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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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gap-6 text-center text-black lg:flex-row"><div class="flex w-full flex-col gap-8 lg:flex-row"><div class="flex h-[64px] w-[176px] gap-8 rounded-lg border border-gray-200 bg-white p-2"><img alt="Divide By Zero" 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%2Fb4135c2574c981d9156015a142ffa92af7813969-250x159.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fb4135c2574c981d9156015a142ffa92af7813969-250x159.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fb4135c2574c981d9156015a142ffa92af7813969-250x159.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Divide By Zero</h2><div class="flex flex-col gap-3 md:flex-row"></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit md:flex-row"><a href="http://dividebyzero.com.au" 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 text-sm sm:w-fit">View Partner Website</a></div></div></div></div><div class="container py-24"><div class="flex flex-col gap-8 md:flex-row"><aside class="w-full shrink-0 grow-0 basis-full md:w-[280px] md:basis-[280px]"><div class="flex w-full flex-col gap-8 md:sticky md:top-24"><div class="flex flex-col gap-6 rounded-[12px] bg-gray-50 p-6"><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Verified Partner</h6><span class="w-fit rounded-xl 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We lead organisations through the various phases of their Martech journey, from visionary strategy creation to nimble implementation and seamless on-ground operational execution.</p></div></section></main></div></div><div class="container bg-gray-50 py-[50px] md:py-24"><div class="cards-slider overflow-hidden bg-gray-25 undefined"><div class="container flex flex-col gap-8 px-0 md:px-20"><div class="flex flex-col justify-between gap-6 md:flex-row md:items-center"><h1 class="z-10 text-display-md text-black md:text-display-lg">Related Content</h1><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 font-aribauGrotesk font-bold border border-gray-300 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-[40px] w-fit bg-gray-300 text-md text-black" 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Our findings indicate that just having scale does not always equate to optimal performance and that enterprises may encounter challenges such as siloed systems and resource constraints that can limit their marketing initiatives.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0bc5587b24dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a8eac8e6ff6\",\"_type\":\"span\",\"marks\":[],\"text\":\"To provide targeted insights, we’ve organized our findings into five key themes that highlight areas for improvement and growth for enterprise brands.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ac1e9ac79faa\",\"_type\":\"block\",\"children\":[{\"_key\":\"e720a2e50e37\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Structure and synchronization\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1efd6db22734\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b928c961bcd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Truly cohesive and impactful customer engagement doesn’t live in a vacuum. It exists at the intersection of marketing, product, data, and tech. That’s why cross-functional collaboration is critical, but enterprises are struggling to make that collaboration work. 69% of surveyed enterprise brands have siloed customer engagement in the marketing team vs 63% on average.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0611bed7c687\",\"_type\":\"block\",\"children\":[{\"_key\":\"eac379704ede\",\"_type\":\"span\",\"marks\":[],\"text\":\"Our data shows that only one surveyed enterprise organization reached the top performance category for cross-channel customer engagement ownership (Ace), compared to 3% overall. And 85% of enterprises sit in the lowest performance category (Activate), compared to an 82% overall average.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0140f33d35fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e10bf095d18\",\"_type\":\"span\",\"marks\":[],\"text\":\"More frequent cross-departmental synchronization could help ensure relevant teams feed into strategy and execution. Our top performers meet several times a week at least. However, the most common sync frequency in enterprises is monthly, and many only sync quarterly or annually.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c46d1370fb30\",\"_type\":\"block\",\"children\":[{\"_key\":\"6649695b8d66\",\"_type\":\"span\",\"marks\":[],\"text\":\"This lack of cross-team collaboration puts many enterprise marketers at a significant disadvantage, with reduced access to the product, data, and technical expertise they need to execute effectively.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"243f826ccc09\",\"_type\":\"block\",\"children\":[{\"_key\":\"cf7b632fea19\",\"_type\":\"span\",\"marks\":[],\"text\":\"Perhaps counterintuitively, given the siloed structure of customer engagement ownership in enterprises, they’re more likely than average to have a shared, cross-organizational definition of success for customer engagement. This shows that while strategic alignment exists in theory, the structure to support it in practice is lacking, probably due to sheer organizational complexity.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2904a7064ffd\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e8a97181c40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Take action on silos and synchronization\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0844f530ee1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"05b634f1b1d9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Align structure with strategy –\"},{\"_key\":\"ff2fa7e716fe\",\"_type\":\"span\",\"marks\":[],\"text\":\" Establish clear cross-departmental ownership of customer engagement. If that’s not possible, focus on enhancing communication and collaboration across teams.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f7fdfd800f05\",\"_type\":\"block\",\"children\":[{\"_key\":\"a42d60325fab\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Make regular syncs non-negotiable –\"},{\"_key\":\"fb738d8cc14a\",\"_type\":\"span\",\"marks\":[],\"text\":\" Aim for weekly coordination between marketing, product, data, and tech teams to align on campaign planning, execution, and insights.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2a9159322dae\",\"_type\":\"block\",\"children\":[{\"_key\":\"d46313aa70f2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Balance depth with efficiency\"},{\"_key\":\"2bd722178d4a\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Combine monthly deep-dive sessions with lighter, weekly check-ins to maintain momentum without overwhelming calendars.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2178fec6df81\",\"_type\":\"block\",\"children\":[{\"_key\":\"423bac4e25c2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Experimentation and evaluation\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f0fa3cdd256b\",\"_type\":\"block\",\"children\":[{\"_key\":\"c2997d010819\",\"_type\":\"span\",\"marks\":[],\"text\":\"Effective cross-channel engagement depends on continuous experimentation, testing what, when, where, and how you communicate. There are so many elements at play that can increase engagement, from channels and timing, to content and cadence.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f52a2783c1ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e1188d7b5e1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Enterprise organizations understand this well. 62% are in our highest performance category, with continuous, concurrent testing built into their strategy and outperforming the average of 57%.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"373b2d4988aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1405a6d6d42\",\"_type\":\"span\",\"marks\":[],\"text\":\"But it’s not all A/B testing and insightful experimentation. 40% of enterprise marketers say they’d like to experiment but can’t due to resource constraints, compared to an average of 32%. This could be due to restricted headcount, inefficient processes, or inadequate tooling. Whatever the cause, it’s preventing two-fifths of surveyed enterprise marketers from experimenting, refining, and improving the impact of their campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb790aa09103\",\"_type\":\"block\",\"children\":[{\"_key\":\"3bac8f30bc44\",\"_type\":\"span\",\"marks\":[],\"text\":\"Speaking of impact, enterprise KPIs are predictably skewed a little more towards financial metrics than the average. Customer lifetime value and operational expenditure are high on the agenda, showing enterprises are concerned about balancing the books and making a profit (who isn’t?). But revenue per campaign ranks lower as a priority KPI.