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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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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="Taxi for Email" 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%2F16cc1c331ed085a4d44b3a18209e2f2d9acb3c91-580x200.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F16cc1c331ed085a4d44b3a18209e2f2d9acb3c91-580x200.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F16cc1c331ed085a4d44b3a18209e2f2d9acb3c91-580x200.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Taxi for Email</h2><div class="flex flex-col gap-3 md:flex-row"><a class="inline-flex 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text-gray-500">June 19, 2020</span></div></div></a></div></div><div data-index="7" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:9.090909090909092%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="Friday The 25th—Who Will Survive the Rise of GDPR?" href="/resources/articles/gdpr-friday-the-25th"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="Friday The 25th—Who Will Survive the Rise of GDPR?" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3332de01065f6f40f5a4ece4c2f5550342d1c972-1500x1500.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3332de01065f6f40f5a4ece4c2f5550342d1c972-1500x1500.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3332de01065f6f40f5a4ece4c2f5550342d1c972-1500x1500.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">22<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Friday The 25th—Who Will Survive the Rise of GDPR?</h4><span class="text-sm font-bold text-gray-500">March 01, 2018</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div class="container flex flex-col justify-between gap-8 md:flex-row"><div class="flex flex-col gap-6"><img alt="logo" loading="lazy" width="144" height="45" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=256&q=75 1x, /_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75 2x" src="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75"/><h1 class="text-black text-display-xs md:text-display-lg">Shape the future of customer engagement with us</h1></div><div class="flex flex-col gap-[10px]"><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Differentiate your product and service offerings</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Join a global community of innovators</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Tap into training, certification, marketing, and sales program support</span></div></div></div></div><div class="container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row"><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our open technology ecosystem</h4><p>Our platform is designed for flexible, easy integration so you can build solutions that solve customer challenges and accelerate business growth.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-technology-partner">Become a Technology Partner</a></div><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our global services network</h4><p>Agencies, consultants, and systems integrators build robust service offerings with Braze.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-solutions-partner">Become a Delivery Partner</a></div></div></div></section><section class="bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background"><div class=""><div class="flex w-full flex-col items-center py-16 lg:py-24"><div class="container flex flex-col gap-12 items-center"><div class="flex max-w-[768px] flex-col items-center gap-5 text-center"><h2 id="its-time-to-be-a-better-marketer" class="mb-0 text-white text-display-sm sm:text-display-md md:text-display-lg lg:text-display-xl xl:text-display-2xl font-extrabold"><span class="block"><span class="">It's time to be a better marketer</span></span></h2></div><div class="flex w-full flex-col justify-center gap-8 md:flex-row lg:flex-row items-center"><a class="inline-flex items-center justify-center text-center rounded-full 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But many of these messages get deleted or go unread.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8ceb72761943\",\"_type\":\"block\",\"children\":[{\"_key\":\"8ceb727619430\",\"_type\":\"span\",\"marks\":[],\"text\":\"With such levels of increased competition, marketers need to think differently if they want to create a winning holiday marketing strategy. One that isn’t just more of what they usually do, but a customer-centric plan that helps stand out from the crowd and build relationships that last all year long.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cfc512a84d9a\",\"_type\":\"block\",\"children\":[{\"_key\":\"cfc512a84d9a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"So where do you begin with such a plan? And how can you make sure you have everything you need to execute it? Read on to find out.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"574da90ca59c\",\"_type\":\"block\",\"children\":[{\"_key\":\"574da90ca59c0\",\"_type\":\"span\",\"marks\":[\"579afc08d376\"],\"text\":\"What is Holiday Marketing?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"579afc08d376\",\"_type\":\"link\",\"href\":\"#what-is-holiday-marketing\"}],\"style\":\"normal\"},{\"_key\":\"672d3f6d3faa\",\"_type\":\"block\",\"children\":[{\"_key\":\"672d3f6d3faa0\",\"_type\":\"span\",\"marks\":[\"7a0b77901d6a\"],\"text\":\"Why Is Having A Holiday Marketing Strategy Important?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"7a0b77901d6a\",\"_type\":\"link\",\"href\":\"#why-holiday-marketing-strategy-is-important\"}],\"style\":\"normal\"},{\"_key\":\"43c78ff47aea\",\"_type\":\"block\",\"children\":[{\"_key\":\"43c78ff47aea0\",\"_type\":\"span\",\"marks\":[\"95299b840936\"],\"text\":\"How to Build A Holiday Marketing Strategy\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"95299b840936\",\"_type\":\"link\",\"href\":\"#how-to-build-holiday-marketing-strategy\"}],\"style\":\"normal\"},{\"_key\":\"44345b9ddda2\",\"_type\":\"block\",\"children\":[{\"_key\":\"44345b9ddda20\",\"_type\":\"span\",\"marks\":[\"17188d7ccee4\"],\"text\":\"10 High-Impact Holiday Marketing Campaign Ideas\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"17188d7ccee4\",\"_type\":\"link\",\"href\":\"#10-holiday-marketing-campaign-ideas\"}],\"style\":\"normal\"},{\"_key\":\"64fce4a268e4\",\"_type\":\"block\",\"children\":[{\"_key\":\"64fce4a268e40\",\"_type\":\"span\",\"marks\":[\"76e539f088bc\"],\"text\":\"4 Real-Life Examples of Holiday Marketing in Action\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"76e539f088bc\",\"_type\":\"link\",\"href\":\"#4-real-holiday-marketing-campaigns\"}],\"style\":\"normal\"},{\"_key\":\"362c9dd37e90\",\"_type\":\"block\",\"children\":[{\"_key\":\"362c9dd37e900\",\"_type\":\"span\",\"marks\":[\"07475d273a31\"],\"text\":\"How Braze Can Support Your Holiday Marketing Efforts\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"07475d273a31\",\"_type\":\"link\",\"href\":\"#how-braze-can-support-holiday-marketing\"}],\"style\":\"normal\"},{\"_key\":\"56b8418a01d1\",\"_type\":\"block\",\"children\":[{\"_key\":\"56b8418a01d10\",\"_type\":\"span\",\"marks\":[\"838587eedfbb\"],\"text\":\"Final Thoughts\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"838587eedfbb\",\"_type\":\"link\",\"href\":\"#final-thoughts\"}],\"style\":\"normal\"},{\"_key\":\"5582bdf7b7e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"5582bdf7b7e30\",\"_type\":\"span\",\"marks\":[\"86f04fef65fa\"],\"text\":\"Holiday Marketing FAQs\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"86f04fef65fa\",\"_type\":\"link\",\"href\":\"#holiday-marketing-faqs\"}],\"style\":\"normal\"},{\"_key\":\"89844fe95fc4\",\"_type\":\"block\",\"children\":[{\"_key\":\"89844fe95fc40\",\"_type\":\"span\",\"marks\":[\"fdf66fb1dfc3\"],\"text\":\"Featured Holiday Marketing Resources\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"fdf66fb1dfc3\",\"_type\":\"link\",\"href\":\"#holiday-marketing-resources\"}],\"style\":\"normal\"},{\"_key\":\"4aWZ39dXt4ECl2tJgeDFq\",\"_type\":\"anchor\",\"anchorId\":\"what-is-holiday-marketing\"},{\"_key\":\"98b793fa16d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"98b793fa16d50\",\"_type\":\"span\",\"marks\":[],\"text\":\"What Is Holiday Marketing?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7395d922a9e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"7395d922a9e70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Holiday marketing is the campaigns and promotions that happen around holidays and festivals. It is also sometimes referred to as seasonal marketing. Christmas and year-end are common examples that are given; however, it can also refer to other key moments such as Valentine’s Day, Easter, Eid el-Fitr, Hanukkah, Mother’s Day, Father’s Day, Halloween, and Thanksgiving, to name a few.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c14d7228d4cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"c14d7228d4cb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A holiday marketing strategy typically includes campaigns that associate a product, service, or brand with a holiday or festival to encourage people to buy during these times. Sales, discounts, special offers, and promotions are usually given as incentives for spending.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"64b0c3f8d931\",\"_type\":\"block\",\"children\":[{\"_key\":\"64b0c3f8d9310\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, as well as increasing spending, a strong campaign also helps place brands firmly in the minds of buyers, building trust, loyalty, and recognition, so that when they think of a certain holiday, they also think of the brand and/or its offerings.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"AV8j1NctJiR1VoeXFo5Fs\",\"_type\":\"anchor\",\"anchorId\":\"why-holiday-marketing-strategy-is-important\"},{\"_key\":\"7054df0f9430\",\"_type\":\"block\",\"children\":[{\"_key\":\"7054df0f94300\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why Is Having A Holiday Marketing Strategy Important?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bbca711b3a35\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbca711b3a350\",\"_type\":\"span\",\"marks\":[],\"text\":\"Having a holiday marketing strategy is important because without it, you risk missing out on valuable opportunities to increase brand awareness and drive sales. Holidays give brands the chance to reach potential new customers and re-engage old ones. Beyond that, connecting with customers during these celebrations and important times in their lives can help forge deeper relationships and support sustainable growth.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d0bb753e7f84\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0bb753e7f840\",\"_type\":\"span\",\"marks\":[],\"text\":\"By creating customer-centric campaigns focused on customer engagement, the benefits become wide-reaching and have longevity. It’s more than just claiming a few extra sales to boost revenue. It’s about building long-term relationships with consumers who, if it’s done right, will not only buy from you now but will come back to you in the future and recommend you to others.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5bef383d9cb3\",\"_type\":\"block\",\"children\":[{\"_key\":\"5bef383d9cb30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rather than blast customers with promotional emails within a short time period, it’s important to build your strategy to cover before, during, and after the holiday event as the needs and desires of a customer change during the course of this journey.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"10442910d57b\",\"_type\":\"block\",\"children\":[{\"_key\":\"10442910d57b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The buyer journey includes three stages:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"15374de882fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"15374de882fb0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Activation: \"},{\"_key\":\"15374de882fb1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Taking a newly acquired user from sign-up to their first action.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8e2fac639c8b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e2fac639c8b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Monetization:\"},{\"_key\":\"8e2fac639c8b1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Driving revenue and profitability, with awareness of how certain customer actions line up to these goals.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1ba728d35714\",\"_type\":\"block\",\"children\":[{\"_key\":\"1ba728d357140\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Retention:\"},{\"_key\":\"1ba728d357141\",\"_type\":\"span\",\"marks\":[],\"text\":\" Creating a long-term relationship with your customer that drives sustainable growth.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"beb3c6b2cf50\",\"_type\":\"block\",\"children\":[{\"_key\":\"beb3c6b2cf500\",\"_type\":\"span\",\"marks\":[],\"text\":\"In order to stand out in a sea of competition and to make customers feel seen, heard, and valued, your holiday marketing strategy should be personalized with messages that speak to individuals in each of these stages.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8eb4b589175c\",\"_type\":\"anchor\",\"anchorId\":\"how-to-build-holiday-marketing-strategy\"},{\"_key\":\"b27d010d910c\",\"_type\":\"block\",\"children\":[{\"_key\":\"b27d010d910c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to Build A Holiday Marketing Strategy\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"46c10203e0fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"46c10203e0fc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Building a holiday marketing strategy is not a one-size-fits-all approach, and brands will need to customize their plans to meet the needs of their audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b62f2fa07f46\",\"_type\":\"block\",\"children\":[{\"_key\":\"b62f2fa07f460\",\"_type\":\"span\",\"marks\":[],\"text\":\"A best-in-class customer journey can look different depending on the business, but typically, you’d want to activate your audience first. It’s important to make sure you have access to the right first-party data so you can create personalized messages that resonate with your audience. Then you might run some pre-holiday campaigns with social ads or early access offers. During the holiday season, as well as promotions and sales, you may want to track abandoned carts and provide customers with the most seamless experience through cross-selling and order tracking. Post-holiday is the time to follow up for feedback, reach out to lapsed customers, and launch new products.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9lXzgLDq\",\"_type\":\"richImage\",\"alt\":\"An image showing text about what a best-in-class holiday campaign is\",\"asset\":{\"_ref\":\"image-46be392a0f78d15603756c2835782097cd8bc266-2400x1210-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"30e7a14cb143\",\"_type\":\"block\",\"children\":[{\"_key\":\"30e7a14cb1430\",\"_type\":\"span\",\"marks\":[],\"text\":\"As well as working through these stages, here are five tips to be mindful of when creating your holiday marketing strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"faf229be0905\",\"_type\":\"block\",\"children\":[{\"_key\":\"faf229be09050\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e0b5c8d8ef96\",\"_type\":\"block\",\"children\":[{\"_key\":\"e0b5c8d8ef960\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Take stock\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e3de5d008558\",\"_type\":\"block\",\"children\":[{\"_key\":\"e3de5d0085580\",\"_type\":\"span\",\"marks\":[],\"text\":\"Look back at previous campaigns to see what worked and what didn’t. Look at the data you have available and any current challenges that might affect how or when you send messages, such as localization or topical issues.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"325fadc8dd8b\",\"_type\":\"block\",\"children\":[{\"_key\":\"325fadc8dd8b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ec605d4a524d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ec605d4a524d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Set your goals\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"edf2dfb36fb5\",\"_type\":\"block\",\"children\":[{\"_key\":\"edf2dfb36fb50\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does success look like for your campaign and how are you going to measure it? What channels will you be using? What do you want to highlight to your audience? New offers? Products? Do you want to build engagement or trust?