Overview

People Data provides a unified view of individuals by combining demographic, geographic, lifestyle, professional, and behavioral attributes into a single enrichment layer. It helps businesses understand who people are, how they live, and how they engage, enabling smarter segmentation, personalization, identity validation, and analytics. Factori’s US People Data covers 300M+ individuals with 40+ attributes, including age, bands, gender, income ranges, household composition, location, interests, lifestyle segments and behavioral indicators.

Whether you’re enriching customer profiles, building high-intent audience segments, conducting market and location analysis, or developing data products, Factori’s People Data delivers scalable, compliant, and actionable intelligence built for real-world use cases.

Use Cases by Industry

Marketing & Advertising

Audience Segmentation - Break down large populations into meaningful audience groups based on demographics, interests, behaviors, and professional attributes. This helps marketers identify high-value segments and design campaigns with greater precision.
Targeted Campaigns - Leverage enriched people profiles to reach the right audience at the right time. Deeper behavioral and demographic insights enable personalized messaging, improved media efficiency, and higher campaign performance across channels.
Customer Insights & Personalization - Enhance customer profiles with missing or updated attributes to deliver more relevant recommendations, offers, and experiences—driving engagement, loyalty, and conversion.

Sales & B2B SaaS

**Lead Enrichment & Scoring **- Fill gaps in prospect data by enriching profiles with job roles, seniority, skills, and career history. This allows sales teams to prioritize high-intent leads, improve scoring accuracy, and increase conversion rates.
Audience Segmentation - Segment accounts and prospects by industry, role, company size, and behavior to support account-based marketing (ABM) and focused outbound strategies.
Customer Insights & Personalization - Build a complete view of prospects and accounts to tailor outreach, refine messaging, and accelerate deal cycles.

HR & Recruitment

**Talent Acquisition - **Identify candidates with specific skills, experience, and career trajectories. Track role changes over time and build stronger recruitment pipelines using accurate, enriched people profiles, reducing time-to-hire and improving match quality.
**Audience Segmentation **- Group talent pools by skills, experience, location, or career stage to support targeted sourcing and workforce planning.

Finance & Insurance

Customer Insights & Personalization- Enrich customer profiles with demographic, professional, and behavioral attributes to design more relevant financial products, insurance plans, and personalized offerings.
Lead Enrichment & Scoring- Improve prospect qualification and underwriting decisions by adding verified professional and behavioral data to incomplete customer records.

Real Estate

**Customer Insights & Personalization **- Go beyond basic prospect information by enriching buyer, tenant, and investor profiles with demographic and occupational insights. This improves matching accuracy, recommendations, and customer engagement.
**Audience Segmentation **- Segment audiences by income indicators, profession, lifestyle, and life stage to support targeted property marketing and investment strategies.

E-commerce & Retail

Customer Insights & Personalization - Deepen understanding of shoppers through enriched profiles covering preferences, behaviors, and lifestyle attributes. This powers more relevant recommendations, personalized promotions, and stronger loyalty programs.
Audience Segmentation - Create high-intent customer segments for lifecycle marketing, retention campaigns, and cross-sell or upsell strategies.
Targeted Campaigns - Run highly personalized campaigns across digital channels using enriched people data to improve engagement and conversion at scale

Schema

Our comprehensive data enrichment solution includes a wide range of data attributes that can help you address gaps in your customer data, gain a deeper understanding of your customers, and power superior client experiences. Here are some of the data categories and attributes we offer within US People Graph:

Geography: City, State, ZIP, County, CBSA, Census Tract, etc.
Demographics: Gender, Age Group, Marital Status, Language, etc.
Financial: Income Range, Credit Rating Range, Credit Type, Net Worth Range, etc.
Persona: Consumer type, Communication preferences, Family type, etc.
Interests: Content, Brands, Shopping, Hobbies, Lifestyle, etc.
Household: Number of Children, Number of Adults, IP Address, etc.
Behaviors: Brand Affinity, App Usage, Web Browsing, etc.
Firmographics: Industry, Company, Occupation, Revenue, etc.
Retail Purchase: Store, Category, Brand, SKU, Quantity, Price, etc.
Housing: Home type, Home value, Renter/Owner, Year Built, etc.

