Braze (Nasdaq: BRZE), customer engagement platform, announced last week the launch of Braze Data Platform, a set of data and partner integrations designed to simplify data unification, activation, and distribution, empowering marketers to create customer engagement.
Unified and contextualized data is crucial for creating customer-centric marketing experiences – and brands that fail to deliver this risk losing consumer attention, loyalty, and revenue. Marketers struggle to integrate and understand data for customer engagement with data overload. Braze research found that only 24% of brands are mapping customer behavior and sentiment, and only 6% are using this data to inform their product and brand approach. Built with flexibility, interoperability, and modularity in mind, Braze Data Platform helps brands easily integrate and harness their data, regardless of their preferred technologies and workflows.
With the Braze Data Platform, brands can easily:
Unify data for accessibility via enhanced ecosystem integrations – the Braze simplifies the process of collecting and unifying primary data, regardless of the source, with real-time direct integrations to key cloud data platforms, data warehouses, and software providers. The newly launched CDI Segments, an extension of Braze Cloud Data Ingestion (CDI), is now available in early access for partners, including Amazon Redshift from Amazon Web Services (AWS), Databricks, and Snowflake, giving brands copy-free access to customer data and streamlining data flow for enhanced customer engagement. Leveraging existing Braze capabilities such as Data Transformations, Braze Catalogs, SDK, and APIs, brands can efficiently organize their data, empowering marketing teams and reducing reliance on technical resources.
Enable data to enhance personalization and relevance – new enhanced data management capabilities available in Braze Catalogs help brands understand and optimize data collection and utilization over time. With out-of-the-box partner integrations on the Braze Data Platform, they can combine these insights with other data sources to understand and act on user behavior in real-time, using reporting and analytics for impactful campaigns. The Sage AI by Braze™ then helps test and deliver personalized experiences at scale, extending the value of brands’ primary data so that customer engagement remains valuable and avoids being intrusive.
Distribute data to build brand equity – the Braze Data Platform facilitates secure and efficient distribution of product data and customer engagement to preferred third-party tools for deeper analysis, including analytics and business intelligence solutions from Amplitude, Contentsquare, Mixpanel, and Snowplow. Braze works directly with customers to prioritize integrations with their preferred data sources and destinations, offering a robust set of connectors Braze Currents, Snowflake Data Sharing, and enterprise-level APIs to help brands derive broader organizational value from the customer engagement data generated and collected with Braze.
“Modern marketers need access to a unified view of their data to connect with their customers efficiently and personally,” said Kevin Wang, Product Director at Braze. “Our mission with the Braze Data Platform is to empower brands of all sizes to harness the power of their data for superior customer engagement on digital channels. This platform seamlessly integrates with the leading technologies in the data ecosystem, allowing brands to effortlessly unify and activate their data. With real-time stream processing foundation, Braze enables brands to gain immediate insights into customer behavior.”
Including Braze products and ecosystem partner integrations, the Braze Data Platform powers highly personalized and impactful experiences across digital touchpoints. The platform enables brands to leverage technology and integrations to act on ever-changing customer preferences and behaviors, and to drive customer engagement experiences that are personalized, relevant, and memorable.
As some brands have advanced use cases that require the activation of primary data for marketing and beyond, such as sales and customer success, Braze works closely with customer data platforms (CDPs) like Amperity, Amplitude, Census, Hightouch, mParticle, Rudderstack, Simon Data, Tealium, Treasure Data, and Twilio Segment. With our CDP partners, Braze offers a comprehensive approach that enhances data unification, activation, and distribution throughout the data lifecycle.
“Snowflake is aligned with Braze in the shared goal of helping brands fully leverage their data. The Braze Data Platform is a positive step in that journey, helping to make data work harder. Bringing apps to the data is the backbone of our AI Data Cloud product vision, and we are excited to see how Braze helps brands with this today,” said Tarik Dwiek, Head of Technology Alliances at Snowflake.