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1bf9052c56db\",\"_type\":\"richImage\",\"alt\":\"a chart showing the average revenue per campaign\",\"asset\":{\"_ref\":\"image-682259282b377d7e9adc4d9df4442dfca12c32c0-2400x774-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"33ba840a466d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae9ef4ac656f\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s unlikely to reflect a lack of interest in revenue, but rather the complexity of accurate revenue attribution in such large organizations. With limited resources and less ready access to data expertise, enterprise marketers may focus on metrics that are easier to evidence.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"543fc2bd8f66\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c2f3674d10c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Given that resource constraints are already curbing enterprise marketers’ ambitions, it’s disappointing to see 15% of survey respondents are facing budget cuts in the next twelve months (higher than the 11% average). Could clearer links between customer engagement and revenue generation be the answer?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8f29d7a48a47\",\"_type\":\"block\",\"children\":[{\"_key\":\"70ee155a4d4c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Take action on experimentation and evaluation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"31da8664d3f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa8016a8bdd0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Streamline workflows to reduce resource load – \"},{\"_key\":\"79e307371eee\",\"_type\":\"span\",\"marks\":[],\"text\":\"Consolidate tools and automate manual processes to free up team capacity for experimentation (and other value-adding tasks)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9d3dbe762fe5\",\"_type\":\"block\",\"children\":[{\"_key\":\"4493b1c2bc7f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Start small –\"},{\"_key\":\"459c12fc7e0a\",\"_type\":\"span\",\"marks\":[],\"text\":\" Even small improvements are better than stagnating. Start small with quick-win A/B tests with minimal setup, like subject line variation, before building higher sophistication\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"551c890733da\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8ef628ef04a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Strengthen your reporting –\"},{\"_key\":\"e7ff80114f0f\",\"_type\":\"span\",\"marks\":[],\"text\":\" Partner with finance or data teams to improve attribution and demonstrate the financial value of your work, it could mean better buy-in and budget \"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2e68f7985c27\",\"_type\":\"block\",\"children\":[{\"_key\":\"7427609cf7dc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Data, segmentation, and execution\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"dcc4a70fd7b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"2bcab4fd7ef5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Enterprise organizations often have advanced tech stacks, but IT investment isn’t equally distributed. While big businesses outperform on performance measurement tools (more on this later) but they’re behind when it comes to cross-channel engagement tools.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"20e14b72f149\",\"_type\":\"block\",\"children\":[{\"_key\":\"afb0acbcbe72\",\"_type\":\"span\",\"marks\":[],\"text\":\"Most rely on multiple, channel-specific platforms to plan and execute their cross-channel campaigns. This is disjointed and inefficient, risking the customer experience and wasting valuable resources. Only 28% of enterprises use a single platform that automatically optimizes at the customer level which channel they hear from the company on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d958fbfeb974\",\"_type\":\"block\",\"children\":[{\"_key\":\"f1f69972c5c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This tech fragmentation is also reflected in how enterprises sort and use customer data. They’re:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0a9de0ae9478\",\"_type\":\"block\",\"children\":[{\"_key\":\"aeba1f961f1f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Less likely to combine customer data into a unified profile\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b08aad389b44\",\"_type\":\"block\",\"children\":[{\"_key\":\"ec29dbb5a9e5\",\"_type\":\"span\",\"marks\":[],\"text\":\"More likely to use basic segmentation, such as channel preference, instead of real-time behavioral data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dbfdcfc7edf0\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d3b77184c43\",\"_type\":\"span\",\"marks\":[],\"text\":\"That means communication may lack cohesion and miss the moment when a customer is most engaged, reducing conversion opportunities. Siloed point solutions and limited collaboration between marketing and data teams are likely culprits.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9c686bc84580\",\"_type\":\"block\",\"children\":[{\"_key\":\"b8beaaa7ede9\",\"_type\":\"span\",\"marks\":[],\"text\":\"That said, enterprises aren’t ignoring the power of enriched data. They are more likely to:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1a465fd65ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ec6c95deaf3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Augment customer data with third-party and zero-party data sources\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75ce5ef33878\",\"_type\":\"block\",\"children\":[{\"_key\":\"0dcedf67994f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Apply data modeling techniques to enhance segmentation\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2fcc05ca9352\",\"_type\":\"block\",\"children\":[{\"_key\":\"63bef4b41d98\",\"_type\":\"span\",\"marks\":[],\"text\":\"This suggests a willingness to go deep on data, but a struggle to make it usable in real-time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ba45f2d2a921\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e34b7635b71\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Take action on data, segmentation, and execution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a4d99c2e29a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"d63d7047d581\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Unify your data sources –\"},{\"_key\":\"c1b2a6644ed9\",\"_type\":\"span\",\"marks\":[],\"text\":\" Integrate disparate data sources to form a comprehensive, unified customer profile that enables you to deliver cohesive and timely communications.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9cf16551adf0\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9aa4c7006dc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Move beyond basic segmentation –\"},{\"_key\":\"d0c5c4da7f01\",\"_type\":\"span\",\"marks\":[],\"text\":\" Utilize real-time behavioral data and advanced data modeling techniques to create more precise and dynamic customer segments\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0be8d153ca38\",\"_type\":\"block\",\"children\":[{\"_key\":\"bda409605206\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Foster marketing and data team synergy –\"},{\"_key\":\"b5e85f3decf6\",\"_type\":\"span\",\"marks\":[],\"text\":\" Partner with data teams to break down silos, better utilize enriched data, and develop strategies that are both data-driven and customer-centric.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50565065fe8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"219b839ffdf5\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personalization and emotional resonance\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6aaac608b598\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9b34d3037f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"On the personalization front, enterprises score slightly higher on most of the techniques in our survey, from send-time optimization to leveraging past customer behavior like viewed or purchased items. They’re also above average for scalable, tech-driven approaches, particularly:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b6ff0eb79582\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5bdb9ae71fc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Send-time optimization\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f333685fb3a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"31395a4f10e5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dynamic customer context pulled via APIs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75afb726e1af\",\"_type\":\"block\",\"children\":[{\"_key\":\"37b077d33df8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Targeted, personalized web and app content\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a57a3d19bd1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8645407c39e5\",\"_type\":\"span\",\"marks\":[],\"text\":\"These approaches are mostly automated and don’t require significant manual input, which suggests that some enterprises have more tech than teams at their disposal when it comes to resources. But it’s impossible to tell whether that’s because of strategic intent or financial constraints.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cc55029903f1\",\"_type\":\"block\",\"children\":[{\"_key\":\"986c747ef4a6\",\"_type\":\"span\",\"marks\":[],\"text\":\"This tech preference is also reflected in how enterprises address emotional resonance, where we find another interesting divide. While 85% of organizations are at least somewhat concerned about emotional impact, only 78% of surveyed enterprise marketers are.