DOI: 10.1287/mksc.2022.0379 ISSN: 0732-2399
Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals
Ta-Wei Huang, Eva Ascarza- Marketing
- Business and International Management
The Targeting Operator Characteristic (TOC) evaluates the effectiveness of targeting treatments to individuals predicted to benefit the most, by comparing their average treatment effect (ATE) against the ATE for the entire population.