When [Eric Kozak](https://www.linkedin.com/in/eric-kozak-11b32550/) returned to [American Standard](https://www.linkedin.com/company/lixil-global/), I heard through the grapevine about his skepticism for lead scoring. And as the “lead scoring” vendor for American Standard, that wasn’t exactly the signal I was hoping to receive. 

But when we finally sat down to meet, I could tell immediately that I was talking to a guy who knew his stuff. He wasn’t skeptical because he thought lead scoring “didn’t work”. He was skeptical because he thought it was just a simple filter, a “lead blocker”, that couldn’t do anything else. 

And right out of the gate he made this position clear, saying something like: “I get that you can reject leads, but simply rejecting leads isn’t really that valuable to us.”

But I didn’t see this exchange as a problem. In fact it presented a big opportunity. **Eric was a leader with a vision for a totally overhauled customer journey at American Standard, and Faraday was the tool he needed to achieve that goal.** 

Fast forward to Q4 2025… Eric and I sat down again. This time with a different story to tell. Eric joined me, our CEO, [Andy Rossmeissl](https://www.linkedin.com/in/rossmeissl/) and [Jason Shatzkamer](https://www.linkedin.com/in/jshatzkamer/) from [outboundIQ](https://www.outboundiq.com/) to walk through exactly what American Standard (powered by Faraday and outboundIQ) did to transform American Standard’s outbound process and improve their lead to sale conversion rates by 3x. 

But before we get into the results, we need to understand where things started. To see why a 3x lift mattered, you first have to see just how broken the contact center was when Eric returned.

## From the silent contact center growth engine

*“When I walked through the contact center, it was astounding, the silence that I was hearing. We were making twenty thousand dials a day, but we weren’t making contact with anyone.”*

On the panel, Eric described returning to American Standard and being pleased to see that the company had grown. But he also noted one part of the operation that had not kept pace: the contact center needed immediate attention. 

It did not take long for him to rule out the usual suspects. This was not a staffing problem, and it was not a demand problem. It was a contact problem. A severe one. 

**At the time, their contact rate sat at just 5.56%.**

Eric needed answers, so one of his first calls was to [Jason](https://www.linkedin.com/in/jshatzkamer), outboundIQ’s CEO. Jason quickly pinpointed the problem: American Standard was optimizing for calls, not conversations.

On paper the team looked busy, making thousands of dials a day, but way too few of those dials turned into connections. The silence Eric heard on the floor wasn’t about effort or volume; it was about contact. The tires were spinning, sure, but the car wasn't moving.

Jason had a solution.

Together, they focused on getting the dialing system into a healthier place. Jason helped him tune the ANI, routing, and timing so the system could actually reach customers. Once that was in place, the contact center finally had momentum again. And the difference, the **audible** difference, on the floor, was transformative.

## Then the problem shifted 

The dialing fix worked, but it uncovered the next issue. Conversations were finally happening, but conversion rates were not rising with them. The routing system was now healthy, but the logic behind it was still running on basic filtration that relied entirely on limited first party data.

As Eric dug into the numbers, something clicked. The team finally had the throughput they needed, but they did not have the intelligence to match it. **The system could move leads around, but it could not tell anyone who was actually likely to buy.** The more he optimized the routing, the more obvious it became that the data at the center of it all needed to get smarter.

## The unlock: blocker to optimizer

This was the problem Eric was grappling with when we met. He did not need a tool that rejected leads at the top of the funnel. He needed to know how to route them intelligently at every stage of the process. And from his perspective, lead scoring did not solve that problem.

But I knew this was exactly where we thrive, so I wanted to understand where the disconnect was happening. After a quick look at the setup, the answer became clear.

Sure, the Faraday integration existed in their tech stack, but none of the deeper consumer context was turned on. No behavioral signals. No financial indicators. No household insights. And because of how the integration had been structured, Faraday was indeed only acting as a filter at the very top of the funnel. In practice we were functioning exactly how he suspected. We were a blocker and nothing else.

<Pullquote>But Faraday is not a lead blocker. We’re a lead optimizer.</Pullquote>

I talked Eric through this paradigm shift and explained that in this use case, the real value Faraday provides is using consumer context to power the routing system outboundIQ had created. High fit leads should rise to the top. Mid tier prospects should move into the right workflows. Lower fit records should shift into slower nurture paths instead of taking up agent time. Smart routing only works when it is powered by smart data. And yes, we can reject the worst leads before purchase, but that is just the tip of the iceberg.

Once we walked through how the lead score could prioritize instead of reject, Eric’s skepticism had dried up and was replaced with excitement, he was ready to test it out\!

## Real results

When we circled up with Eric and Jason to hear how the test had gone, the numbers spoke for themselves: 

* **Contact rate lift:** Contact rate increased from 5.56% to 20%  
* **Conversion rate:** High Faraday score records converted at 3x the rate of others

Nothing had changed about their leads, the only thing that had changed was getting more context to power smarter dialing and routing. Transformational results. 

Beyond the top-line numbers, Eric described the shift on the floor as well. When the contact rate increased, the energy changed immediately. As he described it:

*“The energy just goes through the roof… the people are encouraging each other. That unquantifiable morale boost is critical for a contact center… Turnover is down. The momentum is back. People have wins again, and that changes everything.”*

This is what it looks like when your stack finally works the way it should. It might not appear on a dashboard, but operators feel it instantly. Real success is not just about the numbers. It is about creating a productive, motivated, and winning environment. You know how to hire the right people, but you need to give them the right tools to succeed too.

## Strategic recommendations for making your contact center actually work for you

If you want to bring the same lift American Standard saw into your own organization, start with these easy moves.

### 1. Stop calling it a call center

Remember, it’s a contact center. The goal isn’t just to place calls; it’s to make real contacts that drive value.

### 2. Call outboundIQ - focus on contact rates

I feel sheepish being so blunt, but from what I can tell, Jason and team are doing something rare: they work with every major dialer and help you get the most value out of wiring up your entire contact center. They know the game. Before you start layering in other tools/technologies, bounce your ideas off Jason and his team; they're incredibly approachable, and a very willing sounding board, even before an engagement begins.

### 3. Layer consumer context into 1 (or 2) points of your customer journey

Rule-based filters and crude sorting cannot keep up with modern compliance pressure or consumer behavior. Use a custom-built lead score at two points in your customer journey: 

* If you are struggling with poor lead quality: add the lead score into ActiveProspect (read our article about how to do it here)  
* If you are struggling with low conversion rates: add a lead score or credit score proxy to help reimagine how you prioritize leads in your contact center.  

