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always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><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="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-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">Reporting & Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance & uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><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">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 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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" 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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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They’re curious, motivated, ready to see what your product can do. But instead of a smooth introduction, they hit a wall: Clunky forms, vague guidance, a confusing path forward. Enthusiasm fades, and just like that—you’ve lost a valuable opportunity to build a lasting relationship.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e3c29a02e64d\",\"_type\":\"block\",\"children\":[{\"_key\":\"edc252c3ec90\",\"_type\":\"span\",\"marks\":[],\"text\":\"This kind of friction isn’t just frustrating for users. It’s costly for your business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8de5d72ee362\",\"_type\":\"block\",\"children\":[{\"_key\":\"6595114f89fb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Manual onboarding workflows can’t often keep pace with user expectations or team capacity. They often miss the mark when it comes to timing, relevance, and personalization. That’s where \"},{\"_key\":\"f81ee72998e9\",\"_type\":\"span\",\"marks\":[\"be44f18ffd0b\"],\"text\":\"customer onboarding automation\"},{\"_key\":\"3c115b6dadf4\",\"_type\":\"span\",\"marks\":[],\"text\":\" steps in.\"}],\"markDefs\":[{\"_key\":\"be44f18ffd0b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/solutions/optimize-onboarding\"}],\"style\":\"normal\"},{\"_key\":\"5efcc2904199\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1fc318cc62b\",\"_type\":\"span\",\"marks\":[],\"text\":\"An automated customer onboarding process helps you deliver faster, more intuitive experiences from the very first interaction. A good automated onboarding flow adapts to user behavior in real time for a \"},{\"_key\":\"e52295b8ce59\",\"_type\":\"span\",\"marks\":[\"69fd15c5c231\"],\"text\":\"high-impact journeys\"},{\"_key\":\"2bb15a952020\",\"_type\":\"span\",\"marks\":[],\"text\":\", without the need for constant manual input.\"}],\"markDefs\":[{\"_key\":\"69fd15c5c231\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\"}],\"style\":\"normal\"},{\"_key\":\"77756d49a1a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"3f83652c8e1b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Contents\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"38c73b1881d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"91096c8bcb0c\",\"_type\":\"span\",\"marks\":[\"a4485f1a326b\"],\"text\":\"What is customer onboarding?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"a4485f1a326b\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-onboarding-automation#what\"}],\"style\":\"normal\"},{\"_key\":\"c19a525a1114\",\"_type\":\"block\",\"children\":[{\"_key\":\"d6488bb4ed8e\",\"_type\":\"span\",\"marks\":[\"6786ebd82b12\"],\"text\":\"What is customer onboarding automation?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"6786ebd82b12\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-onboarding-automation#automation\"}],\"style\":\"normal\"},{\"_key\":\"0f61b813a67e\",\"_type\":\"block\",\"children\":[{\"_key\":\"15a61650202e\",\"_type\":\"span\",\"marks\":[\"8c41ac105ed1\"],\"text\":\"The benefits of automated customer onboarding\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"8c41ac105ed1\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-onboarding-automation#benefits\"}],\"style\":\"normal\"},{\"_key\":\"96ad8c59079b\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd37e3f3278a\",\"_type\":\"span\",\"marks\":[\"801c3e4a52be\"],\"text\":\"Practical tips for an automated customer onboarding process\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"801c3e4a52be\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-onboarding-automation#tips\"}],\"style\":\"normal\"},{\"_key\":\"54295567517b\",\"_type\":\"block\",\"children\":[{\"_key\":\"aaeec5606a8f\",\"_type\":\"span\",\"marks\":[\"5fd2935cc1fa\"],\"text\":\"Best practices for an automated onboarding process\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"5fd2935cc1fa\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-onboarding-automation#best-practices\"}],\"style\":\"normal\"},{\"_key\":\"cfda4e49e51a\",\"_type\":\"block\",\"children\":[{\"_key\":\"1580e9b53778\",\"_type\":\"span\",\"marks\":[\"1c8ad9bae3bd\"],\"text\":\"Real-world examples of customer onboarding automation using Braze\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"1c8ad9bae3bd\",\"_type\":\"link\",\"blank\":false,\"href\":\"#examples\"}],\"style\":\"normal\"},{\"_key\":\"829b9cb4cd27\",\"_type\":\"block\",\"children\":[{\"_key\":\"523c8bb3601e\",\"_type\":\"span\",\"marks\":[\"f991c376a904\"],\"text\":\"Bring your onboarding strategy to life with Braze\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"f991c376a904\",\"_type\":\"link\",\"blank\":false,\"href\":\"customer-onboarding-automation#conclusion\"}],\"style\":\"normal\"},{\"_key\":\"a8ed7128bc22\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e498c9e2564\",\"_type\":\"span\",\"marks\":[\"0c56fdc85db8\"],\"text\":\"Automated customer onboarding FAQs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"0c56fdc85db8\",\"_type\":\"link\",\"blank\":false,\"href\":\"faqs\"}],\"style\":\"normal\"},{\"_key\":\"bb9c0fe07063\",\"_type\":\"anchor\",\"anchorId\":\"what\"},{\"_key\":\"56ad82abd374\",\"_type\":\"block\",\"children\":[{\"_key\":\"31c91666b145\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is customer onboarding?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"56353ee331a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"5769006924ef\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer onboarding is the process of guiding new customers through the initial stages of their experience with a product or service. The goal of onboarding is to help customers understand how to use the product, app, or services effectively, ensuring they derive maximum value from it and fostering a positive relationship from the outset.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d0f14ba227fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"5669fcf666c8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Done well, onboarding builds confidence and trust. It turns curiosity into habit, and first-time users into long-term customers. Rather than overwhelming new users with information, \"},{\"_key\":\"22565c2df168\",\"_type\":\"span\",\"marks\":[\"723e727b9041\"],\"text\":\"great onboarding meets them where they are\"},{\"_key\":\"5be99a36f6f8\",\"_type\":\"span\",\"marks\":[],\"text\":\", offering guidance, support, and just the right amount of context along the way.\"}],\"markDefs\":[{\"_key\":\"723e727b9041\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-onboarding\"}],\"style\":\"normal\"},{\"_key\":\"dce80fdee702\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7d9df909cf7\",\"_type\":\"span\",\"marks\":[],\"text\":\"The process usually unfolds in four key phases:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a4e8255187db\",\"_type\":\"block\",\"children\":[{\"_key\":\"80a6c78cd730\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pre-boarding\"},{\"_key\":\"fd7e396d1bd0\",\"_type\":\"span\",\"marks\":[],\"text\":\": This early stage is about setting expectations. You gather essential details, establish communication preferences, and begin building a sense of familiarity.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28fbaddb78db\",\"_type\":\"block\",\"children\":[{\"_key\":\"f03d3bd0acff\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Onboarding\"},{\"_key\":\"6a28a39415d8\",\"_type\":\"span\",\"marks\":[],\"text\":\": Now it’s time to guide. Product tours, how-to content, and welcome messages help users understand what’s possible—and how to get started.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"209c6e197b5d\",\"_type\":\"block\",\"children\":[{\"_key\":\"0909dfdbb6a8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Training\"},{\"_key\":\"a0f2c853abd5\",\"_type\":\"span\",\"marks\":[],\"text\":\": This is where things get interactive. Whether it’s deeper education, feature highlights, or tailored use cases, this phase helps users feel confident and in control.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e723acaa3360\",\"_type\":\"block\",\"children\":[{\"_key\":\"3082ee246d2a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Transition\"},{\"_key\":\"2db2b1817a0e\",\"_type\":\"span\",\"marks\":[],\"text\":\": Once users are engaging regularly, onboarding shifts into the background. But the experience still matters. This is when habits form and loyalty grows.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dda0e1d53596\",\"_type\":\"richImage\",\"alt\":\"a computer screen shows a flow chart with a message that says \\\" great news an item that you wanted recently went on sale \\\"\",\"asset\":{\"_ref\":\"image-dabd217503f121309efcc19845fe755d1e1dfb1e-2400x1444-png\",\"_type\":\"reference\"}},{\"_key\":\"1301d8e8e59d\",\"_type\":\"block\",\"children\":[{\"_key\":\"a77c2fd32b79\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer onboarding might include product walkthroughs, interactive tutorials, or even live sessions—what matters most is clarity, relevance, and timing. 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Smart follow-ups show you care about long-term success, not just initial setup.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eceb21ff64a8\",\"_type\":\"anchor\",\"anchorId\":\"automation\"},{\"_key\":\"e551bacec00f\",\"_type\":\"block\",\"children\":[{\"_key\":\"74eaa34aefc4\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is customer onboarding automation?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8e1ad0791dfe\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f36f840dc45\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer onboarding automation is about using technology to automate responsive journeys that guide new users through the onboarding. Think welcome messages that adapt based on user behavior, or \"},{\"_key\":\"cf35b8aa1abe\",\"_type\":\"span\",\"marks\":[\"94fdbcbb5fe6\"],\"text\":\"email sequences\"},{\"_key\":\"7f430b734d34\",\"_type\":\"span\",\"marks\":[],\"text\":\" that adjust depending on whether someone’s completed key milestones. Automated flows can walk users through setup, collect important profile data, offer in-app tips, and even highlight the next best action.\"}],\"markDefs\":[{\"_key\":\"94fdbcbb5fe6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/drip-campaign\"}],\"style\":\"normal\"},{\"_key\":\"b119be7e7285\",\"_type\":\"block\",\"children\":[{\"_key\":\"abe685c873ff\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once set up, these onboarding journeys are triggered by user behavoir—not manually sent.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ea6785f63e15\",\"_type\":\"anchor\",\"anchorId\":\"benefits\"},{\"_key\":\"b154af8529fa\",\"_type\":\"block\",\"children\":[{\"_key\":\"202e1dae959f\",\"_type\":\"span\",\"marks\":[],\"text\":\"The benefits of automated customer onboarding\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"68044915c087\",\"_type\":\"block\",\"children\":[{\"_key\":\"184438653b9f\",\"_type\":\"span\",\"marks\":[],\"text\":\"An automated onboarding process helps to create better first impressions at scale. When you build onboarding flows that respond to user behavior in real time, you make the experience feel personal, even when it’s fully automated.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bb2063a11d7e\",\"_type\":\"block\",\"children\":[{\"_key\":\"e781ea10de19\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s what you gain when you automate onboarding thoughtfully:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4dd1ec99f73d\",\"_type\":\"block\",\"children\":[{\"_key\":\"63cc1971ede3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Faster time to value\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"03787e9a0c05\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bb1f5171139\",\"_type\":\"span\",\"marks\":[],\"text\":\"Guide users to their first success sooner. Automated workflows keep things moving, helping customers complete key steps without unnecessary delays or confusion. They also can adapt to each user, making the experience feel tailored to them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1538b70da585\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7248f786673\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Consistency across the board\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"98f1fa611889\",\"_type\":\"block\",\"children\":[{\"_key\":\"9edb852adf0b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Each new customer can get a high-quality experience, no matter when they join or who’s available to support them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a81b4605484\",\"_type\":\"block\",\"children\":[{\"_key\":\"530dabf4069c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Smarter use of your team’s time\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"20479e1b0cfa\",\"_type\":\"block\",\"children\":[{\"_key\":\"bb3fae8c111b\",\"_type\":\"span\",\"marks\":[],\"text\":\"By taking repetitive tasks like campaign building, email scheduling, or message sending off your team’s plate, you free them up to focus on more strategic interactions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47b2438625df\",\"_type\":\"block\",\"children\":[{\"_key\":\"3f8d5b1a5a8c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"More satisfied customers\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"dc0580454c6b\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3d3c08c4652\",\"_type\":\"span\",\"marks\":[],\"text\":\"Clear, timely \"},{\"_key\":\"fea568c862f7\",\"_type\":\"span\",\"marks\":[\"46c84154a2c5\"],\"text\":\"onboarding helps reduce friction\"},{\"_key\":\"bde1e51de378\",\"_type\":\"span\",\"marks\":[],\"text\":\" from the start. And when users feel supported and in control, they’re far more likely to stick around, directly impacting customer retention. It’s a win-win for your users and your team.\"}],\"markDefs\":[{\"_key\":\"46c84154a2c5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/5-onboarding-questions-1\"}],\"style\":\"normal\"},{\"_key\":\"e661ebd90820\",\"_type\":\"anchor\",\"anchorId\":\"tips\"},{\"_key\":\"13eead9ca572\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed9c5e707a13\",\"_type\":\"span\",\"marks\":[],\"text\":\"Practical tips for an automated customer onboarding process\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"659a401724e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a1b866e4003\",\"_type\":\"span\",\"marks\":[\"3194c8bc64e9\"],\"text\":\"Automated onboarding\"},{\"_key\":\"5b51b208617f\",\"_type\":\"span\",\"marks\":[],\"text\":\" is building smart, responsive flows that adapt to your users in real time. Here’s how to make that happen.