Standard fields

  • Faraday matches your customers into our database at the individual level so we need to get as much information about those individuals as possible!
  • Date fields are extremely important when building predictive models, for example we like to know if someone is a customer but more importantly we need to know when they become a customer or when they purchased a certain product or took a certain action! 
  • We prefer to have access to Orders tables

File format 


  • Best and most complete possible identifying information on every line (first name, last name, full name, email, phone, address, city, state, postcode)
  • Relevant dates in ISO 8601 YYYY-MM-DD
  • Statuses, product names, etc. in plain text not numeric codes 
  • CSV format
  • Comma delimited
  • Headers included
  • UTF-8 encoded
  • One CSV per compressed file

Optional but recommended 

Questions to Consider

  • Do you have a data dictionary or definition of the fields that are being sent over?
  • How many customers do you have?
  • How do we know when someone has become a customer?
  • How many leads do you have?
  • How is a lead defined?
  • Do you maintain a mailing & billing address for your customers?
  • During the sales process are you capturing physical address, email and/or phone number?
  • Are there any geographic patterns we should see in your data?
  • Do you only sell in certain locations?
  • What is your most popular product? Least popular?
  • What % of your customers have purchased your most popular product?
  • What defines churn?
  • Date field for churning?
  • Discount codes?
  • Any codes we should exclude or be aware of?
  • Any 3rd party data that has been licensed?
  • Where is engagement data (email) stored?
  • Do you maintain a record per email sent?
  • Do you have the date of the email was sent?
  • Do you track engagement by emails na recipient (ie. clicks opens)
  • Do you have the date of a given engagement?
  • Has there been a drastic change in your marketing strategy or business overall in the last quarter? 6mo? Year? Etc?

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