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uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="browser"><use href="/icons/sprites.svg#browser"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Web Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/sms"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="message-text-square-02"><use href="/icons/sprites.svg#message-text-square-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">SMS/RCS</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/whatsapp"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-call-01"><use href="/icons/sprites.svg#phone-call-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">WhatsApp</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/cross-channel-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="dots-grid"><use href="/icons/sprites.svg#dots-grid"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md text-purple-700">View all channels</span></div></a></li></ul></div><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap p-2 sm:p-3 bg-[#C9C4FF80] relative z-10 gap-3 items-end sm:justify-between xl:justify-start rounded-lg mt-4"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 text-purple-700 mr-2 xl:mr-0"><svg width="20" height="20" role="img" aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Solutions<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Solutions" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit 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href="/solutions/media-entertainment"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="video-recorder"><use href="/icons/sprites.svg#video-recorder"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Media & Entertainment</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/gaming"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="gaming-pad-01"><use href="/icons/sprites.svg#gaming-pad-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Gaming</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/on-demand"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" 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text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="trend-up-01"><use href="/icons/sprites.svg#trend-up-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Optimize Onboarding</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/boost-productivity"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="pencil-01"><use href="/icons/sprites.svg#pencil-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Boost Productivity</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/solutions/improve-acquisition"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="pie-chart-01"><use 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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aria-label="Link to braze amplifiers" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/partners/braze-amplifiers">Partners</a><span class="text-white text-md">/</span><a aria-label="Link to composed digital" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-medium text-[#344054] bg-[#FFFFFFB2] truncate" href="/partners/braze-amplifiers/composed-digital">Data Center Migrator</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Partners","item":"https://www.braze.com/partners/braze-amplifiers"},{"@type":"ListItem","position":2,"name":"Data Center Migrator","item":"https://www.braze.com/partners/braze-amplifiers/composed-digital"}]}</script><div class="mt-16 flex flex-col items-start justify-between gap-6 text-center text-black lg:flex-row"><div class="flex w-full flex-col gap-8 lg:flex-row"><div class="flex h-[64px] w-[176px] gap-8 rounded-lg border border-gray-200 bg-white p-2"><img alt="Composed Digital" loading="lazy" width="176" height="64" decoding="async" data-nimg="1" class="size-full object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F03ff05d77b79149bc318b3bcf37aa733bf5296b7-255x61.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F03ff05d77b79149bc318b3bcf37aa733bf5296b7-255x61.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F03ff05d77b79149bc318b3bcf37aa733bf5296b7-255x61.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Data Center Migrator</h2><div class="flex flex-row gap-2"><svg width="24" height="24" role="img" aria-label="marker-pin-04"><use href="/icons/sprites.svg#marker-pin-04"></use></svg><p class="max-w-screen-md">Melbourne, Australia</p></div><div class="flex flex-col gap-3 md:flex-row"></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit md:flex-row"><a href="https://www.composeddigital.com.au/" target="_blank" rel="noreferrer noopener" class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[37px] w-full text-sm sm:w-fit">View Partner Website</a></div></div></div></div><div class="container py-24"><div class="flex flex-col gap-8 md:flex-row"><aside class="w-full shrink-0 grow-0 basis-full md:w-[280px] md:basis-[280px]"><div class="flex w-full flex-col gap-8 md:sticky md:top-24"><div class="flex flex-col gap-6 rounded-[12px] bg-gray-50 p-6"><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Verified Partner</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">Amplifiers</span></div></div></div></aside><main class="flex shrink-0 grow basis-0 flex-col gap-12"><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">About Data Center Migrator</h3><div class="flex flex-col gap-6"><p>Ensure uninterrupted Braze performance and data compliance while accelerating migration between data centers.</p><p>Composed Digital’s Braze Audit & Migration Tool simplifies the migration of your Braze account to your preferred data center, reducing complexity and ensuring a smooth transition. This solution automates the migration process, minimizing disruption while maintaining privacy compliance and optimal performance.</p><p>The migration tool handles every step, from auditing your current assets to planning your migration strategy, migrating your channels, and ensuring seamless integration with your new Braze account, hosted in your chosen data center.</p><p>To learn more, visit <a href="https://www.composeddigital.com.au/" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Composed Digital</a>, or speak with your Braze team to understand how this solution is already delivering value for our customers.</p><p><br/></p></div></section></main></div></div><div class="container bg-gray-50 py-[50px] md:py-24"><div class="cards-slider overflow-hidden bg-gray-25 undefined"><div class="container flex flex-col gap-8 px-0 md:px-20"><div class="flex flex-col justify-between 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style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F4bd4dba65437579a285a72ba74d8ea7c205981ec-1400x700.jpg&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F4bd4dba65437579a285a72ba74d8ea7c205981ec-1400x700.jpg&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F4bd4dba65437579a285a72ba74d8ea7c205981ec-1400x700.jpg&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">2<!