cs.LGAug 12, 2026

Certifying What Helps Customer-Return Timing: A Screen-and-Confirm Test for Conditioning Signals, and Why Decay Is Nearly Enough

Authors: Sang Su Lee, Vineeth Loganathan, Shishir Dash, Vijay Raghavan

Abstract

Practitioners enrich customer-return models with ever more signals (lifetime value, category, recency/frequency, calendar, geography), and the temporal-point-process (TPP) literature follows suit with covariate- and external-covariate-conditioned intensities. But does any of it improve the timing, and how would you know? A null ("feature X doesn't help") is only meaningful if the model could have found a signal. We make two contributions--a method and a measurement--to answer this credibly. (i) A screen-and-confirm protocol that certifies whether a candidate signal improves a TPP's event-timing likelihood: a positive control plants a coupling of known strength and confirms the model recovers it, so a real-data null can be read as "no signal" rather than "weak method." The control is validated for categorical and continuous encodings, and on a real clock-driven dataset (NYC taxi hour-of-day). (ii) A model-free ceiling quantifying how little of customer-return timing is point-predictable at all (a single-digit percentage of gap variance from any covariate; returns are near-memoryless). With these we certify a clean result on three public benchmarks (Amazon, Taobao, RetailRocket) and a real marketplace (Thumbtack): the inter-event clock--continuous-time decay, long known to beat frozen-intensity models--is nearly sufficient, and the conditioning the field keeps adding is redundant or harmful on top of it (statistically null on the public benchmarks, at most 0.06 NLL; null to mildly harmful on the marketplace). We do not claim to discover that decay helps; our contribution is the tools that turn "conditioning doesn't help" into a checkable, certified statement--plus an honest-evaluation account of the read-out/leakage pitfalls we hit and retracted.

Explore similar work

CardsList
Jun 17, 2026stat.AP

Estimating the Effect of Timing on Coupon Effectiveness

The coupon incentive is one of the most common tools marketers use to court users to engage with a business at various stages of the customer life cycle. A variety of factors can affect the effectiveness of a coupon incentive on users, timing being one of them. We hypothesize that coupons can be more effective when delivered at critical times in the customer journey, right when a user is engaging with the platform. Verifying such a hypothesis would typically require real time event-triggered coupon distribution software that may be too expensive to implement. In this paper, we propose a framework in which we apply causal inference on "natural randomized control trial experiments" to measure the effectiveness of sending coupons at the right time to users without requiring a dedicated AB test. We demonstrate the usefulness of our framework in the case of a user onboarding coupon campaign held in our company and show how the results can lead to correct data-driven decisions for the business. Furthermore, in order to test the generalizability of our framework, and to make our research more reproducible, we apply our framework on a user retention campaign with a publicly available dataset.
Deddy Jobson
Funnel EfficiencyCausal InferencesLifecycle
AskPDF
Aug 10, 2026cs.LG

Evaluating Generative Time-Series Models on Data with Point Masses

Many of the series that generative time-series models are benchmarked on place a large probability mass on a single value --- it does not rain, no ride is requested, no part is ordered. We report what happens when such data is evaluated carefully. First, the standard rolling-origin protocol can score a model on a window whose atom structure bears no resemblance to the dataset: on one benchmark the dataset is 42%42\% zeros and the evaluation windows are 13%13\%, on another 47%47\% against 5%5\%. This is not a cosmetic problem --- it reversed one of our own conclusions, turning the strongest occurrence model in our study into what looked like a cautionary tale. Second, we give a control in which CRPS is invariant \emph{by construction} while the temporal coupling is destroyed, which measures exactly how much that coupling contributes to a chosen statistic. Third, benchmarking seven models on a matched protocol over five seeds, an autoregressive hurdle beats a conditional flow on five of six datasets, by up to a factor of 153153, while the flow's own occurrence statistics vary by up to 62%62\% across training seeds and every baseline is deterministic. Finally, the model ordering is not the same under five different occurrence statistics, and the two that do not share a construction agree with each other least.
Jian Xu
Synthetic Time SeriesDeterminantal Point ProcessStatistical ModelsGenerative ModelsModel EvaluationAutoregressive Model+1
AskPDF
May 24, 2026cs.LG

Selective Test-Time Compute Scaling for Click-Through Rate Prediction via Uncertainty-Triggered Feature Path Exploration

Scaling test-time compute has proven highly effective for language models, yet this opportunity remains largely unexplored for industrial Click-Through Rate (CTR) prediction. CTR models suffer from a fundamental asymmetry: feature combinations well-represented in training yield confident predictions, while sparsely observed ones produce unreliable outputs. Existing training-phase solutions such as adaptive gating learn a fixed selection function subject to the same sparsity, offering no per-instance recourse at deployment.We propose UTTSI (Uncertainty-Triggered Test-Time Selective Inference), a training-free model-agnostic framework that scales inference depth proportionally to per-instance uncertainty. A dual-signal estimator combining model logit confidence with a data-level frequency prior distinguishes epistemic uncertainty from aleatoric ambiguity. Every instance undergoes adaptive feature filtering to remove unreliable embeddings; uncertain instances additionally receive stochastic feature-path explorations whose predictions are aggregated via consistency-weighted ensembling. Confident instances bypass exploration entirely, keeping average overhead at approximately 2.8×2.8\times base model cost with worst-case latency unchanged.Experiments on four datasets with three backbone architectures demonstrate consistent, statistically significant gains over all training-phase baselines. A seven-day online A/B test further confirms a 5.3% relative CTR gain (p<0.01p < 0.01), establishing selective test-time compute allocation as a practical complement to training-phase advances for CTR prediction.
Moyu Zhang, Yun Chen, Yujun Jin +3
Click-Through Rate PredictionTest TimeNeural Scaling LawsEfficient Exploration
AskPDF