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb538208cc49\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb538208cc490\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"49bfee1508a1\",\"_type\":\"block\",\"children\":[{\"_key\":\"49bfee1508a10\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Get all your people and technology ready\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"bdecb75126a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"bdecb75126a60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Make sure you have all the necessary people and tools in place to enable your campaign to run as smoothly as possible. Is everything and everyone working well together? Do you need a team or campaign lead? Does everyone know what to do and what’s expected of them? Does the technology you’re using have the capabilities you need it to have?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f566812060f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"f566812060f70\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"46cb27b11139\",\"_type\":\"block\",\"children\":[{\"_key\":\"46cb27b111390\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Test and optimize\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"87bb678dd1fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"87bb678dd1fc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Test your campaign, learn from the results, and optimize further. Make sure every touchpoint and interaction a customer will have with your brand on their journey is working as it should.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"083217be8e11\",\"_type\":\"block\",\"children\":[{\"_key\":\"083217be8e110\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2afc740b1d4d\",\"_type\":\"block\",\"children\":[{\"_key\":\"2afc740b1d4d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Build loyalty and retention\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7ca107eaab3a\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ca107eaab3a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t just end your campaign when the holiday is over. Build in lifecycle marketing so that lessons can be carried forward and customers can be driven towards loyal advocates, increasing customer lifetime value.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"CGat7gkjZcMATbHfPZUnt\",\"_type\":\"anchor\",\"anchorId\":\"10-holiday-marketing-campaign-ideas\"},{\"_key\":\"64297fdad033\",\"_type\":\"block\",\"children\":[{\"_key\":\"64297fdad0330\",\"_type\":\"span\",\"marks\":[],\"text\":\"10 High-Impact Holiday Marketing Campaign Ideas\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"30f928b96896\",\"_type\":\"block\",\"children\":[{\"_key\":\"30f928b968960\",\"_type\":\"span\",\"marks\":[],\"text\":\"So what does it look like to activate, monetize, or retain your audience with a high-impact campaign? So that you don’t have to start from scratch, here are ten ideas from the \"},{\"_key\":\"30f928b968961\",\"_type\":\"span\",\"marks\":[\"b96eebd2e64a\"],\"text\":\"Braze Holiday Inspiration Guide\"},{\"_key\":\"30f928b968962\",\"_type\":\"span\",\"marks\":[],\"text\":\" to spark your imagination.\"}],\"markDefs\":[{\"_key\":\"b96eebd2e64a\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-701706\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"48ee62cd694e\",\"_type\":\"block\",\"children\":[{\"_key\":\"48ee62cd694e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3dbc741f08d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"3dbc741f08d30\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Activation: App Download Campaign\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b7f06b3e36e9\",\"_type\":\"block\",\"children\":[{\"_key\":\"b7f06b3e36e90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Problem\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ce2c82a852ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce2c82a852ea0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Drawing web customers to your app during busy holiday periods so that you are able to reach them more effectively.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2d3bf19f3723\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d3bf19f37230\",\"_type\":\"span\",\"marks\":[],\"text\":\"Campaign solution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e3e28f9c416e\",\"_type\":\"block\",\"children\":[{\"_key\":\"e3e28f9c416e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use the messaging channels that are available to you to nudge users towards downloading the app by offering an improved service. Leverage personalization to highlight the benefits of using the app that apply directly to the individual.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2a91f821e690\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a91f821e6900\",\"_type\":\"span\",\"marks\":[],\"text\":\"Value\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7456bdeaf1b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"7456bdeaf1b20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stronger engagement and stickiness through app downloads and more seamless experiences for the customer.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c64a7c7bf5cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"c64a7c7bf5cf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e8e73dd97bfb\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8e73dd97bfb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Monetization: Discount and sales\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0169a380c05e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0169a380c05e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Problem\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9720f377a2ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"9720f377a2ad0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The success of your campaign is at risk because of low customer awareness.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0703a38ac6b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"0703a38ac6b70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Campaign solution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1d4ec41d66ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d4ec41d66ee0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Utilize cohesive, cross-channel campaigns to send a series of promotional messages that engage users across different platforms and channels relevant to them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7b87db15c211\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b87db15c2110\",\"_type\":\"span\",\"marks\":[],\"text\":\"Value\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b8269bbc8f99\",\"_type\":\"block\",\"children\":[{\"_key\":\"b8269bbc8f990\",\"_type\":\"span\",\"marks\":[],\"text\":\"More conversions and more revenue come from increased awareness of your brand’s promotions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9214a941004b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9214a941004b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"779e4aec4918\",\"_type\":\"block\",\"children\":[{\"_key\":\"779e4aec49180\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Retention: Event attendance campaign\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"318ca8b665ca\",\"_type\":\"block\",\"children\":[{\"_key\":\"318ca8b665ca0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Problem\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cd63be511f03\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd63be511f030\",\"_type\":\"span\",\"marks\":[],\"text\":\"Driving users to show up at an in-person event or experience that could help to increase revenue and deepen customer relationships.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3dbe418fd764\",\"_type\":\"block\",\"children\":[{\"_key\":\"3dbe418fd7640\",\"_type\":\"span\",\"marks\":[],\"text\":\"Campaign solution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"89350d9278ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"89350d9278ac0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using \"},{\"_key\":\"89350d9278ac1\",\"_type\":\"span\",\"marks\":[\"25a8074057d1\"],\"text\":\"location-targeting\"},{\"_key\":\"89350d9278ac2\",\"_type\":\"span\",\"marks\":[],\"text\":\" and cross-channel communication, create campaigns that reach potential customers where they are. Invitations to physical events make users feel special, especially when combined with personalization using previous activity and behavior with your brand.\"}],\"markDefs\":[{\"_key\":\"25a8074057d1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/segments/location_targeting/\"}],\"style\":\"normal\"},{\"_key\":\"6a6cee99fb26\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a6cee99fb260\",\"_type\":\"span\",\"marks\":[],\"text\":\"Value\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6c034b5a0691\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c034b5a06910\",\"_type\":\"span\",\"marks\":[],\"text\":\"Increased brand awareness and new engagement opportunities which can lead to boosted revenue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"85c9dd05b936\",\"_type\":\"block\",\"children\":[{\"_key\":\"85c9dd05b9360\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"04e2721680cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"04e2721680cb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Activation: Account creation campaign\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b141c76c1ae3\",\"_type\":\"block\",\"children\":[{\"_key\":\"b141c76c1ae30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Problem\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"40e2014cd44b\",\"_type\":\"block\",\"children\":[{\"_key\":\"40e2014cd44b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Anonymous users. Those who are actively browsing your website but not creating an account. You’ll only ever get limited data from them and they’ll only ever receive a more limited experience, so you really need to encourage them to create an account so you can understand them better and engage with them more effectively.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8aabac371784\",\"_type\":\"block\",\"children\":[{\"_key\":\"8aabac3717840\",\"_type\":\"span\",\"marks\":[],\"text\":\"Campaign solution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"c6c12a6383eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6c12a6383eb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using Braze tools like \"},{\"_key\":\"c6c12a6383eb1\",\"_type\":\"span\",\"marks\":[\"5606f294c393\"],\"text\":\"in-app messages\"},{\"_key\":\"c6c12a6383eb2\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"c6c12a6383eb3\",\"_type\":\"span\",\"marks\":[\"8abe8818dfed\"],\"text\":\"Content Cards\"},{\"_key\":\"c6c12a6383eb4\",\"_type\":\"span\",\"marks\":[],\"text\":\" you can show users the benefit of creating an account and give them a simple and easy way to do it. Remove as much friction as possible and highlight any important information that will encourage users to share their preferences and interests with you for a more tailored experience.\"}],\"markDefs\":[{\"_key\":\"5606f294c393\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages\"},{\"_key\":\"8abe8818dfed\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-762\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"d62bbab5af3f\",\"_type\":\"block\",\"children\":[{\"_key\":\"d62bbab5af3f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Value\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a2cc4d88696b\",\"_type\":\"block\",\"children\":[{\"_key\":\"a2cc4d88696b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Window shoppers can be converted to engaged users and ultimately loyal advocates as their engagement with your brand grows and the relationship deepens.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0dc66d9f13ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"0dc66d9f13ad0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd62eed4ec39\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd62eed4ec390\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Monetization: Upsell campaign\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8e6b91b39441\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e6b91b394410\",\"_type\":\"span\",\"marks\":[],\"text\":\"Problem\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"42d3768ae425\",\"_type\":\"block\",\"children\":[{\"_key\":\"42d3768ae4250\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customers are buying the most basic version of your product. You can use the holiday to help them discover exclusive or premium versions or related and relevant add-ons to help increase order size.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"de459585bb05\",\"_type\":\"block\",\"children\":[{\"_key\":\"de459585bb050\",\"_type\":\"span\",\"marks\":[],\"text\":\"Campaign solution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"bec3c8cb6687\",\"_type\":\"block\",\"children\":[{\"_key\":\"bec3c8cb66870\",\"_type\":\"span\",\"marks\":[],\"text\":\"Highlight relevant upgrades and add-ons before a customer checks out by using in-product messages. Show the value of premium and exclusive items with out-of-product messages, such as email or SMS, and use deep links to make purchasing a simple task.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"efdacc060c03\",\"_type\":\"block\",\"children\":[{\"_key\":\"efdacc060c030\",\"_type\":\"span\",\"marks\":[],\"text\":\"What do we mean by in-product vs out-of-product messages?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"16b9d7e2bec4\",\"_type\":\"block\",\"children\":[{\"_key\":\"16b9d7e2bec40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Think of in-product messages as those that get deployed within a given experience you own, such as your app or website, while customers are actively browsing these owned digital properties. 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Retention: Order tracker/fulfillment campaign\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d8ccb3eea337\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8ccb3eea3370\",\"_type\":\"span\",\"marks\":[],\"text\":\"Problem\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"c5b9a26d31a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"c5b9a26d31a00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your customer service team can be overwhelmed with requests for tracking and delivery details if customers can’t easily access that information.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e0c8014393e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"e0c8014393e30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Campaign solution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f627c98aad26\",\"_type\":\"block\",\"children\":[{\"_key\":\"f627c98aad260\",\"_type\":\"span\",\"marks\":[],\"text\":\"Make order updates automatic, so that when an order is confirmed, packed, shipped, and delivered, customers are notified in real time with messages through their channel of choice. For example, email or SMS.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a105032aa06a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a105032aa06a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Value\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cbdd0dc29f4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbdd0dc29f4e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This builds trust with your customers and eases the pressure on your internal teams during busy times. It also gives users a reason to engage with you beyond their purchase.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b380a23c2ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"1b380a23c2ff0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"330b4c2f4acb\",\"_type\":\"block\",\"children\":[{\"_key\":\"330b4c2f4acb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Activation: Paid social campaign\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"54e67c3952b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"54e67c3952b40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Problem\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7f667acd7115\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f667acd71150\",\"_type\":\"span\",\"marks\":[],\"text\":\"The cost of paid ads increases during holidays so you need to find ways to target the right audience and improve the ROI.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"62a0b2c4041a\",\"_type\":\"block\",\"children\":[{\"_key\":\"62a0b2c4041a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Campaign solution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"60c8141601f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"60c8141601f70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using customer profile data you can target paid ads to users based on their browsing or buying behavior so that you’re only paying for ads that are served to those more likely to convert.