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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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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="Radar" 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%2Fbde2f83e134ceea25f4ddc119da6a0c3b7ec3524-580x200.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fbde2f83e134ceea25f4ddc119da6a0c3b7ec3524-580x200.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fbde2f83e134ceea25f4ddc119da6a0c3b7ec3524-580x200.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Radar</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+Personalization">Message Personalization</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=Contextual+Location">Contextual Location</a></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit md:flex-row"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[37px] w-full text-sm sm:w-fit" href="/docs/partners/message_personalization/location/radar">View Documentation</a><a href="https://radar.io/" target="_blank" rel="noreferrer noopener" class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 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-[37px] w-full 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With Radar, create more relevant, personalized, and targeted messaging.</p></div></section><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">How we work together</h3><div class="flex flex-col gap-6"><p>Radar allows you to send insights to Braze in a pinch. 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hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">6<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Know Your Push: Understanding the Different Push Notification Devices and How to Use Each Effectively</h4><span class="text-sm font-bold text-gray-500">November 19, 2024</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="LTR 2018: Meet the Humans Behind “The Human Factor”" href="/resources/articles/ltr-2018-overview"><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="LTR 2018: Meet the Humans Behind “The Human Factor”" 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%2F60cb2e76a7519d83d6183fd63b9727a208771113-1120x660.jpg&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F60cb2e76a7519d83d6183fd63b9727a208771113-1120x660.jpg&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F60cb2e76a7519d83d6183fd63b9727a208771113-1120x660.jpg&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">8<!-- --> min read</span></div><h4 class="text-display-xs font-bold">LTR 2018: Meet the Humans Behind “The Human Factor”</h4><span class="text-sm font-bold text-gray-500">September 24, 2018</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div class="container flex flex-col justify-between gap-8 md:flex-row"><div class="flex flex-col gap-6"><img alt="logo" loading="lazy" width="144" height="45" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=256&q=75 1x, /_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75 2x" src="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75"/><h1 class="text-black text-display-xs md:text-display-lg">Shape the future of customer engagement with us</h1></div><div class="flex flex-col gap-[10px]"><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Differentiate your product and service offerings</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Join a global community of innovators</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Tap into training, certification, marketing, and sales program support</span></div></div></div></div><div class="container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row"><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our open technology ecosystem</h4><p>Our platform is designed for flexible, easy integration so you can build solutions that solve customer challenges and accelerate business growth.</p><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-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-technology-partner">Become a Technology Partner</a></div><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our global services network</h4><p>Agencies, consultants, and systems integrators build robust service offerings with Braze.</p><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-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-solutions-partner">Become a Delivery Partner</a></div></div></div></section><section class="bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background"><div class=""><div class="flex w-full flex-col items-center py-16 lg:py-24"><div class="container flex flex-col gap-12 items-center"><div class="flex max-w-[768px] flex-col items-center gap-5 text-center"><h2 id="its-time-to-be-a-better-marketer" class="mb-0 text-white text-display-sm sm:text-display-md md:text-display-lg lg:text-display-xl xl:text-display-2xl font-extrabold"><span class="block"><span class="">It's time to be a better marketer</span></span></h2></div><div class="flex w-full flex-col justify-center gap-8 md:flex-row lg:flex-row items-center"><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-5 py-3 text-md 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]" href="/get-started">Get Started</a><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-5 py-3 text-md bg-transparent text-white border border-transparent hover:bg-[#ffffff1a] active:bg-[#ffffff1a] active:border-[#FFF] disabled:bg-transparent disabled:text-[#98A2B3]" href="/product">See How Braze 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=64&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=128&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=128&q=75"/></div></div></div><div class="flex flex-col gap-4 sm:w-1/3"><div class="flex flex-col"><div class="text-sm font-bold text-gray-900 ">Solutions</div></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Retail & eCommerce" href="/solutions/retail-and-ecommerce">Retail & eCommerce</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Financial Services" href="/solutions/financial-services">Financial Services</a></div><div class="flex 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Small shifts in behavior can signal growing disengagement, and the earlier you notice them, the more time you have to respond.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"508ff9bb23ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"df44bab630ad0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are some of the most common red flags:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"197de2b64d10\",\"_type\":\"block\",\"children\":[{\"_key\":\"444e83f0d9dd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A noticeable drop in engagement with your \"},{\"_key\":\"444e83f0d9dd1\",\"_type\":\"span\",\"marks\":[\"94bc7e001df0\"],\"text\":\"emails\"},{\"_key\":\"444e83f0d9dd2\",\"_type\":\"span\",\"marks\":[],\"text\":\", push notifications, \"},{\"_key\":\"444e83f0d9dd3\",\"_type\":\"span\",\"marks\":[\"118fa793d575\"],\"text\":\"SMS\"},{\"_key\":\"444e83f0d9dd4\",\"_type\":\"span\",\"marks\":[],\"text\":\", or other messaging channels\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"94bc7e001df0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/email\"},{\"_key\":\"118fa793d575\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/sms\"}],\"style\":\"normal\"},{\"_key\":\"d5d0079eb154\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e1f326741d50\",\"_type\":\"span\",\"marks\":[],\"text\":\"More frequent cart abandonments\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f0c776afdc9\",\"_type\":\"block\",\"children\":[{\"_key\":\"456c14cac7ee0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Longer gaps between key actions, like opening your app, visiting your site, redeeming loyalty rewards, or making a purchase\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6c3f3379f675\",\"_type\":\"block\",\"children\":[{\"_key\":\"40b5f48d45ba0\",\"_type\":\"span\",\"marks\":[],\"text\":\"App uninstalls\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c8bdd197e258\",\"_type\":\"block\",\"children\":[{\"_key\":\"86565c40cca30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Unsubscribes or opt-outs from your communications\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c7dc8343d9f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbf18fcb30530\",\"_type\":\"span\",\"marks\":[],\"text\":\"In general, if a customer starts breaking their usual engagement patterns—like skipping their regular monthly order or opting out of your messages—it’s worth paying attention. 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For apps or subscriptions, it could be a drop in engagement or a skipped renewal. Either way, the goal is the same: Identify customers that are most likely to churn before it happens.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bcbc6065c6e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"51f293ac43830\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why is customer churn prediction important?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"c98889303a7f\",\"_type\":\"block\",\"children\":[{\"_key\":\"38e3441c29130\",\"_type\":\"span\",\"marks\":[],\"text\":\"Acquiring a new customer often costs significantly more than retaining an existing one. Beyond the impact on \"},{\"_key\":\"38e3441c29131\",\"_type\":\"span\",\"marks\":[\"100c9b350760\"],\"text\":\"customer retention\"},{\"_key\":\"38e3441c29132\",\"_type\":\"span\",\"marks\":[],\"text\":\", churn prediction also helps businesses use their time and resources more effectively. Instead of spreading efforts across the entire user base, teams can zero in on high-risk customers and design campaigns with purpose. More than a data point, customer churn prediction is a competitive edge and helps marketers increase their ROI.\"}],\"markDefs\":[{\"_key\":\"100c9b350760\",\"_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\":\"faa7130b81cc\",\"_type\":\"anchor\",\"anchorId\":\"types\"},{\"_key\":\"21ed21db9cb5\",\"_type\":\"block\",\"children\":[{\"_key\":\"d515862da35c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Types of churn\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"06322282c518\",\"_type\":\"block\",\"children\":[{\"_key\":\"a846e2ca3cd90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not all churn looks the same, and understanding the different forms it can take helps brands respond more effectively. Here’s a breakdown of the most common types:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"beb3277f5018\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d45ee8381a40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Voluntary churn\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0a1f14cf1d71\",\"_type\":\"block\",\"children\":[{\"_key\":\"10b22fc6555b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is when a customer makes an intentional decision to stop using your product or service. It could be due to dissatisfaction, changing needs, or simply finding a better option elsewhere. Whatever the reason, this kind of churn signals a deeper need for insight into the customer experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"32fdd38bad8c\",\"_type\":\"block\",\"children\":[{\"_key\":\"33cda87e97e80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Involuntary churn\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1b7985295590\",\"_type\":\"block\",\"children\":[{\"_key\":\"11a2427671b40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Involuntary churn often flies under the radar. It happens when payments fail due to expired cards or processing errors—not because the customer wants to leave. With the right systems in place, this kind of churn is usually preventable through automated payment reminders or smart retries.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d0731151351a\",\"_type\":\"block\",\"children\":[{\"_key\":\"692fe1d768fe0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Active churn\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"c048e86c7ad4\",\"_type\":\"block\",\"children\":[{\"_key\":\"2fde35ea58a80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Similar to voluntary churn: A customer chooses to cancel and follows the process to do so. It’s often the most visible type, offering a clear signal, but also a key opportunity to gather feedback and understand what pushed them to leave.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"480374b26ee8\",\"_type\":\"block\",\"children\":[{\"_key\":\"71539db8bee10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Passive churn\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e228f37251e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"71af61eb205c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Like involuntary churn, his type of churn is quieter. It happens when a customer doesn’t take any direct action to cancel, but their subscription ends or lapses without renewal. It’s common in subscription models and can be reduced with timely nudges or re-engagement campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d4f3193a45a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef91726081180\",\"_type\":\"span\",\"marks\":[],\"text\":\"Revenue churn\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"555fcbe73ffe\",\"_type\":\"block\",\"children\":[{\"_key\":\"9116b1d8645c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sometimes, churn doesn’t involve losing a customer entirely. Revenue churn occurs when someone downgrades their plan or reduces their spend. They’re still a customer, but the value they bring drops, so it’s just as important to track and address.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"683c4f083086\",\"_type\":\"block\",\"children\":[{\"_key\":\"809069d069460\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer churn\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"bba77c77d2d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"68c705638a200\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is the umbrella term for when users or subscribers leave altogether. It reflects the total number of customers lost over a given period and is a key metric for \"},{\"_key\":\"68c705638a201\",\"_type\":\"span\",\"marks\":[\"df3137679324\"],\"text\":\"understanding growth\"},{\"_key\":\"68c705638a202\",\"_type\":\"span\",\"marks\":[],\"text\":\", retention, and the health of your customer base.\"}],\"markDefs\":[{\"_key\":\"df3137679324\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/growth-marketers-and-lifecycle-marketing\"}],\"style\":\"normal\"},{\"_key\":\"64725a8f3969\",\"_type\":\"anchor\",\"anchorId\":\"how\"},{\"_key\":\"592fd4e461fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"d81e1b43f9be0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to predict customer churn\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5af4dccfdbe8\",\"_type\":\"block\",\"children\":[{\"_key\":\"26b8f46b23590\",\"_type\":\"span\",\"marks\":[],\"text\":\"Churn prediction uses historical data analysis to spot early signals of customer drop-off. By identifying these patterns, brands can identify users and take action before loyalty fades. Here’s how the process typically comes together:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c221dd09cf69\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac8b16c751330\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Gather meaningful customer signals\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"4758805ce7fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"44a20cb692b50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pull together data from across the customer journey—everything from purchase history to support tickets and usage habits. The goal is to capture a well-rounded view of how people interact with your brand to identify better signals for churn.