Braze, the leading customer engagement platform that empowers brands to Be Absolutely Engaging, 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.
Unified and contextualized 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 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, 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. Utilizing existing Braze capabilities such as Data Transformations, Braze Catalogs, SDK, and APIs, brands can efficiently organize their data, empowering marketing teams and reducing dependence on technical resources.
- Activate Data for Increased Personalization and Relevance – New enhanced data management capabilities in Braze Catalogs help brands understand and optimize data collection and utilization 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 behavior in real time, using reporting and analytics for impactful campaigns. Sage AI by Braze™ then helps test and deliver personalized 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 prioritize 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 organizational value from customer engagement data generated and collected with Braze.
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“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 behavior.”
Inclusive of Braze products and partner ecosystem integrations, the Braze Data Platform fuels highly tailored, impactful experiences across digital touchpoints. The composable nature of the platform allows brands to leverage the technology and ecosystem integrations they need, to take action 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 first-party data for marketing and beyond, such as sales and customer success, Braze closely partners 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 entire data lifecycle.
“Snowflake is aligned with Braze in the shared goal to help brands leverage their data more fully. The Braze Data Platform is a positive step in this journey, helping make data work harder. Bringing applications to the data is the backbone of our AI Data Cloud product vision, and we’re thrilled to see how Braze helps brands with this today,” said Tarik Dwiek, Head of Technology Alliances at Snowflake.
SOURCE: BusinessWire