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ced21893e5a2\",\"_type\":\"block\",\"children\":[{\"_key\":\"f08e25d166c4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Whether that’s a sign of confidence or a lower prioritization is unclear, but when enterprises do try to enhance emotional impact, they’re more inclined towards tech-based tactics like:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b905de7f5ff8\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea26131773ae\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalizing messages based on customer data and channel preferences\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"014752b4ae55\",\"_type\":\"block\",\"children\":[{\"_key\":\"2eca8e22a83a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Capitalizing on time-sensitivity or timing using technology\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"40bd01c08657\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c4ad0948bda\",\"_type\":\"span\",\"marks\":[],\"text\":\"Adjusting messages received in a flow based on how each individual engages\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"929925f2c21a\",\"_type\":\"richImage\",\"alt\":\"a chart showing the percentage of tech-driven and content-driven enterprises\",\"asset\":{\"_ref\":\"image-ca146b8c28e90e441f3a0608f7b4b42e9c13bab2-2400x774-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"ae9284484e66\",\"_type\":\"block\",\"children\":[{\"_key\":\"af8527ee6ee1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The top tech-based tactics are as follows:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f8c0b46b4a99\",\"_type\":\"block\",\"children\":[{\"_key\":\"83040930f3ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"Time sensitivity 41%\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9b944443b749\",\"_type\":\"block\",\"children\":[{\"_key\":\"fadc5a8df377\",\"_type\":\"span\",\"marks\":[],\"text\":\"Channel personalization 40%\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2414deb5462c\",\"_type\":\"block\",\"children\":[{\"_key\":\"cca55669be98\",\"_type\":\"span\",\"marks\":[],\"text\":\"Auto flow adjustments 39%\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"42fe2db2745e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3012bfccad7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Whereas the top content-based tactics are:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"787363f0be51\",\"_type\":\"block\",\"children\":[{\"_key\":\"24023f26bf3f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Community focus 38%\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d0d5460f682e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f81a811e4020\",\"_type\":\"span\",\"marks\":[],\"text\":\"Humour and pop culture 38%\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e36a7d17b295\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7655ca8a814\",\"_type\":\"span\",\"marks\":[],\"text\":\"Social proof 37%\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f3c7ed9b0a29\",\"_type\":\"block\",\"children\":[{\"_key\":\"d10fbd1f082e\",\"_type\":\"span\",\"marks\":[],\"text\":\"While effective, these techniques can equally be applied to a single channel as a cross-channel campaign, so the data reveals little about overall cohesion.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cacac173dc44\",\"_type\":\"block\",\"children\":[{\"_key\":\"34e40b753b0e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Take action on personalization and emotional resonance\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"291615705ea6\",\"_type\":\"block\",\"children\":[{\"_key\":\"9877181f511b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Balance automation with creativity – \"},{\"_key\":\"1ed79966b30c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pair tech-driven personalization with human-centered content for scalable content that still resonates emotionally with your audience\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"91913a05eda7\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e4abe4a9659\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Design for moments, not metrics \"},{\"_key\":\"7b721b3bb0ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"– Go beyond timing and channel optimization by building campaigns around customer journeys, high-influence touchpoints, and real-time engagement\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"070d84b4b5a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"e888eae99336\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Performance measurement and campaign adjustments\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e6c460fab49f\",\"_type\":\"block\",\"children\":[{\"_key\":\"120918a1c346\",\"_type\":\"span\",\"marks\":[],\"text\":\"Enterprises are strong when it comes to measuring the performance of their customer engagement efforts. They export performance data into business intelligence platforms, use advanced tools to determine efficient or high-value successes, and sync performance feedback with insights from other platforms at a higher rate than average.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"95cd66be892b\",\"_type\":\"block\",\"children\":[{\"_key\":\"303c55ada77d\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, they’re less effective at using that data to inform future campaigns or adjust ones that are already live. 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Whatever the cause, it limits enterprises' ability to turn insight into action.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fda9fc35e685\",\"_type\":\"block\",\"children\":[{\"_key\":\"40cad7b0c428\",\"_type\":\"span\",\"marks\":[],\"text\":\"A unified campaign platform that brings planning, data, and execution together could make it far easier to respond quickly to what’s working and what’s not.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6c0249fcb081\",\"_type\":\"block\",\"children\":[{\"_key\":\"16db19c97171\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Take action on performance measurement and campaign adjustments\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"655876ce363d\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a73c8c77510\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Empower marketers to use live data\"},{\"_key\":\"164d8ecf42ba\",\"_type\":\"span\",\"marks\":[],\"text\":\" – A customer engagement platform streams live data from every channel – and can automate decision-making, letting marketers act on real-time insights without needing external data expertise\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab276a81152f\",\"_type\":\"block\",\"children\":[{\"_key\":\"1718961b8ab8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Make performance reviews more than a nice-to-have\"},{\"_key\":\"941a076f7968\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Ensure new campaign planning kicks off by reviewing what worked – and what didn’t – previously\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"21f4c61bcec3\",\"_type\":\"block\",\"children\":[{\"_key\":\"0769c09e1edd\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Create cross-functional ownership \"},{\"_key\":\"ec23a3e4e769\",\"_type\":\"span\",\"marks\":[],\"text\":\"– As before, bring marketing, product, data, and tech teams together to combine expertise for more effective strategy and execution.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7dad60d28658\",\"_type\":\"block\",\"children\":[{\"_key\":\"25b98de6c27d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts: Many challenges, one solution\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"baf7608cbb74\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb6a081fa5ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"Enterprise organizations face a unique and sometimes surprising set of challenges in customer engagement. Despite seeming tech and resource rich at face value, they’re often held back by structural silos, uneven tech priorities, and resource constraints. Scale simply does not equal seamless when it comes to the cross-channel customer experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f6fd2906b5f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7f19d74e36d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Fortunately, these barriers can be broken down with a relatively low investment in a dedicated customer engagement platform, to empower cross-functional teams to work effectively and efficiently together.