\"}],\"markDefs\":[{\"_key\":\"3194c8bc64e9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/get-it-right-from-the-start-onboarding-campaign\"}],\"style\":\"normal\"},{\"_key\":\"9fe7a2efa1f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"51e86118dab5\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Define what success looks like\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f1f2bd2e2097\",\"_type\":\"block\",\"children\":[{\"_key\":\"afd60f543607\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before you build anything, get clear on the outcomes you want. Do new users need to complete setup, explore key features, or hit their first value moment? Really pin down what success means for your customers, and how you’ll measure it. These goals will shape what follows.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f9b4e1603aff\",\"_type\":\"block\",\"children\":[{\"_key\":\"57a80ddc0783\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Map the journey\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"521737a5a417\",\"_type\":\"block\",\"children\":[{\"_key\":\"9866e2b57fed\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start by sketching out your current onboarding experience, from signup to full product adoption. Identify the milestones, moments of friction, and common drop-off points. Look at it from the user’s perspective: What are they trying to do at each stage? Who’s involved? What might slow them down?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"417b68144aa9\",\"_type\":\"block\",\"children\":[{\"_key\":\"8b676854e019\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you serve multiple customer segments, you can build \"},{\"_key\":\"f7372d2572e6\",\"_type\":\"span\",\"marks\":[\"524e8b03071e\"],\"text\":\"tailored journeys\"},{\"_key\":\"f12f9819babb\",\"_type\":\"span\",\"marks\":[],\"text\":\" for each one. Personalization starts with understanding.\"}],\"markDefs\":[{\"_key\":\"524e8b03071e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\"}],\"style\":\"normal\"},{\"_key\":\"70e98257267b\",\"_type\":\"block\",\"children\":[{\"_key\":\"d80ea8a3e2ad\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Tailor journeys to the users\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6baf8b33106a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a580a344dcea\",\"_type\":\"span\",\"marks\":[],\"text\":\"Segment your users based on needs or behavior, then tailor each flow with targeted messages, product tours, or nudges that speak directly to where they are. For example, \"},{\"_key\":\"e78d0f46cc38\",\"_type\":\"span\",\"marks\":[\"a24df23d562a\"],\"text\":\"Braze Action Paths\"},{\"_key\":\"3fdceb9b3712\",\"_type\":\"span\",\"marks\":[],\"text\":\" allow you to dynamically guide users based on their behaviors. This feature allows you to customize user paths based on specific actions, such as engagement events or custom events.\"}],\"markDefs\":[{\"_key\":\"a24df23d562a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/experiment_step/personalized_paths/#how-personalized-paths-works\"}],\"style\":\"normal\"},{\"_key\":\"38d437fd6442\",\"_type\":\"block\",\"children\":[{\"_key\":\"4df62e6ef6f7\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Build intuitive workflows\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7df7b78a6d2e\",\"_type\":\"block\",\"children\":[{\"_key\":\"720979a879a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"With tools in place, it’s time to connect the dots. Design \"},{\"_key\":\"4bedba94772a\",\"_type\":\"span\",\"marks\":[\"3391827062e7\"],\"text\":\"workflows that feel seamless\"},{\"_key\":\"c2fb24be8fa0\",\"_type\":\"span\",\"marks\":[],\"text\":\" to your users and make logical sense internally. Set up clear triggers—like a completed form or a missed milestone—to move users through different paths. Use conditional logic (if this, then that) to adapt the experience in real time, so it stays relevant and helpful throughout.\"}],\"markDefs\":[{\"_key\":\"3391827062e7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\"}],\"style\":\"normal\"},{\"_key\":\"232ec5e1193b\",\"_type\":\"block\",\"children\":[{\"_key\":\"383e36ce067a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t forget the human touches: a warm welcome message, a timely nudge, a clear progress tracker. These details turn automation into experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bcca8c25c48e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0f7884a431e2\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Test before you scale\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d57f8d665004\",\"_type\":\"block\",\"children\":[{\"_key\":\"9522a968d9e2\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can launch a pilot with a small group of users and gather honest feedback. Where are they hesitating? What feels clunky? Use that input to fine-tune the flow before you roll it out more broadly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"63864f01b039\",\"_type\":\"block\",\"children\":[{\"_key\":\"8365d734a493\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Measure, learn, and iterate\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3d634eb26284\",\"_type\":\"block\",\"children\":[{\"_key\":\"4adfd0e455a4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once your automated onboarding is live, track the right metrics—time to value, activation rate, retention rate, for example. Combine usage data with qualitative feedback to see what’s working and what’s not. Then adjust. Optimization isn’t a one-time task; it’s part of building an onboarding experience that keeps getting better.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2d9926a517bd\",\"_type\":\"anchor\",\"anchorId\":\"best-practices\"},{\"_key\":\"ccfd9c9d3fb4\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d4809e98576\",\"_type\":\"span\",\"marks\":[],\"text\":\"Best practices for automated onboarding process\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8d31d2dd07bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea3fb573f7c3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Building an automated onboarding experience that works for both your team and your customers means getting the details right. When done thoughtfully, and with \"},{\"_key\":\"cced4cffe497\",\"_type\":\"span\",\"marks\":[\"f100de16e6f2\"],\"text\":\"best practices\"},{\"_key\":\"f11b63f50834\",\"_type\":\"span\",\"marks\":[],\"text\":\" in mind, automation makes onboarding faster, clearer, and more relevant.\"}],\"markDefs\":[{\"_key\":\"f100de16e6f2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/10-point-mobile-onboarding-checklist\"}],\"style\":\"normal\"},{\"_key\":\"afc99c2bb5b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ca57860bea1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are three key areas to focus on:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ff0e8a227ce3\",\"_type\":\"block\",\"children\":[{\"_key\":\"54f139651f1f\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Personalize wherever it counts\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f75f12403d12\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9e9678f96f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Great onboarding doesn’t treat everyone the same. Use segmentation to target the right audience, and then dynamic personalize tools to tailor content based on past purchases, previous engagement, customer preferences, and more.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd52a9a45842\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3ee3b1d646f\",\"_type\":\"span\",\"marks\":[],\"text\":\"The goal is to customize welcome messages, product walkthroughs, and milestones to reflect each user’s journey. The more aligned the experience feels to a customer’s goals, the more likely they are to stay engaged, leading to increased customer satisfaction and longer retention.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"afd9da9bd3d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"f2d1371533cf\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Communicate clearly and consistently\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"734251d2ce72\",\"_type\":\"block\",\"children\":[{\"_key\":\"c69125464093\",\"_type\":\"span\",\"marks\":[],\"text\":\"Each automated message should have a purpose. Set up touchpoints that guide users through each stage of onboarding, from what they’ve already done to what’s coming next. Use \"},{\"_key\":\"5b0916e4fb3e\",\"_type\":\"span\",\"marks\":[\"cbc8c58a2b6b\"],\"text\":\"in-app messaging\"},{\"_key\":\"c76531939ff6\",\"_type\":\"span\",\"marks\":[],\"text\":\" or email, for example, to help customers track their own progress and feel in control.\"}],\"markDefs\":[{\"_key\":\"cbc8c58a2b6b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/in-app-messages-across-platforms\"}],\"style\":\"normal\"},{\"_key\":\"132810e2cc93\",\"_type\":\"block\",\"children\":[{\"_key\":\"200fe6746efb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Transparency builds trust, especially when users know where to go for help or what to expect next. Keep your language clear, friendly, and free from jargon. Customers should never feel lost in the process.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d38108d16105\",\"_type\":\"block\",\"children\":[{\"_key\":\"b14e3a4532f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Keep improving with real-time insights\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"44483d8eea33\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ceadb6a83ac\",\"_type\":\"span\",\"marks\":[],\"text\":\"Automation doesn’t stop at launch. Monitor how your onboarding flows are performing by tracking key metrics, such as time to value, task completion rates, engagement drop-offs, retention rates. Use those insights to fine-tune the experience over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9aeb94f68927\",\"_type\":\"block\",\"children\":[{\"_key\":\"d14bcc3d466c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Look at where users get stuck, which segments are lagging, or what content is underperforming. Small adjustments can lead to big gains, especially when they’re driven by real behavior, not assumptions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b82ceb7de25\",\"_type\":\"anchor\",\"anchorId\":\"examples\"},{\"_key\":\"f6ebfcb8833a\",\"_type\":\"block\",\"children\":[{\"_key\":\"15fb8165c49e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-world examples of customer onboarding automation using Braze\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9deb33f6a74a\",\"_type\":\"block\",\"children\":[{\"_key\":\"abae7598a381\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bite-sized wins: How Grubhub delivered more with smarter onboarding\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7c189852a9ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"99ef3a766783\",\"_type\":\"span\",\"marks\":[\"e0ed1d910b5e\"],\"text\":\"Grubhub\"},{\"_key\":\"3bdb8297d2bd\",\"_type\":\"span\",\"marks\":[],\"text\":\", a leading online food delivery service, connects diners with over 365,000 restaurant partners across more than 4,000 US cities. Beyond traditional food delivery, Grubhub collaborates with over 300 college campuses to offer tailored dining experiences to students through its Grubhub Campus program.\"}],\"markDefs\":[{\"_key\":\"e0ed1d910b5e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/grubhub-onboarding-case-study\"}],\"style\":\"normal\"},{\"_key\":\"4f3c6a83474e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a2d8ad3d7b57\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"8d3f7aa5dc31\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a71eb09f76e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Despite the benefits of the Grubhub Campus program, student enrollment rates were low. Many students initiated but did not complete the onboarding process, indicating a disconnect in communicating the program's value effectively.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"091719295d18\",\"_type\":\"block\",\"children\":[{\"_key\":\"fb5b85ac0e08\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"7be16077ef72\",\"_type\":\"block\",\"children\":[{\"_key\":\"f49a6be339c5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Grubhub leveraged \"},{\"_key\":\"73cebfe96e0b\",\"_type\":\"span\",\"marks\":[\"18db73547938\"],\"text\":\"Braze Canvas\"},{\"_key\":\"30102aa72cf8\",\"_type\":\"span\",\"marks\":[],\"text\":\", to create a multi-stage \\\"Welcome Stream\\\" campaign aimed at enhancing the onboarding experience for students. This automated, \"},{\"_key\":\"c4fe30fcda61\",\"_type\":\"span\",\"marks\":[\"b4bb15bcfa83\"],\"text\":\"cross-channel strategy\"},{\"_key\":\"38cbc45b7c58\",\"_type\":\"span\",\"marks\":[],\"text\":\" utilized personalized emails and push notifications over a 30-day period to guide students through the onboarding process, clearly highlighting the benefits of the Grubhub Campus program.\"}],\"markDefs\":[{\"_key\":\"18db73547938\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas\"},{\"_key\":\"b4bb15bcfa83\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/onboarding-messages-example\"}],\"style\":\"normal\"},{\"_key\":\"7d1fe1069b9e\",\"_type\":\"richImage\",\"alt\":\"Three mobile phone screens display Grubhub app promotions for students, featuring Grubhub+ benefits and campus card integration.\",\"asset\":{\"_ref\":\"image-3000e81a696eb5a6e4a0d5fff3aed9585495a0d1-2400x1300-png\",\"_type\":\"reference\"}},{\"_key\":\"3212d2188119\",\"_type\":\"block\",\"children\":[{\"_key\":\"821c03232ae5\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"90a641cd41bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"964c1b763813\",\"_type\":\"span\",\"marks\":[],\"text\":\"To measure success, Grubhub used Braze Alloys technology partner \"},{\"_key\":\"addefdb05d86\",\"_type\":\"span\",\"marks\":[\"d5528922031a\"],\"text\":\"Amplitude\"},{\"_key\":\"822aca2c0156\",\"_type\":\"span\",\"marks\":[],\"text\":\" to help measure success. They tracked in-app sessions driven by the campaign efforts and Google Analytics to track marketplace orders via UTMs.\"}],\"markDefs\":[{\"_key\":\"d5528922031a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/partners/technology-partners/amplitude\"}],\"style\":\"normal\"},{\"_key\":\"0dd012aca77c\",\"_type\":\"block\",\"children\":[{\"_key\":\"3ab4c661d91d\",\"_type\":\"span\",\"marks\":[],\"text\":\"The revamped onboarding flow led to tens of thousands of students integrating Grubhub Campus into their dining routines, resulting in hundreds of thousands of orders. Notably, there was a 188% increase in Grubhub+ sign-ups and an impressive 836% increase in related ROI.