Causal mediation analysis for zero-inflated longitudinal data in the presence of treatment non-compliance and multiple mediators

Abstract

Understanding whether a digital marketing campaign is effective is central to designing effective customer engagement strategies. We analyze a large-scale, longitudinal promotional email campaign conducted by a U.S.\ retailer to evaluate how value-added incentives, such as free shipping, compare with traditional price discounts in influencing customer purchasing behavior. The analysis is complicated by non-compliance, due to not opening emails, multiple longitudinal mediators, and zero-inflated mediators and purchase outcomes. To address these challenges, we develop a Bayesian causal mediation framework based on enriched Dirichlet process mixture models and estimate the causal estimands using a scalable G-computation algorithm. We show that analyses ignoring email-opening behavior substantially attenuate estimated effects. Value-added incentives consistently outperform price discounts, yielding higher estimated potential purchase amounts, with benefits accumulating over time. We design an individualized sequential emailing strategy that optimizes expected purchase count in the observed data.