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f9629b0c2148\",\"_type\":\"block\",\"children\":[{\"_key\":\"f9629b0c21480\",\"_type\":\"span\",\"marks\":[],\"text\":\"Value\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"4a5ccb0ae51a\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a5ccb0ae51a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your ad spend becomes more targeted and so more effective and efficient.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"472c352c631b\",\"_type\":\"block\",\"children\":[{\"_key\":\"472c352c631b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b211675f1727\",\"_type\":\"block\",\"children\":[{\"_key\":\"b211675f17270\",\"_type\":\"span\",\"marks\":[],\"text\":\"8. Monetization: Flash sale / limited-time offer\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a7ac3b897455\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7ac3b8974550\",\"_type\":\"span\",\"marks\":[],\"text\":\"Problem\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b75b8f6b2e9c\",\"_type\":\"block\",\"children\":[{\"_key\":\"b75b8f6b2e9c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conversions are taking a dive and you need sales to increase quickly so that you can reach your business goals.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d060b5f2343b\",\"_type\":\"block\",\"children\":[{\"_key\":\"d060b5f2343b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Campaign solution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"18231394864d\",\"_type\":\"block\",\"children\":[{\"_key\":\"18231394864d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Short-term discounts, sales, and special offers bring a sense of urgency and can be sent to users that have been segmented based on their channel preferences. 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Retention: New product campaign\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"971b65db5eef\",\"_type\":\"block\",\"children\":[{\"_key\":\"971b65db5eef0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Problem\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"4e9d1f0b1ba8\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e9d1f0b1ba80\",\"_type\":\"span\",\"marks\":[],\"text\":\"After the holidays, a lull can follow as the buzz of the period falls away. How do you keep your audience engaged and excited for whatever’s next?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50ad3b36a0b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"50ad3b36a0b90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Campaign solution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"644fd0c4c194\",\"_type\":\"block\",\"children\":[{\"_key\":\"644fd0c4c1940\",\"_type\":\"span\",\"marks\":[],\"text\":\"Leverage cross-channel messaging and behavioral data to highlight new products, features, and services, alongside their value. Messages can also be triggered when a user browses a particular page or product that suggests your new offering might be a good match for them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"778a0982b77f\",\"_type\":\"block\",\"children\":[{\"_key\":\"778a0982b77f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Value\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0bfebf621467\",\"_type\":\"block\",\"children\":[{\"_key\":\"0bfebf6214670\",\"_type\":\"span\",\"marks\":[],\"text\":\"The more features or services a customer uses from you, the more difficult it will be for them to leave your brand and replace that engagement and usefulness elsewhere.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e34bc788cace\",\"_type\":\"block\",\"children\":[{\"_key\":\"e34bc788cace0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b8156d0e65d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"b8156d0e65d60\",\"_type\":\"span\",\"marks\":[],\"text\":\"10. Retention: Lapsing user campaign\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"cc99e9ddc85b\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc99e9ddc85b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Problem\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"877c55e63830\",\"_type\":\"block\",\"children\":[{\"_key\":\"877c55e638300\",\"_type\":\"span\",\"marks\":[],\"text\":\"After the hustle and bustle of the holiday period, some users stop engaging as frequently and they are more at risk of dropping to a lapsed user.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7842c95c6e31\",\"_type\":\"block\",\"children\":[{\"_key\":\"7842c95c6e310\",\"_type\":\"span\",\"marks\":[],\"text\":\"Campaign solution\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"53b4edd8fe82\",\"_type\":\"block\",\"children\":[{\"_key\":\"53b4edd8fe820\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create segments of lapsed users based on their engagement data and then reach out to them through social or owned channels. Use customized content with data about previous activity and purchases to place value on past use. This will support deeper and more frequent engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"958157990609\",\"_type\":\"block\",\"children\":[{\"_key\":\"9581579906090\",\"_type\":\"span\",\"marks\":[],\"text\":\"Value\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"06425f428c71\",\"_type\":\"block\",\"children\":[{\"_key\":\"06425f428c710\",\"_type\":\"span\",\"marks\":[],\"text\":\"For those customers who are floating away, this provides them with solid reasons to return. You’ll be able to deepen your relationship with them, retain users more effectively, and see improved revenue over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"v5aG1mf02C3EBNyHU7bnM\",\"_type\":\"anchor\",\"anchorId\":\"4-real-holiday-marketing-campaigns\"},{\"_key\":\"56df614b8966\",\"_type\":\"block\",\"children\":[{\"_key\":\"56df614b89660\",\"_type\":\"span\",\"marks\":[],\"text\":\"4 Real-Life Examples of Holiday Marketing in Action\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0ed6f3da52e9\",\"_type\":\"block\",\"children\":[{\"_key\":\"0ed6f3da52e90\",\"_type\":\"span\",\"marks\":[],\"text\":\"When all the planning is complete and the campaigns are created using the right marketing tech stack, the results can be incredible. Just like these 4 real-life examples below.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2877d23902b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"2877d23902b40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Freeletics drove a 200% increase in conversion rate with Braze\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"20a968d57f01\",\"_type\":\"block\",\"children\":[{\"_key\":\"20a968d57f010\",\"_type\":\"span\",\"marks\":[\"be1765a9480c\"],\"text\":\"Freeletics\"},{\"_key\":\"20a968d57f011\",\"_type\":\"span\",\"marks\":[],\"text\":\" was founded in 2013 and delivers highly personalized workouts and nutrition plans to an audience of over 51 million. They collect information from users at sign-up, about their background and health goals. Then algorithmic logic is used to cross-reference its database and produce workouts and lifestyle guidance tailored to the individual.\"}],\"markDefs\":[{\"_key\":\"be1765a9480c\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-75550\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"e8532fed512c\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8532fed512c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What was the challenge?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"87823b9ae019\",\"_type\":\"block\",\"children\":[{\"_key\":\"87823b9ae0190\",\"_type\":\"span\",\"marks\":[],\"text\":\"Despite becoming the #1 fitness app in Europe, Freeletics knew that they would have difficulty making an impression in a crowded market during Black Friday.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6655604df5fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"6655604df5fd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What did they do?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9787772c42d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"9787772c42d00\",\"_type\":\"span\",\"marks\":[],\"text\":\"They decided to look at their cross-channel messaging and worked with Braze on both personalization and testing. 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The messages were customized so that each user received very tailored content that was incredibly relevant to their place in their journey with the app.\"}],\"markDefs\":[{\"_key\":\"fbceba707d85\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17714\",\"_type\":\"reference\"}},{\"_key\":\"af2adb58ab89\",\"_type\":\"link\",\"href\":\"/resources/reports-and-guides/email-marketing-guide\"},{\"_key\":\"0baf03cd24f1\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17710\",\"_type\":\"reference\"}},{\"_key\":\"da9bf8d96128\",\"_type\":\"link\",\"href\":\"/why-braze/braze-vs-competitors\"}],\"style\":\"normal\"},{\"_key\":\"554c28ea6802\",\"_type\":\"block\",\"children\":[{\"_key\":\"554c28ea68020\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once the campaigns were out there, engagement was tracked and A/B testing harnessed to see what was working best. Data was analyzed and messaging was tweaked to create the most optimized versions. 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The year-in-review was gated behind a message that it could only be viewed in the updated app. For those who had already updated the app, the campaign was triggered when they clicked a button inside the app. It allowed users to access the personalized in-app message content whenever they wanted, not just when they opened the app.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eG6hq2jk\",\"_type\":\"richImage\",\"alt\":\"9 screens showing the year in review messages from Cabify\",\"asset\":{\"_ref\":\"image-86df0c1e604f7a48dfb17b2ebd669ba5269788ea-2400x1436-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"50a96294f3d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"50a96294f3d60\",\"_type\":\"span\",\"marks\":[],\"text\":\"What were the results?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"935d6765b243\",\"_type\":\"block\",\"children\":[{\"_key\":\"935d6765b2430\",\"_type\":\"span\",\"marks\":[],\"text\":\"With such flexibility and functionality available through Braze tools and Braze partners, the campaign drove both engagement and app updates effectively.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"09c0f6fbcae7\",\"_type\":\"block\",\"children\":[{\"_key\":\"09c0f6fbcae70\",\"_type\":\"span\",\"marks\":[],\"text\":\"70% of users watched their bespoke year-in-review more than once. Some even watched up to 15 times. Within two weeks of the campaign’s launch, over 87% of user journeys were made using the updated app. These amazing results came from a customer-centric approach.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"jQpFTaVaeSkRlG9B2caOl\",\"_type\":\"anchor\",\"anchorId\":\"how-braze-can-support-holiday-marketing\"},{\"_key\":\"2deeb6707a95\",\"_type\":\"block\",\"children\":[{\"_key\":\"2deeb6707a950\",\"_type\":\"span\",\"marks\":[],\"text\":\"How Braze Can Support Your Holiday Marketing Efforts\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3b346a22cc9c\",\"_type\":\"block\",\"children\":[{\"_key\":\"3b346a22cc9c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze is built to power contextually relevant, real-time interactions between consumers and brands they love. Our ability to stay ahead of those demands is thanks to extensive processes that allow us to predict, plan for, and meet our customers’ holiday engagement needs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9dfba20e085e\",\"_type\":\"block\",\"children\":[{\"_key\":\"9dfba20e085e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"During last \"},{\"_key\":\"9dfba20e085e1\",\"_type\":\"span\",\"marks\":[\"5b2248bbc55b\"],\"text\":\"Black Friday and Cyber Monday (BFCM)\"},{\"_key\":\"9dfba20e085e2\",\"_type\":\"span\",\"marks\":[],\"text\":\", we saw a big increase in the use of email, SMS/MMS, \"},{\"_key\":\"9dfba20e085e3\",\"_type\":\"span\",\"marks\":[\"97e4883b99c9\"],\"text\":\"Content Cards\"},{\"_key\":\"9dfba20e085e4\",\"_type\":\"span\",\"marks\":[],\"text\":\", web push notifications, as well as fairly new channels like \"},{\"_key\":\"9dfba20e085e5\",\"_type\":\"span\",\"marks\":[\"5b5db9d5738f\"],\"text\":\"Roku messages\"},{\"_key\":\"9dfba20e085e6\",\"_type\":\"span\",\"marks\":[],\"text\":\"—proving that our customers are experimenting more with cross-channel strategies to reach their audience.\"}],\"markDefs\":[{\"_key\":\"5b2248bbc55b\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-820823\",\"_type\":\"reference\"}},{\"_key\":\"97e4883b99c9\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-762\",\"_type\":\"reference\"}},{\"_key\":\"5b5db9d5738f\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-81555\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"e1058f76ac7c\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1058f76ac7c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Preparing for BFCM and other high-volume holiday seasons is a massive undertaking. We start our planning in September, holding weekly meetings to analyze each database, sending service, data processing system, network bandwidth capacity, and more. This preparation helps us handle the increased message volume seamlessly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"48cb5fc147cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"48cb5fc147cd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A significant part of our success comes from understanding that holiday marketing isn’t about one day or even a set of days; it’s about having a holistic grasp of the season's ebb and flow to meet customers wherever they are during the holiday season.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"862b25157610\",\"_type\":\"block\",\"children\":[{\"_key\":\"862b251576100\",\"_type\":\"span\",\"marks\":[],\"text\":\"Today, customers expect messages that are relevant and tailored to their preferences. With Braze, you can leverage rich user profiles, data integrations, and advanced segmentation to understand your customers deeply. Our platform enables you to deliver the best offers, content, and products through AI-driven recommendations and experimentation, meaning each interaction can be optimized to each individual.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"214999e695ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"214999e695ff0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze is well-equipped to respond to any issues with strategic staffing plans and expanded escalation paths. Our commitment to understanding customers, delivering personalized experiences, and ensuring smooth operations during key marketing moments makes us a trusted partner. As an organization and a platform, we grow alongside our customers and their strategies, continually improving to make Braze better for everyone.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd1c9484da16\",\"_type\":\"anchor\",\"anchorId\":\"final-thoughts\"},{\"_key\":\"3126f9dd8f3c\",\"_type\":\"block\",\"children\":[{\"_key\":\"3126f9dd8f3c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final Thoughts\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3cba20abe03d\",\"_type\":\"block\",\"children\":[{\"_key\":\"3cba20abe03d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Holiday marketing is too good an opportunity to miss, but many brands simply ramp things up rather than create a separate strategy. With the right support from Braze, brands can gain the tools and knowledge to design a strategy that not only amplifies their message but increases a number of outcomes for both consumers and across the business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2e4630b4d22\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2e4630b4d220\",\"_type\":\"span\",\"marks\":[],\"text\":\"To get started on crafting your holiday marketing strategy, check out the full \"},{\"_key\":\"b2e4630b4d221\",\"_type\":\"span\",\"marks\":[\"132b55d7b58b\"],\"text\":\"holiday inspiration guide\"},{\"_key\":\"b2e4630b4d222\",\"_type\":\"span\",\"marks\":[],\"text\":\", with tons of ideas to reach your customers at each phase. From activation, through to monetization and retention, you can connect and build stronger relationships with a personalized approach. In the busiest times of the year, when consumers are bombarded with messages from companies, their attention is limited and a holiday marketing strategy will ensure you are making the best use of all your resources to give a customer-centric experience they’ll love and want to repeat.