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uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="browser"><use href="/icons/sprites.svg#browser"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Web Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/sms"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="message-text-square-02"><use href="/icons/sprites.svg#message-text-square-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">SMS/RCS</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/whatsapp"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-call-01"><use href="/icons/sprites.svg#phone-call-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">WhatsApp</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/cross-channel-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="dots-grid"><use href="/icons/sprites.svg#dots-grid"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md text-purple-700">View all channels</span></div></a></li></ul></div><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap p-2 sm:p-3 bg-[#C9C4FF80] relative z-10 gap-3 items-end sm:justify-between xl:justify-start rounded-lg mt-4"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 text-purple-700 mr-2 xl:mr-0"><svg width="20" height="20" role="img" aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Solutions<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Solutions" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit 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href="/solutions/media-entertainment"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="video-recorder"><use href="/icons/sprites.svg#video-recorder"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Media & Entertainment</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/gaming"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="gaming-pad-01"><use href="/icons/sprites.svg#gaming-pad-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Gaming</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/on-demand"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" 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text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="trend-up-01"><use href="/icons/sprites.svg#trend-up-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Optimize Onboarding</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/boost-productivity"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="pencil-01"><use href="/icons/sprites.svg#pencil-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Boost Productivity</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/improve-acquisition"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="pie-chart-01"><use 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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aria-label="Link to technology partners" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/partners/technology-partners">Partners</a><span class="text-white text-md">/</span><a aria-label="Link to adjust" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-medium text-[#344054] bg-[#FFFFFFB2] truncate" href="/partners/technology-partners/adjust">Adjust</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Partners","item":"https://www.braze.com/partners/technology-partners"},{"@type":"ListItem","position":2,"name":"Adjust","item":"https://www.braze.com/partners/technology-partners/adjust"}]}</script><div class="mt-16 flex flex-col items-start justify-between gap-6 text-center text-black lg:flex-row"><div class="flex w-full flex-col gap-8 lg:flex-row"><div class="flex h-[64px] w-[176px] gap-8 rounded-lg border border-gray-200 bg-white p-2"><img alt="Adjust" loading="lazy" width="176" height="64" decoding="async" data-nimg="1" class="size-full object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe23044c4bc0d0bc1c0bad3bc1670bfb14fcf8dfa-600x140.jpg&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe23044c4bc0d0bc1c0bad3bc1670bfb14fcf8dfa-600x140.jpg&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe23044c4bc0d0bc1c0bad3bc1670bfb14fcf8dfa-600x140.jpg&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Adjust</h2><div class="flex flex-col gap-3 md:flex-row"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[28px]" href="/partners/search?partner=technology&type=Message+Orchestration">Message Orchestration</a><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[28px]" href="/partners/search?partner=technology&type=Attribution">Attribution</a></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit 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customer engagement data</h4><span class="text-sm font-bold text-gray-500">August 12, 2025</span></div></div></a></div></div><div data-index="7" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:9.090909090909092%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="Customer onboarding automation: Benefits, strategies, and best practices" href="/resources/articles/customer-onboarding-automation"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="Customer onboarding automation: Benefits, strategies, and best practices" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F72f39bc31cab530bc438a9674e10414ce0aeb83e-3840x2160.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F72f39bc31cab530bc438a9674e10414ce0aeb83e-3840x2160.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F72f39bc31cab530bc438a9674e10414ce0aeb83e-3840x2160.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">12<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Customer onboarding automation: Benefits, strategies, and best practices</h4><span 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AI and machine learning (AI/ML) can change that, helping to power the next generation of \"},{\"_key\":\"1669bc9ef43b\",\"_type\":\"span\",\"marks\":[\"c5e46304032a\"],\"text\":\"the customer experience\"},{\"_key\":\"880fc564afb9\",\"_type\":\"span\",\"marks\":[],\"text\":\". AI/ML can identify patterns, power real-time decisions, automate actions, and build smarter customer journeys from the ground up.\"}],\"markDefs\":[{\"_key\":\"c5e46304032a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-powered-shift-customer-experiences\"}],\"style\":\"normal\"},{\"_key\":\"11da6c6ecd3f\",\"_type\":\"block\",\"children\":[{\"_key\":\"053cccc8d938\",\"_type\":\"span\",\"marks\":[],\"text\":\"From \"},{\"_key\":\"f298055638b0\",\"_type\":\"span\",\"marks\":[\"6a5006b20328\"],\"text\":\"predicting behavior\"},{\"_key\":\"33e3e05c7f71\",\"_type\":\"span\",\"marks\":[],\"text\":\" to personalizing outreach, machine learning in marketing is already transforming how teams work and grow.\"}],\"markDefs\":[{\"_key\":\"6a5006b20328\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-future-of-predictive-marketing\"}],\"style\":\"normal\"},{\"_key\":\"ce2937f1efae\",\"_type\":\"block\",\"children\":[{\"_key\":\"86b4215a94e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This guide breaks down what machine learning is, how it differs from AI, and where it fits in marketing your brand. You’ll learn about the core types, real use cases and how to bring it into your strategy. You don’t need a team of data scientists. Customer engagement tools like \"},{\"_key\":\"14db6a8b3e48\",\"_type\":\"span\",\"marks\":[\"d65a4cc26ea2\"],\"text\":\"BrazeAI™\"},{\"_key\":\"a1539f68c320\",\"_type\":\"span\",\"marks\":[],\"text\":\" can help you move faster and personalize at scale.\"}],\"markDefs\":[{\"_key\":\"d65a4cc26ea2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai\"}],\"style\":\"normal\"},{\"_key\":\"44473c878112\",\"_type\":\"block\",\"children\":[{\"_key\":\"c863566ec333\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Contents\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"43f9a15c178a\",\"_type\":\"block\",\"children\":[{\"_key\":\"7958ee35236a\",\"_type\":\"span\",\"marks\":[\"ae5485e2c2e1\"],\"text\":\"What is machine learning?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ae5485e2c2e1\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/machine-learning-marketing#what\"}],\"style\":\"normal\"},{\"_key\":\"08874a1eb53f\",\"_type\":\"block\",\"children\":[{\"_key\":\"a43af4760050\",\"_type\":\"span\",\"marks\":[\"1951a166b1bf\"],\"text\":\"Advantages of machine learning and marketing\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"1951a166b1bf\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/machine-learning-marketing#advantages\"}],\"style\":\"normal\"},{\"_key\":\"c00009b7e6b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"98085449dc35\",\"_type\":\"span\",\"marks\":[\"21590b9072c4\"],\"text\":\"Types of machine learning for marketing\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"21590b9072c4\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/machine-learning-marketing#types\"}],\"style\":\"normal\"},{\"_key\":\"c16ffcef236d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6ad4f9853eb\",\"_type\":\"span\",\"marks\":[\"ae54688b5785\"],\"text\":\"How does machine learning differ from AI?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ae54688b5785\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/machine-learning-marketing#difference\"}],\"style\":\"normal\"},{\"_key\":\"96595f2afd6f\",\"_type\":\"block\",\"children\":[{\"_key\":\"419b399e888c\",\"_type\":\"span\",\"marks\":[\"c624d959f44c\"],\"text\":\"How to apply machine learning in marketing\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"c624d959f44c\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/machine-learning-marketing#how\"}],\"style\":\"normal\"},{\"_key\":\"59cf7ec9b4a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"5389fb61946e\",\"_type\":\"span\",\"marks\":[\"7e7b00dd3c4f\"],\"text\":\"Practical use cases from Braze of machine learning\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"7e7b00dd3c4f\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/machine-learning-marketing#examples\"}],\"style\":\"normal\"},{\"_key\":\"d0a31e868adb\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc1c7ccfdc5f\",\"_type\":\"span\",\"marks\":[\"adfcad052f0c\"],\"text\":\"How can machine learning help your marketing strategy?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"adfcad052f0c\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/machine-learning-marketing#help\"}],\"style\":\"normal\"},{\"_key\":\"e8d9e29cdc3e\",\"_type\":\"block\",\"children\":[{\"_key\":\"c35b8dac0e5c\",\"_type\":\"span\",\"marks\":[\"093ce266bd5f\"],\"text\":\"Final thoughts\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"093ce266bd5f\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/machine-learning-marketing#conclusion\"}],\"style\":\"normal\"},{\"_key\":\"6ca418b4a399\",\"_type\":\"block\",\"children\":[{\"_key\":\"70e084de1765\",\"_type\":\"span\",\"marks\":[\"ee662bc3ab0d\"],\"text\":\"Machine learning FAQs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ee662bc3ab0d\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/machine-learning-marketing#faqs\"}],\"style\":\"normal\"},{\"_key\":\"6dea249a3c49\",\"_type\":\"anchor\",\"anchorId\":\"what\"},{\"_key\":\"88170fd98acc\",\"_type\":\"block\",\"children\":[{\"_key\":\"012eff1d3635\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What is machine learning?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3597e8eebe12\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bfa1ae2fa93\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning is a branch of artificial intelligence that trains systems to learn from data and improve over time—without manual programming. Instead of writing rules to tell software exactly what to do, teams train algorithms to recognize patterns, make predictions, and adjust based on new input. Some machine learning models also use natural language processing (NLP) to understand and act on written content, like customer feedback or support queries.