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2026-03-07 22:47 Diff
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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 &amp; Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance &amp; 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&amp;w=384&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&amp;w=750&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&amp;w=750&amp;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 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gap-1"><span class="flex flex-wrap gap-x-3 items-center 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&#x27;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" 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class="container relative mt-[64px]"><div class="flex flex-col gap-8 border-b-[1px] border-gray-200 pb-20"><div class="flex flex-col"><div class="text-display-xs font-extrabold text-gray-900">Featured Stories</div></div><div class="flex flex-col gap-8 lg:flex-row lg:justify-between"><div class="group flex w-full flex-col lg:w-2/5"><a class="flex w-full flex-col gap-6" href="/resources/articles/ai-decisioning-for-ramadan"><img alt="Ramadan revelations: Mastering customer engagement in the GCC with AI" loading="lazy" width="274" height="283" decoding="async" data-nimg="1" class="h-[275px] w-full rounded-xl object-cover xl:min-w-[488px]" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F11eeeff4852fb66cba3ca27e4365425bf19bc3a1-3840x2160.png&amp;w=384&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F11eeeff4852fb66cba3ca27e4365425bf19bc3a1-3840x2160.png&amp;w=640&amp;q=75 2x" 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text-gray-500">13<!-- --> min read</span></div><h4 class="text-display-xs font-bold">What is first-party data?</h4><div class="flex items-center gap-4"><span class="block size-10 shrink-0 grow-0 basis-10 overflow-hidden rounded-full bg-gray-100"><img alt="" loading="lazy" width="160" height="160" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&amp;w=256&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&amp;w=384&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&amp;w=384&amp;q=75"/></span><div class="flex flex-col items-start justify-center gap-4 sm:flex-row md:items-center"><h6 class="text-md 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Analyst‌‍‍‌‌‍‍‍‍‍‍‍‍‌‌‍‌‌‍‍‌‍‍‌‌‌‌‍‌‍‍‌‍‍‌‌‍‍‍‍‍‍‌‍‍‌‍‌‍‌‌‌‍‌‍‍‍‍‍‍‍‌‍‍‌‌‌‌‌‌‍‍‍‍‌‍‌‍‌‌‍‍‌‍‍‌‍‌‍‌‌‍‍‌‍‌‌‍‌‌‍‌‌‍‌‌‌‌‍‍‍‌‍‌‍‌‍‌‍‌‍‍‌‌‍‍‌‌‌‍‌‌‌‍‍‌‌‍‌‍‌‌‌‍‌‌‍‍‌‌‌‍‌‍‌‌‍‌‍‌‌‍‌‌‌‌‌‍‌‍‌‌‌‌‍‌‌‌‍‍‌‌‌‍‌‌‌‌‍‍‌‌‍‌‍‍‍‌‍‍‌‌‍‌‌‌‌‍‍‌‍‌‌‌‍‌‌‌‌‌‍‌‍‌‌‍‌‍‌‍‌‍‌‍‍‌‌‌‍‌‍‌‍‌‌‍‍‌‍‍‌‌‍‌‌‌‍‌‌‍‌‌‍‌‌‍‌‌‌‌‌‍‌‍‌‌‌‍‌‌‌‍‌‌‌‌‌‍‌‌‌‍‌‌‍‌‍‍‍‌‌‍‌‌‌‌‍‍‌‌‍‌‍‌‍‌‍‌‌‌‍‍‌‍‌‌‌‍‌‌‌‌‌‌‌‍‌‍‌‌‍‍‌‌‌‌‌‌‍‌‌‌‌‍‌‌‍‌‌‍‍‌‌‍‌‌‍‌‍‌‍‌‌‍‍‌‍‍‌‍‌‍‌‌‍‍‌‍‌‌‍‌‌‍‌‌‍‌‌‌‌‍‍‍‌‍‌‍‌‍‌‍‌‍‌‍‍‌‌‍‌‌‌‌‍‍‌‍‌‌‌‍‌‌‌‌‌‍‌‍‌‌‍‌‍‌‍‌‍‌‍‍‌‌‌‍‌‍‌‍‌‌‍‍‌‍‍‌‌‍‌‌‌‍‌‌‍‌‌‍‌‌‍‌‌‌‌‌‍‌‍‌‍‌‌‌‍‌‌‌‍‌‌‌‌‌‍‌‌‌‍‌‌‍‌‍‍‍‌‍‌‌‍‌‌‌‌‍‍‌‌‍‌‍‌‍‌‍‌‌‍‌‍‌‌‍‌‌‌‍‌‌‌‍‌‌‌‍‌‌‌‍‍‌‌‌‍‌‍‌‌‌‌‌‌‌‌‍‍‌‍‌‍‍‌‌‌‍‍‌‍‌‌‌‍‌‍‍‌‌‍‍‍‌‍‌‍‌‍‍‌‌‍‌‌‍‍‌‌‍‍‍‍‍‍‍‍‌‌‍‌‌‍‍‌‍‍‌‌‌‌‍‌‍‍‌‍‍‌‌‍‍‍‍‍‍‌‍‍‌‍‌‍‌‌‌‍‌‍‍‍‍‍‍‍‌‍‍‌‌‌‌‌‌‍‍‍‍‌‍‌‍‌‌‍‍‌‍‍‌‍‌‍‌‌‍‍‌‍‌‌‍‌‌‍‌‌‍‌‌‌‌‍‍‍‌‍‌‍‌‍‌‍‌‍‍‌‌‍‍‌‌‌‍‌‌‌‍‍‌‌‍‌‍‌‌‌‍‌‌‍‍‌‌‌‍‌‍‌‌‍‌‍‌‌‍‌‌‌‌‌‍‌‍‌‌‌‌‍‌‌‌‍‍‌‌‌‍‌‌‌‌‍‍‌‌‍‌‍‍‍‌‍‍‌‌‍‌‌‍‌‌‍‌‌‌‌‍‍‍‌‍‌‍‌‌‌‌‌‌‍‍‌‌‍‌‌‍‌‌‍‌‍‌‍‌‌‍‌‍‌‍‌‍‌‌‍‌‌‍‌‍‌‍‌‍‌‌‌‍‌‌‌‍‌‌‌‌‍‌‍‌‍‌‌‌‍‌‌‍‍‌‍‌‍‌‌‍‌‌‌‌‍‍‌‌‍‍‌‍‌‌‍‌‌‍‌‌‌‍‍‌‍‌‌‌‍‌‌‌‌‌‌‌‍‌‍‌‌‍‍‌‌‌‌‌‌‍‌‌‌‌‍‌‌‍‌‌‍‍‌‌‍‌‌‍‌‍‌‍‌‌‍‍‌‍‍‌‍‌‍‌‌‍‍‌‍‌‌‍‌‌‍‌‌‍‌‌‌‌‍‍‍‌‍‌‍‌‍‌‍‌‍‌‍‍‌‌‍‌‌‍‌‌‍‌‌‌‌‍‍‍‌‍‌‍‌‌‌‌‌‌‍‍‌‌‍‌‌‍‌‌‍‌‍‌‍‌‌‍‌‍‌‍‌‍‌‌‍‌‌‍‌‍‌‍‌‍‌‍‌‌‌‍‌‌‌‍‌‌‌‌‍‌‍‌‍‌‌‌‍‌‌‍‍‌‍‌‍‌‍‌‌‍‌‌‌‌‍‍‌‌‍‍‌‍‌‌‍‌‌‍‌‌‍‌‍‌‌‍‌‌‌‍‌‌‌‍‌‌‌‍‌‌‌‍‍‌‌‌‍‌‍‌‌‌‌‌‌‌‌‍‍‌‍‌‍‍‌‌‌‍‍‌‍‌‌‌‍‌‍‍‌‌"])</script><script>self.__next_f.push([1,"c:[\"$\",\"div\",null,{\"children\":[[\"$\",\"$L32\",null,{\"blogs\":[{\"_createdAt\":\"2026-03-06T18:42:32Z\",\"_id\":\"68b74533-5f9f-46d4-a554-b089840b0c22\",\"_rev\":\"tcLWso1xYETIkKdT9uVcz4\",\"_type\":\"blogPost\",\"_updatedAt\":\"2026-03-06T18:57:08Z\",\"author\":[{\"_id\":\"5ce3b1cc-34aa-4ee4-ba26-e8b6e9c56343\",\"bio\":null,\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Sally\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-e5a8ad2ea65409701b150ab96ac3c56db95d02d1-512x512-jpg\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Wills\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"1e9463426c20\",\"_type\":\"block\",\"children\":[{\"_key\":\"6762e18acd67\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ramadan is a time of reflection, community, and, for the savvy marketer, a golden opportunity to engage with consumers in the GCC. After all, you're not just navigating the spiritual and cultural nuances of Ramadan; you're also orchestrating a symphony of customer engagement strategies that resonate with the unique rhythms of this holy month, and beyond.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2e9466a82ebd\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc489b2a7e2c\",\"_type\":\"span\",\"marks\":[],\"text\":\"But fear not, AI is here to be your prize partner in turning these challenges into triumphs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e30814bc84c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"87513c44f821\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Ramadan rush: Understanding the landscape\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b733def82c99\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c743e704c30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ramadan is not just a religious observance; it's a cultural phenomenon that transforms consumer behavior. As the sun sets and families gather for Iftar, the digital world lights up with activity. Online shopping surges, and consumers are on the hunt for deals that align with their values and needs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3fccfe1d1ade\",\"_type\":\"block\",\"children\":[{\"_key\":\"98533439ef21\",\"_type\":\"span\",\"marks\":[],\"text\":\"A study by \"},{\"_key\":\"c2362ba646af\",\"_type\":\"span\",\"marks\":[\"d6a1f0d15160\"],\"text\":\"YouGov\"},{\"_key\":\"33fe6a96d601\",\"_type\":\"span\",\"marks\":[],\"text\":\" revealed how consumers changed their spending habits across various categories in 2025, with the most notable increases seen across groceries and daily essentials.\"}],\"markDefs\":[{\"_key\":\"d6a1f0d15160\",\"_type\":\"link\",\"href\":\"https://commercial.yougov.com/rs/464-VHH-988/images/YouGov-MENA-Ramadan-Report-Jan-2025.pdf\"}],\"style\":\"normal\"},{\"_key\":\"f6afb18b5a54\",\"_type\":\"richImage\",\"alt\":\"Stacked bar chart showing 2025 consumer spending habit changes across 8 categories, with groceries and gifts seeing the most increases, and travel and dining out the most decreases.\",\"asset\":{\"_ref\":\"image-9fb2bfc707a96a6aa3bad7550e88ec148344361c-2400x1300-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"1c9a98fac516\",\"_type\":\"block\",\"children\":[{\"_key\":\"ecc861606dff\",\"_type\":\"span\",\"marks\":[],\"text\":\"Additionally, the study showed how the amount of time consumers spent on different activities changed during Ramadan compared to their usual routine. The most notable increases were in religious or spiritual activities, dining with family or friends, and shopping online/in-store.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"16a030c12681\",\"_type\":\"richImage\",\"alt\":\"Bar chart showing how consumers changed time spent on activities like religious, dining, shopping, entertainment, and travel during Ramadan, indicating percentages for increase, decrease, or no change.\",\"asset\":{\"_ref\":\"image-91e179e422540afe4ee843d0aa0eb9a6f0aa2198-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"5645218f2557\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e720f31acf7\",\"_type\":\"span\",\"marks\":[],\"text\":\"So, what’s the challenge? Standing out in a sea of messages while respecting the cultural sensitivities of the season, recognizing that Ramadan is not a single flashpoint, but part of a \"},{\"_key\":\"5d67945c6bf8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"holistic year-long engagement strategy\"},{\"_key\":\"10e554079559\",\"_type\":\"span\",\"marks\":[],\"text\":\". This is where AI shines, enabling you to deliver personalized messaging that truly resonates, all year round.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0f771bb54da1\",\"_type\":\"block\",\"children\":[{\"_key\":\"09cabcc877e8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Leveraging AI decisioning to meet customers where they are, all year round\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5318dae6eaf6\",\"_type\":\"block\",\"children\":[{\"_key\":\"e51796a693f7\",\"_type\":\"span\",\"marks\":[],\"text\":\"As we delve into the transformative power of AI decisioning, let's explore how this technology can be harnessed to meet customers exactly where they are, during the bustling period of \"},{\"_key\":\"23ff5114f6b5\",\"_type\":\"span\",\"marks\":[\"d7b08c20f2f2\"],\"text\":\"Ramadan\"},{\"_key\":\"725257ec40a9\",\"_type\":\"span\",\"marks\":[],\"text\":\" and beyond.\"}],\"markDefs\":[{\"_key\":\"d7b08c20f2f2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/winning-customer-loyalty-beyond-ramadan\"}],\"style\":\"normal\"},{\"_key\":\"10cb4c92fd67\",\"_type\":\"block\",\"children\":[{\"_key\":\"de753efcb30a\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’ve moved beyond relying solely on static data from a fixed time period to guide personalization, now taking into account the freshest data available. Instead of targeting broad segments and sub-segments, we’re taking it a step further by treating each user as a unique individual. This advanced approach to personalization is only achieved at scale through AI decisioning, unlocking possibilities that traditional methods generally cannot.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8d9ca43351c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b9257d4af5d\",\"_type\":\"span\",\"marks\":[],\"text\":\"From integrating comprehensive data insights to delivering personalized experiences at scale, AI decisioning offers a suite of capabilities that can elevate your engagement strategies. Here are the top use cases that illustrate its potential:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"17121165c51d\",\"_type\":\"block\",\"children\":[{\"_key\":\"4fc2dea00373\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data-driven decisions\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0c6c1d9f3367\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a221b44045a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data is the new oil, and during Ramadan, it's flowing faster than ever. AI decisioning transforms data into 1:1 personalization for any lifecycle marketing campaign. Choose a campaign and a business metric you want to optimize. AI decisioning ingests first-party data and tailors every aspect to individual users, testing and retesting until it finds the best combination. Even when data is limited or imperfect, you can apply hundreds of customer characteristics to deliver 1:1 decisions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b322d9dc46b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d35cc3c75b8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalization at scale\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f41631387e69\",\"_type\":\"block\",\"children\":[{\"_key\":\"67482d7172c6\",\"_type\":\"span\",\"marks\":[],\"text\":\"In the world of marketing, one size fits none. To reach consumers during Ramadan and beyond, \"},{\"_key\":\"2238938b5557\",\"_type\":\"span\",\"marks\":[\"7cfeee10806f\"],\"text\":\"1:1 personalization\"},{\"_key\":\"1e8e2d2d6b47\",\"_type\":\"span\",\"marks\":[],\"text\":\" and relevance becomes even more crucial. AI decisioning agents, powered by reinforcement learning, allow you to deliver hyper-targeted recommendations that resonate with individual consumers. This means you can optimize campaigns based on channel, message, creative, offer, incentive, time, day, frequency—and any custom dimensions—simultaneously.\"}],\"markDefs\":[{\"_key\":\"7cfeee10806f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/webinars-and-events/offerfit-personalization-at-scale\"}],\"style\":\"normal\"},{\"_key\":\"d87a746164d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e9f77ab6c42\",\"_type\":\"span\",\"marks\":[],\"text\":\"Testing, testing\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0f25c643a6a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3265e7bfbe8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ramadan is a time of experimentation, both spiritually and commercially. Use this opportunity to test different elements of your engagement strategy with always-on AI decisioning agents that run continuous, autonomous tests to optimize for bottom-line impact, not just top-of-funnel metrics. Identify what truly resonates with your audience, from message timing to channel combinations, and track uplift against random control, holdout, or business-as-usual to \"},{\"_key\":\"a7aee4f10536\",\"_type\":\"span\",\"marks\":[\"5f96ecd9b353\"],\"text\":\"prove ROI\"},{\"_key\":\"32ef7c6a02f3\",\"_type\":\"span\",\"marks\":[],\"text\":\" and hit your most important KPIs.\"}],\"markDefs\":[{\"_key\":\"5f96ecd9b353\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/optimizing-promotional-spend\"}],\"style\":\"normal\"},{\"_key\":\"2cbbdd901c2e\",\"_type\":\"block\",\"children\":[{\"_key\":\"24f61d958fed\",\"_type\":\"span\",\"marks\":[],\"text\":\"How Braze can support brands during and post-Ramadan with AI capabilities\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"688a3149cf10\",\"_type\":\"block\",\"children\":[{\"_key\":\"27e25315d98e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ramadan offers unique opportunities to engage with customers in meaningful ways. However, when consumers are acting fast on deals, any downtime can lead to significant revenue loss.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2ad6f6e148aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"745bbc851de5\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is why Braze provides comprehensive support to brands during and after Ramadan through a robust customer engagement platform that facilitates personalized messaging at scale, even during peak times. Furthermore, with \"},{\"_key\":\"6b2f5f3757d6\",\"_type\":\"span\",\"marks\":[\"23f7c74a2c15\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"5de43b6cbb53\",\"_type\":\"span\",\"marks\":[],\"text\":\" you can adapt campaigns as AI agents to autonomously experiment and continuously learn, responding to market shifts and changes in customer behavior.\"}],\"markDefs\":[{\"_key\":\"23f7c74a2c15\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\"}],\"style\":\"normal\"},{\"_key\":\"5ae63ac64fb7\",\"_type\":\"richImage\",\"alt\":\"A diagram of BrazeAI Decisioning Studio showing personalized offers and communications for three different users, linked to various data input icons.\",\"asset\":{\"_ref\":\"image-a765f6c10ddc567a4414a34e2f8ef5bce7413675-2400x1530-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"f17431320f40\",\"_type\":\"block\",\"children\":[{\"_key\":\"9052ebd86ce6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s break it down:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"246bf92978e9\",\"_type\":\"block\",\"children\":[{\"_key\":\"de844ae24875\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalized messaging:\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b6a72df7a096\",\"_type\":\"block\",\"children\":[{\"_key\":\"b02f68061196\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"During Ramadan: \"},{\"_key\":\"408548cb7f5a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Send personalized messages that resonate with the cultural and spiritual significance of Ramadan. By leveraging user data and BrazeAI Agent Console™, you can tailor content to reflect the values and sentiments of this period, enhancing customer connection.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"161512939b41\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb5a9db6ac4a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Post-Ramadan:\"},{\"_key\":\"538d25de603d\",\"_type\":\"span\",\"marks\":[],\"text\":\" After Ramadan, AI decisioning can ingest the data points from the Ramadan period to build evergreen personalization into ongoing campaigns, fostering long-term customer loyalty.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5ca07a8fd93d\",\"_type\":\"richImage\",\"alt\":\"Smiling woman with curly hair, surrounded by floating icons and text labels for various tasks and information.\",\"asset\":{\"_ref\":\"image-1b20478cd3562172da31ce3edf22154dcc676bef-2400x1256-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"94fa90085f96\",\"_type\":\"block\",\"children\":[{\"_key\":\"e27dab80cc6b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-time analytics:\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b82bf7cf0f27\",\"_type\":\"block\",\"children\":[{\"_key\":\"be258b0d8b67\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"During Ramadan:\"},{\"_key\":\"cc762c9df804\",\"_type\":\"span\",\"marks\":[],\"text\":\" Access \"},{\"_key\":\"f6d259e4f147\",\"_type\":\"span\",\"marks\":[\"b30c17646f0b\"],\"text\":\"real-time analytics\"},{\"_key\":\"1a8118519580\",\"_type\":\"span\",\"marks\":[],\"text\":\" through the Braze platform for insights into campaign performance, enabling you to make data-driven adjustments to maximize impact during the Ramadan period.\"}],\"markDefs\":[{\"_key\":\"b30c17646f0b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/reporting-analytics\"}],\"style\":\"normal\"},{\"_key\":\"3707d59fe989\",\"_type\":\"block\",\"children\":[{\"_key\":\"9cde0a369ef9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Post-Ramadan:\"},{\"_key\":\"d8304b0596b3\",\"_type\":\"span\",\"marks\":[],\"text\":\" Post-campaign analysis helps you understand what worked well and what can be improved, informing future strategies and enhancing overall customer engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7907598f20e0\",\"_type\":\"richImage\",\"alt\":\"A performance dashboard featuring a line graph where 'BrazeAI™ Decisioning Studio' (green line) significantly outperforms a 'Control group' (orange line) in revenue over six months. To its left, metric cards indicate increases: Revenue 25%, Profit 40%, Conversions 48%, and CLV 35%.\",\"asset\":{\"_ref\":\"image-c3527e53d335649ceee110cebfc7a363708be592-2400x1350-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"b05c7fc484c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"4476c192d8b8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cross-channel campaigns:\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b189aa842566\",\"_type\":\"block\",\"children\":[{\"_key\":\"86112c3c1f49\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"During Ramadan:\"},{\"_key\":\"db20815b589e\",\"_type\":\"span\",\"marks\":[],\"text\":\" Braze supports cross-channel campaigns across email, SMS, push notifications, and in-app messages, allowing you to reach customers on their preferred platforms with consistent and cohesive messaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3639a27cc6cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"ffde47c0f8f7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Post-Ramadan:\"},{\"_key\":\"ef616f36b886\",\"_type\":\"span\",\"marks\":[],\"text\":\" You can continue to engage customers across channels, using insights gained during Ramadan to refine your approach and maintain engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f360dbfa1c82\",\"_type\":\"richImage\",\"alt\":\"User interface displaying multiple profile cards with photos and scheduling details on a purple background.\",\"asset\":{\"_ref\":\"image-306857d642962fafcd61ea99117c4da3f65b2840-2400x1530-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"07204d02a3df\",\"_type\":\"block\",\"children\":[{\"_key\":\"abc0101a554a\",\"_type\":\"span\",\"marks\":[],\"text\":\"By leveraging the powerful tools and features of BrazeAI™, you can effectively engage with your audience during and after Ramadan, creating meaningful connections and driving long-term loyalty.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"61bbb6971e7c\",\"_type\":\"block\",\"children\":[{\"_key\":\"1897e8feb32e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conclusion\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"638dae785c75\",\"_type\":\"block\",\"children\":[{\"_key\":\"144a1cecfcf5\",\"_type\":\"span\",\"marks\":[],\"text\":\"As the GCC's retail landscape continues to evolve, the ability to engage with consumers in meaningful ways during and post-Ramadan is more important than ever. By leveraging AI decisioning and intelligent customer engagement strategies, you can not only meet but exceed customer expectations. The future of retail in the GCC is bright, and with the right tools and strategies, you can truly win big in this dynamic marketplace.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c5af9ad8bd73\",\"_type\":\"block\",\"children\":[{\"_key\":\"eaac8009572f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ready to elevate your strategy with AI and intelligent customer engagement? Download our comprehensive guide, \"},{\"_key\":\"b4dbf02d65aa\",\"_type\":\"span\",\"marks\":[\"e80d0666f304\"],\"text\":\"Winning Big in GCC Sales Events\"},{\"_key\":\"08ea0c7a081d\",\"_type\":\"span\",\"marks\":[],\"text\":\", and discover how you can transform your approach to Ramadan and beyond.\"}],\"markDefs\":[{\"_key\":\"e80d0666f304\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/dominating-sales-events-gcc\"}],\"style\":\"normal\"},{\"_key\":\"48ec0f53a0aa\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"7849360a7c99\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Connect with sales\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/get-started\"}}],\"heading\":\"Ready to get started with AI decisioning?\"}],\"categories\":{\"industries\":null,\"productFeatures\":null,\"regions\":[{\"_id\":\"imported-craft-62692\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"APAC\"},{\"_key\":\"fr\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Asie-Pacifique\"},{\"_key\":\"pt-br\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Ásia-Pacífico\"},{\"_key\":\"ja\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"APAC\"},{\"_key\":\"ko\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"APAC\"}],\"slug\":{\"current\":\"apac\"}}],\"technologyPartnerTypes\":null,\"topics\":[{\"_id\":\"0aa4a1c2-d74d-4d15-811e-25163574eaec\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"AI Decisioning\"}],\"slug\":{\"_type\":\"slug\",\"current\":\"ai-decisioning\"}},{\"_id\":\"imported-craft-489\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"AI and Machine Learning\"},{\"_key\":\"fr\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"IA et machine learning\"},{\"_key\":\"pt-br\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"IA e machine learning\"},{\"_key\":\"ja\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"AIおよび機械学習\"},{\"_key\":\"ko\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"AI 및 머신 러닝\"}],\"slug\":{\"current\":\"ai-and-machine-learning\"}}],\"useCases\":null},\"faqs\":{\"heading\":\"Frequently Asked Questions\"},\"featuredImage\":{\"_type\":\"image\",\"alt\":\"Two women in hijabs seated with tea, one looking at her phone displaying an \\\"Iftar made easy\\\" notification, against a festive Ramadan-themed background.\",\"asset\":{\"_ref\":\"image-11eeeff4852fb66cba3ca27e4365425bf19bc3a1-3840x2160-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"hasFAQs\":false,\"hideFromListing\":false,\"language\":\"en-us\",\"publicationDates\":{\"publishedAt\":\"2026-03-06T18:56:37.583Z\"},\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-c65a363e706d19bdca27cd000dfd0b2df438bf78-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Ramadan is a time of reflection, community, and, for the savvy marketer, a golden opportunity to engage with consumers in the GCC. After all, you're not just navigating the spiritual and cultural nuances of Ramadan; you're also orchestrating a symphony of customer engagement strategies that resonate with the unique rhythms of this holy month, and beyond.\\n\\nBut fear not, AI is here to be your prize partner in turning these challenges into triumphs.\",\"pageTitle\":\"Ramadan revelations: Mastering customer engagement in the GCC with AI\",\"slug\":{\"_type\":\"slug\",\"current\":\"ai-decisioning-for-ramadan\"}},\"showTableOfContents\":true,\"title\":\"Ramadan revelations: Mastering customer engagement in the GCC with AI\",\"tocHeadingDepth\":2},{\"_createdAt\":\"2026-03-05T09:14:37Z\",\"_id\":\"72587fea-d337-4736-8def-7b49ac729526\",\"_rev\":\"jVY3WskBLc9ApqdY3ZSGCZ\",\"_system\":{\"base\":{\"id\":\"72587fea-d337-4736-8def-7b49ac729526\",\"rev\":\"OFKRsxmfAaR0B2IELYZex2\"}},\"_type\":\"blogPost\",\"_updatedAt\":\"2026-03-05T09:51:27Z\",\"author\":[{\"_id\":\"f448e1db-4901-4f4f-a0ec-28e44f97bdc4\",\"bio\":[{\"_key\":\"f3887b28eab3\",\"_type\":\"block\",\"children\":[{\"_key\":\"87adca57386c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Director of Global Real Estate \u0026 Workplace Experience, Braze\"}],\"markDefs\":[],\"style\":\"normal\"}],\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Nina\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-c646ad9235af43234ae86bd4996e924ad0841987-512x512-png\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Lewis\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"fbc184577db8\",\"_type\":\"block\",\"children\":[{\"_key\":\"7181d2d38637\",\"_type\":\"span\",\"marks\":[],\"text\":\"As we expand our teams internationally, the spaces we create play an important role in how people experience Braze from day one.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b21bc5b50c8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ffe852866b1b\",\"_type\":\"span\",\"marks\":[],\"text\":\"We recently opened the doors to our new Bucharest office. While new offices are always exciting, for us they represent something much bigger than a new address. They are a reflection of how we think about work, connection, and the role shared space plays in both.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75408ebb976e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d25c516f0568\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Braze, the goal is simple: Create a space where people genuinely want to spend time together.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"168292b09c5d\",\"_type\":\"richImage\",\"alt\":\"Three women embracing and laughing together.\",\"asset\":{\"_ref\":\"image-c03c3397b7fd6f87825047f18d6fa743b9358075-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"ad1c8d26c188\",\"_type\":\"block\",\"children\":[{\"_key\":\"44615e5b10e4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Why physical spaces are important\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b30b6db9cdba\",\"_type\":\"block\",\"children\":[{\"_key\":\"88fe7152ea64\",\"_type\":\"span\",\"marks\":[],\"text\":\"Work today happens everywhere. Home offices, cafés, trains, airport lounges. That flexibility is foundational to how we work, and we embrace it. But some things still happen best in person, such as:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a0abad076f37\",\"_type\":\"block\",\"children\":[{\"_key\":\"995f107f9dfb\",\"_type\":\"span\",\"marks\":[],\"text\":\"The quick conversation after a meeting ends.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2ced0cb713e\",\"_type\":\"block\",\"children\":[{\"_key\":\"5986e048dbd5\",\"_type\":\"span\",\"marks\":[],\"text\":\"The spontaneous whiteboard session.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f77ae76dbbf\",\"_type\":\"block\",\"children\":[{\"_key\":\"0ed98a27d5c7\",\"_type\":\"span\",\"marks\":[],\"text\":\"The moment someone overhears something and jumps in with a new idea.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1558efbe00d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"882cd107d06f\",\"_type\":\"span\",\"marks\":[],\"text\":\"These moments build trust faster, help new team members settle in, and make cross-functional collaboration easier. That is why we continue investing in physical spaces, even as work becomes more flexible, and creating environments where connection happens naturally.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"393784a74c8d\",\"_type\":\"richImage\",\"alt\":\"A group of seven people collaborating around a laptop in a modern office, with tech accessories on the table.\",\"asset\":{\"_ref\":\"image-79160a067ac0a9bb97ae80f2dc91ce5fdeabe8f1-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"49352f2604ed\",\"_type\":\"richImage\",\"alt\":\"People gathered in an office lounge, some on a purple couch with a \\\"braze\\\" pillow, others standing.