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rmateus

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I suspect it was a simpler use case - they would group users into segments, and then craft different add strategies for each one (maybe based on other research or just expert opinion).

It is in this last process that it is individual-based. It is in this last process that AB tests are done individually as a function of the specific strategy applied to him/her

Multicriteria value decision analysis theory and methods are able to provide the solution to model the need (utility). For instance, in reinforcement learning the payoff (goal) function is always a given without any depth consideration about its construction. It can be modeled by using the methods referred previously.