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3ad5fddcb5b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"7092c27be5ad0\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Get your data in shape\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"559e086f8bd8\",\"_type\":\"block\",\"children\":[{\"_key\":\"098d5da7a4710\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before analysis can begin, it’s good to have a strong data foundation. This could include tidying up inconsistencies, filling in blanks, aligning formats, and making sure everything’s ready for modeling.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"888c5caf31ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"95d576e118bb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Surface the right insights\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9218563db0c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8ba9adb05270\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not all data points are useful. Identify smart signals—like session frequency, engagement drop-offs, or total spend—that tell a clearer story and lead to more accurate predictive outcomes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a1cb5a17729e\",\"_type\":\"block\",\"children\":[{\"_key\":\"83e0ec6df9620\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Train your prediction engine\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a0045d56930c\",\"_type\":\"block\",\"children\":[{\"_key\":\"67ec17ca23bc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once the dataset is ready, it’s time to build the churn model. AI/ML techniques like logistic regression, decision trees, neural networks, and boosting algorithms are used to spot patterns and assign churn likelihood, many of which are powered by advanced machine learning algorithms.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4444884a7654\",\"_type\":\"block\",\"children\":[{\"_key\":\"07a89ab985cf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Check your churn model’s pulse\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a48aa783751b\",\"_type\":\"block\",\"children\":[{\"_key\":\"c382357110120\",\"_type\":\"span\",\"marks\":[],\"text\":\"A prediction churn model is only helpful if it performs well. Testing accuracy and reliability using metrics like recall and precision helps make sure the insights you’re getting are actionable and accurate.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e2e253550e84\",\"_type\":\"richImage\",\"alt\":\"an illustration of a gauge that says target users to reduce churn\",\"asset\":{\"_ref\":\"image-a9726c8b22088a9c17fc5dc3d82c3c587c71e29b-2400x1334-png\",\"_type\":\"reference\"}},{\"_key\":\"4e1da9d49f6d\",\"_type\":\"block\",\"children\":[{\"_key\":\"4fa0960bbd740\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Put your churn model to work\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a574ef3f9bc7\",\"_type\":\"block\",\"children\":[{\"_key\":\"210a5868c4e30\",\"_type\":\"span\",\"marks\":[],\"text\":\"After testing, the model can be rolled out and used in real time. But this isn’t a once-and-done task. To stay effective, the model needs regular check-ins, updates, and recalibration as customer behavior and business conditions evolve.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d3265df1b621\",\"_type\":\"anchor\",\"anchorId\":\"data\"},{\"_key\":\"ed305b1d30f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"1aa59b1126cf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What data needs to be collected and managed to predict churn?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"19543882fa8a\",\"_type\":\"block\",\"children\":[{\"_key\":\"11bb40e7e6c80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Churn prediction starts with data—the right kind, in the right context. To build reliable models that flag churn risks early, businesses need a mix of behavioral, transactional, and contextual insights. Here’s what that typically includes:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"21880d0353d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"9030f53a1e3a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer behavior\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ef040374c2aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1a8970ef3920\",\"_type\":\"span\",\"marks\":[],\"text\":\"How customers interact with your product reveals a lot about their likelihood to stick around. Tracking things like session frequency, time spent in-app, feature engagement, and activity sequences can help surface early signs of disengagement. A drop in usage or a sudden change in habits? That’s often where churn starts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8ed6d3d4fd9b\",\"_type\":\"block\",\"children\":[{\"_key\":\"f34b42349a670\",\"_type\":\"span\",\"marks\":[],\"text\":\"Product usage\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"382d62c176e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"199bef075dc40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Usage data zooms in on how customers experience the product over time. It highlights which features are most (or least) used, how often customers return, and whether their engagement is trending upward or declining. Consistent usage often points to satisfaction. Fluctuations or inactivity may suggest otherwise.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8b0894ccc5f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"908a4fa4857f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Purchase and payment history\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d13654934837\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2e9b3d03a670\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tracking what customers buy, how often they buy it, and how their average spend changes over time can reveal key churn signals. A slowdown in purchases or a shift to lower-value transactions might suggest waning interest or budget constraints. Payment methods and subscription renewals can also surface friction points.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c53ee9e0de54\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d28d76bb4240\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer interactions\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ae2966bbff78\",\"_type\":\"block\",\"children\":[{\"_key\":\"4eadcf50b2c30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Support tickets, feedback, and communication history add another layer to the picture. Frequent complaints, unresolved issues, or negative \"},{\"_key\":\"4eadcf50b2c31\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"customer feedback\"},{\"_key\":\"4eadcf50b2c32\",\"_type\":\"span\",\"marks\":[],\"text\":\" can all hint at growing dissatisfaction. On the flip side, high engagement with support may also reflect a loyal customer who just needs better service. Bringing together these customer interactions builds a more complete picture of each user’s experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e6cb67e7c0b3\",\"_type\":\"block\",\"children\":[{\"_key\":\"c4bccca2a0f20\",\"_type\":\"span\",\"marks\":[],\"text\":\"To go even further, some businesses also bring in external data—like social media signals or competitive insights—to strengthen their models. But at its core, effective customer churn prediction relies on understanding your customers’ behaviors, preferences, and challenges through the data you already have.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d7deb9ee892\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"5e23d433a0e2\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Read now\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/retention-what-it-is-how-to-measure-it-and-smart-ways-to-boost-it\"}}],\"heading\":\"Learn more about retention, how to measure it, and how to boost it.\"},{\"_key\":\"299f3ddf46d1\",\"_type\":\"anchor\",\"anchorId\":\"models\"},{\"_key\":\"e4ffbe59a2a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"7c59f4a6757a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Churn prediction models\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4c5d6013637a\",\"_type\":\"block\",\"children\":[{\"_key\":\"8fccdc9ec2200\",\"_type\":\"span\",\"marks\":[],\"text\":\"Predicting churn using proven predictive models uncovers patterns in customer behavior that point to future risk. With the rise of AI and machine learning, businesses now have access to powerful models that can analyze vast datasets, find subtle signals, and deliver smarter predictions. These churn prediction models each offer different strengths depending on the complexity and size of your data.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7c90d1743a68\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b4cc43466e40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s a look at the most common churn prediction models, and where each one fits best:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"755ace719aaa\",\"_type\":\"block\",\"children\":[{\"_key\":\"93af0a03359c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Logistic regression\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"c7d0522da022\",\"_type\":\"block\",\"children\":[{\"_key\":\"47be401ec6ef0\",\"_type\":\"span\",\"marks\":[],\"text\":\"One of the most widely used techniques, logistic regression predicts the probability of churn as a binary outcome: Stay or go. It works by analyzing historical data and identifying which variables—like service complaints, purchase frequency, or usage drops—are most closely linked to churn.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"07fad5f27312\",\"_type\":\"block\",\"children\":[{\"_key\":\"a5dc11bbbcc80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Good for:\"},{\"_key\":\"a5dc11bbbcc81\",\"_type\":\"span\",\"marks\":[],\"text\":\" Teams looking for a simple, interpretable churn model that highlights the “why” behind churn.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"914c379c61ca\",\"_type\":\"block\",\"children\":[{\"_key\":\"17b6c4064b600\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Watch out for:\"},{\"_key\":\"17b6c4064b601\",\"_type\":\"span\",\"marks\":[],\"text\":\" It assumes a linear relationship between variables, so it may miss complex interactions or nonlinear trends.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"04e45a18245b\",\"_type\":\"block\",\"children\":[{\"_key\":\"49cc91729f760\",\"_type\":\"span\",\"marks\":[],\"text\":\"Decision trees\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2bb015eae02e\",\"_type\":\"block\",\"children\":[{\"_key\":\"303d36b73d410\",\"_type\":\"span\",\"marks\":[],\"text\":\"Decision trees split data into smaller branches based on customer attributes and behaviors, building a clear, visual path toward predicting churn. They're intuitive and flexible, making them a strong choice for understanding the steps that lead to customer loss.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8df82970e8d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"53eddcb85ec30\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Good for:\"},{\"_key\":\"53eddcb85ec31\",\"_type\":\"span\",\"marks\":[],\"text\":\" Businesses that want transparency and the ability to explain predictions to stakeholders.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"579c3c1c76a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c0ae92200870\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Watch out for:\"},{\"_key\":\"2c0ae92200871\",\"_type\":\"span\",\"marks\":[],\"text\":\" Trees can overfit the data if they get too detailed or complex, meaning that they memorize the training set so closely, that it makes them less effective on new datasets.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6edd7e1b662e\",\"_type\":\"block\",\"children\":[{\"_key\":\"2232dff07d5f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Neural networks\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f618066c5243\",\"_type\":\"block\",\"children\":[{\"_key\":\"16ff0fe7c2310\",\"_type\":\"span\",\"marks\":[],\"text\":\"Neural networks mimic the brain’s structure to process complex relationships between data points. They’re especially good at picking up subtle signals and handling vast amounts of diverse data—ideal when churn drivers aren’t obvious or linear.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f0466ee878e\",\"_type\":\"block\",\"children\":[{\"_key\":\"873329dd815c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Good for: \"},{\"_key\":\"873329dd815c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Large datasets with intricate customer behavior, such as streaming, or eCommerce.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5d9958773890\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc90f74b950c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Watch out for: \"},{\"_key\":\"fc90f74b950c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"These models are harder to interpret and training them takes more time, more data, and more computing power.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9ebb967b3a89\",\"_type\":\"block\",\"children\":[{\"_key\":\"e18373fad3a50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Random forests\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8944466f9bee\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8bd9c88fb570\",\"_type\":\"span\",\"marks\":[],\"text\":\"Random forests are an ensemble method that builds multiple decision trees on different data subsets and averages their results. This approach reduces overfitting and improves accuracy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"72a8ad0cc9a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f99e9f884f00\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Good for: \"},{\"_key\":\"4f99e9f884f01\",\"_type\":\"span\",\"marks\":[],\"text\":\"Companies with varied customer types and behaviors.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"83fb8031c56f\",\"_type\":\"block\",\"children\":[{\"_key\":\"293d391d47350\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Watch out for: \"},{\"_key\":\"293d391d47351\",\"_type\":\"span\",\"marks\":[],\"text\":\"These models can become overly complex, data can be harder to interpret, and depending on the number of trees, might need far more time and memory and therefore more expensive.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5d0aba6a062d\",\"_type\":\"block\",\"children\":[{\"_key\":\"3d7996ef92d90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Gradient boosting (e.g., XGBoost, LightGBM)\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a3217d07160b\",\"_type\":\"block\",\"children\":[{\"_key\":\"302c01a6b7f00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Gradient boosting trains models in sequence, with each new model learning from the errors of the last. It’s powerful for handling high-dimensional data and capturing complex relationships.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ebb0aea61a28\",\"_type\":\"block\",\"children\":[{\"_key\":\"0f7473aa0a070\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Good for:\"},{\"_key\":\"0f7473aa0a071\",\"_type\":\"span\",\"marks\":[],\"text\":\" Teams looking for high performance and precision in their predictions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c8d6461b459d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f541f02cd9940\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Watch out for:\"},{\"_key\":\"f541f02cd9941\",\"_type\":\"span\",\"marks\":[],\"text\":\" Boosting methods can be more sensitive to noise–random data, errors, or unwanted variations–which can produce irrelevant or incorrect information, and so more time is needed to accurately train.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c844bfacea5f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c62e1d83d0050\",\"_type\":\"span\",\"marks\":[],\"text\":\"Support Vector Machines (SVMs)\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0b96c00c5881\",\"_type\":\"block\",\"children\":[{\"_key\":\"b49b9548355a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"SVMs find a hyperplane or decision boundary that best separates churners from non-churners. They’re well-suited to complex, high-dimensional data.