It’s no secret that [third-party data](https://faraday.ai/blog/first-party-vs-third-party-data-marketing) is one of the most critical components of effective, data-driven AI/ML projects. It adds additional layers of depth and complexity to predictive models to help them perform better, provides rich insight into who your customers and leads are outside of their engagement with your business, and more.

In Faraday, responsibly sourced third-party data is [built in](https://faraday.ai/features/faraday-identity-graph), and we recently pushed our biggest-ever update to the Faraday Identity Graph (FIG). 827 brand new traits alongside fresh updates to hundreds of existing FIG traits means that your customer predictions are now even more powerful–without any action required on your end, as Faraday automatically considers these new traits when building models for you.

From lifestyle [traits](https://faraday.ai/docs/abstractions/traits) like `Environmentally focused household` to financial segments like `Affluents`, Faraday’s algorithms have even more lenses through which your customer data can be analyzed, resulting in even more powerful predictions.

For example, a financial institution might find that a prominent feature in their [outcome](https://faraday.ai/docs/abstractions/outcomes) is another new trait, `Likely to use an investment broker`, which could indicate that they should leverage their brokerage service more heavily. They could append this trait to their pipeline that includes a likelihood to convert outcome so that, maybe instead of sending an email to people for whom this trait is true, they reach out directly via phone to talk about investment services.

Similarly, a business looking to focus their ad spend might use `Instagram user` to find their leads that are most likely to be active on Instagram. With this knowledge, they can then target their ads specifically on Instagram as opposed to using a widespread approach to see what sticks.

Predicting customer behavior is nothing without a strong foundation of first and third-party data. Faraday’s data is regularly refreshed with both updated and new traits so that your predictions are as accurate as possible. If you’re interested in learning more about these new traits, contact [support](https://support.faraday.ai) or your account manager.

The Faraday Identity Graph recently received its biggest-ever update, with over 800 brand new traits and updates to hundreds of existing traits.

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1,000+ new and updated traits now live in Faraday