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e0efdd191235\",\"_type\":\"block\",\"children\":[{\"_key\":\"683481c90ad4\",\"_type\":\"span\",\"marks\":[],\"text\":\"For marketers, machine learning can unlock more responsive, adaptive campaigns. It helps teams shift from rigid, rule-based workflows to systems that evolve alongside customer behavior. Whether you're predicting churn, optimizing send times, or surfacing personalized content, machine learning gives you the tools to act on insight at scale—and in real time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3cf060951703\",\"_type\":\"anchor\",\"anchorId\":\"advantages\"},{\"_key\":\"6fdb73b4956b\",\"_type\":\"block\",\"children\":[{\"_key\":\"fec9e6dc7477\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Advantages of machine learning and marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e2de38154e91\",\"_type\":\"block\",\"children\":[{\"_key\":\"7dc7f8c37945\",\"_type\":\"span\",\"marks\":[\"16be552ece4b\"],\"text\":\"Machine learning gives marketers faster, sharper ways\"},{\"_key\":\"6936364af7a0\",\"_type\":\"span\",\"marks\":[],\"text\":\" to understand and respond to what customers need. 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That means less time spent manually analyzing data and more time acting on what matters\"},{\"_key\":\"163b9fa5092d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\".\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"46ef4a2c52e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"8f6a22f4803a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Higher efficiency\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d280fcd65929\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a1bb2117a1f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Automate time-consuming tasks like send-time optimization or A/B testing, so your team can focus on strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98a6f8d23a2d\",\"_type\":\"anchor\",\"anchorId\":\"types\"},{\"_key\":\"68ccef087206\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9f538bcf835\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Types of machine learning for marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ef184af2e4a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2465a0ea48f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Different machine learning models solve different problems. Some rely on labeled examples to learn from, while others uncover patterns on their own. Here are four core types to know:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"95e168283aa7\",\"_type\":\"block\",\"children\":[{\"_key\":\"af2a7975e4fc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Supervised learning\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6e65aa711265\",\"_type\":\"block\",\"children\":[{\"_key\":\"5cfe8ce03383\",\"_type\":\"span\",\"marks\":[],\"text\":\"Supervised models learn from labeled data—where each data point includes the correct outcome. Think of a list of past users where you know who made a purchase and who didn’t. The model uses that history to find patterns and predict future behavior, like forecasting churn or likelihood to convert. It’s especially useful for classification (yes/no) and regression (numerical predictions).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6bc16cffe785\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6220e95d8e7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Unsupervised learning\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"799d112b131a\",\"_type\":\"block\",\"children\":[{\"_key\":\"58019d6086de\",\"_type\":\"span\",\"marks\":[],\"text\":\"Unsupervised models work with unlabeled data. Instead of training on known outcomes, they explore the dataset to find hidden structures, such as clusters of customers with similar behaviors. This approach can reveal patterns or audience segments you might never spot manually.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"73678974e65f\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce51295baf4f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Semi-supervised learning\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d2dd3069a121\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6de45b47843\",\"_type\":\"span\",\"marks\":[],\"text\":\"Semi-supervised models combine a small set of labeled data with a larger pool of unlabeled data. It’s a smart workaround when labeling is time-consuming or expensive. For example, you might manually tag a few support interactions, then let the model learn from thousands more. This method strikes a balance between accuracy and efficiency, making it ideal for sentiment analysis, email categorization, and content classification.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5aadab708186\",\"_type\":\"block\",\"children\":[{\"_key\":\"5abc9a747deb\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Reinforcement learning\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"27f93f73fea2\",\"_type\":\"block\",\"children\":[{\"_key\":\"64ec44b2c67d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Reinforcement models learn by doing. They take actions, receive feedback (like a reward or penalty), and adjust based on outcomes. While not as common in day-to-day marketing, you’ll find it behind dynamic pricing, real-time ad bidding, or adaptive testing strategies.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e432e157ada\",\"_type\":\"block\",\"children\":[{\"_key\":\"7edafc0eb608\",\"_type\":\"span\",\"marks\":[],\"text\":\"Choosing the right type of machine learning can help you make the most of your data—whether you're refining an existing campaign or building new automation from the ground up. That kind of learning in marketing creates space for smarter, more \"},{\"_key\":\"ff3e68134da8\",\"_type\":\"span\",\"marks\":[\"70251ce1980e\"],\"text\":\"responsive strategies\"},{\"_key\":\"c8911e2a9724\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"70251ce1980e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-marketing-strategy\"}],\"style\":\"normal\"},{\"_key\":\"211d40dcfd04\",\"_type\":\"anchor\",\"anchorId\":\"difference\"},{\"_key\":\"f548bd869b5b\",\"_type\":\"block\",\"children\":[{\"_key\":\"6aead5a65fa4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How does machine learning differ from AI?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"875143a3c268\",\"_type\":\"block\",\"children\":[{\"_key\":\"3d85a7a59d79\",\"_type\":\"span\",\"marks\":[],\"text\":\"People often use “machine learning” and “artificial intelligence” interchangeably, but they’re not quite the same. Artificial intelligence is the broader concept—it refers to any system or machine that mimics human intelligence. That might include reasoning, problem-solving, language understanding, or learning from experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a28e90353c7b\",\"_type\":\"block\",\"children\":[{\"_key\":\"acb1e5481769\",\"_type\":\"span\",\"marks\":[\"43712e0e79aa\"],\"text\":\"Machine learning sits within AI\"},{\"_key\":\"cd095ca8cd2f\",\"_type\":\"span\",\"marks\":[],\"text\":\". It’s a specific approach that trains systems to learn from data analysis, spot patterns, and make decisions without being explicitly programmed.\"}],\"markDefs\":[{\"_key\":\"43712e0e79aa\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/three-steps-to-faster-value-with-artificial-intelligence-and-machine-learning\"}],\"style\":\"normal\"},{\"_key\":\"ae974269fbc6\",\"_type\":\"block\",\"children\":[{\"_key\":\"82d554f6a6a3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s a simple way to think about it:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7a9286dfec48\",\"_type\":\"block\",\"children\":[{\"_key\":\"4dedd4e6e2ee\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"AI\"},{\"_key\":\"16282f835d56\",\"_type\":\"span\",\"marks\":[],\"text\":\" is the big-picture goal—build systems that act intelligently.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5cc44412c17b\",\"_type\":\"block\",\"children\":[{\"_key\":\"4af71f9b0d18\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Machine learning\"},{\"_key\":\"31207b2513d9\",\"_type\":\"span\",\"marks\":[],\"text\":\" is one of the methods we use to get there—by giving machines access to data and letting them learn from it.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fc9efe0c3278\",\"_type\":\"block\",\"children\":[{\"_key\":\"9823424801e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In marketing, AI might power chatbots, predictive text, or dynamic creative optimization, (for example, creating images, headlines, or CTAs in real time based on who is viewing the ad.)\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0e3896f9f187\",\"_type\":\"block\",\"children\":[{\"_key\":\"85e3ef5f7c6d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning, on the other hand, helps you segment users, predict churn, or personalize the timing and content of messages. Both can support smarter marketing—but machine learning often does the heavy lifting behind the scenes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a330579cc90\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e9e4bff401f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze features like \"},{\"_key\":\"7d143e37c6ca\",\"_type\":\"span\",\"marks\":[\"71bc443668ae\"],\"text\":\"Intelligent Timing\"},{\"_key\":\"dd0cabfc1760\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"fd7a8b6b2887\",\"_type\":\"span\",\"marks\":[\"8260f0d4d63a\"],\"text\":\"Predictive Churn\"},{\"_key\":\"a0d95a8a00e6\",\"_type\":\"span\",\"marks\":[],\"text\":\" rely on machine learning to help teams act in the moment. These features don’t just automate—they adapt, learning from each customer interaction to drive stronger outcomes over time.\"}],\"markDefs\":[{\"_key\":\"71bc443668ae\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/intelligence/intelligent_timing\"},{\"_key\":\"8260f0d4d63a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-predictive-churn\"}],\"style\":\"normal\"},{\"_key\":\"73e7334ac43d\",\"_type\":\"anchor\",\"anchorId\":\"how\"},{\"_key\":\"e53a210ed258\",\"_type\":\"block\",\"children\":[{\"_key\":\"43203cb79f25\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How to apply machine learning in marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"128f0efb1d9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e95bfa060c63\",\"_type\":\"span\",\"marks\":[],\"text\":\"You don’t need a data science team to start using machine learning in your marketing strategy. Many platforms—like Braze—build machine learning directly into tools that marketing, CRM, and growth teams use every day.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"db0814705bcd\",\"_type\":\"block\",\"children\":[{\"_key\":\"24d7932818a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are a few ways to apply it:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3894dc48a822\",\"_type\":\"block\",\"children\":[{\"_key\":\"a23955333e92\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Predict churn before it happens\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"916ced1fafbd\",\"_type\":\"block\",\"children\":[{\"_key\":\"7670de2a83ad\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning models can spot early signs that a customer is about to disengage. With features like \"},{\"_key\":\"cf4da5ddb307\",\"_type\":\"span\",\"marks\":[\"c0321de365f3\"],\"text\":\"Braze Predictive Churn,\"},{\"_key\":\"419523c808cd\",\"_type\":\"span\",\"marks\":[],\"text\":\" which is designed to identify high-risk users, you can trigger targeted win-back campaigns for at-risk users. This type of predictive modeling helps you take action before churn happens—rather than after.