\"}],\"markDefs\":[{\"_key\":\"132b55d7b58b\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-701706\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"cbbcc2f63916\",\"_type\":\"anchor\",\"anchorId\":\"holiday-marketing-faqs\"},{\"_key\":\"d957c5a4a7b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"d957c5a4a7b90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Holiday Marketing FAQs\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d4e4c88072aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4e4c88072aa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why is holiday marketing important?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ce990bdd60cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce990bdd60cb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Holidays are the ideal time for brands to increase brand awareness, engage customers and reach new audiences because they are typically times of heightened consumer buying.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bc63d60ea8cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc63d60ea8cb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When should I start marketing for the holidays?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"797d62cb772b\",\"_type\":\"block\",\"children\":[{\"_key\":\"797d62cb772b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s best to start planning for holiday marketing campaigns at least 3-4 months ahead of the actual holiday itself, in order to give enough time to create and prepare all the necessary parts of your campaigns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"55bda392511c\",\"_type\":\"block\",\"children\":[{\"_key\":\"55bda392511c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do I prepare for holiday marketing?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6af2c0e62a94\",\"_type\":\"block\",\"children\":[{\"_key\":\"6af2c0e62a940\",\"_type\":\"span\",\"marks\":[],\"text\":\"To prepare for holiday marketing, it is best to have a strategic marketing plan and campaigns that have goals and objectives. Make sure you have all the necessary tools to be able to create campaigns, collate and analyze data, and be able to take action on your findings.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0177df485607\",\"_type\":\"block\",\"children\":[{\"_key\":\"0177df4856070\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are the best holidays for marketing?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b58578f9b35b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b58578f9b35b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Depending on where you live in the world, some holidays are better than others for marketing opportunities. In general, end-of-year holidays such as Black Friday, Christmas, and New Year are usually the most popular, followed by Halloween and Valentine’s Day.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ee79046bedf3\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee79046bedf30\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is the best form of holiday marketing?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"cf565ae00301\",\"_type\":\"block\",\"children\":[{\"_key\":\"cf565ae003010\",\"_type\":\"span\",\"marks\":[],\"text\":\"There’s no one-size-fits-all approach for holiday marketing, but your strategy can include things like discounts, gift recommendations, tapping into nostalgia, harnessing mobile, free shipping, and utilizing video.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e96190d2c8a\",\"_type\":\"anchor\",\"anchorId\":\"holiday-marketing-resources\"},{\"_key\":\"83ce8a4d118a\",\"_type\":\"block\",\"children\":[{\"_key\":\"83ce8a4d118a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Featured Holiday Marketing Resources\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"801edbdaaab6\",\"_type\":\"block\",\"children\":[{\"_key\":\"801edbdaaab60\",\"_type\":\"span\",\"marks\":[\"3d6856284411\"],\"text\":\"The Braze Holiday Inspiration Guide\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"3d6856284411\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-701706\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"d9d8cf589b98\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9d8cf589b980\",\"_type\":\"span\",\"marks\":[\"0286b1476559\"],\"text\":\"Unlocking Holiday Joy in Challenging Times\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"0286b1476559\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-731101\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"c1c045c056a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1c045c056a30\",\"_type\":\"span\",\"marks\":[\"88359aad0094\"],\"text\":\"Extending the Cheer with Post-Holiday Campaigns\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"88359aad0094\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-746117\",\"_type\":\"reference\"}}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/2cccd1b2f5440175ba358ab355d49cb6e8669572-1500x1500.png\",\"publishedDate\":\"2024-07-12T10:30:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-7d77ebbbc1f5fc898fa92db282a0f8e4711acbe8-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Discover the best practices that can take your holiday marketing to the next level with our new strategic guide.\",\"pageTitle\":\"How to Create a Winning Holiday Marketing Strategy\",\"slug\":{\"current\":\"how-to-create-a-winning-holiday-marketing-strategy\"}},\"title\":\"How to Create a Winning Holiday Marketing Strategy\"},{\"_id\":\"imported-craft-12303\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"65b1d0e9b828\",\"_type\":\"block\",\"children\":[{\"_key\":\"65b1d0e9b8280\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data is the lifeblood of modern marketing. Understanding your customers—their preferences and behaviors, the ways they prefer to engage with your brand—can be the difference between a successful marketing strategy and one that alienates your audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f75b87114a21\",\"_type\":\"block\",\"children\":[{\"_key\":\"f75b87114a210\",\"_type\":\"span\",\"marks\":[],\"text\":\"The rise of mobile has accelerated the \"},{\"_key\":\"f75b87114a211\",\"_type\":\"span\",\"marks\":[\"00a1287201f6\"],\"text\":\"collection of data from customers\"},{\"_key\":\"f75b87114a212\",\"_type\":\"span\",\"marks\":[],\"text\":\", but it’s also created new challenges when it comes to effectively managing and processing that data. To engage seriously in this new world, you need to be informed about new data concepts and the implications they have on customer engagement. Today, let’s take a look at one of those concepts—unbounded data.\"}],\"markDefs\":[{\"_key\":\"00a1287201f6\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-84085\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"d774bf91081e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d774bf91081e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What is unbounded data?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b190702b07b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"b190702b07b20\",\"_type\":\"span\",\"marks\":[],\"text\":\"When we talk about unbounded data, we’re typically talking about two things: The first is the ever-evolving data sets that are generated by the constant stream of activity and behaviors from customers. The second is the ongoing processing of that data, which \"},{\"_key\":\"b190702b07b21\",\"_type\":\"span\",\"marks\":[\"a0ee97386f95\"],\"text\":\"Google’s Tyler Akidau\"},{\"_key\":\"b190702b07b22\",\"_type\":\"span\",\"marks\":[],\"text\":\" aptly refers to as unbounded data processing. The processing piece is the difference between sitting on piles of data, and taking action on data as it is generated.\"}],\"markDefs\":[{\"_key\":\"a0ee97386f95\",\"_type\":\"link\",\"href\":\"https://www.oreilly.com/ideas/the-world-beyond-batch-streaming-101\"}],\"style\":\"normal\"},{\"_key\":\"24c1b88911d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"24c1b88911d20\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Is there such a thing as “bounded data,” then?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9478caaa116d\",\"_type\":\"block\",\"children\":[{\"_key\":\"9478caaa116d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"100%, which is also how bounded data is characterized.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e1a58e605aa1\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1a58e605aa10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because a bounded data set is a data set that’s finite by nature, there’s going to be a set amount of information in it. And because it’s finite, you have the completed whole of it at your disposal. If you’ve got a data set you collected two years ago sitting, unchanged, sitting in a spreadsheet or a data warehouse, that’s bounded data; it might well be accurate, but only as of the time it was exported. (If, for instance, it’s a list of people in your brand’s loyalty program as of April 5, 2016, it can tell you who was in your brand’s loyalty program on that date, but it’s not going to tell you who belongs to it now.)\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"08768eadaef8\",\"_type\":\"block\",\"children\":[{\"_key\":\"08768eadaef80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Is customer engagement data bounded or unbounded data?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a4af12e121fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4af12e121fc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"That depends how you look at it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eef215934efb\",\"_type\":\"block\",\"children\":[{\"_key\":\"eef215934efb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because customer engagement data is usually based on information generated by the ongoing actions taken by millions of individuals as they open apps, visit websites, look at products, open (or don’t open) emails, among many, many other possible behaviors, the data set associated with those actions would logically be an unbounded one. So if we’re talking about a given user profile and the data that informs it, the constantly evolving nature of that information is going to reflect the unbounded nature of the data set.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d16342204838\",\"_type\":\"block\",\"children\":[{\"_key\":\"d163422048380\",\"_type\":\"span\",\"marks\":[],\"text\":\"That said, the information associated with a particular campaign may well be bounded. After all, once you send an email and the data comes in, you’re going to be looking at a complete, finite data set—people opened or didn’t, clicked or not, converted or failed to do so.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e7e613dd21e\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e7e613dd21e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Wait, what’s batch processing (and what makes it different from data streaming)?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ce6cc1cb8750\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce6cc1cb87500\",\"_type\":\"span\",\"marks\":[],\"text\":\"For a lot of people, batch processing IS data processing, because it’s the traditional way that data is processed and likely to be the kind of processing that they’re familiar with. Basically, batch processing works by bundling information into discrete units known as “windows.” These windows are processed on time-based schedules (for instance, every 24 hours) or when a given batch of data accumulated (e.g. this window is processed when it hits X amount of information), making it possible for information to flow between systems without constant human interaction but also ensuring the information that’s being shared is rarely being shared in the moment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ec712fb7840f\",\"_type\":\"block\",\"children\":[{\"_key\":\"ec712fb7840f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data streaming works a little differently. Instead of processing data only when a specific time or threshold is hit, data streaming engines processes each unit of data individually, one after another after another—allowing for ongoing, in the moment processing of information across different systems. It’s the difference between a long-distance bus that waits for all the passengers to file on before leaving and a taxi stand where each car leaves based on the arrival of a new customer.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"924e2a5f2808\",\"_type\":\"block\",\"children\":[{\"_key\":\"924e2a5f28080\",\"_type\":\"span\",\"marks\":[],\"text\":\"There’s also \"},{\"_key\":\"924e2a5f28081\",\"_type\":\"span\",\"marks\":[\"a114c0e6682a\"],\"text\":\"microbatching\"},{\"_key\":\"924e2a5f28082\",\"_type\":\"span\",\"marks\":[],\"text\":\", which can be seen as falling between traditional batch processing and data streaming. With microbatching, where data is processed in a series of small, discreet batches, often at a frequent interval, potentially reducing latency.\"}],\"markDefs\":[{\"_key\":\"a114c0e6682a\",\"_type\":\"link\",\"href\":\"http://tutorials.jenkov.com/java-performance/micro-batching.html#micro-batching-to-the-rescue\"}],\"style\":\"normal\"},{\"_key\":\"bf8831a07974\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf8831a079740\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What advantages does unbounded data processing have?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c5e98a749771\",\"_type\":\"block\",\"children\":[{\"_key\":\"c5e98a7497710\",\"_type\":\"span\",\"marks\":[],\"text\":\"In the world of marketing, the difference between milliseconds and hours can make a massive difference when it comes to data processing. The value of the \"},{\"_key\":\"c5e98a7497711\",\"_type\":\"span\",\"marks\":[\"96d02f906714\"],\"text\":\"first-party data\"},{\"_key\":\"c5e98a7497712\",\"_type\":\"span\",\"marks\":[],\"text\":\" a given brand collects from their customers (such as web browsing or purchase/cart abandonment activity) is significant, but if you’re looking to take action based on that data, its value is highest the moment it collects and degrades over time—after all, the understanding it provides can be complicated by new behaviors or actions if you wait too long. By the same token, if you’re looking to dig deep into data to identify segments, trends, and other learnings that aren’t immediately obvious to the naked eye, having access to a larger, more current pool of relevant data can be the difference between discovering a key finding and analysis paralysis.\"}],\"markDefs\":[{\"_key\":\"96d02f906714\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-12418\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"b154643a2102\",\"_type\":\"block\",\"children\":[{\"_key\":\"b154643a21020\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Can you talk about what bounded and unbounded data processing looks like at Braze?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c562fb069b73\",\"_type\":\"block\",\"children\":[{\"_key\":\"c562fb069b730\",\"_type\":\"span\",\"marks\":[],\"text\":\"Of course. The Braze customer engagement platform, which is involved in both data processing and actioning on that data, also allows brands to export data in traditional batches or using the Braze Currents data export feature. If your brand is using Braze, you can integrate the Braze SDK within your app or website and automatically begin collecting nuanced information about your customers and their engagement there, while also tracking how they respond to the messages you send across a range of different outreach channels (think email, push notifications, and more).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ae1bf06ca509\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae1bf06ca5090\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you were looking to take that kind of information and send it to a data warehouse or analytics platform in the moment, Braze Currents makes that possible. By taking advantage of this feature, you can send that data directly into Amazon S3 or analytics platforms like Amplitude or Mixpanel, making it possible to perform the kinds of in-depth analysis that it takes to identify underlying trends or identify deeper insights associated with your target cohorts on a potentially unbounded data set.