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Using data from online retailers, we fill this gap and contribute to literature through consolidating prior work on uplift modeling and systematically comparing the predictive performance and utility of available uplift modeling strategies. Our empirical study includes three experiments in which we examine the interaction between an uplift modeling strategy and the underlying machine learning algorithm to implement the strategy, quantify model performance in terms of business value and demonstrate the advantages of uplift models over response models, which are widely used in marketing. The results facilitate making specific recommendations how to deploy uplift models in e-commerce applications.<\/jats:p>","DOI":"10.1142\/s0219622019500172","type":"journal-article","created":{"date-parts":[[2019,3,15]],"date-time":"2019-03-15T08:21:02Z","timestamp":1552638062000},"page":"747-791","source":"Crossref","is-referenced-by-count":22,"title":["Conversion Uplift in E-Commerce: A Systematic Benchmark of Modeling Strategies"],"prefix":"10.1142","volume":"18","author":[{"given":"Robin","family":"Gubela","sequence":"first","affiliation":[{"name":"School of Business and Economics, Humboldt-University of Berlin, Unter den Linden 6, 10099 Berlin, Germany"}]},{"given":"Artem","family":"Bequ\u00e9","sequence":"additional","affiliation":[{"name":"School of Business and Economics, Humboldt-University of Berlin, Unter den Linden 6, 10099 Berlin, Germany"}]},{"given":"Stefan","family":"Lessmann","sequence":"additional","affiliation":[{"name":"School of Business and Economics, Humboldt-University of Berlin, Unter den Linden 6, 10099 Berlin, Germany"}]},{"given":"Fabian","family":"Gebert","sequence":"additional","affiliation":[{"name":"Data Science Department, Akanoo GmbH, Mittelweg 121, 20148 Hamburg, Germany"}]}],"member":"219","published-online":{"date-parts":[[2019,6,10]]},"reference":[{"key":"S0219622019500172BIB001","doi-asserted-by":"publisher","DOI":"10.1142\/S0219622006001861"},{"key":"S0219622019500172BIB002","doi-asserted-by":"publisher","DOI":"10.1145\/280324.280330"},{"key":"S0219622019500172BIB003","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2007.05.004"},{"key":"S0219622019500172BIB004","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-319-56941-3_10"},{"key":"S0219622019500172BIB005","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.2017.2752"},{"key":"S0219622019500172BIB006","doi-asserted-by":"publisher","DOI":"10.1057\/s41270-016-0007-x"},{"key":"S0219622019500172BIB007","doi-asserted-by":"publisher","DOI":"10.1142\/S0219622010004135"},{"key":"S0219622019500172BIB008","doi-asserted-by":"publisher","DOI":"10.1142\/S0219622006002271"},{"key":"S0219622019500172BIB009","doi-asserted-by":"publisher","DOI":"10.1016\/j.eswa.2015.06.054"},{"key":"S0219622019500172BIB010","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.2016.2450"},{"key":"S0219622019500172BIB011","doi-asserted-by":"publisher","DOI":"10.1287\/isre.2015.0568"},{"key":"S0219622019500172BIB012","doi-asserted-by":"publisher","DOI":"10.1016\/j.ejor.2015.01.001"},{"key":"S0219622019500172BIB013","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-319-41561-1_5"},{"key":"S0219622019500172BIB014","doi-asserted-by":"publisher","DOI":"10.1108\/JRIM-10-2015-0080"},{"key":"S0219622019500172BIB015","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2017.03.005"},{"key":"S0219622019500172BIB016","doi-asserted-by":"publisher","DOI":"10.1142\/S0219622010004020"},{"key":"S0219622019500172BIB017","first-page":"43","volume":"2","author":"Rzepakowski P.","year":"2012","journal-title":"Journal of Telecommunications and Information Technology"},{"key":"S0219622019500172BIB018","first-page":"14","volume":"3","author":"Radcliffe N. 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