For data people

The business of data, from the inside.

Table Stakes Data covers the commercial side of the data industry. Who is buying, who is selling, what it is worth, and who is worth knowing.

It is two things. A newsletter that has gone out every Friday since 2020, and the searchable record of every source it has ever cited.

The newsletter

Alternative Data Weekly

A weekly reading list for the alternative data industry. Every Friday at 7am Eastern since 2020, with commentary on what each piece actually means. Free.

4,600+Subscribers

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The archive

The Data Industry Index

Every article, podcast, paper and post the newsletter has ever cited, in one searchable table. Tagged by topic, filterable by year and source, with my original commentary attached.

2,600+Sources indexed

Open the index

Latest piece

The month the conversation turned

Five years of the newsletter, measured. AI overtook alternative data in July 2023, seven months after ChatGPT launched. Coverage of data monetization did not move at all. The selling never changed, the buyer did.

Read the piece
Line chart showing AI citations rising sharply from 2023 while alternative data coverage halves and data monetization stays flat.

Who writes it

John Farrall

Founder, Table Stakes Data

I am Chief Commercial Officer at SymetryML, where I run go-to-market for a company that has developed a novel approach to machine learning. We are changing how firms work with data at massive scale in the age of AI. I also advise Alternata on data monetization and Dalto on data partnerships for AI application builders.

Before that I spent more than twenty years at the commercial end of the data business. I was a founding equity holder at Cleveland Research Company, which opened in 2006 with no revenue and grew into a highly regarded institutional research firm serving global hedge funds and mutual funds. I co-founded and ran 90 West Data, licensing, marketing and commercializing novel consumer data across financial services and corporate end markets.

I am the author of Advising Midas, a history of sell-side equity research, and I have written Alternative Data Weekly every Friday since 2020.

YearsRole
2026 to nowChief Commercial OfficerSymetryML
2024 to 2025Director of SalesModuleQ
2023 to 2024GTM Strategy & Institutional SalesVertical Knowledge
2020 to nowCreator, Publisher, ProprietorAlternative Data Weekly
2019 to 2023Co-founder and CEO90 West Data
2006 to 2019Partner, Senior Institutional SalesCleveland Research Company
2003 to 2006Institutional SalesFTN Midwest Research
1998 to 2002AnalystCrystal Internet Venture Fund

MBA, Case Western Reserve University. BS in Finance, Penn State, Men's Ice Hockey 1991-95, Captain 1994-95.

Advisory

I help data people

Alongside the newsletter I take on a small number of advisory engagements. These are the places where my experience can accelerate what you are already trying to do. If your problem is not one of these, I will say so and point you at someone better.

The toolbox

Advice travels with tools. Through my operating roles I can put working software behind an engagement: SymetryML, where I am Chief Commercial Officer, for machine learning on structured operational data at scale; Alternata for data monetization; and Dalto for data partnerships with AI application builders. Where a problem calls for capabilities beyond these, I bring in specialist delivery partners I know and trust, and I make that introduction only after I understand the problem.

01

Zero to one go-to-market

You have a real product and no repeatable way to sell it. I have done this from a standing start four times, beginning with Cleveland Research Company in 2006. The work is unglamorous: positioning a technical buyer will respect, an ICP list that is actually reachable, and a pitch that survives the first twenty conversations.

02

Data monetization and partnerships

You are sitting on data with commercial value and no clear view of what it is worth or who buys it. I built and ran that operating model from scratch at 90 West Data, with distribution through AWS, IEX, BattleFin, Eagle Alpha, Neudata, Snowflake, Crux, Exabel, Maiden Century, CloudQuant, Neuravest, Datarade and SS&C.

03

Getting in front of the right people

The hard part is rarely the product. It is knowing who actually buys, how they buy, and what earns a meeting. Sometimes my client is the one selling the data. Sometimes it is the one trying to find the right data, or the right partner. I have been at both ends of that call.

The buyer has broadened a long way past the hedge fund, and the list of people worth knowing broadened with it. Data owners, corporate buyers, vendors, operators, investors. I make introductions when they are genuinely useful to both sides, and I decline when they are not. This is not a lead list. It is judgment about who belongs in a room together.

04

Alternative data evaluation

You are about to spend six figures on a dataset and need to know whether it is worth it. I screen the vendor landscape, pressure-test the claims, and run the commercial diligence before you sign. Writing Alternative Data Weekly since 2020 means I have seen more vendor pitches than most buyers ever will, and the index on this site is the paper trail. When the answer needs real machine learning rather than judgment, I bring in a specialist evaluation partner.

05

AI-native operations

You know AI should be carrying more of your team's work, and you have no working example to copy. I do. I run my entire operation on an AI system I built: memory that compounds, automated research, competitive intelligence, weekly publishing. An engagement starts with your document-driven, rules-bound workflows, the ones whose output can be verified, and ends with your team running a system like mine. I lead the engagement; a build partner I trust does the heavy engineering with me.

06

Data discovery and readiness

You cannot price, sell, or even govern data you have not inventoried, and most companies do not actually know what they hold. It sits in warehouses, CRMs, file shares and aging databases with no map. I help you build the map, judge what is commercially valuable, and make it ready for the monetization work above. Specialist platforms handle the crawl; I handle what it means commercially.

Contact

Get in touch

john@tablestakesdata.com

Email is the fastest way to reach me and I answer it myself. Tell me what you are working on and what good looks like ninety days from now.

If I am not the right person for it, I will usually know who is.

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