Braze Introduces the Braze Data Platform

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Braze, the customer engagement platform, announced the launch of the Braze Data Platform, a comprehensive, composable set of data capabilities and partner integrations designed to streamline data unification, activation, and distribution, empowering marketers to create memorable, relevant customer engagements with Braze.

Also Read: Braze and Martechvibe Unveil Report on Using Data to Elevate Personalisation Strategies

Unified and contextualised data is crucial for creating customer-centric marketing experiences, and brands that fail to deliver risk losing consumer attention, loyalty, and revenue. Marketers are struggling to integrate and make sense of data for customer engagement with excessive data collection: Braze research found that only 24% of brands are mapping customer behaviour and sentiment, and only 6% are using this data to inform their product and brand approach. Built with flexibility, interoperability, and modularity in mind, the Braze Data Platform helps brands easily integrate and leverage 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 – Braze simplifies the process of collecting and bringing first-party data together, regardless of the source, with real time, direct integrations to leading cloud data platforms, data warehouses and software providers. 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 zero-copy access to customer data and streamlining data flow for better customer engagement. Utilising existing Braze capabilities such as Data Transformations, Braze Catalogs, SDK, and APIs, brands can efficiently organise their data, empowering marketing teams and reducing dependence on technical resources.
• Activate Data for Increased Personalisation and Relevance – New enhanced data management capabilities in Braze Catalogs help brands understand and optimise data collection and utilisation over time. With turnkey partner integrations into the Braze Data Platform, they can combine these insights with other data sources to understand and act on user behaviour in real time, using reporting and analytics for impactful campaigns. Sage AI by Braze™ then helps test and deliver personalised experiences at scale, extending the value of brands’ first-party 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, engagement, and customer data 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 prioritise integrations with their preferred data sources and destinations, offering a robust set of Braze Currents connectors, Snowflake Data Sharing and enterprise-grade APIs to help brands get broader organisational value from customer engagement data generated and collected with Braze.

“Modern marketers need access to a unified view of their data, to connect with their customers personally in an efficient and personal way,” said Kevin Wang, Chief Product Officer of 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 across digital channels. Our platform seamlessly integrates with leading data ecosystem technologies, allowing brands to unify and activate their data effortlessly. With a real-time stream processing foundation, Braze allows brands to gain immediate insight into customer behaviour.”