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0adac78498a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"0adac78498a60\",\"_type\":\"span\",\"marks\":[],\"text\":\"On the other hand, if your brand is looking to get a snapshot of this data as it stands today, they might well make use of the Braze REST \"},{\"_key\":\"0adac78498a61\",\"_type\":\"span\",\"marks\":[\"81fca4ce08fe\"],\"text\":\"APIs\"},{\"_key\":\"0adac78498a62\",\"_type\":\"span\",\"marks\":[],\"text\":\" to do it. This would necessarily be a bounded data set—because it’s complete as of the time it’s extracted—and taking this approach won’t give you an in the moment look at the information it contains. However, it does make it possible to do regular or ad hoc mass exports of this information.\"}],\"markDefs\":[{\"_key\":\"81fca4ce08fe\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-12454\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"a836f1ab3732\",\"_type\":\"block\",\"children\":[{\"_key\":\"a836f1ab37320\",\"_type\":\"span\",\"marks\":[],\"text\":\"In a case like this, determining which kind of data set is the one you need (and which data export tool you use) is going to depend on what your team is looking to accomplish.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"45bd153bd87e\",\"_type\":\"block\",\"children\":[{\"_key\":\"45bd153bd87e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"So if I’m looking to take action on data in the moment, I’d need unbounded data processing then, right?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8c15c1595ee9\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c15c1595ee90\",\"_type\":\"span\",\"marks\":[],\"text\":\"You need accurate, timely data—and leveraging an unbounded data set that’s updated in real time can provide that.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5d5e1e748357\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d5e1e7483570\",\"_type\":\"span\",\"marks\":[],\"text\":\"When it comes to sending messaging campaigns that leverage in the moment data, Braze, for instance, makes it possible using its \"},{\"_key\":\"5d5e1e7483571\",\"_type\":\"span\",\"marks\":[\"97c3c525e1d3\"],\"text\":\"Connected Content feature\"},{\"_key\":\"5d5e1e7483572\",\"_type\":\"span\",\"marks\":[],\"text\":\", which allows brands to dynamically pull in information from first- and third-party sources to enrich or customize their outreach. Because Connected Content works in a fundamentally ad hoc manner, grabbing information via API when affected messages are sent, this feature is most effective if the systems that the outreach is drawing on are being updated in real-time. After all, dynamically adjusting the push notifications you send to reflect the weather in each recipients’ region can make your messages feel more responsive and relevant—but not if you’re pulling that information from a public API that only has access to information about yesterday's weather.\"}],\"markDefs\":[{\"_key\":\"97c3c525e1d3\",\"_type\":\"link\",\"href\":\"/resources/library/card-flow/connected-content\"}],\"style\":\"normal\"},{\"_key\":\"AqIqbKXy\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-320bef283ea9a6f14de85b024a7a647374207e5b-1778x1000-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"be13dac87aa6\",\"_type\":\"block\",\"children\":[{\"_key\":\"be13dac87aa60\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Is unbounded data the same as real-time data?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a2b2122b209e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a2b2122b209e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Yes and no. If your brand is leveraging a data streaming engine, it’s theoretically possible for you to be working from an unbounded data set that’s continually updating, supporting action on that data in the moment—which is what real-time data would seem to promise.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bbb66a22539a\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbb66a22539a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"But the phrase “real-time data” has been degraded over the years, with many technology vendors and brands using it to refer to data processing that doesn’t happen in the moment. Often it means “kind-of, sort-of approaching real-time,” with data processing happening every few hours or every day (or even less often, in some cases). That lag doesn’t always matter; if you’re sending a messaging campaign for customers’ birthdays, the fact that “real-time” often doesn’t mean real-time isn’t likely to be an issue. But if the outreach you’re sending depends on relevancy, you want to be drawing from a data set that isn’t hours or days out of date.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7bbefae52c99\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bbefae52c990\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Is all data more effective if it’s updated in real time?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"19b47a630938\",\"_type\":\"block\",\"children\":[{\"_key\":\"19b47a6309380\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not necessarily. There are some customer profile attributes that are likely to remain more static (someone’s reported gender or home address, for example).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0213f7a19598\",\"_type\":\"block\",\"children\":[{\"_key\":\"0213f7a195980\",\"_type\":\"span\",\"marks\":[],\"text\":\"But while it’s true that not all types of data need to be processed in the moment to be useful, when all the data in your brand’s possession is batch processed, it can be hard to get a full picture of any individual customer at any given moment. After all, life doesn’t stop happening just because your data set is between batches; to really capture the consumer experience, brands need to move beyond approaches that place artificial restrictions on the unbounded, potentially infinite data sets that their customers generate.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/80b182c85223e04f6550c554b77a73aebe1aff7c-1120x660.gif\",\"publishedDate\":\"2018-08-31T16:26:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-80b182c85223e04f6550c554b77a73aebe1aff7c-1120x660-gif\",\"_type\":\"reference\"}},\"pageDescription\":\"Unbounded Data: Marketing Goes Beyond Real-Time | Braze\",\"pageTitle\":\"Unbounded Data: Marketing Goes Beyond Real-Time | Braze\",\"slug\":{\"current\":\"unbounded-data-101\"}},\"title\":\"What’s Unbounded Data?\"},{\"_id\":\"imported-craft-21174\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"c2138cee3278\",\"_type\":\"block\",\"children\":[{\"_key\":\"c2138cee32780\",\"_type\":\"span\",\"marks\":[],\"text\":\"For modern marketing, speed is essential.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd2b8eca48b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd2b8eca48b40\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’ve come a long way from the days when a single television commercial or a procession of roadside billboards could speak to a brand’s audience in one go. Technology has made it possible for brands to speak directly with their customers across a range of \"},{\"_key\":\"cd2b8eca48b41\",\"_type\":\"span\",\"marks\":[\"aff4fb4cf28c\"],\"text\":\"different channels\"},{\"_key\":\"cd2b8eca48b42\",\"_type\":\"span\",\"marks\":[],\"text\":\"—and it’s also allowed consumers to engage with the brands they love across a \"},{\"_key\":\"cd2b8eca48b43\",\"_type\":\"span\",\"marks\":[\"879d249d7e71\"],\"text\":\"variety of devices and digital platforms\"},{\"_key\":\"cd2b8eca48b44\",\"_type\":\"span\",\"marks\":[],\"text\":\" where and when the mood strikes them.\"}],\"markDefs\":[{\"_key\":\"aff4fb4cf28c\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17762\",\"_type\":\"reference\"}},{\"_key\":\"879d249d7e71\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-12066\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"a89b3fae18bc\",\"_type\":\"block\",\"children\":[{\"_key\":\"a89b3fae18bc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"But while most of today’s marketing, growth, and engagement teams understand the need to speak to their customers in the moment (and to do it in a \"},{\"_key\":\"a89b3fae18bc1\",\"_type\":\"span\",\"marks\":[\"8accde548998\"],\"text\":\"thoughtful, time-sensitive manner\"},{\"_key\":\"a89b3fae18bc2\",\"_type\":\"span\",\"marks\":[],\"text\":\"), many of them aren’t currently set up to make that vision a reality. To reach a global customer base effectively, brands need a customer engagement platform that allows them to simplify and automate the process of sending in-the-moment campaigns using \"},{\"_key\":\"a89b3fae18bc3\",\"_type\":\"span\",\"marks\":[\"d7fcec9b23b8\"],\"text\":\"marketing automation capabilities\"},{\"_key\":\"a89b3fae18bc4\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"8accde548998\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-7500\",\"_type\":\"reference\"}},{\"_key\":\"d7fcec9b23b8\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-6313\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"9962a4878f76\",\"_type\":\"block\",\"children\":[{\"_key\":\"9962a4878f760\",\"_type\":\"span\",\"marks\":[],\"text\":\"If marketing automation features are the engine for effective customer engagement, an ongoing stream of meaningful, real-time customer data is the fuel that engine runs on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ccd4c5477290\",\"_type\":\"block\",\"children\":[{\"_key\":\"ccd4c54772900\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Understanding the Value of Marketing Automation\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a27e37b31a14\",\"_type\":\"block\",\"children\":[{\"_key\":\"a27e37b31a140\",\"_type\":\"span\",\"marks\":[],\"text\":\"Modern brands send their customers billions of emails, push notifications, and other messages, many of them individually targeted, personalized, or otherwise customized. That’s only possible thanks to modern customer engagement platforms, which use digital marketing automation tools to reduce the amount of manual work needed to carry out these essential (but time-consuming) marketing activities.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"yOO8Uf89\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-bc06e2fb6faacff5105b08807258ac55fc031e2c-1120x605-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"dd8d2cd62553\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd8d2cd625530\",\"_type\":\"span\",\"marks\":[],\"text\":\"Imagine you’re a marketer looking to send a push notification personalized with customer names to a customer base of 1 million people. Without marketing automation, you’d have to go through each one of those million messages and manually put in each customer’s first name, resulting in a campaign that might not be able to go out for weeks or months. But with marketing automation, you could use \"},{\"_key\":\"dd8d2cd625531\",\"_type\":\"span\",\"marks\":[\"92362dcd6e7d\"],\"text\":\"personalization tools\"},{\"_key\":\"dd8d2cd625532\",\"_type\":\"span\",\"marks\":[],\"text\":\" to automatically pull in each recipient’s first name and insert it into the correct part of each message—making it possible to send the campaign in a matter of minutes, rather than weeks or months.\"}],\"markDefs\":[{\"_key\":\"92362dcd6e7d\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17782\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"f432021a719c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f432021a719c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When your brand is leveraging marketing automation capabilities effectively, it’s possible to deliver the kind of high-touch, seamless customer experiences that today’s consumer craves. From promotional messages with product recommendations based on past purchases to responsive outreach that informs when there’s been a change to an order they’ve placed, these messages don’t just add value—they make for a more thoughtful, more impactful relationship between a brand and its customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5bb3cfa5ede6\",\"_type\":\"block\",\"children\":[{\"_key\":\"5bb3cfa5ede60\",\"_type\":\"span\",\"marks\":[],\"text\":\"But none of that is possible without up-to-date data.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e00d5b4e8668\",\"_type\":\"block\",\"children\":[{\"_key\":\"e00d5b4e86680\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"In-The-Moment Data: Why It Matters for Marketing Automation\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b40165a45af0\",\"_type\":\"block\",\"children\":[{\"_key\":\"b40165a45af00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Effective customer engagement is built on data—but while it’s an article of faith among marketers that data is important, lots of brands fail to gather, manage, understand, and act on the information they have available.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98d19f9defac\",\"_type\":\"block\",\"children\":[{\"_key\":\"98d19f9defac0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When brands have their data house in order, it’s possible to use the information at their disposal to customize and optimize nearly every aspect of the messaging experience—from copy and visuals to message cadence and frequency—and beyond. But, by the same token, brands that aren’t \"},{\"_key\":\"98d19f9defac1\",\"_type\":\"span\",\"marks\":[\"39a97ee6d855\"],\"text\":\"collecting the right data\"},{\"_key\":\"98d19f9defac2\",\"_type\":\"span\",\"marks\":[],\"text\":\" (or aren’t \"},{\"_key\":\"98d19f9defac3\",\"_type\":\"span\",\"marks\":[\"2cd3c56ddd08\"],\"text\":\"managing it effectively\"},{\"_key\":\"98d19f9defac4\",\"_type\":\"span\",\"marks\":[],\"text\":\" once they collect it) will find themselves serving up \"},{\"_key\":\"98d19f9defac5\",\"_type\":\"span\",\"marks\":[\"e0c03050569a\"],\"text\":\"broken, frustrating experiences\"},{\"_key\":\"98d19f9defac6\",\"_type\":\"span\",\"marks\":[],\"text\":\" to their customers, no matter how hard they try to make things right.\"}],\"markDefs\":[{\"_key\":\"39a97ee6d855\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-22320\",\"_type\":\"reference\"}},{\"_key\":\"2cd3c56ddd08\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-7286\",\"_type\":\"reference\"}},{\"_key\":\"e0c03050569a\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-26196\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"536d8f411632\",\"_type\":\"block\",\"children\":[{\"_key\":\"536d8f4116320\",\"_type\":\"span\",\"marks\":[],\"text\":\"And while data is a key resource for your marketing efforts, it’s not a timeless one. When it comes to \"},{\"_key\":\"536d8f4116321\",\"_type\":\"span\",\"marks\":[\"3200370573e3\"],\"text\":\"first-party customer data\"},{\"_key\":\"536d8f4116322\",\"_type\":\"span\",\"marks\":[],\"text\":\", which is often the most valuable type for marketing programs, the value of that information will begin to degrade the instant that it’s collected, giving brands with the ability to quickly take action on it a major competitive advantage. After all, if a user signals that they’re interested in buying a pair of shoes (for instance, by placing that item in a digital shopping cart), a message encouraging them to finish that transaction that arrives ten minutes later is far more likely to result in a purchase than one sent a week later, when they may well have already bought shoes from another company.\"}],\"markDefs\":[{\"_key\":\"3200370573e3\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-12418\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"5036b85baae0\",\"_type\":\"block\",\"children\":[{\"_key\":\"5036b85baae00\",\"_type\":\"span\",\"marks\":[],\"text\":\"If your data is current, your customer engagement platform’s marketing automation tools can use it to power all sorts of relevant experiences. On the other hand, since \"},{\"_key\":\"5036b85baae01\",\"_type\":\"span\",\"marks\":[\"1e242459e276\"],\"text\":\"all the different automated processes\"},{\"_key\":\"5036b85baae02\",\"_type\":\"span\",\"marks\":[],\"text\":\" that make up marketing automation are informed by data, you’re creating a giant, unruly robot of a marketing strategy that you may not be able to fully understand or control if that data is inaccurate or out-of-date\"}],\"markDefs\":[{\"_key\":\"1e242459e276\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-6309\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"3b9aca247810\",\"_type\":\"block\",\"children\":[{\"_key\":\"3b9aca2478100\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"In-The-Moment Data Management: Batch Vs. Streaming Data\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"fc42b25ef5b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc42b25ef5b50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your brand’s ability to provide timely experiences in your customer engagement efforts often comes down to the way that your systems process data. If your customer engagement technology ecosystem is built on streaming data, you’re set up for success; if, on the other hand, it leverages a batch approach, you’re likely to struggle.