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"30029554ed54\",\"_type\":\"block\",\"children\":[{\"_key\":\"998de68c98ce\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Dismantle silos\"},{\"_key\":\"0bbd6e0d3716\",\"_type\":\"span\",\"marks\":[],\"text\":\" — Centralize data sources and campaign execution on one platform to support true cross-functional ownership and collaboration\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"48d96cda1361\",\"_type\":\"block\",\"children\":[{\"_key\":\"33af17eb98ca\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Simplify your tech stack\"},{\"_key\":\"61c0a12ce8c1\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Eradicate legacy point solutions for each channel, to increase efficiency and cohesion in cross-channel campaigns\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"276bfd87ecd2\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa038c5d6b67\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Reduce resource constraints\"},{\"_key\":\"2ae8c721ee8b\",\"_type\":\"span\",\"marks\":[],\"text\":\" — Streamline workflows and increase your capacity without adding extra headcount\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7b388bfc27ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"76db3a363a73\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Perfect your personalization\"},{\"_key\":\"4edba2471409\",\"_type\":\"span\",\"marks\":[],\"text\":\" — Use easy, logic-driven customer journey builders paired with live, real-time engagement data to deliver more relevant experiences\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ae1fbe932780\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b4ff3849c28\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Enable experimentation\"},{\"_key\":\"5c2142b4a9bd\",\"_type\":\"span\",\"marks\":[],\"text\":\" — Leverage built-in A/B and multivariate testing tools to mobilise experiments fast, so you can test, learn, and optimize continuously\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bf47b04d1a37\",\"_type\":\"block\",\"children\":[{\"_key\":\"eb7800bd052b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Automate in-flight optimizations\"},{\"_key\":\"70eb6a1a6957\",\"_type\":\"span\",\"marks\":[],\"text\":\" — Automatically adjust campaigns in real time based on performance, shifting users to their most effective variant without manual intervention\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"43d645100aad\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6c0c0dd0f01\",\"_type\":\"span\",\"marks\":[],\"text\":\"This unified approach streamlines campaigns and creates more engaging customer journeys, driving higher conversion rates and, ultimately, revenue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28ddd0b91230\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff84f49b3064\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Learn more about how Braze supports enterprise businesses and their unique challenges by reaching out to \"},{\"_key\":\"d2e03e0d7825\",\"_type\":\"span\",\"marks\":[\"78e3b0ccc174\",\"strong\"],\"text\":\"our team\"},{\"_key\":\"2d564dfdbee3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"78e3b0ccc174\",\"_type\":\"link\",\"href\":\"https://www.braze.com/get-started\"}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/752126dcf94da31bdf293610a8a42763c861421d-3840x2160.png\",\"publishedDate\":\"2025-09-09T08:56:59.267Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-24431b593b64ac6b676c25774898014af746208a-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Discover how to master customer engagement at enterprise scale with Braze, we will share what works, what doesn't work, and how to fix it.\",\"pageTitle\":\"Customer engagement at enterprise scale: What works, what doesn’t, and how to fix it\",\"slug\":{\"_type\":\"slug\",\"current\":\"customer-engagement-at-enterprise-scale\"}},\"title\":\"Customer engagement at enterprise scale: What works, what doesn’t, and how to fix it\"},{\"_id\":\"cb50c0ba-d3af-4ce2-a3ec-89252223f30f\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"29f79e3b1a2d\",\"_type\":\"block\",\"children\":[{\"_key\":\"94948ae5a07a\",\"_type\":\"span\",\"marks\":[],\"text\":\"As a leading customer engagement platform, Braze sets the standard for brands to Be Absolutely Engaging™. From the beginning, Braze has believed in leading the new frontier of customer engagement technology. Our recent acquisition of the AI decisioning start-up OfferFit is our next chapter in that commitment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aa0b960885ec\",\"_type\":\"block\",\"children\":[{\"_key\":\"89fdb92d020b\",\"_type\":\"span\",\"marks\":[],\"text\":\"On the heels of the acquisition, Braze VP of Product Marketing Kelsey Nelson interviewed OfferFit cofounder George Khachatryan for the webinar, \"},{\"_key\":\"d5bc5bb51132\",\"_type\":\"span\",\"marks\":[\"0e34cafbc304\",\"em\"],\"text\":\"How AI decisioning unlocks personalization at scale\"},{\"_key\":\"59302afff2c0\",\"_type\":\"span\",\"marks\":[],\"text\":\". With so many marketers in attendance, we had excellent, detailed questions about how AI decisioning works, how brands can get started, and how to track campaign analytics.\"}],\"markDefs\":[{\"_key\":\"0e34cafbc304\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/webinars-and-events/offerfit-personalization-at-scale\"}],\"style\":\"normal\"},{\"_key\":\"e18d78202337\",\"_type\":\"block\",\"children\":[{\"_key\":\"172e81864b82\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are a few highlights from the Q\u0026A session:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"475a42088676\",\"_type\":\"block\",\"children\":[{\"_key\":\"b358e414a45a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"QUESTION: Any advice on creating a compelling case for internal buy-in that shows the potential for AI decisioning?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a49c8fe868a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f92d5b1a739\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are two main components to consider when creating internal buy-in. First, AI decisioning is a cross-functional operation. It requires support from functions across the organization, and everyone will have different perspectives on what to do and how to do it. Bringing them together early and including everyone from the beginning will help all the stakeholders feel a sense of ownership.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1c5215a445b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf95c1097365\",\"_type\":\"span\",\"marks\":[],\"text\":\"The second aspect to consider is education. AI decisioning is complex, and everyone involved will need to learn the hows and whys to really understand the value of 1:1 personalization driven by reinforcement learning.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6cc169a6b5be\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4f557bc672e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"QUESTION: When choosing a winning outcome, the more variables there are, the more complexity there is. How is AI decisioning picking winners?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"44f0eedf4790\",\"_type\":\"block\",\"children\":[{\"_key\":\"014d6102e133\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is a really good question that requires a bit of context first. Reinforcement learning is a broad category with many subtypes, with the simplest being multi-armed bandits.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"31d0ae24d829\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ab407964978\",\"_type\":\"span\",\"marks\":[],\"text\":\"A multi-armed bandit is like a smart A/B test, which starts by choosing randomly from the options it’s given. As the agent learns, it progressively allocates traffic to the options that are performing best. Multi-armed bandits are simple and they don’t personalize, but it’s still better than A/B testing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"74211eec7063\",\"_type\":\"block\",\"children\":[{\"_key\":\"77159a43a06b\",\"_type\":\"span\",\"marks\":[],\"text\":\"OfferFit’s AI decisioning relies on a more advanced type of reinforcement learning called contextual bandits. Instead of simply finding the overall winner like a multi-armed bandit, a contextual bandit finds the optimal choice for each individual. It can take into account hundreds of customer characteristics, and it learns the best action to take as a function of those characteristics. Then it progressively learns and optimizes. Even with a large set of variables, the contextual bandits are able to understand each customer and the options that perform best for that customer.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e2259a0cfa95\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b08c8b19288\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s an example of how contextual bandits perform in the real world. OfferFit worked with one North American bank with over $10 billion in revenue to optimize business credit card referrals. Their marketing team knew that even a single new business account is incredibly valuable and an increase in conversions would translate into significant revenue gains. They’d already conducted extensive manual testing and worked with consultants to optimize their messaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dd3847026f83\",\"_type\":\"block\",\"children\":[{\"_key\":\"30ad748d659f\",\"_type\":\"span\",\"marks\":[],\"text\":\"But options that work best for the population as a whole don’t necessarily work for individual customers. For example, more frequent emails may mean more conversions, but they also increase unsubscribes. Contextual bandits learned which customers respond better to more frequent communication, allowing marketers to make 1:1 decisions. By leveraging reinforcement learning, marketers increased their conversion rate by 92% over the business as usual approach which resulted in $16 million in annualized value.