\"}],\"markDefs\":[{\"_key\":\"c0321de365f3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/stop-churn-before-it-happens-embracing-a-two-pronged-approach-to-boosting-retention\"}],\"style\":\"normal\"},{\"_key\":\"f6582bcc8b68\",\"_type\":\"block\",\"children\":[{\"_key\":\"ccfaad7035a9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Optimize send times for better engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"4ccce7773813\",\"_type\":\"block\",\"children\":[{\"_key\":\"fb8ff8addfcf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rather than choosing one send time for everyone, machine learning can find the moment each customer is most likely to engage. Braze Intelligent Timing uses this approach to deliver messages when they’re most likely to hit.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77d5f5e44e89\",\"_ref\":\"imported-craft-mz5eskltg2\",\"_type\":\"videoReference\"},{\"_key\":\"2ddf0bfe89b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"d95a34e8fcd8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personalize content at scale\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"80d63d7e5d05\",\"_type\":\"block\",\"children\":[{\"_key\":\"e995ac22bf54\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning helps match content to users based on behavior, preferences, and past interactions. Whether you’re \"},{\"_key\":\"292fe17d4abe\",\"_type\":\"span\",\"marks\":[\"1680170704f8\"],\"text\":\"recommending products\"},{\"_key\":\"2c089e88470c\",\"_type\":\"span\",\"marks\":[],\"text\":\" or tailoring in-app messages, it supports more relevant, timely experiences—without endless manual effort.\"}],\"markDefs\":[{\"_key\":\"1680170704f8\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/ai-item-recommendations-use-case\"}],\"style\":\"normal\"},{\"_key\":\"e7f3b8d8681e\",\"_type\":\"block\",\"children\":[{\"_key\":\"3fb58299a17f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Build smarter segments\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ad482bf6a031\",\"_type\":\"block\",\"children\":[{\"_key\":\"ba89cef92860\",\"_type\":\"span\",\"marks\":[],\"text\":\"Instead of relying on static lists, use machine learning to identify meaningful patterns in your customer data. These insights can uncover new audience segments, flag high-value users, or support more personalized journeys.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50a0d432d2ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"da5dbe20f78b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Automate the heavy lifting\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6c2c64e5c29e\",\"_type\":\"block\",\"children\":[{\"_key\":\"57e90ba06a34\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning takes care of repetitive tasks—like A/B testing or optimization—so teams can focus on creative strategy, not constant tweaking.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9ce037821640\",\"_type\":\"block\",\"children\":[{\"_key\":\"82353a074cfe\",\"_type\":\"span\",\"marks\":[],\"text\":\"When you apply machine learning to your marketing strategy, you shift from reactive to proactive. You start making decisions based on what customers are likely to do next, not just what they did last.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5d66cf35b9c8\",\"_type\":\"anchor\",\"anchorId\":\"email\"},{\"_key\":\"69c100366c38\",\"_type\":\"block\",\"children\":[{\"_key\":\"5776a97cb17e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning in email marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"896b62957d12\",\"_type\":\"richImage\",\"alt\":\"BrazeAI interface showing personalized clothing recommendations (shorts, sweats, coats) based on city weather data, with a personalization configuration menu open on the left.\",\"asset\":{\"_ref\":\"image-1673f3cbf8b2aa1c311f95c834b653561a9573f7-1920x968-webp\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"e2cbfcf17ab8\",\"_type\":\"block\",\"children\":[{\"_key\":\"5daca7c466f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email continues to be one of the most \"},{\"_key\":\"1e80ed46c000\",\"_type\":\"span\",\"marks\":[\"7349a6207eb8\"],\"text\":\"powerful channels for engagement\"},{\"_key\":\"576782984408\",\"_type\":\"span\",\"marks\":[],\"text\":\"—and machine learning helps marketers make it smarter. By analyzing user behavior, it can recommend send times, tailor content, and adapt frequency based on each recipient’s likelihood to open or convert. You can turn newsletters, transactional emails and triggered flows into more relevant, results-driven experiences.\"}],\"markDefs\":[{\"_key\":\"7349a6207eb8\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-ultimate-guide-to-creating-a-high-impact-email-marketing-strategy\"}],\"style\":\"normal\"},{\"_key\":\"cbb8f5991eec\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"5bd45de9d48a\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Watch the webinar now\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/webinars-and-events/creative-ai-use-cases\"}}],\"body\":[{\"_key\":\"e03c798d283d\",\"_type\":\"block\",\"children\":[{\"_key\":\"73ef7e1c22a6\",\"_type\":\"span\",\"marks\":[],\"text\":\"99% of marketers say their organizations are already using AI. But what does it mean to use it effectively for customer engagement?\"}],\"markDefs\":[],\"style\":\"normal\"}],\"heading\":\"Check out 5 creative AI use cases for customer engagement\"},{\"_key\":\"c7931b38cd88\",\"_type\":\"anchor\",\"anchorId\":\"examples\"},{\"_key\":\"42551f0d4292\",\"_type\":\"block\",\"children\":[{\"_key\":\"08853d7805c1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Practical use cases from Braze of machine learning in digital marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"bb24e08a64bf\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b8c91987302\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning doesn’t have to sit on a roadmap or in a siloed data science team. With tools like Braze, marketers can apply it directly—\"},{\"_key\":\"19e198163ee6\",\"_type\":\"span\",\"marks\":[\"77dcca53525f\"],\"text\":\"improving campaign performance\"},{\"_key\":\"d10031416ce1\",\"_type\":\"span\",\"marks\":[],\"text\":\", streamlining workflows, and making every interaction more relevant.\"}],\"markDefs\":[{\"_key\":\"77dcca53525f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/2-ways-generative-ai-can-enhance-your-marketing-and-not-replace-you\"}],\"style\":\"normal\"},{\"_key\":\"8c4a066acae6\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9112230bf89\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s how real brands are already using it and how you can integrate it in your marketing plans, too.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28d7501d8cce\",\"_type\":\"block\",\"children\":[{\"_key\":\"e3fe3ac57f4b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pizza Hut dishes out a 31% conversion lift with machine learning\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6c72355b35b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8d87a91bf91\",\"_type\":\"span\",\"marks\":[\"e249ac1e13d4\"],\"text\":\"Pizza Hut \"},{\"_key\":\"78253b496e41\",\"_type\":\"span\",\"marks\":[],\"text\":\"is one of the world’s best-known quick-service restaurant (QSR) brands, with over 19,000 global locations. The brand wanted to modernize how it engaged with digital customers, aiming to drive stronger loyalty and boost conversion across key markets.\"}],\"markDefs\":[{\"_key\":\"e249ac1e13d4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/pizza-hut-case-study\"}],\"style\":\"normal\"},{\"_key\":\"38d2feec3baf\",\"_type\":\"block\",\"children\":[{\"_key\":\"96aea5e0b302\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The problem\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b85bd9478468\",\"_type\":\"block\",\"children\":[{\"_key\":\"92bba75eb569\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before adopting Braze in spring 2019, Pizza Hut ran a solid email and SMS program—but the team saw room to improve. Their previous platform lacked mobile-native channels and didn’t provide a unified view of customer interactions across touchpoints. Pulling in the right data was slow and clunky, making it hard to deliver relevant messaging at speed or implement a \"},{\"_key\":\"3aa1256f9e2a\",\"_type\":\"span\",\"marks\":[\"8e436b609f93\"],\"text\":\"cross-channel strategy\"},{\"_key\":\"4ccd17dcc18d\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"8e436b609f93\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/3-cross-channel-engagement-campaigns\"}],\"style\":\"normal\"},{\"_key\":\"d0e232c57dc0\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d450ae4bd9c\",\"_type\":\"span\",\"marks\":[],\"text\":\"To improve the customer experience and bridge that gap, the team aimed to expand into mobile channels and personalize more deeply across the board. But their legacy setup couldn’t support that vision—so they made the switch to Braze.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bdb12fe504d5\",\"_ref\":\"imported-craft-jy7vje3vrs\",\"_type\":\"videoReference\"},{\"_key\":\"8017a0dc46aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"74093ec8bcff\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"17d6a2d8cadf\",\"_type\":\"block\",\"children\":[{\"_key\":\"1afd84f0f033\",\"_type\":\"span\",\"marks\":[],\"text\":\"Just a few months after migrating to Braze, the Pizza Hut team launched a sophisticated \"},{\"_key\":\"3af6b8d80803\",\"_type\":\"span\",\"marks\":[\"f3228c1ea2a2\"],\"text\":\"multivariate test\"},{\"_key\":\"3958d761eb29\",\"_type\":\"span\",\"marks\":[],\"text\":\" powered by their own \"},{\"_key\":\"2f6d5c687012\",\"_type\":\"span\",\"marks\":[\"022a129cd9d3\"],\"text\":\"Multi-Armed Bandit (MAB)\"},{\"_key\":\"02be1275eac3\",\"_type\":\"span\",\"marks\":[],\"text\":\" machine learning model—something they couldn’t have pulled off on their previous platform.\"}],\"markDefs\":[{\"_key\":\"f3228c1ea2a2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-testing-anyway\"},{\"_key\":\"022a129cd9d3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/building-braze-intelligent-selection-overview\"}],\"style\":\"normal\"},{\"_key\":\"657e761d861a\",\"_type\":\"block\",\"children\":[{\"_key\":\"159bfafabc66\",\"_type\":\"span\",\"marks\":[],\"text\":\"With easier data integration, the flexibility of \"},{\"_key\":\"95eb0c5c29a5\",\"_type\":\"span\",\"marks\":[\"d833b9aeaff7\"],\"text\":\"Braze Canvas\"},{\"_key\":\"030ad30de70b\",\"_type\":\"span\",\"marks\":[],\"text\":\" and the ability to build complex dynamic logic using \"},{\"_key\":\"a073dc7829ee\",\"_type\":\"span\",\"marks\":[\"39bd78b707dd\"],\"text\":\"Liquid\"},{\"_key\":\"eade7c9c6584\",\"_type\":\"span\",\"marks\":[],\"text\":\", the team created highly targeted emails with hundreds of variants. Their MAB algorithm reviewed performance every few days and fed updated insights directly into the campaign, allowing them to optimize strategy in real time.