Customer Acquisition Scoring Model

 Orange Apron is a subscription-based meal delivery service that provides subscribers with three meal kits per week for 52 weeks of the year.  Orange Apron is considering a customer acquisition campaign and plans to run a field experiment to determine appropriate target customers.  To implement the campaign, Orange Apron has rented a list containing information on 500 households.  The list contains some information about the households captured in four variables.

Orange Apron has sent an invitation to all 500 names on the list to join the service. The invitation offer includes a deep discount on three weeks of service. We observe whether or not each of the 500 consumers accepted the invitation: the value of y is 1 if the person joined the service and the value is 0 otherwise.  We use a random sample of 244 persons as the estimation sample (i.e., we estimate the scoring model on this data). The second list of 256 is used to test list scoring and evaluate how successful the target selection was. The 244-person list will henceforth be referred to as the estimation-list, and the 256-person list will be referred to as the holdout-list.