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"adc5d4532683\",\"_type\":\"block\",\"children\":[{\"_key\":\"18afd99fc142\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"QUESTION: How are campaign analytics tracked if customers are receiving 1:1 communications?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7e9100b2ebaf\",\"_type\":\"block\",\"children\":[{\"_key\":\"ba6fb9b20303\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI decisioning gives multiple layers of insights. The first question we need to answer is “is it working?” In other words, what are the KPIs we’re trying to maximize and how are the agents working toward reaching those metrics?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"557a256ab622\",\"_type\":\"block\",\"children\":[{\"_key\":\"557d6da3c64d\",\"_type\":\"span\",\"marks\":[],\"text\":\"To answer this question, we set up a randomized controlled trial. We then divide customers into two groups: A treatment group receiving personalized communications chosen by the AI decisioning agents and a control group receiving “business as usual” communications. We can then measure the uplift of the treatment group against the control group to see the impact on our top-level KPI.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e428a981f107\",\"_type\":\"block\",\"children\":[{\"_key\":\"ba51e3ceb576\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s say we want to maximize revenue with a goal to increase revenue off campaigns. We obviously want to know if we’re hitting that target, but then we also want to understand how revenue is tied to conversions, send times, channel settings, and more. Once we’ve established we’re seeing revenue uplift, there’s so much more we can understand and optimize.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"25c7c3b432a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bd855a61dce\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"QUESTION: How do you create and implement guardrails around AI decisioning within the action bank?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"aa0160f3fcb8\",\"_type\":\"block\",\"children\":[{\"_key\":\"1ab0abaefd8e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Guardrails are restrictions on which choices from the action bank an AI decisioning agent is allowed to make. For example, you might have a guardrail that says that if you're sending an email at a certain time of day, that can't happen on certain days of the week. Or maybe customers in a handful of states can’t receive a certain promotion. The guardrails would exclude them from marketing sends.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"887f5bfcd7aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"e15f5883e141\",\"_type\":\"span\",\"marks\":[],\"text\":\"Think of a guardrail as a restriction on which actions can be chosen as a function of customer characteristics and other actions that you've chosen for that customer. Our AI Expert Services team helps marketers optimize the guardrails in a way that doesn’t compromise the performance of the AI agents.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8c5e56dd4bb4\",\"_type\":\"block\",\"children\":[{\"_key\":\"744e50fff0ae\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"QUESTION: Which industries or types of brands are best positioned to find success with OfferFit by Braze?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"33b0ce507d9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"6fd6ad474b75\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI decisioning can be broadly implemented across industries. It’s not necessarily the industry that’s important so much as it is the lifecycle marketer’s business model that correlates with strong adoption. But companies with subscription models or a strong repurchase/replenishment cycle will see meaningful impact for the business with AI decisioning.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"973130b320cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"97aea206199a\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s why we’ve historically seen AI decisioning have a strong impact in industries like financial services, telecommunications, retail, restaurants, as well as media and entertainment. These are the industries with a financial incentive to invest their time and resources into building strong, personalized relationships with customers. Those continued relationships correlate to meaningful business impacts, which means marketers are laser-focused on optimizing every aspect of their customer campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"74a183507a54\",\"_type\":\"block\",\"children\":[{\"_key\":\"1169c6fd13f6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"QUESTION: How does AI decisioning behave with new customers or when brands have low data volume?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9adef9fc46bc\",\"_type\":\"block\",\"children\":[{\"_key\":\"f9bf8ed2fb10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Obviously, the more customer data you have, the better you’ll be able to personalize every interaction. That said, even with limited data, you can still get a lot of value.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"63433c1c2e96\",\"_type\":\"block\",\"children\":[{\"_key\":\"984af2582e23\",\"_type\":\"span\",\"marks\":[],\"text\":\"We have one customer in the restaurant industry who uses AI decisioning to encourage people to make their first three purchases through the loyalty program after that customer has downloaded the restaurant’s app. In those instances, you don’t have much information, but you have device data, geography, and maybe some zero-party survey data that indicates a customer’s culinary interests.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6148a0270202\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a620ff3c77f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Marketers can also understand how customers are browsing the app, so they still have limited data points to start with. Once they make that first purchase, the AI starts to learn and the agent can already start learning and personalizing through the customer’s second purchase.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2ee8bdbcc6b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc0403283009\",\"_type\":\"span\",\"marks\":[],\"text\":\"Obviously, the richer the data, the more juice you can squeeze. But don’t underestimate what can be done through even a handful of data points.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4544faf5fbe2\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2fc81e87972\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"QUESTION: How do generative AI and AI decisioning work together?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1bacc0885dfe\",\"_type\":\"block\",\"children\":[{\"_key\":\"e19fce0585aa\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are two major bottlenecks standing in the way of true 1:1 personalization: Creative and experimentation. In order to send the right message to every individual, you need a large library of content. Of course even if you have this wonderful content library, marketers still need to learn which messages are best for every individual. And that requires experimentation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"141917bb1c58\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e25e52f4d91\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI decisioning solves the experimentation bottleneck while generative AI helps solve the content bottleneck. We think of them as complementary technologies.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"96e622cdc416\",\"_type\":\"block\",\"children\":[{\"_key\":\"00d15e75bdde\",\"_type\":\"span\",\"marks\":[],\"text\":\"One way you can see that is through Braze and the addition of generative AI into the customer engagement platform. Braze makes it easier for marketers to create more content, then there’s the OfferFit by Braze decisioning layer that allows marketers to autonomously send that content to the right customer.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5e685d8212bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"c02605973819\",\"_type\":\"span\",\"marks\":[],\"text\":\"Say a marketer needs five emails with five different CTAs, five different subject lines, and any number of options for body content. Generative AI is building out that content quickly while AI decisioning is using customer profiles, experimentation, and reinforcement learning to offer the most personalized experience for every customer even down to the send time and day of the week. Generative AI and AI decisioning work together to streamline every marketer’s process and drive better results.