-- --> min read</span></div><h4 class="text-display-xs font-bold">LTR 2019 Video: A/B Testing and Data-Driven Decision Making [VIDEO INSIDE]</h4><span class="text-sm font-bold text-gray-500">November 03, 2019</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div class="container flex flex-col justify-between gap-8 md:flex-row"><div class="flex flex-col gap-6"><img alt="logo" loading="lazy" width="144" height="45" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=256&q=75 1x, /_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75 2x" src="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75"/><h1 class="text-black text-display-xs md:text-display-lg">Shape the future of 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And brands that figure out how to do that successfully have a lot to gain. According to \"},{\"_key\":\"9e8d44c932f81\",\"_type\":\"span\",\"marks\":[\"7e751e1e5a7c\"],\"text\":\"Deloitte Digital\"},{\"_key\":\"9e8d44c932f82\",\"_type\":\"span\",\"marks\":[],\"text\":\", nearly 3 in 4 consumers are more likely to purchase from brands that deliver personalized experiences. 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That is why we are so excited about the prospect of \"},{\"_key\":\"8cbcabcff21a1\",\"_type\":\"span\",\"marks\":[\"54fb0b37c566\"],\"text\":\"Project Catalyst\"},{\"_key\":\"8cbcabcff21a2\",\"_type\":\"span\",\"marks\":[],\"text\":\", an initiative our teams are working on and plan to launch in H1 of next year.\"}],\"markDefs\":[{\"_key\":\"54fb0b37c566\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/forge-2024-ai-orchestration-announcements\"}],\"style\":\"normal\"},{\"_key\":\"704409ebdd2f\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1797cd90b030\",\"_type\":\"span\",\"marks\":[],\"text\":\"With Project Catalyst, marketers set clear guidelines for journeys, content, items, and incentives while defining their target audience and goals. The AI agent then creates numerous variations for each aspect of the experience—such as subject lines, message tone, available offers, channel mix, and optimal timing. This approach helps ensure each consumer receives a personalized and unique experience tailored to their preferences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b7d5f63567c\",\"_type\":\"block\",\"children\":[{\"_key\":\"79463b9428470\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Ensure smarter segmentation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5e1d10794418\",\"_type\":\"block\",\"children\":[{\"_key\":\"e6d1fbb237fc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"With AI-powered solutions like \"},{\"_key\":\"e6d1fbb237fc1\",\"_type\":\"span\",\"marks\":[\"b6e2da9f295c\"],\"text\":\"Predictive Events\"},{\"_key\":\"e6d1fbb237fc2\",\"_type\":\"span\",\"marks\":[],\"text\":\", brands can now identify which of their customers are at risk of churn in the future or which customers are most likely to take a specific action. For instance, they could identify users who are most likely to purchase items from a new apparel line, create targeted segments based on these potential behaviors, and send more relevant campaigns designed to encourage these particular segments of users to take a specific action, whether that’s to complete a transaction for the first time or the first time in a long time, use a promo code, or add items to their cart.\"}],\"markDefs\":[{\"_key\":\"b6e2da9f295c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-braze-predictive-suite\"}],\"style\":\"normal\"},{\"_key\":\"9fcb5f962a66\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bd0a1837e630\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Generate product recommendations that are tailored to the individual\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3d52537eaa00\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e9a51baa37a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Thanks to advanced deep learning technologies that keep track of what items customers have expressed interest in previously, it’s possible to predict the products that customers are most likely to be interested in in the future. With AI recommendation capabilities, savvy marketers are deploying dynamic, tailored suggestions that adapt in response to individual user behavior.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab58d06c92c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"514d13c4c5420\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, \"},{\"_key\":\"514d13c4c5421\",\"_type\":\"span\",\"marks\":[\"74bf7aca16cd\"],\"text\":\"AI Item Recommendations\"},{\"_key\":\"514d13c4c5422\",\"_type\":\"span\",\"marks\":[],\"text\":\" take advantage of customer event and interaction data to predict which products your customers are most likely to be interested in next, based on their past interactions. By seamlessly integrating these individually-personalized recommendations into your campaign, you can help customers discover the products they truly want or need, driving better results for your brand.\"}],\"markDefs\":[{\"_key\":\"74bf7aca16cd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/recommendations/ai_item_recommendations\"}],\"style\":\"normal\"},{\"_key\":\"be9615de660c\",\"_type\":\"block\",\"children\":[{\"_key\":\"49a07085bee50\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. 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It can optimize every step of the customer journey, ensuring that individuals receive the message copy, creative, and offers they are most likely to engage with at any stage in their lifecycle, and receive them on the channels they prefer. This feature allows marketers to set up sophisticated experiments in \"},{\"_key\":\"db73569fe0642\",\"_type\":\"span\",\"marks\":[\"bd940b3758a4\"],\"text\":\"Braze Canvas\"},{\"_key\":\"db73569fe0643\",\"_type\":\"span\",\"marks\":[],\"text\":\" to evaluate the effectiveness of different versions of a customer journey. By leveraging AI analytics, it identifies the path most likely to result in conversion for each user, based on their unique behaviors and preferences.\"}],\"markDefs\":[{\"_key\":\"ad267a5f0acd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/experiment_step/personalized_paths\"},{\"_key\":\"bd940b3758a4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/building-braze-how-braze-built-our-canvas-flow-customer-journey-tool\"}],\"style\":\"normal\"},{\"_key\":\"4827d9aa6f95\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c69658b9e880\",\"_type\":\"span\",\"marks\":[],\"text\":\"The future of retail marketing technology implementation\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"72a14ea372fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"7a7c9de38f340\",\"_type\":\"span\",\"marks\":[],\"text\":\"While many companies are still in the early stages of adopting AI, those that have embraced a creative, data-driven approach to customer engagement are already reaping the rewards. \"},{\"_key\":\"7a7c9de38f341\",\"_type\":\"span\",\"marks\":[\"a7a48e8dacad\"],\"text\":\"Our research\"},{\"_key\":\"7a7c9de38f342\",\"_type\":\"span\",\"marks\":[],\"text\":\" indicates that top-performing brands, which are more likely to leverage AI in their marketing strategies, experience higher levels of customer engagement, increased purchases per user, and improved retention rates.