\",\"asset\":{\"_ref\":\"image-c6b52c263ac93c917cc69ecc6018d64dee07e0d0-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"960b2089d7d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac899b6e92ee\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"A people-first approach to real estate\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7486ed1bf395\",\"_type\":\"block\",\"children\":[{\"_key\":\"4495b4d8bebd\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Braze, we approach real estate differently. It’s not about how many desks we need. It’s about the kind of work our teams do, and how the space can help them do it together.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ec7c328962f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"3924a9881d45\",\"_type\":\"span\",\"marks\":[],\"text\":\"Our workplace strategy is built around connection. Connection to each other, connection to our environment, and connection to the vision we are working towards together. That leads us to an activity-based approach to design, where people can choose the setting that fits what they are doing at that moment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a79584343969\",\"_type\":\"block\",\"children\":[{\"_key\":\"b95b4b2867d9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Across our offices you will always find a balance of:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aac2b22d84dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"bdce29f69f97\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quiet focus spaces for heads-down work\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b980d3c6d341\",\"_type\":\"block\",\"children\":[{\"_key\":\"ba2e42e70b7f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Open collaboration areas for quick conversations\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"809eb4b82549\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e1ce21ab3c2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Hybrid-ready meeting rooms\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"585cb7ea905b\",\"_type\":\"block\",\"children\":[{\"_key\":\"205f022383ad\",\"_type\":\"span\",\"marks\":[],\"text\":\"Community spaces that bring people together throughout the day\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a6ac550bc3fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"e04d0cbbd6ae\",\"_type\":\"span\",\"marks\":[],\"text\":\"For every workstation, we aim to provide just as much space dedicated to collaboration. That balance is intentional. The office is not just somewhere to sit. It is somewhere to interact, share ideas, and build relationships.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e5c886c1374a\",\"_type\":\"richImage\",\"alt\":\"A vibrant, modern co-working space with a long central table, window-side booth seating, and a wall of individual purple-paneled desks with bookshelves.\",\"asset\":{\"_ref\":\"image-d22c9e8e779ecc5a38a059ddf7df3808c6b509ae-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"af1170feac7c\",\"_type\":\"richImage\",\"alt\":\"A modern office lounge with orange sofas, green plants in dividers, and circular acoustic ceiling panels.\",\"asset\":{\"_ref\":\"image-94dd0c8906c670b8570ed06cad5b1abaa55497a8-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"76e279b6c62a\",\"_type\":\"richImage\",\"alt\":\"A modern meeting room with a light wood conference table, black chairs, large whiteboard, and purple and terracotta accents.\",\"asset\":{\"_ref\":\"image-fae59975e78ecc0c3cf23fd9eb72a6fb31faebe9-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"66e9f21ab983\",\"_type\":\"richImage\",\"alt\":\"A vibrant lounge area with a purple wall, orange chairs, a purple sofa, a large TV, and a neon flame character sign.\",\"asset\":{\"_ref\":\"image-d8a3ba8f75acd53ac7f2071541ad6afb6f50cb3d-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"4bfc06aaf712\",\"_type\":\"block\",\"children\":[{\"_key\":\"ccf625ed2343\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Designing for how people actually work\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2ce7207a1971\",\"_type\":\"block\",\"children\":[{\"_key\":\"34a33656c12c\",\"_type\":\"span\",\"marks\":[],\"text\":\"When you walk into a Braze office, there are a few things you will notice straight away. Natural light and open neighbourhood layouts help teams feel connected while still offering choice and flexibility. Acoustic materials and focus spaces make it easy to find quiet when needed. Technology is standardized so people can plug in and get started quickly wherever they sit.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c590aff95a4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5cb8d8b2d22\",\"_type\":\"span\",\"marks\":[],\"text\":\"Wellbeing and inclusivity are built in from the start. Ergonomic furniture and varied seating help people tailor the environment to their needs. Greenery and natural materials create warmth and calm. Clear zoning and wayfinding make spaces intuitive and easy to navigate.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b27d59f847c\",\"_type\":\"block\",\"children\":[{\"_key\":\"85416fa99e58\",\"_type\":\"span\",\"marks\":[],\"text\":\"Together, these choices shape how people feel and how easily they can do their best work.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aee43ad78963\",\"_type\":\"richImage\",\"alt\":\"A modern open-plan office featuring a collaborative high-top table with stools, individual workstations, and large windows with a city view.\",\"asset\":{\"_ref\":\"image-b15c16cbc3d31e2095ab5daf32ac4d94f3578657-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"873c6c30c6bb\",\"_type\":\"richImage\",\"alt\":\"Modern open-plan office with desks, plants, large windows, and a lounge area with red accents.\",\"asset\":{\"_ref\":\"image-2606eec6a2ae6a80d4f07985c42af7dd3d0e0654-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"6525912e6eb3\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e7c213595b2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"A global approach, but local identity\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f9e5e6b533e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"dec56393f44f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Every Braze office shares a common design language but each location is distinct, reflecting the people who work there and the city it calls home.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6db9b4c3b210\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2d7f5380820\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bucharest is a great example. 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It combines café, gathering, and event space into one flexible environment. On a typical day it is where people grab coffee, eat lunch, and catch up. At other times it becomes a town hall space, a celebration venue, or a place to host external events. Designing flexible spaces like this helps the office adapt to the rhythms of the company. It supports both everyday moments and big milestones.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c3ff3121d317\",\"_type\":\"block\",\"children\":[{\"_key\":\"439fbee69c38\",\"_type\":\"span\",\"marks\":[],\"text\":\"In Bucharest, we named our hub Vatra. In Romanian, the word refers to a hearth or fireplace. It represents the heart of the home, a place of warmth and gathering. 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While new offices are always exciting, for us they represent something much bigger than a new address. They are a reflection of how we think about work, connection, and the role shared space plays in both.\",\"pageTitle\":\"Building spaces for connection: Inside our Bucharest office\",\"slug\":{\"_type\":\"slug\",\"current\":\"braze-bucharest-office\"}},\"showTableOfContents\":true,\"title\":\"Building spaces for connection: Inside our Bucharest office\",\"tocHeadingDepth\":2},{\"_createdAt\":\"2026-02-23T22:50:51Z\",\"_id\":\"baf2c2cc-5dba-4594-bcf3-0155e8486855\",\"_rev\":\"Zw6ziDl3PejamsuEnRlW8l\",\"_system\":{\"base\":{\"id\":\"baf2c2cc-5dba-4594-bcf3-0155e8486855\",\"rev\":\"Q1CYT35MFtkryFuth9dfgg\"}},\"_type\":\"blogPost\",\"_updatedAt\":\"2026-03-04T18:59:52Z\",\"author\":[{\"_id\":\"2ec5cd8c-57d6-4bef-81a0-e91c667fe07d\",\"bio\":null,\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Sahiz \",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-8f51e1d54a23434f025b7358b0d92ff02387eca7-800x800-png\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Kaur\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"293fa5dbfc1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4b8c0360905\",\"_type\":\"span\",\"marks\":[],\"text\":\"To build strong relationships with their customers, brands need to make each individual feel personally seen and valued, even when they're engaging with millions of them at once. But providing the one-to-one relevance that consumers demand on a one-to-many scale can be a major challenge, one that requires both the right data and the ability to manage, analyze, and act on that information, regardless of volume.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d9e4cfddc96b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8f4428e6f2cc\",\"_type\":\"span\",\"marks\":[],\"text\":\"For marketers managing millions of data points across multiple platforms, effectively handling customer insights makes it possible to deliver the sorts of personalized experiences consumers expect. To that end, the \"},{\"_key\":\"54ea22b7d526\",\"_type\":\"span\",\"marks\":[\"bc46835ae390\"],\"text\":\"Braze Data Platform\"},{\"_key\":\"da8a28a6294c\",\"_type\":\"span\",\"marks\":[],\"text\":\" (BDP) enables brands to leverage that information effectively and use it to drive relevance at scale for businesses around the globe.\"}],\"markDefs\":[{\"_key\":\"bc46835ae390\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/braze-data-platform\"}],\"style\":\"normal\"},{\"_key\":\"b7c4f4683d78\",\"_type\":\"block\",\"children\":[{\"_key\":\"7fe1e724893f\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does that look like? Between January 1 and December 31, 2025, the Braze platform:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d7d3dc1e47bf\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bff653531bf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Processed 25.8 trillion data points from a variety of \"},{\"_key\":\"f7c5754b49fe\",\"_type\":\"span\",\"marks\":[\"1732bf8999bd\"],\"text\":\"ingestion sources\"},{\"_key\":\"5fbb1e4b2575\",\"_type\":\"span\",\"marks\":[],\"text\":\" (including SDKs and APIs).\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"1732bf8999bd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/exploring-the-technical-side-of-ingesting-data-into-braze\"}],\"style\":\"normal\"},{\"_key\":\"72eb733ee964\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd4ddaeef19b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Made 8.7 trillion profile updates via our reverse ETL tool, \"},{\"_key\":\"9125dc8a3740\",\"_type\":\"span\",\"marks\":[\"92c922bc0036\"],\"text\":\"Cloud Data Ingestion\"},{\"_key\":\"17c008bb5423\",\"_type\":\"span\",\"marks\":[],\"text\":\" (CDI), among other ingestion methods.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"92c922bc0036\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/unification/cloud_ingestion\"}],\"style\":\"normal\"},{\"_key\":\"5d1e98e38a89\",\"_type\":\"block\",\"children\":[{\"_key\":\"17c008bb5423\",\"_type\":\"span\",\"marks\":[],\"text\":\"Streamed nearly 13 trillion events to our customers via our \"},{\"_key\":\"c9937b896076\",\"_type\":\"span\",\"marks\":[\"c30e7a2cc859\"],\"text\":\"Currents\"},{\"_key\":\"f8764ad429a5\",\"_type\":\"span\",\"marks\":[],\"text\":\" product.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"c30e7a2cc859\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/distribution/braze_currents\"}],\"style\":\"normal\"},{\"_key\":\"2889d3a74ba9\",\"_type\":\"block\",\"children\":[{\"_key\":\"5b415d3accea\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let's take a peek behind the curtain and explore the scale, reliability, and performance of the Braze Data Platform—and how it can support both marketers' strategic priorities and consumers' individual needs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14592d3eb5df\",\"_type\":\"block\",\"children\":[{\"_key\":\"ebdac6e916fa\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What is the Braze Data Platform?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"78f59ce7d7e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"15beb46a86b3\",\"_type\":\"span\",\"marks\":[],\"text\":\"At its core, the Braze Data Platform is a comprehensive, composable set of capabilities and partner integrations that are designed to help marketers leverage data to deliver more impactful, scalable customer experiences in real time. While there are many capabilities contained within the BDP, our goal in building it was to help our customers achieve three key objectives associated with consolidating and utilizing their customer insights.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"81b79a23f7a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"162a48276d33\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"DATA UNIFICATION\"},{\"_key\":\"a6797ef6a401\",\"_type\":\"span\",\"marks\":[],\"text\":\": Getting data into Braze quickly, economically, and with minimum fuss\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ae282efb550\",\"_type\":\"block\",\"children\":[{\"_key\":\"8605ab8cff4f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"DATA ACTIVATION\"},{\"_key\":\"a6d6597125e9\",\"_type\":\"span\",\"marks\":[],\"text\":\": Turning that data into clean, actionable insights that power campaigns\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6857709666e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"e47b18c9136f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"DATA DISTRIBUTION\"},{\"_key\":\"030a2094c3ea\",\"_type\":\"span\",\"marks\":[],\"text\":\": Sharing data and insights from Braze to other systems\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bb608f0c6eab\",\"_type\":\"block\",\"children\":[{\"_key\":\"0144b4f28a7e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The BDP may be new…but its usage already speaks volumes\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"944db8bbe73c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ffd28cba42f4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data is central to customer engagement, enabling the sorts of highly relevant, responsive messaging that consumers have come to expect. One of the primary reasons we launched the Braze Data Platform was to help marketers use the data at their disposal to power relevant, value-added experiences for their customers. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1de1970de77a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a572153f93ab\",\"_type\":\"span\",\"marks\":[],\"text\":\"We are pleased to see this vision increasingly become a reality. In fact, between the \"},{\"_key\":\"7410ecc99246\",\"_type\":\"span\",\"marks\":[\"cc2b341228b1\"],\"text\":\"July 2024 launch of the BDP\"},{\"_key\":\"b591e6c75daa\",\"_type\":\"span\",\"marks\":[],\"text\":\" and the end of 2025, the percentage of Braze customers who used three or more data features rose by 62%. That increase speaks volumes, demonstrating that when brands have an intuitive and reliable way to manage and act on data in their customer engagement efforts, they do.\"}],\"markDefs\":[{\"_key\":\"cc2b341228b1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-data-platform-announcement\"}],\"style\":\"normal\"},{\"_key\":\"cf2bf6516a8f\",\"_type\":\"block\",\"children\":[{\"_key\":\"738022252629\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"BDP by the numbers\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"222c329c5ab9\",\"_type\":\"block\",\"children\":[{\"_key\":\"732246eb6129\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pillar #1: Data unification\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1e680d5afee9\",\"_type\":\"block\",\"children\":[{\"_key\":\"879e82f0c376\",\"_type\":\"span\",\"marks\":[],\"text\":\"As the amount of data available to marketers continues to rise, making sure that all the right information is available when and where they need it is a growing focus. That's why the Braze Data Platform is designed to make it easier for brands to unify first-party data quickly and flexibly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75578d3a24c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"940e5d08996d\",\"_type\":\"span\",\"marks\":[],\"text\":\"The BDP pairs the \"},{\"_key\":\"a018919f9de1\",\"_type\":\"span\",\"marks\":[\"4c3de9c2dea1\"],\"text\":\"Braze SDKs\"},{\"_key\":\"e041cb82be6e\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"00087d5f6ad4\",\"_type\":\"span\",\"marks\":[\"6a055c051992\"],\"text\":\"APIs\"},{\"_key\":\"84f5f6fb4ca1\",\"_type\":\"span\",\"marks\":[],\"text\":\" with direct connections to leading data warehouses, digital properties, and companies' own backend systems, making it easier to understand their customers’ evolving preferences and behaviors in real time.\"}],\"markDefs\":[{\"_key\":\"4c3de9c2dea1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/getting_started/web_sdk/\"},{\"_key\":\"6a055c051992\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/api/home/\"}],\"style\":\"normal\"},{\"_key\":\"4354def2f888\",\"_type\":\"richImage\",\"alt\":\"Braze data unification statistics for 2025: 16.3 million user data pieces ingested every 20 seconds, 16.6 billion zero-copy data updates, and 25.8 trillion data points processed.\",\"asset\":{\"_ref\":\"image-704000c4c3e817041beec2e0318b5ad04d471803-2400x1512-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"c78d47f4da3e\",\"_type\":\"block\",\"children\":[{\"_key\":\"10cb7ae8168f\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"*Usage was measured between January 1 and December 31, 2025\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3e16c21084b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"57c823112a6f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What does this mean for brands?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"86e913b201cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f5ba67efd9f\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Braze Data Platform streamlines connections between Braze and your data sources of truth (e.g. cloud data warehouses, CDPs, SaaS applications) even at a massive scale. With the Braze Data Platform, we're not just talking about migrating a few spreadsheets (though, of course, \"},{\"_key\":\"30060723a948\",\"_type\":\"span\",\"marks\":[\"cc6ee224a394\"],\"text\":\"we can support that, too\"},{\"_key\":\"685e9f50f121\",\"_type\":\"span\",\"marks\":[],\"text\":\"); we're making 16.6 billion zero-copy updates in the course of the year.\"}],\"markDefs\":[{\"_key\":\"cc6ee224a394\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/unification/user_data/import_users/csv/\"}],\"style\":\"normal\"},{\"_key\":\"c6e66de44c29\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d0388228510\",\"_type\":\"span\",\"marks\":[],\"text\":\"But even that number doesn't fully speak to the scale we support. Consider the 25.8 trillion data points that the BDP processed during calendar year 2025. That volume is so large that really conceptualizing it often means working our way down to numbers that we can intuitively understand. At that scale, Braze is ingesting roughly 16.3 million pieces of user data every 20 seconds. If each piece of data were a person, that would be more than the populations of New York City, Los Angeles, and Chicago combined!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e6e21bfa7784\",\"_type\":\"block\",\"children\":[{\"_key\":\"8eb508beac68\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pillar #2: Data activation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6152a123d8ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0097e9ee8f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data unification is just stage one of your strategy; the first step before you can start the real work: Namely, crafting data-inspired but deeply human campaigns at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc460de5321c\",\"_type\":\"block\",\"children\":[{\"_key\":\"30f3cf0a62d6\",\"_type\":\"span\",\"marks\":[],\"text\":\"While first-party data is central to modern marketing, brands often need access to non-customer information to support their engagement campaigns. In addition to creating and maintaining individual user profiles, the Braze Data Platform enables brands to easily upload data to \"},{\"_key\":\"49957e4765ac\",\"_type\":\"span\",\"marks\":[\"9d988102834a\"],\"text\":\"Braze Catalogs\"},{\"_key\":\"2305b8fb36af\",\"_type\":\"span\",\"marks\":[],\"text\":\" and leverage that information to support smarter promotional campaigns, personalized outreach, and other key use cases.\"}],\"markDefs\":[{\"_key\":\"9d988102834a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/activation/catalogs/use/\"}],\"style\":\"normal\"},{\"_key\":\"ad0fa89651ca\",\"_type\":\"richImage\",\"alt\":\"Infographic showing Braze's 2025 data activation metrics: 13 million campaigns, 848 million profiles consolidated, and 8.7 trillion custom events and profile updates.\",\"asset\":{\"_ref\":\"image-3b0c3bfb383ee84438b725cb0a8338e09491e643-2400x1512-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"f684e5e47729\",\"_type\":\"block\",\"children\":[{\"_key\":\"e53119d7edcf\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"*Usage was measured between January 1 and December 31, 2025\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5adef966ca80\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a5febf3b65b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What does this mean for brands?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"e19b35f78a45\",\"_type\":\"block\",\"children\":[{\"_key\":\"660c2d1b49fb\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Braze Data Platform enables brands to leverage a breadth of data from numerous sources, allowing marketers to act on user behavior in the moment and deliver iterative campaigns across nearly any use case. You can see the scale of what the BDP makes possible, not just in the 13 million campaigns and Canvases powered using custom events within Braze, but also in the 8.7 trillion custom events and user profile updates that brands generated and leveraged during calendar year 2025, highlighting the essential role that data activation plays in supporting effective personalization at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c7f3beabff77\",\"_type\":\"block\",\"children\":[{\"_key\":\"7cff040ea858\",\"_type\":\"span\",\"marks\":[],\"text\":\"Effective personalization also depends on data hygiene. Last year, the BDP combined data from multiple sources to consolidate 848 million user profiles—giving brands a single, trusted view of their customers, enhancing data quality, and powering more meaningful customer engagement. By unifying fragmented signals into a single record, marketers were able to gain a more holistic view of each customer, making it easier to understand and engage them successfully.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6f9e3f4cada5\",\"_type\":\"block\",\"children\":[{\"_key\":\"c28fc69ef537\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pillar #3: Data distribution\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"597700d6b38e\",\"_type\":\"block\",\"children\":[{\"_key\":\"07fbc29f6ff1\",\"_type\":\"span\",\"marks\":[],\"text\":\"As marketers run campaigns and customers experience their individual journeys, an abundance of valuable new data is created. That data can help provide a better picture of customer health, business opportunities, and more—but only if you're able to get it out of your customer engagement platform and into other relevant systems across your business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f8ef43716003\",\"_type\":\"block\",\"children\":[{\"_key\":\"46b5683a080a\",\"_type\":\"span\",\"marks\":[],\"text\":\"With the Braze Data platform, brands can export insights from Braze into other systems (e.g. data warehouses, CDPs, analytics solutions), supporting more thoughtful, context-rich decision-making across the business. Whether you're using our \"},{\"_key\":\"5b34609372bc\",\"_type\":\"span\",\"marks\":[\"1122cd46e6dc\"],\"text\":\"Braze Currents\"},{\"_key\":\"417ebf1ab970\",\"_type\":\"span\",\"marks\":[],\"text\":\" high-volume data export feature, \"},{\"_key\":\"3929bfc7c1a1\",\"_type\":\"span\",\"marks\":[\"5520d58cad2c\"],\"text\":\"Snowflake Secure Data Sharing\"},{\"_key\":\"4306d1fd94e9\",\"_type\":\"span\",\"marks\":[],\"text\":\", or leveraging our enterprise-grade APIs, the BDP is built to support an ongoing feedback loop that can enrich your insights and support improved business outcomes.\"}],\"markDefs\":[{\"_key\":\"1122cd46e6dc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/distribution/braze_currents/\"},{\"_key\":\"5520d58cad2c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-braze-and-snowflake-built-an-effective-ongoing-technical-partnership\"}],\"style\":\"normal\"},{\"_key\":\"da2d20ab4b1a\",\"_type\":\"richImage\",\"alt\":\"Text: In 2025, brands used Braze to support data distribution, streaming 13 trillion events back to customers' ecosystems.\",\"asset\":{\"_ref\":\"image-41323200926000f03e4f3b9d8d2a9e18cb1b107c-2400x1048-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"e2fdfe89434a\",\"_type\":\"block\",\"children\":[{\"_key\":\"571f52a25806\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"*Usage was measured between January 1 and December 31, 2025\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5cc51b956fe9\",\"_type\":\"block\",\"children\":[{\"_key\":\"586e9f684eeb\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What does this mean for brands?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"e138c69677ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"62ef9da22ee9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Different companies will have different data needs—and different tech stacks to support them. But with the Braze Data Platform, our massive scale (with 13 trillion events streamed back to customers’ ecosystems in calendar 2025) and our \"},{\"_key\":\"8acfedafedb9\",\"_type\":\"span\",\"marks\":[\"6ad222c9eb9b\"],\"text\":\"composable approach\"},{\"_key\":\"95cc0be66ef4\",\"_type\":\"span\",\"marks\":[],\"text\":\" to tech integrations means that whether you're syncing with Snowflake, Amazon S3, Google Cloud Storage, Microsoft Azure, Amplitude, or a wide range of other solutions, you can be confident that your data will get where it needs to go in a timely fashion.\"}],\"markDefs\":[{\"_key\":\"6ad222c9eb9b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/composability-marketing-tech-stack-guide\"}],\"style\":\"normal\"},{\"_key\":\"1720962cb050\",\"_type\":\"block\",\"children\":[{\"_key\":\"bee9a41291ea\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e55b4288f00c\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9eca2ca3d71\",\"_type\":\"span\",\"marks\":[],\"text\":\"As the number of engagement touchpoints continues to grow, the number of data sources will grow, too. Managing that information effectively is essential for long-term customer engagement success, and to do that, you need the right tools. The Braze Data Platform makes that possible, allowing marketers to unify, activate, and distribute the data they have to support relevant, personalized, and engaging customer experiences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e81495c2f248\",\"_type\":\"block\",\"children\":[{\"_key\":\"5cb55dd53e38\",\"_type\":\"span\",\"marks\":[],\"text\":\"Still trying to wrap your head around the scale of the Braze Data Platform? Consider this article. On average, it takes 6 minutes to read the whole thing. In that time, Braze would have ingested 285 million data points, streamed 148 million events back to our customers, and made 99 million user profile updates, based on our 2025 numbers. That's a level of scale and reliability that only comes from years of engineering with our customers in mind.