Product Overview of Braze
Braze is a comprehensive customer engagement platform designed to help businesses unify, activate, and personalize customer data to deliver highly relevant and engaging experiences across various digital touchpoints.
What Braze Does
Braze is centered around aggregating and acting on customer data from multiple sources. It enables marketers to collect, unify, and activate data from various platforms, including user databases, offline transactions, data warehouses, and frontend data sources such as users’ devices. This data is then used to create dynamic user profiles, segment audiences, and orchestrate personalized messaging campaigns.
Key Features and Functionality
Data Ingestion and Activation
Braze allows for the ingestion of data from a wide range of sources through its SDKs, REST API, and over 150 technology partner integrations (known as “Alloys”). This data is unified and activated in real-time, enabling businesses to gain a comprehensive understanding of their customers’ preferences and behaviors.
User Segmentation and Personalization
The platform offers powerful segmentation tools, allowing businesses to create dynamic audiences based on in-app behavior, demographic data, custom events, and custom attributes. Braze’s personalization capabilities enable the embedding of personalized attributes, products, content, and promotions into messages across various channels, including email, SMS, push notifications, and in-app messages.
Journey Orchestration
Braze’s Canvas feature allows marketers to create and orchestrate complex customer journeys using drag-and-drop components. This includes setting up real-time triggers, delays, audience syncs, and messaging campaigns that are tailored to individual customer behaviors and preferences. The platform also supports A/B/n testing and creative experimentation to optimize campaign performance.
Cross-Channel Engagement
Braze facilitates consistent customer experiences across multiple channels, including email, SMS, push notifications, WhatsApp, in-app messages, Content Cards, and web push notifications. This ensures that messages are aligned with the customer’s experience in the app or website.
AI-Powered Insights and Optimization
The platform leverages AI through BrazeAI™ to provide predictive intelligence, helping businesses anticipate customer journeys and target customers based on their propensity to purchase, churn, or perform other high-value actions. BrazeAI™ also optimizes campaigns by identifying winning variants and automatically shifting customers to the most effective journeys and messages.
Feature Flags
Braze’s Feature Flags allow businesses to roll out features to specific segments of users seamlessly. This feature enables the synchronization of messaging with feature rollouts, ensuring that customers receive messages that are perfectly aligned with the new features they have access to.
Analytics and Reporting
The platform offers real-time analytics and reporting, providing insights into customer engagement through graphs and custom metrics. This includes A/B testing, custom reporting, and automated intelligence to help businesses measure and optimize their campaigns continuously.
Integration and Security
Braze integrates with various digital properties, data warehouses, backend systems, and other software through lightweight SDKs, modern APIs, and cloud data ingestion. The platform is architected for security, with features like server-side JWT signatures and penetration testing by third parties to ensure data security.
In summary, Braze is a powerful customer engagement platform that unifies data, personalizes customer journeys, and optimizes campaigns using AI-powered insights. Its comprehensive set of features and functionalities make it an essential tool for businesses aiming to deliver highly engaging and relevant customer experiences.