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0f3a9d219203\",\"_type\":\"block\",\"children\":[{\"_key\":\"0f3a9d2192030\",\"_type\":\"span\",\"marks\":[],\"text\":\"What’s the difference between batch data and streaming data? This can be a difficult distinction for some marketers to grasp, in part because batch processing has been around longer and is what most markets are familiar with. Under this approach, your customer engagement platform processes data by bundling information into discrete units known as “windows.” Because these windows are processed on time-based schedules (for instance, every 24 hours) or when a given batch of data accumulated (e.g. this window is processed when it hits X amount of information), they make it possible for information to flow between systems without constant human interaction. However, they also ensure that the information that’s being shared is rarely being shared in the moment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e837c3a25d4c\",\"_type\":\"block\",\"children\":[{\"_key\":\"e837c3a25d4c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data streaming is different. Instead of processing data only when a specific time or threshold is hit, data streaming engines process each unit of data individually, allowing for ongoing, in the moment flows of information across different systems. It’s the difference between a long-distance bus that waits for all the passengers to file on before leaving and a taxi stand where each car leaves based on the arrival of a new customer.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"db90af62d7fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"db90af62d7fd0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How Streaming Data Supports Effective Marketing Automation\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2c6e56f71e2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c6e56f71e2c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For marketers used to a batch approach to data management, it can be hard to picture what data streaming can look like in practice. Thankfully, we happen to have an exemplar on hand—Braze!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dbb3be0a33c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"dbb3be0a33c80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Imagine that your brand is looking to send a big promotional campaign to customers on Black Friday to let them know about the deals that you’re offering. You could send a generic promotional message—but then you remember that \"},{\"_key\":\"dbb3be0a33c81\",\"_type\":\"span\",\"marks\":[\"c1da8d7a7a75\"],\"text\":\"90% of today’s consumers\"},{\"_key\":\"dbb3be0a33c82\",\"_type\":\"span\",\"marks\":[],\"text\":\" are annoyed when they receive irrelevant messages and that personalization initiatives see \"},{\"_key\":\"dbb3be0a33c83\",\"_type\":\"span\",\"marks\":[\"5e442d5a6cea\"],\"text\":\"10-30% higher revenue\"},{\"_key\":\"dbb3be0a33c84\",\"_type\":\"span\",\"marks\":[],\"text\":\" on average. If you send a personalized promotional campaign using a customer engagement system based on batched data, you run the risk that recent changes in consumer preferences in behavior might not be reflected, leading you to pitch products that recipients may no longer be interested in.\"}],\"markDefs\":[{\"_key\":\"c1da8d7a7a75\",\"_type\":\"link\",\"href\":\"https://www.forbes.com/sites/daviddoty/2019/08/13/a-reality-check-on-advertising-relevancy-and-personalization/\"},{\"_key\":\"5e442d5a6cea\",\"_type\":\"link\",\"href\":\"https://www.prnewswire.com/news-releases/only-40-of-personalized-messages-feel-personal-periscope-by-mckinseys-consumer-research-across-us-uk-germany-and-france-reveals-682148461.html\"}],\"style\":\"normal\"},{\"_key\":\"bHvmrCJj\",\"_type\":\"richImage\",\"alt\":\"With Connected Content, you can spotlight a user’s last-browsed item in real-time messages\",\"asset\":{\"_ref\":\"image-89b5873d81e6c5a0f970f581472f469c6b56c4da-1120x605-png\",\"_type\":\"reference\"},\"caption\":\"With Connected Content, you can spotlight a user’s last-browsed item in real-time messages\"},{\"_key\":\"29878b7bbf08\",\"_type\":\"block\",\"children\":[{\"_key\":\"29878b7bbf080\",\"_type\":\"span\",\"marks\":[],\"text\":\"With Braze, however, you can take advantage of the platform’s \"},{\"_key\":\"29878b7bbf081\",\"_type\":\"span\",\"marks\":[\"33dac220cbff\"],\"text\":\"Connected Content\"},{\"_key\":\"29878b7bbf082\",\"_type\":\"span\",\"marks\":[],\"text\":\" feature, which allows brands to dynamically pull in information from first- and third-party sources to enrich or customize their outreach. With this approach, you’d automatically pull in the products that each customer has looked at most recently on your app or website, data that’s easily captured with \"},{\"_key\":\"29878b7bbf083\",\"_type\":\"span\",\"marks\":[\"3acdd5517287\"],\"text\":\"Braze SDKs\"},{\"_key\":\"29878b7bbf084\",\"_type\":\"span\",\"marks\":[],\"text\":\", and seamlessly insert it into each email or push notification at the instant that it’s sent. That’s a smart, more thoughtful, more relevant way to speak to your customers. And it wouldn’t be possible without a customer engagement platform based on streaming data.\"}],\"markDefs\":[{\"_key\":\"33dac220cbff\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-21351\",\"_type\":\"reference\"}},{\"_key\":\"3acdd5517287\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-82555\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"5cca62a1f094\",\"_type\":\"block\",\"children\":[{\"_key\":\"5cca62a1f0940\",\"_type\":\"span\",\"marks\":[],\"text\":\"This approach can result in more effective campaigns and stronger customer relationships. \"},{\"_key\":\"5cca62a1f0941\",\"_type\":\"span\",\"marks\":[\"d7c9cc08357a\"],\"text\":\"Braze research\"},{\"_key\":\"5cca62a1f0942\",\"_type\":\"span\",\"marks\":[],\"text\":\" has found that using marketing automation tools like Liquid personalization drive a 1.7X lift in unique click rates for marketing emails, with 1.3X and 1.5X higher open rates for iOS and Android push, respectively. With streaming data and the right marketing automation tools, you can painlessly optimize your marketing campaigns and provide better customer experiences across the board.\"}],\"markDefs\":[{\"_key\":\"d7c9cc08357a\",\"_type\":\"link\",\"href\":\"/resources/articles/empathy-at-scale-by-the-numbers-how-the-right-technology-can-power-true-brand-humanity\"}],\"style\":\"normal\"},{\"_key\":\"f74cf5251304\",\"_type\":\"block\",\"children\":[{\"_key\":\"f74cf52513040\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final Thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0662bf015a78\",\"_type\":\"block\",\"children\":[{\"_key\":\"0662bf015a780\",\"_type\":\"span\",\"marks\":[],\"text\":\"Great marketing today depends on data, technology, and teamwork. Marketing automation tools have made it possible for brands to grow and serve massive global audiences in scalable, sustainable ways—but these tools can undermine your customer engagement efforts if the data they’re leveraged isn’t being updated in a timely, ongoing basis. By embracing streaming data, brands can support better outcomes for their marketing campaigns and their customers alike.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d73264dbd9d\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d73264dbd9d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To learn more about how the Braze platform handles data and supports brilliant customer experiences, check out our \"},{\"_key\":\"0d73264dbd9d1\",\"_type\":\"span\",\"marks\":[\"b3922c014fde\"],\"text\":\"exclusive video series\"},{\"_key\":\"0d73264dbd9d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" exploring the modern vertical engagement stack.\"}],\"markDefs\":[{\"_key\":\"b3922c014fde\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17750\",\"_type\":\"reference\"}}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/13b6e2e404cb1e91e4a72998ae8004bad02b5662-1400x700.png\",\"publishedDate\":\"2020-06-19T13:30:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-13b6e2e404cb1e91e4a72998ae8004bad02b5662-1400x700-png\",\"_type\":\"reference\"}},\"pageDescription\":\"If marketing automation features are the engine for effective customer engagement, an ongoing stream of meaningful, real-time customer data is the fuel that engine runs on. Here's how to make that happen.\",\"pageTitle\":\"Is It Really Marketing Automation Without Streaming Data?\",\"slug\":{\"current\":\"marketing-automation-streaming-data\"}},\"title\":\"Is It Really Marketing Automation Without Streaming Data?\"},{\"_id\":\"imported-craft-26633\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"241ea766b918\",\"_type\":\"block\",\"children\":[{\"_key\":\"241ea766b9180\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"The following is a work of fiction. Any similarity to actual businesses, or actual industry events, is purely coincidental. Braze cannot provide legal advice to our clients or to anyone else.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"71ba81db4e93\",\"_type\":\"block\",\"children\":[{\"_key\":\"71ba81db4e930\",\"_type\":\"span\",\"marks\":[],\"text\":\"At the end of May, something’s coming. Something big.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6871e4bdd446\",\"_type\":\"block\",\"children\":[{\"_key\":\"6871e4bdd4460\",\"_type\":\"span\",\"marks\":[],\"text\":\"Europe’s \"},{\"_key\":\"6871e4bdd4461\",\"_type\":\"span\",\"marks\":[\"af4996dfdc0f\"],\"text\":\"General Data Protection Regulation\"},{\"_key\":\"6871e4bdd4462\",\"_type\":\"span\",\"marks\":[],\"text\":\" (GDPR) comes into effect on May 25th and has the potential to fundamentally reshape how organizations think about personal data and how to use it. If you’re already taking GDPR seriously, and are looking for concrete ways to think through your path to compliance, check out \"},{\"_key\":\"6871e4bdd4463\",\"_type\":\"span\",\"marks\":[\"b1d8c03f1caa\"],\"text\":\"our exclusive GDPR: 17 Things to Know guide\"},{\"_key\":\"6871e4bdd4464\",\"_type\":\"span\",\"marks\":[],\"text\":\". However, if you’re new to GDPR and want a better sense of what’s at stake, read on for a spooktacular journey to that most dreaded of days… Friday the 25th.\"}],\"markDefs\":[{\"_key\":\"af4996dfdc0f\",\"_type\":\"link\",\"href\":\"https://gdpr-info.eu/\"},{\"_key\":\"b1d8c03f1caa\",\"_type\":\"link\",\"href\":\"/resources/library/faq/gdpr-need-to-know\"}],\"style\":\"normal\"},{\"_key\":\"04da5257c4ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"04da5257c4ac0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"You land in SFO on the morning of May 25th, on a half-empty red-eye from New York. Sleepy-eyed. A little grumpy. Your rolling luggage clicking and bumping as you exit the plane and “yeah-yeah” your way past the flight attendant’s cheery “Have a great visit in San Francisco.” And as you make your way through the glass-walled terminal, passing coffee kiosks just opening for the day, and confused tourists consulting folding maps as big as they are, an uneasy feeling washes over you. Maybe it’s the time difference or the early hour. Maybe it’s the thick, gray clouds filling the sky. But something feels off.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"333e3a2351aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"333e3a2351aa0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Then you’re at the taxi stand outside of terminal three, the first raindrops of the day hitting your phone’s screen as you check your email and text your husband a GIF from the opening credits of Full House to let him know you’ve landed safely. You feel a tap on your shoulder and turn—it’s Glenn, the CMO over at EmpathyRocket. He gives you a hug, asks after your kids, and starts telling you about this panel he’s going to be on at the TechQuake Conference downtown.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3385e21f1504\",\"_type\":\"block\",\"children\":[{\"_key\":\"3385e21f15040\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"“I know,” you tell him. “I’m on it, too.”He laughs, and apologizes. Then, a little sheepish, offers to share a cab. You smile politely, take him up on it. But as you’re loading your suitcases into the back of the cab, you turn to ask him if you’re taking up too much of the trunk when you see him staring at his phone, his face suddenly white. “What?” you say. “Is everything okay?”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a366470a71f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"a366470a71f70\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"He blinks, dazed, and looks toward you like he’s seen a ghost. “It’s my CEO,” he tells you. “He just texted that I have to fly right back to Cleveland because our company got fined millions over a marketing program that violated GDPR.” Then, pursing his lips: “…what’s GDPR?”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"71KMXOaP\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-238f7c9461344fb5ccf524e2dcac92375289a8c1-344x494-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"6a7c504417a1\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a7c504417a10\",\"_type\":\"span\",\"marks\":[],\"text\":\"In Europe, they take privacy seriously. Very seriously. And while the United States has generally been pretty laissez-faire when it comes to securing and enforcing privacy protections for consumers in today’s mobile-first, internet-everywhere age, that kind of come-what-may approach doesn’t fly in Brussels.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6150d28790d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"6150d28790d00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Back in 1995, the European Union (EU) implemented the Data Protection Directive (Directive), which was designed to govern how organizations used personal data inside the EU. But while that regulation was revolutionary for its time, the Directive was passed back in 1995, when the modern internet was still taking shape and the kind of data collection that smartphones and other mobile devices make possible today did not exist. The GDPR seeks to protect EU data subjects’ data and privacy rights in today’s mobile-first world.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a2364ca0eabf\",\"_type\":\"block\",\"children\":[{\"_key\":\"a2364ca0eabf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"So, \"},{\"_key\":\"a2364ca0eabf1\",\"_type\":\"span\",\"marks\":[\"e609e31f9bca\"],\"text\":\"back in 2011\"},{\"_key\":\"a2364ca0eabf2\",\"_type\":\"span\",\"marks\":[],\"text\":\", gears started turning in Europe. The European Data Protection Supervisor put out an \"},{\"_key\":\"a2364ca0eabf3\",\"_type\":\"span\",\"marks\":[\"18f44ec30624\"],\"text\":\"official opinion\"},{\"_key\":\"a2364ca0eabf4\",\"_type\":\"span\",\"marks\":[],\"text\":\" calling for the EU to do more to ensure that “existing general principles of data protection are still valid in a society which undergoes fundamental changes due to rapid technological developments and globalisation” and called for legislative changes to make that happen. That kicked off a process of debate and consideration that led to the 2016 passage of GDPR—changing the data privacy and security landscape, and implementing major new rules and restrictions affecting organizations working with the personal data of EU data subjects.\"}],\"markDefs\":[{\"_key\":\"e609e31f9bca\",\"_type\":\"link\",\"href\":\"https://edps.europa.eu/data-protection/data-protection/legislation/history-general-data-protection-regulation_en\"},{\"_key\":\"18f44ec30624\",\"_type\":\"link\",\"href\":\"http://webcache.googleusercontent.com/search?q=cache:ANiUyIQAN7gJ:ec.europa.eu/justice/news/consulting_public/0006/contributions/public_authorities/edps_en.pdf+\u0026cd=1\u0026hl=en\u0026ct=clnk\u0026gl=us\u0026client=safari\"}],\"style\":\"normal\"},{\"_key\":\"b73f7b390dbf\",\"_type\":\"block\",\"children\":[{\"_key\":\"b73f7b390dbf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Under GDPR, which is scheduled to come into effect on May 25, 2018, all EU data subjects will gain the right to exercise more control over how their personal data is gathered and used by companies and other organizations worldwide. That includes the right to know when their data is being collected, to see that data, to have inaccurate data corrected, the right to have their data erased or the use of it frozen, among other rights—and these new rights apply even if the organization isn’t based in Europe, even if the data in question was collected years and years ago. (Yes, it’s THAT broad.)