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7600ea090f5a\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"36d00a8cd34f\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Watch now\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/webinars-and-events/offerfit-personalization-at-scale\"}}],\"body\":[{\"_key\":\"08bbb6a6d0b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"fe8ca09c590d\",\"_type\":\"span\",\"marks\":[],\"text\":\"The questions here only cover a small portion of what Kelsey and George covered. If you’re interested in the whole conversation, including an interview with Anthony O’Byrne from Kayo Sports on how one of Australia’s leading streaming brands achieves 1:1 personalization, watch the webinar replay today.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"heading\":\"Want to learn more?\"},{\"_key\":\"1a6eddfa73bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"7002405b643c\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\n\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/c6a63507856865120cae608db2a4a7e34bc35101-3840x2160.png\",\"publishedDate\":\"2025-07-01T07:00:00.000Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-1dba90a973369248ded2d37bce422eb96caef0b7-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"From the beginning, Braze has believed in leading the new frontier of customer engagement technology. Our recent acquisition of the AI decisioning start-up OfferFit is our next chapter in that commitment. Read on to learn more about AI decisioning and what it can mean for customer engagement.\",\"pageTitle\":\"Introducing OfferFit by Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"offerfit-ai-decisioning-webinar-questions\"}},\"title\":\"Introducing OfferFit by Braze: Answering burning questions\"},{\"_id\":\"imported-craft-1027954\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"3e368ee13a62\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e368ee13a620\",\"_type\":\"span\",\"marks\":[],\"text\":\"In recent years, the consumer packaged goods (CPG) industry has experienced many rapid changes. From \"},{\"_key\":\"3e368ee13a621\",\"_type\":\"span\",\"marks\":[\"246ea6e798e8\"],\"text\":\"rising costs of operating\"},{\"_key\":\"3e368ee13a622\",\"_type\":\"span\",\"marks\":[],\"text\":\" to \"},{\"_key\":\"3e368ee13a623\",\"_type\":\"span\",\"marks\":[\"58e2bfada973\"],\"text\":\"supply chain issues\"},{\"_key\":\"3e368ee13a624\",\"_type\":\"span\",\"marks\":[],\"text\":\", brands in the CPG industry are facing challenges at every turn. This makes maintaining market share difficult, especially as price increases cause consumers to rethink their purchases.\"}],\"markDefs\":[{\"_key\":\"246ea6e798e8\",\"_type\":\"link\",\"href\":\"https://www.pymnts.com/news/retail/2024/persuadable-shoppers-strain-under-burden-of-ongoing-cpg-price-hikes/\"},{\"_key\":\"58e2bfada973\",\"_type\":\"link\",\"href\":\"https://www.fooddive.com/news/supply-issues-cpg-company-concern-reformulation-june-2022/627437/\"}],\"style\":\"normal\"},{\"_key\":\"fc2dd814fce0\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc2dd814fce00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Yet the CPG industry does have a key asset to regain its momentum: Their brands remain some of the strongest and most recognizable in the world. However, \"},{\"_key\":\"fc2dd814fce01\",\"_type\":\"span\",\"marks\":[\"4b47787c58aa\"],\"text\":\"with only 48% of companies in the space growing\"},{\"_key\":\"fc2dd814fce02\",\"_type\":\"span\",\"marks\":[],\"text\":\" due to these challenging conditions, how can CPG brands lean into the craft of customer engagement to recapture the growth agenda for the rest of 2024?\"}],\"markDefs\":[{\"_key\":\"4b47787c58aa\",\"_type\":\"link\",\"href\":\"https://kantar.turtl.co/story/brand-footprint-2023-p/page/2/2\"}],\"style\":\"normal\"},{\"_key\":\"a29930468aca\",\"_type\":\"block\",\"children\":[{\"_key\":\"a29930468aca0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The simple answer is that brands in the CPG industry need to build more meaningful relationships with their consumers to differentiate their value and drive purchases in the current tough environment. To help CPG brands succeed, let’s first take a look at three of the most common challenges and how you can address them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f9384b3bda30\",\"_type\":\"block\",\"children\":[{\"_key\":\"f9384b3bda300\",\"_type\":\"span\",\"marks\":[],\"text\":\"Three challenges brands in the CPG industry are facing\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"025b0603a007\",\"_type\":\"block\",\"children\":[{\"_key\":\"025b0603a0070\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Challenge: Going direct to consumers to know them better\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2f99aa9a6476\",\"_type\":\"block\",\"children\":[{\"_key\":\"2f99aa9a64760\",\"_type\":\"span\",\"marks\":[],\"text\":\"Traditionally, it’s been the retailers that have owned the customer relationships and orchestrated data to drive up spend. However, against an increasingly digital backdrop, CPG brands are building their own relationships that help them to stay top of mind for consumers and keep their market share across an increasingly complex set of journeys. As \"},{\"_key\":\"2f99aa9a64761\",\"_type\":\"span\",\"marks\":[\"c007f4985a5e\"],\"text\":\"online grocery spend\"},{\"_key\":\"2f99aa9a64762\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"2f99aa9a64763\",\"_type\":\"span\",\"marks\":[\"133e33737e71\"],\"text\":\"D2C channels\"},{\"_key\":\"2f99aa9a64764\",\"_type\":\"span\",\"marks\":[],\"text\":\" are set to grow, and \"},{\"_key\":\"2f99aa9a64765\",\"_type\":\"span\",\"marks\":[\"d7cce3dfd90a\"],\"text\":\"consumers are telling us they plan to shop online for products they used to buy in-store, in more categories\"},{\"_key\":\"2f99aa9a64766\",\"_type\":\"span\",\"marks\":[],\"text\":\", the importance of online channels for purchase journeys isn’t going away.\"}],\"markDefs\":[{\"_key\":\"c007f4985a5e\",\"_type\":\"link\",\"href\":\"https://www.emarketer.com/content/rise-of-grocery-brings-fundamental-shift-ecommerce-landscape\"},{\"_key\":\"133e33737e71\",\"_type\":\"link\",\"href\":\"https://www.publicissapient.com/industries/consumer-products/total-commerce/cpg-dtc-unlocking-value\"},{\"_key\":\"d7cce3dfd90a\",\"_type\":\"link\",\"href\":\"https://www.ey.com/en_gl/industries/consumer-products/cpg-retail-and-consumers-see-a-changing-dynamic\"}],\"style\":\"normal\"},{\"_key\":\"f8461179bb19\",\"_type\":\"block\",\"children\":[{\"_key\":\"f8461179bb190\",\"_type\":\"span\",\"marks\":[],\"text\":\"In this landscape, being able to create the relationship and gather the resulting first-party data to better understand and influence your individual customers' buying habits and preferences, even if they end in-store, is a key capability for CPG brands.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cc8a3ffe9a67\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc8a3ffe9a670\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Challenge: Meeting rising consumer expectations of personalized and cross-channel purchase journeys\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d63358649659\",\"_type\":\"block\",\"children\":[{\"_key\":\"d633586496590\",\"_type\":\"span\",\"marks\":[],\"text\":\"CPG brands are prioritizing the task of meeting consumers' demand for personalized and coherent shopping experiences. As consumers are increasingly shopping across more channels, their expectations for \"},{\"_key\":\"d633586496591\",\"_type\":\"span\",\"marks\":[\"b89f80721e0b\"],\"text\":\"seamless experiences as they move from digital to physical channels\"},{\"_key\":\"d633586496592\",\"_type\":\"span\",\"marks\":[],\"text\":\" and back again are rising. This is putting pressure on CPG brands to truly tailor their messaging in order to tackle the challenges currently blocking these joined-up journeys: First, by bringing together offline and online data to create a true profile, as described above, and then by acting on this data to add relevance and delivering the messaging across a wider array of touchpoints.\"}],\"markDefs\":[{\"_key\":\"b89f80721e0b\",\"_type\":\"link\",\"href\":\"https://www.vml.com/insight/the-future-shopper-report-2023\"}],\"style\":\"normal\"},{\"_key\":\"eaff03fc4c2b\",\"_type\":\"block\",\"children\":[{\"_key\":\"eaff03fc4c2b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, the industry is lagging when it comes to \"},{\"_key\":\"eaff03fc4c2b1\",\"_type\":\"span\",\"marks\":[\"fdce628ddc7d\"],\"text\":\"integrating data sources for campaign planning and reliance on single-channel solutions\"},{\"_key\":\"eaff03fc4c2b2\",\"_type\":\"span\",\"marks\":[],\"text\":\", something that raises the risk that they end up delivering irrelevant experiences, something that can alienate customers. Meeting consumer’s personalization expectations requires the right data, orchestration, and channel capabilities to successfully bridge the online/offline divide.