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6f9807f18915\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6d71a6ae1ba0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Good for:\"},{\"_key\":\"c6d71a6ae1ba1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Datasets with a clear distinction between churn and non-churn segments.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"37e45f62c34f\",\"_type\":\"block\",\"children\":[{\"_key\":\"31126581b35e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Watch out for:\"},{\"_key\":\"31126581b35e1\",\"_type\":\"span\",\"marks\":[],\"text\":\" SVMs are more technical and may require careful tuning to perform well.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"406e6217ed0c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ccc666718bc80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ensemble models\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8d7ea3a79b1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e6ef71f4625b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ensemble methods combine the outputs of multiple models—whether trees, neural networks, or regressions—to boost accuracy and stability. By aggregating predictions, they offset the weaknesses of individual models and capture a broader view of churn risk.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5fd704100707\",\"_type\":\"block\",\"children\":[{\"_key\":\"0cf22672a7600\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Good for\"},{\"_key\":\"0cf22672a7601\",\"_type\":\"span\",\"marks\":[],\"text\":\": Complex, noisy datasets where no single model performs well on its own.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"686b8dfb3ef9\",\"_type\":\"block\",\"children\":[{\"_key\":\"1278847345bc0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Watch out for: \"},{\"_key\":\"1278847345bc1\",\"_type\":\"span\",\"marks\":[],\"text\":\"More complexity and higher resource requirements, along with less transparency around the “why” behind predictions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e60cddb2231\",\"_type\":\"anchor\",\"anchorId\":\"challenges\"},{\"_key\":\"04306dad3769\",\"_type\":\"block\",\"children\":[{\"_key\":\"75f81a7347610\",\"_type\":\"span\",\"marks\":[],\"text\":\"Challenges in churn prediction\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6f30cf6a3595\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1d74af27b5a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Predicting churn can unlock major retention gains, but getting there isn’t always simple. From data quality to regulatory demands, businesses face a range of hurdles when trying to turn raw customer data into reliable churn insights.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"46b64575a7bc\",\"_type\":\"block\",\"children\":[{\"_key\":\"86d22d0ee1950\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are some of the most common challenges to watch out for:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"290c52a35be4\",\"_type\":\"block\",\"children\":[{\"_key\":\"ec64489627390\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data quality and integration\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b9d60ce46e79\",\"_type\":\"block\",\"children\":[{\"_key\":\"b07a7ca0c2e90\",\"_type\":\"span\",\"marks\":[],\"text\":\"A churn model is only as good as the data it’s built on. Incomplete, outdated, or inconsistent data can lead to misleading predictions. Gathering high-quality (and preferably \"},{\"_key\":\"b07a7ca0c2e91\",\"_type\":\"span\",\"marks\":[\"82b2e8d316fc\"],\"text\":\"zero-party\"},{\"_key\":\"b07a7ca0c2e92\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"b07a7ca0c2e93\",\"_type\":\"span\",\"marks\":[\"07a6221bfa08\"],\"text\":\"first-party data\"},{\"_key\":\"b07a7ca0c2e94\",\"_type\":\"span\",\"marks\":[],\"text\":\") is step one, but stitching it together across tools and touchpoints is just as critical. Without strong integration, and unifying of your datapoints, your view of the customer stays fragmented, limiting the model’s potential.\"}],\"markDefs\":[{\"_key\":\"82b2e8d316fc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-is-zero-party-data\"},{\"_key\":\"07a6221bfa08\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/first-party-data\"}],\"style\":\"normal\"},{\"_key\":\"840ca874d8d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"b7e1ac3914cd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Choosing the right data sources\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"21c433bd8747\",\"_type\":\"block\",\"children\":[{\"_key\":\"b270b7022e4c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Churn signals come from a wide range of sources—transactions, support tickets, product usage, social media sentiment, and more. But more data doesn’t always mean better data. The challenge is identifying which variables truly matter and filtering out the noise.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"71ff714c8720\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc4cb96a73770\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keeping up with customer behavior\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"acf2783af423\",\"_type\":\"block\",\"children\":[{\"_key\":\"1cfcea440b820\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customers aren’t static. Preferences shift, markets evolve, and external factors—from seasonality to economic changes—can affect buying patterns. What predicted churn last quarter might not apply now. This makes it important to retrain models regularly and adjust inputs as behavior shifts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"acedae42ac22\",\"_type\":\"block\",\"children\":[{\"_key\":\"cceedc7174b00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Privacy and compliance\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8bd45dd58dea\",\"_type\":\"block\",\"children\":[{\"_key\":\"db58b2a25b740\",\"_type\":\"span\",\"marks\":[],\"text\":\"Working with customer data means operating within the boundaries of privacy regulations like GDPR. That means practices such as gaining clear consent, anonymizing sensitive data where needed, and building secure systems that protect customer information. Also, it’s important to deliver value to the customer when asking for or using their data.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e486dacf3aca\",\"_type\":\"block\",\"children\":[{\"_key\":\"02f6d04e13820\",\"_type\":\"span\",\"marks\":[],\"text\":\"Interpreting the model\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"aff22925c5c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"5432b65a54be0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Some of the most powerful models can also be the hardest to interpret. If you can’t explain why a model flagged someone as high-risk, it’s harder to act on that insight or explain it to internal stakeholders. In highly regulated industries, this lack of transparency can also pose a compliance risk.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"857408f9db0b\",\"_type\":\"block\",\"children\":[{\"_key\":\"2967bcf252730\",\"_type\":\"span\",\"marks\":[],\"text\":\"Operationalizing predictions\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"70752c3d3d0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f28cba7a76960\",\"_type\":\"span\",\"marks\":[],\"text\":\"A churn score on its own doesn’t \"},{\"_key\":\"f28cba7a76961\",\"_type\":\"span\",\"marks\":[\"8cf658171c54\"],\"text\":\"reduce churn\"},{\"_key\":\"f28cba7a76962\",\"_type\":\"span\",\"marks\":[],\"text\":\"—it’s how you use it that counts. Turning predictive insights into actions across marketing, support, or product teams takes planning. You’ll need \"},{\"_key\":\"f28cba7a76963\",\"_type\":\"span\",\"marks\":[\"41e2738b9a88\"],\"text\":\"clear workflows\"},{\"_key\":\"f28cba7a76964\",\"_type\":\"span\",\"marks\":[],\"text\":\", cross-team alignment, and the right tools to translate signals into results that reduce your churn rate.\"}],\"markDefs\":[{\"_key\":\"8cf658171c54\",\"_type\":\"link\",\"href\":\"https://www.braze.com/solutions/reduce-churn\"},{\"_key\":\"41e2738b9a88\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-future-of-predictive-marketing\"}],\"style\":\"normal\"},{\"_key\":\"aa56454b90c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"4c1e761ae1c60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Avoiding overfitting\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9d184e3e27e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"64251e105c750\",\"_type\":\"span\",\"marks\":[],\"text\":\"A model that fits perfectly to your historical data isn’t always the best one. If it’s too tailored to past patterns, it might struggle to handle new behavior. Avoiding overfitting is a key part of building models that generalize well—and deliver useful predictions in the real world.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"21b7e6fc6a74\",\"_type\":\"block\",\"children\":[{\"_key\":\"d94e93dd2b730\",\"_type\":\"span\",\"marks\":[],\"text\":\"Watch out for data leakage\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2c85e8a289e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e09951cf2c30\",\"_type\":\"span\",\"marks\":[],\"text\":\"In supervised churn prediction, models learn from historical data to forecast future behavior. But if that training data includes information the model wouldn’t have access to during real-world prediction, the results can become misleading. This issue—called \"},{\"_key\":\"4e09951cf2c31\",\"_type\":\"span\",\"marks\":[\"802fb8273665\"],\"text\":\"data leakage\"},{\"_key\":\"4e09951cf2c32\",\"_type\":\"span\",\"marks\":[],\"text\":\"—gives the model an unfair advantage during training by exposing it to outcomes it shouldn’t yet “know.”\"}],\"markDefs\":[{\"_key\":\"802fb8273665\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-braze-overcame-data-leakage-to-build-predictive-churn\"}],\"style\":\"normal\"},{\"_key\":\"07c9127bfdcf\",\"_type\":\"block\",\"children\":[{\"_key\":\"31172f1766160\",\"_type\":\"span\",\"marks\":[],\"text\":\"The model looks highly accurate during development, but once deployed, its performance drops because it was trained on data that won’t be available in practice. Avoiding data leakage is crucial for building reliable, real-world predictive models.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"86042271e9a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"11d308f87ee10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Handling unexpected shifts\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f81a36d6206d\",\"_type\":\"block\",\"children\":[{\"_key\":\"96c4dd2991780\",\"_type\":\"span\",\"marks\":[],\"text\":\"Even the best model can’t see everything coming. Market disruptions, product changes, or competitor moves can all introduce variables your model hasn’t encountered before. That’s why customer churn prediction should be part of a broader strategy, not a one-and-done solution.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2990edfd7143\",\"_type\":\"anchor\",\"anchorId\":\"tips\"},{\"_key\":\"a6d248731807\",\"_type\":\"block\",\"children\":[{\"_key\":\"491ac894e88d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tips for implementing a churn prediction strategy\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"25e0515f4ba4\",\"_type\":\"block\",\"children\":[{\"_key\":\"98c1e94fd8d30\",\"_type\":\"span\",\"marks\":[],\"text\":\"There’s no universal churn model that works for every business, and that’s a good thing. The most effective strategies are the ones shaped by your unique goals, customer base, and creative strategy. Here’s how to approach churn prediction in a way that makes sense for your business:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9f5fbaaec554\",\"_type\":\"block\",\"children\":[{\"_key\":\"19058ab51a470\",\"_type\":\"span\",\"marks\":[],\"text\":\"Make sure you are building the campaigns to bring them back once identified\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"03e37c305cc4\",\"_type\":\"block\",\"children\":[{\"_key\":\"a725ba040cd90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before diving into models and data, take a step back. What keeps your customers returning? Why do they value your brand? Understanding the motivations behind \"},{\"_key\":\"a725ba040cd91\",\"_type\":\"span\",\"marks\":[\"59dc04bd09bb\"],\"text\":\"customer loyalty\"},{\"_key\":\"a725ba040cd92\",\"_type\":\"span\",\"marks\":[],\"text\":\", and the triggers for churn, helps you frame your strategy with the right focus.\"}],\"markDefs\":[{\"_key\":\"59dc04bd09bb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-to-fight-churn-effectively-with-customer-loyalty\"}],\"style\":\"normal\"},{\"_key\":\"15f3de012cd3\",\"_type\":\"block\",\"children\":[{\"_key\":\"b89ba7762a6d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Identify the right data\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8a32e1332bac\",\"_type\":\"block\",\"children\":[{\"_key\":\"bfb102cee91e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Churn prediction is only as strong as the data behind it. Think about the touchpoints that matter most in your customer journey, whether it’s transaction history, support tickets, app engagement, or social sentiment. Focus on collecting data that’s relevant, reliable, and accessible across teams.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc5f9debc2ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a689df705fc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Collaborate across departments\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b6ae2a71c906\",\"_type\":\"block\",\"children\":[{\"_key\":\"f1d62472845f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer experience doesn’t live in a single team. Sales, support, product, marketing, and data teams can all hold valuable insight into churn patterns. Loop them in early, both to identify key data sources and to make sure your strategy is technically feasible and cross-functionally aligned.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9c4a022f059b\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bc98fc2cd230\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pick the right churn model for your needs\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1172eb9e55be\",\"_type\":\"block\",\"children\":[{\"_key\":\"989b1593c0c80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your choice should reflect your goals, data maturity, and the level of complexity you’re equipped to manage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4b6a36c22a91\",\"_type\":\"block\",\"children\":[{\"_key\":\"03a4790c76da0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Make sure your data is in the right place\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"c02a50f82247\",\"_type\":\"block\",\"children\":[{\"_key\":\"9c5873efe9690\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before modeling begins, it’s important that your data is actionable. Solid preparation at this stage helps lead to more useful outcomes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9f4be278cef7\",\"_type\":\"block\",\"children\":[{\"_key\":\"d21ed725b6d60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Build, test, and validate\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cb545f3273ca\",\"_type\":\"block\",\"children\":[{\"_key\":\"49976ecc9bdc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once your model is in place, run it against control audiences, historical data and real-world scenarios. Look for both accuracy and practicality. Does the model correctly identify high-risk customers? Can you act on the insights it provides?