A lead score is simply a fancy data point that gives your dialer and CRM the intelligence they were designed to use. Obviously I’m partial to Faraday, but there are others out there. Find someone who can build a model quickly and iterate. If you can’t refine the model quickly, you are going to think this process isn’t working. It’s the wrong conclusion, good modeling takes time and iteration. 

### 4. Measure everything

Your business is too critical for suffering through the gauntlet of making crappy tools work. If you simplify your tech stack, you can actually measure what matters: the current conversion rate at every stage of the funnel. When high-score leads rise to the top, reps focus their time where it matters, credit declines shrink, and your entire stack becomes more effective without adding new complexity.

## Bringing it all together

American Standard did not solve their problem by dialing harder. They solved it by putting their customers at the center and building a tech stack around figuring out how to reach the right people at the right time. Understanding which records were worth calling and focusing on those ones first enabled them to transform their journey. 

[You can hear Eric, Jason, and Andy walk through this transformation in their own words.](https://faraday.ai/blog/smarter-data-dialing-overhauled-american-standards-contact-strategy) Of course, if you want to chat through how this could transform your organization, feel free to reach out. We’d love to chat.

Faraday and outboundIQ helped American Standard shift lead scoring from a simple top-of-funnel blocker to a full-funnel routing optimizer, boosting contact rates from 5.56% to 20% and driving 3x higher conversion for high-score leads.

Don’t trust lead scoring? Here’s how we changed American Standard’s mind, and how you can get the same results

Every CMO feels it: growth only happens when you know exactly where your opportunity is. But consumer behavior keeps shifting. Acquisition costs keep rising. Your best regions last year aren’t guaranteed to be your best regions next year. And the pressure to deploy budget intelligently (across markets, personas, and channels) has never been higher. 

Most teams do not have a reliable way to see where their next customers actually are.

Today, market clarity isn’t optional. It’s the foundation of any GTM plan and you need the right tools to solve this problem.

## Market Opportunity Analysis (MOA) is the tool you need to get that clarity

Faraday’s [Market Opportunity Analysis](https://faraday.ai/docs/abstractions/MOA) is a modern, data-driven way to understand your market at a level your CRM or BI team can’t show you. Now, you can finally see:

* Where you’re overpenetrated and hitting diminishing returns  
* Where real growth potential remains across the U.S.  
* Which personas offer disproportionate upside  
* Which states, metros, and postcodes are quietly becoming your highest-value regions

It connects your customer data to the [Faraday Identity Graph](/features/faraday-identity-graph), our nationwide consumer dataset, which includes thousands of behavioral, demographic, financial, and predictive signals that never appear in your CRM. And because FIG represents the full U.S. population, it shows not just who you’ve already captured, but who you’re missing, and how large the opportunity truly is.

[![Three market opportunity analysis screenshots organized as header image](/images/blog/MOA-menu/moa-the-menu-blog-header-image.png)](/images/blog/MOA-menu/moa-the-menu-blog-header-image.png)

## Delivered in days, not months

Even better, Faraday can deliver completed MOA reports in days (assuming your data is structured). Marketing leaders working in 2025 know they do not have time for slow delivery or long analytical cycles. They need accurate intelligence, and they need it quickly. It’s as simple as this:

1. Upload your historical customer data. That is the only lift on your side.  
2. Faraday enriches and analyzes the dataset to generate a MOA analysis unique to your customers  
3. You receive a clear, executive-ready view of your total addressable market, penetration, and where your strongest opportunities live. 

This speed to delivery makes MOA an ideal planning tool, giving leaders the clarity they need right when decisions are being made.

## What Faraday’s MOA can reveal

Decision makers need a clear picture of what they will actually receive. Faraday’s MOA delivers three core categories of insight that mirror the way CMOs structure their planning: Market Size, Market Penetration, and Market Opportunity.

### 1. Total Addressable Market (TAM)

Every MOA starts with a clear view of your total addressable market across the United States. This shows how big your opportunity truly is and how much room you have to grow, broken down by state, metro, and postcode.  

[![MOA TAM analyis showing total addressable market](/images/blog/MOA-menu/moa-tam.png)](/images/blog/MOA-menu/moa-tam.png)

### 2. Penetration analysis

We map your existing customers against the wider population to show where you are saturated and where you still have headroom. This often surfaces high value regions where you have little or no presence.

[![MOA penetration analyis showing where current customers exist](/images/blog/MOA-menu/moa-penetration.png)](/images/blog/MOA-menu/moa-penetration.png)

### 3. Geographic opportunity (State, Metro, Postcode)

With TAM and penetration in place, the MOA highlights your strongest pockets of geographic opportunity at the state, metro, and postcode levels. This gives you a multi-layered view of where your next customers actually are.  

[![MOA geo analyis showing where current customers exist and where lookalikes could be found](/images/blog/MOA-menu/moa-geotargeting.png)](/images/blog/MOA-menu/moa-geotargeting.png)

### 4. Persona opportunity

The MOA identifies which personas represent the largest opportunity for growth and how those personas vary across regions. This helps inform segmentation, messaging, and channel strategy.  

[![MOA geo analyis showing where current customers exist and where lookalikes could be found](/images/blog/MOA-menu/moa-persona.png)](/images/blog/MOA-menu/moa-persona.png)

### 5. Actionable next steps

Faraday provides clear next steps based on the data, including where to allocate budget, which regions to prioritize, and which personas to focus on. These recommendations make the MOA immediately useful in planning.

### 6. Fully custom add-ons

For organizations with more complex questions, the MOA can include fully custom add-ons. These deepen the standard analysis and answer specific strategic questions through tailored cuts of the data. Examples include:

* Shopping behavior differences between retail and eCommerce customers  
* Demographic patterns such as age or gender distributions  
* Product-level performance broken out by persona  
* Store-level penetration and catchment insights

## Three ways to receive your MOA

Faraday offers three MOA delivery formats, each designed to meet teams at different levels of analytical maturity and strategic need.

### Option 1: Just the data

This is the most flexible format and the one preferred by teams with strong in-house analytics. You receive a standardized CSV output containing everything needed for deeper analysis: TAM estimates, persona distributions, and geographic breakdowns at the state, metro, and postcode levels. There are no visuals and no recommendations attached.   
Just clean, structured data ready for your team to explore however they choose.

### Option 2: Essential insights

If you want a fast, executive-ready readout, this is the most streamlined option. Faraday distills the MOA into a set of core visualizations paired with up to four recommended next steps. It gives you a clear, concise narrative of where your strongest opportunities exist without requiring any internal analysis. Many teams use this version directly in planning decks and leadership reviews.

### Option 3: Fully custom

For organizations with more complex questions or multiple business lines, the fully custom MOA provides a deeper layer of insight. Faraday builds tailored cohorts and segmentations to answer your specific strategic questions, whether that involves product-level differences, demographic splits, store-level penetration, or other custom cuts. You also receive up to two rounds of refinement as new questions emerge.