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f007552c7ed\",\"_type\":\"block\",\"children\":[{\"_key\":\"1562fd0ee3c2\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Interested in learning more about the Braze Data platform and how it can support customer engagement success? Check out our \"},{\"_key\":\"5b9616bc5eb4\",\"_type\":\"span\",\"marks\":[\"94eae03e677d\",\"em\"],\"text\":\"Braze Data Platform product page\"},{\"_key\":\"f1ee177ca5c1\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"94eae03e677d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/braze-data-platform\"}],\"style\":\"normal\"},{\"_key\":\"b54d6467b787\",\"_type\":\"block\",\"children\":[{\"_key\":\"49c19805af30\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cee9ef775bff\",\"_type\":\"block\",\"children\":[{\"_key\":\"385795906396\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Internal Data\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b5e4cb3b976e\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ef7bc2d4d3d\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"All data included in this blog post is approximate and is based on various assumptions. This data is tracked with internal systems and tools that are not independently verified by any third party, and is accordingly subject to adjustment. The methodology underlying the data included in this blog post may vary from prior years and prior year results may not be directly comparable to current results.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"categories\":{\"industries\":null,\"productFeatures\":null,\"regions\":null,\"technologyPartnerTypes\":null,\"topics\":[{\"_id\":\"imported-craft-483\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Data Agility\"},{\"_key\":\"fr\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Agilité des données\"},{\"_key\":\"pt-br\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Agilidade de dados\"},{\"_key\":\"ja\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"データアジリティ\"},{\"_key\":\"ko\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"데이터 민첩성\"}],\"slug\":{\"current\":\"data-agility\"}}],\"useCases\":null},\"excerpt\":\"For marketers managing millions of data points across multiple platforms, effectively managing customer insights is essential. The Braze Data Platform (BDP) enables brands to leverage information effectively and use it to drive relevance at scale for businesses around the globe.\",\"faqs\":{\"heading\":\"Frequently Asked Questions\"},\"featuredImage\":{\"_type\":\"image\",\"alt\":\"Braze Data Platform, depicted as a colorful stack of layers, connecting via dotted lines to two user profiles, a price tag, and a chat bubble icon, on a globe-patterned gradient background.\",\"asset\":{\"_ref\":\"image-d22efa6ecfc7bde56a64456a6123b3afe9d9e79d-3840x2160-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"hasFAQs\":false,\"hideFromListing\":false,\"language\":\"en-us\",\"publicationDates\":{\"publishedAt\":\"2026-03-04T18:59:51.741Z\"},\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-4da8651e72ff1095d78eceedcc7e2fcac5a86343-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"For marketers managing millions of data points across multiple platforms, effectively managing customer insights is essential. The Braze Data Platform (BDP) enables brands to leverage information effectively and use it to drive relevance at scale for businesses around the globe.\",\"pageTitle\":\"How the Braze Data Platform supports engagement | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"braze-data-platform-2025-scale\"}},\"showTableOfContents\":false,\"title\":\"Data agility at a massive scale: How the Braze Data Platform supports customer engagement\",\"tocHeadingDepth\":2},{\"_createdAt\":\"2026-03-04T16:17:18Z\",\"_id\":\"c5b25394-c394-464f-a6ad-70934b48e218\",\"_rev\":\"Zw6ziDl3PejamsuEnOBnYb\",\"_type\":\"blogPost\",\"_updatedAt\":\"2026-03-04T16:22:47Z\",\"author\":[{\"_id\":\"af8d090c-47dd-436b-9091-15d4b3315919\",\"bio\":[{\"_key\":\"01eeeaf6c708\",\"_type\":\"block\",\"children\":[{\"_key\":\"92e38b04c9e3\",\"_type\":\"span\",\"marks\":[],\"text\":\"“In a world older and more complete than ours they move finished and complete, gifted with extensions of the senses we have lost or never attained, living by voices we shall never hear.”\"}],\"markDefs\":[],\"style\":\"normal\"}],\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Team\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-a871ef5dc9e894d320555710664c2e67f03dad70-1000x1000-png\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Braze\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"5845510fd5fa\",\"_type\":\"block\",\"children\":[{\"_key\":\"39124d91b651\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customers don’t want more messages. They want messages that make sense—based on what they’ve done, what they’ve asked for, and where they are in the customer lifecycle.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"16e98abe5b8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"eb903b17d30b\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI customer retention is using AI to help more customers stick around and come back—by spotting early signs someone might drop off, tailoring messages and experiences to what they care about, and choosing better moments to reach out.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"165d9e38e61b\",\"_type\":\"block\",\"children\":[{\"_key\":\"a5ec652eaf43\",\"_type\":\"span\",\"marks\":[],\"text\":\"This article breaks down what AI customer retention means, where it fits across the lifecycle, which tactics are worth trying first, and how to measure impact.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9b140b0bb5ec\",\"_type\":\"block\",\"children\":[{\"_key\":\"ab11aa47c794\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is AI customer retention?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f7b51729f5fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"61c6fe863008\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI customer retention means using AI to help more customers stick around and come back. It does that by spotting early signs someone might drop off, tailoring messages and experiences to what they care about, and choosing better moments to reach out across the customer lifecycle.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5a40ea4c26b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"60f1d93b7550\",\"_type\":\"span\",\"marks\":[],\"text\":\"For customer engagement teams, it’s about helping people get value sooner, keeping momentum going, and stepping in early when engagement starts to dip. AI can support \"},{\"_key\":\"2636d26eeeec\",\"_type\":\"span\",\"marks\":[\"e30ec2d14a5c\"],\"text\":\"real-time decisioning\"},{\"_key\":\"cebb9e1a7823\",\"_type\":\"span\",\"marks\":[],\"text\":\" so journeys adapt to what customers actually do, instead of pushing everyone through the same sequence.\"}],\"markDefs\":[{\"_key\":\"e30ec2d14a5c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/real-time-decisioning\"}],\"style\":\"normal\"},{\"_key\":\"bc4e8dd6cd97\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3ae209b15f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why AI retention matters now\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"764f8f5614f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8aeed30b261\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI retention matters now because customer expectations for relevance are rising while tolerance for irrelevant automation is shrinking. Customers expect brands to remember context and keep messages relevant. They also have a low tolerance for automation that feels fake, pushy, or overly familiar.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75877b93ecdb\",\"_type\":\"block\",\"children\":[{\"_key\":\"b6b3869326b3\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI retention has to balance those two realities—more relevance without more creepiness. Trust is the limiter and the differentiator. Teams that use real-time signals with clear permissioning, smart frequency limits, and a consistent brand voice as part of their \"},{\"_key\":\"f74714589980\",\"_type\":\"span\",\"marks\":[\"db0c24bc3daf\"],\"text\":\"customer engagement strategy\"},{\"_key\":\"6fd7a5b0043d\",\"_type\":\"span\",\"marks\":[],\"text\":\" can improve retention.\"}],\"markDefs\":[{\"_key\":\"db0c24bc3daf\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/customer-engagement-strategy\"}],\"style\":\"normal\"},{\"_key\":\"61663083e4dc\",\"_type\":\"richImage\",\"alt\":\"User interface for churn reduction showing 'Excellent' prediction quality on a colorful gauge, with 'Create Segment' and 'Create Campaign' buttons.\",\"asset\":{\"_ref\":\"image-586ab6be60db7616f04460a93716f6e608631ab0-2400x1256-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"64ba05bd4354\",\"_type\":\"block\",\"children\":[{\"_key\":\"ec1e688e86c4\",\"_type\":\"span\",\"marks\":[],\"text\":\"How AI improves retention across the entire customer journey\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7f9d4b93e95c\",\"_type\":\"block\",\"children\":[{\"_key\":\"35a758b63bcf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Retention starts long before someone looks “at risk.” If a customer never reaches value, gets stuck early, or doesn’t build a habit, churn is usually a matter of time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0f24eb83a6a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"5923e339cc78\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI helps by spotting the moments that shape whether someone sticks with you—then helping teams respond with the right experience across the right channel.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4768a99bbb1a\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e50f4c442ae\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are the journey moments where AI can make the biggest difference:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0490ff2cf050\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef4ac03a09a5\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Onboarding and activation:\"},{\"_key\":\"003d71d965fd\",\"_type\":\"span\",\"marks\":[],\"text\":\" pick up on early behaviors, then guide customers toward the actions that lead to success.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a49813730faa\",\"_type\":\"block\",\"children\":[{\"_key\":\"0db3fc243eb3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Value realization:\"},{\"_key\":\"29e73e304456\",\"_type\":\"span\",\"marks\":[],\"text\":\" notice when someone stalls, then step in with in-product help, a reminder, or a route to support.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a84a5622b0f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa2e98869831\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Habit formation:\"},{\"_key\":\"47e99be131c1\",\"_type\":\"span\",\"marks\":[],\"text\":\" adjust timing based on real engagement patterns, instead of sending on a fixed schedule.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"08640c06ad06\",\"_type\":\"block\",\"children\":[{\"_key\":\"e6a834d01094\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lifecycle milestones:\"},{\"_key\":\"8f26798bfd40\",\"_type\":\"span\",\"marks\":[],\"text\":\" tailor journeys around renewals, replenishment cycles, changing usage, and shifting preferences.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ef4586e0bec1\",\"_type\":\"block\",\"children\":[{\"_key\":\"e72b51c09a2f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Churn prevention and win-back:\"},{\"_key\":\"52e1e6ae26ca\",\"_type\":\"span\",\"marks\":[],\"text\":\" prioritize who to reach and when, based on risk, propensity, and recency, with suppression to avoid adding noise.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d377382ffe0\",\"_type\":\"block\",\"children\":[{\"_key\":\"176e0921d417\",\"_type\":\"span\",\"marks\":[],\"text\":\"As journeys spread across more channels, coordination matters as much as prediction—a churn score only helps when it leads to a timely experience that feels useful.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"45ebd10b82f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d40eb1e09cb\",\"_type\":\"span\",\"marks\":[],\"text\":\"11 practical AI-driven retention strategies\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9823a092fdab\",\"_type\":\"block\",\"children\":[{\"_key\":\"c668b9331602\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’re trying to improve retention, you need ideas you can actually run. These tactics focus on the decisions that move the needle—who to avoid spamming, who needs help, what to send, and when to send it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d17500260b31\",\"_type\":\"richImage\",\"alt\":\"A 3-step marketing process showing how to identify churn risk, segment high-risk users, and send targeted messages, illustrated with a bar chart, a user icon, and a sandwich ad.\",\"asset\":{\"_ref\":\"image-123f057bd2605fbcb1fe990f3c2da4d750707ce1-2400x1256-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"ec54e9851fd5\",\"_type\":\"block\",\"children\":[{\"_key\":\"469bfb99e93b\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Predict churn risk and trigger proactive journeys\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"07a248d893ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"c5db405b3645\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use churn prediction signals to spot early risk, then start a journey that matches the likely blocker.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5b37feec2ec9\",\"_type\":\"block\",\"children\":[{\"_key\":\"5b1a3402f51b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to set up\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"18bfe145d326\",\"_type\":\"block\",\"children\":[{\"_key\":\"8fd1926049c6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Track churn-risk signals such as usage decline, drop in message engagement, reduced purchase frequency, and support friction using first-party data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd6039dbb165\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a222347aa76\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use those signals to move people into dynamic segments, then trigger proactive cross-channel journeys (email, push, in-app, and web) based on risk level\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d20a088c55f\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2383ed17a97\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to watch\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ed2f8236813e\",\"_type\":\"block\",\"children\":[{\"_key\":\"20f843d4733a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Suppression rules for customers already receiving a high volume of messages\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a6675399e8c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"359a84328eb7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Success metrics tied to the journey goal (activation, repeat usage, renewal), rather than clicks alone\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd6b2484d637\",\"_type\":\"block\",\"children\":[{\"_key\":\"c42f6c6cd1d2\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Optimize send timing and contact frequency using engagement signals\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"fb0e4bad5746\",\"_type\":\"block\",\"children\":[{\"_key\":\"f1e0abc0cfdc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Timing and contact frequency are often quick wins. AI can use engagement patterns to adjust when you reach out and how often.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c8130708a6de\",\"_type\":\"block\",\"children\":[{\"_key\":\"17a57fb02652\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to set up\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0501187ac146\",\"_type\":\"block\",\"children\":[{\"_key\":\"42bbc2ebf944\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use engagement signals (opens, clicks, sessions, purchases) to optimize send times by user\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"abcbfeb515f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"50229707725c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Put frequency limits in place by channel, then align them across channels so customers do not get hit from multiple directions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eae374070a4c\",\"_type\":\"block\",\"children\":[{\"_key\":\"07d38ff0edb2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to watch\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b7554dec9889\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a9ae78da7ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"Short-term spikes that skew timing, especially around promos\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"46293da5e9d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7e741be0c6f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Overlapping triggers across teams that create pile-ons\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a00ab0943720\",\"_type\":\"block\",\"children\":[{\"_key\":\"1b9ce6140308\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Personalize onboarding based on early behaviors\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3d03bbcdbebd\",\"_type\":\"block\",\"children\":[{\"_key\":\"fbf04452d6b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Early behaviors are strong predictors of long-term retention. AI can route customers into different onboarding paths based on what they do in the first session or week.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"93e8ec534132\",\"_type\":\"block\",\"children\":[{\"_key\":\"5cad963728bd\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to set up\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c037f5ed01bc\",\"_type\":\"block\",\"children\":[{\"_key\":\"d588f8294b7e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Define “early success” behaviors that indicate a customer is on track, based on your product’s first value moment\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8fd79719c3e4\",\"_type\":\"block\",\"children\":[{\"_key\":\"9faf6bc9aaff\",\"_type\":\"span\",\"marks\":[],\"text\":\"Branch onboarding journeys based on in-app events and milestones, then tailor messaging and in-product guidance accordingly\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ff14f4d96b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca9e8c759c04\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to watch\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ea88fd992b4c\",\"_type\":\"block\",\"children\":[{\"_key\":\"1199976fed9c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Overly complex branching that is hard to maintain\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5e7b6ad130ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"33a9a37337e3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Messaging that assumes intent without giving customers preference controls\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eac04767f845\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad4f75c331ab\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Use next best experience recommendations across channels\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"29910e3ba8d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"09246554afdc\",\"_type\":\"span\",\"marks\":[\"e163a6594a46\"],\"text\":\"Next best experience\"},{\"_key\":\"2bf132675d77\",\"_type\":\"span\",\"marks\":[],\"text\":\" recommendations help you choose which message, prompt, offer, or piece of education is most relevant right now, then deliver it across channels.\"}],\"markDefs\":[{\"_key\":\"e163a6594a46\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/next-best-everything-ai-decisioning\"}],\"style\":\"normal\"},{\"_key\":\"04f3f1a0173e\",\"_type\":\"block\",\"children\":[{\"_key\":\"dbce287bac32\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to set up\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"16e65047a1c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"3092ece9bb0b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Define a library of eligible experiences (education modules, feature prompts, offers, content recommendations)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cdcd168aaea3\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1467a979336\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use real-time decisioning to select the next best experience based on context, propensity, recency, and prior exposure\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47419874cfd6\",\"_type\":\"block\",\"children\":[{\"_key\":\"c286f81172af\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to watch\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6aece123ca37\",\"_type\":\"block\",\"children\":[{\"_key\":\"a14a4426597e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Recommendations that feel disconnected from recent behavior\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6b6b4019dd55\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6b233a89535\",\"_type\":\"span\",\"marks\":[],\"text\":\"Missing exclusions, such as recent complaints, refunds, preference changes, or low-intent signals\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"49bdacd29d01\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa56370212d5\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Run AI-assisted experimentation on subject lines, offers, and variants\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e6862c8c45c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae01eff75295\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI can speed up experimentation by generating variants and helping you narrow what to test, then learning from outcomes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9bd42f60c0b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"70daf4b0c2d9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to set up\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ed6b6fed8ddc\",\"_type\":\"block\",\"children\":[{\"_key\":\"a0c074e08e2e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use AI to draft copy variants that follow your brand voice rules, then run structured A/B tests\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1cef8dab1ec6\",\"_type\":\"block\",\"children\":[{\"_key\":\"32e4b26c6f85\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use control groups to measure incremental lift, rather than relying only on top-line engagement\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"40c72b984505\",\"_type\":\"block\",\"children\":[{\"_key\":\"d570609f2c10\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to watch\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6e8286905720\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d9ae0b7e60d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Moving faster than your measurement can support\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"02d13d5517f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"a1fedd3b31eb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Testing too many variables at once, which makes results harder to interpret\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"69a2fbeff1f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"15d688e955c7\",\"_type\":\"span\",\"marks\":[],\"text\":\"6. Use dynamic segmentation and suppression to prevent fatigue\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e9723a0c304b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ba6a066f707\",\"_type\":\"span\",\"marks\":[\"01a7f0555006\"],\"text\":\"Dynamic segmentation\"},{\"_key\":\"d9d0ffb63010\",\"_type\":\"span\",\"marks\":[],\"text\":\" updates in real time based on behavior. Suppression keeps your best journeys from turning into message overload.\"}],\"markDefs\":[{\"_key\":\"01a7f0555006\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/guide-to-behavioral-segmentation\"}],\"style\":\"normal\"},{\"_key\":\"3ce824f08067\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1f4c2687cdf\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to set up\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0b793b9b973b\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e0325510114\",\"_type\":\"span\",\"marks\":[],\"text\":\"Build behavioral segments around engagement level, recency, product usage, and lifecycle stage\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"013c9ab77f60\",\"_type\":\"block\",\"children\":[{\"_key\":\"68c4be0dd1e8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Add suppression rules that pause lower-priority messages when fatigue signals appear, or when intent is unclear\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c34987488d33\",\"_type\":\"block\",\"children\":[{\"_key\":\"a08d165e3a7b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to watch\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b568da89a6eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"b37232e460ef\",\"_type\":\"span\",\"marks\":[],\"text\":\"Suppression that is too strict, which can hide performance issues\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9cf9d5321394\",\"_type\":\"block\",\"children\":[{\"_key\":\"a5f115c71ebc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Static segments that never refresh, including long-lived “VIP” lists\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a799b8e15446\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7ce28b679be\",\"_type\":\"span\",\"marks\":[],\"text\":\"7. Trigger in-the-moment interventions to unblock value\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9013cdeb31cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"20a53697f712\",\"_type\":\"span\",\"marks\":[],\"text\":\"When customers get stuck, speed matters. In-app, push, and web interventions can remove friction while the customer is still engaged.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"239b12203f88\",\"_type\":\"block\",\"children\":[{\"_key\":\"a1797d085c55\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to set up\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aefaa9eb4708\",\"_type\":\"block\",\"children\":[{\"_key\":\"15d9c91392f1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Trigger in-app messages when customers hesitate, hit errors, abandon key steps, or loop through help content\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"23505a040271\",\"_type\":\"block\",\"children\":[{\"_key\":\"14f316842144\",\"_type\":\"span\",\"marks\":[],\"text\":\"Follow up with a coordinated push or email that connects to the same moment and offers a clear next step\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aaa183180be9\",\"_type\":\"block\",\"children\":[{\"_key\":\"174b8842dff9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to watch\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb318f0c9e89\",\"_type\":\"block\",\"children\":[{\"_key\":\"11215f04695d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Interrupting customers during high-intent tasks\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a345e7ecfe28\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ffe568dcbf9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Reusing the same intervention for every blocker, which lowers relevance\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d6e1ff96927c\",\"_type\":\"block\",\"children\":[{\"_key\":\"13dc7a535cae\",\"_type\":\"span\",\"marks\":[],\"text\":\"8. Build loyalty and win-back journeys using propensity and recency\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"ae46fba8af96\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c55e8a7f931\",\"_type\":\"span\",\"marks\":[],\"text\":\"The right retention move depends on how recently someone engaged and how likely they are to return.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ad70139ba4f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"0015258e69d3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to set up\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"989f81b311c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"af63b731f395\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create win-back tiers based on recency, prior value, and likelihood to re-engage\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"de57ea90c7c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c0bac4f9c25\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tailor incentives and content by tier, with escalating offers only for customers who need them\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2c3d77d01ac4\",\"_type\":\"block\",\"children\":[{\"_key\":\"18fb37fcaa76\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to watch\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"436c91948128\",\"_type\":\"block\",\"children\":[{\"_key\":\"64674b0b4dc9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Training customers to wait for discounts\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a72fd2b82294\",\"_type\":\"block\",\"children\":[{\"_key\":\"4507e00a9e43\",\"_type\":\"span\",\"marks\":[],\"text\":\"Treating structural churn drivers (price, product fit, availability) like a messaging problem\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5de1ba1c5905\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e62d370a7ea\",\"_type\":\"span\",\"marks\":[],\"text\":\"9. Personalize content using first-party preferences\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"90a0b6d892b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae2d9461eedb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalization works best when preferences are explicit and respected. First-party data supports relevance without crossing lines.