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"229af3d3fc23\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e511fb863730\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep it current\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5177aa98f583\",\"_type\":\"block\",\"children\":[{\"_key\":\"dc1bfe9a93730\",\"_type\":\"span\",\"marks\":[],\"text\":\"To stay relevant, your churn model needs regular updates. Retrain it on fresh data, monitor performance over time, and make refinements as needed to keep it aligned with your business reality.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"48c20610a3de\",\"_type\":\"block\",\"children\":[{\"_key\":\"f98c5545281f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Take action on your insights\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1f5099d0b619\",\"_type\":\"block\",\"children\":[{\"_key\":\"926fecb890a50\",\"_type\":\"span\",\"marks\":[],\"text\":\"A churn prediction model doesn’t solve churn on its own—it gives you a head start. Use what you learn to shape smarter strategies, like targeted retention strategies that re-engage at-risk customers with timely, relevant messaging. Try refining onboarding, or adjust product features too. The real value comes when predictions turn into practical, proactive moves.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"05a98d846b87\",\"_type\":\"richImage\",\"alt\":\"Infographic showing a three-step marketing process: Identify (bar chart), Segment (person icon with user criteria), and Message (sample social media post).\",\"asset\":{\"_ref\":\"image-911bc2fac8912bce33b35c097f3a6d4f9982bf1f-2400x930-png\",\"_type\":\"reference\"}},{\"_key\":\"f60bc177cb94\",\"_type\":\"anchor\",\"anchorId\":\"brazeai\"},{\"_key\":\"e32dcfbcf42c\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4b5999af4630\",\"_type\":\"span\",\"marks\":[],\"text\":\"How can BrazeAI™ Predictive Churn help you retain customers?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9c575011aacd\",\"_type\":\"block\",\"children\":[{\"_key\":\"fef575bb9e140\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keeping customers is easier when you can anticipate what they need—and even easier when you know who’s about to walk away. That’s where \"},{\"_key\":\"fef575bb9e141\",\"_type\":\"span\",\"marks\":[\"d5895a43230b\"],\"text\":\"Braze Predictive Churn\"},{\"_key\":\"fef575bb9e142\",\"_type\":\"span\",\"marks\":[],\"text\":\" and events step in. By using machine learning to identify which users are most at risk of disengaging, Braze gives marketers the insight—and the tools—to take action before it’s too late.\"}],\"markDefs\":[{\"_key\":\"d5895a43230b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/predictive_suite/predictive_churn\"}],\"style\":\"normal\"},{\"_key\":\"79466d7c0d8f\",\"_type\":\"block\",\"children\":[{\"_key\":\"7757324daf7b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Powered by \"},{\"_key\":\"7757324daf7b1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"BrazeAI™\"},{\"_key\":\"7757324daf7b2\",\"_type\":\"span\",\"marks\":[],\"text\":\", Predictive Churn analyzes real-time customer behavior to flag patterns that often lead to churn. These predictions don’t just sit in a dashboard—they’re built directly into your Braze workflow, so you can use them in audience segmentation, message personalization, journey orchestration, and campaign targeting.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e660bf005bd7\",\"_type\":\"richImage\",\"alt\":\"a screen shows a user is considered churned if in 7 days they start a session\",\"asset\":{\"_ref\":\"image-6de2404876c4a81807148807ff0f1fcd4b68cb9e-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"db3c7b316bda\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9ab1e5da7900\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s say a customer starts to change their behaviors, maybe one, who used to open your app weekly suddenly goes quiet. With Predictive Churn, you don’t need to wait for a full drop-off. You can identify the customers that are showing behaviors of churn and build a campaign around them - whether it is a retention message, a win-back offer, or even an in-app prompt to check in—meeting that customer where they are, with relevance and care.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"562de89374af\",\"_type\":\"block\",\"children\":[{\"_key\":\"da99be0d1f340\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are other ways Braze helps with reducing churn and improving retention:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b7d95589d231\",\"_type\":\"block\",\"children\":[{\"_key\":\"05d63a83d8710\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Smarter targeting, no data science team required\"},{\"_key\":\"05d63a83d8711\",\"_type\":\"span\",\"marks\":[],\"text\":\": Built right into your dashboard, Predictive Churn uses machine learning models trained on each unique user behavior, event and historical data—so you’re not relying on generic benchmarks.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"265066e9b341\",\"_type\":\"block\",\"children\":[{\"_key\":\"f95f279a49350\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Real-time insights, always in motion\"},{\"_key\":\"f95f279a49351\",\"_type\":\"span\",\"marks\":[],\"text\":\": Customer profiles and audience segments update based on live behavior and event data. That means your churn predictions keep current, and your engagement strategies can adjust in the moment.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9c7a515bf8a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"48f66501548c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Retention reports: \"},{\"_key\":\"48f66501548c1\",\"_type\":\"span\",\"marks\":[\"020fab751b75\"],\"text\":\"Braze Retention Reports\"},{\"_key\":\"48f66501548c2\",\"_type\":\"span\",\"marks\":[],\"text\":\" allow marketers to measure and visualize user retention associated with specific campaigns or customer journeys. These reports provide insights into how users engage over time, so you can identify when engagement begins to decline, and evaluate the effectiveness of different message variants. Conversion correlation reports also use BrazeAI™ to uncover correlations between customer attributes and outcomes.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"020fab751b75\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/gain-key-user-churn-insights-with-braze-retention-reports\"}],\"style\":\"normal\"},{\"_key\":\"b2fd880beb2b\",\"_type\":\"block\",\"children\":[{\"_key\":\"90600179c5b30\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Seamless activation across channels\"},{\"_key\":\"90600179c5b31\",\"_type\":\"span\",\"marks\":[],\"text\":\": Whether you’re reaching customers via email, push, SMS, or in-app messages, Braze makes it easy to tailor your outreach based on churn risk—so your team can focus less on manual segmentation and more on creating meaningful touchpoints.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"13a9761bfcbf\",\"_type\":\"block\",\"children\":[{\"_key\":\"72abf82261d00\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Scale with personalization\"},{\"_key\":\"72abf82261d01\",\"_type\":\"span\",\"marks\":[],\"text\":\": With BrazeAI™, it’s possible to personalize creative and messaging at scale—matching tone, timing, and content to each individual’s preferences, past behaviors, and likely future actions.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"51a9091994ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"45b9b5766ebb0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Stronger outcomes, less guesswork\"},{\"_key\":\"45b9b5766ebb1\",\"_type\":\"span\",\"marks\":[],\"text\":\": BrazeAI™ takes care of the heavy lifting behind the scenes, automating decisions that used to take hours of testing and intuition. Marketers can move faster, experiment more freely, and focus on what drives real business results.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6e48db3c2083\",\"_type\":\"anchor\",\"anchorId\":\"conclusion\"},{\"_key\":\"31098a3412d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"748484adb6ef0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"acdbfba0d1f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"fae1a18a67ad0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Churn is an inevitable part of doing business, but letting it go unchecked isn’t. With the right data, thoughtful modeling, and a strategy rooted in real customer insight, it’s possible to predict customer churn with accuracy and act before it's too late. The goal isn’t just to keep customers longer, it’s to reduce your churn rate by creating experiences that deepen loyalty and build trust over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"04b0c650f5f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"477a7998f33c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s where Braze comes in. With Braze Predictive Churn, you can identify high-risk customers using built-in machine learning models—no data science team required. These predictions update automatically based on user behavior, making it easy to build responsive journeys that speak directly to customers who need a nudge. 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Talk to our sales team.\"},{\"_key\":\"ac7f97d25f3c\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c831d6512b70\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Forward-Looking Statements\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"df0f574f991f\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b4f7647ea740\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$36\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/336721a9f0581d16c951bc705c27d4111780b457-3840x2160.png\",\"publishedDate\":\"2025-04-23T16:52:57.184Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-cb534ce95b51d75628b23ea1b33da492cd503cb3-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Learn how churn prediction works, what data to use, which models to choose, and how tools like Braze can help reduce customer churn at scale.\",\"pageTitle\":\"Churn Prediction For Smarter Retention | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"churn-prediction\"}},\"title\":\"Customer churn prediction: Using data for smarter retention\"},{\"_id\":\"84fd0dda-f92f-4235-865f-b28cb456e530\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"f3e9a45fcb68\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e09578865a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"You’re walking past your favorite coffee shop when your phone buzzes—a push notification offers 20% off if you order in the next 30 minutes. You weren’t planning to stop, but now you’re tempted.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd909ec249ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"023152300e10\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s location-based marketing in action, and a perfect example of how location-based advertising turns proximity into a personalized, real-time experience. By using location data to tailor outreach in the moment, brands can make campaigns hyper-relevant, boosting\"},{\"_key\":\"74b3d6253c1d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" \"},{\"_key\":\"5dfa052bf74b\",\"_type\":\"span\",\"marks\":[\"417a62884232\"],\"text\":\"conversions by up to 27%\"},{\"_key\":\"e688c9fd3213\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"417a62884232\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/multi-channel-messaging-can-increase-customer-retention-by-130\"}],\"style\":\"normal\"},{\"_key\":\"5d87684f93b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"20685d497548\",\"_type\":\"span\",\"marks\":[\"f84ec0de918b\"],\"text\":\"71% of consumers expect personalized experiences from brands\"},{\"_key\":\"eb3af46fc62f\",\"_type\":\"span\",\"marks\":[],\"text\":\", and as we naturally pay more attention to what’s happening nearby—whether it’s a local game, an event, or a new restaurant—it’s no surprise that location has become one of the most powerful tools in a marketer’s toolkit.\"}],\"markDefs\":[{\"_key\":\"f84ec0de918b\",\"_type\":\"link\",\"href\":\"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying\"}],\"style\":\"normal\"},{\"_key\":\"3f700b637480\",\"_type\":\"block\",\"children\":[{\"_key\":\"b5034e50de3a\",\"_type\":\"span\",\"marks\":[],\"text\":\"In this guide, we’ll cover:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e4fc8da4290\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d1055ece1a9\",\"_type\":\"span\",\"marks\":[\"e5738ec39065\"],\"text\":\"Definition and key concepts of location-based 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success\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ff4c37534fcc\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/location-based-marketing#check\"}],\"style\":\"normal\"},{\"_key\":\"c18bd00c08a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"4318d800b3db\",\"_type\":\"span\",\"marks\":[\"e0c96eb790a7\"],\"text\":\"Final thoughts on location-based marketing\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"e0c96eb790a7\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/location-based-marketing#final\"}],\"style\":\"normal\"},{\"_key\":\"4acd27315408\",\"_type\":\"block\",\"children\":[{\"_key\":\"c9a6b7ca49d9\",\"_type\":\"span\",\"marks\":[\"0092fc741af5\"],\"text\":\"Location-based marketing 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Brands look at how customers move around in the real world and use that movement to trigger digital experiences. By identifying where a customer is in real time, marketers can deliver messages, offers, and experiences that feel directly relevant to that person, in that moment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"52769345f907\",\"_type\":\"block\",\"children\":[{\"_key\":\"1903df150f0b\",\"_type\":\"span\",\"marks\":[],\"text\":\"This approach uses location data from sources such as mobile devices, GPS, Wi-Fi signals, Bluetooth beacons, or third-party enrichment services to target those within a specific area.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"40895c663a02\",\"_type\":\"anchor\",\"anchorId\":\"types\"},{\"_key\":\"88e25931a970\",\"_type\":\"block\",\"children\":[{\"_key\":\"5e355b566deb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Types of location-based marketing strategies\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6b55ddf4f59c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f4f3510bc57\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are several common types of location-based marketing, each suited to different goals, audiences, and contexts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9c746fc9c3d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2049ba399c8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Geo-targeting\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"688ae9894107\",\"_type\":\"block\",\"children\":[{\"_key\":\"2bdcb4bd9902\",\"_type\":\"span\",\"marks\":[],\"text\":\"Geo-targeting is the practice of detecting a user’s location and delivering tailored messages, whether that’s an ad, an email, or a push notification, based on where they are. 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Paired with customer data, like preferences and past activity, geo-targeting helps you connect with the right people at the right moment, while avoiding those who aren’t a fit.