Card Customers

The average number of customers a business has in a day.

See the Merchant Transaction Signals overview page for details about data sources, high-level methodology, and timeliness of this attribute.

Child attributes (and data file structure):

Column NameData TypeDescriptionExample
end_datestringThe time index of the features. All features in the row assume this is the final date, inclusive, of the calculation.2020-08-31
card_customers__1m__start_datestringThe date that the 1-month period begins (inclusive).2020-08-01

JSON Sample:

        "card_customers": [
            "end_date": "2020-08-31"
        "1m": {
                "start_date": "2020-08-01"
            "average_daily_count": 10.20
        "3m": {
                "start_date": "2020-06-01"
            "average_daily_count": 30.15,
        "12m": {
                "start_date": "2020-09-01"
            "average_daily_count": 70.68,

Other notes and tips:

  • Enigma uses unique card counts per day, i.e., “daily unique cards,” to estimate customer visits. There are a few limitations with this approach:
  • If a customer splits a purchase across two different cards, this would show up as two distinct customers. This is because Enigma is estimating customers based on unique cards not unique cardholders.
  • The count may not be an integer because Enigma applies a projection factor to the aggregated panel counts to estimate the total counts of each merchant
  • Multiplying the average daily customer by 30 can give you a proxy for the number of customers a business has. Note: this method will overestimate the number of customers because it will not take into account repeat customers in that month.