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Targeting and Propensity Score Model (Part II)

In: Marketing Analytics and Data Science

Author

Listed:
  • Xiaojing Dong

    (Santa Clara University, Leavey School of Business)

Abstract

This chapter builds on the previous one by addressing common challenges encountered when applying the propensity score approach to identify the correct targets.

Suggested Citation

  • Xiaojing Dong, 2026. "Targeting and Propensity Score Model (Part II)," Springer Books, in: Marketing Analytics and Data Science, chapter 0, pages 113-140, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-11130-2_7
    DOI: 10.1007/978-3-032-11130-2_7
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