The three types of data that power smarter growth

You probably know Faraday for our powerful AI predictions. But before we get to the models, let’s talk about something more foundational: data.

AI is only as good as the data you feed it. And for our partners, it’s Faraday’s data services that are driving some of the biggest returns on investment.

The problem

Most brands are swimming in data, but it’s incomplete, messy, or not built for decision-making. Identity gaps, missing datapoints, and a lack of predictive signals make it almost impossible to personalize outreach, optimize marketing spend, or build the data-driven features customers expect.

The solution

Faraday acts as your modern data platform and predictive layer. We enrich your existing records with verified identity, curated consumer datapoints, and custom predictions—so your team always has the exact data you need to drive action. In short: we turn your existing data into a strategic advantage.

The three pillars of the Faraday data platform

Identity completion: The first pillar is verified identity data. This is the foundation—filling in the blanks with name, email, phone, and address. With this in place, you can actually reach the people you want to talk to.

Essential consumer datapoints: The second pillar is essential consumer datapoints. These are curated, industry-relevant attributes like income, homeownership, household size, and age, drawn from the 1,500+ datapoints in the Faraday Identity Graph, which covers 240 million U.S. consumers and their households. We also provide prebuilt predictive datapoints like likelihood to buy luxury goods or subscribe to streaming services. Even before you bring custom AI/ML modeling and datapoints into the picture, these datapoints make segmentation and targeting straightforward and give you a much more complete picture of your consumers.

This also helps solve the cold start problem. In other words, even if you don’t yet have large volumes of first-party data, these foundational datapoints give you enough signal to begin segmenting, targeting, and personalizing right away.

Custom predictive datapoints: The third pillar is custom predictions. These are AI-powered scores trained on your historical outcomes: Likelihood to Buy, Best Product Recommendation, Persona assignment, and more. Unlike off-the-shelf scores, these predictions are tailored to your brand and goals, built on your first-party data plus all 1,500+ datapoints in the Faraday Identity Graph. All of this is responsibly sourced, privacy-safe, and refreshed regularly to maintain signal quality.

How the data is delivered

Enriched records don’t just sit in a report—they’re delivered directly into the tools your team already uses. You can access them in your CRM, ESP, lead platform, or warehouse in whatever format works best: batch uploads, clean APIs, or cloud shares. For certain use cases, like the ping-post process, we can even deliver enriched datapoints in real time through services like LeadConduit. That means you can avoid wasting money bidding on low-value leads and make smarter decisions on the fly.

Why you need all three

Each pillar adds value on its own, but together they unlock a data foundation that’s accurate, actionable, and AI-ready. Consider a case study from one of our DTC partners in home services. They were struggling with call center efficiency: too many missed connections and wasted calls. With identity completion, Faraday helped them verify phone numbers and addresses from website leads, so the call center could actually follow up. With essential datapoints, they could prioritize outreach to homeowners in relevant geographies. With custom predictions, they scored every lead on likelihood to convert—so agents could focus on the best opportunities first. The result was faster follow-ups, fewer wasted calls, and hundreds of thousands of dollars saved per year.

Who this helps

Faraday supports consumer brands that want to enrich customer data, boost conversion rates, and eliminate wasted spend on low-fit leads. We also work with SaaS platforms and agencies embedding predictive data into their products to launch features faster and drive more client value.

The takeaway

AI isn’t magic—it’s data, structured and trained to work for you. Faraday provides the building blocks: verified identity, essential datapoints, and custom predictions. Put together, they give your team the confidence to prioritize, personalize, and grow.

Want to see how Faraday’s varied datapoints can transform your funnel and drive value for your brand? Let’s talk.