oransim-causal-marketing-twin
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ChineseOransim — Causal Digital Twin for Marketing
Oransim — 营销领域的因果数字孪生工具
Skill by ara.so — Daily 2026 Skills collection.
Oransim is an open-source causal simulation engine for marketing teams. It lets you predict campaign ROI, run counterfactual "what if" scenarios (swap KOLs, reallocate budget, change platforms), and audit every prediction through a transparent 64-node causal graph — before spending a dollar.
Core capabilities:
- Pre-launch ROI ranking across creative × KOL × budget combinations
- Mid-campaign -operator rollouts (e.g. swap KOL on day 3, see 14-day path diff)
do() - Post-mortem counterfactuals (what if we'd spent on 小红书 instead of 抖音?)
- LLM-backed "soul personas" for 1M+ virtual consumer agents
- Causal Neural Hawkes Process for temporal cascade simulation
- Per-arm counterfactual heads (TARNet / Dragonnet architecture)
来自ara.so的技能工具——2026每日技能合集。
Oransim是面向营销团队的开源因果模拟引擎。它能让你在投入任何资金前,预测营销活动ROI、运行「假设场景」反事实模拟(替换KOL、重新分配预算、更换平台),并通过透明的64节点因果图审核每一项预测结果。
核心功能:
- 创意×KOL×预算组合的活动启动前ROI排名
- 活动进行中的算子部署(例如:第3天替换KOL,查看14天路径差异)
do() - 活动复盘反事实分析(如果我们把预算投给小红书而不是抖音会怎样?)
- 基于LLM的「灵魂人设」,支持超100万虚拟消费者Agent
- 用于时间级联模拟的Causal Neural Hawkes Process
- 基于TARNet/Dragonnet架构的单臂反事实头部模型
Installation
安装
bash
git clone https://github.com/OranAi-Ltd/oransim.git
cd oransim
pip install -e '.[dev]'bash
git clone https://github.com/OranAi-Ltd/oransim.git
cd oransim
pip install -e '.[dev]'Backend (mock mode — no API key needed)
后端(模拟模式——无需API密钥)
bash
LLM_MODE=mock python -m uvicorn oransim.api:app --port 8001bash
LLM_MODE=mock python -m uvicorn oransim.api:app --port 8001Backend (real LLM pipeline)
后端(真实LLM流水线)
bash
LLM_MODE=api \
LLM_API_KEY=$YOUR_LLM_API_KEY \
LLM_MODEL=gpt-4o \
python -m uvicorn oransim.api:app --port 8001bash
LLM_MODE=api \
LLM_API_KEY=$YOUR_LLM_API_KEY \
LLM_MODEL=gpt-4o \
python -m uvicorn oransim.api:app --port 8001Frontend
前端
bash
python -m http.server 8090 --directory frontendbash
python -m http.server 8090 --directory frontend
---
---Configuration
配置
All config via environment variables (see ):
.env.examplebash
undefined所有配置通过环境变量实现(参考):
.env.examplebash
undefinedLLM mode: "mock" (deterministic stubs) or "api" (real LLM)
LLM模式:"mock"(确定性桩代码)或 "api"(真实LLM)
LLM_MODE=api
LLM_MODE=api
Provider: openai (default), anthropic, gemini, qwen
服务商:openai(默认)、anthropic、gemini、qwen
LLM_PROVIDER=openai
LLM_PROVIDER=openai
API key (also accepts provider-specific: OPENAI_API_KEY, ANTHROPIC_API_KEY, etc.)
API密钥(也支持服务商专属密钥:OPENAI_API_KEY、ANTHROPIC_API_KEY等)
LLM_API_KEY=sk-...
LLM_API_KEY=sk-...
Model
模型
LLM_MODEL=gpt-4o
LLM_MODEL=gpt-4o
Custom base URL (DeepSeek, vLLM, etc.)