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b69048133e7e\",\"_type\":\"block\",\"children\":[{\"_key\":\"57c2fae037f6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How it works\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"eee5026ce070\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9c37798d8c3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Geo-targeting, or mobile-location targeting, typically uses a device’s IP address to determine location. Every internet-connected device—phone, tablet, or laptop—has one, with part of the address identifying the country and the rest narrowing down to regions, cities, or even postal codes. This lets marketers reach people in specific locations with precision, wherever their device goes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6955d0dcab2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad11f9e28e69\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"ca55ea573ae5\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd7319346c36\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’ve ever spotted a Facebook ad for a nail salon in your neighborhood instead of one hundreds of miles away, that’s geo-targeting at work, making sure you’re only seeing offers and experiences that are close enough to act on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb2deec32f1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b2c3604d7dc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. 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It’s especially useful for catching customers’ attention in the moment, such as when they’re walking past a store or attending an event.\"}],\"markDefs\":[{\"_key\":\"79c925153185\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/location-based-marketing-personalization\"}],\"style\":\"normal\"},{\"_key\":\"dab8ab6b18b7\",\"_type\":\"richImage\",\"alt\":\"an image of a map\",\"asset\":{\"_ref\":\"image-54f518d0e5fb51899e63a3aed55e7b5be8d9aff5-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"33a852fac2e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"35b2eaa9a760\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How it works\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"2aef669e0735\",\"_type\":\"block\",\"children\":[{\"_key\":\"43bf2aeacea8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Geofencing typically relies on GPS to map a digital perimeter. When a device moves into or out of that perimeter, it triggers an automated message, such as a push notification or SMS, as long as the person has opted in to that channel.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1e17fbdeff0c\",\"_type\":\"block\",\"children\":[{\"_key\":\"46c0f9ae784d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"28083fc24288\",\"_type\":\"block\",\"children\":[{\"_key\":\"dea963604161\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’ve ever been at a concert and received a push notification to grab merch while you’re still in the venue, or set a reminder on your phone to pick up something when you’re near a shop, you’ve experienced geofencing in action.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2cbb1049a52\",\"_type\":\"block\",\"children\":[{\"_key\":\"d945cb26d328\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. 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Instead, they signal a server, which can then send a push, SMS, or in-app message, depending on the campaign setup.\"}],\"markDefs\":[{\"_key\":\"13b5926df878\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/geofencing-geo-targeting-beaconing-when-to-use\"}],\"style\":\"normal\"},{\"_key\":\"0fceeca9de3b\",\"_type\":\"richImage\",\"alt\":\"an isometric drawing of a store with a purple background\",\"asset\":{\"_ref\":\"image-1ba682b4e6fe7ee092480177ffd51090f3b28691-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"82c30503bb96\",\"_type\":\"block\",\"children\":[{\"_key\":\"5fe08f1e4c53\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How it works\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b61830502f38\",\"_type\":\"block\",\"children\":[{\"_key\":\"d520909a9d79\",\"_type\":\"span\",\"marks\":[],\"text\":\"This type of proximity marketing uses Bluetooth Low Energy (BLE) technology, which is inexpensive, works without Wi-Fi or strong cell service, and uses very little power, so batteries can last for months or even years. The trade-off is that users must have Bluetooth turned on and have granted the necessary permissions to receive beacon-triggered messages.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af734070237c\",\"_type\":\"block\",\"children\":[{\"_key\":\"a20c911a5cb0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"1af6c6d13079\",\"_type\":\"block\",\"children\":[{\"_key\":\"63bdd600c9ab\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’ve walked into a store with that brand’s app installed and received a notification about an in-store deal, or been prompted to donate to a cause while attending a live event, there’s a good chance a beacon was behind it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b03192cbf32d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5704e19a867\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Data enrichment\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"18a98dd7b117\",\"_type\":\"block\",\"children\":[{\"_key\":\"e5f57d31d4c3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data enrichment combines your own \"},{\"_key\":\"660b0114a781\",\"_type\":\"span\",\"marks\":[\"61ad35745f83\"],\"text\":\"first-party customer data\"},{\"_key\":\"5d23da0459fb\",\"_type\":\"span\",\"marks\":[],\"text\":\" with third-party context—like local weather, upcoming events, or real-time foot traffic patterns—to create more precise and timely outreach. By layering these additional signals onto location data, brands can adapt messaging to reflect what’s happening in a customer’s immediate environment.\"}],\"markDefs\":[{\"_key\":\"61ad35745f83\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/first-party-data\"}],\"style\":\"normal\"},{\"_key\":\"61789ca93d3a\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a6781a4899b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How it works\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b97a5be57457\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac37bec76d3f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data enrichment typically integrates with location services to pull in relevant external factors. This could mean syncing with weather APIs to promote cold-weather products during a cold snap, or using event calendars to reach attendees as they arrive at a venue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4d7186e61787\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d4618fda24d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"38f66bc38d64\",\"_type\":\"block\",\"children\":[{\"_key\":\"e7a86b533c54\",\"_type\":\"span\",\"marks\":[\"c0bd35298a40\"],\"text\":\"Ibotta\"},{\"_key\":\"1b048d212497\",\"_type\":\"span\",\"marks\":[],\"text\":\", in partnership with Braze and Radar, used data enrichment to send personalized offers right at the point of purchase, increasing redemption rates by reaching customers at exactly the right moment.\"}],\"markDefs\":[{\"_key\":\"c0bd35298a40\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-six-pillars-of-braze-alloys-data-augmentation\"}],\"style\":\"normal\"},{\"_key\":\"d8e5f63969eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"78945650115d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. Language-based personalization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"334320dea533\",\"_type\":\"block\",\"children\":[{\"_key\":\"49306350f73d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Language-based personalization adjusts the language, tone, and regional references in your messaging based on a customer’s location. This not only improves clarity but also strengthens the sense of connection between brand and audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e398a45a8a91\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8f0e6f0a6a3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How it works\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"923ef47dc7d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"d7ba52da9e66\",\"_type\":\"span\",\"marks\":[],\"text\":\"When a user’s location is identified, messaging is localized to match their preferred or most relevant language. This can include full translations, regional spelling and phrasing, or localized cultural references to make campaigns feel native to the recipient.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b0d70d960de\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbc1ccfd6f7c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You’ve probably seen it in action\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"0a6b93059b85\",\"_type\":\"block\",\"children\":[{\"_key\":\"9996243f7a08\",\"_type\":\"span\",\"marks\":[\"ff4d5cc87821\"],\"text\":\"Canva\"},{\"_key\":\"be8c6bb03801\",\"_type\":\"span\",\"marks\":[],\"text\":\" localizes campaigns into 20 languages and tailors send times based on user locations. This approach has increased open rates by 33% and boosted engagement by 2.5%.\"}],\"markDefs\":[{\"_key\":\"ff4d5cc87821\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/canva-case-study\"}],\"style\":\"normal\"},{\"_key\":\"c26761b72618\",\"_type\":\"richImage\",\"alt\":\"a diagram showing different types of geo-targeting\",\"asset\":{\"_ref\":\"image-f1831e4e6f615a868d62cd6eb7b7b41b27869bc5-2400x1402-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"5bff8c4d4415\",\"_type\":\"block\",\"children\":[{\"_key\":\"20615ea4d28b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Types of location data\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f8a57b2a7992\",\"_type\":\"block\",\"children\":[{\"_key\":\"587150e577ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"The way you collect location information determines how you can use it. Most location-based marketing falls into one of three data categories:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a86f49ed13d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6999e15d388\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Static data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"163cb7f658d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"f43c818d416c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Fixed information like mailing addresses, postal codes, or self-reported city/country. Useful for broad segmentation (e.g., sending winter coat promos to colder regions), but not for real-time triggers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"161d92111e99\",\"_type\":\"block\",\"children\":[{\"_key\":\"65f43ae81b15\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Foreground data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"af7a205b19bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"b97143721286\",\"_type\":\"span\",\"marks\":[],\"text\":\"Gathered while a user’s app is open (“in the foreground”), often via GPS or Wi-Fi. More precise than static data and updates during active sessions, making it ideal for timely but session-linked campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ba8cf1fbe0c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed1bcbd9f462\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Background data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"13c9848ffa6b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8b6c03569a36\",\"_type\":\"span\",\"marks\":[],\"text\":\"Collected even when the app isn’t open, with user consent. Enables real-time triggers like geofencing or beacon campaigns. Powerful for timely engagement, but requires careful handling to avoid overstepping on privacy or frequency.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6c178aac149b\",\"_type\":\"anchor\",\"anchorId\":\"how\"},{\"_key\":\"b4c357cdf976\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8ae37beea37\",\"_type\":\"span\",\"marks\":[],\"text\":\"How location-based marketing works in practice\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"12a6edc999dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"7cc8f14164a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"An effective location-based marketing or location based advertising campaign typically follows these steps:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eb91855ac331\",\"_type\":\"block\",\"children\":[{\"_key\":\"f36c73a4090d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Identify target location(s)\"},{\"_key\":\"de8ad25298e2\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Define the geographic areas you want to focus on, whether broad regions or hyperlocal zones.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"84796afc0793\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c6533e87f41\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Segment your audience\"},{\"_key\":\"80c7587acc85\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Build groups of customers currently in those locations, using real-time data.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"53d0d317f54c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a8df3a6a69c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Craft location-relevant messages\"},{\"_key\":\"943fc788ac2d\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Tailor offers, alerts, or content to the local context, such as nearby store promotions or weather-specific recommendations.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f1fb6f31eb46\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd4f854e8f01\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Select delivery channels\"},{\"_key\":\"44683b0c6524\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Reach audiences via push notifications, in-app messages, email, or SMS.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1fa8f6c75c31\",\"_type\":\"block\",\"children\":[{\"_key\":\"31dc35d0fb35\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Gather and use consent\"},{\"_key\":\"b44d0fc7c86e\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Customers must opt in to location tracking; explain the value clearly during onboarding or through in-app prompts.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"69f9ab6c61c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"c051e3917484\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Account for data gaps\"},{\"_key\":\"d56dae34e9b4\",\"_type\":\"span\",\"marks\":[],\"text\":\" – If you don’t have a customer’s location, they won’t receive the campaign; the same applies if they haven’t opted in to the chosen channel.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0c30b891ce6d\",\"_type\":\"anchor\",\"anchorId\":\"benefits\"},{\"_key\":\"c05db269f4c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"94c1d374d86b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Benefits of location-based marketing for customer engagement\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"def8501cbdc1\",\"_type\":\"block\",\"children\":[{\"_key\":\"caf27c0082eb\",\"_type\":\"span\",\"marks\":[],\"text\":\"As consumer attention becomes harder to earn and competition grows fiercer, broad, generic campaigns are easy for customers to ignore. The right types of hyperlocal marketing can flip that challenge by letting brands concentrate on the audiences and moments that matter most—turning proximity into an advantage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98ec9dfef062\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2a2a978392f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Higher conversion rates through relevance\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3283b0da7d97\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b37b2a439ee\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalization based on location can boost conversions by up to 27%. Campaigns timed and tailored to a customer’s real-world context are far more likely to inspire action.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f17882b51cc5\",\"_type\":\"richImage\",\"alt\":\"a phone screen displays a 60 % rabatt offer\",\"asset\":{\"_ref\":\"image-3ae117dd82bb7033436d65895b060a62d0d26fde-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"cd6ac818a5f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"70baa3061879\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example:\"},{\"_key\":\"846fe2f8e217\",\"_type\":\"span\",\"marks\":[],\"text\":\" 500px used built-in \"},{\"_key\":\"edf18f971467\",\"_type\":\"span\",\"marks\":[\"0e78ce8fd27f\"],\"text\":\"language targeting\"},{\"_key\":\"67f8dc9f848e\",\"_type\":\"span\",\"marks\":[],\"text\":\" in Braze to send promotional emails and in-app messages in German and French, tailoring campaigns to local audiences. This drove a 257% revenue increase in Germany and a 145% increase in France, with Germany becoming one of their top three markets within months.