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b8b77c0ec9ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"6dbc21174aa1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to set up\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"82105e161f5c\",\"_type\":\"block\",\"children\":[{\"_key\":\"e7c28828b39b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Capture preferences through onboarding questions, in-app settings, content choices, and message interactions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8d879dc074a4\",\"_type\":\"block\",\"children\":[{\"_key\":\"6374566b45e7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalize content blocks, recommendations, and education streams based on those preferences and recent behavior\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1e9e4cc40614\",\"_type\":\"block\",\"children\":[{\"_key\":\"95f337e70271\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to watch\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7f305844e016\",\"_type\":\"block\",\"children\":[{\"_key\":\"6187cfb5e45e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Overly direct use of inferred data that can feel intrusive\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"64375d72d62d\",\"_type\":\"block\",\"children\":[{\"_key\":\"e28ce045046a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Preference data that never refreshes and becomes outdated\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28606f16312d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d151ded261d1\",\"_type\":\"span\",\"marks\":[],\"text\":\"10. Build closed-loop learning into targeting rules\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5a82c505adc5\",\"_type\":\"block\",\"children\":[{\"_key\":\"b584d42ac0c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Closed-loop learning means outcomes feed back into future decisions, so journeys improve over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"534a77dbb1a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"e34dbefc83cd\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to set up\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6e0e4ef35f1c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f84705535f3b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Feed outcomes such as conversion, repeat engagement, churn, and time-to-value back into segmentation and eligibility logic\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2d17807318a1\",\"_type\":\"block\",\"children\":[{\"_key\":\"29736fa1ac8f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Review decision rules on a cadence tied to data volume and seasonality\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"192b2dfea563\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8f064bf1bf0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to watch\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"54f8f399303a\",\"_type\":\"block\",\"children\":[{\"_key\":\"703cc0bdb6a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Optimizing toward proxy metrics that do not map to retention\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"950fe5454cb1\",\"_type\":\"block\",\"children\":[{\"_key\":\"380f6c82b2ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"Confusing short-term engagement with long-term value\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"da0a176cecf9\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa6c6383459e\",\"_type\":\"span\",\"marks\":[],\"text\":\"11. Keep a human in the loop for sensitive retention moments\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"66e9c9a3ae4f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c678f16b9b7f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Some moments need judgment and empathy. 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Get tactics, guardrails, and metrics to prove impact.\",\"pageTitle\":\"AI Customer Retention Strategies | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"ai-customer-retention\"}},\"showTableOfContents\":true,\"title\":\"AI customer retention: Strategies, tactics, and mistakes to avoid\",\"tocHeadingDepth\":2},{\"_createdAt\":\"2024-05-08T01:04:21Z\",\"_id\":\"imported-craft-6149\",\"_rev\":\"Zzv0hL3xKYdBQQ7bGxnao3\",\"_system\":{\"base\":{\"id\":\"imported-craft-6149\",\"rev\":\"IcehxRazEtRiv5p92RiS92\"}},\"_type\":\"blogPost\",\"_updatedAt\":\"2026-02-27T21:02:14Z\",\"author\":[{\"_id\":\"imported-craft-author-5326\",\"bio\":[{\"_key\":\"ee3660e69b0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6048215604c\",\"_type\":\"span\",\"marks\":[],\"text\":\"“In a world older and more complete than ours they move finished and complete, gifted with extensions of the senses we have lost or never attained, living by voices we shall never hear.”\"}],\"markDefs\":[],\"style\":\"normal\"}],\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Team\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-996fade8959b68154f6f6557bc3b643f2a9e241d-641x641-png\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Braze\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"9020a79d75f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"fe5160351950\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data is information a brand collects directly from its own audiences across its owned touchpoints. That includes website and app activity, purchase history, email engagement, customer support interactions, loyalty program activity, and transaction data collected with consent.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"902b730769a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"88b5a583834c\",\"_type\":\"span\",\"marks\":[],\"text\":\"For marketers, first-party data matters because customers expect personalized, consistent, real-time experiences, and those moments depend on high-quality customer data.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"218e0594381f\",\"_type\":\"block\",\"children\":[{\"_key\":\"10b40b0b1b7e\",\"_type\":\"span\",\"marks\":[],\"text\":\"As expectations rise and third-party signals fall away, first-party data can give teams a foundation for understanding customer behavior, building customer profiles, and generating audience insights they can act on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4cf6f5378281\",\"_type\":\"block\",\"children\":[{\"_key\":\"fbbd6d2bc35a\",\"_type\":\"span\",\"marks\":[],\"text\":\"The better your first-party data, the more \"},{\"_key\":\"064f9f58427c\",\"_type\":\"span\",\"marks\":[\"d6948ffab8c9\"],\"text\":\"data agile\"},{\"_key\":\"c23bde1b9375\",\"_type\":\"span\",\"marks\":[],\"text\":\" you can be too—getting the right data into the right systems, fast enough to power relevant customer experiences across channels.\"}],\"markDefs\":[{\"_key\":\"d6948ffab8c9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/the-right-data-where-you-need-it/\"}],\"style\":\"normal\"},{\"_key\":\"4e5dc7e263fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"4761e9059751\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"TL;DR\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"09aa6f843cf8\",\"_type\":\"block\",\"children\":[{\"_key\":\"dcf0bb84f827\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data is information collected by brands directly from their own customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"45c70a8b0f0b\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e3f3113046b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Understanding first-party data\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0a7af5cfa92d\",\"_type\":\"block\",\"children\":[{\"_key\":\"98170eae769a\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data is information you collect directly from your audience through your own channels and touchpoints. It reflects actual customer behavior based on how people interact with your brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1bf3f356d717\",\"_type\":\"block\",\"children\":[{\"_key\":\"792aa0d30254\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can collect first-party data from sources like:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ef72a3d9e10d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae44b5a4fdf8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your website and mobile app\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"006b145b8560\",\"_type\":\"block\",\"children\":[{\"_key\":\"457f69f250b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email, SMS, push, and in-app engagement\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a5107b8b6ade\",\"_type\":\"block\",\"children\":[{\"_key\":\"5250df13f0f3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Purchases, subscriptions, renewals, and returns\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7d013f8e2457\",\"_type\":\"block\",\"children\":[{\"_key\":\"34c2b6a9cd59\",\"_type\":\"span\",\"marks\":[],\"text\":\"Loyalty and membership activity\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"64acf4a12a25\",\"_type\":\"block\",\"children\":[{\"_key\":\"bad5e9960a31\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer support interactions and feedback\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"429d7693a767\",\"_type\":\"block\",\"children\":[{\"_key\":\"5e914fc2d098\",\"_type\":\"span\",\"marks\":[],\"text\":\"Account activity and opt-in status\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cff231e4e797\",\"_type\":\"block\",\"children\":[{\"_key\":\"f7722c50db57\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because it's collected directly with customer consent and knowledge, first-party data is more reliable and builds trust while supporting personalization.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b39c4a296720\",\"_type\":\"block\",\"children\":[{\"_key\":\"373136903097\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why is first-party data important?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6ff2ab9fc633\",\"_type\":\"block\",\"children\":[{\"_key\":\"fbcdb88a0325\",\"_type\":\"span\",\"marks\":[\"4d8e6913c505\"],\"text\":\"First-party data\"},{\"_key\":\"3cc769ef7076\",\"_type\":\"span\",\"marks\":[],\"text\":\" is important because it gives marketers a direct line to customer behavior and preferences. Without it, teams end up filling gaps with assumptions, which can drag down engagement and make it harder to build durable customer relationships.\"}],\"markDefs\":[{\"_key\":\"4d8e6913c505\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/webinars-and-events/cxc-london-first-party-data\"}],\"style\":\"normal\"},{\"_key\":\"ece10e92a0ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"054ae33cc995\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are two reasons first-party data has become non-negotiable:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14e5ef0bf2a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c6169b3db4d\",\"_type\":\"span\",\"marks\":[],\"text\":\"The decline of third-party cookies and identifiers: As browsers and platforms restrict tracking, third-party signals become less dependable for audience building, attribution, and activation.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc138d40e175\",\"_type\":\"block\",\"children\":[{\"_key\":\"382c46c364de\",\"_type\":\"span\",\"marks\":[],\"text\":\"Reliable inputs for personalization and AI: Personalization and AI rely on accurate customer profiles and audience insights. First-party data reflects real customer interactions, which supports more relevant customer experiences across channels.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"37750fbb3fb9\",\"_type\":\"block\",\"children\":[{\"_key\":\"904e6e46aba7\",\"_type\":\"span\",\"marks\":[],\"text\":\"What’s the difference between first-party data, second-party data, third-party data, and zero-party data?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d405aa5daccd\",\"_type\":\"richImage\",\"alt\":\"Four-panel diagram defining zero-party, first-party, second-party, and third-party data.\",\"asset\":{\"_ref\":\"image-0dd731bd0acbbb95a3723036afb5915686a584f2-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"404db685b631\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7a16b14c0d4\",\"_type\":\"span\",\"marks\":[],\"text\":\"These terms describe where data comes from, and how directly it’s tied to a customer relationship.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"631e5d17ba9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed93188faea6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"First-party data\"},{\"_key\":\"e6c4a00c86af\",\"_type\":\"span\",\"marks\":[],\"text\":\" is collected by your brand through your own channels and direct interactions. It reflects how people engage with your experiences, and it can include behavioral, transactional, and engagement data tied to known or anonymous users.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c8829b423369\",\"_type\":\"block\",\"children\":[{\"_key\":\"869e9e9b5318\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Second-party data\"},{\"_key\":\"75207afb65b4\",\"_type\":\"span\",\"marks\":[],\"text\":\" is someone else’s first-party data that you access through a direct partnership. For example, a publisher may share audience segments with an advertiser, or a brand may share data with a retail partner as part of a co-marketing agreement.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c106bb5c798b\",\"_type\":\"block\",\"children\":[{\"_key\":\"14e1b91c4570\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Third-party data \"},{\"_key\":\"5f6fa657b074\",\"_type\":\"span\",\"marks\":[],\"text\":\"is aggregated by an external provider from multiple sources, then sold or licensed. Because it’s collected indirectly, it’s often less transparent, harder to validate, and less durable as rules and platform changes limit tracking.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e2e785059a23\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9977a40df8f\",\"_type\":\"span\",\"marks\":[\"ffd201c3ea62\",\"strong\"],\"text\":\"Zero-party data\"},{\"_key\":\"ae908bace8bd\",\"_type\":\"span\",\"marks\":[],\"text\":\" is information a customer intentionally shares, like preferences, product interests, or goals. It's typically captured through preference centers, quizzes, surveys, and interactive experiences where the value exchange is explicit.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ffd201c3ea62\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-is-zero-party-data\"}],\"style\":\"normal\"},{\"_key\":\"a86a809c8d75\",\"_type\":\"block\",\"children\":[{\"_key\":\"6cd04ee56d1d\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data is the most durable category because it comes from direct engagement and can be collected with clear consent and stronger governance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"536ef0abef7e\",\"_type\":\"block\",\"children\":[{\"_key\":\"b050c605c7d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Benefits of first-party data\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7dfac9c5c32d\",\"_type\":\"block\",\"children\":[{\"_key\":\"334a09270974\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data offers several key benefits that can significantly improve your marketing efforts:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cf005516774c\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb3763bf7716\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. More relevant customer engagement\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"c3a16c7b3bbf\",\"_type\":\"block\",\"children\":[{\"_key\":\"42dbb65a49d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data comes from direct interactions with your brand, making it more reliable than aggregated or inferred data. You can segment audiences with precision, identify high-value customers, and understand preferences based on actions rather than assumptions. A streaming service suggests unwatched content based on viewing history. An eCommerce store surfaces products that complement past purchases. This relevance increases click-through rates, conversions, and customer satisfaction.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a64d19ec4d34\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3aa19972b0a\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Better marketing efficiency\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"e76f3207ad61\",\"_type\":\"block\",\"children\":[{\"_key\":\"0da8011a72aa\",\"_type\":\"span\",\"marks\":[],\"text\":\"Identify which channels and campaigns generate actual results by tracking performance against customer behavior. Shift budget toward tactics that drive conversions, suppress audiences who've already purchased, and stop investing in strategies that don't deliver measurable returns. First-party data helps you build and refresh audiences using real-time engagement signals, reducing wasted spend on paid media and improving overall ROI.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"55c2a3f2c7e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d4c5f049194\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Stronger customer trust and retention\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"ed2b48f411b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"b95b8ae86c95\",\"_type\":\"span\",\"marks\":[],\"text\":\"When collection is transparent and customers see the value—faster checkouts, better recommendations, fewer irrelevant messages—they're more willing to engage. This foundation of trust strengthens relationships, reduces churn, and increases lifetime value. Brands that prioritize transparency in their data practices report stronger customer retention and higher lifetime value.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d2d3affb4e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"9436ad382c78\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Clearer attribution and optimization\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"f6d2e69775ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"e7ec8080d4b6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Track customer journeys using data you control. Understand which touchpoints influence decisions, measure campaign impact accurately, and optimize based on verified outcomes rather than estimated attribution. Activate data in real time to send timely messages—abandoned cart reminders within minutes, welcome series triggered immediately after sign-up, or re-engagement campaigns based on recent inactivity. This responsiveness creates momentum and keeps customers moving forward.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50a39cbfb8d1\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea25764c41b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to collect first-party data\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"949f2b21d4e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"5e73839f8920\",\"_type\":\"span\",\"marks\":[],\"text\":\"Collecting first-party data requires transparency and mutual value. When customers understand what you're collecting and how it benefits them—personalized recommendations, smoother experiences, relevant content—they share willingly. This consent-first method creates a unified approach and builds trust as well as delivering accurate data.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e57c5288ef4b\",\"_type\":\"richImage\",\"alt\":\"Data Unification graphic showing a central data import setup screen connected to various data sources and user personas.\",\"asset\":{\"_ref\":\"image-595ff2af25dfafbe4061e0dcbc29c36bb53bf535-2400x1258-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"b9e8a5ed3584\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc54a5f30d92\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before collecting data:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"859f4b6fc7d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"460d37d17442\",\"_type\":\"span\",\"marks\":[],\"text\":\"Regularly update and clean your database to maintain accuracy\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d3bb54fd4a17\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad891ffe09a6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Obtain explicit consent and follow GDPR and CCPA requirements\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"88c378577c09\",\"_type\":\"block\",\"children\":[{\"_key\":\"78abba806493\",\"_type\":\"span\",\"marks\":[],\"text\":\"Integrate data sources through direct connections to your data warehouse and digital properties\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dded5f6f98d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"d44d6fffd864\",\"_type\":\"span\",\"marks\":[],\"text\":\"Four steps of first-party data collection\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"962e7284ff9b\",\"_type\":\"block\",\"children\":[{\"_key\":\"6988c9444f51\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Your owned digital platforms\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"39ad30cfe20a\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd0fe7876d9d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your website, mobile app, and product track user behaviors like page views, click-through rates, session duration, and feature usage. This data reveals preferences and patterns that inform relevant marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dba230372c62\",\"_type\":\"block\",\"children\":[{\"_key\":\"443fbb3ea731\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Direct customer interactions\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"9be7b5bb5dab\",\"_type\":\"block\",\"children\":[{\"_key\":\"2af199e76898\",\"_type\":\"span\",\"marks\":[],\"text\":\"Capture behavioral data from customer touchpoints like account creation, login frequency, feature usage, and support interactions. Track how customers engage with your emails, push notifications, and in-app messages to understand communication preferences and response patterns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d3c066080106\",\"_type\":\"block\",\"children\":[{\"_key\":\"23261622489e\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Transaction and commerce data\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"a0f9b605fec5\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee490ab5909a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Track purchase histories, order frequencies, average order values, and product returns. This behavioral data powers personalized product recommendations and targeted promotions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f110adc1e135\",\"_type\":\"block\",\"children\":[{\"_key\":\"b54ecbb1b7c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Social media and community engagement\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"4d04a7db4f8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b7a33bbc8edd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Connect your social platforms with your website to collect data on likes, shares, comments, and engagement patterns. This helps refine your social strategy based on actual audience response.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d744d6d50954\",\"_type\":\"block\",\"children\":[{\"_key\":\"9dd2d762df12\",\"_type\":\"span\",\"marks\":[],\"text\":\"How a well-executed first-party data strategy can enhance your marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"76f46e6ddf2a\",\"_type\":\"block\",\"children\":[{\"_key\":\"bfdc367bc7c9\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data's true power emerges when you activate it across every customer touchpoint. The brands seeing the strongest results use their data to orchestrate connected experiences—coordinating messages across email, push notifications, SMS, in-app, and more based on real-time customer behaviors.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24724abf64ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0cd94351c94\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here's how leading marketers turn first-party data into cross-channel engagement that drives results.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"744bdeb5febb\",\"_type\":\"block\",\"children\":[{\"_key\":\"b6b1d0b9eb81\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalization of web and mobile experiences\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6169aa788c92\",\"_type\":\"block\",\"children\":[{\"_key\":\"5125f39cebd8\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data transforms generic browsing into relevant experiences tailored to individual preferences and behaviors.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"94e9a5de6bb3\",\"_type\":\"block\",\"children\":[{\"_key\":\"864718e5baec\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use case 1: Product recommendations based on purchase history\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"d73375e1925d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c85a4efea669\",\"_type\":\"span\",\"marks\":[],\"text\":\"Show customers complementary products based on what they've already bought. Someone who purchased running shoes sees matching athletic wear during their next visit. This approach gives the customer the right products at the right moment, increasing average order value without feeling pushy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7aa0b0b10152\",\"_type\":\"block\",\"children\":[{\"_key\":\"b05a59c3b232\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use case 2: Dynamic content across channels\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"ec4538b52030\",\"_type\":\"block\",\"children\":[{\"_key\":\"c18447c51439\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalize messages across email, push, and in-app based on individual behavior. A travel app sends destination recommendations via email, follows up with flight deal notifications, and displays personalized trip planning in-app—all coordinated around each customer's search and booking history. This creates a cohesive experience that feels responsive, not repetitive.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d7f29e396053\",\"_type\":\"block\",\"children\":[{\"_key\":\"efbe8c5251df\",\"_type\":\"span\",\"marks\":[],\"text\":\"Advertising\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cc786a34510c\",\"_type\":\"block\",\"children\":[{\"_key\":\"562b3ed66f9d\",\"_type\":\"span\",\"marks\":[],\"text\":\"First-party data makes paid media more precise and cost-effective by targeting the audiences most likely to convert.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc39c999a84e\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbb458ce5d07\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use case 1: Retargeting campaigns\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"2490b20128d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"c03cfcc59aa5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Retarget customers who browsed specific products but didn't purchase by syncing behavioral segments to platforms like Facebook and Google. Coordinate these ads with email reminders to reinforce the message across channels, turning interest into action without wasting spend on customers who already converted.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"321769a755c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"3784fc632c19\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use case 2: Lookalike audience targeting\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"eab315d071af\",\"_type\":\"block\",\"children\":[{\"_key\":\"abab65473af5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Build lookalike audiences based on your highest-value customers—those with strong purchase frequency and lifetime value. 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See what first-party data is, why it matters, how to collect it, and examples you can apply across channels.\",\"pageTitle\":\"What Is First-Party Data? 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They browse your website, open your mobile app, add items to their cart, and engage with your digital properties—all without logging in or creating an account. For most brands, these unidentified visitors aren't a fringe audience or a data gap—they're the starting point of the customer lifecycle. Every known customer, subscriber, and loyal user begins as an anonymous visitor.