## Closing

Understanding your market shouldn’t require guesswork. Faraday’s Market Opportunity Analysis gives you the data, clarity, and confidence to know exactly where your next customers are, and where your strongest growth potential lives.

If you want clarity before 2026 kicks off, we’re here. Talk to us about running your MOA.

This post explains how Faraday’s Market Opportunity Analysis uses your customer data and the Faraday Identity Graph to reveal your true TAM, current penetration, and where to focus future growth.

Understand your market with Faraday’s Market Opportunity Analysis

For insurance and debt-resolution teams, the high-volume, parallel-dialing era is breaking under modern spam protections and compliance pressure. The old assumption that maximizing dials will eventually produce results is no longer reliable.

Parallel dialing, which made it easy to brute-force a list by firing multiple calls at once, is now a liability. Carrier spam systems are stricter, VoIP behavior is aggressively penalized, and consumers block unknown numbers faster than ever. The harder you dial, the faster your numbers get flagged as “Scam Likely.”

Because of this, many organizations are shifting toward [progressive dialing](https://www.convoso.com/blog/what-is-a-progressive-dialer/), a system where Agents work leads one at a time. This reduces abandoned calls and keeps compliance risk in check. That does not mean high-volume or parallel strategies never make sense. It does mean that, for most day-to-day calling, more intentional, progressive behavior is becoming the norm. But this shift introduces a new requirement: if each call is deliberate, every prospect needs a real chance of converting.

The thing is that progressive dialing doesn’t fix weak filtering; in fact, it makes those weaknesses impossible to ignore. The raw volume safety net is gone. Once volume goes away, the quality of your scoring becomes the deciding factor in whether your call center generates value or falls flat.

## Fewer dials, higher stakes

[![Diagram showing the different flows of leads through parallel or progressive dialers](/images/blog/progressive-dialing-diagram.png)](/images/blog/progressive-dialing-diagram.png)

Parallel dialing allowed teams to get results even with imprecise filtering, as the sheer volume of attempts eventually surfaced the best leads anyway. Progressive dialing changes that dynamic. When agents call leads one at a time, each conversation carries more value. Time spent on a poor-fit record is time not spent on a viable customer and this shift exposes a structural weakness in most systems: 

> The filtering logic in front of the dialer was built for a world where volume covers for imprecision. 

In most organizations, existing filters rely on outdated assumptions, demographic shortcuts, and scoring models that don’t reflect actual conversion outcomes.

This filtration layer often fails because it uses:

* Guesswork filters, like “higher income is better” or “certain ZIPs respond more.”  
* Manual rules added years ago that rarely get revisited.  
* Lead scores that rely only on demographic data alone without factoring in conversion outcomes.  
* A disconnect between real-time conversion data and day-to-day prioritization.

Under parallel dialing, this was “good enough” but with progressive dialing, that safety net disappears. 

> If your system can’t surface your most viable prospects early, agents waste their best hours and expensive leads get burned without meaningful lift.

## What better filtration looks like

So you might find yourself asking: what filters do I actually need for a financial-services call center?

The answer isn’t a single score or one magic rule. It is a handful of signals that give your tools and teams the context they need to decide which prospects are worth prioritizing, which deserve immediate outreach, and which should take a different path entirely.

Better filtration in insurance and debt-resolution usually comes down to a few core areas:

* **Quality at the moment of purchase:** Teams need a way to understand which leads are likely to engage or advance, and which should be down-bid or skipped altogether. This decision happens before anyone makes a call, and it depends entirely on having meaningful context at the point of purchase.  
* **Early engagement signals:** A significant amount of agent time is lost on people who are not in a position to meaningfully engage. Early behavioral or modeled signals, whether from form data or enrichment, give teams the context they need to focus agents on prospects who are more prepared for a productive conversation.  
* **Likelihood to convert:** Once a lead is in your system, the order you work it in matters. Teams rely on predictive context to decide which records to prioritize during peak windows so the highest-value prospects get attention when it is most likely to count.  
* **Matching prospects to the right path:** Not every lead should go straight to an agent. Context helps teams decide which prospects warrant immediate outreach, which should enter warm-up flows in email or SMS, and which should move into slower, lower-cost nurture until their behavior changes.  
   (The routing itself happens in the CRM, dialer, or marketing tools. Faraday provides the signals those systems rely on.)

When these decisions line up, the entire funnel tightens. Teams use their resources more effectively, agents spend more time in productive conversations, and performance improves without adding volume. The difference comes from having the right context in place to drive smarter decisions.

## Where Faraday fits in

For insurance and debt-resolution teams, Faraday regularly sits at the very top of the funnel. Many teams connect us through [LeadConduit](https://activeprospect.com/leadconduit/) where we score inbound leads in real time and help prioritize which records deserve immediate attention. Many also use our credit score proxy at this stage, since it gives an early signal that informs routing decisions and focuses agent time without requiring a hard pull. That alone keeps teams engaging the people who are most likely to respond or stay in the conversation.

Once a lead is accepted, that same score carries downstream into your CRM or dialer. Teams use this context to decide who should be worked first, who should enter warm-up through email or SMS, and who should move into slower, lower-cost nurture until their behavior changes. Faraday provides the intelligence that supports these decisions while the actual routing happens in the tools teams already use.

The impact isn’t just a cleaner scoring step, it’s the continuity it gives the entire funnel. From buying the lead to deciding who should be called next, the same prioritization signal flows through. Teams avoid overspending on records unlikely to engage, agents spend more of their day in meaningful conversations, and the call center starts to feel productive again instead of overloaded.

## The bottom line

Parallel dialing lets you get away with weak filters. Progressive dialing won’t.

 As the industry standardizes around progressive behavior to stay compliant, filtration becomes the real competitive advantage for most day-to-day calling. There are still situations where higher-volume strategies are appropriate. The point is to match the dialing approach to the job at hand and support both with strong intelligence in front of the dialer. 

If your 2026 plan involves dialing fewer people more thoughtfully, the key question isn't which dialer you use. It’s whether the intelligence in front of it is smart enough to make every call slot count.

As parallel dialing collapses under compliance pressure, teams win by pairing progressive dialing with smarter, outcome-driven filtration that prioritizes the right prospects at every step.

