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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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/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3deebed665c626a04b753fdf18d4c2395b0d18a6-3840x2160.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3deebed665c626a04b753fdf18d4c2395b0d18a6-3840x2160.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">12<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Faster, cheaper, more dependable: How Braze uses Velero to power backup stateful services in Kubernetes</h4><span class="text-sm font-bold text-gray-500">November 14, 2025</span></div></div></a></div></div><div data-index="7" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:9.090909090909092%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="Data agility at a massive scale: How the Braze Data Platform supports customer engagement" href="/resources/articles/braze-data-platform-2025-scale"><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="Data agility at a massive scale: How the Braze Data Platform supports customer engagement" 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%2Fd22efa6ecfc7bde56a64456a6123b3afe9d9e79d-3840x2160.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd22efa6ecfc7bde56a64456a6123b3afe9d9e79d-3840x2160.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd22efa6ecfc7bde56a64456a6123b3afe9d9e79d-3840x2160.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">8<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Data agility at a massive scale: How the Braze Data Platform supports customer engagement</h4><span class="text-sm font-bold text-gray-500">March 04, 2026</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 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Brands can easily import externally created segments into Braze via our APIs, and even send messages to users based on zero-copy segments held within their data warehouse using our \"},{\"_key\":\"99ba4e60ba551\",\"_type\":\"span\",\"marks\":[\"8444b572c391\"],\"text\":\"Cloud Data Ingestion (CDI) Segments\"},{\"_key\":\"99ba4e60ba552\",\"_type\":\"span\",\"marks\":[],\"text\":\" feature. That gives marketers the flexibility to create and leverage segments across their stack without sacrificing relevance and impact.\"}],\"markDefs\":[{\"_key\":\"8444b572c391\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/introducing-braze-cdi-segments-providing-zero-copy-access-to-your-data-warehouse\"}],\"style\":\"normal\"},{\"_key\":\"1592a57b8a53\",\"_type\":\"block\",\"children\":[{\"_key\":\"3eec7905ead20\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How Braze supports flexible audience segmentation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"15a728dff366\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd2f6db4e5bd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The combination of real-time and fixed segmentation capabilities allows marketers to craft precise, personalized campaigns that evolve alongside their customers’ behaviors and needs. 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This capability allows marketers to dynamically update audience criteria and craft campaigns based on the most relevant and actionable insights. 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This drives campaigns to remain timely and responsive, \"},{\"_key\":\"ac337ed840311\",\"_type\":\"span\",\"marks\":[\"9639caee015c\"],\"text\":\"even under heavy usage\"},{\"_key\":\"ac337ed840312\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"9639caee015c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/black-friday-cyber-monday-trends-2024\"}],\"style\":\"normal\"},{\"_key\":\"322dda132a8e\",\"_type\":\"block\",\"children\":[{\"_key\":\"762655f8cae90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Visualizing and testing campaigns\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"323a35d136f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"aedf7368a0280\",\"_type\":\"span\",\"marks\":[\"768ea2f212b4\"],\"text\":\"Canvas\"},{\"_key\":\"aedf7368a0281\",\"_type\":\"span\",\"marks\":[],\"text\":\", the Braze journey orchestration tool, empowers marketers to visualize user journeys, experiment with different approaches, and refine campaigns in real time. This ability to iterate and optimize is designed to ensure that every touchpoint maximizes impact.\"}],\"markDefs\":[{\"_key\":\"768ea2f212b4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/\"}],\"style\":\"normal\"},{\"_key\":\"205036945a7c\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1d88b1013300\",\"_type\":\"span\",\"marks\":[],\"text\":\"One powerful tool for segmentation within Canvas is \"},{\"_key\":\"b1d88b1013301\",\"_type\":\"span\",\"marks\":[\"dd08ff68d7ab\"],\"text\":\"audience paths\"},{\"_key\":\"b1d88b1013302\",\"_type\":\"span\",\"marks\":[],\"text\":\", which allow marketers to intuitively filter and segment users on a large scale. The feature functions like a sorting funnel, making it possible for brands to set ranking criteria and then automatically use that criteria to evaluate what subsequent journey path they’ll be sent down. That means that Braze customers can easily understand where each user will go, providing transparency and making it easier to understand the full user journey and its implications.\"}],\"markDefs\":[{\"_key\":\"dd08ff68d7ab\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/audience_paths\"}],\"style\":\"normal\"},{\"_key\":\"b4f6d7463fc5\",\"_type\":\"block\",\"children\":[{\"_key\":\"55176b69b0f40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Case studies: Segmentation in action\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cfc29894d054\",\"_type\":\"block\",\"children\":[{\"_key\":\"f314a5ac06e90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Segmentation is more than a technical tool—it’s a powerful driver of positive business outcomes. Brands across industries have used the segmentation tools in Braze to tackle unique challenges, deepen customer relationships, and achieve measurable success. Here’s how segmentation transformed their campaigns:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a2134f306a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d6060256c6d0\",\"_type\":\"span\",\"marks\":[\"06824afcb552\",\"strong\"],\"text\":\"Showmax\"},{\"_key\":\"0d6060256c6d1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\":\"},{\"_key\":\"0d6060256c6d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" Lifecycle segmentation and dynamic updates helped Showmax increase subscribers by 204% and achieve a 12% boost in win-back rates.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"06824afcb552\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/videos/showmax-used-smart-segmentation-to-increase-subscribers-by-204\"}],\"style\":\"normal\"},{\"_key\":\"a37a75fc0dca\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce5d14af39c00\",\"_type\":\"span\",\"marks\":[\"7c42b31f7171\",\"strong\"],\"text\":\"Wyze\"},{\"_key\":\"ce5d14af39c01\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\":\"},{\"_key\":\"ce5d14af39c02\",\"_type\":\"span\",\"marks\":[],\"text\":\" Behavioral segmentation during onboarding led to a 56% increase in conversions for Wyze’s Cam Plus subscription.