Real-time predictions vs. batch: which actually drives ROI?

When marketers start looking into lead scoring and predictive data, they often hear about "real-time" delivery and get pretty excited. And we get it. It has that instant-gratification appeal: the idea that you can get a prediction in the blink of an eye and make a decision on the spot. But here’s the catch—real-time isn’t always the smartest path. In fact, for most businesses and use cases, batch predictions actually deliver richer, more useful results.

At Faraday, we offer both methods—batch and real-time—because they serve different needs. But understanding when to lean on one versus the other can save you money, improve campaign efficiency, and make sure you’re not chasing speed at the expense of insight.

So when is "real-time" actually what you're looking for? Let's find out 👇

Why batch predictions are the default

After that setup, you might be not surprised to learn that real-time actually isn’t the default way Faraday delivers data. 😱

That’s because batch processing is the real workhorse behind most predictive data and modeling. Think of batch like a doctor running a full health checkup versus just taking a pulse. Sure, the pulse might tell you something critical in a hurry — like Charlie isn’t dead — but it doesn’t actually reveal much else about what’s going on. For the doctor, both the pulse and the full checkup are useful, but they don’t serve the same purpose and can’t replace each other.

Like the full checkup, Batch doesn’t have the immediacy of the pulse check. But what it gives you instead is significantly more nuance and detail.

At Faraday, batch is our default delivery method because most of the time, you need the nuance and the deep context more than the immediacy. And beyond just getting more info about an individual, batch allows you to score an entire audience (your CRM, acquisition list, or customer database) all at once.

Batch is our default because it gives you the complete picture instead of just a quick, decisive signal. Here’s what that really means in practice:

• Score entire populations you already know (like your CRM or customer list)
• Incorporate first-party and third-party attributes into your predictions
• Add multiple datapoints (including predictive datapoints) at once, rather than one-off signals
• Deliver results in flexible formats—CSV, Snowflake, S3—that plug into your systems
• Run on a custom schedule (daily, weekly, monthly) so the data is always refreshed at a rate that matches your use case and needs
• Enrich identity data more deeply, returning additional emails, phones, and addresses

Together this means that you’re not just scoring people, you’re understanding them in context (and scoring them even more). Want to prioritize segments of your CRM contacts? Assign reps to the right accounts? Qualify appointments with Credit Score Proxy? Batch makes all of that possible, while giving you flexibility and scale.

TLDR: Batch gives you depth, flexibility, and a much more complete picture of your customers and prospects. That’s why it’s the default choice for most of our clients.

When real-time makes sense

So yeah, batch is pretty great.

But there are moments when speed really does matter. Imagine a call center that has seconds to decide whether to accept or reject an incoming lead instantly in a ping/post environment. Or a sales rep standing on someone’s porch with a tablet, trying to decide whether to make the pitch. In those scenarios, waiting for batch processing isn’t an option, or necessary. You don’t need the deep context, like the pulse, you just need a clear signal in a hurry.

That’s where Faraday’s Lookup API comes in. By pulling from our 3rd party data and pre-scored national populations, we can give you an accurate prediction on the fly. It’s perfect for situations like:

• Bidding in ping/post systems like with ActiveProspect's LeadConduit
• Scoring addresses during door-to-door sales with tools like SalesRabbit
• Assessing likelihood to sign up on a landing page in real time

The key tradeoffs:

• Data must be sent via POST request to a specific API endpoint
• Egress path is narrow: you hit us, and you get the datapoint back — no Snowflake, S3, or warehouse delivery
• Requires careful configuration of scope populations in advance
• You can only get one datapoint at once — giving you a less complete picture of your target

TLDR: Use the Lookup API when you need an instant signal about someone you just met — like a new lead, form fill, or sales visit. It’s fast, simple, and scoped — but limited to national data only.

How theses look in the ✨real world✨

Both delivery methods generate real value for Faraday customers—but in very different ways.

Take real-time first: when a regional home-renovation company saw conversion rates slipping by ~21% during peak call‑center traffic, Faraday’s instant lead prioritization turned things around. By feeding a custom “likelihood‑to‑convert” datapoint straight into their CRM, reps focused on high‑quality leads right as they arrived. The impact? A 13% lift in conversion during high‑traffic periods and a 22x monthly ROI.

Now contrast that with batch: Bee’s Wrap, a fast‑growing DTC brand, used Faraday to connect its Shopify order data to the Faraday Identity Graph and run persona modeling at scale. The batch analysis surfaced detailed personas and geographic propensities that became the backbone of their Target retail pitch.

The outcome? Placement in 550+ stores and an initial six‑figure wholesale order.

Together, these examples show the complementary strengths: batch delivers the depth and context needed for strategic moves, while real‑time provides the immediacy required to win in the moment.

So which is better?

Well here’s the thing, batch and real-time aren’t competitors — they’re complements. Two specialized tools to keep in your belt for different situations. Batch is about depth, flexibility, and context. Real-time is about speed and decisive action. Used together, they give you both the strategic insights to plan campaigns and the tactical edge to win in the moment.

At Faraday, we deliver both. Most of our clients rely on batch as their foundation, completing identities, enriching consumer data, and providing rich predictive datapoints for entire audiences on a schedule that keeps campaigns humming. Then, when a moment calls for immediacy, our Lookup API steps in to provide the instant signal. The combination ensures you’re never forced to choose between nuance and speed; you get both, working in concert.

Want to learn more about how these can work for you? Come say hi.