When every call is intentional, context matters more than ever: Progressive dialing makes smarter filters critical for your call center

**What happens when you combine contextual consumer data, lead scoring, intelligent dialing, and a brand finally ready to rethink its customer journey?**

In this panel (moderated by Faraday COO [Robin Spencer](https://www.linkedin.com/in/robinbspencer/)), [American Standard](https://www.americanstandard-us.com/)’s [Eric Kozak](https://www.linkedin.com/in/eric-kozak-11b32550/), [outboundIQ](https://www.outboundiq.com/) CEO [Jason Shatzkamer](https://www.linkedin.com/in/jshatzkamer/), and Faraday CEO [Andy Rossmeissl](https://www.linkedin.com/in/rossmeissl/) break down the operational changes behind American Standard’s call-center transformation.

They discuss what changed inside the organization, how prioritizing the right leads created 3× higher conversion opportunity, and how contact rates rose from ~5.5% to ~20% by pairing smarter data with smarter outreach.

🎯 **In this video, you’ll learn:**
- Why home-services contact rates are collapsing, and what actually fixes them.  
- The consumer data signals that reveal which leads will convert (and which won’t).
- How dialing strategy, not dial volume, drives real contact.
- The system American Standard used to turn a silent call center into a high-performing one.
- The biggest opportunities home-services marketers are missing heading into 2026.

Ready to learn more? Check it out! 👇

<iframe width="560" height="315" src="https://www.youtube.com/embed/cDnNu8Mx4EQ?si=THZJ2YVk0l4SjwPJ" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

A practical look at how American Standard used predictive scoring and smarter dialing to lift contact rates, prioritize high-value leads, and modernize its call-center funnel.

American Standard’s new contact playbook: Optimizing the lead funnel with smarter data and dialing

Picture this: You’ve just landed a new CMO job at your dream home services brand. National distribution, huge budgets, and an even bigger mandate to drive real growth, fast. 

Congratulations, **and good luck.**

Because here’s the truth: you don’t have six months to understand your new market. You probably don’t even have six weeks. Everyone from the CEO to the sales team wants to know how you’re going to grow, and they wanted to know yesterday. In fact, it’s probably why they decided to hire a new CMO in the first place.

That means you need to work efficiently from day one. Before you touch a campaign or sign a media contract, you need a clear, quantitative view of where your opportunity actually lies; not vaguely, not anecdotally. Quantitatively. 

That’s where [Market Opportunity Analysis (MOA)](/docs/abstractions/MOA) comes in.

## Why Market Opportunity Analysis matters in your first week

The unfortunate reality is that a lot of CMOs walk into new roles and inherit fragmented data: CRM exports, agency reports, dashboards that don’t line up. It’s a recipe for confusion and risk: marketing and sales chasing different audiences, agencies optimizing for the wrong KPIs, leadership making calls on partial truths.

MOA cuts through that noise. It takes your existing customer base, maps it against the [total addressable market](https://corporatefinanceinstitute.com/resources/management/total-addressable-market-tam/), and reveals where you’re overperforming, underpenetrated, or completely invisible.

For a home services brand, that means understanding where your most profitable jobs come from, down to the ZIP code, address, or even individual. Then finding more just like them. You can uncover patterns in income, housing age, household size, or hundreds of other datapoints that predict demand. 

The result? You can start targeting growth with precision, speed, and confidence.

## Real insights fast

Once you’ve seen how MOA reveals your market reality, the next question is why it matters: why it’s the first thing every new CMO should reach for. In a role where time and clarity are everything, MOA delivers both. It doesn’t just show you where the opportunities are; it gives you the confidence and direction to act on them immediately.

1. ### Speed to decision-making

MOA compresses the time between orientation and action. By combining your first-party data with Faraday’s pre-built national consumer dataset, you get a complete view of your market in days, not months. 

For you, this means walking into early leadership meetings armed with hard numbers (penetration rates, opportunity values, and clear maps of where to grow next) earning trust and alignment from day one.

2. ### Richer context and clarity

Most CMOs start out surrounded by data, but without context. MOA changes that by layering your internal records over [Faraday’s Identity Graph (FIG)](/features/faraday-identity-graph), giving you a complete view of how your customers fit within the broader market.

From there, it reveals the lookalike consumers you haven’t reached yet and the patterns driving demand: where you’ve over-indexed, who you’re missing, and which factors actually matter. That clarity turns scattered metrics into meaningful insight.

3. ### Tactical direction and alignment

Every MOA ends with concrete recommendations you can act on immediately: which regions to prioritize, which audiences to target, and how to allocate resources for maximum ROI. It replaces intuition with quantifiable strategy and gets marketing, sales, and leadership aligned fast around the same growth plan.

The result is more than analysis: it’s acceleration. You’re not just understanding your new market; you’re steering it.

## How to use MOA to guide your next moves

Understanding your market is one thing but acting on it is where the real value shows up. MOA isn’t a static report; it’s a decision engine that turns market clarity into measurable outcomes. Here’s how to put it to work from your first week onward:

1. ### Prioritize geographies

Focus your paid media, outreach, and sales enablement in areas with high lookalike potential: regions where your best customers have close behavioral or demographic twins in the broader market but low current penetration.

Faraday’s Market Opportunity Analysis identifies these lookalike clusters at the entity level, aligning them to real households and properties through the Faraday Identity Graph. This precision makes it easy to prioritize spend where incremental investment drives exponential growth.

2. ### Align with sales

Bring MOA findings into your next territory or franchise planning session. When marketing and sales share the same data-backed view of opportunity, you can align resources quickly and avoid wasted effort.

3. ### Refine messaging

Use MOA insights to tailor creative and offers to the consumer profiles that dominate your highest-value areas, and to extend those learnings to lookalike audiences with similar behaviors and needs.

This approach replaces gut feeling with precision. It sets a precedent for analytical leadership from day one and gives your team a clear, evidence-based framework for growth.

## The takeaway

Your first few weeks as a CMO set the tone for everything that follows. Market Opportunity Analysis is your shortcut to situational awareness. It’s a fast, objective way to see the whole board before you make your first move.

When you walk into that first strategy meeting, you won’t just be the new CMO with fresh ideas. You’ll be the one who already knows where the growth is hiding, how much there is, and the exact steps to capture it. That turns day-one clarity into your first real win.

## FAQ

### What is Market Opportunity Analysis (MOA)? 

MOA is Faraday’s framework for mapping your customer data against national consumer data to identify untapped market potential.

### How fast can a new CMO get insights from MOA? 

Most analyses run in a few days, not months, helping new leaders make confident, data-backed decisions quickly.

### Why does MOA matter more than standard reporting or dashboards? 

Dashboards tell you what’s already happened. MOA shows where to go next. By layering Faraday’s consumer data over your internal CRM data, CMOs gain a forward-looking view of opportunity that’s immediately actionable: where to invest, which segments to prioritize, and how much potential is still on the table.