\"}],\"markDefs\":[{\"_key\":\"d833b9aeaff7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/videos/canvas-moving-beyond-basic\"},{\"_key\":\"39bd78b707dd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/message-customization-done-right-with-braze-liquid-personalization\"}],\"style\":\"normal\"},{\"_key\":\"dd25d7093940\",\"_type\":\"block\",\"children\":[{\"_key\":\"773be1f4c6cb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Since then, they’ve expanded their outreach with push notifications and in-app messages—building a cross-channel program that drives stronger engagement and business impact. The flexibility of the Braze platform has played a major role in helping the CRM team scale their efforts and deliver more personalized customer experiences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"abd35e4dcfcf\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a579b8e9e96\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"595b58693b98\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd4d880e8c76\",\"_type\":\"span\",\"marks\":[],\"text\":\"21% increase in average user sessions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f83faccc727f\",\"_type\":\"block\",\"children\":[{\"_key\":\"81a0682b203c\",\"_type\":\"span\",\"marks\":[],\"text\":\"31% increase in conversions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a41be3a9183c\",\"_type\":\"block\",\"children\":[{\"_key\":\"c5a771b43be7\",\"_type\":\"span\",\"marks\":[],\"text\":\"24% uplift in revenue per user\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0749fb24f730\",\"_type\":\"block\",\"children\":[{\"_key\":\"2f52c696f13b\",\"_type\":\"span\",\"marks\":[],\"text\":\"13% improvement in repeat purchases\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a76e7a0adf1e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2a24f8b1e17\",\"_type\":\"span\",\"marks\":[],\"text\":\"By pairing machine learning with real-time segmentation and cross-channel orchestration, Pizza Hut created a more personalized, scalable engagement strategy—one that didn’t sacrifice speed or local nuance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b28e77521358\",\"_type\":\"block\",\"children\":[{\"_key\":\"eedb83d73907\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Ticketek hits the right note with predictive targeting\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"51fc96264d2b\",\"_type\":\"block\",\"children\":[{\"_key\":\"66490b9db0fb\",\"_type\":\"span\",\"marks\":[\"04cc1136a971\"],\"text\":\"Ticketek\"},{\"_key\":\"53794ade6634\",\"_type\":\"span\",\"marks\":[],\"text\":\" is one of Australia’s largest ticketing platforms, helping fans discover and book live events across sports, music, arts, and entertainment. The brand’s goal is to deliver a smooth, personalized customer experience, from first discovery to final booking.\"}],\"markDefs\":[{\"_key\":\"04cc1136a971\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/ticketek-case-study\"}],\"style\":\"normal\"},{\"_key\":\"15d9277b647c\",\"_type\":\"block\",\"children\":[{\"_key\":\"c92d2ab137d9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The problem\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"768c8cc9a706\",\"_type\":\"block\",\"children\":[{\"_key\":\"6939c8781d83\",\"_type\":\"span\",\"marks\":[],\"text\":\"With millions of customers and a packed event calendar, Ticketek needed a better way to reach the right people with the right shows. Their existing strategy didn’t support advanced targeting and the team lacked tools to automate personalized outreach at scale. 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By integrating \"},{\"_key\":\"e5b12234cb7e\",\"_type\":\"span\",\"marks\":[\"e9e5dc2e67c4\"],\"text\":\"Amazon Personalize\"},{\"_key\":\"370eb382624a\",\"_type\":\"span\",\"marks\":[],\"text\":\" through Braze Alloys partner AWS, the team used machine learning to generate dynamic suggestions for each user—no in-house ML expertise required.\"}],\"markDefs\":[{\"_key\":\"8079ccd816dd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-connected-content\"},{\"_key\":\"e9e5dc2e67c4\",\"_type\":\"link\",\"href\":\"http://localhost:8080/partners/technology-partners/aws-personalize\"}],\"style\":\"normal\"},{\"_key\":\"77b568030ea8\",\"_type\":\"block\",\"children\":[{\"_key\":\"335213246c60\",\"_type\":\"span\",\"marks\":[],\"text\":\"These personalized events appeared directly in the email, with each click feeding back into the system to refine future recommendations. 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Instead of reacting to what already happened, you can anticipate what’s coming and build campaigns that meet customers right where they are.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4850e86aec25\",\"_type\":\"block\",\"children\":[{\"_key\":\"40847862c701\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s how it fits into the bigger picture:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c960129d1b38\",\"_type\":\"block\",\"children\":[{\"_key\":\"1736fc282f95\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You can move faster\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a637fd0b75db\",\"_type\":\"block\",\"children\":[{\"_key\":\"0df1e747d388\",\"_type\":\"span\",\"marks\":[],\"text\":\"Machine learning cuts through complexity. 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That creates experiences that feel personal—even when you’re reaching millions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4d880fc56580\",\"_type\":\"block\",\"children\":[{\"_key\":\"4624aa984e5a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You can optimize constantly\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8e16db7ecfc4\",\"_type\":\"block\",\"children\":[{\"_key\":\"d68dc4e37b55\",\"_type\":\"span\",\"marks\":[],\"text\":\"The best marketing strategies evolve. Machine learning helps you test, learn, and improve in the background, so your campaigns get smarter over time without needing constant manual input.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d62525e5da95\",\"_type\":\"block\",\"children\":[{\"_key\":\"cf09f1fea0ba\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You can build stronger customer relationships\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2686a1576c64\",\"_type\":\"block\",\"children\":[{\"_key\":\"133bf710601c\",\"_type\":\"span\",\"marks\":[],\"text\":\"When you reach people with the right message at the right moment, you build trust. And when campaigns reflect real needs and interests, you increase customer satisfaction across every touchpoint.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dbe01a4755b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"6db3e883bf67\",\"_type\":\"span\",\"marks\":[],\"text\":\"In short, machine learning helps you stop reacting and start anticipating. That shift can unlock better performance, happier customers, and a strategy that adapts as fast as your audience does.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"89ac8abadcb9\",\"_type\":\"anchor\",\"anchorId\":\"conclusion\"},{\"_key\":\"b84d93917e67\",\"_type\":\"block\",\"children\":[{\"_key\":\"52adc6cb7d58\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"86bbe0fcf38f\",\"_type\":\"block\",\"children\":[{\"_key\":\"b00f57951538\",\"_type\":\"span\",\"marks\":[],\"text\":\"Every customer action tells a story—machine learning helps you listen better and respond faster. 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Talk to our sales team.\"},{\"_key\":\"e570341e0b49\",\"_type\":\"anchor\",\"anchorId\":\"faqs\"},{\"_key\":\"8bdfd7aaba8c\",\"_type\":\"block\",\"children\":[{\"_key\":\"573a1cb9f578\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Forward-Looking Statements\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"79cbc1a789c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"685392d373fd\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$36\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/f0d8c0c2adc9a6ccc11f8e3c521af2473ce676fa-2400x1600.png\",\"publishedDate\":\"2025-05-09T14:49:00.000Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-a9975a513a326d7574bc8b8e3ed52fbfc44ef80b-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Discover how brands use machine learning in marketing to predict behavior, boost conversions, and deliver personalized campaigns that actually perform.\",\"pageTitle\":\"Machine learning marketing that drives results | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"machine-learning-marketing\"}},\"title\":\"Harnessing machine learning in marketing: Benefits, use cases and best practices\"},{\"_id\":\"07bfe2e2-f16d-4d80-818a-0b78431f988c\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"b8a62972e089\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d36382c909c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When a company needs a new technical solution, teams face a common dilemma: Build or buy? Both approaches have their advantages—building products in-house offers the opportunity for full customization and alignment with business needs, while buying third-party software provides access to proven, scalable solutions more quickly. The choice to build or buy often depends on the company’s priorities, resources, and time constraints.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d35774b1c947\",\"_type\":\"block\",\"children\":[{\"_key\":\"3af883fb7d150\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you were to decide to build, the first step would be lining up stakeholders to figure how to prioritize the right resources. If you decide to buy, ensuring stakeholder alignment is just as important…and the real work begins after purchase. Success doesn’t just come from acquiring the tool—it comes from how well it's integrated into the wider ecosystem and supported across your organization.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cdc7048f2203\",\"_type\":\"block\",\"children\":[{\"_key\":\"edb65d04c2240\",\"_type\":\"span\",\"marks\":[],\"text\":\"I’m Tom Howard, Staff Engineer at Miro, and I’ve worked at multiple engineering-led companies, seeing firsthand how crucial it is for technical stakeholders to fully support the decision to buy—in the same spirit as if they owned the technical development of a product or feature. 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Such as out-of-the-box integrations with other third party systems.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b119b8705ef6\",\"_type\":\"block\",\"children\":[{\"_key\":\"7195b90188160\",\"_type\":\"span\",\"marks\":[],\"text\":\"By choosing a trusted third-party tool, you can keep your team focused on what matters—innovating in areas that directly drive your business—while benefiting from the expertise and technology provided by specialists.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"974bec49f8aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"37980509339a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Understand a Tool’s Strengths and Limitations\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3009c8b96592\",\"_type\":\"block\",\"children\":[{\"_key\":\"d953f141ccb80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Still, buying software isn’t a magic fix. 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Working against the tool can lead to excessive friction and negative outcomes on all sides, effectively forcing a square pin into a round hole.\"}],\"markDefs\":[{\"_key\":\"22b01e1094f2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs\"}],\"style\":\"normal\"},{\"_key\":\"977e97b34745\",\"_type\":\"block\",\"children\":[{\"_key\":\"3992e4ab63480\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Getting the Most Value From Your Third-Party Tool Investments\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2f5515e43941\",\"_type\":\"block\",\"children\":[{\"_key\":\"56b37c1180560\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before you move ahead on the decision to buy, it’s important to start the conversations between key stakeholders. One key stakeholder is Engineering, especially if there is a need to build integrations around the tool with the wider ecosystem. 