\"}],\"markDefs\":[{\"_key\":\"a7a48e8dacad\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/2024-global-customer-engagement-review\"}],\"style\":\"normal\"},{\"_key\":\"a0c5cd07e37a\",\"_type\":\"block\",\"children\":[{\"_key\":\"95670bdc05d90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Looking ahead to the next five to ten years, \"},{\"_key\":\"95670bdc05d91\",\"_type\":\"span\",\"marks\":[\"042aa82f0bbc\"],\"text\":\"we can expect a significant shift in the industry\"},{\"_key\":\"95670bdc05d92\",\"_type\":\"span\",\"marks\":[],\"text\":\". The majority of brands will likely harness AI and machine learning tools to deliver personalized 1:1 messaging, streamlining workflows for marketers and transforming the customer experience. The future is bright for those ready to innovate and adapt.\"}],\"markDefs\":[{\"_key\":\"042aa82f0bbc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/webinars-and-events/anz-customer-engagement-review-2024-webinar\"}],\"style\":\"normal\"},{\"_key\":\"cbe69234d591\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d3c7f0ef6bb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Want to learn how you can harness the power of AI for your marketing efforts? Download our \"},{\"_key\":\"9d3c7f0ef6bb1\",\"_type\":\"span\",\"marks\":[\"cff2aa45ee64\"],\"text\":\"AI Customer Engagement Playbook.\"}],\"markDefs\":[{\"_key\":\"cff2aa45ee64\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/braze-ai-playbook\"}],\"style\":\"normal\"},{\"_key\":\"fb1f67fff439\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6820795507c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d2db9879ef0d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae4c4e76a4d00\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Forward Looking Statements\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1e1deb9e3e88\",\"_type\":\"block\",\"children\":[{\"_key\":\"21863c9942440\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$36\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/89f61bc7b8043ac091605da091a2edb2ccff2fc0-1920x1080.png\",\"publishedDate\":\"2024-12-10T18:34:27.110Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-7c87e208d5b33305fc20374acbcf7be8db64f15d-1200x800-png\",\"_type\":\"reference\"}},\"pageDescription\":\"While many companies are still in the early stages of adopting AI, those that have embraced a creative, data-driven approach to customer engagement are already reaping the rewards. Let's dive in.\",\"pageTitle\":\"Retailers Unlock the Power of AI Through a Composable Tech Stack\",\"slug\":{\"_type\":\"slug\",\"current\":\"composable-tech-stack-power-of-ai\"}},\"title\":\"Retailers Unlock the Power of AI Through a Composable Tech Stack\"},{\"_id\":\"imported-craft-12454\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"2c477ab16cf7\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c477ab16cf70\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s not exactly a secret that a business without a mobile strategy these days is \"},{\"_key\":\"2c477ab16cf71\",\"_type\":\"span\",\"marks\":[\"2f3f2a2b41c5\"],\"text\":\"a business in trouble\"},{\"_key\":\"2c477ab16cf72\",\"_type\":\"span\",\"marks\":[],\"text\":\". But while most people know that \"},{\"_key\":\"2c477ab16cf73\",\"_type\":\"span\",\"marks\":[\"7b72f247fb30\"],\"text\":\"leveraging data\"},{\"_key\":\"2c477ab16cf74\",\"_type\":\"span\",\"marks\":[],\"text\":\" to engage your audience through digital channels and platforms is key if you want to build strong, sustainable customer relationships, a lot of people are a bit fuzzier about the particulars of how technology allows them to do that.\"}],\"markDefs\":[{\"_key\":\"2f3f2a2b41c5\",\"_type\":\"link\",\"href\":\"https://techcrunch.com/2016/03/16/technology-is-disrupting-everything/\"},{\"_key\":\"7b72f247fb30\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-84085\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"47de62963b6f\",\"_type\":\"block\",\"children\":[{\"_key\":\"47de62963b6f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To engage your audience these days, it’s crucial that you have tools that can support the processing and handling of customer data in smart, scalable ways. That’s made it essential for businesses to take advantage of foundational technology tools like \"},{\"_key\":\"47de62963b6f1\",\"_type\":\"span\",\"marks\":[\"df543483e2de\"],\"text\":\"SDKs\"},{\"_key\":\"47de62963b6f2\",\"_type\":\"span\",\"marks\":[],\"text\":\" and APIs.\"}],\"markDefs\":[{\"_key\":\"df543483e2de\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-82555\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"5de21042769a\",\"_type\":\"block\",\"children\":[{\"_key\":\"5de21042769a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not sure what an API really is? Heard the term around the office and just nodded your head nervously? \"},{\"_key\":\"5de21042769a1\",\"_type\":\"span\",\"marks\":[\"6a71f43569b9\"],\"text\":\"Looked it up on Urban Dictionary\"},{\"_key\":\"5de21042769a2\",\"_type\":\"span\",\"marks\":[],\"text\":\", then wondered silently why you thought Urban Dictionary would have a solid definition? Well, don’t worry—we’ve got you.\"}],\"markDefs\":[{\"_key\":\"6a71f43569b9\",\"_type\":\"link\",\"href\":\"https://www.urbandictionary.com/define.php?term=API\"}],\"style\":\"normal\"},{\"_key\":\"11123b18ea0d\",\"_type\":\"block\",\"children\":[{\"_key\":\"11123b18ea0d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Okay, So What Is An API?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"542156914a63\",\"_type\":\"block\",\"children\":[{\"_key\":\"542156914a630\",\"_type\":\"span\",\"marks\":[],\"text\":\"API stands for Application Programming Interface! Obvious, right?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1c1e82302c2a\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c1e82302c2a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Uh, Not Exactly? 