### How does MOA connect to Faraday’s other predictive tools? 

MOA is the foundation. Once you know where opportunity lies, Faraday layers predictive scores—like Likelihood-to-Convert or Credit Score Proxy—and persona insights onto those markets. From there, the Identity Graph maps that intelligence down to real households and individuals, turning high-level opportunity into precise, actionable targeting.

### How does MOA improve marketing and sales alignment? 

Because MOA outputs are inherently shareable (like maps, penetration metrics, and opportunity rankings), it gives both teams a shared source of truth. Sales knows where to focus outreach, marketing knows where to invest, and leadership sees the projected return.

For new CMOs under pressure to grow, Market Opportunity Analysis cuts through data chaos to deliver a quantitative map of untapped markets. It provides a clear, actionable growth plan in days, not months, aligning marketing and sales from day one.

The CMO's shortcut to growth: how Market Opportunity Analysis delivers day-one wins

Marketers have always used [personas](/docs/abstractions/persona_sets) to bring customer data to life. But too often, [persona](/blog/k-means-clustering-customer-personas) outputs end up feeling opaque, confusing, or overwhelming. Blurry averages flatten nuance, biased naming conventions create distraction, and long trait tables? They leave teams unsure what truly drives action.

At Faraday, we’re committed to making data and predictions easier to interpret and act on. Building on our recent [persona naming update](/changelog/2025-10-08-persona-naming-update), we’re now rolling out **salience-based persona interpretation features** right in our existing dashboard—a major step toward clearer, bias-free insights that help marketers move from analysis to strategy with confidence.


## What’s new in persona interpretation

With this release, every [persona](/blog/how-many-personas-do-you-need) in Faraday now includes:

* **Plain-English summaries**
A one-paragraph description of what defines the group is now found in the definitions tab so teams can immediately understand who they’re looking

[![persona summaries in definition tab](/images/blog/trait-salience/persona-summary.png)](/images/blog/trait-salience/persona-summary.png)

* **Salient traits (or datapoints)**  
Clear indicators of which characteristics distinguish this persona from the rest of the set are now found in the Analysis tab. In practice, this means you can see which of Faraday’s 1,500+ consumer datapoints most clearly set this persona apart from others — helping you understand what’s unique about them.

In your dashboard, these most distinctive traits are now flagged with a star. ⭐

[![trait salience in the analysis tab](/images/blog/trait-salience/trait-salience.png)](/images/blog/trait-salience/trait-salience.png)

* **Strategic recommendations**  
Practical ideas for how to engage each persona more effectively, which turn insights into action

[![persona recommendations tab](/images/blog/trait-salience/recommendations.png)](/images/blog/trait-salience/recommendations.png)

Together, these tools connect Faraday’s predictive data to clearer audience segmentation and campaign planning.

## Why interpretation matters  

Interpreting personas shouldn’t feel like decoding a spreadsheet. Historically, persona analysis has relied on modes (the most common values) and assumptions That leads to two familiar problems:

1. **Blurry signals** — Minor differences (like 51% vs. 49%) get overstated, while meaningful behavioral patterns are buried.  
2. **Too much noise** — Lengthy trait tables provide data, but not direction.

The new interpretation features in Faraday personas cut through that clutter. Each persona now highlights only the *salient* traits that truly define the group, accompanied by plain-English summaries and strategic recommendations. Combined with our recent move to neutral persona naming, these updates give you a clearer, more trustworthy picture of your audiences.

## Key takeaways  

✅ New interpretation features make persona insights clearer and more actionable.  
✅ Salient traits highlight what defines each audience segment.  
✅ Strategic recommendations turn analysis into immediate next steps.  
✅ New and rebuilt personas automatically include these updates.

## Explore our new personas features today

This feature is now live in both the Faraday Dashboard and API. Head to your personas to see the new summaries, salient traits, and recommendations in action.

If you have questions about how to get the most out of enhanced personas, your Faraday account manager is here to help.

## FAQ  

**Why are some cells that appear most different not starred?**  
Each cell represents the mode, or the most common value, of the trait for that persona. But modes don’t always tell the full story. Suppose Persona 1 shows 100K+ as its mode for income, while others show 80–100K. Persona 1 appears to be most different, yet it might actually include 51% individuals earning 100K+ and 49% earning under 80K. In that case, the mode alone doesn’t capture what distinguishes that persona’s income.

Instead, the salient labels identify which persona shows the most distinctive pattern within each trait. This process repeats for every trait. Specifically, traits that receive stars are those whose distributions most strongly differentiate that persona from others. This allows the system to highlight what truly distinguishes a persona within each trait, not just what values of traits occur most frequently.

**Do I need to rebuild existing personas to see the new interpretation features?**  
Yes. Existing personas stay as they are, but any new or rebuilt sets include summaries, salient traits, and recommendations automatically.

**Will this affect my API workflows?**  
No. There are no API changes—personas will simply include richer interpretation data when rebuilt.

**Where do I find these updates?**  
In the Faraday Dashboard: summaries in *Definitions*, salient traits in *Analysis*, and recommendations in *Recommendations*.

**Why do some traits have no starred values across any personas?**  
Some traits receive no stars because the data patterns for those traits are too similar. The system applies two rules before assigning a star. First, a value’s salience must exceed a minimum threshold. Second, it must be significantly higher than the salience of that same trait’s values in other personas. Only when both conditions are met does the system star a trait value.

Faraday’s personas now include plain-English summaries, salient traits, and strategic recommendations—making it easier than ever to interpret and act on your customer insights. Building on our recent persona naming update, this release adds a new layer of clarity and context that turns analysis into action.

What's new: Personas get interpretation features for faster insight

While there are 1,500+ demographic features available per American adult (from companies like Faraday), feeding all this raw data to an AI agent would overwhelm its "attention budget" - the limited cognitive capacity LLMs have to process context. Anybody who has used a code copilot like [Cursor](https://cursor.com) or [Claude Code](https://www.claude.com/product/claude-code) knows the feeling when its attention has wandered... after too much information, the LLM is distracted, not helpful, pissed off, stuck up a creek without a paddle. This is because of attention scarcity:

> LLMs have an “attention budget” that they draw on when parsing large volumes of context. Every new token introduced depletes this budget...

Anthropic's Applied AI team recently wrote a [short essay about the evolution from "prompt engineering" to "context engineering"](https://www.anthropic.com/engineering/effective-context-engineering-for-ai-agents). The upshot is that you must continuously manage the information available to the LLM, keeping it focused by discarding unnecessary tokens but keeping "high-signal" tokens. Advanced AI agents like Cursor and Claude Code are rapidly getting better at this. It's much harder to tire them out now, thanks to strategies like:

- Tools - using vector search and `grep` to find only relevant code, instead of reading the whole codebase.
- Sub-agents - "sub-agents [handling] focused tasks with clean context windows [returning] condensed, distilled summar[ies] of [their] work."
- Compaction (compression) - "the practice of taking a conversation nearing the context window limit, summarizing its contents, and reinitiating a new context window with the summary" - often with the output of the tools or sub-agents.

