Score aggregation is a method we use to enhance the accuracy and stability of predictions when individual-level data is incomplete. Instead of relying solely on aggregated traits—an approach that works great when appending data but can introduce volatility in model outputs when scores are produced with these aggregated inputs—we take the next step and aggregate scores themselves. This ensures that models can still generate high-quality predictions, even when full individual identity resolution isn’t possible.

By leveraging aggregated scores, we can create smoother, more consistent predictions across varying levels of enrichment. This builds on our existing strategy of using aggregated traits for data appends but tailors it specifically for improving modeling outcomes.

## A simple example

Sounds a little complicated? It’s actually easier than you think\! Let’s break this down with a simple scenario that unpacks two hypothetical individuals: 

#### John Doe – Fully identified

John lives at 456 Oak Street, and we have all the necessary PII to match him confidently in our system. Because of this, we can generate a highly individualized score based on his specific traits and history no problem. This is how our identity resolution process ideally works.

#### Jane Doe – Partially identified

Jane, on the other hand, lives at 123 Main Street, and we don’t have enough personal information to fully match her. However, we do know a lot about her household. Previously, we would have used aggregated traits from the household (or street, postal code, depending on how far out we’d need to go to find accurate information) to generate her score, but this could result in fluctuations.

Now, instead of scoring her based on those aggregated traits directly, we leverage an **aggregated score**—we average the **scores** of people in similar groups (in this case her household) rather than creating an average person based on traits and then scoring that, itself. This provides a more stable and accurate prediction, reducing potential variability and improving reliability.

[![Score aggregation diagram](/images/blog/score-aggregation.png)](/images/blog/score-aggregation.png)

## So how does it affect you?

The key impact of score aggregation is that it makes every model better. However, you might also notice changes to individual scores, and here’s why:

* **More reliable predictions:** Instead of introducing potential spikes from scoring based on aggregated traits, we now rely on aggregated scores, which reflect a more stable signal.  
* **More inclusive modeling:** Even when we can’t fully identify an individual, we can still provide a meaningful prediction using data from their household or surrounding population.  
* **Fewer gaps in data:** If a person’s identity is incomplete, we don’t discard the opportunity to score them—instead, we use the best available aggregated score to fill in the blanks.

### Key considerations

When implementing score aggregation, there are a few key considerations to keep in mind. First, using aggregated scores helps prevent sudden shifts in predictions that might occur when only aggregated traits are used. This approach provides a more stable and reliable signal. Second, our methods adapt based on the available data: when full PII (Personally Identifiable Information) is available, we prioritize direct individual scoring. However, when only partial data is present, aggregated scores serve as a reliable fallback. Lastly, if only household-level data is available, rather than estimating an individual’s score based on household traits, we derive a score from the averaged predictions of others in similar households, ensuring that the prediction remains accurate and meaningful despite incomplete individual information.

### In conclusion

By adopting score aggregation, we ensure that models remain robust and useful even when some data points are incomplete. This helps businesses make better decisions with confidence, regardless of data availability. If you'd like to learn more about how this—and the numerous other services and [AI agents](https://faraday.ai/templates) that Faraday provides—could benefit your business, [reach out](https://faraday.ai/talk-to-sales)\!

Score aggregation improves prediction accuracy and stability by averaging scores from similar groups rather than estimating individual scores from aggregated traits.

Noticed a change in your score reporting? Here’s how score aggregation is improving your results

When you’re ready to use Faraday to build [AI Agents](https://faraday.ai/features/customer-behavior-predictions), the first step is getting your data into our system. There are two primary methods to make that happen—using a data warehouse or uploading individual `.csv` files. Your best option depends on your team’s setup and resources. This guide covers how to ingest your data and best practices to make it usable for modeling as quickly as possible.

## Part 1: Locating your data

### Data warehouse vs. file upload

**Data warehouse:**  
If your data resides in a warehouse (e.g., [Snowflake](https://www.snowflake.com/en/) or [BigQuery](https://cloud.google.com/bigquery?hl=en)), integration is straightforward. Your team can provision a small, dedicated space within the data warehouse for Faraday, providing secure, efficient, and timely transfers without the hassle of repeated manual uploads. Our [connections](https://faraday.ai/docs/how-to/connections) console provides the necessary credential details for integration.

**File uploads:**  
If your data is managed as individual files, you can upload them directly via our datasets console. Although this method is simple, it is time-consuming to keep data fresh over time because of the level of effort required each time.
- `note:` Faraday is looking for `.csv` (comma-separated values) files - they can be exported from databases, various business platforms and spreadsheets alike.

  **Automation considerations:**  
  For brands using cloud storage (e.g., [Amazon S3](https://aws.amazon.com/s3/) or [Google Cloud Storage](https://cloud.google.com/storage?hl=en)), setting up automated data transfers is simple and efficient. These services can be connected to Faraday with minimal effort and can be nearly as effective as connecting directly to a data warehouse.

  An SFTP transfer option is equally suitable, but may require slightly more knowledge and access to resources within your organization.

---

## `.csv` file formatting requirements

To ensure smooth processing, follow these guidelines when preparing your CSV files:

- **Format:**  
  - ***Files:*** Most of these files are comma-separated and UTF-8 encoded, ideally with a header row listing the column names. If headers are missing, you can add them in the dataset configuration's 'Advanced options'.
  - ***Data warehouse*:** Sticking as closely to simple and common types of fields such as decimals, integers, boolean (true/false) and text (string/varchar) are most effective. Tables or views are both acceptable.

- **Size:**  
  - ***Files:*** Individual files can be up to 5GB in size, and generally should be fewer than 50 columns. Consider splitting larger files into smaller parts and-or removing any fields not related to *behavior*, *time*, *quality* or *identity*.
  - ***Data warehouse*:** Generally, there is no size limit for data warehouse tables, but large tables should be handled with care because the larger the dataset, the longer the processing time.

- **Structure:**  
  - ***Files:*** If providing updates to data, ensure consistent structure across all files in a dataset (cloud bucket/SFTP: "*prefix*") - column names, orders and the data types they are set to (if applicable).
  - ***Data warehouse*:** If using a table, ensure it remains up to date through a regular refresh process. Flattened tables (not nested) are preferred in most cases. Plan on establishing a set of fields to include and avoid changing them over time (such as adding or removing fields).

- **Delimiter consistency:**  
  - ***Files:*** Prefer commas as standard delimiters, but this setting is customizable at the dataset level (tabs, semicolons). If necessary, ensure all columns are quoted.

- **Additional flexibility:**
  - ***Files:*** We accept zip-compressed files such as .gz or .zip if you are batching and saving on storage.

---

## Part 2: Data essentials for accurate predictions

Once your data is uploaded, it must include the necessary elements for precise predictions. Faraday supports various data types, but certain formats yield better results.

### Types of data

- **Event stream data:**  
  This type of data is preferred for its detailed insights into customer behavior, where each row represents an event (e.g., account creation or purchase) - with a *timestamp*. This granularity is key for understanding customer journeys. (See our [Datasets documentation](https://faraday.ai/docs/abstractions/datasets) for more details.)
    