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"7c42b31f7171\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/wyze-case-study\"},{\"_key\":\"1bd656e2d9d1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/lifesum-case-study\"}],\"style\":\"normal\"},{\"_key\":\"f6ee94e27261\",\"_type\":\"block\",\"children\":[{\"_key\":\"b55a1a564b790\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1697ef1ae65a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e013e56630310\",\"_type\":\"span\",\"marks\":[],\"text\":\"Segmentation isn’t just about organizing audiences—it’s the cornerstone of meaningful customer engagement. The tools in Braze enable brands to go beyond fixed lists, creating dynamic, data-driven campaigns that adapt to their audiences in real time. By combining flexibility, precision, and scalability, the platform helps marketers deliver personalized experiences that drive measurable results.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4b322a73421b\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5fd76343b300\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"To learn more about how Braze can elevate your segmentation strategy, visit \"},{\"_key\":\"f5fd76343b301\",\"_type\":\"span\",\"marks\":[\"10f7d62f4a37\",\"em\"],\"text\":\"Braze documentation on segments\"},{\"_key\":\"f5fd76343b302\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"10f7d62f4a37\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/segments\"}],\"style\":\"normal\"},{\"_key\":\"c2eab719ab94\",\"_type\":\"block\",\"children\":[{\"_key\":\"186cb20773e70\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b966a73bc80e\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1c8828b3c040\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Forward-Looking Statements\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af4244250070\",\"_type\":\"block\",\"children\":[{\"_key\":\"96ac0586fbe00\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$37\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/e32c74cb811e561e67e007e4032ddcf341e136f9-3840x2160.png\",\"publishedDate\":\"2025-03-19T18:00:58.949Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-45fd7d25aeefc2ed706ab5e953f41be13b4fba7a-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"The Braze platform's segmentation capabilities empower brands to act in the moment on real-time behaviors, harness historical data, and deliver dynamic, tailored campaigns that resonate with each recipient.\",\"pageTitle\":\"How Braze supports flexible segmentation\",\"slug\":{\"_type\":\"slug\",\"current\":\"building-braze-flexible-segmentation\"}},\"title\":\"Building Nuanced Customer Audiences in Braze with Flexible Segmentation\"},{\"_id\":\"81323717-19dc-49e5-8f36-3d3616cb5def\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"3467ea330168\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2a619de799d\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Back in 2016, Braze—then known as Appboy—began experimenting with using the open-source \"},{\"_key\":\"8a16125a38f9\",\"_type\":\"span\",\"marks\":[\"f159a41c4840\",\"em\"],\"text\":\"Kubernetes\"},{\"_key\":\"fb2c52c16510\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" (K8s) platform as part of an effort to more effectively handle a range of microservices that the company was beginning to spin up. Now, nine years later, K8s has become a core part of the Braze platform's software infrastructure, supporting our customers' ability to \"},{\"_key\":\"44048cb8f3c9\",\"_type\":\"span\",\"marks\":[\"5798cd94c5f3\",\"em\"],\"text\":\"understand, reach, engage, and build relationships at a massive scale\"},{\"_key\":\"38bebb542f55\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"f159a41c4840\",\"_type\":\"link\",\"href\":\"https://medium.com/getindata-blog/everything-you-would-like-to-know-about-kubernetes-9845ec7eee5e\"},{\"_key\":\"5798cd94c5f3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/powering-marketing-sophistication-at-a-massive-scale\"}],\"style\":\"normal\"},{\"_key\":\"26f4db509cfd\",\"_type\":\"block\",\"children\":[{\"_key\":\"3135881c8742\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"However, while the scalability and flexibility of K8s is a big asset, our DevOps organization remains focused on finding ways to iterate and reimagine how we're approaching its use, with the goal of supporting better performance and outcomes over time. One key effort in that area revolves around our use of VMware's \"},{\"_key\":\"1641c059b080\",\"_type\":\"span\",\"marks\":[\"b8b95daf2357\",\"em\"],\"text\":\"Velero\"},{\"_key\":\"d3465fc90759\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" tool to more effectively support stateful backups of K8s resources. To learn more about this effort, we sat down with Joseph Heyburn, Staff Platform Infrastructure Engineer, Braze, to explore the ins-and-outs of the team's approach and the improvements it drove in terms of cost, speed, and reliability.\"}],\"markDefs\":[{\"_key\":\"b8b95daf2357\",\"_type\":\"link\",\"href\":\"https://velero.io/\"}],\"style\":\"normal\"},{\"_key\":\"af2811bdb686\",\"_type\":\"block\",\"children\":[{\"_key\":\"8f8323ace6f7\",\"_type\":\"span\",\"marks\":[],\"text\":\"The need: Seeking better backups for Kubernetes\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0d7c30b6fb6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"347ec0c91324\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Braze, we use Kubernetes in connection with a wide range of different processes and systems, touching everything from data ingestion to our sender services. While Kubernetes has many benefits, running \"},{\"_key\":\"8373063bda76\",\"_type\":\"span\",\"marks\":[\"4f4daeb6c78f\"],\"text\":\"stateful\"},{\"_key\":\"d6dd4a25b82a\",\"_type\":\"span\",\"marks\":[],\"text\":\" services on Kubernetes can be complex, requiring our team to find solutions that might have been solved natively by some of the platforms and technologies we used before moving to K8s. 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That means that when Redis first boots up, it will look at the defined \"},{\"_key\":\"f5edc053662c\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"dbfilename\"},{\"_key\":\"f59485e20dea\",\"_type\":\"span\",\"marks\":[],\"text\":\" location for an existing RDB file—and, if one exists, it’ll load that into memory before accepting any connections.\"}],\"markDefs\":[{\"_key\":\"760039092dba\",\"_type\":\"link\",\"href\":\"https://redis.io/docs/latest/operate/oss_and_stack/management/config-file/\"}],\"style\":\"normal\"},{\"_key\":\"15c7799fc63f\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3a4b4267758\",\"_type\":\"span\",\"marks\":[],\"text\":\"The \"},{\"_key\":\"18d4e82dd1af\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"SAVE\"},{\"_key\":\"1c4fc6c2c3d5\",\"_type\":\"span\",\"marks\":[],\"text\":\" configuration takes in pairs of \"},{\"_key\":\"9bcd790fab86\",\"_type\":\"span\",\"marks\":[\"9c0c3110e3c3\"],\"text\":\"Redis arguments\"},{\"_key\":\"456807d73031\",\"_type\":\"span\",\"marks\":[],\"text\":\" in the following format: \"},{\"_key\":\"d79766a1ee9a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"[Seconds] [Changes]\"},{\"_key\":\"d17ff2f4b43f\",\"_type\":\"span\",\"marks\":[],\"text\":\". For instance, \"},{\"_key\":\"1c4b42f5f7d2\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"SAVE 60 10\"},{\"_key\":\"2e02b34410bc\",\"_type\":\"span\",\"marks\":[],\"text\":\" would write to disk every 60 seconds, as long as there had been at least 10 changes to the database since the previous save. It also allows you to add multiple pairs to a given configuration in order to define additional relevant criteria—so, for example, you might use \"},{\"_key\":\"1931b0c7b732\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"SAVE 120 5 60 10\"},{\"_key\":\"71b326a71839\",\"_type\":\"span\",\"marks\":[],\"text\":\" in order to tell Redis to save every 120 seconds as long as there have been at least five changes since the previous save AND every 60 seconds as long as there have at least 10 changes since last save.