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This can be critical in smoothly integrating into your other systems, or to building extensions on top of the tool to provide business specific features. Purchasing a tool and then discovering that an SDK is not available in a required programming language, or is incompatible with other libraries in your environment can be costly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"de6b0cfe75c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d1e36533d830\",\"_type\":\"span\",\"marks\":[],\"text\":\"One good approach here is to organize a point of contact (PoC) with the vendor. Getting access for a period of time to allow you to “kick the tires” on the product. However you should enter a PoC with a clear vision of what success looks like. For example, coming to the PoC with several clearly defined use cases which represent the problems the tool is expected to solve. Then running those against the tool to understand how the tool performs in fulfilling those use cases. 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My advice is for these teams to treat implementation as a project. By testing the tool in different scenarios to catch potential issues before they disrupt operations, it’s possible to address any challenges early. That way, you can ensure teams are set up for long-term success, not stuck trying to understand what the tool can and can't do further down the road.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8e102658ec6e\",\"_type\":\"block\",\"children\":[{\"_key\":\"28f7bb48e5010\",\"_type\":\"span\",\"marks\":[],\"text\":\"It's also important to avoid undocumented shortcuts or 'hacks' within the tool which can lead to instability and extra maintenance down the road. Thinking again about working with the tool, and not against it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9b55d74fac3a\",\"_type\":\"block\",\"children\":[{\"_key\":\"3f07f5d9b8010\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Embrace Flexibility and Adaptability\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"396455d4ec67\",\"_type\":\"block\",\"children\":[{\"_key\":\"97e558e3332c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"As a technical stakeholder, I’ve seen firsthand that no software can do everything. While there are times when a tool’s limitations are too significant, and you need to find a new solution, more often, you just need to adjust how you work to better fit what the tool can do.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3abedbf5a2ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e02fbf49a870\",\"_type\":\"span\",\"marks\":[],\"text\":\"Instead of rushing to replace the software that isn’t serving you, it’s worth asking: Can we tweak our processes to make the tool work for us? Small changes in how you use the tool can often unlock its full potential without the hassle and expense of switching to something else. Sometimes, it’s not about finding a different tool—it’s about making the one you have work smarter for your team.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a6a93efe8df9\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ba5042aa0790\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s also easy to believe that the challenges you are facing are unique to your business. However, these challenges can actually be more common across other organizations. A third party working with multiple organizations has potentially identified, and resolved these issues within their product.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"93e39e8b3666\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb8eb859834d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Distinguish Between Essential and Nice-to-Have Features\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"97f2fa7cbe89\",\"_type\":\"block\",\"children\":[{\"_key\":\"f310d804bb5e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When teams are choosing software, it can be tempting to create long wishlists of features. But only certain features are crucial for success, and chasing a tool that ticks every box can lead to disappointment in the chosen tool, or an endless search. Also, some features in tools can be add ons which incur additional costs. Prematurely purchasing features you do not later use can be costly or lead to a motivation to use the feature to justify the expense, even if this is not beneficial to the business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"69b0f116c03e\",\"_type\":\"block\",\"children\":[{\"_key\":\"1831441bdc170\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s important to have clear conversations with stakeholders and prioritize high-level goals both during evaluation and as you approach implementation. Focus on the set of features that truly drive impact, rather than trying to get everything on your list. By aligning on the essentials, you will avoid overcomplicating your tech stack and ensure that the tools you select deliver real value.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"25fa56051212\",\"_type\":\"block\",\"children\":[{\"_key\":\"974a153768030\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Conclusion\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"accb129e2ec0\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc35e1fca9250\",\"_type\":\"span\",\"marks\":[],\"text\":\"Making the decision to buy a third-party tool is just the beginning. As we've discussed, success comes from how well you integrate, support, and adapt the tool to fit your business. While building a solution in-house may seem appealing, buying often provides a quicker path to value, allowing you to leverage best-in-class expertise and resources. No tool will ever be perfect, but with the right approach, you can unlock the full potential of the software you buy and deliver lasting value. This sets the stage for exploring how to effectively implement and maximize your investment in these tools.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e3067d0807b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"dc4440c5712b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For more insights into the build vs. buy dilemma, I recommend reading Jamie Doheny’s article \"},{\"_key\":\"dc4440c5712b1\",\"_type\":\"span\",\"marks\":[\"60289c013695\",\"em\"],\"text\":\"A Technology Leader's Perspective on Build vs. Buy\"},{\"_key\":\"dc4440c5712b2\",\"_type\":\"span\",\"marks\":[],\"text\":\", which dives deeper into how to make the right call for your business.\"}],\"markDefs\":[{\"_key\":\"60289c013695\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/a-technology-leaders-perspective-on-build-vs-buy\"}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/2506fe37efc7066fbf5cb4889b1a89dff53c9b5c-2400x1600.png\",\"publishedDate\":\"2024-10-25T16:29:14.367Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-397a814a20a16860731c80db0e968b43681588e4-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Tom Howard, Staff Engineer at Miro, reflects on the build vs. buy dilemma and shares how technical teams can ensure third-party tools are successfully implemented, deliver long-term value, and adapt workflows to maximize their potential.\",\"pageTitle\":\"Build vs. Buy: How Technical Teams Can Ensure Success with Third-Party Tools\",\"slug\":{\"_type\":\"slug\",\"current\":\"miro-build-vs-buy\"}},\"title\":\"Build vs. Buy: How Technical Teams Can Ensure Success with Third-Party Tools\"},{\"_id\":\"0a8edffd-58ee-4243-aa58-5b1dad1d1f4a\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"2b4f36496eca\",\"_type\":\"block\",\"children\":[{\"_key\":\"e136dcab46de\",\"_type\":\"span\",\"marks\":[],\"text\":\"Over the years, marketing data has evolved dramatically. We've moved from static spreadsheets to dynamic dashboards, from manual data pulls to AI-powered insights. Yet for most marketers, accessing data still requires the technical expertise for SQL queries or dependence on data teams.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"20fc652246b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"ba61a80188e4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Today, that barrier falls. Braze is excited to introduce our MCP Server (beta), putting the power of conversational data interaction into anyone’s hands.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d7e1619a87d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b1e9468b967\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you can type a question, you can explore your Braze ecosystem. Want to understand your campaign landscape? Review your most and least used segments for cleanup or targeting? Generate strategic recommendations for your next meeting? It's now possible through a simple conversation. The same data access that once required specialized skills is now available to any marketer ready to reach out and use it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5ba03f38ad87\",\"_type\":\"block\",\"children\":[{\"_key\":\"b69aac4cf061\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Getting started is simple\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c25edf586e98\",\"_type\":\"block\",\"children\":[{\"_key\":\"dcf1b7f46277\",\"_type\":\"span\",\"marks\":[],\"text\":\"MCP stands for Model Context Protocol, which is an open-source framework \"},{\"_key\":\"fe0d45c262d3\",\"_type\":\"span\",\"marks\":[\"5577603f3fa9\"],\"text\":\"launched by Anthropic\"},{\"_key\":\"cfe3be630246\",\"_type\":\"span\",\"marks\":[],\"text\":\" to standardize how AI systems interact with other technologies. The Braze MCP Server is a simple, industry-standard way to give LLMs—like ChatGPT or Claude—context from your Braze data. With a few short steps, you can set up a chat with your Braze data like you're talking to a colleague. To get started:\"}],\"markDefs\":[{\"_key\":\"5577603f3fa9\",\"_type\":\"link\",\"href\":\"https://venturebeat.com/data-infrastructure/anthropic-releases-model-context-protocol-to-standardize-ai-data-integration/\"}],\"style\":\"normal\"},{\"_key\":\"2f910d7b9167\",\"_type\":\"block\",\"children\":[{\"_key\":\"909e27c68bf3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Choose where you’ll work: \"},{\"_key\":\"0ff697163e27\",\"_type\":\"span\",\"marks\":[\"bf43d089442d\"],\"text\":\"Claude Desktop\"},{\"_key\":\"352668fc728f\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"b271c4369326\",\"_type\":\"span\",\"marks\":[\"16c1df9e5cc3\"],\"text\":\"Cursor\"},{\"_key\":\"72fca9a06f9e\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"a80628834524\",\"_type\":\"span\",\"marks\":[\"d67f15215f4a\"],\"text\":\"VS Code\"},{\"_key\":\"6d5c239ca36f\",\"_type\":\"span\",\"marks\":[],\"text\":\", or any client\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"bf43d089442d\",\"_type\":\"link\",\"href\":\"https://claude.ai/download\"},{\"_key\":\"16c1df9e5cc3\",\"_type\":\"link\",\"href\":\"https://cursor.com/downloads\"},{\"_key\":\"d67f15215f4a\",\"_type\":\"link\",\"href\":\"https://code.visualstudio.com/download\"}],\"style\":\"normal\"},{\"_key\":\"6d5e42a00633\",\"_type\":\"block\",\"children\":[{\"_key\":\"7c6edeb4fed5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create an API key and grab your base URL in Braze\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8ffeba81d8a4\",\"_type\":\"block\",\"children\":[{\"_key\":\"152cba12b3c7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Find these in “Settings” in your dashboard\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d91de033aa5a\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d8f285eaa73\",\"_type\":\"span\",\"marks\":[],\"text\":\"Finish \"},{\"_key\":\"dd8e9ef157c5\",\"_type\":\"span\",\"marks\":[\"61c87c099b34\"],\"text\":\"a few simple steps\"},{\"_key\":\"0a6ae3910061\",\"_type\":\"span\",\"marks\":[],\"text\":\" to install the MCP server\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"61c87c099b34\",\"_type\":\"link\",\"href\":\"http://braze.com/docs/mcp\"}],\"style\":\"normal\"},{\"_key\":\"a2a8a2378794\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c054df319de\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start asking questions!