Category	Attribute Name	Description
General	people_id	Factori assigned ID of the individual
General	first_name	First Name
General	last_name	Surname
General	gender	Male, Female
General	age	Age of the individual
General	occupation	Occupation of the individual
General	occupation_business_owner	Occupation Business Owner
date_of_birth	year	Year of birth - YYYY
date_of_birth	month	Month of birth - MM
date_of_birth	day	Day of birth - DD
Social	linkedin_url	LinkedIn URL
Social	facebook_url	Facebook URL
Social	twitter_url	Twitter URL
Phone	phone_number	Array of all phone numbers
Phone	phone_sha1	Array of phone number tagged in sha128 hashed format
Phone	phone_sha2	Array of phone number tagged in sha256 hashed format
Phone	phone_md5	Array of phone numbers tagged in md5 hashed format
Phone	is_cellphone	Indicates if the device is a cellphone
Phone	is_landline	Indicates if the device is a landline
Phone	carrier	Name of the phone carrier
Phone	is_workphone	Indicates if the device is a workphone
Devices	device_type	Mobile Advertisement ID type
Devices	maid	Array of Mobile Advertisement Id
Devices	maid_sha1	Array of Mobile Advertisement Id in sha128 format
Devices	maid_sha2	Array of Mobile Advertisement Id in sha256 format
Devices	maid_md5	Array of Mobile Advertisement Id in md5 format
Email	personal_email_address	Array of personal email IDs tagged
Email	personal_email_sha1	Array of email IDs tagged in sha128 hashed format
Email	personal_email_sha2	Array of email IDs tagged in sha256 hashed format
Email	personal_email_md5	Array of email IDs tagged in md5 hashed format
Email	personal_email_domain	Domain of the personal email address (e.g., gmail.com)
Email	work_email_address	Array of work email IDs tagged
Email	work_email_sha1	Array of email IDs tagged in sha128 hashed format
Email	work_email_sha2	Array of email IDs tagged in sha256 hashed format
Email	work_email_md5	Array of email IDs tagged in md5 hashed format
Email	work_email_domain	Domain of the work email address (e.g., company.com)
Address	full_address	Full Address (including House Number, Directional, Street Name, etc.)
Address	primary_address	Primary Address
Address	city	City Name
Address	state	State Abbreviation: AL, FL, IL, NY, etc.
Address	zip	Zip Code: Five digit numbers only, e.g. 60614
Address	zip4	A ZIP+4 Code uses the basic five-digit code plus four additional digits to identify a geographic segment within the five-digit delivery area
Address	delivery_point_bar_code	The delivery point barcode, or DPBC, is a line of short and tall bars that helps identify a mailing's exact destination.
Address	carrier_route	A carrier route is a group of mailing addresses within a 5-digit ZIP code that the USPS groups together to make the mail delivery process more efficient.
Address	walk_sequence_code	Indicates whether a walk sequence code exists or not
Address	fips_state_code	Federal Information Processing System (FIPS) Codes for State
Address	fips_county_code	Federal Information Processing System (FIPS) Codes for County
Address	county_name	County Name
Address	latitude	Latitude
Address	longitude	Longitude
Address	address_type	Address type determines if it is a highrise, business complex, firm or company etc
Address	metropolitan_statistical_area	A geographic entity based on a county or a group of counties with at least one urbanized area with a population of at least 50,000
Address	core_based_statistical_area	Core-based statistical area (CBSA) is a geographic region of the U.S., as defined by the Office of Management and Budget (OMB)
Address	census_tract	Census Tracts are small, relatively permanent statistical subdivisions of a county
Address	census_block	A census block is the smallest geographic unit used by the United States Census Bureau for tabulation
Address	census_block_group	A Census Block Group is a geographical unit used by the United States Census Bureau which is between the Census Tract and the Census Block
Address	pre_address	Pre Address
Address	street	Street Name or PO Box name, or RR # Box name, or HC # Box name
Address	post_address	Post Address
Address	address_suffix	Address Suffix
Address	address_secondline	Address Second Line