    Flavors:
    - email engagement data
    - website engagement data
    - app usage data
    - order data
    - sales funnel data
    - customer journey mapping
    - direct mail response tracking

- **Customer-level (summary) data:**  
  This type of data captures one row per customer with summary information such as: purchase history metrics, customer tier, original source or lifetime value. With a joining key (e.g., customer_id), it works best when combined with event stream data.
  - `note:` Summary type data may hold valuable insights on your customers' [first-party traits](https://faraday.ai/blog/first-party-features). It *can* also include event timestamps as additional columns when relevant and is frequently seen in CRM exports.

### Essential fields

To ensure accurate modeling, include these key fields:

- **Personally identifiable information (PII):**  
  First name, last name, address (street, city, state, postal code), email, and phone number. At least name + address or email are required at a minimum. More PII enables enhanced data enrichment through the [Faraday Identity Graph](https://faraday.ai/docs/abstractions/traits), and can unlock a world of value.

- **Event timestamps:**  
  Accurate timestamps are critical for tracking when events occur. "YYYY-MM-DD" is the preferred format, but other common selections are available via the app and API. 
  - `note:` Ensure all time-based fields follow the *same* format, whichever option you choose.

  - **Event properties:**
    Other values which are captured at the time of the event that may exist in your records. (Cost of goods, method of payment, unique products or services, result of event)
    
    In these cases, the additional data should answer the question: `How much value was generated for your business by this event?`

- **Unique identifiers:**  
  Each set of data should have a *primary key* (e.g., an order number) and a *reference key* to link said event to an individual. These datapoints deliver maximum flexibility to both you and Faraday through the process of updates.

### Identity resolution and matching

After your first-party data is connected, Faraday’s identity resolution software links individuals to additional third-party attributes with over 1,500 available traits and counting. Providing as much quality PII as possible improves matching accuracy and minimizes reliance on aggregated traits.

At a minimum, you must provide an email or a combination of first and last name with street address and postal code.

---

## Note on data hygiene

Organizing and labeling your data correctly is vital — poor quality input yields poor quality output every time. Clean, well-curated data leads to smoother processing and more accurate insights.

**Best practices include:**

- Maintaining consistent formatting: no type mixing across fields, names and addresses follow a similar structure, categories have fixed sets of standard values, and avoiding filler values for missingness (e.g., "None", "N/A")
- Verifying that phone numbers are a full 10 digits, accurate emails are provided, and names come with *full* physical addresses
- Deduplication
- Ensuring you do not have large gaps in field coverage or in time between groups of events
- Not providing more than you intend to use (aside from future use cases)

Investing time in even minimal data hygiene upfront saves time and reduces the likelihood of missing a problem that was lying in wait.

---

## What’s next?

Getting your data into Faraday is just the beginning. By following these best practices, your data will be structured and ready for predictive modeling—whether you’re predicting lead conversion or conducting market opportunity analyses. If you have trouble checking all the boxes above, don't worry - Faraday will help find a solution for your needs.

Let us know if you have additional questions as you prepare your data. You can connect with support at support@faraday.ai - happy modeling!

To get started with Faraday, proper data ingestion is essential. This article offers a technical overview of the processes and best practices for preparing and ingesting your data into Faraday's system, ensuring fast and accurate predictions.

Preparing your data for seamless ingestion - a technical guide

When brands partner with [Faraday](http://faraday.ai), the goal is clear: deploy predictive models as quickly and effectively as possible to [drive business ROI](https://faraday.ai/stories/financial_services_client). But before any predictions can happen, the foundation has to be set, and that means getting the right data into the platform.

For marketers without a dedicated data scientist on their team, this step can feel like a hurdle. What data does Faraday need? In what format? How can you ensure a smooth process that avoids issues with matching and model performance?

These are big questions, and answering them correctly could be the difference between actionable predictions in a week or two versus a much slower and less efficient process.

## Start with the big picture

Before diving into spreadsheets and data exports, take a step back. The first question we ask any new client is: ***What problem are you trying to solve?*** Your goal determines the data you’ll need. For example:

* Are you looking to improve conversion rates? You’ll need historical data on past conversions.  
* Want to identify high-value customers? Transactional data will be key.  
* Need to optimize outreach? Engagement metrics and response data should be included.

Knowing your objective up front ensures that the data you provide aligns with your business needs. 

So what data do we need? The best answer is probably to give us access to *everything—*or at least, as much as is feasible for your company. While some data points are necessary to make the right predictions, all of them can help us to build a better and more holistic understanding of your existing customer base and the best potential customers you could reach within the US population.

![Meme about how much we love data](/images/blog/welovedata-meme.png) 

## So more IS better, but formatting matters

*So we’ll just give Faraday all our data as is and let them figure it out?*

**So, the answer is both yes and no.** While more data is generally better, it’s not just about volume—it’s about data quality. Brands without an established system to ensure [data hygiene](https://www.indeed.com/career-advice/career-development/data-hygiene) may encounter issues like malformed addresses (e.g., missing state or zip code), missing customer details (e.g. no address at all), or improperly formatted columns (e.g., first and last names in one field). While Faraday’s team can spot these issues early on, working with clean, well-structured data from the start will drastically speed up the process, leading to faster, more accurate predictive models.

If you're facing challenges with data hygiene, don’t hesitate to reach out. In addition to our standard data cleanup, we offer more robust professional services upon request, with a variety of packages designed to help you wrangle your datasets. Even if your data isn’t perfect, we’ll help you identify and fix any issues, setting you up for quicker results.

## So what data should I include?

At a minimum, the following fields should be included to ensure proper matching and predictive accuracy:

* **Customer identifiers:** Name, email, phone, and address (as complete as possible)  
* **Leads:** Name and the date that someone became a lead  
* **Conversions (transaction-level preferred):** Dates of individual transactions, along with product details and amounts (if applicable)  
* **Engagement metrics:** Website visits, email opens, and interactions

#### Customer-Level vs. Transaction-Level Data

While you can provide customer-level conversion data (e.g., first or last transaction date), we usually do not need it and cannot use it for a holdout test. Instead, transaction-level data—with a date for each transaction—is preferred, as it enables more accurate predictive modeling.

And if you're unsure where to start, focus on conversion rates. Defining how your brand measures conversion—whether through completed purchases or booked appointments—helps us create more accurate predictive models and simplifies the entire process.

## Where does your data live?

Once you’ve identified the right data, the next step is understanding where it lives. Is it spread across multiple systems like a CRM, e-commerce platform, and customer support database? Do you have easy access to it and permissions to share it externally, or will you need internal approvals? For enterprise brands, pulling data may require specific requests within your organization. Understanding these logistics early on can prevent delays.

In the best case, your data lives in an organized data warehouse like [Snowflake](https://www.snowflake.com/en/), [Bigquery](https://cloud.google.com/bigquery?hl=en), or [Redshift](https://aws.amazon.com/redshift/). This makes ingress easy, as Faraday is a fully composable platform that can integrate with existing data warehouses, functionally sitting on top of them as a decisioning layer, and then automatically routing predictions to channels like [meta ads](https://aws.amazon.com/redshift/), [Shopify](https://www.shopify.com/), or many others. To learn more about our available integrations, take a look at [our integrations landing page](https://faraday.ai/integrations). 