😅\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"aafe40f92229\",\"_type\":\"block\",\"children\":[{\"_key\":\"aafe40f922290\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s okay. While that’s what “API” literally means, it’s not going to do a lot to clarify things for most people, or give any insight into the value that APIs can provide to your business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7d0a7daceb20\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d0a7daceb200\",\"_type\":\"span\",\"marks\":[],\"text\":\"Instead, let’s focus on the key thing about APIs: namely, that they’re a service that handles and responds to requests. They tend to be composed of tools and protocols that are optimized to handle these requests and offer appropriate, timely responses. That means that they’re capable of allowing different software programs to interact with one another effectively.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4faf09aec20c\",\"_type\":\"block\",\"children\":[{\"_key\":\"4faf09aec20c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A lot of times, people describe APIs as two different systems or applications communicating—that is, one system makes a request and the API makes the appropriate response. Think of it this way: when I talk to you, I’m sending you information, but you’re also sending responses back—and, depending on the type of information I convey to you, your responses may differ and potentially lead to action. (For instance, if I ask to borrow your pen, that request might lead you to reach into your pocket, snag a pen, and hand it to me.)\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"64a0a62d77c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"64a0a62d77c20\",\"_type\":\"span\",\"marks\":[],\"text\":\"APIs work kind of the same way, making it possible to manipulate data in scalable fashion. Not only can APIs send back data in response to a query, they can also send information elsewhere and even “speak”—that is, initiate new processes and actions in other systems.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"R87odVn1\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-ef2707d4fdff43626fd4d8fbb5092fc978aeefb8-1959x949-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"d95a06958676\",\"_type\":\"block\",\"children\":[{\"_key\":\"d95a069586760\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"All Right, I’m Following So Far… Just Kidding, I’m Really Not.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3c1bd6b0e2ef\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c1bd6b0e2ef0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Totally fair!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e186f9d42c54\",\"_type\":\"block\",\"children\":[{\"_key\":\"e186f9d42c540\",\"_type\":\"span\",\"marks\":[],\"text\":\"Okay, imagine that you’re doing your morning ritual and grabbing a cup of coffee before work. You go up to the barista and make some sort of request: ”Large americano,” say. With the data you’ve provided in that request, the barista will then make a determination about whether they can make that drink and, if so, they’ll follow a series of steps that will allow them to eventually respond to your communication with a hot cup of coffee. If that barista can’t handle your request—maybe they’re out of beans, or their point-of-sale system is down—they’ll let you know, and from there, you can request something else.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50e0663824df\",\"_type\":\"block\",\"children\":[{\"_key\":\"50e0663824df0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The service that the barista is performing—from gathering your order (or request), processing it (prepping the espresso and hot water), and returning some response or output (your ☕ or “can I get you something else?”) is exactly what an API does.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4d57567cf3f1\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d57567cf3f10\",\"_type\":\"span\",\"marks\":[],\"text\":\"But Are APIs As Common As Coffee?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"547981fed9e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"547981fed9e00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Much like your morning ritual, you’re probably interacting with APIs every single day in connection with your phone or laptop. Take me, for example. After I grab that coffee, I’ll probably check an app to see the train schedules. That app is requesting to \"},{\"_key\":\"547981fed9e01\",\"_type\":\"span\",\"marks\":[\"06b4f2876eb4\"],\"text\":\"some sort of API\"},{\"_key\":\"547981fed9e02\",\"_type\":\"span\",\"marks\":[],\"text\":\" to fetch the arrival times for upcoming trains in real time so that I can access and view that data to know how quickly I need to run to make the next L train. From there, I squeeze my way in and open up Spotify to listen to some music, and as it plays, I read along with the song lyrics handled by \"},{\"_key\":\"547981fed9e03\",\"_type\":\"span\",\"marks\":[\"eb88125b7e0a\"],\"text\":\"a third party\"},{\"_key\":\"547981fed9e04\",\"_type\":\"span\",\"marks\":[],\"text\":\" inside the app itself. I sit down at my desk at work and then open up my Gmail to look through (\"},{\"_key\":\"547981fed9e05\",\"_type\":\"span\",\"marks\":[\"6edcd27db98d\"],\"text\":\"ideally personalized\"},{\"_key\":\"547981fed9e06\",\"_type\":\"span\",\"marks\":[],\"text\":\") messages from Braze customers leveraging our own APIs to \"},{\"_key\":\"547981fed9e07\",\"_type\":\"span\",\"marks\":[\"df2f24a08cfb\"],\"text\":\"enrich their customer profile data\"},{\"_key\":\"547981fed9e08\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"547981fed9e09\",\"_type\":\"span\",\"marks\":[\"cac0e8183323\"],\"text\":\"send messages effectively\"},{\"_key\":\"547981fed9e010\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"06b4f2876eb4\",\"_type\":\"link\",\"href\":\"http://datamine.mta.info/\"},{\"_key\":\"eb88125b7e0a\",\"_type\":\"link\",\"href\":\"https://docs.genius.com/#annotations-h2\"},{\"_key\":\"6edcd27db98d\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-82460\",\"_type\":\"reference\"}},{\"_key\":\"df2f24a08cfb\",\"_type\":\"link\",\"href\":\"/documentation/REST_API/#user-track-endpoint\"},{\"_key\":\"cac0e8183323\",\"_type\":\"link\",\"href\":\"/documentation/REST_API/#messaging\"}],\"style\":\"normal\"},{\"_key\":\"3c85584ab588\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c85584ab5880\",\"_type\":\"span\",\"marks\":[],\"text\":\"When Does It Make Sense To Use APIs?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3020cb5499c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"3020cb5499c80\",\"_type\":\"span\",\"marks\":[],\"text\":\"In general, when you have a system that needs to communicate with other systems, APIs can be an effective way to make that happen. They aren’t the only way—there’s a reason that SDKs, \"},{\"_key\":\"3020cb5499c81\",\"_type\":\"span\",\"marks\":[\"a5d265c62b0b\"],\"text\":\"real-time data exports\"},{\"_key\":\"3020cb5499c82\",\"_type\":\"span\",\"marks\":[],\"text\":\", and other tools are out there—but APIs do make it possible to store, handle, and service information to you, at scale. APIs can process immense numbers of requests with speed, security, and proper functionality, which is key as the amount of customer data and the number of systems that depend on that data continues to grow.