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fede65add43c\",\"_type\":\"block\",\"children\":[{\"_key\":\"544ffcbfcdf3\",\"_type\":\"span\",\"marks\":[],\"text\":\"According to Braze research analyzing 2.5 billion active users across popular retail and eCommerce apps, \"},{\"_key\":\"fa011c9a5ab2\",\"_type\":\"span\",\"marks\":[\"169b9df054ac\",\"strong\"],\"text\":\"86% of shoppers are anonymous users\"},{\"_key\":\"8734ab677bb1\",\"_type\":\"span\",\"marks\":[],\"text\":\"—they engage as guests rather than logged-in customers. This pattern holds across industries, from media and entertainment to SaaS and on-demand services. Yet despite their prevalence, up to 80% of these anonymous users receive zero marketing outreach.\"}],\"markDefs\":[{\"_key\":\"169b9df054ac\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/2022-global-customer-engagement-review\"}],\"style\":\"normal\"},{\"_key\":\"2f23cbe6d7bb\",\"_type\":\"richImage\",\"alt\":\"Infographic differentiating known users (logged-in, data-rich profiles, personalized messaging) from anonymous users (not logged-in, data-lean, less targeted engagement).\",\"asset\":{\"_ref\":\"image-f9f1942da087a3ae3c85159699b8fb0fccd83e98-2400x1460-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"a4161665c93d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6278e93338e\",\"_type\":\"span\",\"marks\":[],\"text\":\"This represents a massive missed opportunity. Anonymous users aren't just casual browsers with no intent—they're potential customers at the very beginning of their journey with your brand. Many are actively evaluating your products, comparing options, and moving toward a purchase decision. With the right engagement strategy, these unidentified visitors can become your most valuable known users and loyal customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4e1e71af82e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e08f7e19e46\",\"_type\":\"span\",\"marks\":[],\"text\":\"The good news? The same customer engagement principles and lifecycle marketing approaches that work for known users can be adapted to \"},{\"_key\":\"291883806e98\",\"_type\":\"span\",\"marks\":[\"84ed18c6327d\"],\"text\":\"reach anonymous audiences.\"}],\"markDefs\":[{\"_key\":\"84ed18c6327d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-does-your-anonymous-user-base-look-like\"}],\"style\":\"normal\"},{\"_key\":\"52a70daa5511\",\"_type\":\"block\",\"children\":[{\"_key\":\"43e3d0cda69f\",\"_type\":\"span\",\"marks\":[],\"text\":\"This article explains what anonymous users are, why they matter strategically, and how brands can engage and activate them responsibly—turning anonymous interactions into meaningful customer relationships.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50bc49de0921\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd743e020d0e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"TL;DR\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"056edff1525f\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a8b7a663641\",\"_type\":\"span\",\"marks\":[],\"text\":\"Anonymous users are individuals who engage with your brand’s digital properties without creating an account or otherwise identifying itself.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"66763b100253\",\"_type\":\"block\",\"children\":[{\"_key\":\"fba7cd73e2a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Anonymous users explained?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ecd8e0dba6ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"a2bbcf878aa6\",\"_type\":\"span\",\"marks\":[\"2f316e6051d1\"],\"text\":\"An anonymous user\"},{\"_key\":\"9a02a1215c6c\",\"_type\":\"span\",\"marks\":[],\"text\":\" is a person who interacts with your website or app without identifying themselves. Anonymous users haven't logged in, created an account, or shared an identifier that lets you reliably tie their activity back to a specific person across sessions and channels.\"}],\"markDefs\":[{\"_key\":\"2f316e6051d1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data/unification/user_data/user_profile_lifecycle/anonymous_users/\"}],\"style\":\"normal\"},{\"_key\":\"09270b7cdb4d\",\"_type\":\"block\",\"children\":[{\"_key\":\"9de10a6a9e37\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you've ever browsed a website without signing up, read articles without subscribing, or added items to a cart as a guest, you've been an anonymous user yourself.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"93ea4ddb92ba\",\"_type\":\"richImage\",\"alt\":\"Definition of 'Anonymous Users' as customers without unique identifiers, illustrated with a generic profile icon on a phone screen.\",\"asset\":{\"_ref\":\"image-2eb590c8559fb85df2ca9aa941a20fd6df1110a3-2400x1256-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"3a6ce53f0605\",\"_type\":\"block\",\"children\":[{\"_key\":\"bcb48a25933a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Anonymity usually happens because there's no moment yet where \"},{\"_key\":\"d28a29a32035\",\"_type\":\"span\",\"marks\":[\"7ac5ae4e4702\"],\"text\":\"identification makes sense.\"},{\"_key\":\"70eb3c5c98d5\",\"_type\":\"span\",\"marks\":[],\"text\":\" A visitor browses product pages, reads articles, or starts onboarding, then leaves before signing up. There's also often a privacy and consent layer—people may limit what they share, decline certain tracking, or use device settings that reduce available identifiers.\"}],\"markDefs\":[{\"_key\":\"7ac5ae4e4702\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/building-braze-how-braze-supports-flexible-user-identification\"}],\"style\":\"normal\"},{\"_key\":\"90167609e37d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff833ed7fa42\",\"_type\":\"span\",\"marks\":[],\"text\":\"Even without a known identity, \"},{\"_key\":\"6762093b2e68\",\"_type\":\"span\",\"marks\":[\"94961af5b428\"],\"text\":\"anonymous users\"},{\"_key\":\"371f498c5bdd\",\"_type\":\"span\",\"marks\":[],\"text\":\" generate meaningful behavioral signals. First-party data like sessions, pages viewed, clicks, in-app actions, and content engagement reveal intent, friction points, and areas of interest. A visitor who browses winter coats three times in a week is signaling purchase consideration—you just don't know their name yet.\"}],\"markDefs\":[{\"_key\":\"94961af5b428\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/anonymous-users-1\"}],\"style\":\"normal\"},{\"_key\":\"0c04990490bd\",\"_type\":\"richImage\",\"alt\":\"86% of all eCommerce and retail customers are anonymous guest checkout users.\",\"asset\":{\"_ref\":\"image-c0d0c73f41939f66506757c97d66cf54dea603aa-2400x1256-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"6f3475ef43d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc51af47e090\",\"_type\":\"span\",\"marks\":[],\"text\":\"Anonymous users and your customer engagement strategy\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7db7ca6af718\",\"_type\":\"block\",\"children\":[{\"_key\":\"62c6a1a422d5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Across industries, anonymous users represent the majority of digital traffic, with similar patterns seen in retail, media, and SaaS platforms. Yet in anonymous users marketing, most brands reserve all engagement efforts for identified users, treating anonymous visitors as unactionable.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e5ab75a394bd\",\"_type\":\"block\",\"children\":[{\"_key\":\"35277cea57df\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is a strategic opportunity. \"},{\"_key\":\"cfc37e32b6cd\",\"_type\":\"span\",\"marks\":[\"6941f9addd57\"],\"text\":\"Anonymous users belong in your engagement strategy\"},{\"_key\":\"4bba8aafc419\",\"_type\":\"span\",\"marks\":[],\"text\":\" because they're already taking meaningful actions across your owned digital touchpoints, including purchases.\"}],\"markDefs\":[{\"_key\":\"6941f9addd57\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/webinars-and-events/anonymous-users-ama\"}],\"style\":\"normal\"},{\"_key\":\"b9ff657fcfe3\",\"_type\":\"block\",\"children\":[{\"_key\":\"d07643843ead\",\"_type\":\"span\",\"marks\":[\"5b61400dfdd0\"],\"text\":\"Braze research\"},{\"_key\":\"63c27bb0c7f1\",\"_type\":\"span\",\"marks\":[],\"text\":\" found that 12% of retail and eCommerce purchasers are anonymous users, and that anonymous users are 58% more likely to make a purchase within their first week of engaging with a brand compared to known users.\"}],\"markDefs\":[{\"_key\":\"5b61400dfdd0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/2022-global-customer-engagement-review\"}],\"style\":\"normal\"},{\"_key\":\"8bd32126e8e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"047480d7721c\",\"_type\":\"span\",\"marks\":[],\"text\":\"That changes how you should think about audience value. Each anonymous user may not be identifiable yet, but their behavior still signals intent, urgency, and friction.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8e02b156416d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d360b80e5e81\",\"_type\":\"span\",\"marks\":[],\"text\":\"Those signals can inform how you shape messaging, onboarding, and content experiences earlier in the customer journey. Using first-party data and clear consent as your guardrails, you can create an intentional, strategic approach.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"55d1691bd283\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac2a32c04ba0\",\"_type\":\"span\",\"marks\":[],\"text\":\"There's also upside in simply showing up. Braze found that using just one messaging channel to engage anonymous users can drive a \"},{\"_key\":\"e7a7436652e4\",\"_type\":\"span\",\"marks\":[\"c2101d4441d8\"],\"text\":\"5.3X increase in likelihood\"},{\"_key\":\"78beb58ab563\",\"_type\":\"span\",\"marks\":[],\"text\":\" to buy among this segment. The engagement strategies that work for known users can be adapted for anonymous audiences—you just need the right channels and a privacy-first approach.\"}],\"markDefs\":[{\"_key\":\"c2101d4441d8\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/2022-global-customer-engagement-review\"}],\"style\":\"normal\"},{\"_key\":\"40ca36821d35\",\"_type\":\"block\",\"children\":[{\"_key\":\"38cd5059a026\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ready to convert your anonymous users to known users?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"01e773406241\",\"_type\":\"block\",\"children\":[{\"_key\":\"7021ec143964\",\"_type\":\"span\",\"marks\":[],\"text\":\"Converting anonymous users to known users starts by treating early interactions like the beginning of the customer journey—building relevance from what people do, asking for information at the right moments, and using consent and transparency as your guardrails.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"78e8561cbc90\",\"_type\":\"block\",\"children\":[{\"_key\":\"e86ade83bba2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Understand anonymous users through behavior\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e171b837218f\",\"_type\":\"block\",\"children\":[{\"_key\":\"86dc7e062467\",\"_type\":\"span\",\"marks\":[],\"text\":\"Each anonymous user leaves behind plenty of first-party signals that point to intent and friction. Sessions, browsing patterns, content consumed, search behavior, and interaction depth can show what someone wants, what's slowing them down, and where they're most likely to drop.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dfecacbd067e\",\"_type\":\"block\",\"children\":[{\"_key\":\"6919c6657fad\",\"_type\":\"span\",\"marks\":[],\"text\":\"This learning can happen without identification. It gives teams a way to improve engagement while staying privacy-first, because you're responding to what's happening across your owned digital touchpoints.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14894a354ca9\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9106266cb70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Know when and why to ask for information\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7599ff158d02\",\"_type\":\"block\",\"children\":[{\"_key\":\"83873d98aee0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The fastest way to lose trust is to ask for data before a user sees the gain for them is. Moving from anonymous to known has more impact when data collection is value-based, with a clear purpose and benefit for the user.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"458c1cb34b28\",\"_type\":\"block\",\"children\":[{\"_key\":\"95789af1cf2d\",\"_type\":\"span\",\"marks\":[],\"text\":\"That could mean capturing preferences to tailor content, offering account creation to save progress, or requesting an email address for order updates. Keep the request specific, and be clear about what changes for the customer once they share it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"787218a6c43e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d306969d48b8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Activate insights through engagement\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"72348aba4200\",\"_type\":\"block\",\"children\":[{\"_key\":\"6993a5d56561\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once you have behavioral signals, you can group anonymous users by what they care about and how they're engaging. \"},{\"_key\":\"1bc403c69f40\",\"_type\":\"span\",\"marks\":[\"5c4d7748022f\"],\"text\":\"Segmentation\"},{\"_key\":\"cc5c5737e471\",\"_type\":\"span\",\"marks\":[],\"text\":\" and triggered messaging let you respond to actions in real time, keeping outreach relevant without needing a fully known identity.\"}],\"markDefs\":[{\"_key\":\"5c4d7748022f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/segments/creating_a_segment\"}],\"style\":\"normal\"},{\"_key\":\"a4f8bfbf325d\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d5c9532aa74\",\"_type\":\"span\",\"marks\":[],\"text\":\"Contextual interactions can happen inside the experiences people are already using, such as in-browser prompts or in-app messages that reflect the page they're on or the content they just consumed.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"795511964b1e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0776a3ae6483\",\"_type\":\"span\",\"marks\":[],\"text\":\"Convert anonymous users into known users\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"634354ecd87e\",\"_type\":\"block\",\"children\":[{\"_key\":\"658e65588848\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conversion is rarely a single moment. Progressive identification—also known as identity resolution—builds trust over time, starting with low-friction opt-ins, then deeper signals like account creation, loyalty enrollment, or profile enrichment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d4149e3cb5c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1dcd8808449\",\"_type\":\"span\",\"marks\":[],\"text\":\"Make opt-ins consent-based and transparent. Let users choose which channels they want to hear from (email, SMS, push) and be clear about what each will be used for. This respects user preferences and builds trust through transparency.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8f3abff59a2f\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a964403c362\",\"_type\":\"span\",\"marks\":[],\"text\":\"Known user status should unlock something a customer actually wants, such as a smoother experience across devices, faster checkout, saved favorites, more relevant recommendations, or access to member benefits.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"368f82678846\",\"_type\":\"block\",\"children\":[{\"_key\":\"47fbcf3385f1\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you want a concrete way to turn this framework into campaigns, the Braze Inspiration Guide includes a customizable template for nudging anonymous users through account creation. 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Learn what they are, why they matter, and how to convert them into known customers.\",\"pageTitle\":\"What Are Anonymous Users? 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Are you prioritizing real-time personalization and mobile engagement, or standardizing marketing execution inside a broader CRM ecosystem?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"18f29e6dc6a2\",\"_type\":\"block\",\"children\":[{\"_key\":\"258ab1d7030e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Both platforms support cross-channel messaging and marketing automation, but they’re built with different strengths in mind. The right pick depends on your channels, your data setup, and how your team prefers to build and run journey orchestration.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c071a367c004\",\"_type\":\"block\",\"children\":[{\"_key\":\"25a99bef5619\",\"_type\":\"span\",\"marks\":[],\"text\":\"Short on time? Here’s a quick summary:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f1118727d84d\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a1f05179ee3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze is typically chosen for real-time, mobile-first lifecycle messaging that teams can iterate quickly.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ad69d790c983\",\"_type\":\"block\",\"children\":[{\"_key\":\"04bd54f61130\",\"_type\":\"span\",\"marks\":[],\"text\":\"Salesforce is typically chosen when marketing execution needs to live inside a Salesforce-standardized ecosystem with CRM-connected workflows, governance, and partner support.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2f6785cf962\",\"_type\":\"block\",\"children\":[{\"_key\":\"d434612b7a85\",\"_type\":\"span\",\"marks\":[],\"text\":\"Salesforce has both legacy and next-gen versions of their marketing products, making it difficult for companies to understand if there’s feature parity across all versions and editions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d331953a9ecf\",\"_type\":\"block\",\"children\":[{\"_key\":\"6de6dc1daf4a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why this comparison matters\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e4e960b23a74\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd7ce6ea8679\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze and Salesforce are both leaders in customer engagement and marketing automation. They’re also built for different use cases and technical capabilities, so the same feature list can feel very different when put to use in the real world.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"da225c9790e9\",\"_type\":\"block\",\"children\":[{\"_key\":\"f290862304c7\",\"_type\":\"span\",\"marks\":[],\"text\":\"A useful evaluation looks at how each platform supports your workflows, your data model, and your resourcing. That includes how quickly you can act on customer behavior, how you handle mobile engagement, and how much effort it takes to build and maintain journey orchestration.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7240a8692f48\",\"_type\":\"block\",\"children\":[{\"_key\":\"11aac61a5690\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze vs Salesforce Marketing Cloud: A quick comparison\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b9f390b5e002\",\"_type\":\"block\",\"children\":[{\"_key\":\"45663a9010be\",\"_type\":\"span\",\"marks\":[],\"text\":\"This table gives you a quick way to compare Braze vs Salesforce Marketing Cloud on the factors that shape day-to-day reality—who each platform fits best, ease of use, how pricing is typically structured, and how long setup can take.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47bae0df5337\",\"_type\":\"customTable\",\"headers\":{\"firstColumnIsHeader\":true,\"firstRowIsHeader\":true},\"table\":{\"rows\":[{\"_key\":\"8eac73b8-16bf-4304-9523-0e94a4e66de9\",\"_type\":\"tableRow\",\"cells\":[\"\",\"Braze\",\"Salesforce Marketing Cloud\"]},{\"_key\":\"8aff51ef-6f19-46c6-acde-430faff600e3\",\"_type\":\"tableRow\",\"cells\":[\"Best for\",\"Real-time, mobile-first engagement for digital-native brands\",\"Multi-cloud, Marketing automation built to work closely with Salesforce CRM and Salesforce products\"]},{\"_key\":\"fca5fad7-97ed-45e3-9c39-017640335fbd\",\"_type\":\"tableRow\",\"cells\":[\"Ease of use\",\"Generally easier for lean teams to run day to day\",\"Can take more specialized skills and admin support\"]},{\"_key\":\"4a729c47-0b1e-43ae-b131-7bf0bb479d70\",\"_type\":\"tableRow\",\"cells\":[\"Pricing model\",\"Value-based pricing based on Platform Editions, monthly active users (MAUs), and Flexible Credits (channel volume and Al use\",\"Packaged edition pricing with add-ons across the Salesforce suite, depending on products and capabilities\"]},{\"_key\":\"164f6e01-4801-49d5-863a-3e3fb0f07108\",\"_type\":\"tableRow\",\"cells\":[\"Setup time\",\"Often faster to get live, depending on data readiness and channels\",\"Can be longer, especially with complex org needs and integrations\"]}]}},{\"_key\":\"0de8a74e6b7a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a99934544e0e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze strengths: Real-time engagement and mobile mastery\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5db111807c6f\",\"_type\":\"block\",\"children\":[{\"_key\":\"480d4c50da14\",\"_type\":\"span\",\"marks\":[\"7bc26891118d\"],\"text\":\"Braze is built for teams that want customer engagement to react in the moment.\"},{\"_key\":\"02d899e23665\",\"_type\":\"span\",\"marks\":[],\"text\":\" When someone browses, abandons, upgrades, churns, or comes back, Braze is designed to turn that behavior into cross-channel messaging quickly, with the right context attached.\"}],\"markDefs\":[{\"_key\":\"7bc26891118d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/overview\"}],\"style\":\"normal\"},{\"_key\":\"04678a9ef88a\",\"_type\":\"block\",\"children\":[{\"_key\":\"45149bc76a9f\",\"_type\":\"span\",\"marks\":[],\"text\":\"For teams comparing Braze vs Salesforce Marketing Cloud, these are the strengths that tend to stand out:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7708255bbb9a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e54a16565122\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Real-time data access: \"},{\"_key\":\"a8d88d89b5e6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Data that is ingested in Braze is designed to be available for use in real time after it has been accepted. This means direct use in campaigns, segmentation, and canvases across multiple channels.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb126caf9a24\",\"_type\":\"block\",\"children\":[{\"_key\":\"c35f7de11463\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mobile engagement that’s native, not bolted on: \"},{\"_key\":\"42cd52ae6e42\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push and in-app are core channels, which helps mobile-first brands coordinate experiences without extra complexity.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f47511d67ca\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ab95bf22cd3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Cross-channel messaging that stays connected: \"},{\"_key\":\"357ddbd73094\",\"_type\":\"span\",\"marks\":[],\"text\":\"Orchestrate touchpoints across push, in-app, email, and SMS, so customers don’t get fragmented experiences across channels.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"29efff9e6655\",\"_type\":\"block\",\"children\":[{\"_key\":\"d34f29e9fd29\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Journey orchestration built for iteration: \"},{\"_key\":\"a18691a0d9bc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Build, test, and refine journeys without heavy admin overhead, which helps smaller teams move faster.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bdd82b6c6696\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa9219ee956e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Automation tied to timing and intent: \"},{\"_key\":\"18e74461f691\",\"_type\":\"span\",\"marks\":[],\"text\":\"Trigger messages based on what customers do, and when they do it, rather than relying on static schedules.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9661e6deb87c\",\"_type\":\"block\",\"children\":[{\"_key\":\"5b096c164275\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Reusable templates and content blocks for faster campaign builds: \"},{\"_key\":\"6c86795a8f7f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create on-brand messages efficiently, then personalize at send time without rebuilding every variant.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"41e1b1a604b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"c50c6cd4a524\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Integrations that fit modern stacks: \"},{\"_key\":\"819a11e34626\",\"_type\":\"span\",\"marks\":[],\"text\":\"Connect Braze with your existing tools and data sources, so customer data can flow into engagement and reporting, including setups that use a customer data platform.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6c346dcbefba\",\"_type\":\"block\",\"children\":[{\"_key\":\"2815c0f79d5a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"AI decisioning for 1:1 optimization: \"},{\"_key\":\"8adac13b77c8\",\"_type\":\"span\",\"marks\":[],\"text\":\"With \"},{\"_key\":\"3e386368026e\",\"_type\":\"span\",\"marks\":[\"be9665f15271\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"24f029e2541e\",\"_type\":\"span\",\"marks\":[],\"text\":\", teams can use AI decisioning agents to test and optimize choices like message, offer, channel, and timing at the individual level, using first-party signals.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"be9665f15271\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\"}],\"style\":\"normal\"},{\"_key\":\"872eba9b5f26\",\"_ref\":\"fb3abe7c-8846-45bc-a18c-3bf45befe925\",\"_type\":\"testimonialReference\"},{\"_key\":\"65a762c3fdc8\",\"_type\":\"block\",\"children\":[{\"_key\":\"340215d3746a\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI decisioning with BrazeAI Decisioning Studio™\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8cf97afba548\",\"_type\":\"block\",\"children\":[{\"_key\":\"d6e90bea7212\",\"_type\":\"span\",\"marks\":[],\"text\":\"BrazeAI Decisioning Studio™ (formerly OfferFit by Braze) is designed to run decisioning across your engagement programs, using AI decisioning agents to learn what works for each customer over time. 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If your evaluation is centered on consolidating around the Salesforce ecosystem, or you want marketing execution to sit inside a single multi-cloud operating model, that can change what “best” looks like.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc52e32b0470\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e6f93ba4d7e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are the limitations to consider as you compare Braze vs Salesforce Marketing Cloud:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"49fe179514d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"54a0a52c07d2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Salesforce-standardized environments may prefer a single-vendor model: \"},{\"_key\":\"434ffd8744d5\",\"_type\":\"span\",\"marks\":[],\"text\":\"If your organization is aligned around Salesforce across teams and clouds, keeping everything within that ecosystem can simplify procurement, governance, and internal alignment.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3bd77e0348bf\",\"_type\":\"block\",\"children\":[{\"_key\":\"e47f15c56bc9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Complex approval and access rules can slow early rollout: \"},{\"_key\":\"a4739541d781\",\"_type\":\"span\",\"marks\":[],\"text\":\"If your organization needs lots of sign-off steps, tight user permissions, or coordination across multiple teams or regions, it can take longer to get programs live and start seeing results.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8fe7ce3cbf1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"2bd4b0f80638\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Data readiness still matters: \"},{\"_key\":\"ebc3bd0b9f0f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-time engagement depends on reliable events, identity mapping, and consent. 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If your teams already work inside Salesforce, that ecosystem alignment can shape everything from data access to reporting, governance, and cross-team collaboration.