Overview of Braze
Braze is a comprehensive customer engagement platform designed to help brands of all sizes create personalized, targeted, and highly effective campaigns across multiple channels. Here’s a detailed look at what Braze does and its key features:
What Braze Does
Braze enables businesses to unify customer data, personalize customer journeys, and optimize marketing campaigns using AI-powered insights. The platform is built to help companies build strong, human connections with their customers by delivering relevant and timely experiences.
Key Features and Functionality
Data Activation and Integration
Braze allows you to collect, unify, and activate data from various sources, including digital properties, data warehouses, backend systems, and other software. It offers over 140 turnkey partner integrations and customizable integrations using lightweight SDKs, modern APIs, and cloud data ingestion. This data is used to build comprehensive user profiles that capture historical and real-time customer preferences and behaviors.
Insights and Segmentation
The platform provides powerful tools for building dynamic audiences. You can use over 100 out-of-the-box filters or a flexible SQL composer to segment your customer base. Braze’s predictive intelligence helps anticipate customer behaviors, allowing you to move consumers in and out of relevant segments. The platform also uses BrazeAI™ to identify and target customers based on their propensity to purchase, churn, or perform other high-value actions.
Journey Orchestration
Braze’s Canvas feature allows you to create tailored customer journeys using drag-and-drop components for branching, delays, audience syncs, and messaging. The platform supports real-time triggers to build highly responsive experiences that react immediately to customer actions. It also includes a flexible experimentation engine for A/B/n testing of various campaign elements, with BrazeAI™ optimizing the journeys to find the most effective paths.
Personalization and Relevance
Braze scales personalization to deliver experiences that customers crave. You can embed personalized attributes, products, content, promotions, and recommendations into messages across any channel. The platform supports in-the-moment engagement, triggering journeys and messaging based on sub-second customer behaviors and cross-channel interactions. BrazeAI™ personalizes entire journeys, paths, messages, timing, and channels based on individual customer behaviors and preferences.
Cross-Channel Action
Braze enables consistent customer experiences across every touchpoint from a single platform. You can design, launch, and connect campaigns across channels such as email, SMS, push notifications, WhatsApp, and paid media platforms like Meta, Google, and TikTok. The platform uses rich first-party data to dynamically target and deliver ads, and BrazeAI™ helps reach customers on the channels they are most likely to engage with.
Feature Flags
Braze Feature Flags allow you to turn on features for specific segments of users, such as loyalty members, using the rich customer data and audiences already in Braze. This feature enables seamless synchronization of messaging with feature rollouts, ensuring that customer communications are perfectly aligned with the experience they have in the app or website.
Reporting and Analytics
The platform offers robust reporting and analytics capabilities, including custom reports and dashboards to visualize engagement across channels. Braze provides impact reporting to show how customer engagement efforts drive incremental conversions using global holdout groups. BrazeAI™ generates SQL reports and unlocks granular insights from plain text prompts, helping you make better-informed decisions.
Technical Capabilities
- SDKs and APIs: Braze offers SDKs for mobile and web applications to collect and sync user data, capture marketing engagement, and power push notifications and in-app messages. The REST API allows for data movement in and out of Braze, enabling complex campaign triggering and customization.
- Security: The platform is architected for security, with features like server-side JWT signatures and write-only access to user data.
In summary, Braze is a powerful customer engagement platform that leverages AI, real-time data, and cross-channel capabilities to help businesses deliver highly personalized and effective customer experiences. Its comprehensive suite of tools and features makes it an invaluable asset for marketers aiming to enhance customer engagement and drive business outcomes.