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"120cf5e6a1ab\",\"_type\":\"richImage\",\"alt\":\"Metrics show an 836% increase in ROI, 20% increase in overall orders, and 188% increase in Grubhub+ signups.\",\"asset\":{\"_ref\":\"image-715c6a32888a72f66a3e1df98ba33e1013ed7911-2400x852-png\",\"_type\":\"reference\"}},{\"_key\":\"58f0a63f0b3f\",\"_type\":\"block\",\"children\":[{\"_key\":\"844653083a42\",\"_type\":\"span\",\"marks\":[],\"text\":\"Success story: Tonies tunes into tailored onboarding\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cab2c4a44b94\",\"_type\":\"block\",\"children\":[{\"_key\":\"18d753fb9c04\",\"_type\":\"span\",\"marks\":[\"73154cd44a08\"],\"text\":\"Tonies\"},{\"_key\":\"674cf4142e7f\",\"_type\":\"span\",\"marks\":[],\"text\":\" offers an innovative audio entertainment system for children, featuring the Toniebox speaker and collectible figurines known as Tonies. When a Tonie is placed on the Toniebox, children are immersed in a world of stories and songs, providing a screen-free entertainment experience.\"}],\"markDefs\":[{\"_key\":\"73154cd44a08\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/tonies-case-study\"}],\"style\":\"normal\"},{\"_key\":\"22fd9e14256b\",\"_type\":\"block\",\"children\":[{\"_key\":\"2cf650599889\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"d9b6131550c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"79012b2abd71\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tonies aimed to better activate customers throughout their lifecycle, particularly focusing on\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"243c29b26cee\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c2ce7698c6c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Encouraging new users to quickly realize the product's core value.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"48cccc29f1fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"4765527f4b41\",\"_type\":\"span\",\"marks\":[],\"text\":\"Converting users from free to paid content.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b5c91d45931\",\"_type\":\"block\",\"children\":[{\"_key\":\"85d2e3d080ee\",\"_type\":\"span\",\"marks\":[],\"text\":\"Upselling existing customers with relevant content.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"113d7625d802\",\"_type\":\"block\",\"children\":[{\"_key\":\"f14db84d5c5d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Their existing system lacked the necessary segmentation, personalization, and cross-channel capabilities to achieve these objectives, resulting in stagnant success rates.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6b192ad2f854\",\"_type\":\"block\",\"children\":[{\"_key\":\"c711bc957477\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"738b47974021\",\"_type\":\"block\",\"children\":[{\"_key\":\"bb1ffdf786bd\",\"_type\":\"span\",\"marks\":[],\"text\":\"By implementing Braze, Tonies was able to target users with personalized messaging based on real-time behavior across all connected devices. They overhauled their onboarding process and created an in-app onboarding flow to guide new users toward this high-value action. A \"},{\"_key\":\"5a164b9ae68b\",\"_type\":\"span\",\"marks\":[\"f28f6afbfe42\"],\"text\":\"Braze Content Card\"},{\"_key\":\"c0286ef05b13\",\"_type\":\"span\",\"marks\":[],\"text\":\"™ highlighted the availability of free content and in-app messages were used to walk users through downloading and using the content. Tonies also launched upsell campaigns that aligned with users' content interests, \"},{\"_key\":\"b63a1b19777a\",\"_type\":\"span\",\"marks\":[\"0a2097d87750\"],\"text\":\"enhancing engagement\"},{\"_key\":\"61c70ebf9fa6\",\"_type\":\"span\",\"marks\":[],\"text\":\" and encouraging conversions.\"}],\"markDefs\":[{\"_key\":\"f28f6afbfe42\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/why-content-cards-are-important-for-your-cross-channel-strategy\"},{\"_key\":\"0a2097d87750\",\"_type\":\"link\",\"href\":\"https://www.braze.com/solutions/increase-engagement\"}],\"style\":\"normal\"},{\"_key\":\"f8587c8ca2ba\",\"_type\":\"richImage\",\"alt\":\"Four mobile app screens illustrating the process of assigning free digital content to a Creative Tonie device.\",\"asset\":{\"_ref\":\"image-1a25fb76d01af5788ee98318788fa4366c034f4c-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"eab18527bdc8\",\"_type\":\"block\",\"children\":[{\"_key\":\"a0fdb8f25e88\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"c95c78af5a3b\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6074f1edaa7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tonies experienced a 117% year-over-year increase in free-to-paid content conversions, demonstrating the effectiveness of their personalized engagement strategies.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"53afd5630496\",\"_type\":\"richImage\",\"alt\":\"By the metrics: 117% free-to-paid content conversion rate increase YoY (from 2023 to 2024).\",\"asset\":{\"_ref\":\"image-d1de5cc8884cca52ce2491e3ab25119a3373b559-2400x852-png\",\"_type\":\"reference\"}},{\"_key\":\"6b62331ab7f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"809b722ca5d9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Fresh starts and shopping carts: Erewhon’s personalized path to loyal hearts\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1278d3c13854\",\"_type\":\"block\",\"children\":[{\"_key\":\"45d0013c214e\",\"_type\":\"span\",\"marks\":[\"eeffcfaaaa1c\"],\"text\":\"Erewhon\"},{\"_key\":\"3be8c8139b67\",\"_type\":\"span\",\"marks\":[],\"text\":\" is a grocery store and a destination for wellness enthusiasts seeking premium products and a strong sense of community. As the brand grew, customers began to expect better customer service and digital experiences that mirrored Erewhon's distinct ethos.\"}],\"markDefs\":[{\"_key\":\"eeffcfaaaa1c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/erewhon-case-study\"}],\"style\":\"normal\"},{\"_key\":\"ad8a1f506888\",\"_type\":\"block\",\"children\":[{\"_key\":\"015d36550e08\",\"_type\":\"span\",\"marks\":[],\"text\":\"The challenge\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"ef0b1dbbae12\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc6903f3a862\",\"_type\":\"span\",\"marks\":[],\"text\":\"Erewhon had outgrown their existing platform and needed a solution that could scale with their growth and support expansion into new channels. They sought a more sophisticated approach to enhance personalization, engage customers across multiple channels, and increase revenue attributable to their marketing efforts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3be74a242aad\",\"_type\":\"block\",\"children\":[{\"_key\":\"9209b66148b6\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"0f8bff9f3397\",\"_type\":\"block\",\"children\":[{\"_key\":\"36528a0f11d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Erewhon partnered with Braze to seamlessly launch and scale personalized campaigns across various channels, including email, SMS, push notifications, and in-app messages. 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And with \"},{\"_key\":\"f951e936c12a\",\"_type\":\"span\",\"marks\":[\"6c1994787afb\"],\"text\":\"Liquid\"},{\"_key\":\"29100d8f2f68\",\"_type\":\"span\",\"marks\":[],\"text\":\", Erewhon incorporated details like loyalty statuses into their messaging. \"},{\"_key\":\"63e0cb7bce5a\",\"_type\":\"span\",\"marks\":[\"15a0ec3b14f1\"],\"text\":\"Multivariate testing\"},{\"_key\":\"a78092d9ca78\",\"_type\":\"span\",\"marks\":[],\"text\":\" also became a routine practice, helping them continuously refine their efforts.\"}],\"markDefs\":[{\"_key\":\"7e7be064d4a6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\"},{\"_key\":\"6c1994787afb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/personalization\"},{\"_key\":\"15a0ec3b14f1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/testing/multivariant_testing\"}],\"style\":\"normal\"},{\"_key\":\"67d593f38b76\",\"_type\":\"block\",\"children\":[{\"_key\":\"0f81a4570be7\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"cdfdcc5e3bb9\",\"_type\":\"block\",\"children\":[{\"_key\":\"10a5d5696b97\",\"_type\":\"span\",\"marks\":[],\"text\":\"The partnership led to a 20% increase in mobile order engagement, with approximately 50% of recipients placing a mobile order within 90 days. 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Whether you’re guiding first-time app users, re-engaging trial customers, or activating new segments at scale, Braze gives you the tools to make Each step feel personal and intuitive.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"736b204642d1\",\"_type\":\"block\",\"children\":[{\"_key\":\"689eb02a956b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Canvas makes it easy for marketing teams of many sizes and maturity levels to orchestrate sophisticated, personalized and responsive journeys with a single, modern and intuitive interface. Real-time orchestration and AI-powered optimization empower marketers to reach customers with relevant and tailored interactions on many channel and in the moments that matter most. 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More engaged customers from day one.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e6e320fec0b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ffe10ad35e3\",\"_type\":\"span\",\"marks\":[],\"text\":\"When onboarding is powered by Braze, you’re not just helping users get started, you’re setting them up for long-term success.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d4727d6e5d8\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"057c66fc2843\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Connect with sales\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/get-started\"}}],\"heading\":\"Ready to grow? Talk to our team.\"},{\"_key\":\"94b40c62e4bf\",\"_type\":\"anchor\",\"anchorId\":\"faqs\"},{\"_key\":\"04617dba0117\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"1b3fcc46c49a\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Watch the webinar now\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/webinars-and-events/creative-ai-use-cases\"}}],\"body\":[{\"_key\":\"b75b88473463\",\"_type\":\"block\",\"children\":[{\"_key\":\"454d25e05784\",\"_type\":\"span\",\"marks\":[],\"text\":\"99% of marketers say their organizations are already using AI. 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Discover benefits, best practices and strategies for onboarding success.\",\"pageTitle\":\"Master Customer Onboarding Automation | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"customer-onboarding-automation\"}},\"title\":\"Customer onboarding automation: Benefits, strategies, and best practices\"},{\"_id\":\"2fdaef5e-379f-4ba5-93b2-3b1b5a5d3d90\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"a28bd77a8666\",\"_type\":\"block\",\"children\":[{\"_key\":\"0cbf15826325\",\"_type\":\"span\",\"marks\":[],\"text\":\"Marketing campaigns are made up of dozens of unique variables, from the copy, imagery, and type of offer to the channel and send day and time. And any marketer worth their salt wants to be able to measure the impact of each of these factors on customer engagement outcomes so that they can further iterate and improve their overall performance. But to do that, teams have historically had to rely on complicated, time-consuming methods like \"},{\"_key\":\"f95b5d616333\",\"_type\":\"span\",\"marks\":[\"1ce1e90bffdc\"],\"text\":\"A/B and multivariate testing\"},{\"_key\":\"33aa3943ef96\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"1ce1e90bffdc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/testing/multivariant_testing\"}],\"style\":\"normal\"},{\"_key\":\"ab546b0b1c2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6fc3b6049b14\",\"_type\":\"span\",\"marks\":[],\"text\":\"Now, however, there’s a new, more effective option. 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First, this kind of testing only helps us learn about the effects of each variant independently; the variables can’t be grouped in any way. As a result, it’s hard to learn about the sort of general trends that drive performance and develop new marketing content that capitalizes on winning strategies.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc94ef2a05d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc4e89caa737\",\"_type\":\"span\",\"marks\":[],\"text\":\"Second, the more variants you want to test, the greater your sample size needs to be. Let’s say you have 100 variants you want to compare. 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It’s entirely possible that your customer base acts completely different in the winter, making it difficult to generalize from those earlier findings.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ffbab5899038\",\"_type\":\"block\",\"children\":[{\"_key\":\"b23e612726b6\",\"_type\":\"span\",\"marks\":[],\"text\":\"How AI decisioning helps brands overcome the limitations of traditional A/B and multivariate testing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2128d476ee38\",\"_type\":\"block\",\"children\":[{\"_key\":\"f77fe3441f08\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using the sort of grouping logic common in \"},{\"_key\":\"c66b7aeb4938\",\"_type\":\"span\",\"marks\":[\"11c37ab2cedb\"],\"text\":\"decision trees\"},{\"_key\":\"aee17355bc72\",\"_type\":\"span\",\"marks\":[],\"text\":\", AI decisioning can run through various scenarios and compare their outcomes, drawing general conclusions and allowing multiple tests to be run simultaneously behind the scenes. Instead of having to run through each test seqentially to eliminate poor-performing campaign variants one by one, brands can quickly identify and group together less impactful variants versus stronger combinations of variables. 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Simply start with some ideas you’ve been curious about, like personalizing send times or channels for each individual customer. Any test you’ve been wanting to run at the 1:1 level can work.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"63124879bab0\",\"_type\":\"block\",\"children\":[{\"_key\":\"ddd8ce4236ce\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t stop after your first experiment; keep drilling down\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"77aefbe93597\",\"_type\":\"block\",\"children\":[{\"_key\":\"e554d7796064\",\"_type\":\"span\",\"marks\":[],\"text\":\"The more that teams are able to experiment with new and different approaches—to see what works and dig deeper iteratively—the more efficient your system will become.