\"}],\"markDefs\":[{\"_key\":\"0e78ce8fd27f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/500px-increases-revenue-by-257-with-improved-language-localization\"}],\"style\":\"normal\"},{\"_key\":\"9d2fd9a21a6e\",\"_type\":\"block\",\"children\":[{\"_key\":\"814f2a311a4a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Boosted engagement and retention\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"72c392954549\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a06153c3c24\",\"_type\":\"span\",\"marks\":[],\"text\":\"Geo-triggered messaging speaks to customers’ immediate context, cutting through the noise and encouraging repeat interactions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"472a9b3e4fb1\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8286f8b0442\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example:\"},{\"_key\":\"be9243cfd698\",\"_type\":\"span\",\"marks\":[],\"text\":\" Burger King’s Whopper Detour campaign \"},{\"_key\":\"0960bdf66497\",\"_type\":\"span\",\"marks\":[\"23f187013841\"],\"text\":\"geofenced\"},{\"_key\":\"acbc3326fd46\",\"_type\":\"span\",\"marks\":[],\"text\":\" 14,000 McDonald’s locations, offering a one-cent Whopper when users opened the Burger King app nearby. The result: 3.2 million app downloads and a 50% lift in monthly active users.\"}],\"markDefs\":[{\"_key\":\"23f187013841\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/burger-king-client-story\"}],\"style\":\"normal\"},{\"_key\":\"d70a2a8027de\",\"_type\":\"block\",\"children\":[{\"_key\":\"b39c889f2d3a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Localized brand experiences that build loyalty\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a31e0f110f90\",\"_type\":\"block\",\"children\":[{\"_key\":\"1825378e1db5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tailoring campaigns to match a customer’s environment shows the brand understands and values their day-to-day reality.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"15d22c0f5683\",\"_type\":\"block\",\"children\":[{\"_key\":\"d731814c091d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example:\"},{\"_key\":\"1ba0f395fa71\",\"_type\":\"span\",\"marks\":[],\"text\":\" Canva used Braze to \"},{\"_key\":\"7460eaa67fe8\",\"_type\":\"span\",\"marks\":[\"f9b20fbfda42\"],\"text\":\"run campaigns in 20 languages\"},{\"_key\":\"8329d8c471f4\",\"_type\":\"span\",\"marks\":[],\"text\":\", personalizing both timing and content. This approach increased open rates by 33% and engagement by 2.5%.\"}],\"markDefs\":[{\"_key\":\"f9b20fbfda42\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/canva-case-study\"}],\"style\":\"normal\"},{\"_key\":\"bd7a16e1fc5f\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc796a63944b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Event-based engagement at scale\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"c6d902a505c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ff1a3fb389a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Location data can enhance live experiences and drive participation during key moments.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f9db83f0418e\",\"_type\":\"block\",\"children\":[{\"_key\":\"25552732c21b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Example:\"},{\"_key\":\"b78d34ac6007\",\"_type\":\"span\",\"marks\":[],\"text\":\" Zac Brown Band used \"},{\"_key\":\"be6a3091b02a\",\"_type\":\"span\",\"marks\":[\"ec287c1d6a44\"],\"text\":\"Bluetooth beacons\"},{\"_key\":\"86392cc8d7f1\",\"_type\":\"span\",\"marks\":[],\"text\":\" in Wrigley Field to trigger in-app charity donation prompts mid-concert, boosting real-time engagement and contributions.\"}],\"markDefs\":[{\"_key\":\"ec287c1d6a44\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/location-marketing-entertainment-and-media-brands\"}],\"style\":\"normal\"},{\"_key\":\"08b7c38d9a77\",\"_type\":\"anchor\",\"anchorId\":\"real\"},{\"_key\":\"2c1addd3c9eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c5e8a001e10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-world examples of location-based advertising campaigns\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"741f7255532e\",\"_type\":\"block\",\"children\":[{\"_key\":\"26c8c6b571fe\",\"_type\":\"span\",\"marks\":[],\"text\":\"The real magic of location-based advertising is in how brands use it to surprise, delight, and connect with people in ways that feel effortless. These campaigns show what happens when timing, context, and creativity line up perfectly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dcb84ff31256\",\"_type\":\"block\",\"children\":[{\"_key\":\"5549cfaee0ff\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Fast food, faster thinking: Burger King’s Whopper Detour\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"49471c30a964\",\"_type\":\"block\",\"children\":[{\"_key\":\"3fbcdf9cc379\",\"_type\":\"span\",\"marks\":[\"66912adc0ebb\"],\"text\":\"Burger King\"},{\"_key\":\"920a2024ab90\",\"_type\":\"span\",\"marks\":[],\"text\":\", a global quick-service restaurant (QSR) brand, set out to strengthen relationships with diners and boost mobile app usage by embracing creative, mobile‑first customer engagement.\"}],\"markDefs\":[{\"_key\":\"66912adc0ebb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/burger-king-client-story\"}],\"style\":\"normal\"},{\"_key\":\"cfa6da1d0742\",\"_type\":\"block\",\"children\":[{\"_key\":\"6eefccb6e6ce\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"3babb42432ca\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e77ab4507ff\",\"_type\":\"span\",\"marks\":[],\"text\":\"In a crowded QSR market, traditional ads and promotions were table stakes. Burger King needed a breakthrough approach to grow app adoption and engagement at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47c723b1e5aa\",\"_type\":\"richImage\",\"alt\":\"a screenshot of a burger king mobile app\",\"asset\":{\"_ref\":\"image-7e606d3494a1f7f12a2ad6b767ea1981a5e4f8d6-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"4835422f82c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"226f9594da60\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The strategy\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"eaa030ccadb7\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c07b8c19228\",\"_type\":\"span\",\"marks\":[],\"text\":\"The team launched Whopper Detour, turning 14,000 McDonald’s locations into promotional zones with geofencing. Using Braze with location partner Radar, the brand encouraged users in‑app to enable location and notifications, then delivered timely push notifications, in‑app messages, and email the moment someone was within 600 feet of a McDonald’s to unlock the deal for a one‑cent Whopper. Braze testing capabilities helped optimize opt‑ins and message performance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ac70350eb538\",\"_type\":\"block\",\"children\":[{\"_key\":\"12a3b6b57c8e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"46aef2d4d98d\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ab98efedf58\",\"_type\":\"span\",\"marks\":[],\"text\":\"3.2 million new app installs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"60bea0499199\",\"_type\":\"block\",\"children\":[{\"_key\":\"28a623b55caf\",\"_type\":\"span\",\"marks\":[],\"text\":\"53.7% lift in MAUs,\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd2c857fbbca\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a070fda9cea\",\"_type\":\"span\",\"marks\":[],\"text\":\"143% increase in users sharing location data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28de8c07aa66\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b7ab044de50\",\"_type\":\"span\",\"marks\":[],\"text\":\"37:1 campaign ROI\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e0e7a2f4eea3\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bc4e7156713\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"From Sydney to Stuttgart: Canva’s global connection\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"100da1a239d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"07e33d594831\",\"_type\":\"span\",\"marks\":[\"c8bbd7694562\"],\"text\":\"Canva\"},{\"_key\":\"80c07f13acce\",\"_type\":\"span\",\"marks\":[],\"text\":\", the online design platform serving millions across 190 countries, set out to communicate more effectively with a diverse, global audience.\"}],\"markDefs\":[{\"_key\":\"c8bbd7694562\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/canva-case-study\"}],\"style\":\"normal\"},{\"_key\":\"fa50745645c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9678dff0249\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"7fd8a0fab0f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"82672d88110c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email and messaging were managed across siloed systems, and most communications went out only in English. The team needed scalable localization without sacrificing deliverability or speed.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"662c5aa2e516\",\"_type\":\"richImage\",\"alt\":\"a computer screen with a message that says social distancing isn 't the end of socializing\",\"asset\":{\"_ref\":\"image-bd4f2e4e4faa8e552636255e9711417a399b4c52-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"d0f328770f87\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea5feff10723\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The strategy\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"0cfd1baf9210\",\"_type\":\"block\",\"children\":[{\"_key\":\"c47bde074bca\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using Braze Connected Content with the Google Sheet API, Canva sent tailored messaging in 20 languages, while running an advanced IP warmup to safely scale weekly sends from 30 million to 50 million. 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Concern around the sensitive nature of some data is often the biggest barrier to broader adoption and trust. For both brands and consumers, how personal information is collected, used and protected is of primary importance. Even well-intentioned marketing efforts can feel uncomfortable to customers if done carelessly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d58191ef9162\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a5433b3c5b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Research found that \"},{\"_key\":\"159eff1823ca\",\"_type\":\"span\",\"marks\":[\"aeb22cd1a2ce\"],\"text\":\"55% of people describe it as creepy\"},{\"_key\":\"7ccc990e41cf\",\"_type\":\"span\",\"marks\":[],\"text\":\" when websites know their location immediately upon opening—without user consent. 81% used negative descriptors like “scary,” “annoying,” or “invasive” to describe such tracking.\"}],\"markDefs\":[{\"_key\":\"aeb22cd1a2ce\",\"_type\":\"link\",\"href\":\"https://internetsafetylabs.org/blog/research/what-is-respectful-use-of-location-information-new-me2ba-research-published/\"}],\"style\":\"normal\"},{\"_key\":\"b3f6eebf7a6b\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a93cdab283d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Even well-intentioned campaigns can feel invasive if the value isn’t obvious. If you can’t make a clear, credible case for why sharing location will improve a customer’s experience, it’s better not to use it. And if you do, avoid overusing the data you gain. Triggering a push every time someone walks past your store isn’t just annoying, it’s a fast track to opt-outs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"051049bedc7d\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a8e8d347b74\",\"_type\":\"span\",\"marks\":[],\"text\":\"The tech landscape is also shifting rapidly. Major platforms are rolling out more granular permission settings, tighter background tracking limits, and privacy-preserving APIs that reduce reliance on persistent identifiers. At the same time, regulators are increasing scrutiny on sensitive location data, with enforcement actions targeting companies that collect or share precise information without consent.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"178ea7802668\",\"_type\":\"block\",\"children\":[{\"_key\":\"eedd7ccc40b3\",\"_type\":\"span\",\"marks\":[],\"text\":\"For marketers, this means two things:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2310b3c74c3f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c043ab853874\",\"_type\":\"span\",\"marks\":[],\"text\":\"Build location-based campaigns on a foundation of clear, customer-first privacy practices—ask for permission at moments of obvious value, explain how data will be used, and avoid sensitive-location targeting.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb0437691e87\",\"_type\":\"block\",\"children\":[{\"_key\":\"e30a54e85089\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stay agile. Platform rules, privacy tools, and consumer expectations will keep evolving, and strategies need to adapt in step.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b0a98114ae1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbedd1d5a4bb\",\"_type\":\"span\",\"marks\":[],\"text\":\"When customers know their data is respected, they’re far more likely to share it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5bbf6276f6c0\",\"_type\":\"anchor\",\"anchorId\":\"best\"},{\"_key\":\"8e651a23395f\",\"_type\":\"block\",\"children\":[{\"_key\":\"320503c0d525\",\"_type\":\"span\",\"marks\":[],\"text\":\"Best practices for implementing location-based marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f9b5cc328b13\",\"_type\":\"block\",\"children\":[{\"_key\":\"9421064279b4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Clear value, respectful data use, and smart execution are what separate successful location-based advertising from campaigns that alienate customers. These best practices can help build programs that perform over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1ab04fcc9b99\",\"_type\":\"block\",\"children\":[{\"_key\":\"dea0a5b38311\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Ask for consent at the right time\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"491aa5637e24\",\"_type\":\"block\",\"children\":[{\"_key\":\"fe148a6489d6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Prompt for location permissions during onboarding or when the value is most obvious. For example, just before offering location-specific offers or local event updates.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b00018e660a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"69afec962e22\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Be transparent and specific\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f86c2314811d\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa401f62c26e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Explain exactly how location data will be used, what customers will gain, and what won’t be done with their data. Make commitments and honor them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"83790cbafcb5\",\"_type\":\"block\",\"children\":[{\"_key\":\"8eec8e34f607\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Match technology to the use case\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"372207aa243a\",\"_type\":\"block\",\"children\":[{\"_key\":\"64f06c1387e2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Geo-targeting\"},{\"_key\":\"c03d7930b795\",\"_type\":\"span\",\"marks\":[],\"text\":\" for broad audience reach in defined regions.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"192774503d4a\",\"_type\":\"block\",\"children\":[{\"_key\":\"031fa7e0c7f7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Geofencing\"},{\"_key\":\"65522738e543\",\"_type\":\"span\",\"marks\":[],\"text\":\" for contextual triggers around physical locations.