自定义基础URL(DeepSeek、vLLM等)
LLM_BASE_URL=https://api.deepseek.com/v1
undefinedLLM_BASE_URL=https://api.deepseek.com/v1
undefinedProvider quick-reference
服务商速查表
| Provider | | | Example model |
|---|---|---|---|
| OpenAI | | | |
| DeepSeek | | | |
| vLLM (local) | | | any |
| Anthropic | | (default) | |
| Gemini | | (default) | |
| Qwen | | (default) | |
| 服务商 | | | 示例模型 |
|---|---|---|---|
| OpenAI | | | |
| DeepSeek | | | |
| vLLM(本地) | | | 任意模型 |
| Anthropic | | (默认) | |
| Gemini | | (默认) | |
| Qwen | | (默认) | |
Key API Endpoints
核心API端点
All endpoints served at .
http://localhost:8001所有端点均部署在。
http://localhost:8001POST /api/predict
— Run a campaign simulation
/api/predictPOST /api/predict
— 运行营销活动模拟
/api/predictpython
import httpx
payload = {
"campaign": {
"name": "Summer Beauty Launch",
"platform": "xhs", # xhs | douyin | tiktok
"budget": 500000, # CNY
"duration_days": 14,
"creatives": [
{"id": "vid_A", "type": "video", "duration_sec": 30},
{"id": "vid_B", "type": "video", "duration_sec": 60},
],
"kols": [
{"id": "kol_001", "tier": "mid", "vertical": "beauty", "fans": 250000},
{"id": "kol_002", "tier": "koc", "vertical": "skincare", "fans": 45000},
],
"budget_split": {"xhs": 0.6, "douyin": 0.4},
},
"mode": "fast", # "fast" (quantile baseline) | "full" (LLM agent simulation)
"n_simulations": 100,
}
response = httpx.post("http://localhost:8001/api/predict", json=payload, timeout=120)
result = response.json()
print(result["roi"]["p50"]) # median ROI
print(result["roi"]["p35"]) # lower confidence band
print(result["roi"]["p65"]) # upper confidence band
print(result["causal_path"]) # which nodes drove the predictionpython
import httpx
payload = {
"campaign": {
"name": "Summer Beauty Launch",
"platform": "xhs", # xhs | douyin | tiktok
"budget": 500000, # 人民币
"duration_days": 14,
"creatives": [
{"id": "vid_A", "type": "video", "duration_sec": 30},
{"id": "vid_B", "type": "video", "duration_sec": 60},
],
"kols": [
{"id": "kol_001", "tier": "mid", "vertical": "beauty", "fans": 250000},
{"id": "kol_002", "tier": "koc", "vertical": "skincare", "fans": 45000},
],
"budget_split": {"xhs": 0.6, "douyin": 0.4},
},
"mode": "fast", # "fast"(分位数基线)| "full"(LLM Agent模拟)
"n_simulations": 100,
}
response = httpx.post("http://localhost:8001/api/predict", json=payload, timeout=120)
result = response.json()
print(result["roi"]["p50"]) # 中位数ROI
print(result["roi"]["p35"]) # 置信区间下限
print(result["roi"]["p65"]) # 置信区间上限
print(result["causal_path"]) # 驱动预测结果的节点路径GET /api/graph/inspect
— Audit the causal graph
/api/graph/inspectGET /api/graph/inspect
— 审核因果图
/api/graph/inspectpython
import httpx, json
graph = httpx.get("http://localhost:8001/api/graph/inspect").json()
print(f"Nodes: {len(graph['nodes'])}") # 64 nodes
print(f"Edges: {len(graph['edges'])}") # 117 edgespython
import httpx, json
graph = httpx.get("http://localhost:8001/api/graph/inspect").json()
print(f"节点数: {len(graph['nodes'])}") # 64个节点
print(f"边数: {len(graph['edges'])}") # 117条边Find all paths from budget allocation to purchase intent
查找从预算分配到购买意愿的所有路径
for edge in graph["edges"]:
if edge["source"] == "budget_allocation":
print(edge)
undefinedfor edge in graph["edges"]:
if edge["source"] == "budget_allocation":
print(edge)