\"}],\"markDefs\":[{\"_key\":\"a5d265c62b0b\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-12303\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"4556c0abb83b\",\"_type\":\"block\",\"children\":[{\"_key\":\"4556c0abb83b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"One common place where APIs add a lot of value? Customer messaging. When brands are looking to reach their customers with timely, relevant outreach, one of the most powerful ways to do that is dynamic content—that is, \"},{\"_key\":\"4556c0abb83b1\",\"_type\":\"span\",\"marks\":[\"8831e7ec6abd\"],\"text\":\"automatically inserting information from an internal or public API\"},{\"_key\":\"4556c0abb83b2\",\"_type\":\"span\",\"marks\":[],\"text\":\" to personalize the messages they send to their audience. (Think adding individually customized information about the weather where each recipient is, or personalized recommendations based on their previous purchases.)\"}],\"markDefs\":[{\"_key\":\"8831e7ec6abd\",\"_type\":\"link\",\"href\":\"/academy/Dashboard_Features/#connected-content\"}],\"style\":\"normal\"},{\"_key\":\"623e1d1b7a12\",\"_type\":\"block\",\"children\":[{\"_key\":\"623e1d1b7a120\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s a killer use case, one that’s only possible because of APIs. But it’s not the only one. It’s also possible to use APIs to support better, cohesive customer messaging across multiple systems, internal and external. You can l\"},{\"_key\":\"623e1d1b7a121\",\"_type\":\"span\",\"marks\":[\"d406e1feb82b\"],\"text\":\"everage APIs to trigger email, push notifications, and other messages\"},{\"_key\":\"623e1d1b7a122\",\"_type\":\"span\",\"marks\":[],\"text\":\" sent through your customer engagement platforms, making it possible to send messages in response to customers’ in-store purchases and other behavior that’s being tracked in your proprietary systems. You can also \"},{\"_key\":\"623e1d1b7a123\",\"_type\":\"span\",\"marks\":[\"189dc9450bdc\"],\"text\":\"send messages through your in-house systems\"},{\"_key\":\"623e1d1b7a124\",\"_type\":\"span\",\"marks\":[],\"text\":\", but with the segmentation and customization capabilities a customer engagement platform provides—just make an API call to the appropriate API endpoint and you’re good to go.\"}],\"markDefs\":[{\"_key\":\"d406e1feb82b\",\"_type\":\"link\",\"href\":\"/academy/Scheduling_and_Organizing_Campaigns/#api-triggered-campaigns-server-triggered-campaigns\"},{\"_key\":\"189dc9450bdc\",\"_type\":\"link\",\"href\":\"/documentation/REST_API/#sending-messages-immediately-via-api-only\"}],\"style\":\"normal\"},{\"_key\":\"c22516e264c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"c22516e264c00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Wait, What Are API Calls And API Endpoints?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7caf48a72cf9\",\"_type\":\"block\",\"children\":[{\"_key\":\"7caf48a72cf90\",\"_type\":\"span\",\"marks\":[],\"text\":\"An \"},{\"_key\":\"7caf48a72cf91\",\"_type\":\"span\",\"marks\":[\"e1b75e08492e\"],\"text\":\"API call\"},{\"_key\":\"7caf48a72cf92\",\"_type\":\"span\",\"marks\":[],\"text\":\" is a communication with a given API that you initiate to achieve a particular purpose—whether that’s to call up weather information, trigger a message, or carry out some other task. (Remember when we talked about APIs responding to a request? Those requests are called API calls.) An API endpoint, on the other hand, is the URL that a given API call originates from or is directed at. So, to be able to use an API successfully, you need to make an API call from one system (via that system’s API endpoint) to the API endpoint for another system.\"}],\"markDefs\":[{\"_key\":\"e1b75e08492e\",\"_type\":\"link\",\"href\":\"/academy/Dashboard_Features/#making-an-api-call\"}],\"style\":\"normal\"},{\"_key\":\"4ed4aaba4e71\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ed4aaba4e710\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s not as confusing as it sounds. Think of it like a phone call. You pick up your phone (API endpoint) and dial a number, which initiates a telephone call (API call), allowing you to communicate with someone holding another phone (API endpoint) in order to exchange information.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4a706498a1b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a706498a1b70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Are There Any Downsides To Using An API?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4fa0a7009a62\",\"_type\":\"block\",\"children\":[{\"_key\":\"4fa0a7009a620\",\"_type\":\"span\",\"marks\":[],\"text\":\"One key thing to watch out for: security. In order to engage with a given API, you often need an API key—which is essentially a code sent from your API endpoint to the endpoint you’re trying to communicate with—in order to verify that the request should be carried out. If you create a single, master API key for a given API, that key will allow anyone who has it total control of your interactions with that endpoint, potentially creating security concerns; for instance, if a former employee holds onto that API key, they could make requests on behalf of your system without getting your permission. In general, it’s safer to create a number of specific API keys with specific permissions and powers and to give each member of your team only enough access to do their jobs effectively (and then delete the key when they switch roles or leave your company).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"38ecdc830937\",\"_type\":\"block\",\"children\":[{\"_key\":\"38ecdc8309370\",\"_type\":\"span\",\"marks\":[],\"text\":\"Anything Else?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b6f50c94bab4\",\"_type\":\"block\",\"children\":[{\"_key\":\"b6f50c94bab40\",\"_type\":\"span\",\"marks\":[],\"text\":\"APIs are a smart, trusted way to communicate with other systems, and have made it possible for many organizations to replace manual processes and non-real-time data flows with something more flexible, scalable, and effective.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd8428bf157a\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd8428bf157a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s the thing about APIs—they’re becoming a necessary and foundational part of running a modern business. There’s a reason that, for instance, other companies are leveraging, FedEx’s API to track their order shipments and confirmations, instead of reinventing the wheel and engineering out a whole digital ecosystem in-house to perform the same task.