\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e9df92f56fbb\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9df92f56fbb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When Friday, May 25th, dawns, the world changes. Companies that don’t comply with GDPR \"},{\"_key\":\"e9df92f56fbb1\",\"_type\":\"span\",\"marks\":[\"5cebc04d2cbd\"],\"text\":\"face fines\"},{\"_key\":\"e9df92f56fbb2\",\"_type\":\"span\",\"marks\":[],\"text\":\" of up to 20 million euros or 4% of their total global revenue, whichever is greater. And under the regulation, complaints can be filed by supervisory bodies in each EU nation, as well as by individual EU data subjects. What does that mean? That if your personal data policies irk a single person from the EU, your company could watch its whole year’s profit margin walk out the door.\"}],\"markDefs\":[{\"_key\":\"5cebc04d2cbd\",\"_type\":\"link\",\"href\":\"https://www.theverge.com/2019/7/8/20685830/british-airways-data-breach-fine-information-commissioners-office-gdpr\"}],\"style\":\"normal\"},{\"_key\":\"f875b3d74523\",\"_type\":\"block\",\"children\":[{\"_key\":\"f875b3d745230\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"You’re in your hotel room a block from the Tenderloin, looking out the full-length windows onto Union Square. It’s 10am on the East Coast and you’re in the middle of a Skype call with your director of engagement marketing, the woman who headed up SoulPatchr’s GDPR compliance project in consultation with the company’s general counsel.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8c7aac4f14e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c7aac4f14e70\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Shira tells you not to worry, that they’ve crossed all the “t”s and dotted all the “i”s when it comes to GDPR—and you know that she’s probably right. Your company spent a year and tens of thousands of dollars planning for today. Hired outside lawyers. Made changes to your app. Investigated whether beard shape counts as biometric data. Updated all your contracts with partners. And yet. Seeing that look on Glenn’s face, the moment when he realized that everything was going down the drain, that he might not have a job when landed back in Cleveland—it was chilling. Might as well double check one last time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d177963ab6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d177963ab6a0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"After the call and a quick shower and an egregious cup of hotel-room instant coffee, you’re in the elevator—checking your step count and the weather forecast on your smartwatch—when the doors open on 12 and Suzanne, the CMO at Spooky Brands, steps in.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"54c487676596\",\"_type\":\"block\",\"children\":[{\"_key\":\"54c4876765960\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"She’s on the panel, too, and the two of you used to work together at Microsoft a million years ago. You compliment her hair (which really does look nice) and by the time the elevator opens onto the lobby, you’re telling her about what happened to Glenn, how he’d never even heard of GDPR before it came and upset everything for him. Suzanne shakes her head, says that there are always things that slip through the cracks—but a law that big? It’s crazy. You laugh, and agree.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3365a78ef6db\",\"_type\":\"block\",\"children\":[{\"_key\":\"3365a78ef6db0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"The two of you are walking toward the Powell Street BART stop, passing a Burmese restaurant and a pop-up selling artisanal mayonnaise, when Suzanne gets a call from her company’s general counsel. “Yeah, I know,” she says into the mouthpiece, sounding irritated. “Thank God we’re not based in Europe, right?” A long pause. A skeptical look. “That can’t be right, can it?” Then, turning to you, she asks in a whisper: “Does GDPR still apply to Europeans if they’re not living in Europe?”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"36ead60f973f\",\"_type\":\"block\",\"children\":[{\"_key\":\"36ead60f973f0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"You stare at her. “Um,” you say, “yeah. It definitely does.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"265599cc2bad\",\"_type\":\"block\",\"children\":[{\"_key\":\"265599cc2bad0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"She swallows hard. “Shit.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"DpH4izpW\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-c276966e5ebefa67deeadef12fbb59e854321e19-344x494-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"adbfb5ea4e61\",\"_type\":\"block\",\"children\":[{\"_key\":\"adbfb5ea4e610\",\"_type\":\"span\",\"marks\":[],\"text\":\"GDPR is an EU regulation, but its implications don’t stop at Europe’s borders.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0f6f44d40b14\",\"_type\":\"block\",\"children\":[{\"_key\":\"0f6f44d40b140\",\"_type\":\"span\",\"marks\":[],\"text\":\"At its core, GDPR is designed to ensure that European Union data subjects have real agency when it comes to their personal data and how it’s used. In order to make that happen, European authorities significantly expanded the data-related rights that EU data subjects enjoy, compared to those set down in the DPD.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9d3db5160f9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d3db5160f9f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"But in today’s globalized, highly-connected digital landscape, \"},{\"_key\":\"9d3db5160f9f1\",\"_type\":\"span\",\"marks\":[\"7c84e8e37e4d\"],\"text\":\"privacy protections\"},{\"_key\":\"9d3db5160f9f2\",\"_type\":\"span\",\"marks\":[],\"text\":\" that only apply in a single country or even a single political union can’t fully protect anybody’s privacy. Accordingly, one of the biggest changes in GDPR is how much the regulation has expanded where those rights apply.\"}],\"markDefs\":[{\"_key\":\"7c84e8e37e4d\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-9362\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"bc10e80f45af\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc10e80f45af0\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s key: while some laws and regulations are specific to a particular region or country, this one is different. Under the regulation, there’s no legal distinction between the obligations facing a Milan-based company and one run out of Detroit. All told, nearly \"},{\"_key\":\"bc10e80f45af1\",\"_type\":\"span\",\"marks\":[\"ba936a4fadea\"],\"text\":\"80% of U.S. companies\"},{\"_key\":\"bc10e80f45af2\",\"_type\":\"span\",\"marks\":[],\"text\":\" could find themselves liable for GDPR-related fines if they fail to take the necessary steps to comply.\"}],\"markDefs\":[{\"_key\":\"ba936a4fadea\",\"_type\":\"link\",\"href\":\"http://www.computerweekly.com/news/450429701/GDPR-fines-may-affect-almost-80-of-US-firms-poll-shows\"}],\"style\":\"normal\"},{\"_key\":\"e93fceff3ff5\",\"_type\":\"block\",\"children\":[{\"_key\":\"e93fceff3ff50\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does that mean for organizations in other countries? That means that treating GDPR like a European thing that only European companies have to worry about is a great way to get burned—so don’t.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"35bb47a0d2f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"35bb47a0d2f00\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Then you’re deep inside Moscone South, in one of the little auditoriums dotting the center’s subterranean depths. You’re seated on stage next to the other CMOs—Kelly from Adapult.io, Rupert from MyDye, Ravi from EZtargetZ, and Chantal from BudgetBling—half-listening while the moderator, a senior journalist from Wired, goes over what he’s going to ask and to whom.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d4cd2be0d8f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4cd2be0d8f50\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"As Ravi and Kelly (who know each other from Stanford) argue about who gets to answer the question about combatting discrimination in the tech industry, you try to focus. Try to make yourself pay attention to the panel’s flow and your place in it. But your eyes keep drifting back to the two empty seats to your left, placards still hanging on them, reminding you who should be sitting there.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cbfe2af72959\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbfe2af729590\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"It’s a little too easy to imagine that you’ve forgotten something, something essential. To think that you might be next. And though you know that you shouldn’t, you slip your phone out of your bag and start Slacking your assistant, asking him to go around and subtly take the department’s temperature on the GDPR front. You’re still typing when the moderator calls you out. “Planning to just wing it up here? See where the panel takes you?” You blush, apologize. Say that you’ve just got a lot on your mind, and nod toward the empty chairs. The moderator nods knowingly. “Got it. Day of Reckoning, huh?”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cc0a9a7199e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc0a9a7199e70\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"After the run-through, you’re standing in a branded coffee nook, sending your sister photo after photo of the line for the men’s room—which stretches all the way into Moscone North—and pondering what the nook’s sponsor, FiberMonk, could possible be selling. On-demand fruit deliveries, you decide, just as the neon-green fluorescents short out overhead, draping the nook in darkness and pulling your eyes toward the corner of the room, where Ravi sits, laptop out, still arguing with Kelly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14d46863a1bc\",\"_type\":\"block\",\"children\":[{\"_key\":\"14d46863a1bc0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"“Look, we’re in compliance, okay?” he tells her, an angry vein standing out on his temple.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"26cfb8ed3306\",\"_type\":\"block\",\"children\":[{\"_key\":\"26cfb8ed33060\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"“Yeah?” she says. “That’s what Glenn and Suzanne thought.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"25bf8c6bbd7b\",\"_type\":\"block\",\"children\":[{\"_key\":\"25bf8c6bbd7b0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"He groans, shakes his head. “You’re imagining things—GDPR didn’t even go into effect until this morning.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4dcb77faa1d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"4dcb77faa1d80\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"“That doesn’t matter! The minute it DID go into effect, it applied to all that data you guys already collected on EU data subjects. You’re not grandfathered in, so all that stuff has to be in compliance, too.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9277f0b4647c\",\"_type\":\"block\",\"children\":[{\"_key\":\"9277f0b4647c0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"He gives her a deeply skeptical look.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7c14eaeeef44\",\"_type\":\"block\",\"children\":[{\"_key\":\"7c14eaeeef440\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"You edge closer, managing to spill coffee on your blazer as you do. And watch, intrigued, nervous, as Kelly pulls out her tablet, pulls up a website and thrusts the device into her friend’s hands. Pointing insistently at something on the screen. Raising her eyebrows dramatically.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f32f028ece9c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f32f028ece9c0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Ravi’s eyes go wide. “Shit. Seriously?” She nods. And he sits there silently for a moment. Rubs his forehead. Fidgets with his AirPods. Then says, quietly, “How did you guys handle it?” A hollow laugh. “You know, for my next job.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af95c06ca9ec\",\"_type\":\"block\",\"children\":[{\"_key\":\"af95c06ca9ec0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"But she waves him off. “You’ll be fine. All you’ve got to do is argue that you have a legitimate interest that justifies the processing you’re doing. That’s what everybody in Ad Tech is doing.” Kelly reaches over with her stylus and traces a lipstick-red oval around the section of the regulation referencing Legitimate Interest. “I mean, we don’t even interact with consumers—how are we supposed to get consent to track their data? It’s a nonstarter.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"91aec0136f6d\",\"_type\":\"block\",\"children\":[{\"_key\":\"91aec0136f6d0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Ravi frowns: “Really? I thought….”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a9221155872\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a92211558720\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"“What?”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2ad3a393f6e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ad3a393f6e70\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"“Well,” he says, “our counsel told us that we weren’t eligible to use the legitimate interest exception. You know, because you have to be able to prove that your company’s legitimate interest outweighs, like, the privacy rights of European data subjects. Which is pretty hard. So she told us we had to focus on making sure we got consent instead.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"99905cb39e22\",\"_type\":\"block\",\"children\":[{\"_key\":\"99905cb39e220\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Kelly stares at him. “For real?” she asks. He nods. “That’s… a problem,” she says. A pause. “Should we both call our…?”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0805661eb21a\",\"_type\":\"block\",\"children\":[{\"_key\":\"0805661eb21a0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Ravi grimaces. “Probably?”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b8b5dcd6d1d\",\"_type\":\"block\",\"children\":[{\"_key\":\"1b8b5dcd6d1d0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"And you watch from the corner of the coffee nook as they turn away from each other, \"},{\"_key\":\"1b8b5dcd6d1d1\",\"_type\":\"span\",\"marks\":[\"em\",\"em\"],\"text\":\"pull out their phones, and start placing calls.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"xPluhasb\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-a2364da3737bcf4b5221a72522ebf01db4d5c678-344x494-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"d63b0b05ad61\",\"_type\":\"block\",\"children\":[{\"_key\":\"d63b0b05ad610\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personal data lies at the heart of GDPR. To comply with the regulation, organizations need to do more than just be thoughtful about how they collect, manage, and act on individual’s personal data—they also need to have a clear understanding of what constitutes “personal data” under GDPR and when they’re allowed to “process” it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"443a59ab47e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"443a59ab47e50\",\"_type\":\"span\",\"marks\":[],\"text\":\"One of GDPR’s big innovations is its broad view of what constitutes the processing of personal data. “\"},{\"_key\":\"443a59ab47e51\",\"_type\":\"span\",\"marks\":[\"15750f652adb\"],\"text\":\"Personal data\"},{\"_key\":\"443a59ab47e52\",\"_type\":\"span\",\"marks\":[],\"text\":\"” isn’t just traditional identifiers like national ID numbers or email and physical addresses; the regulation also covers a wide swath of less obvious things, including IP addresses, location data, and biometric data like fingerprints. Under GDPR, any information that can directly or implicitly be used to identify someone is considered personal data—only truly anonymous data is exempted. Similarly, “processing” has a broad definition under the regulation: in essence, if you’re collecting, holding onto, sharing, or acting on any EU data subject’s personal data, you’ve “processed” it under GDPR. And once the regulation goes into effect, it applies to any personal data your organization has collected on EU data subjects from time immemorial; you can be found noncompliant over data you collected in the 1970s just as easily as you can for the data you collect today.