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"83642a0cd58d\",\"_type\":\"block\",\"children\":[{\"_key\":\"85fa4600b91a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are the strengths that tend to stand out in a Braze vs Salesforce Marketing Cloud comparison:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4cac81d7c2aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"f71edd13e539\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Multi-cloud ecosystem alignment: \"},{\"_key\":\"7fad4e452843\",\"_type\":\"span\",\"marks\":[],\"text\":\"Salesforce Marketing Cloud connects closely with Salesforce products and data, which can reduce friction for brands that focus on B2B use cases.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6b81b5fdbb57\",\"_type\":\"block\",\"children\":[{\"_key\":\"bdf901b0d25c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"CRM-integrated marketing automation: \"},{\"_key\":\"f2696f26d71f\",\"_type\":\"span\",\"marks\":[],\"text\":\"If your marketing needs to connect closely with Salesforce CRM data and sales workflows, that integration can be a real advantage, especially for B2B brands.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"18621038b8d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"8b575df50eac\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Customer support workflows: \"},{\"_key\":\"787001371a78\",\"_type\":\"span\",\"marks\":[],\"text\":\"Salesforce Marketing Cloud support kicking off a service ticket in a service cloud, making it easier for teams to handle.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"da90247ac884\",\"_type\":\"block\",\"children\":[{\"_key\":\"9eaae52578b7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Governance and permissions built for complex orgs: \"},{\"_key\":\"e9aba8a78c4b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Role-based access, approvals, and structured controls can work well when multiple teams need shared visibility without shared editing rights.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"56d299a22f5f\",\"_type\":\"block\",\"children\":[{\"_key\":\"9f247e0a451b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Large services and partner ecosystem: \"},{\"_key\":\"408ddf77b399\",\"_type\":\"span\",\"marks\":[],\"text\":\"As it typically requires agencies, consultants, or system integrators to build and maintain programs, Salesforce has a mature ecosystem to support that model.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6755297d7be0\",\"_type\":\"block\",\"children\":[{\"_key\":\"630836ab882f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Standardization across teams: \"},{\"_key\":\"9ecb1807f478\",\"_type\":\"span\",\"marks\":[],\"text\":\"For organizations consolidating tools and processes, Salesforce Marketing Cloud can support a unified approach to templates, reporting, and operational practices.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7bb09f19917d\",\"_type\":\"block\",\"children\":[{\"_key\":\"4c7a5bc2414a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"AI-driven personalization for digital experiences: \"},{\"_key\":\"abfa9f759a01\",\"_type\":\"span\",\"marks\":[],\"text\":\"Salesforce offers Einstein Personalization and Marketing Cloud Personalization capabilities focused on real-time personalization and recommendations for digital experiences, within the Salesforce ecosystem.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5666b4a08390\",\"_type\":\"block\",\"children\":[{\"_key\":\"a30d90caf1e5\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI personalization and decisioning in Salesforce\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"02d98fa6042e\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea54ac48a75b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Salesforce’s AI personalization capabilities are commonly associated with Einstein Personalization and Marketing Cloud Personalization (formerly Interaction Studio). These offerings focus on real-time personalization and AI-driven decisioning for digital experiences, including web personalization and recommendations, with packaging and availability shaped by your Salesforce products and setup.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d5f90ed0f5d\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a3bc5d873ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"For teams operating inside a Salesforce multi-cloud ecosystem, that can be a way to connect personalization to Salesforce data and workflows. The key evaluation question is where you want AI decisions to show up (web, app, email, service workflows), and how much flexibility you need to optimize decisions like timing, channel, and offer selection inside your engagement programs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ba76ea1f3d72\",\"_type\":\"block\",\"children\":[{\"_key\":\"09a17419e95a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Salesforce Marketing Cloud limitations\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"588dda9ed406\",\"_type\":\"block\",\"children\":[{\"_key\":\"dda89c5c58ef\",\"_type\":\"span\",\"marks\":[],\"text\":\"Salesforce Marketing Cloud, both legacy and next generation versions, can be a strong option when your marketing stack is built around Salesforce, but it can feel heavy if your team wants speed, simplicity, and frequent iteration without specialist support.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"198a95774239\",\"_type\":\"block\",\"children\":[{\"_key\":\"e893bf96d3c4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are the limitations to weigh up in a Braze vs Salesforce comparison:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"41cbdee65ab5\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c04307deb0a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Setup can take longer: \"},{\"_key\":\"768f54e6125e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Implementations often involve more moving parts across data, permissions, integrations, and internal governance, which can extend timelines.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"668a9c81b171\",\"_type\":\"block\",\"children\":[{\"_key\":\"fed2b8e1b811\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Steeper learning curve for day-to-day teams: \"},{\"_key\":\"33f35b0b9f30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Many marketers need enablement to run programs confidently, especially when workflows span multiple studios, products, or business units.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"745840a959af\",\"_type\":\"block\",\"children\":[{\"_key\":\"560bca4dc814\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Specialist resourcing is common: \"},{\"_key\":\"b8679a714595\",\"_type\":\"span\",\"marks\":[],\"text\":\"Organizations often rely on Salesforce-certified admins, consultants, or system integrators for build, maintenance, and change management.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"54850b0f8310\",\"_type\":\"block\",\"children\":[{\"_key\":\"32419117cc0e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Iteration can be slower: \"},{\"_key\":\"bcf3637af120\",\"_type\":\"span\",\"marks\":[],\"text\":\"If changes require admin time, partner tickets, or cross-team coordination, test-and-learn cycles can stretch out.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a32521698c9b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b5e2a2bc5cd4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mobile engagement can require extra coordination: \"},{\"_key\":\"92ae16118394\",\"_type\":\"span\",\"marks\":[],\"text\":\"For mobile-first use cases, execution can depend on how your Salesforce products are packaged and integrated, plus how closely marketing and product teams work together.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d4a03f03f14\",\"_type\":\"block\",\"children\":[{\"_key\":\"1945c6140a2e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Convergence of multiple products may be risky\"},{\"_key\":\"9bad3c426ad7\",\"_type\":\"span\",\"marks\":[],\"text\":\"For existing customers using legacy marketing cloud products, adding on next generation products and running them together may cause operational burden\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d61fb2ab19a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1fff48dd257\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze vs Salesforce features: A head-to-head comparison\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"fb76bac20f9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"abf607c18cbc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Feature checklists can look similar on paper, so it helps to compare how each platform supports the work your team needs to do—real-time personalization, mobile engagement, journey orchestration, and cross-channel messaging. If you use a customer data platform today, pay close attention to how each option activates audiences and events into live programs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ddda5fa231d0\",\"_type\":\"customTable\",\"headers\":{\"firstColumnIsHeader\":true,\"firstRowIsHeader\":true},\"table\":{\"rows\":[{\"_key\":\"d99ce45a-59d6-4d12-b564-f4387227268e\",\"_type\":\"tableRow\",\"cells\":[\"Capability\",\"Braze\",\"Salesforce Marketing Cloud\",\"Questions to ask\"]},{\"_key\":\"f2fa6b8a-bf90-49bd-a31a-c7b97eeb05a8\",\"_type\":\"tableRow\",\"cells\":[\"Real-time personalization\",\"Strong real-time activation tied to customer behavior and context\",\"Personalization options, often shaped by how your Salesforce stack is configured\",\"Do you need messages to react instantly to behavior, or is schedule and segmented targeting enough?\"]},{\"_key\":\"eb8da7ed-723d-436e-a849-5ac6ed18bca1\",\"_type\":\"tableRow\",\"cells\":[\"Mobile engagement\",\"Mobile-first with push and in-app as core channels\",\"Mobile capabilities available, often alongside wider Salesforce tooling\",\"Is mobile a primary growth channel, and do you rely heavily on push and in-app?\"]},{\"_key\":\"c2415083-4337-4e67-b5f4-729cc4d4acbe\",\"_type\":\"tableRow\",\"cells\":[\"Journey orchestration\",\"Built for rapid iteration across channels\",\"Orchestration, with complexity rising as workflows span more products and teams\",\"Who builds and maintains journeys, and how often do you expect to change them?\"]},{\"_key\":\"73939a80-942e-4bda-9f43-6714fb098bea\",\"_type\":\"tableRow\",\"cells\":[\"Cross-channel messaging\",\"Designed for connected experiences across channels\",\"Supports multiple channels but marketing cloud was built as an ESP\",\"How important is it to coordinate messages across channels so they don't overlap or conflict?\"]},{\"_key\":\"c2965f54-0e77-4753-b35e-8e4b471e1090\",\"_type\":\"tableRow\",\"cells\":[\"Customer data platform fit\",\"Integrates with many data tools and sources to activate customer context\",\"Connects to Salesforce data systems\",\"Where does your customer data live today, and how easily can you activate it for campaigns?\"]},{\"_key\":\"abc36c5b-ece0-4907-8d0e-681129b6f9c0\",\"_type\":\"tableRow\",\"cells\":[\"Marketing automation\",\"Flexible automation tied to behavior and lifeccle events\",\"Automation with deep Salesforce ecosystem options\",\"Are you automating around lifecycle behavior, account workflows, or both?\"]},{\"_key\":\"13c0571e-c528-4a32-9111-9e0f3bd677fc\",\"_type\":\"tableRow\",\"cells\":[\"Integrations and ecosystem\",\"Integrates into modern stacks and analytics tools\",\"Focused on Salesforce-native integrations and partner ecosystem\",\"Are you standardizing on one platform, or connecting multiple tools across your stack?\"]},{\"_key\":\"a80cc895-5bbc-425d-8ee5-dd7a85bf227a\",\"_type\":\"tableRow\",\"cells\":[\"Reporting and analytics\",\"Journey and engagement reporting geared to lifecycle team\",\"Reporting often aligned to Salesforce ecosystem and organizational requirements\",\"What does \\\"success\\\" reporting look like for your team: engagement, revenue, retention, or CRM outcomes?\"]},{\"_key\":\"51ff2199-253c-4b02-a37a-ee39d165df6d\",\"_type\":\"tableRow\",\"cells\":[\"Admin and governance\",\"Built to be manageable without heavy admin overhead, even as programs scale\",\"Built for structured access, approvals, and admin control across teams, especially in Salesforce-standardized setups\",\"Do you have dedicated admins, and how strict are your permission and approval needs?\"]},{\"_key\":\"59f3b683-593e-43cb-b562-f8e4f4e8ade9\",\"_type\":\"tableRow\",\"cells\":[\"Customer support and services\",\"Direct vendor support plus training resources\",\"Large partner ecosystem; support experience can vary by plan and partner\",\"Will you run this in-house, or rely on agencies and integrators for build and maintenance?\"]},{\"_key\":\"3871bb81-1b20-41e7-84b1-99b72fd3c979\",\"_type\":\"tableRow\",\"cells\":[\"Al decisioning and experimentation\",\"BrazeAl Decisioning Studio™ uses Al decisioning agents and reinforcement learning to optimize decisions like channel, message, offer, timing, and frequency.\",\"Salesforce's personalization capabilities include Marketing Cloud Personalization (formerly Interaction Studio) and Einstein Personalization, focused on real-time personalization and Al-driven decisioning for digital experiences.\",\"Which choices do you want Al to optimize (content, offer, channel, timing), and where do you need those decisions to show up (mobile, email, web, service, and sales workflows)?\"]}]}},{\"_key\":\"8282ff762c46\",\"_ref\":\"69d2c02c-b72c-4b72-a604-c2ffc12ccc37\",\"_type\":\"testimonialReference\"},{\"_key\":\"6d9b4ad189cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f07469a69c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze vs Salesforce pricing: Total cost of ownership (TCO)\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6fb35a5b257f\",\"_type\":\"block\",\"children\":[{\"_key\":\"950593f1d0d5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pricing is hard to compare because the two models are built differently. Salesforce publishes pricing for specific editions, while Braze uses a value-based pricing model designed to scale with the value you’re getting from active engagement, your platform edition, and your channel and AI usage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6fe16d52294e\",\"_type\":\"block\",\"children\":[{\"_key\":\"37ee63ab57d0\",\"_type\":\"span\",\"marks\":[\"649bc41b15db\"],\"text\":\"Salesforce publishes list pricing\"},{\"_key\":\"037566a9817a\",\"_type\":\"span\",\"marks\":[],\"text\":\" for several Marketing Cloud offerings, including Marketing Cloud Engagement tiers like Marketing Cloud Next Advanced Edition, to “grow customer relationships and close deals faster with agentic marketing”, priced at $3,250 a month per organisation. The options extend right up to their AI decisioning and web personalization offering, Einstein Personalization, at $96,000 annually.\"}],\"markDefs\":[{\"_key\":\"649bc41b15db\",\"_type\":\"link\",\"href\":\"https://www.salesforce.com/uk/marketing/pricing/\"}],\"style\":\"normal\"},{\"_key\":\"01f41361588a\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1f3f5154f81\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze does not publish list pricing, preferring to talk with customers directly to quote for their exact requirements, which can be different for each business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d7dd841701f\",\"_type\":\"customTable\",\"headers\":{\"firstColumnIsHeader\":true,\"firstRowIsHeader\":true},\"table\":{\"rows\":[{\"_key\":\"759e04af-76db-4140-a018-2560387b52dd\",\"_type\":\"tableRow\",\"cells\":[\"Pricing factor\",\"Salesforce Marketing Cloud\",\"Braze\"]},{\"_key\":\"71018254-62a9-4f1f-88fc-1b433cf8052d\",\"_type\":\"tableRow\",\"cells\":[\"Entry-level pricing\",\"Published list pricing varies by product/edition. 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Braze does not charge seat-based fees for adding team members.\"]}]}},{\"_key\":\"4b3a7015d662\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c390c055b5f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Total cost of ownership is the full cost of running a platform over time, beyond the license line item. These factors usually shape the real number:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ddb71f148e1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"cae764bc7f5f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pricing model and what drives cost\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"0dd30bc82978\",\"_type\":\"block\",\"children\":[{\"_key\":\"be430acc3935\",\"_type\":\"span\",\"marks\":[],\"text\":\"Some platforms scale primarily with usage (messages, profiles, channels, data volume). Others scale through plans, add-ons, and packaged capabilities. Ask whether pricing is tied to active engagement or total database size, and whether adding team members changes your costs. Also ask how AI features are packaged and measured, since some platforms price advanced decisioning and personalization as a separate product or add-on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c420dab63b1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"adae639c5fd8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Implementation and integration effort\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"bb816055528c\",\"_type\":\"block\",\"children\":[{\"_key\":\"766ea11f676c\",\"_type\":\"span\",\"marks\":[],\"text\":\"The cost of connecting data sources, setting up identity, configuring channels, and establishing governance can be as significant as the platform itself, especially if you rely on partners.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0484013e9e3c\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e8e9a2546fc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. People and admin overhead\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"8b7ebc7a8bf9\",\"_type\":\"block\",\"children\":[{\"_key\":\"e56d68aadd7f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Consider who will own the platform day to day. If the platform needs specialist admins or frequent partner support, that shows up in ongoing cost.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e8f41245d69\",\"_type\":\"block\",\"children\":[{\"_key\":\"e7474dbd446b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Time to launch, test, and improve\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"9f254634ced9\",\"_type\":\"block\",\"children\":[{\"_key\":\"707fb5a94653\",\"_type\":\"span\",\"marks\":[],\"text\":\"Slower iteration has a cost. If every change requires tickets, approvals, or specialist work, it affects how quickly you can respond to customer behavior and business priorities.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c3270d873548\",\"_type\":\"block\",\"children\":[{\"_key\":\"6dd5061cf5be\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Training and ongoing enablement\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"1ef01f1b843a\",\"_type\":\"block\",\"children\":[{\"_key\":\"f3432cff6969\",\"_type\":\"span\",\"marks\":[],\"text\":\"Platforms that are easier to learn can reduce onboarding time and make it easier to scale best practices across teams.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b1c4377b42aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"74f42970effd\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. Scale and complexity over time\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"4932b6cfc1ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"7233036bd623\",\"_type\":\"span\",\"marks\":[],\"text\":\"More channels, more brands, more regions, more business units, and stricter governance all add operational cost. The right question is how predictable that cost feels as you grow.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"628add39f0ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e5106eff19f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use case scenarios: Which platform for which business?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d98344c76b8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f19c11c68e65\",\"_type\":\"span\",\"marks\":[],\"text\":\"The fastest way to choose between Braze vs Salesforce Marketing Cloud is to start with your most common use cases, then work backward to the platform strengths that support them. 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Braze is commonly shortlisted for real-time personalization and mobile engagement, where messages need to react quickly to customer behavior. 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The platform with lower operational overhead often does.\"]}]}},{\"_key\":\"43c9d0277f54\",\"_type\":\"block\",\"children\":[{\"_key\":\"eaeff1e4d08f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Choosing between Salesforce Marketing Cloud and Braze comes down to your business needs, your existing tech stack, and how your team runs customer engagement day to day.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7cfac8f4ecdb\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a9107858eeb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Salesforce Marketing Cloud is commonly shortlisted by organizations standardizing on a Salesforce multi-cloud ecosystem and wanting marketing automation closely connected to Salesforce CRM workflows. It can support complex, multi-channel programs, especially when you have the internal resources, partner support, or governance model to manage a larger stack.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"93e7d0dcccc1\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8c5a0eb59eb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze is commonly shortlisted by teams prioritizing mobile engagement and real-time personalization, where behavior-triggered communications and rapid iteration matter. It tends to resonate with digital-native brands that want to move quickly, coordinate cross-channel messaging, and act on customer context as it changes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cf7ae6ef8187\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1a1bcee61e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In both cases, strong evaluations look at more than features. 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If those fundamentals are clear, either platform can support a strong customer engagement strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"736401d6728d\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"a9b3436e10a8\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Click here\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/get-started\"}}],\"body\":[{\"_key\":\"0da19e4f2901\",\"_type\":\"block\",\"children\":[{\"_key\":\"60a1663c3c49\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start a free trial today.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"heading\":\"See how Braze empowers brands with real-time, mobile-first engagement—without the complexity of multi-cloud platforms.\"}],\"categories\":{\"industries\":null,\"productFeatures\":null,\"regions\":null,\"technologyPartnerTypes\":null,\"topics\":[{\"_id\":\"imported-craft-486\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Customer Engagement\"},{\"_key\":\"fr\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Engagement client\"},{\"_key\":\"pt-br\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Engajamento do cliente\"},{\"_key\":\"ja\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"カスタマーエンゲージメント\"},{\"_key\":\"ko\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"고객 참여\"}],\"slug\":{\"current\":\"customer-engagement\"}}],\"useCases\":null},\"excerpt\":\"Compare Braze vs Salesforce on real-time personalization, mobile engagement, journey orchestration, and TCO to choose the right fit.\",\"faqs\":{\"heading\":\"Frequently Asked Questions\",\"items\":[{\"_key\":\"520bc0200183\",\"_type\":\"accordionItem\",\"body\":[{\"_key\":\"2ac88f70bbea\",\"_type\":\"block\",\"children\":[{\"_key\":\"7fbaf48775c5\",\"_type\":\"span\",\"marks\":[],\"text\":\"The main difference between Braze and Salesforce Marketing Cloud lies in their core focus: Braze is designed for real-time customer engagement and mobile-first messaging, allowing for quick, behavior-triggered communications. In contrast, Salesforce Marketing Cloud is built to facilitate marketing automation that integrates closely with Salesforce CRM and a broader multi-cloud ecosystem, emphasizing structured workflows and governance.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"includeInLlmsTxt\":true,\"title\":\"What's the main difference between Braze and Salesforce Marketing Cloud?\"},{\"_key\":\"03fab3143ba3\",\"_type\":\"accordionItem\",\"body\":[{\"_key\":\"b34c26abc726\",\"_type\":\"block\",\"children\":[{\"_key\":\"97efd7f23479\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze is often preferred for mobile engagement when push notifications and in-app messaging play a central role in the customer experience. Salesforce Marketing Cloud can support mobile programs too, but many teams evaluate it primarily for CRM-connected workflows and multi-cloud alignment rather than mobile-first execution.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"includeInLlmsTxt\":true,\"title\":\"Is Braze or Salesforce better for mobile engagement?\"},{\"_key\":\"6d1241a0b2f4\",\"_type\":\"accordionItem\",\"body\":[{\"_key\":\"ae42aa679beb\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b332f9c6c09\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze and Salesforce use different pricing models, so the cleanest comparison starts with what drives cost. Salesforce publishes pricing for specific Marketing Cloud editions, while Braze uses value-based pricing based on Platform Editions, MAUs, and Flexible Credits tied to channel volume and AI usage. For an accurate comparison, align assumptions on active audience size, channels, messaging frequency, and implementation support.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"includeInLlmsTxt\":true,\"title\":\"How do Braze and Salesforce compare on pricing?\"},{\"_key\":\"027859904059\",\"_type\":\"accordionItem\",\"body\":[{\"_key\":\"d0ef24de425c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b08408bb9cf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Yes, you can use Braze and Salesforce together. A common setup is using Salesforce CRM for account management and sales workflows, while Braze runs real-time customer engagement and cross-channel messaging, depending on how data flows and ownership are set up internally.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"includeInLlmsTxt\":true,\"title\":\"Can I use Braze and Salesforce together?\"},{\"_key\":\"1ac3b399207d\",\"_type\":\"accordionItem\",\"body\":[{\"_key\":\"82293174eb77\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d890a58c7a8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze is frequently evaluated for real-time personalization when teams want behavior-triggered messaging and journeys that respond quickly to customer actions. Salesforce Marketing Cloud supports personalization too, but how “real time” it feels in practice often depends on your Salesforce ecosystem setup, data flows, and the products you’re using alongside it.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"includeInLlmsTxt\":true,\"title\":\"Is Braze or Salesforce better for real-time personalization?\"},{\"_key\":\"601b603ea1df\",\"_type\":\"accordionItem\",\"body\":[{\"_key\":\"c4b1027da1a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"52c9d80a8afc\",\"_type\":\"span\",\"marks\":[],\"text\":\"For smaller teams, the difference often comes down to resourcing. Braze is frequently chosen when marketers want to move quickly without relying on specialist admin support for every change, while Salesforce Marketing Cloud can require more dedicated Salesforce skills, partner help, or internal admin capacity depending on how it’s implemented.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dd0075b8307e\",\"_type\":\"block\",\"children\":[{\"_key\":\"572ec4e906eb\",\"_type\":\"span\",\"marks\":[],\"text\":\"For larger organizations, both platforms can support scale. The key distinction is operating model: Salesforce Marketing Cloud is often selected when marketing needs to run closely alongside Salesforce CRM and a broader Salesforce multi-cloud ecosystem, while Braze is often selected when teams want real-time personalization and mobile engagement at scale across channels, with faster iteration for lifecycle programs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a6fc1fe00c2f\",\"_type\":\"block\",\"children\":[{\"_key\":\"52e6b0060cb3\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\n\"}],\"markDefs\":[],\"style\":\"normal\"}],\"includeInLlmsTxt\":true,\"title\":\"How do the two platforms compare for small vs. large organizations?\"}]},\"featuredImage\":{\"_type\":\"image\",\"alt\":\"A smiling Black man looks at his phone with \\\"braze vs Salesforce\\\" written over a vibrant orange and pink background.