\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"18637df7be25\",\"_type\":\"block\",\"children\":[{\"_key\":\"0828b3d829ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"The full setup can take under 10 minutes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"91571e3d3c9c\",\"_type\":\"block\",\"children\":[{\"_key\":\"32d486cb8184\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can access the \"},{\"_key\":\"5dedc74503f3\",\"_type\":\"span\",\"marks\":[\"aa904e242a74\"],\"text\":\"full documentation for the MCP Server here\"},{\"_key\":\"76821270542b\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"aa904e242a74\",\"_type\":\"link\",\"href\":\"http://braze.com/docs/mcp\"}],\"style\":\"normal\"},{\"_key\":\"abc00221ba44\",\"_type\":\"block\",\"children\":[{\"_key\":\"d6746c961857\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once configured, the MCP Server acts as a bridge between AI tools and your Braze account, giving you conversational access to campaigns, canvases, segments, custom attributes, and more.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b4a8c6d70edf\",\"_type\":\"block\",\"children\":[{\"_key\":\"a446ab9a2910\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ask questions in plain English and get answers in seconds. No SQL, no complex query builders—just answers, when you need them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8a21e9568709\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed485da9c2b8\",\"_type\":\"span\",\"marks\":[],\"text\":\"MCP is an open source, industry trending protocol for enabling large language models (LLMs) to access and use external tools and data sources. Based on it, Braze has developed the Braze MCP Server.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1e58875c53a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"18d7dd925443\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"From our beta testing: How we're using the MCP today\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d135aefda668\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6cbc527759d\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Braze, our internal marketing team uses Braze to send messages to our customers. Our team has been using our MCP Server for weeks to discover new insights. They have been interested in the answer to the question, \\\"What would actually help us improve our day-to-day and results?\\\" Here are some of the conversations we are using with the MCP that are starting to change how we work.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3a0dc66fe9ba\",\"_type\":\"richImage\",\"alt\":\"a purple box that says mcp prompt let 's start with an overview\",\"asset\":{\"_ref\":\"image-21b6ec7bcd7bde4e3eeab014eacbbc022e31c525-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"fef6eebe7eea\",\"_type\":\"block\",\"children\":[{\"_key\":\"c841039835e5\",\"_type\":\"span\",\"marks\":[],\"text\":\"We wanted to start with a basic overview of our marketing programs, so we prompted “Let's get a count of all Campaigns and Canvases by Fiscal year.” This would help us get on the same page with the MCP, which provided a cool overview of key details including that FY’25 was our peak with more than 215 items; FY’26 has already had close to 100 items halfway through the year; our use of Canvas jumped from 5 in FY’24 to nearly 70 so far in FY’26. The natural follow-up: \\\"Based on our current pace, how many items will we launch by year-end?\\\" MCP projected ~200 total items, making FY’26 comparable to our record year. This insight helped out team discussions about capacity planning and resource allocation, but we still had plenty of questions left.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"312fae12213c\",\"_type\":\"richImage\",\"alt\":\"a mcp prompt that says show us what 's actually working\",\"asset\":{\"_ref\":\"image-a2256459716817e66345f7062e7e3fb714f135bc-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"c0a61386decf\",\"_type\":\"block\",\"children\":[{\"_key\":\"d5c843c15cc8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Next, we dove into performance: \\\"Summarize July 2025 campaign and Canvas performance.\\\" The MCP was able to highlight some obvious patterns in just a few minutes. Product education and community newsletters had the highest open rates. End-of-month sends outperformed mid-month by 2X. The MCP was even able to show us useful insights on our tone, noting that \\\"big announcement\\\" energy outperformed our more involved nurture campaigns. These insights made us excited to adjust strategy. 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You can even ask it to generate charts and other visuals to help you.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"896797b125b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"a0216ab77b56\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Easily narrow recommendations by impact:\"},{\"_key\":\"6b6069191577\",\"_type\":\"span\",\"marks\":[],\"text\":\" MCP will offer up a ton of information for you, which can feel like a lot to sort through. If you're short on time and want a prioritized list fast, just ask! You might prompt it to give you what it thinks will have the biggest impact, what is the quickest win, or what will save you the most time over the long haul, for example.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1bbdbae56fac\",\"_type\":\"block\",\"children\":[{\"_key\":\"32a21905911c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Always be managing up:\"},{\"_key\":\"a22592e1dc7a\",\"_type\":\"span\",\"marks\":[],\"text\":\" Half of a marketer’s job is telling their own story internally (at least it can feel that way!). MCP can help you shape that story. Want to make a slide summary for your CMO based on what you learned? Ask away. Looking for some data visualizations you can drop in Slack to showcase your impact? Ask away. Trying to summarize something funky going on with your custom events to better inform your engineers? Let it know.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0ee7d4bad237\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a1cb7703274\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Join the beta\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"79863b21f4fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d7591df32af\",\"_type\":\"span\",\"marks\":[],\"text\":\"MCP servers are leading-edge, so we're opening up access to the Beta to Braze users who are ready to transform how they interact with their data. You'll get read-only access to campaign, canvas, segment, and attribute data through natural conversation. Security remains paramount. We strongly recommend creating dedicated API keys for MCP (never reuse existing ones) and scoping them appropriately to avoid giving the MCP access to more information and actions than intended. While AI is remarkably powerful for pattern recognition and data exploration, it’s a best practice to verify any critical insights that it surfaces before making major strategic decisions. Our suggested Braze MCP Server setup has been developed to retrieve fields that contain non-PII data - just the insights and information you need to understand your customer engagement ecosystem better than ever before.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"49a310d8ab64\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd2621120ac4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ready to unlock conversational access to your Braze data? The future of customer engagement is conversational, and it's available now. No need to ask your account team for access—all customers have access starting today. Simply follow our documentation to get started. Usage of the Braze MCP server falls under our beta terms. 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The Braze MCP Server setup code and instructions are provided by Braze “as is” and without any warranties, and customers use it at their own risk. Braze shall not be responsible for any consequences arising from improper setup, misuse of the MCP, or any potential security issues that may arise. 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Learn how to make the most of this key new tool.\",\"pageTitle\":\"Introducing the Braze MCP Server\",\"slug\":{\"_type\":\"slug\",\"current\":\"introducing-braze-mcp-server\"}},\"title\":\"Introducing the Braze MCP Server: Conversational access to your customer engagement data\"},{\"_id\":\"0bfc4f91-af4b-4e49-bd1b-eae254082df4\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"14ee4c0a95b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"04bd495f8f32\",\"_type\":\"span\",\"marks\":[],\"text\":\"A new customer signs up. They’re curious, motivated, ready to see what your product can do. But instead of a smooth introduction, they hit a wall: Clunky forms, vague guidance, a confusing path forward. Enthusiasm fades, and just like that—you’ve lost a valuable opportunity to build a lasting relationship.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e3c29a02e64d\",\"_type\":\"block\",\"children\":[{\"_key\":\"edc252c3ec90\",\"_type\":\"span\",\"marks\":[],\"text\":\"This kind of friction isn’t just frustrating for users. It’s costly for your business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8de5d72ee362\",\"_type\":\"block\",\"children\":[{\"_key\":\"6595114f89fb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Manual onboarding workflows can’t often keep pace with user expectations or team capacity. They often miss the mark when it comes to timing, relevance, and personalization. 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A good automated onboarding flow adapts to user behavior in real time for a \"},{\"_key\":\"e52295b8ce59\",\"_type\":\"span\",\"marks\":[\"69fd15c5c231\"],\"text\":\"high-impact journeys\"},{\"_key\":\"2bb15a952020\",\"_type\":\"span\",\"marks\":[],\"text\":\", without the need for constant manual input.\"}],\"markDefs\":[{\"_key\":\"69fd15c5c231\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\"}],\"style\":\"normal\"},{\"_key\":\"77756d49a1a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"3f83652c8e1b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Contents\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"38c73b1881d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"91096c8bcb0c\",\"_type\":\"span\",\"marks\":[\"a4485f1a326b\"],\"text\":\"What is customer onboarding?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"a4485f1a326b\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-onboarding-automation#what\"}],\"style\":\"normal\"},{\"_key\":\"c19a525a1114\",\"_type\":\"block\",\"children\":[{\"_key\":\"d6488bb4ed8e\",\"_type\":\"span\",\"marks\":[\"6786ebd82b12\"],\"text\":\"What is customer onboarding automation?