\"}],\"markDefs\":[{\"_key\":\"15750f652adb\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-26604\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"1915aed9b221\",\"_type\":\"block\",\"children\":[{\"_key\":\"1915aed9b2210\",\"_type\":\"span\",\"marks\":[],\"text\":\"The broad definitions of personal data and processing and the fact that GDPR doesn’t distinguish between new and old data processing makes compliance tricky. For most businesses, just ceasing all data collection in Europe and throwing their existing customer data into the fire isn’t an option if they want to stay in business. But if you do process customer data associated with an EU data subjects, you have to have a good reason—and that good reason has to be included on the list of six good reasons set down by the regulation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f4d75c40dab6\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4d75c40dab60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Consent — An individual has given unambiguous, informed, explicit consent for the processing of their personal data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"214f871ad8b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"214f871ad8b40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Contract — Your organization may process an individual’s personal data in order to fulfill a contract with that individual\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"53c208f66c6c\",\"_type\":\"block\",\"children\":[{\"_key\":\"53c208f66c6c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Legal Obligation — Your organization may process personal data as required to comply with applicable law\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fec578309450\",\"_type\":\"block\",\"children\":[{\"_key\":\"fec5783094500\",\"_type\":\"span\",\"marks\":[],\"text\":\"Vital Interests — Your organization is permitted to process personal data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b529eda909c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"b529eda909c60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Public Task — Your organization may process personal data if that processing is in the public interest\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"538318012a31\",\"_type\":\"block\",\"children\":[{\"_key\":\"538318012a310\",\"_type\":\"span\",\"marks\":[],\"text\":\"Legitimate Interests — Your organization may process an individual’s personal data as part of a legitimate business interest that \"},{\"_key\":\"538318012a311\",\"_type\":\"span\",\"marks\":[\"457df34be4f8\"],\"text\":\"outweighs the interests of the individual\"},{\"_key\":\"538318012a312\",\"_type\":\"span\",\"marks\":[],\"text\":\" that the data is associated with\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"457df34be4f8\",\"_type\":\"link\",\"href\":\"https://www.gdpreu.org/the-regulation/key-concepts/legitimate-interest/\"}],\"style\":\"normal\"},{\"_key\":\"614e6c089484\",\"_type\":\"block\",\"children\":[{\"_key\":\"614e6c0894840\",\"_type\":\"span\",\"marks\":[],\"text\":\"For a lot of brands, GDPR is going to require a very difficult adjustment. And some companies are signaling that they may not go without a fight. There are already reports that a \"},{\"_key\":\"614e6c0894841\",\"_type\":\"span\",\"marks\":[\"fbd346630be9\"],\"text\":\"number of ad tech vendors\"},{\"_key\":\"614e6c0894842\",\"_type\":\"span\",\"marks\":[],\"text\":\" focused on location are planning to argue that their use of EU data subjects’ personal data falls under GDPR’s legitimate interest exception (#6), an arguable claim that could open them (and their clients) up to a world of financial hurt. That makes it essential for brands depending on ad tech today to reach prospects and customers to think through their engagement strategy and how it needs to change in order to ensure compliance.\"}],\"markDefs\":[{\"_key\":\"fbd346630be9\",\"_type\":\"link\",\"href\":\"https://digiday.com/marketing/ad-tech-vendors-offer-customers-rosy-pictures-gdpr-compliance/\"}],\"style\":\"normal\"},{\"_key\":\"b9a9fde760c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9a9fde760c50\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"You’re riding the endless escalator to the second floor of the Moscone Center, en route to the morning’s keynote on GDPR compliance. Chantal’s at your side, chatting happily about all of BudgetBling’s GDPR preparations and all the hard—but satisfying—calls that she had to make. “Honestly,” she says with a devilish grin, “I’m really just going to this thing because part of me wants to see the looks on all the faces of the people who put off preparing.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24f0f7452669\",\"_type\":\"block\",\"children\":[{\"_key\":\"24f0f74526690\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"You nod at that and fake a laugh. Silently repeating to yourself that you’re okay, your company is okay. That everything’s going to be okay.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fa76f4e4e966\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa76f4e4e9660\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"The two of you slip into the auditorium a few minutes into the keynote address, which is being delivered by an elderly expert on European regulations with a very distracting hairpiece. Somehow he’s already deep in the weeds, walking people through the difference between data controllers and data processors under GDPR—and the specific responsibilities that each kind of organization has under the regulations. Chantal looks over at you and theatrically rolls her eyes, like she can’t believe that anybody needs to reminded about such elementary stuff.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c44e149e3c94\",\"_type\":\"block\",\"children\":[{\"_key\":\"c44e149e3c940\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Overhead, the lights flicker. The speaker clicks and clicks and clicks a button on the projector remote, the black-and-white slide behind him performing a dramatic build. WITH GDPR, it says. NO. BUSINESS. IS. SAFE. A chill runs through you. Chantal scoffs and takes a snap of the slide to send to her colleagues. “Well,” the speaker allows, “that may be a bit of an overstatement. But only a bit. GDPR’s been in effect for—” He checks his watch. “—a little more than 15 hours, and we’re already seeing a significant number of companies at risk for failing to comply. It’s only going to hit harder from here. If you’re not compliant, you’d better get compliant, and fast. 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The speaker glances up, unamused. “That’s right, young lady,” he says. “But if you could please save your questions for the end….”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"Fy6oagf5\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-1ac13f73d44267a9ea497172357a2f0eadf6eaa3-344x494-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"394e9267822a\",\"_type\":\"block\",\"children\":[{\"_key\":\"394e9267822a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"If your organization is engaging with the personal data of EU data subjects, GDPR applies to you. But HOW it applies to you depends on the role you play in processing that data. Under GDPR, not all companies are treated equally. 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Cocktail jazz playing overhead; fragments of Kesha drifting in from the bar next door.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"002c8152cb80\",\"_type\":\"block\",\"children\":[{\"_key\":\"002c8152cb800\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Across from you, Rupert from MyDye is trying to make himself eat a sandwich. But you can tell from the way he keeps chewing and chewing the same sad bite that he can’t taste his food. That he’s just as tied-up inside as you are. “Remember the first time you heard about GDPR?” he says with a grim smile. “How far away it all felt?” You nod. “And now,” he continues, “all those weeks and months later, all that work and money and stress, here we are. May 25th. But there’s this…”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"354569a8d95e\",\"_type\":\"block\",\"children\":[{\"_key\":\"354569a8d95e0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"You laugh. “…nagging feeling?” you suggest. “Like maybe you missed something?”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24b4c309525e\",\"_type\":\"block\",\"children\":[{\"_key\":\"24b4c309525e0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"He laughs, too, sounding pained. “Exactly,” he says. “But what?”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3434dcdf937e\",\"_type\":\"block\",\"children\":[{\"_key\":\"3434dcdf937e0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"A sudden, dark thrill rushes through you. “Let’s play a game,” you say. “You guess what my team forgot, and I’ll guess what yours did.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5a781312b377\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a781312b3770\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Rupert shivers. “I don’t know….” He looks down at his half-eaten sandwich, at the napkin he’s unconsciously twisted into a makeshift knot. “Oh,” he says, exhaling, “why not?” Then fixes you with a careful, searching look. “If I had to place a bet,” he begins, “I’d wager that you bunch neglected to encrypt the personal data you collect.” You start to open your mouth, then pause. Thoughtful. “Really?” he says, shocked and a little titillated. You roll your eyes, and explain to him that GDPR technically \"},{\"_key\":\"5a781312b3771\",\"_type\":\"span\",\"marks\":[\"em\",\"67da57c8442c\"],\"text\":\"doesn’t require you to encrypt data\"},{\"_key\":\"5a781312b3772\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"—it’s just a recommendation. A good recommendation, sure. But not mandatory. He frowns, a little disappointed. But lets it go.\"}],\"markDefs\":[{\"_key\":\"67da57c8442c\",\"_type\":\"link\",\"href\":\"https://blog.varonis.com/eu-gdpr-spotlight-pseudonymization-as-an-alternative-to-encryption/\"}],\"style\":\"normal\"},{\"_key\":\"7f3ea9479c4f\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f3ea9479c4f0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Your turn. You set down your tea and look at Rupert, really look at him. The sallow skin. The sleepless eyes. This isn’t the face of someone who loses sight of the dangers that come with customer data, the potential fines and liabilities. And suddenly, you know. “Doesn’t MyDye have a Paris office?” you ask.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9ff4cf1ef9c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ff4cf1ef9c40\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"He nods, not following. “Yes, we do—they call us MonColorant. So what?”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4b211201420b\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b211201420b0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"You raise your eyebrows. “I bet that you forgot about your EU employees,” you say.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c8f42c2ce229\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8f42c2ce2290\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"He stares at you: “How do you mean?”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"257c04b323d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"257c04b323d90\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"“You forgot that you have to make sure that the way you handle THEIR data complies with GDPR,” you tell him. Rupert stops mid-swallow, a pained, defeated look on his face. His whole career flashing in front of his eyes. “Oh, Rupert, no,” you say. “Not really?” He nods, his eyes suddenly wet.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"C80Sw6nx\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-1515d9a405bbc19c15c3d76e388bd4cdd3318741-344x494-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"04b09ba80d5a\",\"_type\":\"block\",\"children\":[{\"_key\":\"04b09ba80d5a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Modern marketing is built on data. Whether it’s the cookies your company collects when people visit your website, the engagement data you collect regarding your mobile messaging, or point-of-sale information that accrues when customer buy something at one of your brick and mortar locations, it’s possible to know more about who your audience is, how they behave, and what they care about than ever before. That’s transformed marketing—but it’s also made the new restrictions enshrined in GDPR more painful for organizations to comply with than they would have been 25 years ago.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"346368f8faa1\",\"_type\":\"block\",\"children\":[{\"_key\":\"346368f8faa10\",\"_type\":\"span\",\"marks\":[],\"text\":\"But while consumers’ personal data has gotten the lion’s share of the attention when it comes to public discussions of GDPR, the regulation doesn’t stop there—it applies not just to the personal data of current or prospective customers of a given organization, but to the personal data of any EU data subject. Period. Full stop. That means, for instance, that organizations have to ensure that the way they treat their EU employees’ personal data is just as compliant with GDPR as the way they handle customer data.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c96bf37afe76\",\"_type\":\"block\",\"children\":[{\"_key\":\"c96bf37afe760\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"You fix your makeup in the ladies’ room mirror. You stand on a crowded street corner, smiling as your daughter tells you over the phone about the drawing of a elephant she made in art. You text your assistant and your general counsel and your therapist one last time, just in case. And then, when the time comes, you walk back into the conference center, make your way down the escalators, past the endless crowds of people, through the long, neon-lit corridors, and onto the auditorium’s brightly-lit stage. Smiling a forced smile as you pass six empty chairs and take your place to the moderator’s right.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"de69a8c45ee3\",\"_type\":\"block\",\"children\":[{\"_key\":\"de69a8c45ee30\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"He looks down at his notes, then back up at you. You shrug, like nothing surprises you anymore. “You know,” he says, turning to the audience, “I wouldn’t normally do this, but I’m starting to think that maybe we should just scrap the program and talk about GDPR.” He turns your way: “Thoughts?”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d10c8866d202\",\"_type\":\"block\",\"children\":[{\"_key\":\"d10c8866d2020\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"You exhale long and slow. “Sure. Might as well.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d4cacf84ae9e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4cacf84ae9e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Given the potential downsides to non-compliance, it’s natural to feel a little bit nervous about the new world this regulation is ushering in. But while GDPR brings new risks, it also presents opportunity for brands that respond effectively and invest the time and effort it takes to ensure compliance. Why? Because (spoiler alert) a lot of competitors won’t. And brands that fail to comply—or that let themselves get paralyzed by fear of the new regulation—are going to find themselves falling behind in the market, surpassed by forward-looking competitors who adapt to the changing times.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d68c75c4089e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d68c75c4089e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t let that happen to you. It’s still possible to get out in front of this regulation and to do the work that will set your organization up for real, sustainable success in a post-GDPR world. Not sure where to start? Why not take a look at our exclusive \"},{\"_key\":\"d68c75c4089e1\",\"_type\":\"span\",\"marks\":[\"b019b8187ae1\"],\"text\":\"17 Things to Know guide \"},{\"_key\":\"d68c75c4089e2\",\"_type\":\"span\",\"marks\":[],\"text\":\"to plan a happy ending for your brand?\"}],\"markDefs\":[{\"_key\":\"b019b8187ae1\",\"_type\":\"link\",\"href\":\"/resources/library/faq/gdpr-need-to-know\"}],\"style\":\"normal\"},{\"_key\":\"46834ff28b12\",\"_type\":\"block\",\"children\":[{\"_key\":\"46834ff28b120\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Disclaimer: This is a work of fiction. Braze cannot provide legal advice to its clients or to anyone else.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/3332de01065f6f40f5a4ece4c2f5550342d1c972-1500x1500.png\",\"publishedDate\":\"2018-03-01T03:00:00-05:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-cfc4473ca5368f81ea3f79e051d765e41ae50a2e-1100x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"On Friday, May 25th, GDPR is officially enforceable. Explore this spooky tale of preparing for Compliance. 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