\",\"asset\":{\"_ref\":\"image-3bc638a24227669389718172a95444c4bf5933d4-1920x1080-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"hasFAQs\":true,\"hideFromListing\":false,\"language\":\"en-us\",\"publicationDates\":{\"publishedAt\":\"2026-02-19T22:50:34.882Z\"},\"seo\":{\"includeInLlmsTxt\":true,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-62a3c98142ce651f68bf4bf929bafa1ddb58282a-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Compare Braze vs Salesforce on real-time personalization, mobile engagement, journey orchestration, and TCO to choose the right fit.\",\"pageTitle\":\"Braze vs Salesforce: A Buyer’s Comparison | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"braze-vs-salesforce-comparison\"}},\"showTableOfContents\":true,\"title\":\"Braze vs Salesforce: Which customer engagement platform is right for your business?\",\"tocHeadingDepth\":2},{\"_createdAt\":\"2026-02-19T20:07:16Z\",\"_id\":\"27dc24d8-5a78-476f-b37d-005fb1dcfd68\",\"_rev\":\"X3ypW52DS31c2RWLrrnhrp\",\"_system\":{\"base\":{\"id\":\"27dc24d8-5a78-476f-b37d-005fb1dcfd68\",\"rev\":\"Y8QZoboInSDuVJaGHHdNug\"}},\"_type\":\"blogPost\",\"_updatedAt\":\"2026-02-27T15:38:11Z\",\"author\":[{\"_id\":\"af8d090c-47dd-436b-9091-15d4b3315919\",\"bio\":[{\"_key\":\"01eeeaf6c708\",\"_type\":\"block\",\"children\":[{\"_key\":\"92e38b04c9e3\",\"_type\":\"span\",\"marks\":[],\"text\":\"“In a world older and more complete than ours they move finished and complete, gifted with extensions of the senses we have lost or never attained, living by voices we shall never 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model.\"}],\"markDefs\":[{\"_key\":\"3d005b3bc48d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/cross-channel-messaging/omnichannel-marketing-platform\"},{\"_key\":\"64e249e4de2d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\"}],\"style\":\"normal\"},{\"_key\":\"ab8fd607b1e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"691f5d8449ca\",\"_type\":\"span\",\"marks\":[],\"text\":\"This guide compares them across mobile marketing, \"},{\"_key\":\"ba88655709c8\",\"_type\":\"span\",\"marks\":[\"48c689e88bef\"],\"text\":\"real-time personalization\"},{\"_key\":\"69e49e9b398e\",\"_type\":\"span\",\"marks\":[],\"text\":\", integrations, implementation, and 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Here’s a quick overview:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77ab6429d33d\",\"_type\":\"block\",\"children\":[{\"_key\":\"33fc48b6d4e4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze is built for real-time, mobile-first lifecycle engagement with fast iteration.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"514a7fe90a4b\",\"_type\":\"block\",\"children\":[{\"_key\":\"94d5cb1c0971\",\"_type\":\"span\",\"marks\":[],\"text\":\"Adobe Experience Cloud is designed for suite-based, cross-team experience orchestration.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb5a78d273ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ce1a6904c3b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key differences come down to mobile strength, speed to launch, ease of iteration, and operating model.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e6524031c3da\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c8e1f6e59e5\",\"_type\":\"span\",\"marks\":[],\"text\":\"The right choice depends on channels, data readiness, governance needs, and time-to-value expectations.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"88866cfe321c\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbd8ffe748b6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why this comparison matters\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7187ea096601\",\"_type\":\"block\",\"children\":[{\"_key\":\"42bfb41e40a6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze and Adobe can both help you run engagement across channels, but marketers usually end up comparing Braze vs Adobe at different moments in their growth. Some teams are trying to speed up lifecycle messaging across push, in-app, email, and SMS. Others are looking for a platform that fits into a wider set of tools and processes that multiple teams already rely on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0314574d39c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"d528b287b43c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start with how the platform will run inside your organization. Look at what it takes to get live, how easy it is for marketers to update journeys once they’re running, and when you’ll need technical help or partner support. It also helps to check how each option fits with your data layer, especially if customer data platform (CDP) integration is part of your plan.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9854e06b5986\",\"_type\":\"block\",\"children\":[{\"_key\":\"05da65dcaef3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Adobe vs Braze comparison: Core strengths at a glance\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f0596c994cca\",\"_type\":\"block\",\"children\":[{\"_key\":\"3373fcbab291\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you want a quick snapshot for the team, the following focuses on what typically shapes the rollout and the day-to-day work—mobile strength, how fast teams can get live, ease of use, and how pricing is structured.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc38e71118da\",\"_type\":\"customTable\",\"headers\":{\"firstColumnIsHeader\":true,\"firstRowIsHeader\":true},\"table\":{\"rows\":[{\"_key\":\"c01e43eb-6797-4e05-b2a5-523bd36ff7ec\",\"_type\":\"tableRow\",\"cells\":[\"\",\"Braze\",\"Adobe Experience Cloud\"]},{\"_key\":\"7332b886-e881-46fa-a207-4a6293c83623\",\"_type\":\"tableRow\",\"cells\":[\"Best for\",\"Real-time, mobile-first engagement for B2C digital brands\",\"Suite-based customer experience programs across complex orgs\"]},{\"_key\":\"61cee68b-3c81-444c-a4a9-4550e2633172\",\"_type\":\"tableRow\",\"cells\":[\"Mobile strength\",\"Strong-push and in-app are core channels\",\"Strong, with capabilities shaped by which Adobe products you deploy\"]},{\"_key\":\"6323e7af-7f43-4aa2-a535-215029b8cfdf\",\"_type\":\"tableRow\",\"cells\":[\"Implementation speed\",\"Often faster for single-platform deployments; timing depends on data readiness and channels\",\"Varies by scope -multi-product deployments and governance can extend timelines\"]},{\"_key\":\"2196ae84-b905-4b7b-9142-2fc7eb2222d1\",\"_type\":\"tableRow\",\"cells\":[\"Ease of use\",\"Built for marketer-led builds and iteration\",\"Varies by product and team structure; some users cite a learning curve, while others highlight an intuitive journey builder\"]},{\"_key\":\"ab9c2142-339e-4dd9-bb36-67c7808c552e\",\"_type\":\"tableRow\",\"cells\":[\"Pricing model\",\"Value-based pricing model based on Platform Editions, Monthly Active Users (MAU), and Flexible Credits\",\"Packaged by product/edition, with pricing typically provided via quote; some products price on usage factors like profile volume (Real-Time CDP) and managed service tiers (Adobe Campaign)\"]}]}},{\"_key\":\"ba414f126e33\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea16878c136c\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Note: “Adobe Experience Cloud” can mean different product combinations in practice (for example, Adobe Journey Optimizer, Adobe Campaign, Marketo Engage, and Adobe Experience Platform), so implementation, ease of use, and pricing vary based on what’s included in your deployment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"49f88f21d1fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"ba0dd294103e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze: Real-time, mobile-first engagement for B2C digital brands\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7956db09354d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f130ba50c1d9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze works extremely well for B2C teams that need messaging to keep pace with customer behavior across the lifecycle. 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changes.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8fa033b4dc95\",\"_type\":\"block\",\"children\":[{\"_key\":\"079ee755a1ff\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Iteration cycles can slow down. \"},{\"_key\":\"bc5bcc7ef4d4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Approval layers, governance, and cross-team dependencies can make testing and updates take longer.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b92bdaede647\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc98bbf00832\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Total Cost of Ownership (TCO). \"},{\"_key\":\"3d0f26cad2f5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Can incur a higher TCO due to the complexity of its ecosystem, and often relies on specialized System Integrators (SIs) or Global System Integrators (GSIs) for effective deployment and 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Marketo is commonly used for nurture and automation programs for B2B. Braze is commonly evaluated for B2C lifecycle engagement across mobile and cross-channel messaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f38b97852c80\",\"_type\":\"block\",\"children\":[{\"_key\":\"285570fbf5d1\",\"_type\":\"span\",\"marks\":[],\"text\":\"During evaluation, compare:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77f7b8ea08da\",\"_type\":\"block\",\"children\":[{\"_key\":\"717803301a75\",\"_type\":\"span\",\"marks\":[],\"text\":\"What triggers journeys (lead stages, product behavior, lifecycle milestones)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4dfdeb96c102\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b89b86ea0dc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Which channels drive outcomes\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d72a6f1df9c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c9a0e34d44a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Who owns builds and ongoing optimization\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7d2f8fb3fd64\",\"_type\":\"block\",\"children\":[{\"_key\":\"70c830d7ce3c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Adobe Journey Optimizer (AJO) vs Braze\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7eaeff6faaea\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0bd7f770261\",\"_type\":\"span\",\"marks\":[],\"text\":\"Adobe Journey Optimizer (AJO) vs Braze is where you get specific about ownership, iteration speed, and how connected the day-to-day experience feels.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5ae3cd9a0024\",\"_type\":\"block\",\"children\":[{\"_key\":\"2089e29ecb78\",\"_type\":\"span\",\"marks\":[],\"text\":\"During evaluation, compare:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c083fed1edef\",\"_type\":\"block\",\"children\":[{\"_key\":\"9550afa53c71\",\"_type\":\"span\",\"marks\":[],\"text\":\"Who can build and change journeys without engineering\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"567aaf66ce4c\",\"_type\":\"block\",\"children\":[{\"_key\":\"2f96ff0b15d1\",\"_type\":\"span\",\"marks\":[],\"text\":\"How journeys respond to live customer behavior\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"09121bb83d1a\",\"_type\":\"block\",\"children\":[{\"_key\":\"29da975d7110\",\"_type\":\"span\",\"marks\":[],\"text\":\"How quickly updates go from idea to live experience\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd5108accb1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"114b1477f926\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-world use cases: When to choose each\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"49ee0f6d2560\",\"_type\":\"block\",\"children\":[{\"_key\":\"16c3d610495f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start with the customer moments you want to improve, then match them to the platform setup that will support your team. 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maintenance.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7db94742a4f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"35a25f3499f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Your engagement programs span multiple Adobe products\"},{\"_key\":\"cf796eec8fd5\",\"_type\":\"span\",\"marks\":[],\"text\":\", with shared governance and cross-team handoffs.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"32d6fa1bf283\",\"_type\":\"block\",\"children\":[{\"_key\":\"a65a26bf7b0a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pricing and total cost of ownership\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4c8b4823ba5a\",\"_type\":\"block\",\"children\":[{\"_key\":\"08fb9702fb96\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pricing is hard to compare because the models are different, and the real spend includes more than the contract. 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As orchestration becomes more advanced, higher editions support more active Campaigns and Canvases and unlock access to advanced intelligence tools.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6f140a26869f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c35049e22425\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Monthly Active Users (MAU) (the audience dimension)\"},{\"_key\":\"79d69502529e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bills based on the size of the audience you are actively engaging, rather than total database size. This “activity-first” approach includes baked-in contact database entitlements for inactive or pre-engaged users based on your MAU.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5fef95ccfb32\",\"_type\":\"block\",\"children\":[{\"_key\":\"f38558902f19\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Flexible Credits (the volume dimension)\"},{\"_key\":\"f06bc9c63cea\",\"_type\":\"span\",\"marks\":[],\"text\":\"Covers the channels you use, messaging frequency, and the volume of AI invocations. More credits means more facilitated conversations or greater AI functionality.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ac6d0610c8f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd625ca5be2f\",\"_type\":\"span\",\"marks\":[],\"text\":\"This model is designed for predictability for teams focused on active engagement. It also avoids a “seat tax”, so you won’t be charged for adding team members.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"37665d451066\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bdf2a247302\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What drives Adobe cost\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9282b16bffc9\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c0f2ae08382\",\"_type\":\"span\",\"marks\":[],\"text\":\"Adobe pricing depends on which products are included, how the suite is packaged, and how much help you need to implement and operate it. Cost is usually shaped by:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47e187010de6\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b9b9def496a\",\"_type\":\"span\",\"marks\":[],\"text\":\"The number of Adobe products involved and how connected they need to be\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"72269a13cd57\",\"_type\":\"block\",\"children\":[{\"_key\":\"9dbdbb70cbdf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Implementation work across data, identity, governance, and approvals\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ddfd8f56bb6e\",\"_type\":\"block\",\"children\":[{\"_key\":\"beee6456ffad\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ongoing platform ownership, enablement, and cross-team coordination\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e83832c6433e\",\"_type\":\"block\",\"children\":[{\"_key\":\"fefe20b75a35\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What to compare beyond price\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"c3c99c51f0ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"61fb2a3cbca6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Total cost of ownership depends on more than the contract. These factors usually shape the full number:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ec795583e07c\",\"_type\":\"block\",\"children\":[{\"_key\":\"25780cb6c220\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Implementation and integration effort\"},{\"_key\":\"7132fecafe83\",\"_type\":\"span\",\"marks\":[],\"text\":\"Connecting data sources, mapping identity, configuring channels, and setting governance can carry significant cost, especially with partner support.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"db4e35d14b9d\",\"_type\":\"block\",\"children\":[{\"_key\":\"5613f87e02d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"People and admin overhead\"},{\"_key\":\"f2e19d2a110a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Be clear on who owns the platform day to day. If specialist admins or frequent partner support are required, that adds ongoing cost.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7cfda9bc3b42\",\"_type\":\"block\",\"children\":[{\"_key\":\"180580b4f88e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Speed of iteration\"},{\"_key\":\"ad47b2fdcf5d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Slow change cycles have a cost. If updates require long ticket queues or heavy coordination, it affects how quickly you can respond to customer behavior and business priorities.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f4b448c275d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"cac26a23d751\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Scale over time\"},{\"_key\":\"f6107853b375\",\"_type\":\"span\",\"marks\":[],\"text\":\"More channels, brands, regions, and business units add operational cost. The key question is how predictable that feels as you grow.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f0505df8b64\",\"_type\":\"block\",\"children\":[{\"_key\":\"a549bcea2aa9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Integration and ecosystem\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9bdbdbddf0a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"8418a449472b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your platform choice needs to work with the stack you already have—data, analytics, consent and preferences, measurement, and the systems that hold customer context.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"676a24208eec\",\"_type\":\"block\",\"children\":[{\"_key\":\"deba373fa5c5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze connects into modern stacks as the engagement and orchestration layer. Customer signals flow in from your data sources, then power segmentation, personalization, and cross-channel messaging. That usually includes CDP integration, data warehouses, and analytics tools that support reporting and experimentation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7de6a92e0830\",\"_type\":\"block\",\"children\":[{\"_key\":\"9066ac2ac94a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Adobe Experience Cloud is often used as a broader ecosystem, where engagement sits alongside Adobe tools for data, content, and analytics. For teams already standardized on Adobe, that alignment can simplify how systems connect and how work moves between teams.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8fe154586680\",\"_type\":\"block\",\"children\":[{\"_key\":\"38be3c821828\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Can you use Braze with Adobe tools?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0cb28ab2e88e\",\"_type\":\"block\",\"children\":[{\"_key\":\"17ed5c7adc76\",\"_type\":\"span\",\"marks\":[],\"text\":\"Yes. Many organizations use Adobe for parts of their experience stack and Braze for real-time customer engagement. One common setup keeps Adobe in place for analytics, content, or broader experience workflows, while Braze runs lifecycle messaging across channels based on customer behavior.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"941a6420b737\",\"_type\":\"block\",\"children\":[{\"_key\":\"faee04cb0b6e\",\"_type\":\"span\",\"marks\":[],\"text\":\"The key planning areas are data flow, identity matching, consent and preferences, and ownership—who manages integrations, who updates journeys, and how changes get deployed across both environments.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a2d5560dfb87\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e06cb5b7ec0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Implementation and time-to-value\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"585390aedb67\",\"_type\":\"block\",\"children\":[{\"_key\":\"6834456a9984\",\"_type\":\"span\",\"marks\":[],\"text\":\"Implementation speed depends on what you bring to the rollout—data, channel readiness, and clear ownership. 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If routine changes require partners or specialists, iteration slows down.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"978ff0106b80\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c179a05f751\",\"_type\":\"span\",\"marks\":[],\"text\":\"Map your first 60 to 90 days—what data must be live, which channels launch first, and which journeys need to ship early to prove impact.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9db97bab5526\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4d2b7e34d72\",\"_type\":\"span\",\"marks\":[],\"text\":\"Analytics, reporting, and insights\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2a5ec8d714b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"799817cadefa\",\"_type\":\"span\",\"marks\":[],\"text\":\"Reporting only matters if it helps teams make better decisions. You need to see what’s working, where journeys lose people, and which changes move the numbers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3a1b2cc56589\",\"_type\":\"block\",\"children\":[{\"_key\":\"957cd420ab75\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze reporting is geared toward lifecycle performance—how audiences move through journeys, how messages perform across channels, and where targeting, timing, or content updates improve results. It’s built to support frequent iteration, so teams can spot patterns and adjust quickly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d8c1bf2a50d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbfc501143d4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Adobe reporting depends on your product mix and how analytics is implemented across the suite. For organizations that want measurement shared across teams and workflows, Experience Cloud can support broader visibility, with results shaped by how data sources and tools are connected.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"568230e9df8b\",\"_type\":\"block\",\"children\":[{\"_key\":\"5da55e3d023d\",\"_type\":\"span\",\"marks\":[],\"text\":\"When you compare analytics, look at:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"99187b36c6f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"255980a26b8f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Journey-level visibility\"},{\"_key\":\"a109111be9ec\",\"_type\":\"span\",\"marks\":[],\"text\":\" without pulling lots of reports from lots of places\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fd4eff586925\",\"_type\":\"block\",\"children\":[{\"_key\":\"df8303f37e63\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Speed from insight to change\"},{\"_key\":\"e300043326cb\",\"_type\":\"span\",\"marks\":[],\"text\":\" in journeys and personalization\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fbf62b4392a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"5007213e74d7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Ownership and tooling\"},{\"_key\":\"72da89441f5c\",\"_type\":\"span\",\"marks\":[],\"text\":\", including who reports, where metrics live, and how teams act on them\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"66eea6277deb\",\"_type\":\"block\",\"children\":[{\"_key\":\"759287c4acde\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key takeaways and decision framework\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1e61a93ca3f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"26feef62f70e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Choosing between Braze vs Adobe usually comes down to how you run engagement—your primary channels, how quickly programs need to react to behavior, and how much you want to standardize across teams and tools.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4b8736876027\",\"_type\":\"block\",\"children\":[{\"_key\":\"54407817fcfc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start with these decision points:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"521263bb5d7e\",\"_type\":\"block\",\"children\":[{\"_key\":\"4bfbd926b6f6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Where customer engagement happens most\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b7349ac7db6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"87f3c116b68d\",\"_type\":\"span\",\"marks\":[],\"text\":\"If push and in-app are core channels, pay close attention to how each platform supports mobile-led journeys alongside email, SMS, and WhatsApp.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d2f6e0590290\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b88905c3c6e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. How fast journeys need to respond\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"cb78fa70e795\",\"_type\":\"block\",\"children\":[{\"_key\":\"b4caeb52123f\",\"_type\":\"span\",\"marks\":[],\"text\":\"List the moments that matter—first purchase, repeat purchase, churn risk, renewal, reactivation—then decide which ones need real-time responses versus scheduled messaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5fdb34f97a2d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f7572dd0be7d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. How your team makes changes\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"44472703c5be\",\"_type\":\"block\",\"children\":[{\"_key\":\"8ba954bef601\",\"_type\":\"span\",\"marks\":[],\"text\":\"Map who builds and updates journeys, how approvals work, and what kinds of updates require technical help. The day-to-day operating model matters as much as the platform.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd42eca960a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"c4f70037bb91\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. How personalization is managed at scale\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"3ce13448c33d\",\"_type\":\"block\",\"children\":[{\"_key\":\"25bbf7d47172\",\"_type\":\"span\",\"marks\":[],\"text\":\"Decide whether your approach relies on rules and segments, or whether you want AI to optimize choices like content, offer, channel, timing, and frequency at the individual level.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f1db22dad575\",\"_type\":\"block\",\"children\":[{\"_key\":\"73b37db049e2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. How your data layer connects to activation\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"f67844b87513\",\"_type\":\"block\",\"children\":[{\"_key\":\"72c15d6cffd1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Be clear on where customer data lives, what’s the source of truth, and how identity and consent are managed. If a CDP is part of your stack, confirm how cleanly that context flows into journeys.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"74bc19cf26dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"18dac7d65fad\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"6. What total cost looks like over 12 months\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"62831909e390\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0b80b38d0da\",\"_type\":\"span\",\"marks\":[],\"text\":\"Compare more than platform fees. Include implementation and integration effort, ongoing ownership, partner support, and the cost of slow iteration.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3439bf97bc11\",\"_type\":\"block\",\"children\":[{\"_key\":\"e6ee06b514e1\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"See why leading B2C brands choose Braze for faster, mobile-first engagement. Request a demo today!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ddc198ad55ca\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"12c3d58976f5\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Click here\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"alt\":\"Braze demo\",\"blank\":false,\"href\":\"https://www.braze.com/product/overview\"}}],\"body\":[{\"_key\":\"726c46ea1220\",\"_type\":\"block\",\"children\":[{\"_key\":\"f2b6781baaac\",\"_type\":\"span\",\"marks\":[],\"text\":\"Request a demo today!