undefinedPOST /api/sandbox/counterfactual
— Mid-campaign KOL swap
/api/sandbox/counterfactualPOST /api/sandbox/counterfactual
— 活动进行中替换KOL
/api/sandbox/counterfactualpython
import httpxpython
import httpxScenario: campaign running, day 3, swap KOL
场景:活动已进行3天,替换KOL
counterfactual = httpx.post(
"http://localhost:8001/api/sandbox/counterfactual",
json={
"base_campaign_id": "campaign_abc123",
"intervention": {
"do": {
"kol": {"remove": ["kol_001"], "add": ["kol_003"]},
"day": 3,
"budget_realloc": {"kol_001_budget": "kol_003"},
}
},
"rollout_days": 14,
},
timeout=120,
).json()
print(counterfactual["roi_diff"]) # ROI change from intervention
print(counterfactual["trajectory_diff"]) # day-by-day path difference
print(counterfactual["attribution"]) # which causal nodes shifted
undefinedcounterfactual = httpx.post(
"http://localhost:8001/api/sandbox/counterfactual",
json={
"base_campaign_id": "campaign_abc123",
"intervention": {
"do": {
"kol": {"remove": ["kol_001"], "add": ["kol_003"]},
"day": 3,
"budget_realloc": {"kol_001_budget": "kol_003"},
}
},
"rollout_days": 14,
},
timeout=120,
).json()
print(counterfactual["roi_diff"]) # 干预带来的ROI变化
print(counterfactual["trajectory_diff"]) # 每日路径差异
print(counterfactual["attribution"]) # 发生变化的因果节点
undefinedPOST /api/sandbox/postmortem
— Platform counterfactual
/api/sandbox/postmortemPOST /api/sandbox/postmortem
— 平台选择反事实分析
/api/sandbox/postmortempython
import httpx
postmortem = httpx.post(
"http://localhost:8001/api/sandbox/postmortem",
json={
"actuals": {
"campaign_id": "q2_campaign",
"spend": {"xhs": 200000, "douyin": 300000},
"observed_roi": 1.4,
},
"counterfactual_alloc": {"xhs": 1.0, "douyin": 0.0}, # what if all on XHS?
},
timeout=120,
).json()
print(postmortem["counterfactual_roi"]) # what ROI would have been
print(postmortem["delta"]) # difference from actualspython
import httpx
postmortem = httpx.post(
"http://localhost:8001/api/sandbox/postmortem",
json={
"actuals": {
"campaign_id": "q2_campaign",
"spend": {"xhs": 200000, "douyin": 300000},
"observed_roi": 1.4,
},
"counterfactual_alloc": {"xhs": 1.0, "douyin": 0.0}, # 如果全部预算投给小红书会怎样?
},
timeout=120,
).json()
print(postmortem["counterfactual_roi"]) # 预期ROI
print(postmortem["delta"]) # 与实际结果的差异GET /api/adapters
— List available platform adapters
/api/adaptersGET /api/adapters
— 查看可用平台适配器
/api/adapterspython
import httpx
adapters = httpx.get("http://localhost:8001/api/adapters").json()python
import httpx
adapters = httpx.get("http://localhost:8001/api/adapters").json()Returns: ["xhs_v1", "tiktok_agent", "douyin", ...]
返回结果: ["xhs_v1", "tiktok_agent", "douyin", ...]
---
---Python SDK Usage (Direct Engine)
Python SDK使用(直接调用引擎)
For programmatic use without the HTTP layer:
python
from oransim.world_model import AgentSociety
from oransim.causal import CausalGraph, do_operator
from oransim.diffusion import HawkesRollout无需HTTP层的程序化调用方式:
python
from oransim.world_model import AgentSociety
from oransim.causal import CausalGraph, do_operator
from oransim.diffusion import HawkesRollout1. Build the causal graph
1. 构建因果图
graph = CausalGraph.from_config("configs/default_graph.yaml")
graph = CausalGraph.from_config("configs/default_graph.yaml")
2. Initialize virtual consumer society
2. 初始化虚拟消费者群体