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"6786ebd82b12\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-onboarding-automation#automation\"}],\"style\":\"normal\"},{\"_key\":\"0f61b813a67e\",\"_type\":\"block\",\"children\":[{\"_key\":\"15a61650202e\",\"_type\":\"span\",\"marks\":[\"8c41ac105ed1\"],\"text\":\"The benefits of automated customer onboarding\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"8c41ac105ed1\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-onboarding-automation#benefits\"}],\"style\":\"normal\"},{\"_key\":\"96ad8c59079b\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd37e3f3278a\",\"_type\":\"span\",\"marks\":[\"801c3e4a52be\"],\"text\":\"Practical tips for an automated customer onboarding process\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"801c3e4a52be\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-onboarding-automation#tips\"}],\"style\":\"normal\"},{\"_key\":\"54295567517b\",\"_type\":\"block\",\"children\":[{\"_key\":\"aaeec5606a8f\",\"_type\":\"span\",\"marks\":[\"5fd2935cc1fa\"],\"text\":\"Best practices for an automated onboarding process\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"5fd2935cc1fa\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-onboarding-automation#best-practices\"}],\"style\":\"normal\"},{\"_key\":\"cfda4e49e51a\",\"_type\":\"block\",\"children\":[{\"_key\":\"1580e9b53778\",\"_type\":\"span\",\"marks\":[\"1c8ad9bae3bd\"],\"text\":\"Real-world examples of customer onboarding automation using Braze\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"1c8ad9bae3bd\",\"_type\":\"link\",\"blank\":false,\"href\":\"#examples\"}],\"style\":\"normal\"},{\"_key\":\"829b9cb4cd27\",\"_type\":\"block\",\"children\":[{\"_key\":\"523c8bb3601e\",\"_type\":\"span\",\"marks\":[\"f991c376a904\"],\"text\":\"Bring your onboarding strategy to life with Braze\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"f991c376a904\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-onboarding-automation#conclusion\"}],\"style\":\"normal\"},{\"_key\":\"a8ed7128bc22\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e498c9e2564\",\"_type\":\"span\",\"marks\":[\"0c56fdc85db8\"],\"text\":\"Automated customer onboarding FAQs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"0c56fdc85db8\",\"_type\":\"link\",\"blank\":false,\"href\":\"faqs\"}],\"style\":\"normal\"},{\"_key\":\"bb9c0fe07063\",\"_type\":\"anchor\",\"anchorId\":\"what\"},{\"_key\":\"56ad82abd374\",\"_type\":\"block\",\"children\":[{\"_key\":\"31c91666b145\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is customer onboarding?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"56353ee331a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"5769006924ef\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer onboarding is the process of guiding new customers through the initial stages of their experience with a product or service. 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Think welcome messages that adapt based on user behavior, or \"},{\"_key\":\"cf35b8aa1abe\",\"_type\":\"span\",\"marks\":[\"94fdbcbb5fe6\"],\"text\":\"email sequences\"},{\"_key\":\"7f430b734d34\",\"_type\":\"span\",\"marks\":[],\"text\":\" that adjust depending on whether someone’s completed key milestones. Automated flows can walk users through setup, collect important profile data, offer in-app tips, and even highlight the next best action.\"}],\"markDefs\":[{\"_key\":\"94fdbcbb5fe6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/drip-campaign\"}],\"style\":\"normal\"},{\"_key\":\"b119be7e7285\",\"_type\":\"block\",\"children\":[{\"_key\":\"abe685c873ff\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once set up, these onboarding journeys are triggered by user behavoir—not manually sent.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ea6785f63e15\",\"_type\":\"anchor\",\"anchorId\":\"benefits\"},{\"_key\":\"b154af8529fa\",\"_type\":\"block\",\"children\":[{\"_key\":\"202e1dae959f\",\"_type\":\"span\",\"marks\":[],\"text\":\"The benefits of automated customer onboarding\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"68044915c087\",\"_type\":\"block\",\"children\":[{\"_key\":\"184438653b9f\",\"_type\":\"span\",\"marks\":[],\"text\":\"An automated onboarding process helps to create better first impressions at scale. When you build onboarding flows that respond to user behavior in real time, you make the experience feel personal, even when it’s fully automated.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bb2063a11d7e\",\"_type\":\"block\",\"children\":[{\"_key\":\"e781ea10de19\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s what you gain when you automate onboarding thoughtfully:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4dd1ec99f73d\",\"_type\":\"block\",\"children\":[{\"_key\":\"63cc1971ede3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Faster time to value\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"03787e9a0c05\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bb1f5171139\",\"_type\":\"span\",\"marks\":[],\"text\":\"Guide users to their first success sooner. Automated workflows keep things moving, helping customers complete key steps without unnecessary delays or confusion. They also can adapt to each user, making the experience feel tailored to them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1538b70da585\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7248f786673\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Consistency across the board\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"98f1fa611889\",\"_type\":\"block\",\"children\":[{\"_key\":\"9edb852adf0b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Each new customer can get a high-quality experience, no matter when they join or who’s available to support them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a81b4605484\",\"_type\":\"block\",\"children\":[{\"_key\":\"530dabf4069c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Smarter use of your team’s time\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"20479e1b0cfa\",\"_type\":\"block\",\"children\":[{\"_key\":\"bb3fae8c111b\",\"_type\":\"span\",\"marks\":[],\"text\":\"By taking repetitive tasks like campaign building, email scheduling, or message sending off your team’s plate, you free them up to focus on more strategic interactions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47b2438625df\",\"_type\":\"block\",\"children\":[{\"_key\":\"3f8d5b1a5a8c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"More satisfied customers\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"dc0580454c6b\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3d3c08c4652\",\"_type\":\"span\",\"marks\":[],\"text\":\"Clear, timely \"},{\"_key\":\"fea568c862f7\",\"_type\":\"span\",\"marks\":[\"46c84154a2c5\"],\"text\":\"onboarding helps reduce friction\"},{\"_key\":\"bde1e51de378\",\"_type\":\"span\",\"marks\":[],\"text\":\" from the start. And when users feel supported and in control, they’re far more likely to stick around, directly impacting customer retention. It’s a win-win for your users and your team.\"}],\"markDefs\":[{\"_key\":\"46c84154a2c5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/5-onboarding-questions-1\"}],\"style\":\"normal\"},{\"_key\":\"e661ebd90820\",\"_type\":\"anchor\",\"anchorId\":\"tips\"},{\"_key\":\"13eead9ca572\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed9c5e707a13\",\"_type\":\"span\",\"marks\":[],\"text\":\"Practical tips for an automated customer onboarding process\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"659a401724e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a1b866e4003\",\"_type\":\"span\",\"marks\":[\"3194c8bc64e9\"],\"text\":\"Automated onboarding\"},{\"_key\":\"5b51b208617f\",\"_type\":\"span\",\"marks\":[],\"text\":\" is building smart, responsive flows that adapt to your users in real time. Here’s how to make that happen.\"}],\"markDefs\":[{\"_key\":\"3194c8bc64e9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/get-it-right-from-the-start-onboarding-campaign\"}],\"style\":\"normal\"},{\"_key\":\"9fe7a2efa1f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"51e86118dab5\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Define what success looks like\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f1f2bd2e2097\",\"_type\":\"block\",\"children\":[{\"_key\":\"afd60f543607\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before you build anything, get clear on the outcomes you want. Do new users need to complete setup, explore key features, or hit their first value moment? Really pin down what success means for your customers, and how you’ll measure it. These goals will shape what follows.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f9b4e1603aff\",\"_type\":\"block\",\"children\":[{\"_key\":\"57a80ddc0783\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Map the journey\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"521737a5a417\",\"_type\":\"block\",\"children\":[{\"_key\":\"9866e2b57fed\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start by sketching out your current onboarding experience, from signup to full product adoption. Identify the milestones, moments of friction, and common drop-off points. Look at it from the user’s perspective: What are they trying to do at each stage? Who’s involved? What might slow them down?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"417b68144aa9\",\"_type\":\"block\",\"children\":[{\"_key\":\"8b676854e019\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you serve multiple customer segments, you can build \"},{\"_key\":\"f7372d2572e6\",\"_type\":\"span\",\"marks\":[\"524e8b03071e\"],\"text\":\"tailored journeys\"},{\"_key\":\"f12f9819babb\",\"_type\":\"span\",\"marks\":[],\"text\":\" for each one. Personalization starts with understanding.\"}],\"markDefs\":[{\"_key\":\"524e8b03071e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\"}],\"style\":\"normal\"},{\"_key\":\"70e98257267b\",\"_type\":\"block\",\"children\":[{\"_key\":\"d80ea8a3e2ad\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Tailor journeys to the users\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6baf8b33106a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a580a344dcea\",\"_type\":\"span\",\"marks\":[],\"text\":\"Segment your users based on needs or behavior, then tailor each flow with targeted messages, product tours, or nudges that speak directly to where they are. For example, \"},{\"_key\":\"e78d0f46cc38\",\"_type\":\"span\",\"marks\":[\"a24df23d562a\"],\"text\":\"Braze Action Paths\"},{\"_key\":\"3fdceb9b3712\",\"_type\":\"span\",\"marks\":[],\"text\":\" allow you to dynamically guide users based on their behaviors. This feature allows you to customize user paths based on specific actions, such as engagement events or custom events.\"}],\"markDefs\":[{\"_key\":\"a24df23d562a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/experiment_step/personalized_paths/#how-personalized-paths-works\"}],\"style\":\"normal\"},{\"_key\":\"38d437fd6442\",\"_type\":\"block\",\"children\":[{\"_key\":\"4df62e6ef6f7\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Build intuitive workflows\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7df7b78a6d2e\",\"_type\":\"block\",\"children\":[{\"_key\":\"720979a879a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"With tools in place, it’s time to connect the dots. Design \"},{\"_key\":\"4bedba94772a\",\"_type\":\"span\",\"marks\":[\"3391827062e7\"],\"text\":\"workflows that feel seamless\"},{\"_key\":\"c2fb24be8fa0\",\"_type\":\"span\",\"marks\":[],\"text\":\" to your users and make logical sense internally. Set up clear triggers—like a completed form or a missed milestone—to move users through different paths. Use conditional logic (if this, then that) to adapt the experience in real time, so it stays relevant and helpful throughout.