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d6d01c7d7de3\",\"_type\":\"block\",\"children\":[{\"_key\":\"2fb03ebed829\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Beacons\"},{\"_key\":\"5be2b8af3944\",\"_type\":\"span\",\"marks\":[],\"text\":\" for precise in-store or event experiences. Choose based on the customer journey stage and campaign goal.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ac97a6fdfa2\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ba8a91c74da\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Combine location with other customer data\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2e3da8582995\",\"_type\":\"block\",\"children\":[{\"_key\":\"ebc895c9a227\",\"_type\":\"span\",\"marks\":[],\"text\":\"Layer in behavioral signals, preferences, and lifecycle stage to create richer, more relevant outreach.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d45d886e6ee6\",\"_type\":\"block\",\"children\":[{\"_key\":\"e192185d3a3d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. Monitor KPIs for early warning signs\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6f9876f2fd4a\",\"_type\":\"block\",\"children\":[{\"_key\":\"33ac1d79961b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Track opt-out rates, app uninstalls, and engagement drop-offs to spot issues before they damage trust.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b1c65fddcb29\",\"_type\":\"block\",\"children\":[{\"_key\":\"518dddf305f7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"6. Test before scaling\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"79fd48b184b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3f04718565b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Run A/B or multivariate tests on small segments to validate timing, creative, and targeting accuracy before expanding campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6eef02cfbe5d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0b703090347\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"7. Avoid “creepy” execution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ba59d3908c8c\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd8c79fa0694\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t call out hyper-specific movements in messaging unless the value to the customer is obvious and significant. Keep the focus on helpfulness, not surveillance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"678e9127818e\",\"_type\":\"anchor\",\"anchorId\":\"braze\"},{\"_key\":\"e3d264d54652\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbeccbb6b281\",\"_type\":\"span\",\"marks\":[],\"text\":\"How Braze supports location-based marketing campaigns\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c3df1ddb9a34\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e1d3235d4b9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze enables marketers to activate real-time, location-based targeting across channels with precision and scale. Using a combination of \"},{\"_key\":\"62b9ec8ab254\",\"_type\":\"span\",\"marks\":[\"57967e438317\"],\"text\":\"geofences\"},{\"_key\":\"caaad81f1c29\",\"_type\":\"span\",\"marks\":[],\"text\":\", beacons, and third-party data enrichment, Braze helps brands deliver hyper-relevant messages exactly when and where they matter.\"}],\"markDefs\":[{\"_key\":\"57967e438317\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/geofence\"}],\"style\":\"normal\"},{\"_key\":\"7cfc2853b051\",\"_type\":\"block\",\"children\":[{\"_key\":\"18117f4a9e78\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Key capabilities within the Braze platform\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"46a50467bf7a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a447103c843e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Real-time location triggers\"},{\"_key\":\"cc7eee70f781\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Send push notifications, in-app messages, emails, or SMS the moment a customer enters or exits a defined location.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cf289287b744\",\"_type\":\"block\",\"children\":[{\"_key\":\"c50177993da5\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Cross-channel orchestration\"},{\"_key\":\"1c9c4a320ded\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Combine location signals with behavioral and lifecycle data to trigger personalized flows across multiple channels.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7ed45a88d0a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e9f8b830ef5\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Audience segmentation\"},{\"_key\":\"774ff77bf378\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Build dynamic segments based on a user’s current location, past movements, or proximity to specific points of interest.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"12a924276da0\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c8c263188a5\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Data enrichment\"},{\"_key\":\"5bb09786dac1\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Integrate external context like local weather, events, or traffic to make outreach more relevant.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4b1d46bc8319\",\"_type\":\"block\",\"children\":[{\"_key\":\"153f8a45a926\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Testing and optimization\"},{\"_key\":\"4a544cac4d55\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Run controlled experiments to measure the impact of different targeting strategies before scaling.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"926dfe58afd0\",\"_type\":\"block\",\"children\":[{\"_key\":\"0eb95ba3246e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Privacy-first execution\"},{\"_key\":\"c282d9325786\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Use built-in permission management and preference centers to maintain transparency and respect for user data.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0e6f42be90a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"f3bb5b9e1341\",\"_type\":\"span\",\"marks\":[],\"text\":\"The flexible architecture of Braze allows marketers to choose the right mix of location-based tactics, from broad geo-targeting to aisle-level beacon triggers, without sacrificing customer trust.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0ab32db29233\",\"_type\":\"anchor\",\"anchorId\":\"check\"},{\"_key\":\"b413a268ebce\",\"_type\":\"block\",\"children\":[{\"_key\":\"1dca00b4da6a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Checklist for location-based marketing success\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4a99299f2110\",\"_type\":\"block\",\"children\":[{\"_key\":\"edee2a0b98e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before you launch your next campaign, run through this quick checklist to make sure you’re set up for success:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f704e6cb94ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea818682b84b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Define clear objectives\"},{\"_key\":\"352556d41f96\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Know whether you’re driving foot traffic, increasing engagement, or boosting conversions.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"113b6e16bff0\",\"_type\":\"block\",\"children\":[{\"_key\":\"00862e650ba6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Choose the right tactic\"},{\"_key\":\"a79076e48016\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Match your goal to the best method: geo-targeting, geofencing, beacons, data enrichment, or language-based personalization.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ebbe6fecbdaf\",\"_type\":\"block\",\"children\":[{\"_key\":\"29df04af18e2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Segment with precision\"},{\"_key\":\"b6a7afe572d3\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Use real-time and historical location data alongside demographic and behavioral insights.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6389233a1c27\",\"_type\":\"block\",\"children\":[{\"_key\":\"4209d6ad25df\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Craft relevant creative\"},{\"_key\":\"b2d4c6917672\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Make offers and messages that feel native to the recipient’s location and context.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47ed2d3bebe6\",\"_type\":\"block\",\"children\":[{\"_key\":\"b167f6a15387\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Test and iterate\"},{\"_key\":\"7c07f61ffa51\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Use A/B testing to optimize timing, copy, and targeting boundaries.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"38714047eaff\",\"_type\":\"block\",\"children\":[{\"_key\":\"3403ed056fc1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Ensure compliance and transparency\"},{\"_key\":\"d53a3dae1361\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Get explicit consent, explain how data will be used, and offer easy opt-out.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"da985f8847e4\",\"_type\":\"block\",\"children\":[{\"_key\":\"8dd922c846d7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Measure results\"},{\"_key\":\"d98db72f800d\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Track engagement, conversions, and retention tied directly to your location-based triggers.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d11010935af6\",\"_type\":\"anchor\",\"anchorId\":\"final\"},{\"_key\":\"7cc0e4e3375e\",\"_type\":\"block\",\"children\":[{\"_key\":\"68788e821888\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final thoughts on location-based marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6ca0199b8071\",\"_type\":\"block\",\"children\":[{\"_key\":\"e74c22f19ccb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Location-based personalization is powerful, but it’s just one component of successful marketing strategy. The brands that see the biggest lift combine location with preferences, past behavior, and lifecycle stage to make campaigns feel genuinely useful.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7bbc5fafbf2d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7af8c2382abb\",\"_type\":\"span\",\"marks\":[],\"text\":\"That usefulness is what earns trust. Customers are far more willing to share their location if the value is clear and the experience is better because of it. 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Talk to our sales team.\"},{\"_key\":\"42973ba569cc\",\"_type\":\"anchor\",\"anchorId\":\"faq\"},{\"_key\":\"f743c69d7cd2\",\"_type\":\"block\",\"children\":[{\"_key\":\"f502d26f058e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Location-based marketing FAQs\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2bcc6b1b2dc1\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ec98e66dfec\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What is location-based marketing?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a5f3bb6173b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e94957ed465\",\"_type\":\"span\",\"marks\":[],\"text\":\"Location-based marketing tailors messages, offers, or content based on a customer’s real-world location, using GPS, Wi-Fi, IP addresses, or Bluetooth beacons to deliver more relevant experiences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6435fb13e637\",\"_type\":\"block\",\"children\":[{\"_key\":\"0938ad390cb2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What are the types of location-based marketing?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"980cc279d663\",\"_type\":\"block\",\"children\":[{\"_key\":\"1aa0ad11438f\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are many types of location-based marketing but the most common include geo-targeting advertising, geofencing, Bluetooth beacons, data enrichment with context like weather or events, and language personalization to suit local audiences.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/56a77ea46ce43e96c7bf5f95c8254cc784e42e35-1920x1080.png\",\"publishedDate\":\"2025-09-11T08:12:40.379Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-d390922c41b0bb9059c73ece69a683e84dee32db-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Get our guide to location-based marketing with geo-targeting, geofencing, data enrichment, language personalization, examples, and privacy-first best practices.\",\"pageTitle\":\"Location-Based Marketing Guide And Examples | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"location-based-marketing\"}},\"title\":\"What’s location-based marketing?\"},{\"_id\":\"f37f4e1c-3218-4301-a5ec-8d3bb301913e\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"b6d6e4c94ac1\",\"_type\":\"block\",\"children\":[{\"_key\":\"58c9483d0d190\",\"_type\":\"span\",\"marks\":[\"307abd714b8b\"],\"text\":\"Push notifications are important\"},{\"_key\":\"58c9483d0d191\",\"_type\":\"span\",\"marks\":[],\"text\":\" for marketers looking to increase customer sessions, purchases, and retention. While mobile push notifications are most likely already on your radar and a key component of your brand’s \"},{\"_key\":\"58c9483d0d192\",\"_type\":\"span\",\"marks\":[\"3cfbe482dac5\"],\"text\":\"cross-channel customer engagement strategy\"},{\"_key\":\"58c9483d0d193\",\"_type\":\"span\",\"marks\":[],\"text\":\", there’s a world of ways to use push beyond connecting with smartphone users, from web push notifications to augmented reality push notifications.\"}],\"markDefs\":[{\"_key\":\"307abd714b8b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/why-push-notifications-are-important-to-your-cross-channel-strategy\"},{\"_key\":\"3cfbe482dac5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/cross-channel-engagement-matters\"}],\"style\":\"normal\"},{\"_key\":\"c23734c61b28\",\"_type\":\"block\",\"children\":[{\"_key\":\"528f928cb9860\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here we’ll review the main devices that support \"},{\"_key\":\"528f928cb9861\",\"_type\":\"span\",\"marks\":[\"a362abb67b77\"],\"text\":\"push notifications\"},{\"_key\":\"528f928cb9862\",\"_type\":\"span\",\"marks\":[],\"text\":\" and offer an overview of how these different types of push notifications work and when to use each.\"}],\"markDefs\":[{\"_key\":\"a362abb67b77\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/push-notifications\"}],\"style\":\"normal\"},{\"_key\":\"69b4a553b5dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"a32007998e440\",\"_type\":\"span\",\"marks\":[],\"text\":\"Six Types of Push Notifications\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4816af6df311\",\"_type\":\"block\",\"children\":[{\"_key\":\"8180ee02da9c0\",\"_type\":\"span\",\"marks\":[\"d4da9e5956e3\"],\"text\":\"Mobile Push Notifications\"}],\"markDefs\":[{\"_key\":\"d4da9e5956e3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-a-push-notification\"}],\"style\":\"h3\"},{\"_key\":\"4d44b0672c72\",\"_type\":\"richImage\",\"alt\":\"a cell phone displaying a breaking news message\",\"asset\":{\"_ref\":\"image-4b1b9460aad8d2a54f92b469bdbada64205a71b8-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"548e1f166526\",\"_type\":\"block\",\"children\":[{\"_key\":\"87e526e82c040\",\"_type\":\"span\",\"marks\":[],\"text\":\"The original push notification that’s been around since 2009, mobile push notifications are short, catchy messages marketers can send to app users who’ve opted into receiving updates from their brand. This is the most popular device—most people have smartphones and always have them near.