\"}],\"markDefs\":[{\"_key\":\"9c0c3110e3c3\",\"_type\":\"link\",\"href\":\"https://redis.io/docs/latest/operate/oss_and_stack/management/config-file/\"}],\"style\":\"normal\"},{\"_key\":\"d8fff9ae4da1\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e02e22ccb1e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Redis also allows you to execute on-demand dumps via its \"},{\"_key\":\"cb2bcd8b9e84\",\"_type\":\"span\",\"marks\":[\"8c87ffb7be13\"],\"text\":\"SAVE\"},{\"_key\":\"4ef3bc6a039b\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"c9833657bf62\",\"_type\":\"span\",\"marks\":[\"30c11d8555c1\"],\"text\":\"BGSAVE\"},{\"_key\":\"958e335eb52e\",\"_type\":\"span\",\"marks\":[],\"text\":\" commands. As a rule, the SAVE command will block all commands while it performs a given save, while BGSAVE is a “background save” that doesn’t block other commands, since the act of writing to disk is handled by a separate thread; that means that BGSAVE is generally the preferred command when performing an on-demand Redis backup. Then the saved RDB file can be moved to another location for backup as needed, or can be migrated to another platform.\"}],\"markDefs\":[{\"_key\":\"8c87ffb7be13\",\"_type\":\"link\",\"href\":\"https://redis.io/docs/latest/commands/save/\"},{\"_key\":\"30c11d8555c1\",\"_type\":\"link\",\"href\":\"https://redis.io/docs/latest/commands/bgsave/\"}],\"style\":\"normal\"},{\"_key\":\"13deafc0807f\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a70985a0225\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s how that plays out at Braze: For our legacy Amazon Web Services (AWS) EC2 clusters that existed in a pre-K8s world, we had a backup job that performed an on-demand BGSAVE within Redis. When that process is completed, it uploads the resulting RDB file to Amazon S3 so that we can restore it in the event that it becomes necessary.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ec86363e27da\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ec0c0458d69\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s been a successful process for us; the issue was that we needed an approach that could work for our Kubernetes clusters, too. For that situation, we needed to have the RDB files written to a \"},{\"_key\":\"f051e6441359\",\"_type\":\"span\",\"marks\":[\"aeffcf7feb65\"],\"text\":\"Persistent Volume\"},{\"_key\":\"4dc02de1b773\",\"_type\":\"span\",\"marks\":[],\"text\":\" (PV), which is a storage volume associated with the given cloud platform that resource is in—e.g. \"},{\"_key\":\"06b5635fd1cc\",\"_type\":\"span\",\"marks\":[\"a3aae99ed9f4\"],\"text\":\"Elastic Block Storage\"},{\"_key\":\"c7dc7b07f41e\",\"_type\":\"span\",\"marks\":[],\"text\":\" (EBS) volumes for an AWS K8s cluster. But rather than creating a bespoke solution that could only apply to Redis (such as a sidecar container that copies the RDB file to object storage), we were looking for an approach that we could apply successfully to any stateful workload running on K8s.\"}],\"markDefs\":[{\"_key\":\"aeffcf7feb65\",\"_type\":\"link\",\"href\":\"https://kubernetes.io/docs/concepts/storage/persistent-volumes/\"},{\"_key\":\"a3aae99ed9f4\",\"_type\":\"link\",\"href\":\"https://aws.amazon.com/ebs/\"}],\"style\":\"normal\"},{\"_key\":\"708e3f79864a\",\"_type\":\"block\",\"children\":[{\"_key\":\"b6863264561a\",\"_type\":\"span\",\"marks\":[],\"text\":\"To make that happen, my team made the decision to take advantage of \"},{\"_key\":\"6c433d8fe746\",\"_type\":\"span\",\"marks\":[\"7552b2bd74c7\"],\"text\":\"Velero\"},{\"_key\":\"35c5f754cc7c\",\"_type\":\"span\",\"marks\":[],\"text\":\", an open-source tool designed to backup K8s resources as defined by their \"},{\"_key\":\"8f820dffbd79\",\"_type\":\"span\",\"marks\":[\"8d25e95f821a\"],\"text\":\"YAML manifests\"},{\"_key\":\"78c6b9dd2891\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"7552b2bd74c7\",\"_type\":\"link\",\"href\":\"https://velero.io/\"},{\"_key\":\"8d25e95f821a\",\"_type\":\"link\",\"href\":\"https://monokle.io/learn/yaml-basics-a-beginners-guide-to-yaml-manifests\"}],\"style\":\"normal\"},{\"_key\":\"def591bc4731\",\"_type\":\"block\",\"children\":[{\"_key\":\"66246c86f015\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Approach: Restoring Kubernetes backups using Velero\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0ecf0c93e3f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"4de880131fd9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Velero, which was written by \"},{\"_key\":\"66153b1f0a33\",\"_type\":\"span\",\"marks\":[\"7d26605cfd2d\"],\"text\":\"VMware\"},{\"_key\":\"50113338ace0\",\"_type\":\"span\",\"marks\":[],\"text\":\", allows you to backup, store, and migrate resources associated with K8s clusters and PVs. At Braze, we took advantage of Velero's ability to backup a variety of Kubernetes resources—including pods (the smallest unit of a K8s application) and Custom Resource Definitions (objects that make it possible to alternately extend the Kubernetes API or insert your own API into a given project/cluster).\"}],\"markDefs\":[{\"_key\":\"7d26605cfd2d\",\"_type\":\"link\",\"href\":\"https://www.vmware.com/\"}],\"style\":\"normal\"},{\"_key\":\"ee467f7fa63b\",\"_type\":\"block\",\"children\":[{\"_key\":\"a67b0c0ccbad\",\"_type\":\"span\",\"marks\":[],\"text\":\"This tool can also back up PVs; however, backing up their YAML manifest definitions won't allow you to successfully restore their data; to make that happen, you'd also need to integrate with the PV's backend. Velero addresses this need by including \"},{\"_key\":\"8fa573bc2646\",\"_type\":\"span\",\"marks\":[\"172ad3f0a8bd\"],\"text\":\"plugins\"},{\"_key\":\"6981998d6cd9\",\"_type\":\"span\",\"marks\":[],\"text\":\" for a range of different cloud providers, leveraging these backends to manage the integration natively.\"}],\"markDefs\":[{\"_key\":\"172ad3f0a8bd\",\"_type\":\"link\",\"href\":\"https://velero.io/plugins/\"}],\"style\":\"normal\"},{\"_key\":\"09fae7b294d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"536cd93bb89e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s what that can look like: If a Velero backup was issued against a PV that was backed by an AWS EBS Volume, Velero would invoke an \"},{\"_key\":\"7f4802a784e0\",\"_type\":\"span\",\"marks\":[\"5299be8a181e\"],\"text\":\"EBS Snapshot\"},{\"_key\":\"6865200d7262\",\"_type\":\"span\",\"marks\":[],\"text\":\" to support the recovery of relevant data. Every time Velero creates a backup in this scenario, the tool tracks the snapshot ID that’s included in the backup metadata. That means that when you perform a restore of that backup, the Volume can be recreated from the Snapshot and then automatically attached to that PV.