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bc6cf31c2fd7\",\"_type\":\"block\",\"children\":[{\"_key\":\"506b3f3eccc7\",\"_type\":\"span\",\"marks\":[],\"text\":\"For instance, you could begin by exploring whether customers respond better to percent-off discounts versus dollar-off discounts, then throw out some of the dollar-off tests that don’t end up moving the needle and then deepen the analysis by comparing the impact of different discount offers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3a1c3046dd48\",\"_type\":\"block\",\"children\":[{\"_key\":\"decfa4fdcf8b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t go overboard trying to test everything\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cb50f51f0ba8\",\"_type\":\"block\",\"children\":[{\"_key\":\"fbbbd2fbbf1d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not all marketing variables are created equally. From our experience, the most influential marketing KPIs include:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"737c0f44471b\",\"_type\":\"block\",\"children\":[{\"_key\":\"93a69de7f519\",\"_type\":\"span\",\"marks\":[],\"text\":\"The hero image of the campaign\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bba24efc8eb6\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e4cd7e4de88\",\"_type\":\"span\",\"marks\":[],\"text\":\"The subject line (in emails)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4cb8e8af08e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"47c272da028f\",\"_type\":\"span\",\"marks\":[],\"text\":\"The call to action\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"da7fd32a6806\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4f49f2b6663\",\"_type\":\"span\",\"marks\":[],\"text\":\"The type of offer\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2b048226d1b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"42e2df412600\",\"_type\":\"span\",\"marks\":[],\"text\":\"The frequency\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8975e8040706\",\"_type\":\"block\",\"children\":[{\"_key\":\"80c0c31bbac3\",\"_type\":\"span\",\"marks\":[],\"text\":\"The send day and time\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"54118e83841e\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd4470c0cd54\",\"_type\":\"span\",\"marks\":[],\"text\":\"Other variables, such as the background color of an image or the placement of a disclaimer, aren’t likely to make that much of a difference.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28dd3fa12e9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"0444b91ee70d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t waste time trying to engineer the perfect combination of factors to test\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"65fed3cbb16b\",\"_type\":\"block\",\"children\":[{\"_key\":\"fdd95fbe5c1b\",\"_type\":\"span\",\"marks\":[],\"text\":\"As I mentioned before, as long as you start with questions you’re curious about and make sure you test out the key factors we’ve found make a difference (listed above), you’ll be setting yourself up for success.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"67263f471058\",\"_type\":\"block\",\"children\":[{\"_key\":\"ec8a8ac7e148\",\"_type\":\"span\",\"marks\":[],\"text\":\"The great thing about reinforcement learning is that even if a particular option isn’t that effective, you won’t end up wasting that much time, money, or resources testing it out. The AI decisioning system will learn fairly quickly whether it’s having an impact and, if it’s not, it will stop showing that option to customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a5e79112a9a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"9fb06b1edc27\",\"_type\":\"span\",\"marks\":[],\"text\":\"Recognize that there aren’t all-or-nothing winners or losers; you’re always learning and optimizing\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"82326b3611cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"57ff2c8b9d42\",\"_type\":\"span\",\"marks\":[],\"text\":\"With A/B testing, you set a specific goal, such as to determine whether blue call-to-action buttons outperform other colors. Once you find out the answer, you may declare victory and be done with the experiment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cfdebbd516b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"425ac2ebf7cd\",\"_type\":\"span\",\"marks\":[],\"text\":\"But that’s not the case with AI decisioning. AI decisioning is an always-on practice.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc669cdd760f\",\"_type\":\"block\",\"children\":[{\"_key\":\"71e8844189ae\",\"_type\":\"span\",\"marks\":[],\"text\":\"As you acquire more customers and they advance through their customer journeys, AI decisioning is continuously learning what’s working—and what’s not—for each individual. This type of testing, learning, and iterating also adapts as circumstances change, whether that’s due to seasonality or shifts in customer behavior driven by other factors, such as what’s happening with the economy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"307ea97975fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a020b918eb8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conduct a quarterly regular review of the variables you’re testing\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"281c3fde0956\",\"_type\":\"block\",\"children\":[{\"_key\":\"33968876aafe\",\"_type\":\"span\",\"marks\":[],\"text\":\"Do some housekeeping and take a look at the top 80% of factors that are creating value and consider eliminating the bottom 20% of options that are not creating value and replacing those with new, clever ideas.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3e2253d4f2e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"ded93b27b84e\",\"_type\":\"span\",\"marks\":[],\"text\":\"The reality is, even if you don’t have any new ideas to test out, the model doesn’t need to send traffic to underperforming campaign variants to keep testing and exploring them further.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bf6a71555a28\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9031119b7a4\",\"_type\":\"span\",\"marks\":[],\"text\":\"You’ll get the most value when you work with a brand that offers AI decisioning services\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a6f04cd0f5c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"92b780622959\",\"_type\":\"span\",\"marks\":[],\"text\":\"Self-service, off-the-shelf AI decisioning systems won’t help you customize the model to work in ways that best support your business. As part of the BrazeAI Decisioning Studioᵀᴹ, \"},{\"_key\":\"e11196aeeb88\",\"_type\":\"span\",\"marks\":[\"5c4924475968\"],\"text\":\"we offer forward-deployed data scientists and technical support\"},{\"_key\":\"8620916d1d12\",\"_type\":\"span\",\"marks\":[],\"text\":\" that tailor our AI decisioning system so that it recognizes the metrics and data that matter for your brand and acts in ways that create the most value for your organization.\"}],\"markDefs\":[{\"_key\":\"5c4924475968\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-decisioning-expert-oversight\"}],\"style\":\"normal\"},{\"_key\":\"ad649665ea23\",\"_type\":\"block\",\"children\":[{\"_key\":\"4353c1f88813\",\"_type\":\"span\",\"marks\":[],\"text\":\"For instance, when one streaming services brand was using the BrazeAI Decisioning Studioᵀᴹ to test various offers off—such as $10 off for two months, $15 off for three months, and so forth—we found that customers were responding to the dollar amount more than they were to the total value. So even though $15 off for three months is worth $45 in savings, customers were more likely to take action when receiving $20 off for one month. 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Choosing between multi-armed bandit vs. A/B testing often comes down to speed, confidence, and the type of decision at hand. A/B testing delivers clear, statistically rigorous results, while multi-armed bandit testing reallocates traffic in real time to maximize performance during the run. Both approaches bring distinct advantages—and tradeoffs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2fb1921d7df9\",\"_type\":\"block\",\"children\":[{\"_key\":\"ab7fe89724b6\",\"_type\":\"span\",\"marks\":[],\"text\":\"In this article, we’ll break down the differences between A/B testing and multi-armed bandit testing, highlight when each method makes sense, and explore hybrid models that combine rigor with adaptability. You’ll also see how Braze and \"},{\"_key\":\"f166b21dc355\",\"_type\":\"span\",\"marks\":[\"37dca977624d\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"2821d043a2f1\",\"_type\":\"span\",\"marks\":[],\"text\":\" give marketing teams the tools to run structured tests, optimize dynamically, and build toward reinforcement learning for \"},{\"_key\":\"00ba4a8a806c\",\"_type\":\"span\",\"marks\":[\"86b9431429e9\"],\"text\":\"personalization at 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testing?\"}],\"markDefs\":[{\"_key\":\"b7b7a0a22f03\",\"_type\":\"link\",\"blank\":false,\"href\":\"braze.com/resources/articles/multi-armed-bandit-vs-ab-testing#what\"}],\"style\":\"normal\"},{\"_key\":\"3659d6676851\",\"_type\":\"block\",\"children\":[{\"_key\":\"444916f3b071\",\"_type\":\"span\",\"marks\":[\"c67fdf5c9d0e\"],\"text\":\"Key differences of A/B testing vs bandit testing\"}],\"markDefs\":[{\"_key\":\"c67fdf5c9d0e\",\"_type\":\"link\",\"blank\":false,\"href\":\"braze.com/resources/articles/multi-armed-bandit-vs-ab-testing#key\"}],\"style\":\"normal\"},{\"_key\":\"d280e2ed0ec4\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef37fa956db9\",\"_type\":\"span\",\"marks\":[\"7a8a30f415bd\"],\"text\":\"When to use A/B testing\"}],\"markDefs\":[{\"_key\":\"7a8a30f415bd\",\"_type\":\"link\",\"blank\":false,\"href\":\"braze.com/resources/articles/multi-armed-bandit-vs-ab-testing#when\"}],\"style\":\"normal\"},{\"_key\":\"9325c4618b21\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a000cba8e6a\",\"_type\":\"span\",\"marks\":[\"29b92c8b76f9\"],\"text\":\"When to use multi-armed bandit optimization\"}],\"markDefs\":[{\"_key\":\"29b92c8b76f9\",\"_type\":\"link\",\"blank\":false,\"href\":\"braze.com/resources/articles/multi-armed-bandit-vs-ab-testing#multi\"}],\"style\":\"normal\"},{\"_key\":\"3806b3757a35\",\"_type\":\"block\",\"children\":[{\"_key\":\"6495acb0ce18\",\"_type\":\"span\",\"marks\":[\"b3dd254e4dfa\"],\"text\":\"Real-life examples for A/B testing and bandit algorithms marketing\"}],\"markDefs\":[{\"_key\":\"b3dd254e4dfa\",\"_type\":\"link\",\"blank\":false,\"href\":\"braze.com/resources/articles/multi-armed-bandit-vs-ab-testing#real\"}],\"style\":\"normal\"},{\"_key\":\"20d2c206958b\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b5fb296b1b1\",\"_type\":\"span\",\"marks\":[\"d8694d1384ea\"],\"text\":\"Dynamic experimentation: hybrid approaches that scale\"}],\"markDefs\":[{\"_key\":\"d8694d1384ea\",\"_type\":\"link\",\"blank\":false,\"href\":\"braze.com/resources/articles/multi-armed-bandit-vs-ab-testing#scale\"}],\"style\":\"normal\"},{\"_key\":\"3dae8168aca4\",\"_type\":\"block\",\"children\":[{\"_key\":\"92e70653ed94\",\"_type\":\"span\",\"marks\":[\"def0bf5a6d1e\"],\"text\":\"How Braze and BrazeAI Decisioning Studio™ enable testing\"}],\"markDefs\":[{\"_key\":\"def0bf5a6d1e\",\"_type\":\"link\",\"blank\":false,\"href\":\"braze.com/resources/articles/multi-armed-bandit-vs-ab-testing#how\"}],\"style\":\"normal\"},{\"_key\":\"bd34760e6aff\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c7462426f1c\",\"_type\":\"span\",\"marks\":[\"65df7b5466ad\"],\"text\":\"Final thoughts on Multi-armed bandit vs. A/B testing\"}],\"markDefs\":[{\"_key\":\"65df7b5466ad\",\"_type\":\"link\",\"blank\":false,\"href\":\"braze.com/resources/articles/multi-armed-bandit-vs-ab-testing#final\"}],\"style\":\"normal\"},{\"_key\":\"048e985dba9c\",\"_type\":\"block\",\"children\":[{\"_key\":\"1cdebef1c51b\",\"_type\":\"span\",\"marks\":[\"f5f91ab13629\"],\"text\":\"FAQs on Multi-armed bandit vs. A/B testing\"}],\"markDefs\":[{\"_key\":\"f5f91ab13629\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/multi-armed-bandit-vs-ab-testing#faqs\"}],\"style\":\"normal\"},{\"_key\":\"8b722a982392\",\"_type\":\"anchor\",\"anchorId\":\"what\"},{\"_key\":\"b106119f8c30\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee82338c3051\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is A/B testing?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"71a4154df9c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a6c08549368\",\"_type\":\"span\",\"marks\":[],\"text\":\"A/B testing is a fair, 50/50 split between a control and a variant. You pick something you want to test, for example, a header or a button placement and then choose how you’ll measure success—say CTR, CVR, or revenue per customer. Decide how many people you need in the test (your sample size), then run both versions at the same time. Since traffic stays even, you get a clean read on which one works better. You can also test multiple variants of the same test, like four different headers against the control. That’s why A/B tests are known for statistical rigor and clear decisions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"937c26a7dea1\",\"_type\":\"block\",\"children\":[{\"_key\":\"b51aa65ab038\",\"_type\":\"span\",\"marks\":[],\"text\":\"How A/B testing works\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"65f65daa5eac\",\"_type\":\"block\",\"children\":[{\"_key\":\"24ab8c9be617\",\"_type\":\"span\",\"marks\":[],\"text\":\"Set a simple hypothesis and a primary KPI\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"719981465ed9\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c30dd5b1a18\",\"_type\":\"span\",\"marks\":[],\"text\":\"Split traffic evenly between A and B, and keep it steady\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5964eb265cad\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c4316b369a6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Run the test long enough to reach the planned sample size\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7c7b12245371\",\"_type\":\"block\",\"children\":[{\"_key\":\"629a433b5704\",\"_type\":\"span\",\"marks\":[],\"text\":\"Compare results, estimate incremental lift, and roll out the winner\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8ae0f9a70a3e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d00b6fa24e3b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Good for:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4c7f38601440\",\"_type\":\"block\",\"children\":[{\"_key\":\"4826b59fb558\",\"_type\":\"span\",\"marks\":[],\"text\":\"Big changes you need to validate with confidence\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"169ebca782be\",\"_type\":\"block\",\"children\":[{\"_key\":\"5793fb371450\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brand-sensitive \"},{\"_key\":\"24c21da59920\",\"_type\":\"span\",\"marks\":[\"01e0c9fbec87\"],\"text\":\"customer journeys\"},{\"_key\":\"fdc0b99c2989\",\"_type\":\"span\",\"marks\":[],\"text\":\" where a consistent experience matters\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"01e0c9fbec87\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/customer-journey-map\"}],\"style\":\"normal\"},{\"_key\":\"18ba7d8578b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5109da2316e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Marketing experiments where certainty matters more than speed\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f0e84b274cf9\",\"_type\":\"block\",\"children\":[{\"_key\":\"22935d402bbd\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Heads-up:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bcc4ebb18fe9\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b8e4bb92b8c\",\"_type\":\"span\",\"marks\":[],\"text\":\"You need enough time and traffic for a reliable read—small samples can mislead\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c9e9d1c5b2c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c1f0ebe0c9b\",\"_type\":\"span\",\"marks\":[],\"text\":\"There’s an opportunity cost while you test—some people will see a weaker option\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"82ccd4ce45e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a7a8b0b01be\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t peek or tweak mid-run; stopping early can bias results\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0ff1365ac554\",\"_type\":\"block\",\"children\":[{\"_key\":\"43c83987eda4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Watch for outside noise (overlapping promos, seasonality) that can tilt the outcome\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d2c5454d7268\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1b58b0e6cec\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is multi-armed bandit testing?