society = AgentSociety(
n_agents=10_000, # scale down from 1M for local dev
vertical="beauty",
platform="xhs",
llm_mode="mock", # "mock" | "api"
)
society = AgentSociety(
n_agents=10_000, # 本地开发可从100万规模缩小
vertical="beauty",
platform="xhs",
llm_mode="mock", # "mock" | "api"
)
3. Define campaign
3. 定义营销活动
campaign = {
"budget": 200_000,
"kols": [{"id": "kol_001", "tier": "mid", "fans": 150_000}],
"creative_ids": ["vid_A"],
"duration_days": 14,
}
campaign = {
"budget": 200_000,
"kols": [{"id": "kol_001", "tier": "mid", "fans": 150_000}],
"creative_ids": ["vid_A"],
"duration_days": 14,
}
4. Run baseline simulation
4. 运行基线模拟
baseline = HawkesRollout(graph=graph, society=society)
result = baseline.run(campaign, n_simulations=50)
print(f"P50 ROI: {result.roi.p50:.2f}")
baseline = HawkesRollout(graph=graph, society=society)
result = baseline.run(campaign, n_simulations=50)
print(f"P50 ROI: {result.roi.p50:.2f}")
5. Apply do()-operator intervention
5. 应用do()算子干预
with do_operator(graph) as intervened_graph:
intervened_graph.set("kol_assignment", "kol_002")
intervened_graph.set("intervention_day", 3)
counterfactual = HawkesRollout(graph=intervened_graph, society=society)
cf_result = counterfactual.run(campaign, n_simulations=50)print(f"Counterfactual P50 ROI: {cf_result.roi.p50:.2f}")
print(f"Delta: {cf_result.roi.p50 - result.roi.p50:.2f}")
---with do_operator(graph) as intervened_graph:
intervened_graph.set("kol_assignment", "kol_002")
intervened_graph.set("intervention_day", 3)
counterfactual = HawkesRollout(graph=intervened_graph, society=society)
cf_result = counterfactual.run(campaign, n_simulations=50)print(f"反事实P50 ROI: {cf_result.roi.p50:.2f}")
print(f"差异值: {cf_result.roi.p50 - result.roi.p50:.2f}")
---Pre-launch ROI Ranking (All Combinations)
活动启动前ROI排名(全组合)
python
from itertools import product
from oransim.world_model import AgentSociety
from oransim.causal import CausalGraph
from oransim.diffusion import HawkesRollout
import pandas as pd
graph = CausalGraph.from_config("configs/default_graph.yaml")
society = AgentSociety(n_agents=5_000, vertical="beauty", platform="xhs", llm_mode="mock")
creatives = ["vid_A", "vid_B", "vid_C", "vid_D"]
kol_lists = [["kol_001"], ["kol_002"], ["kol_003"]]
budgets = [200_000, 500_000]
results = []
for creative, kols, budget in product(creatives, kol_lists, budgets):
campaign = {"budget": budget, "kols": kols, "creative_ids": [creative], "duration_days": 14}
rollout = HawkesRollout(graph=graph, society=society)
r = rollout.run(campaign, n_simulations=30)
results.append({
"creative": creative,
"kol": kols[0],
"budget": budget,
"roi_p35": r.roi.p35,
"roi_p50": r.roi.p50,
"roi_p65": r.roi.p65,
})
df = pd.DataFrame(results).sort_values("roi_p50", ascending=False)
print(df.head(5).to_string()) # top 5 combinationspython
from itertools import product
from oransim.world_model import AgentSociety
from oransim.causal import CausalGraph
from oransim.diffusion import HawkesRollout
import pandas as pd
graph = CausalGraph.from_config("configs/default_graph.yaml")
society = AgentSociety(n_agents=5_000, vertical="beauty", platform="xhs", llm_mode="mock")
creatives = ["vid_A", "vid_B", "vid_C", "vid_D"]
kol_lists = [["kol_001"], ["kol_002"], ["kol_003"]]
