Developing a Framework for Individual Causal Discovery and its Application to Real Marketing Data

Abstract

In this paper, we propose a framework for discovering characteristic causal relation-ships for each person or thing, such as each individual customer in marketing and each individualdefective product in manufacturing. Our method enumerates all correlations from a given set ofsamples and discovers characteristic causalities by applying a causal discovery method to all sub-sets of samples identified by conditions derived from the correlations. After that, we can obtain acharacteristic causality for each new sample by identifying a condition that the new sample satis-fies. We also report experimental results on real marketing data to show the effectiveness of ourmethod.