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"297b95f6e965\",\"_type\":\"block\",\"children\":[{\"_key\":\"aeccd506d67f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Multi-armed bandit (MAB) testing is adaptive testing. Using a machine learning algorithm, instead of holding a 50/50 split, it moves more traffic to the option that’s winning \"},{\"_key\":\"726bc885d217\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"while\"},{\"_key\":\"a0df4966ff6c\",\"_type\":\"span\",\"marks\":[],\"text\":\" the test is running. It balances exploration vs. exploitation—keep trying all options a little, but send more people to what looks best right now.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bea05c611caa\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c8d227c1172\",\"_type\":\"span\",\"marks\":[],\"text\":\"How multi-armed bandit testing works\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a7525324f7c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"67a64b89b241\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start by trying all versions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ebe4a60d4afa\",\"_type\":\"block\",\"children\":[{\"_key\":\"af579cbed58f\",\"_type\":\"span\",\"marks\":[],\"text\":\"As results come in, shift more traffic to the leader\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c0df13640671\",\"_type\":\"block\",\"children\":[{\"_key\":\"cce3e3b38a33\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep a small amount of traffic on the others so you don’t miss a late winner\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"433a379b5c8b\",\"_type\":\"block\",\"children\":[{\"_key\":\"876362c56ace\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use sticky bucketing, where you make sure that a returning user keeps seeing the same version\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d000922d1a08\",\"_type\":\"block\",\"children\":[{\"_key\":\"82c2ceefa19c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Good for:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6497e50125c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f72c980b2c8\",\"_type\":\"span\",\"marks\":[\"c9c7ad143874\"],\"text\":\"Time-sensitive optimization\"},{\"_key\":\"5981f4b06e08\",\"_type\":\"span\",\"marks\":[],\"text\":\" like flash sales, holiday promos, or daily send-time windows\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"c9c7ad143874\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/videos/get-the-full-value-of-intelligent-timing\"}],\"style\":\"normal\"},{\"_key\":\"223fc27311c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"756985b9f108\",\"_type\":\"span\",\"marks\":[],\"text\":\"Many-variant tests when you want faster and continuous learning and less wasted traffic\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd2c55e0ad60\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a01f50eb06f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Situations where short-term outcomes matter more than a perfect ranking of every variant\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a323ee24e167\",\"_type\":\"block\",\"children\":[{\"_key\":\"135c6ac8cdd2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Heads-up:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bf54525cc43e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f9f77a05da29\",\"_type\":\"span\",\"marks\":[],\"text\":\"Since traffic shifts, you’ll collect less data on weaker options, which can reduce certainty\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dbb0bc1d42e3\",\"_type\":\"anchor\",\"anchorId\":\"key\"},{\"_key\":\"ab7cbf8393ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"93f0e7c1ee8b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key differences of A/B testing vs bandit testing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3ffeb4d89665\",\"_type\":\"block\",\"children\":[{\"_key\":\"53bde4b9606a\",\"_type\":\"span\",\"marks\":[],\"text\":\"The main difference between A/B testing and multi-armed bandit testing is speed. A/B testing waits until enough data is collected to compare variants, which takes time and a steady split of traffic. Multi-armed bandit testing adapts while the test is running, moving more traffic to better performers based on real-time results.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb4283a1f9d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"c4eca0c4989f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Unlike traditional A/B tests, which usually compare one control against one variant, (or one type of variant), bandit testing can handle multiple versions at once and optimize them dynamically.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0e6b705f747d\",\"_type\":\"richImage\",\"alt\":\"A comparison table of the pros and cons for A/B Testing versus Multi-armed Bandit (MAB) experimentation methods.\",\"asset\":{\"_ref\":\"image-d9bea816b75ba38f69427389be85d5e8c65449de-2400x1430-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"e8eda7fda19d\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b5397991e4f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Speed vs. certainty\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2470ff5e8c47\",\"_type\":\"block\",\"children\":[{\"_key\":\"2152e0c6a253\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bandit testing moves during the test, sending more people to the option that’s winning now—great for time-sensitive optimization. A/B tests hold a steady split until the planned sample size, which gives you higher statistical rigor and cleaner, auditable decisions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"96e317186af3\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff4874f5d812\",\"_type\":\"span\",\"marks\":[],\"text\":\"Exploration vs. exploitation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2b0bec34f3fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"688d1adb96f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A/B testing separates the steps. Explore first (even split), then exploit later (roll out the winner). Bandit testing does both at once—most traffic goes to the current leader, while a small share keeps testing others. The timing is the trade-off. Wait too long and you miss short-term wins and slow long-term gains. Move too soon and you risk locking in a false leader.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"38cad686a401\",\"_type\":\"block\",\"children\":[{\"_key\":\"473935b4d88b\",\"_type\":\"span\",\"marks\":[],\"text\":\"What you learn vs. what you win\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ab15e6972aee\",\"_type\":\"block\",\"children\":[{\"_key\":\"81a7f2e6ad91\",\"_type\":\"span\",\"marks\":[],\"text\":\"A/B tests keep exposure balanced, so you get a fuller read across variants and segments, making incremental lift easier to quantify and explain. Bandit testing cuts wasted traffic on weaker options, but collects less data on them, so the final ranking can be less certain.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0f385a4f4ded\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e72f4635fe4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Metrics and guardrails\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a5deb240b85b\",\"_type\":\"block\",\"children\":[{\"_key\":\"87f50f5e683d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Both methods can track multiple KPIs. A/B’s even split often makes it simpler to read a primary KPI alongside guardrails in one snapshot. Bandit testing typically optimizes a single objective during the run—use guardrails or a composite score if you need more than one outcome to matter.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1eb1f7ff1fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"dbe0a9d176ef\",\"_type\":\"span\",\"marks\":[],\"text\":\"User experience\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"83b90c97273c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f8c6e662d250\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bandit allocations shift mid-test, so add sticky bucketing to keep returning users on the same version. A/B tests naturally keep experiences consistent because the split doesn’t change during the run.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5bab5aab6e42\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f0c84b220ce\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bandit testing shines when you have multiple variants, limited traffic, or a short window, and they can be a step toward personalization at scale. A/B testing is stronger for high-stakes changes and strategic calls where you want a definitive read before rolling out widely.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bcfa08ee85da\",\"_type\":\"anchor\",\"anchorId\":\"when\"},{\"_key\":\"dba606f6c960\",\"_type\":\"block\",\"children\":[{\"_key\":\"38a8ae6e8671\",\"_type\":\"span\",\"marks\":[],\"text\":\"When to use A/B testing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e48fad897c26\",\"_type\":\"block\",\"children\":[{\"_key\":\"d26af3b470c7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use A/B testing when you need a reliable answer before making a lasting change. It’s especially useful for validating big shifts—like a redesign, new pricing, or updated navigation—where a wrong move could be costly. A/B testing is also a good choice for clear, binary comparisons, such as two versions of an ad or subject line, and for situations where you want confidence that the change you’re measuring is what’s driving the result.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"667f44f353ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"04179387dcee\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Gut check (yes/no):\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"447032e00c47\",\"_type\":\"block\",\"children\":[{\"_key\":\"72ef969b1b3e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Will this change be live for weeks or months?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c38a94e0dbc2\",\"_type\":\"block\",\"children\":[{\"_key\":\"e4dfb82b1e0e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Do you want a single, clean read that shows the primary KPI and guardrails together?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2873447beaa\",\"_type\":\"block\",\"children\":[{\"_key\":\"ccb2256c158b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Can you run for at least a full business cycle without major promos colliding?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0da1f6bed3a1\",\"_type\":\"block\",\"children\":[{\"_key\":\"a15099d15cc9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Do stakeholders want an auditable “why,” not just a short-term bump?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd221d0a9de0\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b271e1272e9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Do you have the traffic and time to reach the planned sample size?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8a5d041424ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"55d9cbc5da81\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Helpful set-up tips:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d710387e097b\",\"_type\":\"block\",\"children\":[{\"_key\":\"61520d8ffe6b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Write a one-line hypothesis and commit to a stop rule (date or sample size)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4cd13046a2a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"9f7a55c0efa1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep a small post-rollout holdout (1-5%) to track incremental lift over time\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"89f2c371e2f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"3075d308797b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use a single bucketing key (e.g., user ID) so exposure stays consistent across devices and channels\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dcb64b60d1cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d69b76a7bb3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Avoid overlapping tests aimed at the same users during the same window\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4431ee214219\",\"_type\":\"block\",\"children\":[{\"_key\":\"fdeac65dbb89\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Skip A/B if…\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a7ec00a517ed\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd4f521690c2\",\"_type\":\"span\",\"marks\":[],\"text\":\"The window is only a few days and you need results during the run\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"baf0a12531b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"647a53a453ae\",\"_type\":\"span\",\"marks\":[],\"text\":\"You’re juggling many variants with thin traffic\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c14506de0148\",\"_type\":\"block\",\"children\":[{\"_key\":\"03e266a88e2c\",\"_type\":\"span\",\"marks\":[],\"text\":\"You must react to behavior that shifts hour by hour\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c161a65ee5de\",\"_type\":\"anchor\",\"anchorId\":\"multi\"},{\"_key\":\"2eb8cba90b8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b3f5313efa31\",\"_type\":\"span\",\"marks\":[],\"text\":\"When to use multi-armed bandit optimization\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9e6deb28bc88\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9c503565423\",\"_type\":\"span\",\"marks\":[],\"text\":\"You should use multi-armed bandit testing when speed and adaptability matter most. Bandits reallocate traffic in real time, making them a strong fit for short campaigns or situations where fast learning drives impact. They balance the need to explore new options with the need to double down on what’s working, reducing the opportunity cost of waiting. And because they can handle multiple variants at once, bandits are well suited to continuous optimization without the need for constant monitoring.