budgets = [200_000, 500_000]
results = []
for creative, kols, budget in product(creatives, kol_lists, budgets):
campaign = {"budget": budget, "kols": kols, "creative_ids": [creative], "duration_days": 14}
rollout = HawkesRollout(graph=graph, society=society)
r = rollout.run(campaign, n_simulations=30)
results.append({
"creative": creative,
"kol": kols[0],
"budget": budget,
"roi_p35": r.roi.p35,
"roi_p50": r.roi.p50,
"roi_p65": r.roi.p65,
})
df = pd.DataFrame(results).sort_values("roi_p50", ascending=False)
print(df.head(5).to_string()) # 排名前5的组合Common Patterns
常见使用模式
Pattern 1: Mock mode for CI / testing
模式1:用于CI/测试的模拟模式
python
import os
os.environ["LLM_MODE"] = "mock"
from oransim.world_model import AgentSociety
society = AgentSociety(n_agents=100, vertical="beauty", platform="xhs", llm_mode="mock")python
import os
os.environ["LLM_MODE"] = "mock"
from oransim.world_model import AgentSociety
society = AgentSociety(n_agents=100, vertical="beauty", platform="xhs", llm_mode="mock")All LLM calls return deterministic stubs — fast, free, reproducible
所有LLM调用返回确定性桩代码——快速、免费、可复现
undefinedundefinedPattern 2: Check if backend is in mock mode
模式2:检查后端是否处于模拟模式
python
import httpx
health = httpx.get("http://localhost:8001/health").json()
if health.get("llm_mode") == "mock":
print("WARNING: Running in mock mode — LLM features are stubs")python
import httpx
health = httpx.get("http://localhost:8001/health").json()
if health.get("llm_mode") == "mock":
print("警告:当前运行在模拟模式下——LLM功能为桩代码")Pattern 3: Inspect a prediction's causal path
模式3:查看预测结果的因果路径
python
result = httpx.post("http://localhost:8001/api/predict", json=payload).json()python
result = httpx.post("http://localhost:8001/api/predict", json=payload).json()Every prediction includes which causal nodes fired
每一项预测都会包含触发的因果节点
for node in result["causal_path"]:
print(f"{node['id']:30s} weight={node['weight']:.3f} layer={node['layer']}")
undefinedfor node in result["causal_path"]:
print(f"{node['id']:30s} 权重={node['weight']:.3f} 层级={node['layer']}")
undefinedPattern 4: Load the LightGBM quantile baseline (fast mode)
模式4:加载LightGBM分位数基线(快速模式)
python
import pickle, numpy as np
with open("models/lgbm_quantile_baseline.pkl", "rb") as f:
model = pickle.load(f)python
import pickle, numpy as np
with open("models/lgbm_quantile_baseline.pkl", "rb") as f:
model = pickle.load(f)Feature vector: [budget, n_kols, avg_fans, duration_days, platform_enc]
特征向量: [预算, KOL数量, 平均粉丝数, 活动天数, 平台编码]
X = np.array([[500_000, 2, 150_000, 14, 0]]) # 0=xhs, 1=douyin
p35, p50, p65 = model.predict(X)
print(f"ROI P35={p35[0]:.2f} P50={p50[0]:.2f} P65={p65[0]:.2f}")
---X = np.array([[500_000, 2, 150_000, 14, 0]]) # 0=小红书, 1=抖音
p35, p50, p65 = model.predict(X)
print(f"ROI P35={p35[0]:.2f} P50={p50[0]:.2f} P65={p65[0]:.2f}")
---Project Structure
项目结构
oransim/
├── oransim/
│ ├── api.py # FastAPI app + god-file (being refactored to api_routers/)
│ ├── api_routers/ # Split routers: predict, sandbox, graph, adapters
│ ├── causal/ # SCM, do()-operator, 64-node graph, Pearl 3-step
│ ├── world_model/ # AgentSociety, IPF population synthesis, soul personas
│ ├── diffusion/ # Causal Neural Hawkes Process rollout (14-day)
│ └── adapters/ # Platform adapters: xhs_v1, tiktok_agent, douyin, ...