![Faraday adds a decisioning layer on top of your data warehouse](/images/blog/data-warehouse-first-strategy.png) 

If your data isn’t stored in a warehouse, you can upload individual CSV files through our dashboard, but if you do make sure to pay attention to your data hygiene\!

## Data hygiene, what’s that?

Data hygiene is the practice of keeping your data clean, structured, and accurate to ensure the best possible outcomes when using predictive modeling and AI tools like Faraday. Poorly formatted, incomplete, or inconsistent data can lead to mismatches, errors, and weaker insights. Clean data doesn’t just make processing smoother—it directly impacts the quality of predictions and business decisions, **and this is the single most important thing to pay attention to when importing your data into Faraday\!**

The first step to good data hygiene is ensuring consistency in formatting. Datapoints such as names, addresses, and dates should follow a structured format, ideally with first and last names in separate columns and dates consistently standardized in a format like YYYY-MM-DD (I[SO 8601](https://en.wikipedia.org/wiki/ISO_8601)). Additionally, emails and phone numbers should be complete (no 7 digit phone numbers or filler values like “noemail@none.com”) to enable seamless enrichment with third-party attributes in the Faraday Identity Graph. Clean PII helps ensure the best possible enrichment rates for model performance.  
Properly labeled and complete fields prevent confusion and make it easier to match records correctly whereas missing or incomplete records can significantly weaken predictive accuracy. 

Despite the fact that data gaps can be somewhat mitigated by aggregated scoring, better results are always seen when providing a sound dataset from the get-go. If certain data points are unavailable, we can still make predictions, but providing as much information as possible—especially time-bound event data—will dramatically improve our ability to analyze your data quickly and accurately.

So in conclusion, taking the time to check, clean and structure your data before ingesting it into Faraday will save time, prevent headaches, and lead to stronger, more reliable predictions. If you have questions about how to prepare your data, don’t hesitate to reach out to your Strategic Account Manager or Faraday support. 

And speaking of our supportive team…

## Leveraging forward-deployed data science (FDS) for a faster start

Getting your data into Faraday doesn’t have to be a challenge—we offer multiple options to help you onboard seamlessly. Enterprise clients can access Forward-Deployed Data Science (FDS) for hands-on guidance, while all clients benefit from professional services, dedicated support, and self-serve resources to streamline data ingestion.

Our team helps eliminate bottlenecks by structuring and preparing data, optimizing predictive models, and providing strategic guidance. Whether you need help standardizing fields, refining lead suppression strategies, or aligning predictions with business goals, we ensure your models are built on a strong foundation.

For enterprise clients, FDS embeds our experts directly into your workflow, continuously refining models and adapting strategies to market shifts. No matter your level of support, we’re here to help you get started quickly and drive measurable impact from day one.

If you’d like to learn more about this available resource, take a look at our [recent blog post](https://faraday.ai/blog/FDS-changes-the-game) detailing our decision to forward deploy our data science team.

## Final checklist: Setting your team up for success

To make the handoff between your business and technical teams easier, follow this checklist: 

✅ Clearly define your business objective

✅ Identify where relevant data lives 

✅ Ensure core customer identifiers are included 

✅ Provide date fields for key events 

✅ Clarify how conversion rates are measured 

✅ Work with FDS to streamline the process

By following these steps, you’ll avoid common pitfalls, speed up deployment, and get to actionable predictions faster—maximizing the impact of AI-driven insights on your business.

## In conclusion

Getting your data into Faraday doesn’t have to be complex. With the right preparation and support, you can streamline the process, move quickly from data ingestion to predictive modeling, and unlock actionable insights faster.

If you’re ready to learn more or have any questions about preparing your data for Faraday, don't hesitate to reach out. Or if you're feeling prepared to go at it alone, get started for free today, and [sign up here](https://login.faraday.ai/u/signup?state=hKFo2SBTU2FQa0dIbmg4QzBfV0kwTDczbXdiVHc5Wm1mOVB5TqFur3VuaXZlcnNhbC1sb2dpbqN0aWTZIHk0S3JUSGlUMExSSFVPejduNDdBQnpFeHBjZVVjN00xo2NpZNkgMDF6SWFodVNaV203SmRVMFNtWmVNUHMzZ2ZHcklqWTI)\!

To deploy predictive models effectively with Faraday, clients need to start with clean, well-structured data that aligns with their business objectives, ensuring smooth ingestion and accurate predictions. This blog serves as a high-level introduction to this process.

Preparing your data for seamless ingestion - a marketer's overview

You know your customers—but do you know how to quantify them? Have you ever considered that something as seemingly random as **"roof type"** or **"interest in boating"** might influence whether someone wants to buy your product? The reality is, we’re all made up of a range of traits, and we don’t always know which ones will most impact purchasing behaviors.

That’s why the [Faraday Identity Graph, a gigantic set of 1,500+ customer attributes](https://faraday.ai/features/faraday-identity-graph) is so valuable. It captures both the obvious and the unexpected, giving businesses an edge in understanding what truly drives conversions. Still not convinced? Let’s take a look at some of the weirdest, most surprising traits that can help businesses make smarter decisions.

*Now, please note that these are hypothetical examples—after all, we wouldn’t want to disclose any of our current customers’ “secret sauce.” However, these vignettes illustrate the unexpected ways our FIG has informed value-driving outcomes.*

## Vignettes: expected problems with unexpected solutions

### Predicting insurance customers who need premium coverage

* **Challenge:** An insurance provider wants to upsell premium policies to the right customers but relying solely on income data hasn't been cutting it.

* **Unexpected solution:** "Spending habits percentile" — Individuals who consistently spend at higher levels tend to value protection for their assets and financial well-being. By identifying high-spending individuals, the insurer can target them with personalized offers for premium life, home, and auto insurance policies, ensuring they have the right coverage for their lifestyle.

### Finding the best locations for a new coffee chain

* **Challenge:** A growing coffee brand needs to find locations with high morning foot traffic.

* **Unexpected solution:** "Propensity to own a dog" — Dog owners tend to follow a routine and take their pets for walks in the morning, making them prime candidates for coffee shop visits. By targeting neighborhoods with a high concentration of dog owners, the coffee brand can identify areas with a ready customer base for morning foot traffic.

### Predicting high-end jewelry buyers

* **Challenge:** A trendy jeweler is aiming to branch into new markets. They know some indicators like income level and location are relevant, but what else might help?

* **Unexpected solution:** "Garage parking spaces" — People who have garage parking are often homeowners with higher incomes, typically living in more affluent neighborhoods. This demographic is more likely to invest in luxury goods, including high-end jewelry. By targeting individuals with garage parking, jewelry brands can identify customers who are more inclined to make premium jewelry purchases, such as fine watches, diamond rings, or luxury accessories.

### Finding the right audience for debt consolidation services

* **Challenge:** A debt consolidation provider wants to reach consumers who are likely to need their services but may not be actively searching for help.