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d81e70d483f1\",\"_type\":\"block\",\"children\":[{\"_key\":\"0718b0214698\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Gut check (yes/no):\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6265c3d9771e\",\"_type\":\"block\",\"children\":[{\"_key\":\"e071a8c5e722\",\"_type\":\"span\",\"marks\":[],\"text\":\"Is the window short—days, not weeks?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"494818f7ab8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"8ff7075458d7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Does the primary KPI resolve quickly (e.g., CTR in minutes, CVR within a session/day)?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"30eceeabe7f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"1260bdd72935\",\"_type\":\"span\",\"marks\":[],\"text\":\"Do you have several versions but not enough traffic for a clean even split?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b9100c0b76fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"134ade1ef756\",\"_type\":\"span\",\"marks\":[],\"text\":\"Will a single objective (or a composite score) work during the run, with simple guardrails on the rest?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"377ad537397c\",\"_type\":\"block\",\"children\":[{\"_key\":\"3db880d422e1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Do you expect behavior to drift across the window (early vs. late buyers, weekday vs. weekend)?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"32ab28abc06f\",\"_type\":\"block\",\"children\":[{\"_key\":\"28af4da3970a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Helpful set-up tips:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"62c361a74812\",\"_type\":\"block\",\"children\":[{\"_key\":\"d58b848ae2fe\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep a small share of traffic, always testing the other options (e.g., 5-10%) so you don’t lock into a false early leader\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4856130941d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c920a3229d9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use sticky bucketing so returning users keep seeing the same version across devices\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e70c71ff3e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"84112f995b4c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Add basic guardrails (unsubscribe or complaint rate, margin, support tickets) and simple stop conditionsDo brief daily checks and keep a tiny always-on holdout or occasional fixed-split snapshot to estimate incremental lift\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ba60e6d3c80e\",\"_type\":\"block\",\"children\":[{\"_key\":\"32ef44620bf1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Coordinate with other channels to avoid message collisions to the same audience\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f829e6f889e\",\"_type\":\"block\",\"children\":[{\"_key\":\"983e71a18e06\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Skip bandit testing if…\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f6ed57e17ca0\",\"_type\":\"block\",\"children\":[{\"_key\":\"1630fbabbf6f\",\"_type\":\"span\",\"marks\":[],\"text\":\"You need a precise ranking of every variant for long-term strategy\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"44338947fb09\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1b73f1e2b85\",\"_type\":\"span\",\"marks\":[],\"text\":\"The journey is compliance-sensitive and requires a fully audited read\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7b9844764345\",\"_type\":\"block\",\"children\":[{\"_key\":\"5aa2a43146ce\",\"_type\":\"span\",\"marks\":[],\"text\":\"The goal is long-horizon (e.g., retention over months) without fast interim KPIs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b8909162b561\",\"_type\":\"anchor\",\"anchorId\":\"real\"},{\"_key\":\"b133c690dda2\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b57fd587ed3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-life examples for A/B testing and bandit algorithms marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"121c779b227b\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ee73ee01c5f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Now let’s see how we can turn these concepts into practice. In the following case studies, you’ll see where A/B testing gives you a confident read you can stand behind, and where multi-bandit testing, also known as bandit algorithms marketing, helps you adapt during a live campaign for faster gains.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"911656496f61\",\"_type\":\"block\",\"children\":[{\"_key\":\"eff6d01bd6f2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Countdown to conversion—Dafiti’s in-app promos hit fast wins\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0becb69ddb74\",\"_type\":\"block\",\"children\":[{\"_key\":\"88d9a77447bc\",\"_type\":\"span\",\"marks\":[\"c427fba73b18\"],\"text\":\"Dafiti,\"},{\"_key\":\"e2ebfb522287\",\"_type\":\"span\",\"marks\":[],\"text\":\" Latin America’s leading fashion and lifestyle eCommerce brand, set out to lift conversions and revenue while simplifying cross-channel execution. By consolidating messaging in Braze and adding gamified in-app moments, the team moved performance in days, not weeks.\"}],\"markDefs\":[{\"_key\":\"c427fba73b18\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/dafiti-case-study\"}],\"style\":\"normal\"},{\"_key\":\"b48d293d68f1\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d136d591012\",\"_type\":\"span\",\"marks\":[],\"text\":\"The problem\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"0a8a0f3111af\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e550fd43530\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dafiti’s weekly promotions ran on separate tools for push and email, which made cross-channel coordination slow and blunt. Because the channels were siloed, the team could not A/B test consistently across both or segment by behavior in a meaningful way. The goal was to improve conversion metrics and revenue across multiple markets without adding operational drag.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f3fd98d8cbfe\",\"_type\":\"richImage\",\"alt\":\"Three smartphone screens display a Dafiti scratch-off game, showing the initial state, a 10% off win, and a loss.\",\"asset\":{\"_ref\":\"image-4ca9569dbd1229da78273527b8421d712391b60c-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"d8453c48bb03\",\"_type\":\"block\",\"children\":[{\"_key\":\"5e3941bf6736\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"5d5a82fe07fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d0192650a30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dafiti brought email and in-app messaging together in Braze to run coordinated promotions and structured tests. The team A/B tested a countdown offer in an in-app message against a version without a timer, then introduced a scratch-and-win game to re-engage virtual window shoppers alongside a broader engaged audience. Behavior-based segments guided who saw what, keeping each message relevant while the team gathered clean reads on performance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dac8a5724035\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e7718648143\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b7be722c0ca3\",\"_type\":\"block\",\"children\":[{\"_key\":\"5200d7e6a03f\",\"_type\":\"span\",\"marks\":[],\"text\":\"300% increase in revenue per user\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ca55a60b296\",\"_type\":\"block\",\"children\":[{\"_key\":\"930dd6b9baee\",\"_type\":\"span\",\"marks\":[],\"text\":\"82% increase in orders\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"82f171583ca9\",\"_type\":\"block\",\"children\":[{\"_key\":\"41215d0ba574\",\"_type\":\"span\",\"marks\":[],\"text\":\"43% rise in conversion versus control\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0e6baff12739\",\"_type\":\"block\",\"children\":[{\"_key\":\"c4ba6505bf68\",\"_type\":\"span\",\"marks\":[],\"text\":\"Countdown in-app message reached a 45% conversion rate versus control\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5abde9f23f9e\",\"_type\":\"block\",\"children\":[{\"_key\":\"c79496f12262\",\"_type\":\"span\",\"marks\":[],\"text\":\"Scratch-and-win in-app message delivered an 85% lift in conversions and a 300% lift in revenue\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d8b7007bc449\",\"_type\":\"block\",\"children\":[{\"_key\":\"c587998c1eda\",\"_type\":\"span\",\"marks\":[],\"text\":\"Timing wins—OneRoof lifts engagement with Intelligent Timing\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1c771d573b4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"44f0d1600da7\",\"_type\":\"span\",\"marks\":[\"c0691bab08f7\"],\"text\":\"OneRoof\"},{\"_key\":\"3319bb7fd09a\",\"_type\":\"span\",\"marks\":[],\"text\":\", New Zealand’s property destination, wanted faster, more relevant emails. By collecting simple preferences and using Braze Intelligent Timing to send when each person was most likely to engage, the team made email timing and content feel personal without extra engineering lift.\"}],\"markDefs\":[{\"_key\":\"c0691bab08f7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/nzme-oneroof-case-study\"}],\"style\":\"normal\"},{\"_key\":\"9407f012dafd\",\"_type\":\"block\",\"children\":[{\"_key\":\"143ccaa6d64e\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\nThe problem\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d684e63221b3\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5479354fd9a\",\"_type\":\"span\",\"marks\":[],\"text\":\"OneRoof’s marketers relied on developer-built customizations and API triggers to personalize, which slowed iteration. There were no live data integrations or custom attributes to tailor messages. Content was often generic and mismatched to a user’s location, and testing across audiences was hard to run and hard to learn from. The team needed a \"},{\"_key\":\"fc8b64ec498f\",\"_type\":\"span\",\"marks\":[\"ac63fe7fb22b\"],\"text\":\"multi-channel setup\"},{\"_key\":\"0075f6ffae08\",\"_type\":\"span\",\"marks\":[],\"text\":\" that marketing could control, with timing and content that reflected real behavior and declared preferences.\"}],\"markDefs\":[{\"_key\":\"ac63fe7fb22b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/multichannel-optimization\"}],\"style\":\"normal\"},{\"_key\":\"aca6dac80d2a\",\"_type\":\"richImage\",\"alt\":\"A smartphone displaying a OneRoof property journey questionnaire next to a laptop showing the OneRoof website signup form.\",\"asset\":{\"_ref\":\"image-137f0afad730321ed95975f1eb589e6bafd3c037-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"f3fe62ffa1ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"b4c006fdb2fa\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"4b96098c00d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"bae8b8be2b7c\",\"_type\":\"span\",\"marks\":[],\"text\":\"OneRoof introduced a Profile Builder to capture intent, role, and preferred locations, then passed those attributes into Braze. They used Braze Intelligent Timing to pick send times based on each user’s past engagement and built localized newsletters and in-app messages using \"},{\"_key\":\"0b76f4679c17\",\"_type\":\"span\",\"marks\":[\"fb7aee2ec256\"],\"text\":\"Connected Content\"},{\"_key\":\"b43d911445bd\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"6b54c74b811b\",\"_type\":\"span\",\"marks\":[\"44e851e2c460\"],\"text\":\"Liquid Personalization\"},{\"_key\":\"e94128c85f01\",\"_type\":\"span\",\"marks\":[],\"text\":\". Recommended Listings went out weekly with machine-learning–powered suggestions, and if a user hadn’t declared a suburb, inferred signals filled the gap. This approach aligns with a bandit-friendly pattern for send-time optimization, where traffic naturally shifts toward better-performing windows per user over time.\"}],\"markDefs\":[{\"_key\":\"fb7aee2ec256\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-connected-content\"},{\"_key\":\"44e851e2c460\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/liquid-personalization-types-101\"}],\"style\":\"normal\"},{\"_key\":\"0885daaf68c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"a38608162719\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"9b46f83d9809\",\"_type\":\"block\",\"children\":[{\"_key\":\"70580807ee5f\",\"_type\":\"span\",\"marks\":[],\"text\":\"23% increase in email click-to-open rate\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98646cf77209\",\"_type\":\"block\",\"children\":[{\"_key\":\"35aea3a4ece8\",\"_type\":\"span\",\"marks\":[],\"text\":\"77% Profile Builder completion rate, converting prospects to registered customers\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6871f42a4cc6\",\"_type\":\"block\",\"children\":[{\"_key\":\"17cca8849a73\",\"_type\":\"span\",\"marks\":[],\"text\":\"218% uplift in total clicks to property listings\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"69b7b429a4b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"212e2ea10504\",\"_type\":\"span\",\"marks\":[],\"text\":\"57% uplift in unique clicks\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"923706c23aeb\",\"_type\":\"block\",\"children\":[{\"_key\":\"c525b1e32a6d\",\"_type\":\"span\",\"marks\":[],\"text\":\"One dynamic, localized newsletter matched the listing-page traffic of seven generic emails\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"31137d89a0de\",\"_type\":\"block\",\"children\":[{\"_key\":\"d19a3360081e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Preferences pour performance—Dutch Bros personalizes at scale\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"4bcdb84a1525\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6ecb1007db3\",\"_type\":\"span\",\"marks\":[\"94a8477075fa\"],\"text\":\"Dutch Bros\"},{\"_key\":\"884651fa4aae\",\"_type\":\"span\",\"marks\":[],\"text\":\" is an Oregon-born beverage brand with more than 800 drive-thru locations across the United States. Known for a “relationship first” approach, the team wanted its app to feel as personal as a visit to the window. Dutch Bros turned to Braze to unify messaging across email, SMS, push, and in-app, and to deliver product-based personalization that speaks to each customer in real time.\"}],\"markDefs\":[{\"_key\":\"94a8477075fa\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/dutch-bros-case-study\"}],\"style\":\"normal\"},{\"_key\":\"f70fd6f6e64f\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d7a3eeca9fd\",\"_type\":\"span\",\"marks\":[],\"text\":\"The problem\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"a07ceb8cf197\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca3a8bf10cfe\",\"_type\":\"span\",\"marks\":[],\"text\":\"Fragmented tools made consistent messaging hard and costly, and personalization depended on developer support. The team needed a single platform to run cross-channel campaigns from real-time data and iterate quickly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"418647157a43\",\"_type\":\"richImage\",\"alt\":\"A smartphone displays a Dutch Bros Coffee email advertising \\\"Poppin' Boba\\\" drinks.