This is relevant to my industry, [demographic data](https://faraday.ai/features/faraday-identity-graph) and [customer behavior predictions](https://faraday.ai/features/customer-behavior-predictions), because the amount of data available about every American adult - at least 1,500 features are available from Faraday alone - would easily overwhelm most LLM attention budgets. If you want to [build AI agents that interact with American consumers](https://hightouch.com/demo-ai-agents) and take advantage of third party data, you need to keep the signal while discarding the rest.

Let's detail 3 ways to do context engineering with demographic data. The upshot is to use quantitative methods as tools - really, as deterministic sub-agents - to compress the surfeit of raw demographic features into high-signal tokens and maximize the attention budget left over for AI agents to do their job:

## Decision tree models

Decision tree models compress thousands of demographic features into a single propensity score by learning which combinations of features predict a specific outcome. They work by recursively splitting the population based on feature values—much like a flowchart—to find patterns that distinguish people who achieve an outcome from those who don't. **Instead of forcing an AI agent to reason about every demographic detail, the model distills this complexity into one number that captures everything relevant to the prediction.**

The input is historical examples: people who converted versus those who didn't, along with demographic and behavioral features describing them. The output is a percentile score (0-100) or probability for each person, indicating how likely they are to achieve the outcome. This compression is dramatic—from potentially 1,500 input features per person down to a single score that the agent can easily incorporate into its decision-making.

[![Decision trees efficiently compress thousands of demographic datapoints into high-signal tokens for LLMs](https://developers.google.com/static/machine-learning/decision-forests/images/DecisionTree.png)](https://developers.google.com/static/machine-learning/decision-forests/images/DecisionTree.png)
_Decision trees efficiently compress thousands of demographic datapoints into high-signal tokens for LLMs ([source: Google ML](https://developers.google.com/machine-learning/decision-forests/decision-trees))_

Decision trees give you numeric scores and lift that can go straight into your context:

[![Help the LLM understand how convinced the user is](/images/blog/finance-lift-table.png)](/images/blog/finance-lift-table.png)
_Help the LLM understand how convinced the user is ([source: Faraday blog](/Users/seamus/fdy/src/magic/src/content/blog_posts/how-to-optimize-ads-for-compliance-in-finance.md))_

Consider a credit union building an AI agent to help members with financial planning. Without propensity models, the agent would need to process 1,500 demographic fields per member every time it considers whether to recommend opening a savings account. With a decision tree model, the agent simply receives a score indicating each member's likelihood to open an account, preserving its attention budget for actual conversation and advice.

## Recommender systems

Recommender systems compress interaction history—purchases, clicks, views—into ranked predictions of which product or action comes next. These systems analyze the matrix of who-interacted-with-what across your entire customer base to find latent patterns: "people who bought A and B tend to buy C next." **Instead of an AI agent processing raw transaction logs and product catalogs to figure out what to recommend, it receives a pre-computed ranked list that captures all that complexity.**

The input is a transaction or interaction matrix (rows are people, columns are products or actions) plus any product metadata. The output is a ranked list of recommendations for each person—typically the top 5-10 options most likely to resonate. This compression is especially powerful because it captures collaborative filtering patterns (what similar people liked) without forcing the agent to analyze the entire interaction history every time.

[![Recommenders use matrix factorization to efficiently compress product affinity and transaction history into high-signal tokens for LLMs](https://developers.google.com/machine-learning/recommendation/images/Matrixfactor.svg)](https://developers.google.com/machine-learning/recommendation/images/Matrixfactor.svg)
_Recommenders use matrix factorization to efficiently compress product affinity and transaction history into high-signal tokens for LLMs ([source: Google ML](https://developers.google.com/machine-learning/recommendation/collaborative/matrix))_

Imagine an e-commerce site building an AI shopping assistant. Instead of the agent analyzing every past purchase across thousands of products to determine what to suggest next, it receives "most likely next 5 products: [Product A, Product B, Product C, Product D, Product E]" and can focus its attention on how to present these recommendations conversationally based on the current chat context.

## Cluster models

Cluster models group similar people together and identify the defining characteristics of each group, compressing individual-level variation into persona-level patterns. Rather than treating each consumer as a unique snowflake across thousands of attributes, clustering finds natural segments where people share meaningful similarities. **An AI agent can then work with a handful of personas instead of reasoning about every individual's complete demographic profile—a massive reduction in cognitive load.**

[![Don't tell your LLM all the dots... tell it the cluster](https://developers.google.com/static/machine-learning/clustering/images/clustering_example.png)](https://developers.google.com/static/machine-learning/clustering/images/clustering_example.png)
_Don't tell your LLM all the dots... tell it the cluster ([source: Google ML](https://developers.google.com/machine-learning/clustering/overview))_

The input is your customer population with demographic and behavioral features. The output is typically 3-7 personas, each with defining characteristics and a label for every individual indicating which persona they belong to. For example, a model might identify distinct groups like "Budget-Conscious Families" and "Premium Singles," automatically determining which datapoints (income, household size, urban vs. rural) meaningfully distinguish these personas.

Consider a subscription service building an AI agent for customer support. Instead of the agent processing each customer's unique demographic and usage profile from scratch, it receives "this customer belongs to the Budget-Conscious Families persona" and can immediately apply relevant context about typical concerns, preferences, and communication styles for that segment. The agent's attention is freed up to focus on the specific support issue rather than figuring out who this customer is.

## Faraday implementation notes

For readers interested in how these compression techniques are implemented in practice, here's how Faraday handles each approach:

**Decision tree models**: Faraday [Outcomes](https://faraday.ai/docs/abstractions/outcomes) handles this compression using multiple algorithms including [random forests](https://cloud.google.com/bigquery/docs/reference/standard-sql/bigqueryml-syntax-create-random-forest) and gradient boosted trees. The system trains separate models for different customer lifecycle stages (how long someone has been in the sales funnel), handles both vendor-enriched demographic data and customer-only data, and applies fairness adjustments to ensure protected demographic groups aren't disadvantaged by the predictions.

**Recommender systems**: Faraday [Recommenders](https://faraday.ai/docs/abstractions/recommenders) uses a two-stage approach: [matrix factorization](https://cloud.google.com/bigquery/docs/reference/standard-sql/bigqueryml-syntax-create-matrix-factorization) finds collaborative filtering patterns, then propensity models (similar to Outcomes) refine those recommendations using demographic data. The system handles cold-start scenarios (new customers with no purchase history) by falling back to demographic-based predictions, and adapts to different data availability levels—working whether you have rich behavioral data or just basic customer information.