\"}],\"markDefs\":[{\"_key\":\"5299be8a181e\",\"_type\":\"link\",\"href\":\"https://docs.aws.amazon.com/ebs/latest/userguide/ebs-snapshots.html\"}],\"style\":\"normal\"},{\"_key\":\"5b29c51dedec\",\"_type\":\"block\",\"children\":[{\"_key\":\"36bb1e53d4a1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Velero follows the \"},{\"_key\":\"553652ab035c\",\"_type\":\"span\",\"marks\":[\"ce53ffbc9d65\"],\"text\":\"Kubernetes Operator pattern\"},{\"_key\":\"6c817a285e58\",\"_type\":\"span\",\"marks\":[],\"text\":\". That means it’s managed in a K8s cluster as a Deployment that watches for backups to be requested. To execute an on-demand backup, you need to \"},{\"_key\":\"251ad5508d77\",\"_type\":\"span\",\"marks\":[\"8d85a7e232d7\"],\"text\":\"install the Velero command line interface (CLI) tool\"},{\"_key\":\"017d95510c9c\",\"_type\":\"span\",\"marks\":[],\"text\":\", allowing you to interface against the server component that’s running in the relevant cluster.\"}],\"markDefs\":[{\"_key\":\"ce53ffbc9d65\",\"_type\":\"link\",\"href\":\"https://kubernetes.io/docs/concepts/extend-kubernetes/operator/\"},{\"_key\":\"8d85a7e232d7\",\"_type\":\"link\",\"href\":\"https://velero.io/docs/main/basic-install/\"}],\"style\":\"normal\"},{\"_key\":\"175d87c204e9\",\"_type\":\"codeBlock\",\"codeBlockContent\":{\"_type\":\"code\",\"code\":\"velero backup create my-backup \\\\\\n --include-resources=pod,pv,pvc \\\\\\n --selector app=redis-shard-0 \\\\\\n --ttl 72h\",\"language\":\"bash\"},\"shouldShowLineNumbers\":false,\"shouldWrap\":true},{\"_key\":\"253ba54789f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"5358f05dfb27\",\"_type\":\"span\",\"marks\":[],\"text\":\"When executing an on-demand backup, you can define a \"},{\"_key\":\"33761de6a9ff\",\"_type\":\"span\",\"marks\":[\"9b2b076d34cb\"],\"text\":\"selector\"},{\"_key\":\"8bbefe23348b\",\"_type\":\"span\",\"marks\":[],\"text\":\" in order to filter the resources that need to be included. In addition, you can tell Velero what types of resources it should include via the flag \"},{\"_key\":\"7b9833b52657\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"--include-resources\"},{\"_key\":\"9c4136b4dfc4\",\"_type\":\"span\",\"marks\":[],\"text\":\" and can use \"},{\"_key\":\"3a0baa3ec7bc\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"--ttl\"},{\"_key\":\"7097961fbdf5\",\"_type\":\"span\",\"marks\":[],\"text\":\" to define how long that backup should be kept before it’s deleted.\"}],\"markDefs\":[{\"_key\":\"9b2b076d34cb\",\"_type\":\"link\",\"href\":\"https://kubernetes.io/docs/concepts/overview/working-with-objects/labels/\"}],\"style\":\"normal\"},{\"_key\":\"a2b0ebc6958a\",\"_type\":\"block\",\"children\":[{\"_key\":\"446205e6cdb9\",\"_type\":\"span\",\"marks\":[],\"text\":\"One of the key benefits of using Velero for this sort of work is its ability to automate key parts of the process. At Braze, we’re using those capabilities to automatically create backups on a predetermined schedule via the \"},{\"_key\":\"c521cbf87404\",\"_type\":\"span\",\"marks\":[\"3d6fe09fe083\"],\"text\":\"Schedule CRD\"},{\"_key\":\"32279e7baba6\",\"_type\":\"span\",\"marks\":[],\"text\":\", which the server watches (and manages) for us. If you’re deploying via \"},{\"_key\":\"4cc83d5bbcd7\",\"_type\":\"span\",\"marks\":[\"a15ddf8a2553\"],\"text\":\"Helm\"},{\"_key\":\"cf34c475b6a1\",\"_type\":\"span\",\"marks\":[],\"text\":\", this schedule might look like the following:\"}],\"markDefs\":[{\"_key\":\"a15ddf8a2553\",\"_type\":\"link\",\"href\":\"https://helm.sh/\"},{\"_key\":\"3d6fe09fe083\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://velero.io/docs/main/api-types/schedule/\"}],\"style\":\"normal\"},{\"_key\":\"5c79a8e24e5d\",\"_type\":\"codeBlock\",\"codeBlockContent\":{\"_type\":\"code\",\"code\":\"schedules:\\n redis:\\n schedule: 0 * * * * # Hourly\\n template:\\n ttl: 168h # 7 days\\n includedNamespaces:\\n - redis\\n includedResources:\\n - pod\\n - pv\\n - pvc\\n labelSelector:\\n matchLabels:\\n velero-backup-schedule: redis\",\"language\":\"yaml\"},\"shouldShowLineNumbers\":false,\"shouldWrap\":false},{\"_key\":\"c3164baba40b\",\"_type\":\"block\",\"children\":[{\"_key\":\"316b2a2ffb20\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can define where the backup metadata should be saved using your Velero server config. That serves as a source of truth for your backups, while also allowing the Velero server deployment to be \"},{\"_key\":\"4daa33f9a912\",\"_type\":\"span\",\"marks\":[\"2022aa92603d\"],\"text\":\"stateless\"},{\"_key\":\"1d76cb31bae3\",\"_type\":\"span\",\"marks\":[],\"text\":\", supporting increased scalability. Braze operates across multiple clouds and systems, so how this functions depends a bit on which cloud is involved: For AWS K8s clusters, we save this metadata to Amazon S3, and for Microsoft Azure K8s clusters, we save them to Azure Storage Accounts. That said, you aren’t limited to these providers, as there are \"},{\"_key\":\"1db99a7ab056\",\"_type\":\"span\",\"marks\":[\"70e88fb54bb7\"],\"text\":\"plenty of others\"},{\"_key\":\"611e2a76b02d\",\"_type\":\"span\",\"marks\":[],\"text\":\" available.\"}],\"markDefs\":[{\"_key\":\"2022aa92603d\",\"_type\":\"link\",\"href\":\"https://www.redhat.com/en/topics/cloud-native-apps/stateful-vs-stateless\"},{\"_key\":\"70e88fb54bb7\",\"_type\":\"link\",\"href\":\"https://velero.io/docs/main/supported-providers/\"}],\"style\":\"normal\"},{\"_key\":\"06556022f12f\",\"_type\":\"block\",\"children\":[{\"_key\":\"7abde895eb29\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Result: Faster, more reliable stateful backups for Kubernetes\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"305c4bb8761d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f87d8f9ff003\",\"_type\":\"span\",\"marks\":[],\"text\":\"In order for a volume snapshot to be carried out for any stateful workload running on K8s, we knew that we needed to target both the PV and the Persistent Volume Claim (PVC) resources while also ensuring that they were done against the latest RDB file. So, in order to use Velero to perform a BGSAVE for us in this situation, we wanted to define a backup pre-hook script against the K8s pod that was being backed up and to do it prior to the snapshot.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c297207d47cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"3719851ac553\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are a couple of different ways to achieve this. Before we started using Velero, hooks within K8s were defined as annotations on the specific pods that were in scope for backup.