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d2f857a4e77\",\"_type\":\"block\",\"children\":[{\"_key\":\"051e67c970d90\",\"_type\":\"span\",\"marks\":[\"c49c81d10a6d\"],\"text\":\"Web Push Notifications\"}],\"markDefs\":[{\"_key\":\"c49c81d10a6d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-web-push\"}],\"style\":\"h3\"},{\"_key\":\"2ca0023cfaab\",\"_type\":\"richImage\",\"alt\":\"a popup says hey james look like you forgot this beauty in your cart\",\"asset\":{\"_ref\":\"image-17f0ecf141b2bdb55d2ca9e4db807506a53c20cc-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"6b478af9f737\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d8d87a94ede0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The web-based counterpart to mobile push notifications, web push notifications allow brands to send messages to customers on their computers even when they’re not currently visiting their website (as long as they’ve opted into receiving updates from the company).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d9ad9e967762\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbe2b375e9a70\",\"_type\":\"span\",\"marks\":[\"bcc5a30fefe2\"],\"text\":\"Connected TV and Device Push Notifications\"}],\"markDefs\":[{\"_key\":\"bcc5a30fefe2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-are-connected-tv-notifications\"}],\"style\":\"h3\"},{\"_key\":\"eb46451c255a\",\"_type\":\"richImage\",\"alt\":\"a tv screen shows a popup that says \\\" do n't miss these new movies \\\"\",\"asset\":{\"_ref\":\"image-67fb4ac8540b70c019ec7cf51e54a693f91b2828-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"671e856aac95\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8cfc5e6f9020\",\"_type\":\"span\",\"marks\":[],\"text\":\"Connected TV and connected device notifications get sent to customers via one of two ways—on-screen via devices like Android TV, Fire Kindle, Fire TV, and other smart TVs and systems and via second-screen notifications. Second-screen notifications are push notifications delivered on mobile phones and other devices, using data from connected TV platforms to drive engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0bf6a7e69eaa\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbcf255ddbb00\",\"_type\":\"span\",\"marks\":[\"a3e6976bfeab\"],\"text\":\"Wearables Push Notifications\"}],\"markDefs\":[{\"_key\":\"a3e6976bfeab\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/wearables-push-notifications\"}],\"style\":\"h3\"},{\"_key\":\"5dd373950f66\",\"_type\":\"richImage\",\"alt\":\"a smart watch says congratulations you 've hit 10,000 steps today\",\"asset\":{\"_ref\":\"image-22abfeae83989d56b47d503974988c65761f15a8-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"91074ddceee4\",\"_type\":\"block\",\"children\":[{\"_key\":\"6649e32d319c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"As the name suggests, wearables push notifications are push messages that get sent to users on their wearable devices. This happens when customers sync up their smartphones to their smartwatches, fitness trackers, or other wearables so they can get updates from their favorite apps across devices, staying in the loop as they’re on the go. But not every push notification designed for mobile push should be sent to wearables users who have opted into receiving updates. For one, the screen size is smaller. Second, customers may only quickly glance at these updates while they’re on the move. And lastly, because wearables have more limited functionality, the user experience of wearable notifications inherently needs to be more simplified than app, tablet, or web-based notifications. It’s a smart idea for marketers to segment wearable users to receive more targeted message variants that are optimized for smaller displays and keep \"},{\"_key\":\"6649e32d319c1\",\"_type\":\"span\",\"marks\":[\"139a435c81e2\"],\"text\":\"timing\"},{\"_key\":\"6649e32d319c2\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"6649e32d319c3\",\"_type\":\"span\",\"marks\":[\"58d3cb92db83\"],\"text\":\"frequency\"},{\"_key\":\"6649e32d319c4\",\"_type\":\"span\",\"marks\":[],\"text\":\" considerations in mind, since these notifications are likely to feel more intrusive for customers. Wearable push notifications are an especially great tactic for Health and Wellness brands as many people use smart watches to track their workouts and fitness goals.\"}],\"markDefs\":[{\"_key\":\"139a435c81e2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/blog/intelligent-delivery-find-every-customers-optimal-moment/\"},{\"_key\":\"58d3cb92db83\",\"_type\":\"link\",\"href\":\"https://www.braze.com/perspectives/article/send-frequency-what-just-right-looks-like-vertical-by-vertical\"}],\"style\":\"normal\"},{\"_key\":\"e0e92d7673f1\",\"_type\":\"block\",\"children\":[{\"_key\":\"b45c928a25390\",\"_type\":\"span\",\"marks\":[\"ad3db68db458\"],\"text\":\"Live Activities\"}],\"markDefs\":[{\"_key\":\"ad3db68db458\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/platform_integration_guides/swift/live_activities/live_activities\"}],\"style\":\"h3\"},{\"_key\":\"aa2f43e6b581\",\"_type\":\"richImage\",\"alt\":\"three phones display a yachtr app and a steppington app\",\"asset\":{\"_ref\":\"image-c90cd323fe654655d787c9c4e0c3dc37985aaf9a-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"5ad96f286cf8\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8b7f6e5385e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"First debuted by Apple in 2022, Live Activities is one of the newest iterations of the ever-evolving, incredibly versatile push notification. Unlike traditional push notifications, Live Activities are persistent notifications on the iPhone or iPad lock screen that constantly update with new information.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d09ff7c3ad88\",\"_type\":\"block\",\"children\":[{\"_key\":\"40b019725f8f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Live Activities are handy for keeping mobile and tablet users updated in real time about things like the length of an in-progress workout session, the current score of a game as it’s happening, or the time remaining until the estimated arrival of a ride-sharing app driver. In the past, marketers might have sent multiple static mobile or tablet push updates throughout the steps involved in something like an eCommerce or takeout delivery, but now with dynamically updating Live Activities, users can see what’s happening in real time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"18c2a5483d31\",\"_type\":\"block\",\"children\":[{\"_key\":\"15ed31e068890\",\"_type\":\"span\",\"marks\":[\"68c1a3f910dc\"],\"text\":\"AR, VR, and Spatial Computing Push Notifications\"}],\"markDefs\":[{\"_key\":\"68c1a3f910dc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/building-braze-a-new-era-of-customer-engagement-braze-announces-visionos-support\"}],\"style\":\"h3\"},{\"_key\":\"0ca59071b7a4\",\"_type\":\"block\",\"children\":[{\"_key\":\"917ce7ccb8770\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s the dawn of a new era for push, with the arrival of the next frontier of this multifaceted channel: spatial computing. Spatial computing platforms like Apple’s first-ever 3D camera Vision Pro and companion operating system visionOS, which arrived on the scene in early 2024, build on earlier interactive technologies like \"},{\"_key\":\"917ce7ccb8771\",\"_type\":\"span\",\"marks\":[\"9abfe60f1341\"],\"text\":\"virtual reality\"},{\"_key\":\"917ce7ccb8772\",\"_type\":\"span\",\"marks\":[],\"text\":\" (VR) and \"},{\"_key\":\"917ce7ccb8773\",\"_type\":\"span\",\"marks\":[\"34538f53cbad\"],\"text\":\"augmented reality\"},{\"_key\":\"917ce7ccb8774\",\"_type\":\"span\",\"marks\":[],\"text\":\" (AR) capabilities.\"}],\"markDefs\":[{\"_key\":\"9abfe60f1341\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/prep-for-virtual-reality-marketing\"},{\"_key\":\"34538f53cbad\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/augmented-reality-marketing-pokemon-go\"}],\"style\":\"normal\"},{\"_key\":\"b4be8e7d702a\",\"_type\":\"block\",\"children\":[{\"_key\":\"d661aaa529cd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands with existing iOS apps can extend their digital experiences beyond mobile into the realm of spatial computing, either by developing Apple Vision-specific apps or leveraging current mobile apps that can be ported over to visionOS. Through the Braze customer engagement platform’s \"},{\"_key\":\"d661aaa529cd1\",\"_type\":\"span\",\"marks\":[\"7fefc0d97a8c\"],\"text\":\"Swift iOS SDK\"},{\"_key\":\"d661aaa529cd2\",\"_type\":\"span\",\"marks\":[],\"text\":\", brands can connect with audiences on Vision Pro devices in ways that are similar to how they engage with customers via their mobile devices, smart devices, tablets, and computers.\"}],\"markDefs\":[{\"_key\":\"7fefc0d97a8c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/platform_integration_guides/swift/initial_sdk_setup/overview\"}],\"style\":\"normal\"},{\"_key\":\"56e2ec845382\",\"_type\":\"block\",\"children\":[{\"_key\":\"c468fb5f58720\",\"_type\":\"span\",\"marks\":[],\"text\":\"While this is a comprehensive list of the different types of push notifications that can be sent across a range of devices, there are even more types of push notifications that vary by feature. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b50091b71111\",\"_type\":\"block\",\"children\":[{\"_key\":\"c4b0f3730c2d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push Lineup: When to Use Each Type of Push Notification\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5a0fabe460d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"96d71a524e000\",\"_type\":\"span\",\"marks\":[],\"text\":\"All types of push notifications are best for high-urgency, simple messages designed to push customers back to interacting with your brand’s website, app, in-person locations, content, or other touchpoints.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bcfc8b5e3628\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d130513ac0e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mobile push notifications:\"},{\"_key\":\"9d130513ac0e1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Use these to connect with smartphone users and get them to engage with your mobile app.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1218a75b325c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ff5bd1354360\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use case: Using a geofence, you can grab users’ attention when they’ve arrived at their hotel or once they’ve landed in a new country\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"45ce576ae194\",\"_type\":\"block\",\"children\":[{\"_key\":\"b247793d51100\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Web push notifications: \"},{\"_key\":\"b247793d51101\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use these to connect with website visitors who’ve opted into receiving updates from your brand. Like their mobile counterparts, these messages encourage users to engage with your brand even when they’re not actively visiting your website.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4dca15ce1d6d\",\"_type\":\"block\",\"children\":[{\"_key\":\"86ae2920b09e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use cases: Driving cart completions with alerts about price drops, back-in-stock or sales\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"471417b8aa27\",\"_type\":\"block\",\"children\":[{\"_key\":\"9646818b3edf0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Connected TV and device push notifications: \"},{\"_key\":\"9646818b3edf1\",\"_type\":\"span\",\"marks\":[],\"text\":\"These can be delivered in-device (via Connected TVs or smart devices directly) or via mobile or tablet-based push notifications to draw viewers back to watching your content and engage with your brand’s Connected TV or smart device app.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1d45135120b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"876a945b0a2a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use case: Let your viewers know the next episode is available or if a show they will want to watch is coming soon (so add to their watch list!)\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c3565cafc6c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"110a618579760\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Wearables push notifications: \"},{\"_key\":\"110a618579761\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use these more sparingly than mobile or web-based push notifications to send short, timely updates to users as they’re on the go. Remember, this isn’t the place to deliver overly complex campaigns.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0035628b88f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"b7fd466540170\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use cases: Great for workout progress or when a ride share is arriving\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb012197e4df\",\"_type\":\"block\",\"children\":[{\"_key\":\"576206415bae0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Live Activities: \"},{\"_key\":\"576206415bae1\",\"_type\":\"span\",\"marks\":[],\"text\":\"These are ideal for keeping customers in the loop as an event is taking place, such as a sports game, a delivery, a political debate, or pre-departure flight updates.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"96644e8e9f55\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c3fe37869e20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use case: Let users track their food delivery or ride share journey.\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d73b3f556f42\",\"_type\":\"block\",\"children\":[{\"_key\":\"57eec5d9b0c70\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"AR, VR, and spatial computing push notifications: \"},{\"_key\":\"57eec5d9b0c71\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use these messages to extend your brand’s presence on existing digital channels and engage with customers while they’re using AR, VR, or spatial computing devices.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"17b1ca3be66f\",\"_type\":\"block\",\"children\":[{\"_key\":\"5cf87df41c300\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use case: As gaming and entertaining are big on these devices, notify players a new game level is available\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8dbc9d98f69\",\"_type\":\"block\",\"children\":[{\"_key\":\"18a1fe8116350\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key Takeaway\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d2d34784c6b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"d21df1f66a050\",\"_type\":\"span\",\"marks\":[],\"text\":\"From mobile and web push notifications to innovative options like Live Activities and spatial computing notifications, each device offers unique opportunities to connect with users. By leveraging the right type of push notification for the right context—whether it's delivering timely updates on a sports game or engaging customers through augmented reality—brands can create impactful interactions that resonate with their audience.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/69501867dbeacd9b7481537a5161ccac5082b120-1200x800.png\",\"publishedDate\":\"2024-11-19T16:46:16.545Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-e4c271a49c098edb9dfb83e8cc1ca01b63cfa58b-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Get an overview of the most common types of push notifications, including mobile push, web push, wearables push, and more, and find out how and when to use each.\",\"pageTitle\":\"Understanding the Different Push Notification Devices\",\"slug\":{\"_type\":\"slug\",\"current\":\"different-push-notification-devices\"}},\"title\":\"Know Your Push: Understanding the Different Push Notification Devices and How to Use Each Effectively\"},{\"_id\":\"imported-craft-12235\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"1073af1deec9\",\"_type\":\"block\",\"children\":[{\"_key\":\"1073af1deec90\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’re living in a world that’s been reshaped by technology. 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