In some examples, a system may be configured to obtain a set of features of a set of users including one or more features of transactional data of the set of users and one or more features of engagement data of the set of users. Additionally, the system may be configured to implement a first set of operations that generate output data including a plurality of trial membership scores, based on the set of features. In some examples, each trial membership score of the plurality of trial membership scores are associated with a particular user of the set of users and characterize a likelihood of an acquisition event of the corresponding user changing from a non-member status to a trial member status.