* **Unexpected solution:** "Catalog Showroom credit card usage" — People who frequently use catalog showroom credit cards may have higher levels of revolving debt, often at steep interest rates. By identifying these consumers, the provider can target individuals who are likely to benefit from consolidating their debt into a lower-interest option, offering relief before they fall into deeper financial strain.

### Identifying high-value clients for a financial services firm

* **Challenge:** A financial services company wants to identify potential high-value clients for premium investment products.

* **Unexpected solution:** "Vehicle category \- luxury cars" — People who own luxury cars tend to have higher disposable income and an interest in premium goods and services. By identifying this segment, the firm can target prospects who are more likely to invest in high-end financial products, such as wealth management services, private banking, or exclusive investment opportunities.

## Why AI sees what humans miss

Does all this sound a little far-fetched? Well, we don’t mean to offend you, but that might be because you’re a lowly human. The whole reason predictive AI agents are so valuable is their ability to recognize patterns we might never think to look for.

We rely on AI because it takes care of the busy work—handling repetitive tasks far more efficiently than we ever could—but more importantly, AI spots the connections we don’t. If 90% of people with Dutch gabled roofs buy BMWs, our models will detect that pattern, even if no human ever thought to check.

Faraday’s FIG does exactly this across 1,500+ attributes, helping businesses uncover the surprising, data-backed insights that fuel real growth.

## Breaking FIG down

Faraday’s Identity Graph (FIG) is what makes all of these insights possible. By synthesizing these unique attributes across hundreds of millions of U.S. adults, FIG gives businesses an unparalleled ability to understand and predict customer behavior.

But let’s be honest—1,500 is a lot of data points to consider. To help make sense of it all, we’ve broken FIG down in the following graphic to show the scale of the 1,500+ attributes and also breaking them out by category. A more detailed listing of all FIG attributes can be found and downloaded as CSV [here](https://faraday.ai/features/faraday-identity-graph).

![](/images/blog/fig-visual-diagram.png)

FIG doesn’t just provide more data—it provides better, structured, and predictive-ready data that businesses can actually use to identify new connections that they'd likely never uncover on their own.

If you’d like to learn more about this powerful resource, take a look at the other blogs in this series\!

## Closing thought

Sometimes, the smallest, most unexpected data points unlock the biggest opportunities. FIG delivers both the obvious and the hidden predictors—helping businesses make smarter, data-driven decisions.

Want to see how these insights can transform your business? [Let’s talk](https://magic-pr-5668-faraday-ai.vercel.app/talk-to-sales)\!

Faraday's Identity Graph (FIG) includes unexpected customer traits—like "roof type" or "interest in boating"—and detects patterns amongst them that humans might miss, helping businesses make smarter, data-driven decisions.

The unexpected data that powers smarter predictions

At Faraday, we often hear from clients about their experiences working with our competitors. These conversations give us valuable insights into how our platform stands out in the market, and where we have room for improvement. Recently, one of our clients shared a specific experience that really resonated with us, and we wanted to take the opportunity to highlight it to our audience.

This client, who recently worked with [Think Unlimited](https://thinkunlimited.com/) before moving to Faraday, pointed out some key areas where we outshine our competition. As she put it:

*"The transparency of the data science behind the modeling \[at Faraday\] was refreshing. There were no secrets. It was our data, and it was given back to us in a digestible fashion. We could also easily access the experts behind the science to ask questions."*

We believe that transparency is crucial, and we’ve built our platform with the goal of making data science accessible and understandable for our users, so this was rewarding to hear.

This client also observed a significant difference in the quality of predictions between Faraday and Think Unlimited, noting that Think Unlimited's data science just didn’t seem as robust under the hood. This aligns with our commitment to providing high-quality, validated predictive models that you can trust.

But those observations are just the start. Let’s take a deeper dive into some of the key differentiators we've observed ourselves and how they contribute to Faraday’s unique value proposition.

## Faraday vs. Think Unlimited: Our core differentiators

### 1\. Real-time scoring with Faraday's Lookup API

One of Faraday's core strengths is our ability to score leads in real time. Thanks to our powerful [lookup API](https://faraday.ai/docs/features/lookup-api), users can get immediate feedback on lead quality, before bids are even placed. By receiving immediate feedback, businesses can optimize decisions in real-time, leading to better outcomes in high-pressure or fast-moving situations, such as the [ping post process](https://faraday.ai/blog/so-what-is-a-ping-post-anyway). Think Unlimited, on the other hand, lacks this level of real-time scoring capability, which can slow down the workflow, impact decision-making timelines, and in the case of the ping post process, result in lower quality leads being purchased. 

### 2\. A more robust data set for better predictive power

Our built-in Faraday Identity Graph is a rich third-party [data set](https://faraday.ai/features/faraday-identity-graph) that goes far beyond basic metrics by incorporating a wide range of insights that enhance the accuracy and depth of our predictive models. In addition to traditional data points, we include rich demographic, lifestyle, and behavioral data and this combination of static and dynamic data allows us to understand not just who a customer is, but how they engage with products, services, and brands. Using these third-party insights, Faraday’s models can create a dynamic, multi-dimensional picture of potential customers, leading to more accurate predictions of future actions, such as conversion or product interest.

Faraday’s robust data set also helps solve the [cold start problem](https://www.sciencedirect.com/topics/computer-science/cold-start-problem) by providing this rich data from day one, meaning that brands don’t have to wait for a build-up of their own first-party data before accurate scoring can commence. It also allows them to immediately target new customer segments or groups that they don’t have existing data for, facilitating expansions and allowing them to quickly roll out new campaigns and products.

The depth of our data enables Faraday to generate more accurate, quick, and actionable insights compared to our competitors, empowering businesses to make data-driven decisions with confidence. 

### 3\. Score explainability: know exactly why leads get their score

Faraday emphasizes clear [score explainability](https://faraday.ai/blog/faraday-score-explainability) with all of our models. This means that users can actually know exactly why each lead receives a particular score. This level of transparency is crucial for businesses that need to understand the "why" behind their results. Having this clear visibility into the model’s scoring also helps businesses gain confidence in their decisions and ensures they can optimize their approach based on a better understanding of the process.

That earlier client specifically highlighted this point as being one of the biggest advantages she appreciated with Faraday compared to Think Unlimited, where such transparency can be harder to come by.

### 4\. Flexible integration across use cases

Faraday isn’t just limited to lead scoring. Our platform is adaptable and can fill a range of other use cases, including [product recommendation](https://faraday.ai/docs/how-to/use-cases/customers/next-best-offer), [lead suppression](https://faraday.ai/templates/lead-suppression), and even [churn prediction](https://faraday.ai/templates/churn-scoring), [plus a bunch of other options](https://faraday.ai/templates). This versatility allows businesses to leverage Faraday’s insights across different departments and applications, and also sets them up for success when expanding their business or launching new types of campaigns they haven’t undertaken before. Think Unlimited’s capabilities are more narrowly focused, which can hinder adaptability and expandability.

### 5\. Access to experts

At Faraday, we take our data science seriously. But we also understand that predictive modeling is inherently complex and that just presenting where data comes from doesn't necessarily mean that the client will be able to understand it. 