\",\"asset\":{\"_ref\":\"image-f41677583080701d281aecbec377a80cf988008d-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"1a9ab3fb3ca8\",\"_type\":\"richImage\",\"alt\":\"Two smartphone screens display a loyalty app dashboard, featuring \\\"Puttin' Points\\\" progress and promotional banners for \\\"Sunset Surprise\\\" and \\\"Treat Yourself Tuesday.\\\"\",\"asset\":{\"_ref\":\"image-a7e2a1c662a7b33067a3d78ff58f6f52829a0c1a-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"2b64be08a15b\",\"_type\":\"block\",\"children\":[{\"_key\":\"296f889fa31f\",\"_type\":\"span\",\"marks\":[],\"text\":\"The solution\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"f941e4490fe0\",\"_type\":\"block\",\"children\":[{\"_key\":\"019727e991cf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dutch Bros moved owned channels into Braze, using Canvas for journeys and \"},{\"_key\":\"63f1710e42a1\",\"_type\":\"span\",\"marks\":[\"bd97b113bc0b\"],\"text\":\"Catalogs\"},{\"_key\":\"741ccbf0dd42\",\"_type\":\"span\",\"marks\":[],\"text\":\" for location-aware products. 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In practice, many brands combine the two, starting with structured tests to validate big ideas and then layering in adaptive approaches to maximize performance over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"01481781bc08\",\"_type\":\"block\",\"children\":[{\"_key\":\"0934611ca76c\",\"_type\":\"span\",\"marks\":[],\"text\":\"A common pattern looks like this:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8454e399fc5f\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3bf2025b480\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Validate with A/B testing.\"},{\"_key\":\"84746748d209\",\"_type\":\"span\",\"marks\":[],\"text\":\" Use controlled experiments to test a major change—like a redesigned onboarding flow or new product messaging—so you have high confidence in the direction.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fcd46506a109\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef0fdde24de1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Scale with adaptive testing.\"},{\"_key\":\"dae0417d4673\",\"_type\":\"span\",\"marks\":[],\"text\":\" Once you know the winner, switch to a bandit-style setup that keeps optimizing in real time as conditions shift.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eabcdd3deb3e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d047bda6ae0d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Advance to reinforcement learning.\"},{\"_key\":\"ba834a698804\",\"_type\":\"span\",\"marks\":[],\"text\":\" With tools like \"},{\"_key\":\"7f2d991de8a5\",\"_type\":\"span\",\"marks\":[\"123d6d9d842f\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"fa907ff665c6\",\"_type\":\"span\",\"marks\":[],\"text\":\", testing moves beyond groups and applies at the individual level, continuously adapting to each customer’s behavior and context.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"123d6d9d842f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\"}],\"style\":\"normal\"},{\"_key\":\"c1c54d7cea5f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e200b7472b44\",\"_type\":\"span\",\"marks\":[],\"text\":\"This hybrid model balances rigor with speed. 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You should use A/B testing when you want high confidence results before making a big change.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"02a22eda41c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"b5853de9e58c\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are the pros and cons of multi-armed bandit testing in marketing?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"111dff3a0f50\",\"_type\":\"block\",\"children\":[{\"_key\":\"1fc24d661648\",\"_type\":\"span\",\"marks\":[],\"text\":\"The pros of multi-armed bandit testing in marketing are faster learning, reduced wasted traffic, and better short-term outcomes. 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A/B testing provides confidence for big decisions, while multi-armed bandit testing keeps campaigns adapting in real time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1d85370578cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"3fda8a5b8338\",\"_type\":\"span\",\"marks\":[],\"text\":\"Is multi-armed bandit testing the same as reinforcement learning?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"dc601fe67c86\",\"_type\":\"block\",\"children\":[{\"_key\":\"80ca55a6abfa\",\"_type\":\"span\",\"marks\":[],\"text\":\"Multi-armed bandit testing is not the same as reinforcement learning. 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It helps you convert more first-time buyers, keep more customers, and grow lifetime value—without spending more to replace churn.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9faa54436880\",\"_type\":\"block\",\"children\":[{\"_key\":\"800320c5b7f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The risk of getting it wrong, can have a huge impact. \"},{\"_key\":\"c52d19587bd2\",\"_type\":\"span\",\"marks\":[\"c6c7a62caf96\",\"strong\"],\"text\":\"76% of consumers feel frustrated by impersonal interactions\"},{\"_key\":\"db22ae55d2a7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" \"},{\"_key\":\"739578908664\",\"_type\":\"span\",\"marks\":[],\"text\":\"and \"},{\"_key\":\"202740b660d5\",\"_type\":\"span\",\"marks\":[\"73d482929f94\",\"strong\"],\"text\":\"29% of consumers have stopped using or buying from a brand due to poor customer experience\"},{\"_key\":\"b911dd2f9563\",\"_type\":\"span\",\"marks\":[\"73d482929f94\"],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"c6c7a62caf96\",\"_type\":\"link\",\"href\":\"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying\"},{\"_key\":\"73d482929f94\",\"_type\":\"link\",\"href\":\"https://www.pwc.com/us/en/services/consulting/business-transformation/library/2025-customer-experience-survey.html\"}],\"style\":\"normal\"},{\"_key\":\"5278e3b4ff93\",\"_type\":\"block\",\"children\":[{\"_key\":\"2098a2027116\",\"_type\":\"span\",\"marks\":[],\"text\":\"SMBs can’t afford to ignore this, so customer engagement should be viewed as an opportunity to start building lasting growth now, not “sometime in the future”.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"394717f871c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"b162d0f5e685\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why is engagement harder for startups?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"bbfee7470de2\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bc66a874c95\",\"_type\":\"span\",\"marks\":[],\"text\":\"startups are expected to deliver the same real-time, relevant experiences as bigger brands—often with fewer resources and less margin for error.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4abebc241eda\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8b661eb2b18\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lean teams\"},{\"_key\":\"5b4f5cbb184d\",\"_type\":\"span\",\"marks\":[],\"text\":\" can’t manually optimize every campaign, segment, and channel while still running the business.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f6f79f39a29b\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e03efc69244\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Fragmented tools\"},{\"_key\":\"f1fcc511e76a\",\"_type\":\"span\",\"marks\":[],\"text\":\" make it harder to unify customer data, trigger messages from real behavior, and keep experiences consistent across channels.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"46be40c893d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"09c8a9cca020\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Budget constraints\"},{\"_key\":\"e64df93f15d3\",\"_type\":\"span\",\"marks\":[],\"text\":\" raise the stakes. Every send has to earn attention, and every workflow has to scale without adding headcount.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"644f9c3a64ed\",\"_type\":\"richImage\",\"alt\":\"A 5-stage customer life cycle diagram: Brand awareness, Consideration, Purchase, Retention, and Advocacy.\",\"asset\":{\"_ref\":\"image-f478188bb86f1f3e39b46954a20dd4e3fefccd35-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"1a25500e3af8\",\"_type\":\"block\",\"children\":[{\"_key\":\"038c6777ee8c\",\"_type\":\"span\",\"marks\":[],\"text\":\"The SMB customer engagement paradox: Why lean teams win\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"41b6cbb81576\",\"_type\":\"block\",\"children\":[{\"_key\":\"6da710e7dcb9\",\"_type\":\"span\",\"marks\":[],\"text\":\"A small or medium-sized business (SMB) is often told it’s at a disadvantage in \"},{\"_key\":\"a1ce262446d0\",\"_type\":\"span\",\"marks\":[\"a6dbd1903094\"],\"text\":\"customer engagement \"},{\"_key\":\"12da4fb3d9d2\",\"_type\":\"span\",\"marks\":[],\"text\":\"because it doesn’t have the budget, staffing, or martech stack of an enterprise. You may even think that customer engagement tools for small businesses don’t exist.\"}],\"markDefs\":[{\"_key\":\"a6dbd1903094\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/b2c-personalization\"}],\"style\":\"normal\"},{\"_key\":\"538d8a6cedfe\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2decf3896c5\",\"_type\":\"span\",\"marks\":[],\"text\":\"But smaller teams can still move fast—and that speed is a competitive advantage when customer expectations change week to week.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3162c3b984ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e920e752dd2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Being small comes with built-in strengths:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"633863d0a2ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"94cccd49a5f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Faster decisions and tighter feedback loops: \"},{\"_key\":\"7d5d34f52ef0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Fewer layers means you can spot what’s working and adjust quickly.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e2ee1fd882b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"3b3f3c45aa08\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"A more authentic brand voice: \"},{\"_key\":\"3f8b4f2d9528\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customers feel the difference when messaging sounds human, consistent, and true to the product.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1017f2373ecd\",\"_type\":\"block\",\"children\":[{\"_key\":\"c30a1d030644\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Less distance between customers and action: \"},{\"_key\":\"9173e449fd44\",\"_type\":\"span\",\"marks\":[],\"text\":\"When a customer message, refund, or repeat purchase happens, it’s more likely to reach a real human quickly—so you can respond faster with a helpful message or next step.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d55407e3c0b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"0512181e9c31\",\"_type\":\"span\",\"marks\":[],\"text\":\"You don’t need a massive team to deliver great engagement—you need a solution that reduces manual work. When customer data is unified and messages are triggered by customer behavior, a lean team can run always-on journeys, coordinate channels, and keep interactions consistent—without adding to team size every time the business grows.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"60f0e674aec4\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d774e9c8cb9\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are the key SMB customer engagement strategy challenges?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8de612f2695f\",\"_type\":\"block\",\"children\":[{\"_key\":\"59ec7a12987f\",\"_type\":\"span\",\"marks\":[],\"text\":\"For startups, the challenges are around having the time, data, and coordination to do everything that needs to be done, consistently, across every channel—without stretching the team too thin.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d2c9e02fdc4d\",\"_type\":\"block\",\"children\":[{\"_key\":\"0de4bf9936e6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Limited time and attention to manage engagement:\"},{\"_key\":\"a197929a9947\",\"_type\":\"span\",\"marks\":[],\"text\":\" SMB teams wear multiple hats, which makes it hard to plan, build, quality assure, measure, and iterate at the pace customers expect.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"418d0608c1b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8e329c79d79\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Customer data scattered across tools: \"},{\"_key\":\"a6e5a63c117b\",\"_type\":\"span\",\"marks\":[],\"text\":\"When email, SMS, ecommerce, support, and product data live in different places, customer context gets lost. That leads to messages that arrive late, repeat what the customer already did, or miss the moment entirely.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"67bdb30a23c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9f3e495bb3b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"ROI scrutiny and pressure to prove value quickly: \"},{\"_key\":\"aa68650057e2\",\"_type\":\"span\",\"marks\":[],\"text\":\"With tighter budgets, every tool and every message has to earn its place. That raises the bar for clear measurement—and for engagement programs that show impact fast.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1486fb661eea\",\"_type\":\"block\",\"children\":[{\"_key\":\"731f3e9e1a35\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Channel growth without coordination: \"},{\"_key\":\"78a8efe989ce\",\"_type\":\"span\",\"marks\":[],\"text\":\"Adding channels can increase reach, but it can also create noise. Without omnichannel orchestration, customers experience disconnected touchpoints instead of a connected conversation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f4442a6055a2\",\"_type\":\"block\",\"children\":[{\"_key\":\"cecb7cbedb4c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Manual workflows that don’t scale with the business: \"},{\"_key\":\"e0b5ab5237c4\",\"_type\":\"span\",\"marks\":[],\"text\":\"One-off campaigns can work early on, then turn into a treadmill: pulling lists, rebuilding segments, copying content, and reacting late. As volume increases, the workload grows faster than the team.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0adea317eff0\",\"_type\":\"block\",\"children\":[{\"_key\":\"913d32d79087\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personalization that stalls at broad segments: \"},{\"_key\":\"cc9e762415dd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Many SMB programs get stuck at generic lifecycle stages. Without behavioral triggers and real-time context, personalization stays surface-level—and customers tune it out.