\"}],\"markDefs\":[{\"_key\":\"fdce628ddc7d\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-902051\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"7bb50f64bb94\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bb50f64bb940\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Challenge: Building brand storytelling that’s worth paying for\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9983c9140f6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"9983c9140f6a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"As CPG prices have risen across categories, consumers have started rethinking their choices and opted for generic versions instead of \"},{\"_key\":\"9983c9140f6a1\",\"_type\":\"span\",\"marks\":[\"6092f9ad81bd\"],\"text\":\"branded goods\"},{\"_key\":\"9983c9140f6a2\",\"_type\":\"span\",\"marks\":[],\"text\":\", with \"},{\"_key\":\"9983c9140f6a3\",\"_type\":\"span\",\"marks\":[\"11538b2e32e0\"],\"text\":\"41% having switched already\"},{\"_key\":\"9983c9140f6a4\",\"_type\":\"span\",\"marks\":[],\"text\":\". This has left many CPG brands asking how they can reestablish consumer willingness to pay a premium for their brands. After all, the ways that consumers perceive the value of CPG brands are key, \"},{\"_key\":\"9983c9140f6a5\",\"_type\":\"span\",\"marks\":[\"8c015696fe3a\"],\"text\":\"especially as consumers are becoming more\"},{\"_key\":\"9983c9140f6a6\",\"_type\":\"span\",\"marks\":[],\"text\":\" price-sensitive.\"}],\"markDefs\":[{\"_key\":\"6092f9ad81bd\",\"_type\":\"link\",\"href\":\"https://www.reuters.com/world/uk/uk-supermarket-own-label-sales-growing-twice-fast-branded-goods-niq-2023-05-31/\"},{\"_key\":\"11538b2e32e0\",\"_type\":\"link\",\"href\":\"https://www.ey.com/en_gl/industries/consumer-products/cpg-retail-and-consumers-see-a-changing-dynamic\"},{\"_key\":\"8c015696fe3a\",\"_type\":\"link\",\"href\":\"https://www.ey.com/en_gl/industries/consumer-products/cpg-retail-and-consumers-see-a-changing-dynamic\"}],\"style\":\"normal\"},{\"_key\":\"b2a4cf784ccc\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2a4cf784ccc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Additionally, many consumers choose brands that align with their values, whether that's focused on \"},{\"_key\":\"b2a4cf784ccc1\",\"_type\":\"span\",\"marks\":[\"7ad3086d2364\"],\"text\":\"ethics, inclusion\"},{\"_key\":\"b2a4cf784ccc2\",\"_type\":\"span\",\"marks\":[],\"text\":\", or \"},{\"_key\":\"b2a4cf784ccc3\",\"_type\":\"span\",\"marks\":[\"3f37fa6a9be2\"],\"text\":\"sustainability\"},{\"_key\":\"b2a4cf784ccc4\",\"_type\":\"span\",\"marks\":[],\"text\":\". Getting this right can be tricky and brands must live up to their values or risk alienating customers who are quick to see through fluff.\"}],\"markDefs\":[{\"_key\":\"7ad3086d2364\",\"_type\":\"link\",\"href\":\"https://www.gfk.com/blog/purpose-driven-brands-lead-on-business-performance-gfk-blog\"},{\"_key\":\"3f37fa6a9be2\",\"_type\":\"link\",\"href\":\"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/the-world-of-ands-consumers-set-the-tone\"}],\"style\":\"normal\"},{\"_key\":\"1308b10b07d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"1308b10b07d20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Taken together, this makes clear that CPG brands need to deliver messaging that showcases both their value and values with consumers—in an authentic way—to drive purchases. This requires CPG brands to be able to get their message in front of consumers on the channel of their choosing but also, crucially, at the right moment. That, in turn, means responding to customer behavior when it matters and delivering messaging that is memorable enough to drive actions for their purchase decision.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e4bc949d56e\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e4bc949d56e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How customer engagement can solve these challenges across the purchase journey.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f4fb55f10a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"5f4fb55f10a60\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Acquisition: Building the base across paid and owned channels with the first-party imperative\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b9136230f826\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9136230f8260\",\"_type\":\"span\",\"marks\":[],\"text\":\"As set out above, direct relationships have not been a priority for CPG brands historically; instead, they focused on building impactful brands that won on the physical shelf. This has changed. \"},{\"_key\":\"b9136230f8261\",\"_type\":\"span\",\"marks\":[\"aa1496ec274f\"],\"text\":\"CPG brands are realizing the benefits of owning their own first- and zero-party data\"},{\"_key\":\"b9136230f8262\",\"_type\":\"span\",\"marks\":[],\"text\":\". One of the big benefits is putting this data to work to boost media and acquisition efforts.\"}],\"markDefs\":[{\"_key\":\"aa1496ec274f\",\"_type\":\"link\",\"href\":\"https://www.adweek.com/programmatic/how-pepsico-has-grown-its-first-party-data-stores-by-50/\"}],\"style\":\"normal\"},{\"_key\":\"79ceb55e900d\",\"_type\":\"block\",\"children\":[{\"_key\":\"79ceb55e900d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"CPG brands invest heavily in media—with \"},{\"_key\":\"79ceb55e900d1\",\"_type\":\"span\",\"marks\":[\"722968b41529\"],\"text\":\"spending on acquisition, as a percentage of their marketing budget, that’s 3% higher than any other industry\"},{\"_key\":\"79ceb55e900d2\",\"_type\":\"span\",\"marks\":[],\"text\":\"—and are constantly looking to optimize their ad spend. One smart way to do that? Leveraging \"},{\"_key\":\"79ceb55e900d3\",\"_type\":\"span\",\"marks\":[\"3f3f915a93d1\"],\"text\":\"Braze Audience Sync\"},{\"_key\":\"79ceb55e900d4\",\"_type\":\"span\",\"marks\":[],\"text\":\", which can improve the targeting of ads to individuals who resemble a given brand’s most valuable customers, as well as suppress ads the moment a customer converts or goes back to owned channels.\"}],\"markDefs\":[{\"_key\":\"722968b41529\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-902051\",\"_type\":\"reference\"}},{\"_key\":\"3f3f915a93d1\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-443369\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"mJeuLq7B\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-833ddd92a5efe2072536112388d878cc84f70064-2400x886-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"95aefe118f80\",\"_type\":\"block\",\"children\":[{\"_key\":\"95aefe118f800\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is not the only role customer engagement can play in building a foundation for direct consumer relationships. Many CPG brands do get web traffic; however, they aren’t leading with a messaging experience that captures the attention of these anonymous users, \"},{\"_key\":\"95aefe118f801\",\"_type\":\"span\",\"marks\":[\"200ba3951e58\"],\"text\":\"which can make up to 86% of a brand’s active users\"},{\"_key\":\"95aefe118f802\",\"_type\":\"span\",\"marks\":[],\"text\":\". We’ve seen from our own research that just messaging these users can have positive outcomes—it helps convert anonymous user traffic into known consumers or drives them towards meaningful actions like marketing opt-ins and purchases.\"}],\"markDefs\":[{\"_key\":\"200ba3951e58\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-298734\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"cCNIqnbb\",\"_type\":\"richImage\",\"alt\":\"Data gathered for customer engagement can make acquisition efforts more effective- reducing media wastage and increasing ROI\",\"asset\":{\"_ref\":\"image-551a8f2a1e9ba8c272c292e5dc53ca79352b6aa6-2400x1210-png\",\"_type\":\"reference\"},\"caption\":\"Data gathered for customer engagement can make acquisition efforts more effective- reducing media wastage and increasing ROI\"},{\"_key\":\"d18ac95f19af\",\"_type\":\"block\",\"children\":[{\"_key\":\"d18ac95f19af0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Engagement: Coherent cross-channel brand storytelling that is as unique as your customers\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5e36848a9890\",\"_type\":\"block\",\"children\":[{\"_key\":\"5e36848a98900\",\"_type\":\"span\",\"marks\":[],\"text\":\"In order to get consumers to choose them more and more often, brands in the CPG industry must deliver great experiences that showcase their brand value. This should be the core capability of customer engagement, allowing brands to land the messages they want their consumers to hear.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"08b504134903\",\"_type\":\"block\",\"children\":[{\"_key\":\"08b5041349030\",\"_type\":\"span\",\"marks\":[],\"text\":\"Where to start? The first rule is knowing your customers—it’s hard to be relevant if you do not know who your customers are or what they want. Modern CPG retail often needs cross-channel reach that extends beyond the core of email and lets marketers speak to consumers on the channels that matter to them. This is a key differentiator, as consumers today get a high volume of brand messaging. Being able to cut through and grow engagement will help with growth.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"834b510247f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"834b510247f70\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24638d397935\",\"_type\":\"block\",\"children\":[{\"_key\":\"24638d3979350\",\"_type\":\"span\",\"marks\":[],\"text\":\"Marketing budgets are routinely scrutinized leaving CPG marketers being asked to do more with less. A customer engagement platform that enables teams to create personalized, real-time engagement to land brand messaging and drive purchases with ease is a must. Adding AI into marketing activities is another industry priority and another focus area for customer engagement: \"},{\"_key\":\"24638d3979351\",\"_type\":\"span\",\"marks\":[\"7dabe4929384\"],\"text\":\"BrazeAI™\"},{\"_key\":\"24638d3979352\",\"_type\":\"span\",\"marks\":[],\"text\":\" can further boost marketing efforts with built-in intelligence like customer-specific product recommendations.