Simultaneously Learning and Optimizing Using Controlled Variance Pricing 2: Certainty Equivalent Pricing Fails to Converge to the Optimal Price with Positive ProbabilityResearch Paper
Why myopic pricing is a problem
A seller who does not know how demand responds to price has to learn the demand curve from its own sales while it is selling. The most natural policy is certainty equivalent pricing (also called myopic pricing or passive learning): after every period, estimate the unknown demand parameters from all data collected so far, and charge the price that would be optimal if the estimates were the truth. It is simple, uses all data, and is what a price manager would do without further thought.
den Boer and Zwart (Management Science 60(3):770–783, 2014) show that this policy can fail. In the linear-demand, Gaussian-noise model, the prices it produces fail to converge to the optimal price with positive probability: the policy is not strongly consistent. The result motivates the paper's main contribution, controlled variance pricing, which adds just enough price dispersion to keep learning (treated in the companion mission of this series).
The phenomenon has a history in adaptive control:
- 1976. Anderson and Taylor study the linear system controlled by a certainty equivalent rule that steers to a target, and examine by simulation the statistical properties of the least squares estimates it produces (Econometrica 44(6), 1976).
- 1982. Lai and Robbins (Adv. Appl. Math. 3(1), 1982) prove that there are parameter values for which the certainty equivalent controls converge with positive probability to a value different from the optimal control.
- 2014. den Boer and Zwart adapt the argument to revenue maximization with linear demand, without the conditions Lai and Robbins place on the initial inputs and the input bounds: any two different initial prices in give the failure with positive probability.
Setting
A monopolist sells one product in periods at prices from an interval with . The demand in period is
where are independent random variables. The parameters are unknown to the seller and satisfy , , , . The expected revenue at price is , maximized at the optimal price
Certainty equivalent pricing charges two different initial prices in . After periods it computes the least squares estimates , the solution of the normal equations , and charges
with when the estimated slope is nonnegative.
Formalization targets
Goal: Proposition 1
The goal states only the failure of convergence, for every admissible parameter and every pair of different initial prices; it does not fix where the prices go.
Stronger: the prices stick at the boundary
This is what the paper's argument establishes; since it implies the goal.
Milestones
The milestones are the displayed steps of the appendix proof, in attack order: the determinant of the coefficient matrix of the linear system (12); the bound for ; positivity of the probability of an explicit event on the noise for large ; the case (the first fitted line pushes to ); the representation of the least squares error; recursive and closed forms of and ; and the deterministic induction that every noise path in keeps the price at forever.
Significance
The result is the standard counterexample to certainty equivalence in dynamic pricing. It shows that estimation and optimization cannot be separated naively: a policy that always exploits its current estimate can lock itself into a price at which the data no longer move the estimate enough to correct it. Every later policy in this literature that forces exploration (controlled variance pricing, semi-myopic policies, constrained iterated least squares) is designed against this failure, and its necessity is argued by pointing to results of this kind.
The result is proved in the paper; nothing here is open. To our knowledge it has no machine-checked proof. Formalizing it adds:
- a verified pathwise analysis of the least squares recursion along a price path, reusable for other proofs about adaptive estimation with two parameters;
- a verified maximal bound for running means of i.i.d. Gaussian noise, of the kind used in many consistency proofs;
- a clean probabilistic statement of the failure, against which consistency results for exploration policies can later be contrasted.
Difficulty
The obvious heuristic, "with positive probability the first two observations are so noisy that the fitted slope is wrong", is not enough: one bad estimate is corrected by later data unless the policy stops generating informative data. The proof has to control the whole infinite future. It does so by showing that on a single event, defined through the first two noise values and a uniform bound on all later running means, the price stays at forever, which requires the closed form of the least squares estimate along a price path that is constant from period 3 on. That event involves infinitely many noise variables, so its probability is positive only through a maximal inequality, and independence between and the later noise. A second subtlety is the choice of constants: the size of the band enters the conditions on , so the order in which and the set of admissible are chosen matters (the printed proof picks them in a circular order; a non-circular choice exists).
Formalization scope
- Model.
CVPricing.CertEquiv.Modelbundles with the standing assumptions of §2 as fields, including (the paper's neighbourhood assumption specialized to linear demand). The noise is the referenced published definitionRobustBooking.Shared.GaussianNoise(measurable, mutually independent, each ); its Lean index is period , so the paper's isε (i - 1). - Policy.
cePriceis a deterministic recursion on a noise path, so the random price process is obtained by evaluating it at . Periods are 1-based. The least squares estimate is the referencedKeskinZeevi.SufficientConditions.lsEstimateOf, the solution of the normal equations (4), unique whenever . The certainty equivalent rule is the projection of onto when , and when ; the latter is the convention the paper's proof adopts for wrong-signed estimates. - Corrected slips. The definition of the event is printed with "" (read ) and with its second line missing a factor on the term ; both are restored as in (12) and the last display of the proof. The intercept of the first fitted line is printed without ; the correct intercept is stated, and the printed condition remains sufficient for .
- WLOG. The steps of the proof assume and are stated under that ordering; the goal and the stronger statement cover .
- No trivialization. The goal is a statement about the Gaussian law of the noise: a theorem that exhibits one bad noise path, or that assumes , does not prove it. The event in the goal is a set of outcomes whose measurability is not asserted.
- Welcome contributions. Kolmogorov's maximal inequality for sums of independent square-integrable variables; least squares identities for two-parameter regression; the independence argument separating from the later noise.
Selected references
- A. V. den Boer, B. Zwart, Simultaneously Learning and Optimizing Using Controlled Variance Pricing, Management Science 60(3):770–783, 2014. https://doi.org/10.1287/mnsc.2013.1788
- T. L. Lai, H. Robbins, Iterated least squares in multiperiod control, Advances in Applied Mathematics 3(1):50–73, 1982. https://doi.org/10.1016/S0196-8858(82)80005-5
- T. W. Anderson, J. B. Taylor, Some experimental results on the statistical properties of least squares estimates in control problems, Econometrica 44(6):1289–1302, 1976. https://doi.org/10.2307/1914261
- Y. S. Chow, H. Teicher, Probability Theory: Independence, Interchangeability, Martingales, 3rd ed., Springer, 2003. https://doi.org/10.1007/978-1-4612-1950-7