Optimizing Coupon Distribution with an Uplift Model

Speaker

Wu Weiwei – eBay Data Analysis Manager

Wu holds a B.Sc. and M.Sc. in Statistics from Shanghai University of Finance and Economics (2018) and has worked at ByteDance Online Education, TikTok, and NIO Autonomous Driving before joining eBay China Analytics Center as a data analyst focusing on cross‑border transaction category analysis and seller management.

Talk Title

Optimizing Coupon Distribution with an Uplift Model

Talk Introduction and Outline

Intelligent marketing is permeating all industries, aiming to stimulate user behavior through promotional tactics. The core challenge is measuring the incremental effect of marketing interventions—what would users have done without the promotion—to avoid wasting budget on users who would convert anyway.

This session uses an e‑commerce merchant subsidy campaign as a case study to demonstrate how to build an uplift model, identify marketing‑sensitive audiences, and drive allocation strategies.

Audience Benefits

1. Understand the causal inference methodology behind uplift models through concrete examples.

2. Learn how causal inference techniques find the optimal model solution.

3. Discover how to broadly apply causal‑inference thinking to improve business efficiency across commercial scenarios.

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