Coming soon: Faraday Identity Graph v2

We’re excited to share a major product update that Faraday will be rolling out next month.

You’re probably familiar with the Faraday Identity Graph (FIG), a collection of consumer profile attributes that we curate and normalize from leading data vendors and regularly refresh with new data. This data sits at the heart of Faraday’s platform: whether you use Faraday for predictions, appends, insights, or some combination, you’ve been using FIG all along.

Now we’re preparing to release FIG v2, the largest update we’ve ever made to our consumer data system.

More than just fresh data, FIG v2 represents a complete rebuild of the infrastructure that powers our consumer data. The new system introduces capabilities many of our customers have asked for while making the data easier to understand, deploy, and operationalize across marketing and data science teams.

Here’s a preview of what’s coming:

1. Fully redesigned collection of 1,500+ attributes

We’re using more expressive and consistent names, and we’ve consolidated unwieldy groups of related attributes into harmonized replacements, making it easier for internal teams to operationalize data and build models faster. We’ve also added hundreds of new details along the way to provide richer consumer signals, ultimately driving better prospect targeting and higher marketing ROI.

2. Transparent data catalog

We're launching a new data catalog with more detailed descriptions and better clarity to enable you to find the right attributes for your needs. This data documentation enables faster experimentation and model deployment. For an early example, check out the version of the catalog we built for our current FIG v1.

3. More frequent updates

Our new infrastructure allows us to deploy fresh data from vendors as soon as we receive it, without waiting for scheduled monolithic releases. Fresher data reduces stale targeting and inefficient campaigns. That way you’ll always have the most current data possible for your models and appends so you can react and engage in real time for more timely engagement throughout the customer lifecycle. This is especially important for “trigger” data like recent movers.

4. Historical data

Faraday is surfacing the entire history of each datapoint for each person in our graph. Consider this: your own consumer data profile today is very different from what it was just before you bought a house, had a child, or graduated from university. Until now, you’ve only been able to get “current day” data from Faraday. Because FIG v2 uses a person's entire data history, models will be more predictive and able to recognize when consumers are moving closer to purchase. Appends will also be more relevant, and outputs will be ML-ready for your data science team, ultimately driving higher acquisition and conversion rates, alongside better forecasting and lifecycle planning.

5. Release pinning

We’ve spoken with many of you who are excited to be always receiving the most up-to-date FIG data. But some clients want to have more control over their refreshes. That’s why we’ll be allowing you to “pin” your account to a specific date, ensuring organizations can adopt new data updates on their own timeline without disrupting production systems. Subsequent FIG releases won’t be applied to your account until you move your pin date out, providing operational stability and allowing leadership teams to plan growth strategies with confidence while maintaining compliance and model consistency.

Availability and beta access

FIG v2 will enter beta soon, and we’re currently looking for customers interested in early access. If you’re curious, talk to your account management team.

General availability is planned for April, at which point our client services team will work with customers to plan their transition. Organizations that prefer to remain on FIG v1 initially will have time to do so.

FIG v2 represents nine months of work across the entire Faraday team, and we’re excited to begin rolling it out. If you'd like to learn more about how this will impact your account, reach out! We can't wait to tell you more.