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f19fc0ad31cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"c3509b915f9f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Growth goals that shift over time: \"},{\"_key\":\"c4e27efc197c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Some SMBs are optimizing for rapid growth; others focus on sustainable retention and predictable revenue. Engagement systems need to flex with those priorities, without a full rebuild each time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b8e04de8e4b\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae1723291248\",\"_type\":\"span\",\"marks\":[],\"text\":\"These challenges are solvable with unified customer data, automation, and coordinated journeys across channels.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d19f6a77f98\",\"_type\":\"block\",\"children\":[{\"_key\":\"a940a0cea9ea\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do SMBs unify customer data for better engagement?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"923d7843ffd9\",\"_type\":\"block\",\"children\":[{\"_key\":\"d154b52f467a\",\"_type\":\"span\",\"marks\":[],\"text\":\"If engagement is the outcome, data is the input. For startups, the fastest way to make engagement feel “personal” is to start with a unified view of the customer.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"57e5eb013d0d\",\"_type\":\"block\",\"children\":[{\"_key\":\"bb6e54b99f56\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data unification simply means bringing your key customer signals into one place and connecting them to a single profile. That typically includes:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3520b100471a\",\"_type\":\"block\",\"children\":[{\"_key\":\"c797ed2d4958\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Who they are\"},{\"_key\":\"70ddab4698e0\",\"_type\":\"span\",\"marks\":[],\"text\":\" (profile attributes like plan, location, preferences)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a3ef86474cd4\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bc609090e02\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What they do\"},{\"_key\":\"a9d7f503224c\",\"_type\":\"span\",\"marks\":[],\"text\":\" (events like browse, add to cart, purchase, subscribe, cancel, open, click)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3bd5adf19e7a\",\"_type\":\"block\",\"children\":[{\"_key\":\"424b4717b582\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Where they do it\"},{\"_key\":\"49098170e5f7\",\"_type\":\"span\",\"marks\":[],\"text\":\" (channel and device context)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cf9764945953\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff2a38511cef\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What they’ve already received\"},{\"_key\":\"d4273f15ac3c\",\"_type\":\"span\",\"marks\":[],\"text\":\" (message history, frequency, outcomes)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7826b23a9706\",\"_type\":\"richImage\",\"alt\":\"A customer profile for Candace Johnson showing contact information and various analytics like purchase likelihood, churn risk, and loyalty status.\",\"asset\":{\"_ref\":\"image-c1e11fec2c0108bbbe71f2307be93dda0a5e294f-2400x1438-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"5d5b08d6bd7a\",\"_type\":\"block\",\"children\":[{\"_key\":\"c277e1b39bb1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once that data is connected, you can layer on customer intelligence and turn raw behavior into decisions you can act on. Moving your efforts from “send a campaign” to “respond to intent”—using real-time triggers such as:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7b0ec24a53f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"d757ca3e1f92\",\"_type\":\"span\",\"marks\":[],\"text\":\"viewed a product twice in a week\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"742845d05c66\",\"_type\":\"block\",\"children\":[{\"_key\":\"120b8ce57a10\",\"_type\":\"span\",\"marks\":[],\"text\":\"started checkout but didn’t complete\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8a7d0de551b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"2b3c80a8877c\",\"_type\":\"span\",\"marks\":[],\"text\":\"hit a usage milestone in your app\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"172a66490066\",\"_type\":\"block\",\"children\":[{\"_key\":\"683c44113edb\",\"_type\":\"span\",\"marks\":[],\"text\":\"showed signs of churn (drop in activity, canceled renewal, refund)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d6ffd7521da6\",\"_type\":\"block\",\"children\":[{\"_key\":\"54fa2b974d3b\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do SMBs move from segmentation to real-time personalization?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ec159958f19a\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5925e78fb52\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalization at scale means delivering messages that reflect what each customer needs next—without rebuilding the same campaign for dozens of micro-audiences. For startups, segmentation alone has a ceiling. You can create “new customers,” “VIPs,” and “at-risk” segments, but customers don’t behave in neat groups. They move in and out of intent constantly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e410f4e4b58f\",\"_type\":\"richImage\",\"alt\":\"An illustration of \\\"Dynamic content\\\" showing personalized push notifications for users interested in hiking, biking, and running, offering relevant discounts.\",\"asset\":{\"_ref\":\"image-8a441b45ac7d1ddfa923945caac71e12873249cf-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"e948ed687bde\",\"_type\":\"block\",\"children\":[{\"_key\":\"bcdd8116f47a\",\"_type\":\"span\",\"marks\":[],\"text\":\"A stronger approach pairs a small set of durable segments with automation that reacts to behavior. Keep your segmentation model simple and consistent across channels (for example: new, active, repeat, high-value, at-risk). Then use behavioral triggers and dynamic content so messaging adapts to what someone just did—across timing, channel, and content.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a7f5bafa72bc\",\"_type\":\"block\",\"children\":[{\"_key\":\"96d07803ab4d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Examples:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af82c0ed8478\",\"_type\":\"block\",\"children\":[{\"_key\":\"8b84a0b7d741\",\"_type\":\"span\",\"marks\":[],\"text\":\"A first-time buyer receives a welcome series that adapts based on category browsed or items purchased\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5266054e69ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"c76324242fe5\",\"_type\":\"span\",\"marks\":[],\"text\":\"A lapsed customer sees reactivation messaging that responds to browsing activity and intent\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b0df30c77076\",\"_type\":\"block\",\"children\":[{\"_key\":\"c522a14e05d5\",\"_type\":\"span\",\"marks\":[],\"text\":\"A trial user receives nudges tied to usage milestones, not just the number of days on the trial\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c7b4b52f670a\",\"_type\":\"block\",\"children\":[{\"_key\":\"d17c59074096\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is automation and journey orchestration, and why does it matter for startups?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8e42e2056b44\",\"_type\":\"block\",\"children\":[{\"_key\":\"416ed65023ea\",\"_type\":\"span\",\"marks\":[],\"text\":\"As an SMB grows, manual campaign management can turn into busywork. It often looks like pulling lists, rebuilding segments, duplicating creative across channels, and relying on calendars instead of customer behavior. Scaling becomes impossible.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a79eaaec70ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9693a5a424d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Automation helps remove that friction by triggering messages from real-time actions—so engagement keeps moving even when the team is focused elsewhere.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6da3a9096084\",\"_type\":\"richImage\",\"alt\":\"A diagram contrasting two customer journeys: 'With Orchestration' demonstrates personalized, contextual interactions, while 'Without Orchestration' shows disjointed, irrelevant experiences.\",\"asset\":{\"_ref\":\"image-f4acaa77cba41586a7ad05cc383da38850333aeb-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"699227368a56\",\"_type\":\"block\",\"children\":[{\"_key\":\"0ecb29e24c41\",\"_type\":\"span\",\"marks\":[],\"text\":\"Journey orchestration takes automation a step further by connecting messages into a coordinated sequence across channels. Customers receive the most relevant touchpoint based on what they do—whether they convert, browse, go inactive, or take a different path than expected.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"17c31e775e37\",\"_type\":\"block\",\"children\":[{\"_key\":\"eb7d8f509e36\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze Canvas is the visual workflow builder for orchestrating these omnichannel journeys. It lets teams map out an end-to-end flow (welcome, onboarding, post-purchase, reactivation, loyalty), then:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e62236d9f872\",\"_type\":\"block\",\"children\":[{\"_key\":\"97004861f98c\",\"_type\":\"span\",\"marks\":[],\"text\":\"trigger each step from real-time behaviors (browse, purchase, churn risk signals)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"742dcd52f2c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"5dc368f83673\",\"_type\":\"span\",\"marks\":[],\"text\":\"branch the journey based on outcomes (clicked, purchased, inactive)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f3cf98b44a1a\",\"_type\":\"block\",\"children\":[{\"_key\":\"aff1ede5dc4e\",\"_type\":\"span\",\"marks\":[],\"text\":\"coordinate channels so customers don’t get disjointed messaging\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab4997d0f701\",\"_type\":\"block\",\"children\":[{\"_key\":\"e74334589ca6\",\"_type\":\"span\",\"marks\":[],\"text\":\"add guardrails like frequency capping and suppression to avoid fatigue\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"41be590cce30\",\"_type\":\"block\",\"children\":[{\"_key\":\"455e86f04290\",\"_type\":\"span\",\"marks\":[],\"text\":\"Which engagement metrics matter most for startups?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c58a7b9d187a\",\"_type\":\"block\",\"children\":[{\"_key\":\"de936cbf0bdf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Engagement metrics only matter when they connect to business outcomes. For SMBs, that usually means tracking a small set of signals that show (1) whether customers are responding and (2) whether that response is turning into revenue and retention.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8a764b7b2534\",\"_type\":\"block\",\"children\":[{\"_key\":\"578a30caa94c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Metrics that matter\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7ab712951d95\",\"_type\":\"block\",\"children\":[{\"_key\":\"fb12e0d5db64\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Customer acquisition cost (CAC)\"},{\"_key\":\"79f8b34753d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Engagement can reduce effective CAC by improving conversion and keeping more customers—so you aren’t constantly paying to replace churn.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f5b90b0963f4\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9165bb8578c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Engagement rate\"},{\"_key\":\"05e17c72be66\",\"_type\":\"span\",\"marks\":[],\"text\":\"Channel-level actions such as email opens/clicks, push opens, SMS replies/clicks, in-app interactions, and on-site behavior. Use this to spot relevance and fatigue early.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ef4e7bef358d\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1eb51946e85\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Conversion rate\"},{\"_key\":\"351ee9b30080\",\"_type\":\"span\",\"marks\":[],\"text\":\"The percentage of engaged customers who take a meaningful action (purchase, upgrade, book a demo, start a trial, renew). This is where engagement turns into measurable value.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5da817bee879\",\"_type\":\"block\",\"children\":[{\"_key\":\"f11c0e8d0f24\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Customer retention rate\"},{\"_key\":\"c705f6c3f9b7\",\"_type\":\"span\",\"marks\":[],\"text\":\"The percentage of customers who stay active over a time period. This is often the clearest indicator that your messaging and product moments are landing.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c3764d317ac4\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6c18511979c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Customer lifetime value (CLV)\"},{\"_key\":\"17a91ac655f1\",\"_type\":\"span\",\"marks\":[],\"text\":\"The clearest “north star” for engagement ROI, because it captures repeat purchases, renewals, and expansion over time.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"041ddb0f354d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f14ecfc7fad7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Net promoter score (NPS)\"},{\"_key\":\"675b4f6e24ac\",\"_type\":\"span\",\"marks\":[],\"text\":\"A useful directional signal for advocacy and loyalty, especially when you pair it with behavior (repeat purchases, referrals, reviews).\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ed155e22e590\",\"_type\":\"block\",\"children\":[{\"_key\":\"2714cef52828\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Customer ROI\"},{\"_key\":\"3c580c14407b\",\"_type\":\"span\",\"marks\":[],\"text\":\"A simple way to tie engagement back to dollars is to compare the incremental revenue driven by your engagement programs against the cost of your engagement platform. 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Customer data stays connected, and teams can act on that data without stitching workflows together manually. 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The two examples below show how growing businesses used unified customer data, personalized journeys, and automation to improve retention and drive meaningful results—without needing enterprise budgets or a huge team.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"01e7ef4f73b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"495ba0c9d4ea\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tapas doubles new user retention with data-driven onboarding\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"c3520d2fa8c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"654b7c585dfa\",\"_type\":\"span\",\"marks\":[\"070ac33e76c1\"],\"text\":\"Tapas Entertainment \"},{\"_key\":\"774044276f66\",\"_type\":\"span\",\"marks\":[],\"text\":\"is a fast-growing digital publishing platform for webcomics and novels. 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