Just the essentials: get the datapoints retail & e-commerce brands need to make better decisions

If you’re leading marketing at a retail or e-commerce brand—like apparel, furniture, or subscription boxes—you already know how critical data is to keeping the funnel moving. You’ve built strong programs to drive traffic, grow carts, and keep customers coming back. But there’s always another level of efficiency and ROI to unlock when you have richer context on the households you’re targeting.

Think about segmentation for campaigns: better data means fewer wasted impressions, more personalized offers, and higher conversion rates. That’s where Faraday comes in.

The Faraday data platform

To take your efforts further, you don’t just need more data—you need the right data, delivered in a way that’s immediately usable across your CRM, ESP, and ad platforms. That’s where Faraday’s three-part data platform comes in:

• Identity completion: Fill in the blanks with verified names, addresses, emails, and phone numbers so every record maps to a real household.
• Consumer data: Tap into the Faraday Identity Graph (FIG), which includes over 1,500 responsibly sourced datapoints covering 240M U.S. adults and households. These datapoints span demographics, lifestyle, property, and behavioral attributes that make segmentation, targeting, and prioritization easy—even before layering on custom predictions.
• Custom predictive datapoints: AI-trained scores built on your own history—like Likelihood-to-Purchase, Best-First-Product, or Credit Score Proxy—so you can prioritize and personalize at scale.

Essential data packages

One way we make the consumer data layer easier to use is by curating industry essential data packages: sets of just the datapoints that we’ve determined to be most predictive for your industry. We identify these datapoints using our Faraday predictor leaderboard, which ranks datapoints by their predictive power in each particular industry vertical. For retail/e-commerce, these packages are tuned to help segment audiences, tailor offers, and boost conversions.

How they’re chosen: We analyze all 1,500+ datapoints in the FIG and surface the ones with the strongest predictive signals for your vertical. That way you get the attributes that matter most, without paying for data you don’t need.

How they’re delivered: Essential data packages show up just like any other Faraday datapoint—directly appended to your records in your CRM, ESP, or ad platform in real time through our API or in scheduled batch. No extra setup required.

How they’re different: Most data vendors hand you a pile of raw attributes. Faraday packages are curated, validated, and aligned to your outcomes. Our data is high-quality, responsibly sourced, and refreshed regularly—and we take on the work of figuring out what’s actually useful for you.

The retail/e-commerce essential data package

Here’s what’s included in the standard package for retail & e-commerce brands:

Data Trait	Description
Age	The age of the individual
Marital status	Marital status
Gender	Gender of individual
Length of residence	The number of years the resident has lived at this location
Household size	The number of people living in the household, including adults and children
Children in household	Known or inferred presence of children in the household
Number of adults	Number of adults in the household
Primary language	Inferred primary language of the household
Low/moderate income	True if a household qualifies as low or moderate income for their region under HUD guidelines
Household income	Median numeric value of narrow-band income, modeled and validated against truth sets
Activity – average dollars quintile	Average dollars spent across all purchases, bucketed into quintiles
Books quintile	Average dollars spent on books, bucketed into quintiles
Channel preference – catalog quintile	Relative share of catalog purchases, bucketed into quintiles
Channel preference – online quintile	Relative share of online purchases, bucketed into quintiles
Activity – number of offline purchases quintile	Lifetime count of offline purchases, bucketed into quintiles
Activity – number of online purchases quintile	Lifetime count of online purchases, bucketed into quintiles
Online household	Household has a connection to the internet (mobile or hard line)
Mail order buyer	Known to shop via general mail order channels, including online and traditional catalogs
Niches 5.0	Epsilon household segmentation system dividing U.S. consumers into 26 lifestyle/spending groups

These datapoints give you immediate visibility into whether a prospect is likely to be a fit for your brand and how best to reach them, before you spend on acquisition or campaigns.

Why this matters

When you add these essentials to your records, you:

• Save money by excluding low-fit audiences before they eat up ad budget.
• Increase conversions by personalizing campaigns to the right households.
• Boost efficiency by matching offers to the channels households actually prefer.
• Prove ROI to the CFO with data-driven evidence that marketing spend is driving sales and lifetime value.

Closing: smarter data, real results

Industry essential data packages are how Faraday makes your records AI-ready, without heavy lifting from your team. Combined with verified identity completion and custom predictive datapoints, they give you the full modern data stack your retail or e-commerce brand needs to compete.

Ready to see how these datapoints can transform your funnel? Get in touch with Faraday!