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"15372c358df9\",\"_type\":\"codeBlock\",\"codeBlockContent\":{\"_type\":\"code\",\"code\":\"annotations:\\n pre.hook.backup.velero.io/command: '[\\\"sh\\\", \\\"/backup_folder_directory/backup.sh\\\"]'\\n pre.hook.backup.velero.io/container: redis\\n pre.hook.backup.velero.io/on-error: Fail\\n pre.hook.backup.velero.io/timeout: 5m\",\"language\":\"yaml\"},\"shouldShowLineNumbers\":false},{\"_key\":\"d7cf85470466\",\"_type\":\"block\",\"children\":[{\"_key\":\"fec8d423a034\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s still supported, but we recently made the decision to migrate to a different method where we define the hooks when the backup is being created by a schedule:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dec7307e9f94\",\"_type\":\"codeBlock\",\"codeBlockContent\":{\"_type\":\"code\",\"code\":\"schedules:\\n redis:\\n template:\\n hooks:\\n resources:\\n - name: capture-latest-rdb\\n includedResources:\\n - pods\\n labelSelector:\\n matchLabels:\\n velero-backup-schedule: \\\"redis\\\"\\n pre:\\n - exec:\\n container: redis\\n command:\\n - sh\\n - /backup_folder_directory/backup.sh\\n onError: Fail\\n timeout: 5m\",\"language\":\"yaml\"},\"shouldShowLineNumbers\":false},{\"_key\":\"04ba1d64ab0c\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c4bb63d5c07\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once the backups are created by that method, we can view them by taking advantage of the Velero CLI, like so:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"acd31643228f\",\"_type\":\"codeBlock\",\"codeBlockContent\":{\"_type\":\"code\",\"code\":\"$$ velero get backup\\n \\nNAME STATUS \\tERRORS WARNINGS CREATED \\tEXPIRES STORAGE LOCATION SELECTOR\\nbackup-5 Completed \\t0 \\t0 \\t 2025-05-01 01:20:47 +0100 BST 29d \\t default \\t velero-backup-schedule=redis\\nbackup-4 Completed \\t0 \\t0 \\t 2025-04-30 13:20:46 +0100 BST 29d \\t default \\t velero-backup-schedule=redis\\nbackup-3 Completed \\t0 \\t0 \\t 2025-04-30 01:20:45 +0100 BST 28d \\t default \\t velero-backup-schedule=redis\\nbackup-2 Completed \\t0 \\t0 \\t 2025-04-29 13:20:44 +0100 BST 28d \\t default \\t velero-backup-schedule=redis\\nbackup-1 Completed \\t0 \\t0 \\t 2025-04-29 01:20:44 +0100 BST 27d \\t default \\t velero-backup-schedule=redis\",\"language\":\"plaintext\"},\"shouldShowLineNumbers\":false},{\"_key\":\"843d0091373b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a6f8305c463\",\"_type\":\"span\",\"marks\":[],\"text\":\"In scenarios where we need more detailed backup information, we can leverage the \"},{\"_key\":\"8fc27769b4ec\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"describe\"},{\"_key\":\"9f3486e1c8c2\",\"_type\":\"span\",\"marks\":[],\"text\":\" subcommand to retrieve that additional context:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1ca1e3d1dad0\",\"_type\":\"codeBlock\",\"codeBlockContent\":{\"_type\":\"code\",\"code\":\"$38\",\"language\":\"plaintext\"},\"shouldShowLineNumbers\":false},{\"_key\":\"00bd8f1c9b40\",\"_type\":\"block\",\"children\":[{\"_key\":\"69b05e931756\",\"_type\":\"span\",\"marks\":[],\"text\":\"Then, in order to carry out a restoration, we can leverage the Velero CLI:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1df294ace3e2\",\"_type\":\"codeBlock\",\"codeBlockContent\":{\"_type\":\"code\",\"code\":\"velero restore create \\\\ \\n --from-backup backup-5 \\\\\\n --include-resources=pv,pvc \\\\\\n --selector app=redis-shard-0 \\\\\\n --wait\",\"language\":\"bash\"},\"shouldShowLineNumbers\":false,\"shouldWrap\":true},{\"_key\":\"05bc76007c12\",\"_type\":\"block\",\"children\":[{\"_key\":\"ccfc561b7529\",\"_type\":\"span\",\"marks\":[],\"text\":\"In these circumstances, we intentionally restore only the PV and PVC. Just like how Velero will automatically manage volume snapshots for us, the tool will manage the volume restore from a snapshot in this case. We don’t include the K8s pod because that’s managed by the Redis \"},{\"_key\":\"b4d8dfca7497\",\"_type\":\"span\",\"marks\":[\"870591470a1f\"],\"text\":\"StatefulSet\"},{\"_key\":\"4697db8dfe0b\",\"_type\":\"span\",\"marks\":[],\"text\":\" for that particular shard. In other words, we restore the PV and PVC first, then redeploy the Redis Helm chart that creates the StatefulSet for us, and then the relevant pods are created.\"}],\"markDefs\":[{\"_key\":\"870591470a1f\",\"_type\":\"link\",\"href\":\"https://kubernetes.io/docs/concepts/workloads/controllers/statefulset/\"}],\"style\":\"normal\"},{\"_key\":\"6cf5ada45c45\",\"_type\":\"block\",\"children\":[{\"_key\":\"88e9b1501c2b\",\"_type\":\"span\",\"marks\":[],\"text\":\"We can also include another selector Argument if needed, allowing us to filter what resources should be restored. So while our backup schedule will automatically backup all Redis instance types that are in scope (along with their labels), we can choose to filter on those instance labels for scenarios where we only want to restore a subset of those instances.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"59133cc6d0a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd5733f6b5ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"For Redis, Velero allows us to restore either an entire Redis instance via \"},{\"_key\":\"c201f1ac6a61\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"--selector release=redis-shard\"},{\"_key\":\"20637a78a553\",\"_type\":\"span\",\"marks\":[],\"text\":\" or a specific shard via \"},{\"_key\":\"4e456d9a787b\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"--selector app=redis-shard-0\"},{\"_key\":\"6850c6001f76\",\"_type\":\"span\",\"marks\":[],\"text\":\". Redis shards are managed by StatefulSets; there are three replicas that are named as followed:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4dadda0c4da2\",\"_type\":\"block\",\"children\":[{\"_key\":\"0949b90497ac\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"Replica 1: redis-shard-0-server-0\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6e73d6424127\",\"_type\":\"block\",\"children\":[{\"_key\":\"e049572512e9\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"Replica 2: redis-shard-0-server-1\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0df4aa42617b\",\"_type\":\"block\",\"children\":[{\"_key\":\"396794ee7c04\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"Replica 3: redis-shard-0-server-2\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"84cc53d53af5\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea665804dd08\",\"_type\":\"span\",\"marks\":[],\"text\":\"As mentioned before, Redis is built to load a RDB file on application startup if one already exists. But if we needed to do a full recovery, we wouldn’t have any K8s pods running. Assuming that we restore from a backup, the PVs and PVCs will exist for the three different replicas, making it safe for us to bring up the Redis pods via the StatefulSet.