**Cluster models**: Faraday [Persona Sets](https://faraday.ai/docs/abstractions/persona_sets) implements this using [k-means++](https://cloud.google.com/bigquery/docs/reference/standard-sql/bigqueryml-syntax-create-kmeans) clustering. The system automatically selects the optimal number of groups (balancing too few vs. too many personas), removes outliers before clustering to prevent extreme cases from distorting the personas, and identifies which specific datapoints distinguish each persona—importantly, not forcing every datapoint to matter when some simply don't differentiate between groups. It also builds lifetime value predictions for each persona, helping prioritize which segments deserve more attention.

## Conclusion

When you use AI copilots like Cursor or Claude Code, you can feel them efficiently quantifying and summarizing your code base. They use tools like vector search and `grep` to pull out the high signal tokens and leave themselves lots of attention budget to write code. This is similar to what's necessary with AI agents that want to use third party data to interact with consumers. You have to selectively compress information about the consumers; decision trees, recommenders, and clusters are a simple quantitative way to do this.

Just as code copilots like Claude Code use tools like vector search to pick out relevant code (saving attention for writing code), consumer-facing AI agents should use predictive models to pick relevant demographic signals (saving attention for conversation and decision-making).

Context engineering and demographic data

## Who this guide is for

This post is written for marketing and operations leaders in the home-services industry—the people responsible for filling calendars, scheduling appointments, and keeping call centers busy at roofing, solar, and plumbing companies. Whether you’re running campaigns in [ServiceTitan](https://www.servicetitan.com/), [Housecall Pro](https://www.housecallpro.com/), [Salesforce](https://www.salesforce.com/) or [HubSpot](http://hubspot.com), your challenge isn’t collecting more leads. It’s figuring out which ones will actually book jobs.

If you’re a CMO, VP of Marketing, or Marketing Ops leads in home services, this piece will show how a predictive data layer can plug into your existing [CRM](https://www.salesforce.com/crm/what-is-crm/) to help your team focus on high-intent prospects—and stop wasting time on leads who were never going to convert.

## The problem: Your CRM knows what happened before but not what happens next

Your CRM is great at logging calls, tracking appointments, and storing customer info. But it’s not helping you anticipate what will happen next, who is likely to convert, or how much they might buy. Your team is still guessing who to call first. Campaigns are firing blind. Reps are wasting hours chasing low-quality leads.

The problem isn’t your CRM—it’s what it’s missing: predictive context. You’ve got historical data, but not behavioral or financial signals that show who’s ready to book. That’s where adding data AND predictions comes in.

## The solution: The predictive data layer: what it is and why it matters

A predictive data layer adds real-world behavioral and financial signals drawn from verified consumer data to each contact in your CRM. In addition to first party data you collect from web form fills and past interactions, you get third party data points and scores based on how likely each lead is to book right now or in the next 30, 60, or 90 days.

Faraday’s predictive data layer integrates directly into your CRM—no replacement required—and automatically adds key datapoints that reveal intent, readiness, and fit. The result: your reps spend more time on leads that close, not leads that clog up the queue.

## What smarter CRMs deliver

Companies that add predictive enrichment to their see immediate results:

* [Fewer wasted calls as reps focus on high-intent prospects](/stories/call-center). If you could sort your call list, why wouldn't you?  
* Higher close rates across campaigns. By avoiding bad leads, or leaving them for last, you get better results sooner.  
* Cleaner funnels and more predictable revenue forecasting. You can calculate an "estimated value" (EV) for every lead, even if it just appeared in your pipeline.

## Faraday has the datapoints that change everything

Most CRMs weren’t designed to predict—they were designed to record. Faraday fills that gap by adding a predictive data layer that plugs directly into your existing tools. You don’t need a data science team, a new platform, or an overhaul. Just a connection to the [**Faraday Identity Graph**](/features/faraday-identity-graph), which powers over 1,500 verified consumer datapoints—everything from financial readiness to life-stage signals.

While our platform is chocked full of data that drives value, some are particularly useful for home services brands like yours. Here are the high-impact datapoints Faraday adds to your CRM:

**1️⃣ Credit score proxy:** Predicts a household’s financial readiness without a hard credit pull. Perfect for screening prospects before offering financing options.

**2️⃣ Likelihood-to-Convert:** Scores leads based on real behavioral patterns, showing who’s statistically most likely to book a job this week.

**3️⃣ Dwelling type:** Distinguishes renters from homeowners—critical for knowing whether to push service contracts or new installs.

**4️⃣ Household income & equity:** Adds key context for premium upsells, like full HVAC replacements or solar upgrades.

### So in short, with Faraday’s data, you can:

✅ Predict who can pay  
✅ Predict who will book  
✅ Predict what to offer next

## How to add predictive data to your existing CRM

Adding the datapoints you need to your CRM with Faraday is easy and fast. In a few careful steps, you can turn your existing customer database into a predictive engine that shows you who’s ready to book, who needs nurturing, and who’s not worth chasing—without touching your current workflows.

1. **Connect your records.** Faraday integrates directly with platforms like ServiceTitan, HubSpot, or your internal CRM through a secure API. Our [developer-friendly API](/docs/reference) and [detailed documentation](/docs) are a good starting point- and we'll give you a hand getting it set up. You can also give it a try using simple CSV uploads and downloads, to get comfortable with the data.  
2. **Enrich with Faraday’s Identity Graph.** We fill in the missing details—household, property, demographic, and behavioral data that CRMs alone can’t provide.  
3. **Deploy predictive datapoints.** Append fields like Credit Score Proxy or Likelihood-to-Convert so your team can instantly see which leads matter most.  
4. **Automate routing and prioritization.** Use these datapoints to filter and prioritize your call queues or lead-routing automations—whether that’s directly inside your CRM or through integrations like [ActiveProspect’](https://activeprospect.com/)s [LeadConduit](https://activeprospect.com/leadconduit/). This ensures your highest-value prospects are called first and passed to the right reps in real time, reducing manual triage and wasted dials.

> Implementation should take a couple weeks—after that, your CRM doesn’t just record what happened—it starts predicting what’s about to happen next.

## FAQ

1. **Do I need to replace my current CRM (like ServiceTitan or HubSpot) to use Faraday?** No. This is the most common misconception. Faraday is a predictive data layer, not a new CRM. It plugs into your existing system and enriches the customer records you already have. Your team keeps working in the tool they know, but with new, predictive data at their fingertips.