Score explainability measures are a critical first step but sometimes, the best way to ensure a score is actually explainable is pretty straightforward: just have an expert explain it. That’s why we made the game-changing choice last year to forward deploy our entire data science team, making them directly accessible to our clients—our CTO even works with a range of client accounts to ensure that they’re getting the most possible value out of their investment. This level of open communication and transparency is something Think Unlimited lacks and is the ultimate failsafe to ensure users are able to understand their predictions, and the models behind them.

### 6\. Fully API-based for seamless integration

[Faraday is fully API-based](https://faraday.ai/docs/reference), meaning it can be integrated into any system programmatically, offering unmatched flexibility and customization. This structure not only simplifies integration but also provides the flexibility to adapt the models into any custom workflows, making it an ideal choice for companies looking for a solution tailored to their unique needs. Our API is also well-documented, which facilitates integration into clients’ existing tech stacks and ensures easier operation throughout the customer lifecycle. 

These features dramatically increase speed-to-deployment, with some clients seeing major cost savings or revenue growth [within their first month](https://faraday.ai/blog/optimized-direct-mail-outreach-in-one-month) after signing on. Think Unlimited, in contrast, lacks the API-based framework that makes Faraday so adaptable to a wide range of use cases and workflows.

## Quality predictions and transparency make the difference for our clients

At the end of the day, the quality of the predictions you rely on is what matters most. Our predictions are not only proven to be accurate and value driving, but they’re constantly monitored and revalidated to make sure we’re delivering as much value as possible to our clients. Additionally, Faraday’s data science, transparency, and flexibility make it the clear choice for businesses seeking high-quality predictive analytics that can scale and adapt to their needs, all while remaining understandable and accessible. Think Unlimited may have its place, but when it comes to powerful, explainable models and real-time scoring, Faraday leads the way.

Faraday outshines competitors like Think Unlimited with real-time scoring, a richer data set, transparent predictions, flexible integrations, expert support, and a fully API-based platform.

Faraday vs. Think Unlimited: Our core differentiators

[Personalization](/blog/predictive-personalization-machine-learning) is the holy grail of growth teams everywhere. At this point, everyone knows how important it is to speak to their customers and prospects like they’re real people, and not just orders and clickstreams. It’s often easier said than done, though, and brands with a significant amount of data and a large customer base may find themselves struggling to make heads or tails of how to organize it, or even know what data is worth focusing on.

## Challenges of personalization at scale

Doing personalization at scale right can provide incredible value to your brand, and has a major impact on how your customers see and interact with you. A daunting set of challenges is presented to most brands that try to tackle the issue themselves–let’s dive into a few of the most glaring challenges.

### Data, and a lot of it

To know more about–and how to speak to–your customers, you need to have data on them. Through the data you currently have, you’ll likely have some level of insight into the demographic, financial, and transactional background of your customer base as a whole. Though this data is strong, and gives a unique perspective due to it being exclusive to your brand, your customers exist outside of interacting with your brand. A healthy mix of [first-and-third-party data](/blog/first-party-vs-third-party-data-marketing) can provide additional layers of complexity and nuance to how you view your customers–and how you engage with them.

The problem is that you need a lot of strong data to personalize meaningfully, and the more data you collect, the harder it becomes to personalize at all.

### Finding the relevant data

Collecting the data is the first step to creating an impactful strategy for personalization at scale–but what do you do with it? Historically, data-savvy marketers have sifted through the terabytes of data they’ve collected to try and piece together what makes up their ideal customer, and what their key levers are. If your brand is thorough, this is a _ton_ of data to sift through, and the process of finding what’s relevant–on the whole as well as on the individual level–is colossal.

### Personalization at scale

By using machine learning for predictive personalization, the effort involved in scaling personalization across your entire customer base–past, present, and future–isn’t as herculean as it sounds. Machine learning algorithms can segment your customers into bespoke, cohesive personas that you can deploy [anywhere in your stack](/integrations), allowing you to create individualized, personalized campaigns for any given subgroup of people you’re interested in.

### Responsibly-sourced data

Privacy is front-and-center of any data-focused discussion in 2025–as it should be. It began with the (albeit slow-rolling) [death of third-party cookies](/blog/death-of-third-party-cookies-strategies), and will continue to be a primary focus of consumers moving into the future. Privacy matters, and largely, people are uncomfortable with things like cookies–previously critical to a third-party data strategy–tracking them creepily across the web to find out what they’re searching and where they’re visiting, even if the end-result is personalized content.

The data you collect and use should be [responsibly-sourced, opt-in, and permissioned](/features/data). It’s possible to provide a perfectly personalized experience while simultaneously being a privacy-forward brand, but it takes effort.

## Benefits of personalization at scale

With the barriers to true personalization at scale being so high, is the end-result worth it? With companies that personalize collecting [40% more revenue](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying#0) than those that don’t, the answer is a resounding _yes_.

### The right message, at the right time, every time

It’s an adage as old as marketing itself, but it’s always going to be true when a single poorly-personalized, or otherwise irrelevant message could mean the loss of a customer–or potential customer–forever. With personalized content delivered to every individual you’re engaging with, at any scale of your campaign, you’ll always be delivering the right message, at the right time, every time.

### Consumers demand personalized content

With [61% of consumers](https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/) reporting that they feel that most companies treat them as a number rather than a person, it’s clear that personalized content is near and dear to the modern consumer’s heart. As a dog lover, you wouldn’t want to receive a postcard from a pet food brand focused exclusively on cats, would you? Your customers don’t either.

### Building brand loyalty

[78% of consumers](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying#0) say that they’re more likely to buy again from brands that personalize their content. Loyal customers are also more likely to recommend brands they love to their friends & family, ensuring that, if you focus on keeping your customers happy, they’ll return the favor by shouting your brand’s name from the rooftops. Keeping a strong base of loyal customers is key to a good [churn prevention strategy](/blog/churn-prevention-machine-learning).

## How to achieve personalization at scale

It’s clear that the benefits of personalization outweigh the challenges, but how exactly can it be achieved? There are three key pillars to successful personalization at scale, and they all focus on your customer data.

### Collect good first-party data

Data is the most important feature of propensity to buy and customer predictions. Without a strong enough foundation, the predictive models that your data science team builds won’t have enough data to predict strongly off of, leaving you with questionable-at-best insights. You’ll want a strong mix of first-and-third-party data collected through tactics like web forms, surveys, and loyalty programs, where you can _really_ draw out what makes your customers unique.

### Optimize your data with first-party data enrichment

As good as your own customer data is, your customers have more going on in their lives than you can see through their interactions with your brand. You can buy data from companies like Acxiom or Epsilon, who have been collecting data for years and years, or you can leverage assets like publicly available census data to find more about who your customers really are.

### Use AI for customer segmentation

With your data collected and enriched, you need to segment your customers into unique subgroups, or personas. It can be manually done, but the process is incredibly labor-and-time-intensive, and is prone to human error. Using [AI for customer segmentation](/predict/category/persona_assignments) takes the load off of your team, leaving you ready to personalize campaigns at any scale, create internal, [persona-based talk track alignment](/blog/sealed-lead-optimization), and more.