Address	address_abrev	Address Abbreviation
Education	education_level	Education level of the individual. For example - Completed High School, Completed College etc
Education	education_history	History of education
Employment	employee_title	Job title of the individual
Employment	employee_level	Job level of the individual
Employment	employee_job_function	Job function of the individual
Employment	employee_department	Job department of the individual
Employment	skills	Skills of the individual
Employment	recent_job_change	Recent Job Change
Employment	work_experience	Work experience of the individual
Company	company_id	ID of the company
Company	company_name	Name of the company the individual works for
Company	company_description	Description of the company
Company	technologies_used	Technologies used in the company
Company	office_address	Office address of the individual
Company	office_city	Office city of the individual
Company	office_county	Office county of the individual
Company	office_state	Office state of the individual
Company	office_zip5	Office zip of the individual
Company	office_zip4	Office zip4 of the individual
Company	office_carrier_route	Office carrier route
Company	office_latitude	Office latitude
Company	office_longitude	Office longitude
Company	office_cbsa_code	Office core based statistical area code
Company	office_census_block_group	Office census block group
Company	office_census_tract	Office census tract
Company	office_county_code	Office county code
Company	company_phone	Company phone
Company	company_credit_score	Company Credit Score
Company	company_csa_code	Company CSA code
Company	company_dpbc	Company delivery point bar code
Company	company_franchiseflag	Company franchise flag
Company	company_facebookurl	Company facebook URL
Company	company_linkedinurl	Company LinkedIn URL
Company	company_twitterurl	Company twitter URL
Company	company_website	Company Website
Company	company_fortune_rank	Company Fortune Rank
Company	company_headquarters_branch	Indicates whether the company is a Branch, Subsidiary or HQ
Company	company_home_business	Value indicates if the company is a home business
Company	company_industry	Industry that the company works in
Company	company_num_pcs_used	Number of PCs used in the company
Company	company_firm_individual	Indicates if the company is a firm or individual business.
Company	company_num_employees	Number of employees in the company
Company	company_msa	Company Metropolitan Statistical Area Code
Company	company_msa_name	Company Metropolitan Statistical Area name
Company	company_naics_code	Company NAICS code
Company	company_naics_description	Company NAICS description
Company	company_naics_code2	Company NAICS code 2
Company	company_naics_description2	Company NAICS description 2
Company	company_sic_code2	Company SIC code 2
Company	company_sic_code2_description	Company SIC description 2
Company	company_sic_code4	Company SIC code 4
Company	company_sic_code4_description	Company SIC description 4
Company	company_sic_code6	Company SIC code 6
Company	company_sic_code6_description	Company SIC description 6
Company	company_sic_code8	Company SIC code 8
Company	company_sic_code8_description	Company SIC description 8
Company	company_parent_company	Company Parent Company
Company	company_parent_company_location	Company parent company location
Company	company_residential_business_code	Residential business code
Company	company_subsidiary_company	Company subsidiary company
Company	company_revenue_range	Revenue Range of the company
Company	company_revenue_at_site_code	Company Revenue at Site Code
Company	company_revenue	Company Revenue
Company	company_sales_volume	Sales volume of the company
Company	company_small_business	True - Small Business, False - Not a Small Business
Company	company_stock_ticker	Stock Ticker of the Company
Company	company_year_founded	Year in which the company was founded
Company	company_minorityowned	Minority owned company - True/False
Company	company_female_owned_or_operated	Female owned or operated company - True/False
Company	company_franchise_code	Company Franchise Code
Company	company_dma	Company Designated Market Area Code