2. **What’s the difference between Faraday’s predictive scoring and my CRM's built-in lead scoring?** Traditional lead scoring is manual and behavior-based (e.g., "opened email" \= \+5 points). It only knows what a lead does with you. Faraday’s predictive scoring is AI-driven and market-based. It compares your leads to a massive, verified consumer dataset to find patterns. It answers a different question: not "Is this lead engaged with my marketing?" but "Does this lead look like someone who will actually book a job?"

3. **Do I need a data science team or data engineers to implement this?** It makes it easier, but not necessarily. Faraday has integrated with hundreds of marketing and operations teams and we can provide more or less help depending on your situation because we connect via pre-built integrations and APIs, you don't need data scientists to build or maintain models. Your ops team can map the new data fields (like Likelihood-to-Convert) into your CRM, and your marketing team can start using them in automated workflows immediately.

4. **How does a call center rep actually use a "Likelihood-to-Convert" score?** Faraday appends this score directly to each lead record in your CRM or routing system.

* **Qualification:** The system can filter out bad leads before they ever make it to your call center, if you want.  
* **Prioritization:** Reps can sort call queues by highest Likelihood-to-Convert, so they start with leads most likely to book—no guesswork or manual filtering.  
* **Routing:** Through integrations like **LeadConduit**, high-scoring leads can be automatically routed to top reps or live-transfer partners, while lower scores move to nurture sequences. The result: reps spend time where it counts—on the leads that actually book.

5. **Is Credit Score Proxy compliant?** The Credit Score Proxy is a modeled attribute, not actual credit bureau data. It is privacy-safe, does not require a "hard" or "soft" credit pull, and does not use or access any data from credit bureaus, making it fully compliant for marketing and prospecting use cases. More information can be found [here](/blog/prioritize-with-credit-score-proxy). 

## Putting it all together

So what should you walk away with? Your CRM isn’t broken—it’s just incomplete. By layering in Faraday’s powerful and varied datapoints, you give your team the visibility they’ve always needed: who’s likely to book, who’s financially ready, and who’s worth a follow-up later.

The result? Smarter routing, cleaner funnels, and a marketing team that can finally prove its impact in booked jobs—not dashboards.

If you’re ready to make your CRM predictive, reach out or take a look at our [API docs](/docs/reference).

Faraday’s predictive data layer turns your homeservices CRM into a tool that shows which leads are most likely to book, helping your team focus on high-intent prospects and close more jobs efficiently.

Your home-services CRM needs predictive data to predict who will actually book

If you’re using predictive models, the number one question you’ll eventually ask is: *Are these predictions actually working?*

At Faraday, we love that question. We’re not here to spin our wheels—we want to generate tangible value for each and every client. That ethos is built right into our sales process: before any client signs on the dotted line, we offer to run a custom [holdout](/blog/holdout-testing-evaluate-prediction-accuracy) analysis on their data to prove our models can accurately predict how their customers behave. That’s **transparency** and **trust** from the very beginning.

But after those lines are signed and once those models are live, it can sometimes become harder for clients to get that same level of visibility. Sure we have a variety of other [explainability and transparency](/features/ai-safety-and-responsible-ai) features but here at Faraday, we aren’t really ones for leaving well-enough alone. 

Trust in AI isn’t built on promises, it’s built on proof. So that’s why we’ve released **Efficacy Reporting**, a new feature in the Faraday dashboard that gives you yet another layer of insight into how your models are operating.

## What it does

Just like a holdout test, Efficacy Reporting measures the correlation between Faraday’s predictions and what actually happens. Reports are autogenerated for pipelines that have an [Outcome](/docs/abstractions/outcomes) in the payload (which must have eligibility explicitly configured). 

> 📌 Note: Efficacy Reports require a live, regularly updated dataset connection. One-off uploads won’t generate meaningful reports, since we need to verify outcomes over time.

Each report breaks down performance by decile—the top 10% of predicted scorers, the next 10%, and so on—so you can quickly see how outcomes line up against model expectations. A strong model will show the classic “lift” shape: higher attainment in the top deciles, tapering off toward the bottom.

[![Model efficacy report in Faraday dashboard](/images/blog/efficacy-reports-in-dashboard.png)](/images/blog/efficacy-reports-in-dashboard.png)

## Where to find it

Efficacy reports live in the [Pipeline tab](https://app.faraday.ai/pipelines) of the Dashboard for any qualifying pipeline. As they’re auto-generated, there’s no extra setup required, and they’re tied directly to the models they evaluate, so you’re always looking at performance in context.

## Who it’s for and how to use it

Efficacy reporting is designed for the teams and leaders who rely on predictive insights to make decisions. 

* Marketing and growth teams can use it to build confidence that their campaigns are aligned with reality.   
* Data teams can use it to validate that models are holding up over time without pulling ad‑hoc reports.   
* Executives can use it to get clear, ongoing evidence that predictive AI is delivering ROI.

In practice, efficacy reports let you validate Faraday models over time without extra manual work, spot potential performance issues early, and build confidence with internal stakeholders that predictions are worth scaling.

## What’s next for transparency at Faraday?

Efficacy reporting is just one step toward making the performance of your predictions as visible and explainable as possible. We’ll keep expanding this framework so you can always see, in concrete terms, how Faraday is driving real outcomes.

Because at the end of the day, predictive AI should be more than a [black box](/blog/the-ai-blackbox-is-a-liability) — it should be something you can measure, trust, and build on.

Efficacy reporting lets you see how well your Faraday models are performing in the real world by comparing predicted outcomes to actual results.

What's new: Efficacy reporting makes modeling even more transparent

We’re excited to launch a new email notification feature in Faraday that keeps you seamlessly informed when your most important resources complete a build or refresh, or enter an error state. No more manual checking; now you’ll know exactly when things wrap up (or need attention).

### What’s new
- **Email notifications for key resources** — Receive an email when important resources, like Outcomes or Datasets, finish building, refresh, or encounter an error.  
- **Selective rollout** — Everyone has access to the new *Settings → Notifications* feature, but only some users will have notifications pre-enabled. All other users can opt in at any time.  
- **Opt-in controls** — Notifications are off by default for new users.   

### Why it matters

Resources in the Faraday dependency graph often pass through intermediary states and may take hours—even a day or more—to complete. Until now, users had no automatic way of knowing when a resource built, refreshed, or failed, which could leave downstream workflows hanging. With these notifications, you can stay aligned in real time and act faster when things finish (or fail).

### Get started

If notifications aren’t already enabled for your account, visit *Settings → Notifications* in the Faraday app to turn them on and start receiving alerts.

Faraday now supports customizable email notifications, letting users opt in to alerts when key resources finish a build, refresh, or encounter errors.

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