\"}],\"markDefs\":[{\"_key\":\"3391827062e7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\"}],\"style\":\"normal\"},{\"_key\":\"232ec5e1193b\",\"_type\":\"block\",\"children\":[{\"_key\":\"383e36ce067a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t forget the human touches: a warm welcome message, a timely nudge, a clear progress tracker. These details turn automation into experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bcca8c25c48e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0f7884a431e2\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Test before you scale\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d57f8d665004\",\"_type\":\"block\",\"children\":[{\"_key\":\"9522a968d9e2\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can launch a pilot with a small group of users and gather honest feedback. Where are they hesitating? What feels clunky? Use that input to fine-tune the flow before you roll it out more broadly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"63864f01b039\",\"_type\":\"block\",\"children\":[{\"_key\":\"8365d734a493\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Measure, learn, and iterate\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3d634eb26284\",\"_type\":\"block\",\"children\":[{\"_key\":\"4adfd0e455a4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once your automated onboarding is live, track the right metrics—time to value, activation rate, retention rate, for example. Combine usage data with qualitative feedback to see what’s working and what’s not. Then adjust. Optimization isn’t a one-time task; it’s part of building an onboarding experience that keeps getting better.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2d9926a517bd\",\"_type\":\"anchor\",\"anchorId\":\"best-practices\"},{\"_key\":\"ccfd9c9d3fb4\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d4809e98576\",\"_type\":\"span\",\"marks\":[],\"text\":\"Best practices for automated onboarding process\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8d31d2dd07bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea3fb573f7c3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Building an automated onboarding experience that works for both your team and your customers means getting the details right. When done thoughtfully, and with \"},{\"_key\":\"cced4cffe497\",\"_type\":\"span\",\"marks\":[\"f100de16e6f2\"],\"text\":\"best practices\"},{\"_key\":\"f11b63f50834\",\"_type\":\"span\",\"marks\":[],\"text\":\" in mind, automation makes onboarding faster, clearer, and more relevant.\"}],\"markDefs\":[{\"_key\":\"f100de16e6f2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/10-point-mobile-onboarding-checklist\"}],\"style\":\"normal\"},{\"_key\":\"afc99c2bb5b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ca57860bea1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are three key areas to focus on:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ff0e8a227ce3\",\"_type\":\"block\",\"children\":[{\"_key\":\"54f139651f1f\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Personalize wherever it counts\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f75f12403d12\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9e9678f96f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Great onboarding doesn’t treat everyone the same. Use segmentation to target the right audience, and then dynamic personalize tools to tailor content based on past purchases, previous engagement, customer preferences, and more.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd52a9a45842\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3ee3b1d646f\",\"_type\":\"span\",\"marks\":[],\"text\":\"The goal is to customize welcome messages, product walkthroughs, and milestones to reflect each user’s journey. The more aligned the experience feels to a customer’s goals, the more likely they are to stay engaged, leading to increased customer satisfaction and longer retention.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"afd9da9bd3d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"f2d1371533cf\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Communicate clearly and consistently\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"734251d2ce72\",\"_type\":\"block\",\"children\":[{\"_key\":\"c69125464093\",\"_type\":\"span\",\"marks\":[],\"text\":\"Each automated message should have a purpose. Set up touchpoints that guide users through each stage of onboarding, from what they’ve already done to what’s coming next. Use \"},{\"_key\":\"5b0916e4fb3e\",\"_type\":\"span\",\"marks\":[\"cbc8c58a2b6b\"],\"text\":\"in-app messaging\"},{\"_key\":\"c76531939ff6\",\"_type\":\"span\",\"marks\":[],\"text\":\" or email, for example, to help customers track their own progress and feel in control.\"}],\"markDefs\":[{\"_key\":\"cbc8c58a2b6b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/in-app-messages-across-platforms\"}],\"style\":\"normal\"},{\"_key\":\"132810e2cc93\",\"_type\":\"block\",\"children\":[{\"_key\":\"200fe6746efb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Transparency builds trust, especially when users know where to go for help or what to expect next. Keep your language clear, friendly, and free from jargon. Customers should never feel lost in the process.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d38108d16105\",\"_type\":\"block\",\"children\":[{\"_key\":\"b14e3a4532f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Keep improving with real-time insights\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"44483d8eea33\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ceadb6a83ac\",\"_type\":\"span\",\"marks\":[],\"text\":\"Automation doesn’t stop at launch. Monitor how your onboarding flows are performing by tracking key metrics, such as time to value, task completion rates, engagement drop-offs, retention rates. Use those insights to fine-tune the experience over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9aeb94f68927\",\"_type\":\"block\",\"children\":[{\"_key\":\"d14bcc3d466c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Look at where users get stuck, which segments are lagging, or what content is underperforming. Small adjustments can lead to big gains, especially when they’re driven by real behavior, not assumptions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b82ceb7de25\",\"_type\":\"anchor\",\"anchorId\":\"examples\"},{\"_key\":\"f6ebfcb8833a\",\"_type\":\"block\",\"children\":[{\"_key\":\"15fb8165c49e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-world examples of customer onboarding automation using Braze\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9deb33f6a74a\",\"_type\":\"block\",\"children\":[{\"_key\":\"abae7598a381\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bite-sized wins: How Grubhub delivered more with smarter onboarding\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7c189852a9ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"99ef3a766783\",\"_type\":\"span\",\"marks\":[\"e0ed1d910b5e\"],\"text\":\"Grubhub\"},{\"_key\":\"3bdb8297d2bd\",\"_type\":\"span\",\"marks\":[],\"text\":\", a leading online food delivery service, connects diners with over 365,000 restaurant partners across more than 4,000 US cities. Beyond traditional food delivery, Grubhub collaborates with over 300 college campuses to offer tailored dining experiences to students through its Grubhub Campus program.\"}],\"markDefs\":[{\"_key\":\"e0ed1d910b5e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/grubhub-onboarding-case-study\"}],\"style\":\"normal\"},{\"_key\":\"4f3c6a83474e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a2d8ad3d7b57\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"8d3f7aa5dc31\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a71eb09f76e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Despite the benefits of the Grubhub Campus program, student enrollment rates were low. Many students initiated but did not complete the onboarding process, indicating a disconnect in communicating the program's value effectively.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"091719295d18\",\"_type\":\"block\",\"children\":[{\"_key\":\"fb5b85ac0e08\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"7be16077ef72\",\"_type\":\"block\",\"children\":[{\"_key\":\"f49a6be339c5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Grubhub leveraged \"},{\"_key\":\"73cebfe96e0b\",\"_type\":\"span\",\"marks\":[\"18db73547938\"],\"text\":\"Braze Canvas\"},{\"_key\":\"30102aa72cf8\",\"_type\":\"span\",\"marks\":[],\"text\":\", to create a multi-stage \\\"Welcome Stream\\\" campaign aimed at enhancing the onboarding experience for students. This automated, \"},{\"_key\":\"c4fe30fcda61\",\"_type\":\"span\",\"marks\":[\"b4bb15bcfa83\"],\"text\":\"cross-channel strategy\"},{\"_key\":\"38cbc45b7c58\",\"_type\":\"span\",\"marks\":[],\"text\":\" utilized personalized emails and push notifications over a 30-day period to guide students through the onboarding process, clearly highlighting the benefits of the Grubhub Campus program.\"}],\"markDefs\":[{\"_key\":\"18db73547938\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas\"},{\"_key\":\"b4bb15bcfa83\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/onboarding-messages-example\"}],\"style\":\"normal\"},{\"_key\":\"7d1fe1069b9e\",\"_type\":\"richImage\",\"alt\":\"Three mobile phone screens display Grubhub app promotions for students, featuring Grubhub+ benefits and campus card integration.\",\"asset\":{\"_ref\":\"image-3000e81a696eb5a6e4a0d5fff3aed9585495a0d1-2400x1300-png\",\"_type\":\"reference\"}},{\"_key\":\"3212d2188119\",\"_type\":\"block\",\"children\":[{\"_key\":\"821c03232ae5\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"90a641cd41bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"964c1b763813\",\"_type\":\"span\",\"marks\":[],\"text\":\"To measure success, Grubhub used Braze Alloys technology partner \"},{\"_key\":\"addefdb05d86\",\"_type\":\"span\",\"marks\":[\"d5528922031a\"],\"text\":\"Amplitude\"},{\"_key\":\"822aca2c0156\",\"_type\":\"span\",\"marks\":[],\"text\":\" to help measure success. They tracked in-app sessions driven by the campaign efforts and Google Analytics to track marketplace orders via UTMs.\"}],\"markDefs\":[{\"_key\":\"d5528922031a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/partners/technology-partners/amplitude\"}],\"style\":\"normal\"},{\"_key\":\"0dd012aca77c\",\"_type\":\"block\",\"children\":[{\"_key\":\"3ab4c661d91d\",\"_type\":\"span\",\"marks\":[],\"text\":\"The revamped onboarding flow led to tens of thousands of students integrating Grubhub Campus into their dining routines, resulting in hundreds of thousands of orders. Notably, there was a 188% increase in Grubhub+ sign-ups and an impressive 836% increase in related ROI.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"120cf5e6a1ab\",\"_type\":\"richImage\",\"alt\":\"Metrics show an 836% increase in ROI, 20% increase in overall orders, and 188% increase in Grubhub+ signups.\",\"asset\":{\"_ref\":\"image-715c6a32888a72f66a3e1df98ba33e1013ed7911-2400x852-png\",\"_type\":\"reference\"}},{\"_key\":\"58f0a63f0b3f\",\"_type\":\"block\",\"children\":[{\"_key\":\"844653083a42\",\"_type\":\"span\",\"marks\":[],\"text\":\"Success story: Tonies tunes into tailored onboarding\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cab2c4a44b94\",\"_type\":\"block\",\"children\":[{\"_key\":\"18d753fb9c04\",\"_type\":\"span\",\"marks\":[\"73154cd44a08\"],\"text\":\"Tonies\"},{\"_key\":\"674cf4142e7f\",\"_type\":\"span\",\"marks\":[],\"text\":\" offers an innovative audio entertainment system for children, featuring the Toniebox speaker and collectible figurines known as Tonies. 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