Company	company_dma_name	Company Designated Market Area Name
Company	company_hq_address	Company HQ Address
Company	company_hq_city	Company HQ City
Company	company_hq_duns	Company HQ DUNS
Company	company_hq_state	Company HQ State
Company	company_hq_zip5	Company ZIP code
Company	company_hq_zip4	Company ZIP+4 code
Company	company_sector	Sector of the company
Company	company_duns_number	Company DUNS number
Company	company_government_type	Jurisdiction in which the company belongs: Example: Municipal, Federal, State etc
Company	company_is_topchain
Company	company_public_private	Indicates whether a company is a public or private
Financial	income_net_worth	Net worth of the individual
Financial	credit_information_credit_lines	Number of lines of credit
Financial	credit_information_credit_card_user	Indicates if the individual is a credit card user
Financial	credit_information_newly_issued_credit_card_user	Indicates if the individual has been issued a new credit card
Financial	credit_information_credit_range_new	Indicates the new credit range of the individual
Financial	credit_information_credit_cards	Contains a list types of credit card held by the individual: for example - amex_premium_credit_card_holder, mastercard_premium_credit_card_holder
Financial	credit_information_credit_rating	Credit rating of the individual
Financial	mortgage_loan_type	Type of lender (e.g., Private party lender, wrap-around mortgage, etc.)
Financial	mortgage_loan_to_value	Property Loan to Value Ratio
Financial	mortgage_loan_date	Date on which loan was taken
Financial	mortgage_rate	Rate of first mortgage
Financial	mortgage_lender	Mortgage Lender of first loan
Financial	mortgage_lender_code	Code of first lender
Financial	mortgage_loan2_amount	Loan amount on second mortgage on the house
Financial	mortgage_loan2_type	Type of lender for the second mortgage (e.g., Private party lender, wrap-around mortgage, etc.)
Financial	mortgage_loan2_lender	Mortgage Lender of second loan
Financial	mortgage_loan2_lender_code	Code of second lender
Financial	mortgage_loan2_rate	Rate of second mortgage
Financial	mortgage_loan2_ratetype	Rate type of second loan: Adjustable or Fixed
Financial	mortgage_lender_code_of_home_purchase	Lender code of home purchase
Household	household_id	Household ID
Household	household_size	Household Size
Household	occupation_home_office	Occupation Home or Office
Household	dwell_type	Dwell Type: Single Family Dwelling Unit, Large multi-family w/o apt number etc
Household	marital_status	Marital Status
Household	length_of_residence	Length of residence
Household	number_of_kids	Number of Kids
Household	pre_school_kids	Number of Pre School Kids
Household	single_parent	Single Parent
Household	working_women_in_house_hold	Working women in household
Household	homeowner	Homeowner: Homeowner, Renter etc
Household	children	For example: 0_2_Male indicates that there is a male child in between the ages of 0-2 years.
Household	adults	For example: 75plus_Female indicates that there is an adult in the household above the age of 75.
Household	generations	Number of generations in the household
Household	census_median_household_income	Census Median Household Income (in $)
Household	household_income	Household Income (in $)
Property	general_home_value	General Home Value
Property	home_market_value	Home Market Value
Property	census_median_home_value	Census median household value
Property	property_build_year	Property build year
Property	property_with_ac	Property with AC
Property	property_with_pool	Property with Pool
Property	property_with_sewer	Property with Sewer
Property	property_with_water	Property with water
Property	property_fuel_type	Property Fuel Type
Hobby	hobby	Hobbies of the individual
Buyer	buyer	List of past purchases
Donor	donor	List of all types of donations made by the individual
Investor	investor	List of all types of investments made by the individual
Interests	interests	List of all interests of the individual

Reach Stats.

Type	Count
People ID	355,541,492
Phone Number	343,627,825
Work Email ID	70,182,326
Personal Email ID	70,182,326
MAID	246,338,789
Social Profiles	109,622,284