## How Faraday supports personalization at scale

Faraday lets you easily identify distinct personas and predict customer behavior with machine learning, unlocking powerful insights to shape better personalization strategies at scale.

### Unified, responsible data

Faraday unifies your first party customer data with detailed, opt-in, permissioned, cookieless consumer data, giving you the insights your brand needs while simultaneously being privacy-centric. Hundreds of datapoints through demographics, psychographics, financials, property information, and more to be leveraged for your customer predictions.

Consumers have adapting needs, and [65% of consumers](https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/) expect brands to adapt to them. This is a laborious task manually, but with Faraday’s built-in data always staying up-to-date, your brand can adapt alongside your customers.

### Delivering personalized messaging and creative across multiple channels and touchpoints

Faraday takes your data–combined with Faraday’s–and uses AI to segment your customers into unique subgroups, or personas, based on hundreds of datapoints.

[![Faraday customer personas](/images/blog/personalization_at_scale_guide/personalization-at-scale-guide-personas.png)](/images/blog/personalization_at_scale_guide/personalization-at-scale-guide-personas.png)

With your customer personas predicted, easily kick off campaigns by deploying your entire persona set, or a single persona, to anywhere in your stack. Every individual your brand is interested in, revealed with clear-cut traits like _dog owner_, grouped with people that share similar interests, shopping behaviors, and more.

[![Faraday prediction deployment](/images/blog/personalization_at_scale_guide/personalization-at-scale-guide-deployment.png)](/images/blog/personalization_at_scale_guide/personalization-at-scale-guide-deployment.png)

Personalization at scale has never been easier, or more accessible.

### Predicting the next best product for every individual

Alongside your customer personas, you can optionally predict the propensity, or likelihood, that any action is taken by an individual. For example, take your Emerging Adult Eli customer persona and predict the likelihood that anyone in that persona will [repeat purchase](/predict/category/repeat_purchasers), and, further, predict the next best product for them based on similar shoppers.

### Providing personalized discounts to foster customer loyalty

Personalization extends beyond the copy and creative that’s in your engagement with a given customer–it can include providing strategic discounts to customers that have, for example, made a second or third purchase. This way, your customer predictions guide you toward the people that are most likely to repeat purchase so that you can then turn around and give them _just_ the right discount they need to keep coming back.

**Ready to achieve true personalization at scale? [Create a free account](https://faraday.ai/signup).**

Consumers are demanding personalized content at an increasing rate, but personalization at scale has traditionally been out of reach for many brands. Using a customer insights platform makes true personalization at scale more accessible than ever.

The modern marketer’s guide to personalization at scale

With 79% of consumers saying they’re only likely to engage with an offer if it has been personalized, personalization should be at the forefront of your team's marketing strategy year-in and year-out.

Faraday Strategic Account Managers Alexandra Noyes and Nick Haggerty recently gave a deep dive into how their clients are leveraging Faraday's bespoke, AI-generated personas to help them see eye-to-eye with their own customers. Every marketer knows that the right message, in front of the right customers, at the right time, is key, and Faraday enables you to plug these insights directly into your stack in just a few clicks. Hear from the experts as the duo explores personalization use cases that Faraday clients are currently employing, field questions from the audience, and more.

**Check out the recording below, where you'll learn how to**:

- Leverage consumer predictions to create personalized content
- Segment your audience with a focus on customer behavior
- Identify attributes that make leads more likely to convert

**Interested in learning more? [View the recording here](https://faraday.wistia.com/medias/0giacfkj0j 'Personalization Webinar').**

Join Faraday Strategic Account Managers Alexandra Noyes and Nick Haggerty as they dig into how clients are leveraging Faraday's bespoke, AI-generated personas.

Unlocking authentic personalization at scale with Faraday

Imagine you’re leading a growing retail business with 25 thriving locations. Now, it’s time to decide where to open the next five. Do you expand into an emerging market where demand is heating up, or double down on your presence in regions where your brand is already well known? Is there some other critical factor you haven’t considered? The stakes are high, and even seasoned executives can fall prey to personal biases.

Take, for example, a story we recently heard from a client about an experienced restaurant CEO who was set on opening a location in his beloved hometown—a move driven by emotion rather than data. Fortunately, his team knew to assess the market, which revealed the location wasn’t actually viable. While this upended their original plan, it ultimately saved them the effort and cost of opening a doomed restaurant. This story highlights how critical these decisions are for sustained growth and why relying on data-driven insights (from the beginning) is essential to avoid costly missteps and make confident, strategic choices.

At Faraday, we understand the challenges businesses face when it comes to making strategic growth decisions. That’s why we offer **market opportunity analysis (MOA)**, a powerful tool that helps you confidently identify actionable opportunities that are backed up by data.

## What is market opportunity analysis?

MOA equips your team with a clear understanding of your current market reach and untapped potential. By analyzing your existing customer data and comparing their traits to the population at large, we can help you pinpoint exactly where the next big opportunities lie. Whether you're looking to expand geographically, target new customers, or optimize product offerings, our approach ensures your growth is backed by solid insights.

## How it works at Faraday

MOA provides your team with a data-driven roadmap to your most valuable and actionable growth opportunities, but how does it actually work? Here's how we approach it:

![](/images/blog/moa_analysis_diagram.png)

First, we conduct a detailed assessment of your current market penetration. By analyzing your existing customer base, we identify key traits such as purchasing behaviors, regional preferences, and lifetime value to create an ideal customer profile. Then, leveraging data from the [Faraday Identity Graph (FIG)](https://faraday.ai/features/faraday-identity-graph), we develop a tailored predictive model to evaluate the broader U.S. market and identify prospective customers who closely match your existing audience. This allows us to quantify the untapped potential within the customer segments most likely to drive growth.

Once we’ve identified the high-potential customer segments, we dig deeper into the specific opportunities within those groups. This involves determining which product or service offerings are best suited to each persona to maximize their lifetime value. We also take a close look at geographic trends, mapping out areas where your target customers are most concentrated from the regional level all the way down to zip code, metro area, or even postal route. This data empowers businesses to strategically allocate resources with significantly more confidence and precision than before.


## Unleashing the power of the Faraday Identity Graph (FIG)

A comprehensive MOA requires access to a detailed dataset of the broader population to serve as a benchmark for comparison. Fortunately, Faraday’s **Faraday Identity Graph (FIG)** provides exactly that, and much more. With rich data on nearly all American adults, the FIG offers a robust and comprehensive view of the population, significantly enhancing the reach and depth of our MOA.

The FIG goes beyond basic demographic information, offering nuanced insights into consumer behaviors, preferences, and buying patterns. By tapping into these granular details, businesses can understand their target market in a way that’s far more accurate and actionable than with competing data sources. 

## Ready to explore what's next?

MOA can greatly benefit businesses by identifying high-potential customer segments and emerging market trends. By understanding where the highest-value opportunities lie, companies can optimize their marketing strategies and resources, focusing on areas with the highest growth potential. This leads to more targeted and personalized campaigns, which can improve conversion rates, enhance customer engagement, and increase profitability. MOA additionally provides companies with the confidence to know that their strategies are backed by data.