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"39aa0a2bc4f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"39aa0a2bc4f80\",\"_type\":\"span\",\"marks\":[],\"text\":\"At their best, APIs are a trusted tool that can make your customers’ experience of your brand better and help you move data more effectively between systems. But use them thoughtfully, and don’t forget that while APIs can be a smart way to move data between systems, \"},{\"_key\":\"39aa0a2bc4f81\",\"_type\":\"span\",\"marks\":[\"5ac99f47055c\"],\"text\":\"they’re not\"},{\"_key\":\"39aa0a2bc4f82\",\"_type\":\"span\",\"marks\":[],\"text\":\" the \"},{\"_key\":\"39aa0a2bc4f83\",\"_type\":\"span\",\"marks\":[\"bd241222e700\"],\"text\":\"only way\"},{\"_key\":\"39aa0a2bc4f84\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"5ac99f47055c\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-82555\",\"_type\":\"reference\"}},{\"_key\":\"bd241222e700\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-82535\",\"_type\":\"reference\"}}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/e2caabbc63cfa46fcd9b55516c11337938e19c3a-1120x660.gif\",\"publishedDate\":\"2018-04-11T09:58:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-e2caabbc63cfa46fcd9b55516c11337938e19c3a-1120x660-gif\",\"_type\":\"reference\"}},\"pageDescription\":\"What is an API, anyway (and why do they matter)? | Braze\",\"pageTitle\":\"What is an API? | Braze\",\"slug\":{\"current\":\"whats-an-api\"}},\"title\":\"What's An API?\"},{\"_id\":\"imported-craft-675676\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"ee2809cc8daa\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee2809cc8daa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Do you know the phrase, “This week was a whole year?” It’s safe to say 2022 was a decade rolled into 12 months. From sharply spiking interest rates and quickly changing consumer sentiments, to the looming end of \"},{\"_key\":\"ee2809cc8daa1\",\"_type\":\"span\",\"marks\":[\"a34b54a7eaaa\"],\"text\":\"third-party cookies\"},{\"_key\":\"ee2809cc8daa2\",\"_type\":\"span\",\"marks\":[],\"text\":\" and the launch of \"},{\"_key\":\"ee2809cc8daa3\",\"_type\":\"span\",\"marks\":[\"197682eb9a8d\"],\"text\":\"ChatGPT\"},{\"_key\":\"ee2809cc8daa4\",\"_type\":\"span\",\"marks\":[],\"text\":\", marketing in today’s rapidly changing landscape looks unrecognizable from just a few years ago. But despite all the uncertainty in the air, there’s still plenty to be excited about. These changes create an opportunity: To adopt innovative new strategies, get laser-focused on the ROI of your marketing channels, and embrace what’s next for customer engagement. Now’s the time to engage with your customers on the channels they are using most, and for many businesses, that means doubling down on \"},{\"_key\":\"ee2809cc8daa5\",\"_type\":\"span\",\"marks\":[\"7fe028aa2371\"],\"text\":\"WhatsApp\"},{\"_key\":\"ee2809cc8daa6\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"a34b54a7eaaa\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-315133\",\"_type\":\"reference\"}},{\"_key\":\"197682eb9a8d\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-634627\",\"_type\":\"reference\"}},{\"_key\":\"7fe028aa2371\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-623397\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"3975151e55b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"3975151e55b10\",\"_type\":\"span\",\"marks\":[],\"text\":\"This powerful emerging channel has everything brands need to supercharge their marketing strategies with highly interactive, relevant, and personalized campaigns. Even better, it’s a trusted channel your customers are likely clamoring to use when it comes to transactional and promotional purposes. With over 2 billion users worldwide, global businesses are turning to this two-way messaging channel to help engage more users, increase customer lifetime value (LTV), and retain their customers over the long haul.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4fd26995cec0\",\"_type\":\"block\",\"children\":[{\"_key\":\"4fd26995cec00\",\"_type\":\"span\",\"marks\":[],\"text\":\"At this year’s Mobile World Congress (MWC), Jon Hyman, Cofounder and CTO at Braze, spoke with Kyle Jenke, Senior Director, Partnerships at Meta, about the future of customer engagement on WhatsApp, what differentiates it from other channels, and which key messaging trends businesses should keep an eye on in the coming years.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1505591e97d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"1505591e97d90\",\"_type\":\"span\",\"marks\":[],\"text\":\"3 Standout Reasons WhatsApp Should Be In Your Marketing Mix\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"79351757419c\",\"_type\":\"block\",\"children\":[{\"_key\":\"79351757419c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. WhatsApp is where most of your customers already are.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"89698616705b\",\"_type\":\"block\",\"children\":[{\"_key\":\"89698616705b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Twenty years ago, ensuring that your marketing reached a mass audience meant forking over hefty spend for billboards and commercials. Nowadays, it’s more cost-effective to put those precious marketing dollars toward digital platforms with widespread usage and high engagement. WhatsApp is an ideal channel to reach your current and potential customers due to its massive scale, global reach, and high engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ffd61f63745f\",\"_type\":\"block\",\"children\":[{\"_key\":\"ffd61f63745f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. WhatsApp is built to keep the conversation going.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"44ba0aca379c\",\"_type\":\"block\",\"children\":[{\"_key\":\"44ba0aca379c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Increasingly, consumers want to feel like they’re conversing with the brands they love with two-way messaging experiences. Thankfully, WhatsApp’s two-way messaging capabilities can fill that gap and offer businesses that engage users across multiple channels a competitive edge.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0f6627be1053\",\"_type\":\"block\",\"children\":[{\"_key\":\"0f6627be10530\",\"_type\":\"span\",\"marks\":[],\"text\":\"“We view WhatsApp as a conversational channel,” said Kyle. “It's also personal. It's trusted. It's familiar. Your grandma probably knows how to use WhatsApp because she trusts it to talk with her friends and his family. Those are the types of conversations we want you to have over WhatsApp—we want them to be very customer-centric.” From promotional campaigns like abandoned cart or order again to transactional campaigns like reminders and shipping status updates, this channel is the ideal conduit for a better customer experience that leads to higher customer retention.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"57d2ac9e24b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"57d2ac9e24b70\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. WhatsApp makes it easy to craft richer experiences that drive more business value.