Loss Functions for Discrete Contextual Pricing with Observational Data

Understand

We study a pricing setting where each customer is offered a contextualized price based on customer and/or product features.

• Often only historical sales data are available, so we observe whether a customer purchased a product at the price prescribed rather than the customer's true valuation.
• Such observational data are influenced by historical pricing policies, which introduce difficulties in evaluating the effectiveness of future policies.
• The goal of this paper is to formulate loss functions that can be used for evaluating pricing policies directly from observational data, rather than going through an intermediate demand estimation stage, which may suffer from bias.