├── frontend/
│ ├── index.html
│ └── js/ # Modular JS: hero, tabs, cascade animation
├── configs/
│ └── default_graph.yaml # 64 nodes / 117 edges causal graph definition
├── models/
│ └── lgbm_quantile_baseline.pkl
├── data/ # 21k-note OSS demo corpus
├── docs/
│ └── en/quickstart.md
└── .env.exampleoransim/
├── oransim/
│ ├── api.py # FastAPI应用(正在重构为api_routers/)
│ ├── api_routers/ # 拆分的路由模块:predict、sandbox、graph、adapters
│ ├── causal/ # SCM、do()算子、64节点图、Pearl三步法
│ ├── world_model/ # AgentSociety、IPF人群合成、灵魂人设
│ ├── diffusion/ # Causal Neural Hawkes Process部署(14天周期)
│ └── adapters/ # 平台适配器:xhs_v1、tiktok_agent、douyin等
├── frontend/
│ ├── index.html
│ └── js/ # 模块化JS:hero、tabs、级联动画
├── configs/
│ └── default_graph.yaml # 64节点/117条边的因果图定义
├── models/
│ └── lgbm_quantile_baseline.pkl
├── data/ # 2.1万条笔记的开源演示语料库
├── docs/
│ └── en/quickstart.md
└── .env.exampleTroubleshooting
故障排查
Backend returns mock data even with API key set
已设置API密钥,但后端仍返回模拟数据
Check the yellow banner in the frontend. Verify env vars are exported:
bash
echo $LLM_MODE # should be "api"
echo $LLM_API_KEY # should be non-empty查看前端的黄色提示栏。确认环境变量已正确导出:
bash
echo $LLM_MODE # 应为"api"
echo $LLM_API_KEY # 不应为空Restart the server after setting env vars — uvicorn reads them at startup
设置环境变量后重启服务器——uvicorn在启动时读取变量
undefinedundefinedModuleNotFoundError: oransim
ModuleNotFoundError: oransimModuleNotFoundError: oransim
ModuleNotFoundError: oransimInstall in editable mode from the repo root:
bash
pip install -e '.[dev]'在仓库根目录以可编辑模式安装:
bash
pip install -e '.[dev]'Simulation times out (> 120s)
模拟超时(超过120秒)
Reduce agent count or use fast mode:
python
undefined减少Agent数量或使用快速模式:
python
undefinedIn payload:
在请求体中设置:
{"mode": "fast", "n_simulations": 30}
{"mode": "fast", "n_simulations": 30}
Or reduce society size in direct SDK usage:
或在直接使用SDK时缩小群体规模:
AgentSociety(n_agents=1_000, ...)
undefinedAgentSociety(n_agents=1_000, ...)
undefinedCORS errors when calling API from browser
从浏览器调用API时出现CORS错误
The FastAPI app includes CORS middleware for . If using a different port:
localhost:8090python
undefinedFastAPI应用已包含针对的CORS中间件。如果使用其他端口:
localhost:8090python
undefinedIn oransim/api.py, update the origins list or set:
在oransim/api.py中更新origins列表,或设置:
CORS_ORIGINS=http://localhost:YOUR_PORT uvicorn oransim.api:app --port 8001
undefinedCORS_ORIGINS=http://localhost:YOUR_PORT uvicorn oransim.api:app --port 8001
undefinedCounterfactual returns identical result to baseline
反事实结果与基线结果完全一致
In mock mode this is expected — stubs are deterministic. Switch to for real divergence between baseline and intervention arms.
LLM_MODE=api在模拟模式下这是预期行为——桩代码是确定性的。切换到以获得基线与干预组之间的真实差异。
LLM_MODE=apiEnterprise data access (4.3M+ 小红书 notes, 2.1M+ creators)
企业级数据访问(430万+小红书笔记、210万+创作者)
The OSS corpus is 21k notes. For production-scale data:
- Browse: datacenter.oran.cn
- Contact:
cto@orannai.com
Key Concepts
核心概念
| Term | Meaning |
|---|---|
| Pearl's intervention operator — sets a variable to a value, cuts its incoming causal edges |
| Soul persona | LLM-backed agent personality that reads actual creatives and decides engagement |
| Hawkes rollout | Self-exciting point process simulating cascade of social shares over 14 days |
| P35/P50/P65 | Confidence bands on ROI — not point estimates, always a distribution |
| KOL tier | Top (>1M fans), Mid (50k–1M), KOC (1k–50k), long-tail (<1k) |
| Fast mode | LightGBM quantile baseline — seconds, no LLM calls |
| Full mode | Complete agent simulation with LLM soul personas — minutes, requires |
| 术语 | 含义 |
|---|---|
| Pearl干预算子——将变量设置为指定值,切断其传入因果边 |
| Soul persona | 基于LLM的Agent人设,可读取真实创意内容并决定互动行为 |
| Hawkes rollout | 自激点过程,模拟14天内的社交分享级联效应 |
| P35/P50/P65 | ROI置信区间——非点估计值,始终为分布值 |
| KOL tier | 头部(粉丝>100万)、中部(5万-100万)、KOC(1千-5万)、长尾(<1千) |
| Fast mode | LightGBM分位数基线——耗时数秒,无需LLM调用 |
| Full mode | 完整Agent模拟+LLM灵魂人设——耗时数分钟,需设置 |