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"af97b03ca363\",\"_type\":\"block\",\"children\":[{\"_key\":\"af97b03ca3630\",\"_type\":\"span\",\"marks\":[],\"text\":\"Versatility unlocks another added benefit: A richer end-to-end experience for the consumer. While \"},{\"_key\":\"af97b03ca3631\",\"_type\":\"span\",\"marks\":[\"99a9530369b9\"],\"text\":\"push notifications\"},{\"_key\":\"af97b03ca3632\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"af97b03ca3633\",\"_type\":\"span\",\"marks\":[\"69e755bda4af\"],\"text\":\"email\"},{\"_key\":\"af97b03ca3634\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"af97b03ca3635\",\"_type\":\"span\",\"marks\":[\"1035a7f53942\"],\"text\":\"SMS\"},{\"_key\":\"af97b03ca3636\",\"_type\":\"span\",\"marks\":[],\"text\":\", and \"},{\"_key\":\"af97b03ca3637\",\"_type\":\"span\",\"marks\":[\"af184699f612\"],\"text\":\"in-app messages\"},{\"_key\":\"af97b03ca3638\",\"_type\":\"span\",\"marks\":[],\"text\":\" remain cornerstones of the cross-channel experience, \"},{\"_key\":\"af97b03ca3639\",\"_type\":\"span\",\"marks\":[\"91807ff53bf2\"],\"text\":\"WhatsApp\"},{\"_key\":\"af97b03ca36310\",\"_type\":\"span\",\"marks\":[],\"text\":\" is like a Swiss army knife. “What's exciting about WhatsApp is that you get the best of the benefits of email and mobile-based messaging,” shared Jon.\"}],\"markDefs\":[{\"_key\":\"99a9530369b9\",\"_type\":\"link\",\"href\":\"/product/mobile-web-push\"},{\"_key\":\"69e755bda4af\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-765\",\"_type\":\"reference\"}},{\"_key\":\"1035a7f53942\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-768\",\"_type\":\"reference\"}},{\"_key\":\"af184699f612\",\"_type\":\"link\",\"href\":\"/product/in-app-in-browser-messages\"},{\"_key\":\"91807ff53bf2\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-623397\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"a28be13aaf8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"a28be13aaf8d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Kyle elaborated, “Our customers will have very rich commerce conversations inside of WhatsApp.” You might send a low-urgency message with rich content over email or drive a conversion event using an in-app notification. At the same time, WhatsApp enables you to pull customers back into your products or drive 1:1 conversations that can boost sales and customer lifetime value.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ef57b52ba652\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef57b52ba6520\",\"_type\":\"span\",\"marks\":[],\"text\":\"All that sophistication doesn’t mean execution has to be a time-consuming slog. Using \"},{\"_key\":\"ef57b52ba6521\",\"_type\":\"span\",\"marks\":[\"1ac0bd71ccc6\"],\"text\":\"Braze Canvas Flow\"},{\"_key\":\"ef57b52ba6522\",\"_type\":\"span\",\"marks\":[],\"text\":\", our customer journey orchestration tool, you can easily craft interactive campaigns filled with eye-catching images, buttons, and calls-to-action. Behind the scenes, your team can access in-dashboard reporting for WhatsApp, meaning you can track the real-time performance of metrics around reads, deliveries, sends, and more. Once you’ve composed your messages and your user journeys are up and running, you’ll want to optimize them as you go to get even better results.\"}],\"markDefs\":[{\"_key\":\"1ac0bd71ccc6\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-315568\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"66ba799ab49a\",\"_type\":\"block\",\"children\":[{\"_key\":\"66ba799ab49a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Applying WhatsApp to the 3 Customer Engagement Pillars\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ced91634ab83\",\"_type\":\"block\",\"children\":[{\"_key\":\"ced91634ab830\",\"_type\":\"span\",\"marks\":[],\"text\":\"While creating your first campaigns on a new channel can be daunting, the good news is you can start simple and advance quickly. Now that we’ve outlined what WhatsApp can do for your business, let’s look at examples of how this channel plays with the three core pillars of customer engagement: Activation, monetization, and retention. Focus on these three areas below to get up and running quickly and see business results faster.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e78277f82e13\",\"_type\":\"block\",\"children\":[{\"_key\":\"e78277f82e130\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Activate new customers to improve your top of funnel performance\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d51127da797d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d51127da797d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your marketing team has worked hard to win new customers over (and even spent a significant chunk of their budget), but those customers’ journeys with your brand are just beginning. In the activation stage, companies should aim to make their first impression seamless, personally relevant, and cohesive.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d40fb003c82\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d40fb003c820\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do you do that in practice? First, identify the \"},{\"_key\":\"6d40fb003c821\",\"_type\":\"span\",\"marks\":[\"ce43dc6410a8\"],\"text\":\"high-value actions\"},{\"_key\":\"6d40fb003c822\",\"_type\":\"span\",\"marks\":[],\"text\":\" that you want your new customers to take. For instance, getting a new customer to complete their registration or download your app. With a message in WhatsApp, you can easily nudge a customer back into your mobile app or website, where they can enter their email, invite friends, or complete their profile. Alternatively, you can use WhatsApp’s quick reply buttons to collect information directly within the WhatsApp thread.\"}],\"markDefs\":[{\"_key\":\"ce43dc6410a8\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-6681\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"10d1dceaa657\",\"_type\":\"block\",\"children\":[{\"_key\":\"10d1dceaa6570\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Monetize your customers to drive higher lifetime value\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d802f4854a3a\",\"_type\":\"block\",\"children\":[{\"_key\":\"d802f4854a3a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once the customer is activated, it’s time to help them find ways to get the value of your product. Leading companies know the importance of creating seamless commerce experiences. Luckily, businesses can now send abandoned cart notifications or surface exclusive promotions on \"},{\"_key\":\"d802f4854a3a1\",\"_type\":\"span\",\"marks\":[\"8771759dce4e\"],\"text\":\"WhatsApp\"},{\"_key\":\"d802f4854a3a2\",\"_type\":\"span\",\"marks\":[],\"text\":\". For instance, if a customer places an order from their favorite QSR restaurant without checking out, they can leverage a customer engagement platform like Braze to send an abandoned cart message to those users, nudging them to complete their purchase.