Customer personas

Customer persona predictions organize your customers into thematic groups based on traits from both your data and the Faraday Identity Graph, enabling rich insights that help drive personalization efforts.


In this tutorial, we'll show you how to:

  • Create a predictive model for customer personas using a persona set.

Let's dive in.

  1. You'll need a Faraday account — signup is free!

Confirm your data


Unless you’ve already created it for another quickstart or purpose, you’ll need to add the following cohort to your account:

  • Customers

What’s a cohort?

A cohort is Faraday’s term for a commercially significant group of people — for example, a brand’s customers, leads, or even “people who bought X and Y and then cancelled.”

Cohort membership is fluid — continuously computed by Faraday — and is defined by events its members must all have experienced and/or traits its members must all share.

For example, a Customers cohort could be defined as the group of people who have all experienced a Transaction event at least once.

For more, see our docs on Cohorts, Events, Traits, and Datasets (which define how events and traits emerge from your data).


To verify, use a GET /cohorts request. Your response should look like this:

  "name": "Customers",
, ...}]

Make note of the IDs of the necessary cohorts.

If the required cohort isn’t there, follow the instructions using this button, then return here to resume.

Configure your prediction

Create a customer personas persona set


Use a POST /persona_sets request:

curl --json '{
  "name": "Customer personas",
  "cohort": "$CUSTOMERS_COHORT_ID"

Your persona set will start building in the background. You can proceed immediately with the next set of instructions. When your persona set is done building, you’ll get an email.