Unit Selection: Case Study and Comparison with A/B Test Heuristic

2022/10/10 by Ang Li, Judea Pearl, Li, Ang +1 · 1 citation
Computer Science · Decision Sciences · Economics, Econometrics and Finance · #Artificial Intelligence (cs.AI) #Bayesian Modeling and Causal Inference #Discrete Mathematics (cs.DM) #FOS: Computer and information sciences #Game Theory and Applications #Game Theory and Voting Systems

paper · pdf · doi:10.48550/arxiv.2210.05030

openalex publication_date 2022/10/10 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/28

Abstract

The unit selection problem defined by Li and Pearl identifies individuals who have desired counterfactual behavior patterns, for example, individuals who would respond positively if encouraged and would not otherwise. Li and Pearl showed by example that their unit selection model is beyond the A/B test heuristics. In this paper, we reveal the essence of the A/B test heuristics, which are exceptional cases of the benefit function defined by Li and Pearl. Furthermore, We provided more simulated use cases of Li-Pearl's unit selection model to help decision-makers apply their model correctly, explaining that A/B test heuristics are generally problematic.

Cited by

• Statistical Decision Theory with Counterfactual Loss

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