Growth doesn't happen by chance. With Faraday's MOA, you can take the guesswork out of targeting strategy and focus on results. Contact us today to discover how we can help unlock your business's full potential.

MOA empowers businesses to make strategic growth decisions by uncovering untapped potential and high-value opportunities in their market.

Unlocking growth with market opportunity analysis (MOA)

B2C companies operate in highly competitive markets, where customer acquisition and retention are vital for sustainable growth. Nowadays, it can be extremely difficult for brands to acquire customers while maintaining healthy customer acquisition costs.

Successful B2C companies are investing heavily in modern data and machine learning solutions, like predictive lead scoring, to drive efficiencies and improve outcomes across their customer acquisition, engagement, and retention programs.

If you are just starting to learn about predictive lead scoring or evaluating solutions for your B2C business, this article is for you. Here’s what you’ll learn:

- What is predictive lead scoring?
- How B2C companies use predictive lead scoring
- Core components of predictive lead scoring for B2C
- Fundamentals of a good B2C lead scoring dataset
- How to implement predictive lead scoring using Faraday

## What is predictive lead scoring?

Lead scoring is a data-driven method of assessing and prioritizing leads based on their potential to convert into paying customers, and it’s a critical component of several B2C marketing and sales organizations. Simply put, leads with higher scores are considered more likely to convert, allowing sales and marketing teams to focus their attention on the right leads.

**Traditional B2C lead scoring** models often rely on a point-based system where humans determine the lead scoring criteria—typically a combination of basic demographic information and online behaviors such as pageviews, email engagement, or form submissions—and assign points to leads when they meet it.

While these point-based lead scoring models can help marketing and sales teams prioritize their efforts, they come with significant drawbacks. Lead scoring criteria are often arbitrarily decided, resulting in lead scores that may not accurately reflect a lead's true potential. Additionally, because they rely heavily on first-party engagement data, lead scores often end up being a lagging indicator of a lead’s conversion likelihood.

**Predictive lead scoring** leverages the power of machine learning to analyze historical lead data and build statistical models that can predict the likelihood of a lead becoming a customer. By analyzing much larger datasets, machine learning algorithms identify patterns and important features that contribute to a lead's likelihood of conversion.

![Image of Faraday model report features table](/images/blog/product/feature-importance.png)

_Note: the image above illustrates important features surfaced in [Faraday model reports](/blog/faraday-model-reports)._

This takes the guesswork out of choosing lead scoring criteria for traditional point-based models. With the right lead scoring dataset, these models can predict a lead’s likelihood to convert before they ever visit your website or open an email.

## How B2C companies use predictive lead scoring

Implementing the right predictive lead scoring system (one tailored for B2C lead scoring) unlocks powerful lead optimization and personalization options for marketing and sales teams.

- **Lead ranking and suppression:** A simple yet powerful use case for predictive lead scoring. [Rank your leads, set a suppression threshold (e.g. bottom 70%), and only surface the likeliest-to-convert leads in your outreach tools](https://faraday.ai/templates/lead-suppression). This enables sales and call center reps to prioritize their outreach and improve win rates across the board.

- **Lead routing and distribution:** A slightly more creative use case is to use predictive lead scores to tier your leads and distribute leads from the best tier to your best reps; a great way to maximize your win potential. One of the leading solar installers in the nation [improved call center conversions by 33% with this approach](/blog/solar-call-center-lead-conversion-boost).

- **Product recommendations:** If your predictive lead scoring system supports product-specific modeling, [you can predict which products or services a lead is most likely to purchase](https://faraday.ai/templates/next-best-offer). These product-specific lead scores enable marketing and sales teams to make informed product recommendations across relevant touchpoints.

- **Customized discounts/promotions:** Most predictive lead scoring models are built to predict the likelihood of a lead converting to a customer. Why not predict the likelihood of leads converting to high-LTV customers and [offer custom discounts or incentives to the leads who are most likely to spend a lot](https://faraday.ai/templates/adaptive-discounting)? This is one of the most creative use cases we’ve seen.

## Core components of predictive lead scoring for B2C

Predictive lead scoring requires robust data (first-party and third-party), customizable and explainable models, and flexible integrations to bring lead data into the system and push predictive lead scores out to your marketing and sales tools.

### Historical lead data

Historical lead data provides the necessary foundation for building accurate predictive models. This first-party data includes information about past leads’ behaviors, attributes, and their outcomes (e.g., whether they converted into customers or not).

### Lead enrichment data

Lead enrichment data is crucial for predictive lead scoring because it enhances models' accuracy and depth of understanding about leads. For B2C lead scoring, this third-party consumer data typically includes demographic information, financial information, lifestyle information, and property information.

_Note: Given the changing data privacy landscape, it’s crucial that your predictive lead scoring system uses responsibly sourced consumer data. [Avoid data from third-party cookies and social scraping](/blog/death-of-third-party-cookies-strategies)._

### Machine learning capabilities

There are several ways to leverage machine learning for predictive lead scoring, all with varying degrees of complexity.

Most CRMs and marketing automation platforms now offer built-in predictive scoring capabilities. These solutions typically leverage blackbox (unexplainable) machine learning and rely heavily, if not entirely, on the first-party you have in the system. They’re easy to implement, but lack third-party consumer data which is crucial for B2C lead scoring.

If you have data scientists and engineers with enough bandwidth to spare, you can try taking a homegrown approach. However, in-house development costs can be substantial so unless you already have machine learning pipelines and are licensing consumer data, we recommend [using our API to score leads instead](/developers/quickstarts/score-leads).

Predictive analytics and customer prediction platforms like Faraday operate somewhere in the middle, providing users with better control of their models while streamlining laborious machine learning processes. With Faraday, users connect their lead and customer data and tell the system what to predict (e.g. lead conversion likelihood). The system handles the rest (data enrichment, model building, score deployment, etc.). We’ll show you [how to implement predictive lead scoring with Faraday](/blog/predictive-lead-scoring-b2c#how-to-implement-predictive-lead-scoring-with-faraday) later on.

### System integrations

Integrations are necessary for predictive lead scoring to impact revenue. Predictive lead scoring systems need to ingest new lead and customer data to improve models and deploy predictive lead scores into your marketing and sales systems. Ensure that your system can connect flexibly with your data sources and marketing and sales platforms.