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f7097658b467\",\"_type\":\"block\",\"children\":[{\"_key\":\"1dbb350518f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"When you create a StatefulSet, the initial ordinal pod will come up first (\"},{\"_key\":\"48c930a2d146\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"redis-shard-0-server-0\"},{\"_key\":\"a9fe9d50b866\",\"_type\":\"span\",\"marks\":[],\"text\":\"), identify that there is a RDB file, and then begin to load that into memory. Since that’s the first pod coming up for the shard, it will become the primary one for that shard. The next original pod (\"},{\"_key\":\"5a47025b4c10\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"redis-shard-0-server-1\"},{\"_key\":\"71421881bde4\",\"_type\":\"span\",\"marks\":[],\"text\":\") will perform the same action on start—that is, seeing a RDB file and loading it into memory. However, because that isn’t the first pod to come up for this shard, it will be configured to replicate from the primary instance (that is, \"},{\"_key\":\"378e91686b68\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"redis-shard-0-server-0\"},{\"_key\":\"5a9ef5c4cfd2\",\"_type\":\"span\",\"marks\":[],\"text\":\"). Because of this, a full resync is performed, clearing the contents of the memory database and requesting it from the primary instance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"94c21b759cdf\",\"_type\":\"block\",\"children\":[{\"_key\":\"2b4b7b39e7ac\",\"_type\":\"span\",\"marks\":[],\"text\":\"The upshot? In essence, the process wasted the time it spent loading the RDB file into memory when the application first booted up, drawing on computing power and increasing costs without any corresponding benefit. In addition, when our system has large RDB files that need to be loaded into memory, our mean time to recovery (MTTR) goes up, hurting our ability to swiftly recover from a given incident or issue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"412491dc5285\",\"_type\":\"block\",\"children\":[{\"_key\":\"936e2776e770\",\"_type\":\"span\",\"marks\":[],\"text\":\"Given that, we now only perform backups against the first ordinal pods in a StatefulSet, mitigating against an increase in MTTR. That’s effective because the initial ordinal pod is the first pod to get created when we restore from nothing and, accordingly, the only one that matters to our recovery efforts; after all, the remaining pods in the StatefulSet will replicate against this first pod as their means of restoration.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"de00864e7c43\",\"_type\":\"block\",\"children\":[{\"_key\":\"e47894b8214e\",\"_type\":\"span\",\"marks\":[],\"text\":\"So, how do we ensure that backups are only performed against that first Pod? Well, for Redis types that are configured for Velero backups, we have an additional \"},{\"_key\":\"ce0c361871ff\",\"_type\":\"span\",\"marks\":[\"593a0760ad13\"],\"text\":\"initContainer\"},{\"_key\":\"ceaa21ca9c08\",\"_type\":\"span\",\"marks\":[],\"text\":\" which tags the first ordinal pod with the label we defined in our backup schedule (\"},{\"_key\":\"1f493b260539\",\"_type\":\"span\",\"marks\":[\"code\"],\"text\":\"velero-backup-schedule=redis\"},{\"_key\":\"2ff536e75e5c\",\"_type\":\"span\",\"marks\":[],\"text\":\"). That way, it will get included in the backup while the other two pods are excluded:\"}],\"markDefs\":[{\"_key\":\"593a0760ad13\",\"_type\":\"link\",\"href\":\"https://kubernetes.io/docs/concepts/workloads/pods/init-containers/\"}],\"style\":\"normal\"},{\"_key\":\"f205f21c58e3\",\"_type\":\"codeBlock\",\"codeBlockContent\":{\"_type\":\"code\",\"code\":\"- name: label-velero-backup\\n image: lachlanevenson/k8s-kubectl:latest\\n command:\\n - sh\\n - -c\\n - '[ \\\"${HOSTNAME##*-}\\\" != \\\"0\\\" ] \u0026\u0026 exit 0; /usr/local/bin/kubectl label pod $POD_NAME velero-backup-schedule=redis -n $POD_NAMESPACE'\\n env:\\n - name: POD_NAMESPACE\\n valueFrom:\\n fieldRef:\\n fieldPath: metadata.namespace\\n - name: POD_NAME\\n valueFrom:\\n fieldRef:\\n fieldPath: metadata.name\",\"language\":\"yaml\"},\"shouldShowLineNumbers\":false},{\"_key\":\"d381072ddf51\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d7b1a25244a\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\nBecause we use Kubernetes in connection with so many different processes and systems related to the Braze platform, using Velero to more support stateful backups of K8s resources in an automated, ongoing, and reliable way has had significant positive impacts on our systems and our business. Since this approach automates the backup process while avoiding the creation of unnecessary volume snapshots, we've been able to reduce the financial costs associated with this process. At the same time, our use of Velero in connection with K8s has also allowed our system to achieve a faster recovery time when issues do occur, supporting increased resilience and reducing the impact of these situations on our infrastructure and our customers. That's the definition of a win-win situation!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af3e2602d410\",\"_type\":\"block\",\"children\":[{\"_key\":\"429e930be106\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ba2f4928d522\",\"_type\":\"block\",\"children\":[{\"_key\":\"8cf9ef36410a\",\"_type\":\"span\",\"marks\":[],\"text\":\"As Braze has taken increased advantage of Kubernetes to support aspects of our customer engagement platform and related infrastructure, we’ve seen new possibilities open up for our systems. At the same time, we’ve found that we sometimes need to identify additional (or different) solutions for challenges that previously had been solved natively. Velero has been a great help when it comes to natively backing up Persistent Volumes in K8s, allowing us to reduce MTTR, cut costs, and support a more reliable and scalable recovery process.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3e6352c5f117\",\"_type\":\"block\",\"children\":[{\"_key\":\"01a682e1e982\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Interested in working on these sorts of ambitious projects? Braze DevOps is hiring. Check out \"},{\"_key\":\"b0279f71e4cf\",\"_type\":\"span\",\"marks\":[\"5da943ea3cf4\",\"em\"],\"text\":\"our careers page\"},{\"_key\":\"a951f0381b5c\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" to learn more about our open roles and our culture.\"}],\"markDefs\":[{\"_key\":\"5da943ea3cf4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/company/careers?gh_src=03137bfb1us\"}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/3deebed665c626a04b753fdf18d4c2395b0d18a6-3840x2160.png\",\"publishedDate\":\"2025-11-14T14:31:00.000Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-7aef7823d5f23361108b60ef1588aadf3647e2af-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"As Braze has taken increased advantage of Kubernetes to support aspects of our customer engagement platform and related infrastructure, we’ve seen new possibilities open up for our systems. Learn how Braze is using Velero to backup stateful services in K8s.\",\"pageTitle\":\"How Braze uses Velero to power backup stateful services\",\"slug\":{\"_type\":\"slug\",\"current\":\"faster-cheaper-more-dependable-how-braze-uses-velero-to-power-backup-stateful-services-in-kubernetes\"}},\"title\":\"Faster, cheaper, more dependable: How Braze uses Velero to power backup stateful services in Kubernetes\"},{\"_id\":\"baf2c2cc-5dba-4594-bcf3-0155e8486855\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"293fa5dbfc1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4b8c0360905\",\"_type\":\"span\",\"marks\":[],\"text\":\"To build strong relationships with their customers, brands need to make each individual feel personally seen and valued, even when they're engaging with millions of them at once. But providing the one-to-one relevance that consumers demand on a one-to-many scale can be a major challenge, one that requires both the right data and the ability to manage, analyze, and act on that information, regardless of volume.