\"}],\"markDefs\":[{\"_key\":\"8771759dce4e\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-628922\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"af6921cf4903\",\"_type\":\"block\",\"children\":[{\"_key\":\"af6921cf49030\",\"_type\":\"span\",\"marks\":[],\"text\":\"Additionally, one of the significant benefits of WhatsApp is the robust analytics, which enables brands more visibility into what’s moving the needle. Using the reporting features, teams can get more granular with their experimentation. For instance, they can monitor metrics like read rate and conversion rate to gain deeper insight into how their campaigns are being received and what messages are resonating with each customer.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e1fda60e9f95\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1fda60e9f950\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Retention\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"85e8d90c3bc4\",\"_type\":\"block\",\"children\":[{\"_key\":\"85e8d90c3bc40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Retaining your customers is paramount in today’s competitive landscape—and brands can use WhatsApp to engage customers in between purchases with experiences that feel more like a conversation than a campaign.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6fb3b0c2f89f\",\"_type\":\"block\",\"children\":[{\"_key\":\"6fb3b0c2f89f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Instead of sending an email to ask customers how they like their purchase or to rate it, WhatsApp may be a more efficient way to close the customer feedback loop using short, post-purchase customer surveys. “[Email] may have a low click-through rate because it's a channel that isn't going to get a lot of urgency,” Jon explained. “People may not want to open it, click through, open up a web browser, versus a straightforward button in a WhatsApp message.” The higher engagement on WhatsApp gives brands more insight to inform their retention strategies and deliver more value to their customers overall.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c30cb8fc2225\",\"_type\":\"block\",\"children\":[{\"_key\":\"c30cb8fc22250\",\"_type\":\"span\",\"marks\":[],\"text\":\"With WhatsApp, you can start simple and then expand into more sophisticated use cases to wow your customers with media-rich experiences. From images to quick reply buttons to links, it’s easy to make every message within WhatsApp pop for each user. One example of this, according to Kyle, is an approach taken by the largest bank in Indonesia. “If you pay for something over a certain dollar limit, you get a WhatsApp message asking if you'd like to split that into multiple payments. Customers love that they can spread that over multiple months or payment periods.” This campaign is just the tip of the iceberg for what brands can do to make the end-to-end experience within this channel feel cohesive and smooth.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c846a78a7e6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"c846a78a7e6a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp Trends to Watch For\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0aa99d1c9884\",\"_type\":\"block\",\"children\":[{\"_key\":\"0aa99d1c98840\",\"_type\":\"span\",\"marks\":[],\"text\":\"What’s next when it comes to WhatsApp? First of all, you can likely expect to see more end-to-end commerce experiences take place within WhatsApp. For companies struggling to get customers to download their app, this trusted and familiar channel offers an exciting alternative to the traditional shopping experience: Consider checkout, payment flexibility options, shipping confirmation, and feedback surveys.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9ac7da24f4a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ac7da24f4a30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Meanwhile, richer in-product experiences will likely continue to elevate marketing campaigns. We’ve all been on the receiving end of clunky, disconnected experiences that fall short of expectations. Remember when you ordered an online grocery delivery, and the peanut butter you wanted was out of stock? But instead of being able to communicate back to the grocery platform to tell them what to replace it with, you were given one second to approve their substitution. Or, let’s say you went to re-order your favorite mascara—only to find out it was back-ordered for the next four weeks; that’s pretty frustrating, especially when you could have an automated replenishment flow built based on your preferences instead. What can WhatsApp do for your business?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2ff1fca353b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ff1fca353b40\",\"_type\":\"span\",\"marks\":[],\"text\":\"As more and more consumers rely on mobile devices, brands must increasingly adopt strategies to support the seamless cross-channel experiences they crave. To learn how to activate, monetize, and retain your customers on this powerful channel, be sure to check out the \"},{\"_key\":\"2ff1fca353b41\",\"_type\":\"span\",\"marks\":[\"ed891fb50c60\"],\"text\":\"Braze WhatsApp Inspiration Guide\"},{\"_key\":\"2ff1fca353b42\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"ed891fb50c60\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-629156\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"8e0fea03aa42\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e0fea03aa420\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Quotes have been edited for length and clarity.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/8902bd865c9b909e3e45a5d71091a5a385a4f10e-1920x1080.png\",\"publishedDate\":\"2023-05-11T13:25:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-55d180ff847346ac86de94785271e8f47b1705ff-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"With companies monitoring their marketing spend with more scrutiny than ever, find out how WhatsApp can help you increase conversions and improve customer engagement to boost ROI.\",\"pageTitle\":\"Leveraging WhatsApp to Boost Your ROI\",\"slug\":{\"current\":\"leveraging-whatsapp-to-boost-your-roi\"}},\"title\":\"Leveraging WhatsApp to Boost Your ROI\"},{\"_id\":\"imported-craft-8024\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"722b9029c960\",\"_type\":\"block\",\"children\":[{\"_key\":\"722b9029c9600\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sending the right message at the right time sounds like magic, but it’s easier than you think—as long as you have the right data. 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