## Fundamentals of a good B2C lead scoring dataset

For B2C companies, best-in-class predictive lead scoring requires a combination of historical data and third-party consumer data. Historical lead and customer data enables machine learning algorithms to distinguish successful outcomes (e.g. leads converting into paying customers) from unsuccessful outcomes. Consumer data lets the algorithm identify important “real life” characteristics about the leads that convert into customers versus those that don’t. For the best results, you will need the following data:

- **Identity data** (e.g. name, physical address, and phone number) is necessary to match your lead and customer records with the correct consumer profiles acquired from third-party data sources. This matching process is commonly referred to as identity resolution.
- **Transactional data** (e.g. lead acquisition date, purchase date, and order value) is necessary to define important cohorts like customers, leads, and stale leads. The machine learning algorithm will examine these cohorts to identify patterns that indicate the likelihood that an individual will move from the “leads” cohort to the “customers” cohort.
- **Engagement data** (e.g. pageviews, email subscriptions, and free trial signups) enables the algorithm to understand how certain behaviors contribute to a lead’s likelihood of conversion.
- **Consumer data** (e.g. demography, lifestyle, property, and financial information) enables the algorithm to understand how different human characteristics contribute to a lead’s likelihood of conversion. Here’s a small snapshot of Faraday’s [built-in consumer data](/features/data):

![Image of Faraday traits console](/images/blog/leads-traits-console.png)

Now that you’re familiar with predictive lead scoring and what’s required to generate accurate B2C lead scores, we’ll show you how to set up predictive lead scoring pipelines with Faraday.

## How to implement predictive lead scoring with Faraday

With Faraday, you can implement best-in-class predictive lead scoring within a day, without support from your dev team. To do this, you’ll simply upload your lead and customer data and use [predictive lead scoring recipes](/predict/category/lead_scores) to easily configure predictive models and deploy lead scores to your stack.

![Image of Faraday recipes wizard](/images/blog/leads-recipes.png)

You can upload your historical lead and customer data with a CSV file or create a connection to your database or data warehouse. Faraday automatically enriches your data with built-in consumer data profiles, adding hundreds of attributes to your lead and customer records.

![Image of Faraday traits console](/images/blog/leads-persona-set.png)

Once your data is in the system, just choose a lead scoring recipe, add your leads and customers, then hit save.

![Image of Faraday lead scoring in HubSpot recipe](/images/blog/leads-lead-scoring-in-hubspot.png)

Faraday will automatically build predictive models and provide model performance insights to help you determine what kind of results you can expect.

![Image of Faraday outcome score](/images/blog/leads-model-report.png)

Once you’re satisfied with your predictive lead scoring models, add deployment destinations (e.g. HubSpot) to your pipeline and turn it on.

![Image of Faraday lead scoring pipeline and deployment](/images/blog/leads-pipeline.png)

Just like that, you have predictive lead scores flowing into your stack.

![Image of Faraday lead scores in HubSpot](/images/blog/leads-hubspot-lead-scoring.png)

**Ready to try it out? [Create a free account](https://faraday.ai/signup).**

Understand how predictive lead scoring works and what's required to build effective B2C lead scoring models using machine learning.

Predictive lead scoring: Best practices for B2C lead scoring using machine learning

The Special Ad Categories setting on Facebook applies to ads that promote content related to sensitive areas such as:

- **Housing** — Ads about real estate, home rentals, or housing-related services.
- **Financial products and services** (expanded category as of October 2024) — Ads offering credit cards, loans, or other financial services such as insurance and investment advice.
- **Employment** — Ads about job opportunities or career services.
- **Social issues, elections, or politics** — Ads related to social causes, political campaigns, or elections.

## Why the Setting Exists

This feature ensures compliance with laws and regulations that prohibit discrimination based on factors like age, gender, ethnicity, and location. If your company’s ad falls under these categories, Facebook limits your targeting options to promote fairness and equal opportunity.

### Key impacts on ad targeting

- No targeting by age, gender, or ZIP code.
- Location targeting is restricted to a 15-mile radius.
- No Lookalike Audiences: You cannot use Lookalike Audiences for Special Ad Categories. Instead, Facebook offers “Special Ad Audiences” based on similar behaviors but without using protected characteristics.
- Custom Audiences are allowed, but with additional restrictions: you can still use custom audiences, but you must certify compliance with [Facebook’s advertising standard](https://transparency.meta.com/policies/ad-standards/).

## Facebook’s October 2024 special ad category announcement

In October 2024, Facebook announced a few significant changes to special ad categories:

1. A new special ad category “[Financial products and services](https://www.facebook.com/business/help/510724041294968)” was introduced, replacing the previous Credit ads category. This expanded the type of companies and ads that were subject to special ad category limitations.
2. Certification that any ad set based on a customer list complies with Facebook’s advertising standards.
3. [Restriction on usage of shared custom lists](https://www.facebook.com/business/help/1452187872132363) for custom audiences.
   1. Ad accounts within the same business portfolio that share customer list custom audiences should make sure that all people with permissions to manage ad campaigns have the same business email domain. If the domains don’t match, then those shared customer lists will be unavailable for ads about housing, employment, and financial products and services.
   2. Usage of shared audiences from different business portfolios will not be permitted for ads about housing, employment, and financial products and services.

### Use of Faraday in Compliance with the Special Ad Category

Since the emergence of the Special Ads category, Faraday has supported businesses whose ad sets are subject to its rules and restrictions. The primary impact of Facebook’s October 2024 announcement is to increase the type of businesses that will be subject to these rules and restrictions.

If you are a business, whose Facebook ad sets are labeled a special ad category, Faraday recommends the following steps to ensure compliance of any custom list generated through the Faraday platform:

1. **Segmented audiences** — If you are using Faraday cohorts to generate a custom list, you should avoid building cohorts that specifically segment on restricted traits like age and gender, restricted locations like zip code, or other [prohibited information.](https://www.facebook.com/business/help/361948878201809?id=188852726110565)
2. **Modeled audiences** — If you are using a Faraday outcome (aka predictive model) to generate a modeled audience, you should:
   - Use trait blocking when you [build your outcome](https://faraday.ai/docs/academy/dashboard/making-predictions) to ensure that all traits associated with protected classes (e.g. age, gender, ethnicity, religion marital status, etc.) are not considered when building a predictive model. This ensures that your models will not knowingly consider any data that would violate Facebook’s policy against discrimination.
     ![Screenshot of Faraday dashboard](/images/blog/facebook-special-categories-1.png)
   - Use Faraday’s built in bias mitigation to account for implicit bias. Simply blocking traits from model training, does not account for the fact that there is often a correlation between other Faraday traits and certain protected class traits. [Faraday’s bias mitigation,](https://faraday.ai/blog/faraday-bias-mitigation-machine-learning) allows a user to neutralize or even correct for historical bias within their lead and customer base.

![Screenshot of Faraday dashboard](/images/blog/facebook-special-categories-2.png)

Please see [this blog post](https://faraday.ai/blog/how-to-optimize-ads-for-compliance-in-finance), for a more in depth look at common Faraday supported ad strategies that comply with financial regulations.

How to use Faraday for ads when you're in a special category

Product

Noticed a change in your score reporting? Here’s how score aggregation is improving your results

Preparing your data for seamless ingestion - a technical guide

Preparing your data for seamless ingestion - a marketer's overview

The unexpected data that powers smarter predictions

ChangelogSee all

CSV dataset file improvements

Persona sets are now downloadable as CSV

Improved persona charts

Datapoints summary card

Faraday vs. Think Unlimited: Our core differentiators

The modern marketer’s guide to personalization at scale

Unlocking authentic personalization at scale with Faraday

Unlocking growth with market opportunity analysis (MOA)

Predictive lead scoring: Best practices for B2C lead scoring using machine learning

Facebook special ad category overview