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d9e4cfddc96b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8f4428e6f2cc\",\"_type\":\"span\",\"marks\":[],\"text\":\"For marketers managing millions of data points across multiple platforms, effectively handling customer insights makes it possible to deliver the sorts of personalized experiences consumers expect. To that end, the \"},{\"_key\":\"54ea22b7d526\",\"_type\":\"span\",\"marks\":[\"bc46835ae390\"],\"text\":\"Braze Data Platform\"},{\"_key\":\"da8a28a6294c\",\"_type\":\"span\",\"marks\":[],\"text\":\" (BDP) enables brands to leverage that information effectively and use it to drive relevance at scale for businesses around the globe.\"}],\"markDefs\":[{\"_key\":\"bc46835ae390\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/braze-data-platform\"}],\"style\":\"normal\"},{\"_key\":\"b7c4f4683d78\",\"_type\":\"block\",\"children\":[{\"_key\":\"7fe1e724893f\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does that look like? Between January 1 and December 31, 2025, the Braze platform:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d7d3dc1e47bf\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bff653531bf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Processed 25.8 trillion data points from a variety of \"},{\"_key\":\"f7c5754b49fe\",\"_type\":\"span\",\"marks\":[\"1732bf8999bd\"],\"text\":\"ingestion sources\"},{\"_key\":\"5fbb1e4b2575\",\"_type\":\"span\",\"marks\":[],\"text\":\" (including SDKs and APIs).\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"1732bf8999bd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/exploring-the-technical-side-of-ingesting-data-into-braze\"}],\"style\":\"normal\"},{\"_key\":\"72eb733ee964\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd4ddaeef19b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Made 8.7 trillion profile updates via our reverse ETL tool, \"},{\"_key\":\"9125dc8a3740\",\"_type\":\"span\",\"marks\":[\"92c922bc0036\"],\"text\":\"Cloud Data Ingestion\"},{\"_key\":\"17c008bb5423\",\"_type\":\"span\",\"marks\":[],\"text\":\" (CDI), among other ingestion methods.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"92c922bc0036\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/unification/cloud_ingestion\"}],\"style\":\"normal\"},{\"_key\":\"5d1e98e38a89\",\"_type\":\"block\",\"children\":[{\"_key\":\"17c008bb5423\",\"_type\":\"span\",\"marks\":[],\"text\":\"Streamed nearly 13 trillion events to our customers via our \"},{\"_key\":\"c9937b896076\",\"_type\":\"span\",\"marks\":[\"c30e7a2cc859\"],\"text\":\"Currents\"},{\"_key\":\"f8764ad429a5\",\"_type\":\"span\",\"marks\":[],\"text\":\" product.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"c30e7a2cc859\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/distribution/braze_currents\"}],\"style\":\"normal\"},{\"_key\":\"2889d3a74ba9\",\"_type\":\"block\",\"children\":[{\"_key\":\"5b415d3accea\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let's take a peek behind the curtain and explore the scale, reliability, and performance of the Braze Data Platform—and how it can support both marketers' strategic priorities and consumers' individual needs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14592d3eb5df\",\"_type\":\"block\",\"children\":[{\"_key\":\"ebdac6e916fa\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What is the Braze Data Platform?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"78f59ce7d7e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"15beb46a86b3\",\"_type\":\"span\",\"marks\":[],\"text\":\"At its core, the Braze Data Platform is a comprehensive, composable set of capabilities and partner integrations that are designed to help marketers leverage data to deliver more impactful, scalable customer experiences in real time. While there are many capabilities contained within the BDP, our goal in building it was to help our customers achieve three key objectives associated with consolidating and utilizing their customer insights.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"81b79a23f7a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"162a48276d33\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"DATA UNIFICATION\"},{\"_key\":\"a6797ef6a401\",\"_type\":\"span\",\"marks\":[],\"text\":\": Getting data into Braze quickly, economically, and with minimum fuss\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ae282efb550\",\"_type\":\"block\",\"children\":[{\"_key\":\"8605ab8cff4f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"DATA ACTIVATION\"},{\"_key\":\"a6d6597125e9\",\"_type\":\"span\",\"marks\":[],\"text\":\": Turning that data into clean, actionable insights that power campaigns\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6857709666e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"e47b18c9136f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"DATA DISTRIBUTION\"},{\"_key\":\"030a2094c3ea\",\"_type\":\"span\",\"marks\":[],\"text\":\": Sharing data and insights from Braze to other systems\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bb608f0c6eab\",\"_type\":\"block\",\"children\":[{\"_key\":\"0144b4f28a7e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The BDP may be new…but its usage already speaks volumes\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"944db8bbe73c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ffd28cba42f4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data is central to customer engagement, enabling the sorts of highly relevant, responsive messaging that consumers have come to expect. One of the primary reasons we launched the Braze Data Platform was to help marketers use the data at their disposal to power relevant, value-added experiences for their customers. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1de1970de77a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a572153f93ab\",\"_type\":\"span\",\"marks\":[],\"text\":\"We are pleased to see this vision increasingly become a reality. In fact, between the \"},{\"_key\":\"7410ecc99246\",\"_type\":\"span\",\"marks\":[\"cc2b341228b1\"],\"text\":\"July 2024 launch of the BDP\"},{\"_key\":\"b591e6c75daa\",\"_type\":\"span\",\"marks\":[],\"text\":\" and the end of 2025, the percentage of Braze customers who used three or more data features rose by 62%. That increase speaks volumes, demonstrating that when brands have an intuitive and reliable way to manage and act on data in their customer engagement efforts, they do.\"}],\"markDefs\":[{\"_key\":\"cc2b341228b1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-data-platform-announcement\"}],\"style\":\"normal\"},{\"_key\":\"cf2bf6516a8f\",\"_type\":\"block\",\"children\":[{\"_key\":\"738022252629\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"BDP by the numbers\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"222c329c5ab9\",\"_type\":\"block\",\"children\":[{\"_key\":\"732246eb6129\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pillar #1: Data unification\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1e680d5afee9\",\"_type\":\"block\",\"children\":[{\"_key\":\"879e82f0c376\",\"_type\":\"span\",\"marks\":[],\"text\":\"As the amount of data available to marketers continues to rise, making sure that all the right information is available when and where they need it is a growing focus. That's why the Braze Data Platform is designed to make it easier for brands to unify first-party data quickly and flexibly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75578d3a24c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"940e5d08996d\",\"_type\":\"span\",\"marks\":[],\"text\":\"The BDP pairs the \"},{\"_key\":\"a018919f9de1\",\"_type\":\"span\",\"marks\":[\"4c3de9c2dea1\"],\"text\":\"Braze SDKs\"},{\"_key\":\"e041cb82be6e\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"00087d5f6ad4\",\"_type\":\"span\",\"marks\":[\"6a055c051992\"],\"text\":\"APIs\"},{\"_key\":\"84f5f6fb4ca1\",\"_type\":\"span\",\"marks\":[],\"text\":\" with direct connections to leading data warehouses, digital properties, and companies' own backend systems, making it easier to understand their customers’ evolving preferences and behaviors in real time.