Online Internet platforms require sophisticated marketing strategies to optimize user retention and platform revenue — a classical resource allocation problem. Traditional solutions adopt a two-stage pipeline: machine learning (ML) for predicting individual treatment effects to marketing actions, followed by operations research (OR) optimization for decision-making. This paradigm presents two fundamental technical challenges. First, the prediction-decision misalignment: Conventional ML methods focus solely on prediction accuracy without considering downstream optimization objectives, leading to improved predictive metrics that fail to translate to better decisions. Second, the bias-variance dilemma: Observational data suffers from multiple biases (e.g., selection bias, position bias), while experimental data (e.g., randomized controlled trials), though unbiased, is typically scarce and costly --- resulting in high-variance estimates. We propose **Bi**-level **D**ecision-**F**ocused **C**ausal **L**earning (**Bi-DFCL**) that systematically addresses these challenges. First, we develop an unbiased estimator of OR decision quality using experimental data, which guides ML model training through surrogate loss functions that bridge discrete optimization gradients. Second, we establish a bi-level optimization framework that jointly leverages observational and experimental data, solved via implicit differentiation. This novel formulation enables our unbiased OR estimator to correct learning directions from biased observational data, achieving optimal bias-variance tradeoff. Extensive evaluations on public benchmarks, industrial marketing datasets, and large-scale online A/B tests demonstrate the effectiveness of Bi-DFCL, showing statistically significant improvements over state-of-the-art. Currently, Bi-DFCL has been deployed across several marketing scenarios at Meituan, one of the largest online food delivery platforms in the world.

Marketing optimization plays an important role to enhance user engagement in online Internet platforms. Existing studies usually formulate this problem as a budget allocation problem and solve it by utilizing two fully decoupled stages, i.e., machine learning (ML) and operation research (OR). However, the learning objective in ML does not take account of the downstream optimization task in OR, which causes that the prediction accuracy in ML may be not positively related to the decision quality.

Online controlled experiments play a crucial role in enabling data-driven decisions across a wide range of companies. Variance reduction is an effective technique to improve the sensitivity of experiments, achieving higher statistical power while using fewer samples and shorter experimental periods. However, typical variance reduction methods (e.g., regression-adjusted estimators) are built upon the intuitional assumption of Gaussian distributions and cannot properly characterize the real business metrics with heavy-tailed distributions. Furthermore, outliers diminish the correlation between pre-experiment covariates and outcome metrics, greatly limiting the effectiveness of variance reduction.

Marketing is an important mechanism to increase user engagement and improve platform revenue, and heterogeneous causal learning can help develop more effective strategies. Most decision-making problems in marketing can be formulated as resource allocation problems and have been studied for decades. Existing works usually divide the solution procedure into two fully decoupled stages, i.e., machine learning (ML) and operation research (OR) --- the first stage predicts the model parameters and they are fed to the optimization in the second stage. However, the error of the predicted parameters in ML cannot be respected and a series of complex mathematical operations in OR lead to the increased accumulative errors. Essentially, the improved precision on the prediction parameters may not have a positive correlation on the final solution due to the side-effect from the decoupled design. In this paper, we propose a novel approach for solving resource allocation problems to mitigate the side-effects. Our key intuition is that we introduce the decision factor to establish a bridge between ML and OR such that the solution can be directly obtained in OR by only performing the sorting or comparison operations on the decision factor. Furthermore, we design a customized loss function that can conduct direct heterogeneous causal learning on the decision factor, an unbiased estimation of which can be guaranteed when the loss convergences. As a case study, we apply our approach to two crucial problems in marketing: the binary treatment assignment problem and the budget allocation problem with multiple treatments. Both large-scale simulations and online A/B Tests demonstrate that our approach achieves significant improvement compared with state-of-the-art.