\"}],\"markDefs\":[{\"_key\":\"7dabe4929384\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"88732502-9eb4-4db6-a271-41058f17e949\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"zRoUqUMN\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-3c01c6c6f1a9b9202e3223f8c1b06815a12a586c-2400x886-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"6ec9e522e074\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ec9e522e0740\",\"_type\":\"span\",\"marks\":[],\"text\":\"Being more responsive to their customer needs can deliver business results, with CPG brands seeing a 10X increase in conversion rate when using \"},{\"_key\":\"6ec9e522e0741\",\"_type\":\"span\",\"marks\":[\"5dec735c609b\"],\"text\":\"action-based triggers\"},{\"_key\":\"6ec9e522e0742\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"5dec735c609b\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-6305\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"c0c52ff385c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0c52ff385c80\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Example:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ytfI4MtQ\",\"_type\":\"richImage\",\"alt\":\"Telling your brand story in a creative way that adds value to your customer base gets results\",\"asset\":{\"_ref\":\"image-7457fd89093181a81805b921dc79e6a3277a03ee-2400x1210-png\",\"_type\":\"reference\"},\"caption\":\"Telling your brand story in a creative way that adds value to your customer base gets results\"},{\"_key\":\"05b35b57bf85\",\"_type\":\"block\",\"children\":[{\"_key\":\"05b35b57bf850\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Loyalty: Drive loyalty to win repeat purchasers\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a7eb84f1bf92\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7eb84f1bf920\",\"_type\":\"span\",\"marks\":[],\"text\":\"In the current economic climate, consumers are often more value-conscious and can change their choices based on value. This makes loyalty and repeat purchases harder to achieve.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b014e7e3b62a\",\"_type\":\"block\",\"children\":[{\"_key\":\"b014e7e3b62a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer engagement can be a key channel to add utility and show your customer that you know them. Being able to easily integrate loyalty program data into your customer engagement platform unlocks more personalized messaging. This includes timely product replenishment messages and tailored product recommendations. Loyalty efforts are also amplified by customer engagement aiding in program adoption and personalized promotions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e0bc03706447\",\"_type\":\"block\",\"children\":[{\"_key\":\"e0bc037064470\",\"_type\":\"span\",\"marks\":[],\"text\":\"For those without a formal loyalty program, driving continued purchases is about optimizing what works. Learning what messaging, whether that’s creative elements, timing, or channels, helps drive repeat purchasing and retention is a way to increase the engagement of existing customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ksf0KHmF\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-983a733bfe957a3b451b16e9ffc7de0fbf248986-2400x886-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"5006666e3457\",\"_type\":\"block\",\"children\":[{\"_key\":\"5006666e34570\",\"_type\":\"span\",\"marks\":[],\"text\":\"CPG brands that have leaned into using customer engagement with Braze to help keep their customer base engaged for longer have seen significant benefits, including a 72% increase in purchases per buyer and a 9% increase in six-month retention.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ef768115b85f\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef768115b85f0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Example:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"OK6v18mD\",\"_type\":\"richImage\",\"alt\":\"Messaging that makes clear how the value of your brand offer increases with further purchases encourages loyalty by boosting the value exchange\",\"asset\":{\"_ref\":\"image-a12f80d82bb18e0bf08bf90ecd01e083bd3560b5-2400x1210-png\",\"_type\":\"reference\"},\"caption\":\"Messaging that makes clear how the value of your brand offer increases with further purchases encourages loyalty by boosting the value exchange\"},{\"_key\":\"ef3ce27e42a1\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef3ce27e42a10\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Key Takeaway: Brands in the CPG industry can get results with customer engagement strategies that build relationships\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7d9d6bc9061f\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d9d6bc9061f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here at Braze, we’ve seen our CPG customers use customer engagement to deliver strong results across the user lifecycle in order to stay competitive online and on the shelf. So, if you’re a CPG brand and your goal is to acquire more customers, build your brand awareness, increase purchases, or keep your customers around for longer, get in touch to have a conversation about why customer engagement could be the answer to help your brand grow.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/0fe306534dde72bc5878bd26c5401c9a96baa55a-1500x1500.png\",\"publishedDate\":\"2024-06-21T09:30:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-44dadac97e597c7352f5af3933b03d54e62afb6f-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"To help CPG brands succeed in today's landscape, let’s take a look at three of the most common challenges and how you can address them.\",\"pageTitle\":\"How Can Customer Engagement Deliver Growth for the CPG Industry in 2024?\",\"slug\":{\"current\":\"how-can-customer-engagement-deliver-growth-for-the-cpg-industry-in-2024\"}},\"title\":\"How Can Customer Engagement Deliver Growth for the CPG Industry in 2024?\"}]}]}],[\"$\",\"section\",null,{\"className\":\"supergraphic-4 relative overflow-hidden contain-layout\",\"children\":[false,\"$undefined\",[\"$\",\"div\",null,{\"className\":\"\",\"children\":[[\"$\",\"$L36\",null,{\"switchbackData\":{\"logo\":{\"source\":\"/images/dummy-images/logo1.png\",\"alt\":\"logo\",\"width\":144,\"height\":45},\"headingKey\":\"partnerSwitchHeading\",\"contentKeys\":[\"partnerSwitchContent1\",\"partnerSwitchContent2\",\"partnerSwitchContent3\"],\"background\":\"bg-white\"},\"locale\":\"en-us\"}],[\"$\",\"div\",null,{\"className\":\"container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row\",\"children\":[[\"$\",\"div\",\"0\",{\"className\":\"container flex w-full flex-col justify-between gap-8\",\"children\":[[\"$\",\"h4\",null,{\"children\":\"Join our open technology ecosystem\"}],[\"$\",\"p\",null,{\"children\":\"Our platform is designed for flexible, easy integration so you can build solutions that solve customer challenges and accelerate business growth.\"}],[\"$\",\"$L2f\",null,{\"label\":\"Become a Technology Partner\",\"variant\":\"primary\",\"href\":\"/partners/become-a-braze-technology-partner\",\"className\":\"h-[44px]\"}]]}],[\"$\",\"div\",\"1\",{\"className\":\"container flex w-full flex-col justify-between gap-8\",\"children\":[[\"$\",\"h4\",null,{\"children\":\"Join our global services network\"}],[\"$\",\"p\",null,{\"children\":\"Agencies, consultants, and systems integrators build robust service offerings with Braze.\"}],[\"$\",\"$L2f\",null,{\"label\":\"Become a Delivery Partner\",\"variant\":\"primary\",\"href\":\"/partners/become-a-braze-solutions-partner\",\"className\":\"h-[44px]\"}]]}]]}]]}],false]}],[\"$\",\"section\",null,{\"className\":\"bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background\",\"children\":[false,\"$undefined\",[\"$\",\"div\",null,{\"className\":\"\",\"children\":[\"$\",\"div\",null,{\"className\":\"flex w-full flex-col items-center py-16 lg:py-24\",\"children\":[\"$\",\"div\",null,{\"className\":\"container flex flex-col gap-12 items-center\",\"children\":[[\"$\",\"div\",null,{\"className\":\"flex max-w-[768px] flex-col items-center gap-5 text-center\",\"children\":[[\"$\",\"h2\",null,{\"id\":\"its-time-to-be-a-better-marketer\",\"className\":\"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\",\"children\":[[\"$\",\"span\",null,{\"className\":\"block\",\"children\":[[\"$\",\"span\",\"3e4a71e218cd0\",{\"className\":\"\",\"children\":\"It's time to be a better marketer\"}]]}]]}],\"$undefined\"]}],[\"$\",\"div\",null,{\"className\":\"flex w-full flex-col justify-center gap-8 md:flex-row lg:flex-row items-center\",\"children\":[[[\"$\",\"$L2f\",\"cpanel-cta-1\",{\"label\":\"Get Started\",\"variant\":\"white-button\",\"size\":\"xl\",\"href\":\"/get-started\"}],[\"$\",\"$L2f\",\"cpanel-cta-2\",{\"label\":\"See How Braze Works\",\"variant\":\"white-ghost-link\",\"size\":\"xl\",\"href\":\"/product\"}]],\"$undefined\"]}]]}]}]}],false]}]]}]\n"])</script></body></html>