Optimizing treatment allocation in the presence of interference

Daan Caljon, Jente Van Belle, Jeroen Berrevoets and Wouter Verbeke

European Journal of Operational Research, 2026, vol. 328, issue 2, 620-632

Abstract: In Influence Maximization (IM), the objective is to — given a budget — select the optimal set of entities in a network to target with a treatment so as to maximize the total effect. For instance, in marketing, the objective is to target the set of customers that maximizes the total response rate, resulting from both direct treatment effects on targeted customers and indirect, spillover, effects that follow from targeting these customers. Recently, new methods to estimate treatment effects in the presence of network interference have been proposed. However, the issue of how to leverage these models to make better treatment allocation decisions has been largely overlooked. Traditionally, in Uplift Modeling (UM), entities are ranked according to estimated treatment effect, and the top entities are allocated treatment. Since, in a network context, entities influence each other, the UM ranking approach will be suboptimal. The problem of finding the optimal treatment allocation in a network setting is NP-hard, and generally has to be solved heuristically. To fill the gap between IM and UM, we propose OTAPI: Optimizing Treatment Allocation in the Presence of Interference to find solutions to the IM problem using treatment effect estimates. OTAPI consists of two steps. First, a causal estimator is trained to predict treatment effects in a network setting. Second, this estimator is leveraged to identify an optimal treatment allocation by integrating it into classic IM algorithms. We demonstrate that this novel method outperforms classic IM and UM approaches on both synthetic and semi-synthetic datasets.

Keywords: Analytics; Causal inference; Uplift modeling; Influence maximization; Network analysis (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:eee:ejores:v:328:y:2026:i:2:p:620-632

DOI: 10.1016/j.ejor.2025.09.015

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