)

## Abstract (arXiv)

Online marketing is critical for many industrial platforms and business applications, aiming to increase user engagement and platform revenue by identifying corresponding delivery-sensitive groups for specific incentives, such as coupons and bonuses. As the scale and complexity of features in industrial scenarios increase, deep uplift modeling (DUM) as a promising technique has attracted increased research from academia and industry, resulting in various predictive models. However, current DUM still lacks some standardized benchmarks and unified evaluation protocols, which limit the reproducibility of experimental results in existing studies and the practical value and potential impact in this direction. In this paper, we provide an open benchmark for DUM and present comparison results of existing models in a reproducible and uniform manner. To this end, we conduct extensive experiments on two representative industrial datasets with different preprocessing settings to re-evaluate 13 existing models. Surprisingly, our experimental results show that the most recent work differs less than expected from traditional work in many cases. In addition, our experiments also reveal the limitations of DUM in generalization, especially for different preprocessing and test distributions. Our benchmarking work allows researchers to evaluate the performance of new models quickly but also reasonably demonstrates fair comparison results with existing models. It also gives practitioners valuable insights into often overlooked considerations when deploying DUM. We will make this benchmarking library, evaluation protocol, and experimental setup available on GitHub.