\"}],\"markDefs\":[{\"_key\":\"4c3de9c2dea1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/getting_started/web_sdk/\"},{\"_key\":\"6a055c051992\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/api/home/\"}],\"style\":\"normal\"},{\"_key\":\"4354def2f888\",\"_type\":\"richImage\",\"alt\":\"Braze data unification statistics for 2025: 16.3 million user data pieces ingested every 20 seconds, 16.6 billion zero-copy data updates, and 25.8 trillion data points processed.\",\"asset\":{\"_ref\":\"image-704000c4c3e817041beec2e0318b5ad04d471803-2400x1512-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"c78d47f4da3e\",\"_type\":\"block\",\"children\":[{\"_key\":\"10cb7ae8168f\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"*Usage was measured between January 1 and December 31, 2025\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3e16c21084b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"57c823112a6f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What does this mean for brands?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"86e913b201cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f5ba67efd9f\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Braze Data Platform streamlines connections between Braze and your data sources of truth (e.g. cloud data warehouses, CDPs, SaaS applications) even at a massive scale. With the Braze Data Platform, we're not just talking about migrating a few spreadsheets (though, of course, \"},{\"_key\":\"30060723a948\",\"_type\":\"span\",\"marks\":[\"cc6ee224a394\"],\"text\":\"we can support that, too\"},{\"_key\":\"685e9f50f121\",\"_type\":\"span\",\"marks\":[],\"text\":\"); we're making 16.6 billion zero-copy updates in the course of the year.\"}],\"markDefs\":[{\"_key\":\"cc6ee224a394\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/unification/user_data/import_users/csv/\"}],\"style\":\"normal\"},{\"_key\":\"c6e66de44c29\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d0388228510\",\"_type\":\"span\",\"marks\":[],\"text\":\"But even that number doesn't fully speak to the scale we support. Consider the 25.8 trillion data points that the BDP processed during calendar year 2025. That volume is so large that really conceptualizing it often means working our way down to numbers that we can intuitively understand. At that scale, Braze is ingesting roughly 16.3 million pieces of user data every 20 seconds. If each piece of data were a person, that would be more than the populations of New York City, Los Angeles, and Chicago combined!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e6e21bfa7784\",\"_type\":\"block\",\"children\":[{\"_key\":\"8eb508beac68\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pillar #2: Data activation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6152a123d8ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0097e9ee8f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data unification is just stage one of your strategy; the first step before you can start the real work: Namely, crafting data-inspired but deeply human campaigns at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc460de5321c\",\"_type\":\"block\",\"children\":[{\"_key\":\"30f3cf0a62d6\",\"_type\":\"span\",\"marks\":[],\"text\":\"While first-party data is central to modern marketing, brands often need access to non-customer information to support their engagement campaigns. In addition to creating and maintaining individual user profiles, the Braze Data Platform enables brands to easily upload data to \"},{\"_key\":\"49957e4765ac\",\"_type\":\"span\",\"marks\":[\"9d988102834a\"],\"text\":\"Braze Catalogs\"},{\"_key\":\"2305b8fb36af\",\"_type\":\"span\",\"marks\":[],\"text\":\" and leverage that information to support smarter promotional campaigns, personalized outreach, and other key use cases.\"}],\"markDefs\":[{\"_key\":\"9d988102834a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/activation/catalogs/use/\"}],\"style\":\"normal\"},{\"_key\":\"ad0fa89651ca\",\"_type\":\"richImage\",\"alt\":\"Infographic showing Braze's 2025 data activation metrics: 13 million campaigns, 848 million profiles consolidated, and 8.7 trillion custom events and profile updates.\",\"asset\":{\"_ref\":\"image-3b0c3bfb383ee84438b725cb0a8338e09491e643-2400x1512-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"f684e5e47729\",\"_type\":\"block\",\"children\":[{\"_key\":\"e53119d7edcf\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"*Usage was measured between January 1 and December 31, 2025\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5adef966ca80\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a5febf3b65b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What does this mean for brands?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"e19b35f78a45\",\"_type\":\"block\",\"children\":[{\"_key\":\"660c2d1b49fb\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Braze Data Platform enables brands to leverage a breadth of data from numerous sources, allowing marketers to act on user behavior in the moment and deliver iterative campaigns across nearly any use case. You can see the scale of what the BDP makes possible, not just in the 13 million campaigns and Canvases powered using custom events within Braze, but also in the 8.7 trillion custom events and user profile updates that brands generated and leveraged during calendar year 2025, highlighting the essential role that data activation plays in supporting effective personalization at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c7f3beabff77\",\"_type\":\"block\",\"children\":[{\"_key\":\"7cff040ea858\",\"_type\":\"span\",\"marks\":[],\"text\":\"Effective personalization also depends on data hygiene. Last year, the BDP combined data from multiple sources to consolidate 848 million user profiles—giving brands a single, trusted view of their customers, enhancing data quality, and powering more meaningful customer engagement. By unifying fragmented signals into a single record, marketers were able to gain a more holistic view of each customer, making it easier to understand and engage them successfully.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6f9e3f4cada5\",\"_type\":\"block\",\"children\":[{\"_key\":\"c28fc69ef537\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pillar #3: Data distribution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"597700d6b38e\",\"_type\":\"block\",\"children\":[{\"_key\":\"07fbc29f6ff1\",\"_type\":\"span\",\"marks\":[],\"text\":\"As marketers run campaigns and customers experience their individual journeys, an abundance of valuable new data is created. 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