\"}],\"markDefs\":[],\"style\":\"normal\"}],\"heading\":\"See why leading B2C brands choose Braze for faster, mobile-first engagement.\"},{\"_key\":\"bc8fd842cc95\",\"_type\":\"block\",\"children\":[{\"_key\":\"bddfdd37e172\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"}],\"categories\":{\"industries\":null,\"productFeatures\":[{\"_id\":\"cb2803ea-0cdc-4e7a-b4e7-8ec05887937a\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"BrazeAI™\"},{\"_key\":\"fr\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"BrazeAI™\"},{\"_key\":\"pt-br\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"BrazeAI™\"},{\"_key\":\"ja\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"BrazeAI™\"},{\"_key\":\"ko\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"BrazeAI™\"}],\"slug\":{\"_type\":\"slug\",\"current\":\"brazeai\"}}],\"regions\":null,\"technologyPartnerTypes\":null,\"topics\":null,\"useCases\":null},\"excerpt\":\"Compare Braze vs Adobe for customer engagement—mobile-first messaging, real-time personalization, integrations, ease of use, and time-to-value.\",\"faqs\":{\"heading\":\"Frequently Asked Questions\",\"items\":[{\"_key\":\"41304dc49fc2\",\"_type\":\"accordionItem\",\"body\":[{\"_key\":\"6183a3a32325\",\"_type\":\"block\",\"children\":[{\"_key\":\"36f40c8cfcda\",\"_type\":\"span\",\"marks\":[],\"text\":\"The main difference between Braze and Adobe Experience Cloud is scope. Braze focuses on real-time customer engagement and lifecycle messaging across channels like push, in-app, email, and SMS, while Adobe Experience Cloud is a broader suite that connects engagement with tools for data, content, analytics, and governance.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"includeInLlmsTxt\":true,\"title\":\"What's the main difference between Braze and Adobe Experience Cloud?\"},{\"_key\":\"971e6605f2f6\",\"_type\":\"accordionItem\",\"body\":[{\"_key\":\"9e12d6d905ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"209787ef92d6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Whether Braze or Adobe is better for mobile marketing depends on how central push and in-app are to your customer experience. Braze is commonly evaluated when mobile messaging is a primary channel, while Adobe’s mobile capabilities vary based on the products in your deployment.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"includeInLlmsTxt\":true,\"title\":\"Is Braze or Adobe better for mobile marketing?\"},{\"_key\":\"ec50d08b2bee\",\"_type\":\"accordionItem\",\"body\":[{\"_key\":\"f430a87e3dfc\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e0cd005b6ac\",\"_type\":\"span\",\"marks\":[],\"text\":\"How Braze and Adobe compare on ease of use and implementation time depends on rollout scope and team structure. Braze is often implemented as an engagement layer connected to existing data sources, while Adobe implementations can involve more products, stakeholders, and governance steps.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"includeInLlmsTxt\":true,\"title\":\"How do Braze and Adobe compare on ease of use and implementation time?\"},{\"_key\":\"2efbab5a37a1\",\"_type\":\"accordionItem\",\"body\":[{\"_key\":\"491a1e169c23\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e13f77ff530\",\"_type\":\"span\",\"marks\":[],\"text\":\"Yes, you can use Braze with Adobe tools. Many teams use Adobe for parts of their experience stack and use Braze to run real-time customer engagement, with clear data flows, identity matching, and consent and preference management across both.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"includeInLlmsTxt\":true,\"title\":\"Can I use Braze with Adobe tools?\"},{\"_key\":\"84c046c55f47\",\"_type\":\"accordionItem\",\"body\":[{\"_key\":\"6f60684bdfb6\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6b2ceee348a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Whether Braze or Adobe is better for real-time personalization depends on where personalization needs to happen and how quickly it needs to adapt. Braze is designed to respond to customer behavior across lifecycle channels, while Adobe’s capabilities vary by product mix and how your data and orchestration are set up.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"includeInLlmsTxt\":true,\"title\":\"Is Braze or Adobe better for real-time personalization?\"},{\"_key\":\"3f02a83d2c7d\",\"_type\":\"accordionItem\",\"body\":[{\"_key\":\"865a0e2ef52d\",\"_type\":\"block\",\"children\":[{\"_key\":\"379859265899\",\"_type\":\"span\",\"marks\":[],\"text\":\"How Braze and Adobe compare on pricing starts with what drives cost. Braze uses a value-based pricing model based on Platform Editions, Monthly Active Users (MAU), and Flexible Credits, while Adobe pricing varies based on product packaging, implementation scope, and services, so total cost of ownership depends on your deployment and resourcing model.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"includeInLlmsTxt\":true,\"title\":\"How do Braze and Adobe compare on pricing?\"}]},\"featuredImage\":{\"_type\":\"image\",\"alt\":\"Braze vs Adobe text next to a woman holding a phone and coffee cup.\",\"asset\":{\"_ref\":\"image-3297cd3576ff41a1e87d7f032be7cf6302ee9db0-1920x1080-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"hasFAQs\":true,\"hideFromListing\":false,\"language\":\"en-us\",\"publicationDates\":{\"publishedAt\":\"2026-02-19T22:38:37.861Z\"},\"seo\":{\"includeInLlmsTxt\":true,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-0fe43f75e731c78a49905dc0ae0cfa4ca0517fa5-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Compare Braze vs Adobe for customer engagement—mobile-first messaging, real-time personalization, integrations, ease of use, and time-to-value.\",\"pageTitle\":\"Braze vs Adobe: Platform comparison | Braze \",\"slug\":{\"_type\":\"slug\",\"current\":\"braze-vs-adobe-comparison\"}},\"showTableOfContents\":true,\"summary\":\"Braze and Adobe can both help you run engagement across channels, but marketers usually end up comparing Braze vs. Adobe at different moments in their growth. Some teams are trying to speed up lifecycle messaging across push, in-app, email, and SMS. Others are looking for a platform that fits into a wider set of tools and processes that multiple teams already rely on. Start with how the platform will run inside your organization. Look at what it takes to get live, how easy it is for marketers to update journeys once they’re running, and when you’ll need technical help or partner support. It also helps to check how each option fits with your data layer, especially if customer data platform (CDP) integration is part of your plan.\",\"title\":\"Braze vs Adobe: Which customer engagement platform is right for your brand?\",\"tocHeadingDepth\":2},{\"_createdAt\":\"2026-02-18T21:34:49Z\",\"_id\":\"1e90d678-ba5c-4da9-a4ef-aba7086103e1\",\"_rev\":\"J1gDhhHcojGlsOMy0tWFoC\",\"_type\":\"blogPost\",\"_updatedAt\":\"2026-02-19T18:14:45Z\",\"author\":[{\"_id\":\"af8d090c-47dd-436b-9091-15d4b3315919\",\"bio\":[{\"_key\":\"01eeeaf6c708\",\"_type\":\"block\",\"children\":[{\"_key\":\"92e38b04c9e3\",\"_type\":\"span\",\"marks\":[],\"text\":\"“In a world older and more complete than ours they move finished and complete, gifted with extensions of the senses we have lost or never attained, living by voices we shall never hear.”\"}],\"markDefs\":[],\"style\":\"normal\"}],\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Team\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-a871ef5dc9e894d320555710664c2e67f03dad70-1000x1000-png\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Braze\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"4cc59928c843\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b16006075da\",\"_type\":\"span\",\"marks\":[],\"text\":\"There’s nothing more human than change. We do it in all facets of life—our preferences and behaviors shift over time, influenced by experience, relationships, and outside factors (like the culture we live in) and can even waver in small ways from day to day. And because consumers are human beings, the ways that we interact with our favorite brands tend to shift, too. This evolving context can mean that interactions that were once valuable are no longer relevant, and as result they can become even irritating. After all, if you added a movie to your watchlist yesterday, that “personalized recommendation” you get to watch that very same movie today might feel repetitive and frustrating, rather than helpful.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ecbf1ed77a6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"01ef112c02d4\",\"_type\":\"span\",\"marks\":[],\"text\":\"That said, these shifts can make it really challenging for marketers to keep up with their customers—let alone personalizing experiences across their entire audience at scale. The truth is, each individual is on their own unique journey with each brand, and each journey has its own unique context—and as marketers, it’s our responsibility to engage with them on those terms. Historically, achieving this level of personalization has been a challenging one, taking significant time and involving workarounds that add complexity for marketers to maintain. Thankfully, Canvas Context from Braze makes it easy for marketers to personalize deeply relevant experiences for their customers at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5bfb3138914c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f29be595f8a9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Your customers are dynamic; their journeys should be, too\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6cb8cb617426\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac1e9e27e16e\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you want to deliver deeply tailored customer journeys, context and relevance are everything. Personalization is built on constantly changing behavioral and preferential data and you need to take the information at your disposal and use it to adapt the experiences you’re serving up to each user to reflect their real-life, real-time situation. After all, an appointment reminder that doesn’t adjust when that appointment is rescheduled is going to add confusion, not value.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0a2f615af581\",\"_type\":\"block\",\"children\":[{\"_key\":\"c53bc6c9d080\",\"_type\":\"span\",\"marks\":[],\"text\":\"To make that possible, marketers need two things: Access to specific, contextual user data and a simple, flexible way to use that data across the user journey. That’s why we’re so excited about the launch of Canvas Context.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"85f9af6ceb48\",\"_type\":\"block\",\"children\":[{\"_key\":\"efffa1e662a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"This new feature in Braze Canvas lets marketers attach contextual data specific to each customer at any part of the journey—and then automatically act on that data in subsequent steps. With Canvas Context, marketers can personalize timing, incorporate new and relevant message copy, and branch users based on changing and in-the-moment user context. And because you can define these variables at any point in the journey and then reuse them in subsequent steps, the feature can make the experiences you serve up smarter, more personalized, and easier to maintain.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4f049b4d28bf\",\"_type\":\"block\",\"children\":[{\"_key\":\"0ba0bb1809f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Canvas Context feature is a combination of a new Context Step that can create dynamic context variables, enhancements to most of the existing Braze Canvas Steps (Delay, Audience Path, Decision Split, Action Path, Message), as well as other Canvas features (e.g. Exit Criteria, Preview User Paths). Canvas Context variables are user-journey-specific, so they impact a user’s path through a specific Canvas journey at a specific time. You can use context variables to:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ce736213d166\",\"_type\":\"block\",\"children\":[{\"_key\":\"5165baa36f87\",\"_type\":\"span\",\"marks\":[],\"text\":\"Set dynamic delay periods or dates based on each user’s data\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"edd8609d1252\",\"_type\":\"block\",\"children\":[{\"_key\":\"22f45860c918\",\"_type\":\"span\",\"marks\":[],\"text\":\"Insert personalized content into messages\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a7da1f149565\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e1de893eddf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dynamically branch user journeys based on new attributes or real-time actions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d8d3188d5dd1\",\"_type\":\"block\",\"children\":[{\"_key\":\"49bd651448ef\",\"_type\":\"span\",\"marks\":[],\"text\":\"That, in turn, makes it much easier for marketers to keep up with their users’ shifting context and evolving preferences by serving up sophisticated personalization that matches the situations they’re in.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1b0015b4d80\",\"_type\":\"block\",\"children\":[{\"_key\":\"0aa92d5ec502\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What Canvas Context makes possible\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"17100b9e2680\",\"_type\":\"block\",\"children\":[{\"_key\":\"fb7df3a77b8a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Canvas Context opens the door to a wide range of new use cases—so many, in fact, that this probably deserves a blog post of its own. For now, we’ll give you a preview with just one example to spark your imagination– Imagine that you just booked a flight to Stockholm, Sweden. You’d probably like to have the airline remind you of the date and time of your flight before it actually takes off, right? For an even better experience, you’d probably like regular reminders about your flight in the hours leading up to it, to minimize the chances that you somehow just miss it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fe1aff849125\",\"_type\":\"block\",\"children\":[{\"_key\":\"e52e0cbc7cbe\",\"_type\":\"span\",\"marks\":[],\"text\":\"For marketers, making that happen once meant building a lot of different triggered campaigns to account for each time a plane may take off, each with their own copy and bespoke timing. In some cases, marketers might even need to pull in more technical teams to help build workarounds for this situation. With Canvas Context, marketers can achieve this outcome in a much simpler fashion. First, they'll set up a Canvas that adds users once each individual makes a reservation. Then, they'll set up a Context step to store users’ departure dates and a Delay Step personalized with this Context that holds the user until a personalized time. With this feature, marketers can simply add a message step with the content needed for the reminder, so if they want to send the message the day before or the hour before a flight, they can—and they can do it without a lot of time-intensive campaign building, allowing them to move faster, try more things, and give their customers the experience they expect.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8dde74c20c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f9dd2e979d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Maybe later on in that same user journey, the customer might choose to upgrade to premium economy—deciding that the legroom would be advantageous for such a long flight. With Canvas Context, the brand can now log that user as a premium customer within a Context step. That, in turn makes it possible for them to use an \"},{\"_key\":\"8e5bac4bfac5\",\"_type\":\"span\",\"marks\":[\"cadc3318e800\"],\"text\":\"Audience Path step\"},{\"_key\":\"156db9b2059e\",\"_type\":\"span\",\"marks\":[],\"text\":\" to send that user down a journey branch that aligns with their new premium status, showcasing more with more personalized and white-glove touchpoints along the way.\"}],\"markDefs\":[{\"_key\":\"cadc3318e800\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/audience_paths/\"}],\"style\":\"normal\"},{\"_key\":\"a7f030347e8f\",\"_type\":\"block\",\"children\":[{\"_key\":\"947f14aab55d\",\"_type\":\"span\",\"marks\":[],\"text\":\"What happens if that passenger gets hungry and decides to order an extra pasta salad to curb their appetite? With Canvas Context, the airline can append the name of the meal to the user in a Context Step at any point in their journey. Later on in subsequent steps and reminders, they can include “Pasta Salad” in the message copy leading up to their flight—further personalizing the messages they’re sending, giving them peace of mind that their food will be waiting for them, and also encouraging continued patronage of the brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af2c6b74b917\",\"_type\":\"block\",\"children\":[{\"_key\":\"123a6b67d3dc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1f3b6905399c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6fb6351f4c34\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customers expect experiences that fit their lives, their needs, and their changing context. Canvas Context makes it possible for marketers to serve up these experiences in sustainable, efficient ways that scale. 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To do this, users were routed into a Canvas Experiment Path, where they were randomly assigned to one of many message variants. Variant performance was evaluated based on conversion rates, and the \"},{\"_key\":\"aa488f8f75fb\",\"_type\":\"span\",\"marks\":[\"2f1f98fe992e\"],\"text\":\"winning variants\"},{\"_key\":\"bca8d6421a6a\",\"_type\":\"span\",\"marks\":[],\"text\":\" then automatically scaled to the majority of users.\"}],\"markDefs\":[{\"_key\":\"2f1f98fe992e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/testing/multivariant_testing/optimizations\"}],\"style\":\"normal\"},{\"_key\":\"267378261204\",\"_type\":\"block\",\"children\":[{\"_key\":\"47d67d982b09\",\"_type\":\"span\",\"marks\":[],\"text\":\"The results: Higher revenue, lower costs\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"32c6e86fc5b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"1617025beebd\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Bazaar team saw outstanding results with their Braze-powered campaign, both in engagement and the campaign’s ability to drive real revenue. 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Customer engagement drives revenue and cuts costs:\"},{\"_key\":\"671af4943de2\",\"_type\":\"span\",\"marks\":[],\"text\":\" Re-engaging customers with first-party data is more cost-effective than paid re-acquisition. Save your budget for net-new growth.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5aeb37fb4cfc\",\"_type\":\"block\",\"children\":[{\"_key\":\"533a35ca894d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Real-time triggers improve customer experience and retention: \"},{\"_key\":\"2365c3e3d2a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Timely, event-based messaging reduces pain points and ensures customers are reached at moments of high intent.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"66f9f3b3d298\",\"_type\":\"block\",\"children\":[{\"_key\":\"e435a6730f6e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Out-of-product messaging expands reach:\"},{\"_key\":\"2ff1648396a0\",\"_type\":\"span\",\"marks\":[],\"text\":\" Push notifications and other out-of-app channels are essential for re-activating users who aren’t using your app in the moment.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"company\":{\"_ref\":\"ca714239-7166-4057-a3d0-82349496eed5\",\"_type\":\"reference\"},\"excerpt\":null,\"featuredImage\":{\"_type\":\"image\",\"alt\":\"Smartphone with a Bazaar app notification: \\\"Fresh Onion (Pakistan) 1kg is back in stock!\\\"\",\"asset\":{\"_ref\":\"image-32e22a4d55d26d5dac8f00092d62257c394a6d98-2560x1600-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"keyTakeaways\":null,\"metrics\":[{\"_key\":\"6f4333e27616\",\"_type\":\"metric\",\"description\":\"Increase in open rates \",\"noWrap\":false,\"value\":\"29%\"},{\"_key\":\"17dd0d5930f1\",\"_type\":\"metric\",\"description\":\"Increase in orders\",\"noWrap\":false,\"value\":\"26%\"},{\"_key\":\"a0f89e9fbd98\",\"_type\":\"metric\",\"description\":\"Increase in revenue\",\"noWrap\":false,\"value\":\"21%\"}],\"problem\":\"Bazaar wanted to re-engage inactive customers using first-party data. However, their legacy platform couldn’t support the advanced segmentation, data processing, and out-of-app messaging required to do it effectively.\",\"publicationDates\":{\"publishedAt\":\"2026-02-11T16:57:39.327Z\"},\"results\":\"The campaign drove significant engagement and revenue, proving that timely, data-driven customer engagement can outperform paid re-acquisition. \",\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-52266e0a128019268e549085393e14149273ba5b-2400x1256-png\",\"_type\":\"reference\"}},\"pageTitle\":\"How Bazaar turned stockouts into sales with Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"bazaar\"}},\"strategy\":\"Using Braze Canvas, Bazaar launched a successful reactivation campaign, which triggered real-time restock notifications by combining customer consent, product interest, and live inventory data.   \",\"title\":\"How Bazaar turned restocks into sales with Braze\"},{\"_id\":\"2b79a124-28d7-4f0a-b55c-73bdaeb3d14f\",\"body\":[{\"_key\":\"2ac772abed1c\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3673dbc9143\",\"_type\":\"span\",\"marks\":[\"90829d71cf35\"],\"text\":\"Papa Johns UK\"},{\"_key\":\"d295a0179cb9\",\"_type\":\"span\",\"marks\":[],\"text\":\" has established itself as one of the world's leading pizza delivery brands, operating over 400 franchised locations across the United Kingdom. As part of Papa Johns International, the UK division is committed to delivering \\\"Better Ingredients, Better Pizza\\\" while empowering local franchisees to build strong customer relationships within their communities.\"}],\"markDefs\":[{\"_key\":\"90829d71cf35\",\"_type\":\"link\",\"href\":\"https://www.papajohns.co.uk/\"}],\"style\":\"normal\"},{\"_key\":\"d4deee7716c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"57558aa10cb8\",\"_type\":\"span\",\"marks\":[],\"text\":\"The brand's success depends heavily on effective customer engagement strategies that drive loyalty and repeat business. 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This was because the technology in place consisted of three separate, siloed CRM systems that were difficult to navigate and lacked a unified customer view.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5c91e2332bd0\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd6676633876\",\"_type\":\"span\",\"marks\":[],\"text\":\"Kanchan Lad, Senior Product Manager - MarTech \u0026 Loyalty at Papa Johns UK, who would later receive the prestigious Towering Achievement Award from the Papa Johns International Technology team and the 2024 \"},{\"_key\":\"65209f3bae99\",\"_type\":\"span\",\"marks\":[\"71b50ce7356b\"],\"text\":\"Torchie Award for Marketing Leader of the Year\"},{\"_key\":\"98c1b9785412\",\"_type\":\"span\",\"marks\":[],\"text\":\" from Braze, recognized this challenge as a ripe business opportunity. Instead of simply migrating technology, she and her team reimagined the way that franchisees might access and utilize customer data.\"}],\"markDefs\":[{\"_key\":\"71b50ce7356b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/2024-torchie-awards-winners\"}],\"style\":\"normal\"},{\"_key\":\"07b9af2fa881\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac1dc8ad21fe\",\"_type\":\"span\",\"marks\":[],\"text\":\"The “local marketing hub” project was conceptualized and executed both quickly and efficiently, with limited budget and resources. 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In the end, the local marketing hub also became a self-funded platform, effectively reducing overall marketing costs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24fbcb49558c\",\"_type\":\"block\",\"children\":[{\"_key\":\"263d25ab4f51\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key takeaways\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0970cd32233e\",\"_type\":\"block\",\"children\":[{\"_key\":\"e5941f5d9ca2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Design for the user (and their needs):\"},{\"_key\":\"87314d77872e\",\"_type\":\"span\",\"marks\":[],\"text\":\" By creating a user-friendly interface that made previously unwieldy customer data accessible to non-marketers, Papa Johns UK tapped into massive marketing potential across hundreds of franchise locations.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4e18105db58d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e1598ddf927\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Incorporate customer feedback:\"},{\"_key\":\"f0be36acf8cd\",\"_type\":\"span\",\"marks\":[],\"text\":\" Including features like quiet hours, easy opt-outs, and relevance-driven targeting and personalization drove business results \"},{\"_key\":\"dc1fbee164ba\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"and\"},{\"_key\":\"0da7720fca64\",\"_type\":\"span\",\"marks\":[],\"text\":\" customer satisfaction.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2d179e16d30d\",\"_type\":\"block\",\"children\":[{\"_key\":\"e249a9243b3f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Consolidate technology:\"},{\"_key\":\"53a3706e11d3\",\"_type\":\"span\",\"marks\":[],\"text\":\" Migrating from three disparate CRM systems to Braze platform created operational efficiencies and enabled new capabilities. Consolidation provided the foundation for innovation, while reducing complexity for end users.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"}],\"company\":{\"_ref\":\"f1986653-597a-456d-acc4-d7e4d798195c\",\"_type\":\"reference\"},\"excerpt\":null,\"featuredImage\":{\"_type\":\"image\",\"alt\":\"A smartphone displays a Papa Johns marketing app with business metrics and campaign options.\",\"asset\":{\"_ref\":\"image-fd1a40a752255d9afcc06f500afc93ee8dfa386c-1280x800-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"keyTakeaways\":null,\"metrics\":[{\"_key\":\"0925ba985ead\",\"_type\":\"metric\",\"description\":\"uplift in SMS revenue YoY\",\"noWrap\":false,\"value\":\"180%\"},{\"_key\":\"0d5e60c73267\",\"_type\":\"metric\",\"description\":\"increase in conversion rates\",\"noWrap\":false,\"value\":\"18%\"},{\"_key\":\"d31366421831\",\"_type\":\"metric\",\"description\":\"increase in purchases driven by SMS YoY\",\"noWrap\":false,\"value\":\"170%\"}],\"problem\":\"Papa Johns UK recognized the importance of evolving their customer retention strategy, as customers have many choices and are increasingly prudent about where to spend their money. The brand has long collected customer data across its 400+ franchised locations, but the value remained largely untapped for local marketing efforts as franchisees struggled to access data captured within multiple legacy CRM systems. \",\"publicationDates\":{\"publishedAt\":\"2026-01-19T18:52:00.000Z\"},\"results\":\"The local marketing Hub helped achieve a 180% uplift in SMS campaign revenue and a 170% increase in purchases through SMS campaigns. In 2024, the platform facilitated 6,000+ campaigns and delivered 13 million SMS messages.\",\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-03488ceedc57fbf4a0795e57419243a7f8244446-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Papa Johns UK, one of the world's leading pizza brands, combined the power of Braze and Snowflake to create an innovative local marketing hub that enables over 400 stores to harness first-party data for targeted local store marketing, driving unprecedented growth in customer engagement and revenue.\",\"pageTitle\":\"Papa Johns UK empowers franchisees with data-driven marketing that increases revenue\",\"slug\":{\"_type\":\"slug\",\"current\":\"papa-johns-uk\"}},\"strategy\":\"By switching to Braze, Papa Johns UK was able to consolidate three disparate CRMs and create a groundbreaking local marketing Hub with a custom user interface. This solution enables franchisees to easily access customer data and insights including favorite products, order frequency, satisfaction scores, and purchasing behaviors.\",\"title\":\"Papa Johns UK empowers franchisees with data-driven marketing that increases revenue\"},{\"_id\":\"111e98ea-43b4-41c3-912c-57cb1dc98e2a\",\"body\":[{\"_key\":\"5297af9588e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"e383e64300ff\",\"_type\":\"span\",\"marks\":[\"bc124ec0617e\"],\"text\":\"Grove Collaborative\"},{\"_key\":\"57fc620481d9\",\"_type\":\"span\",\"marks\":[],\"text\":\" makes it easy for US households to live healthily and sustainably, with socially responsible online shopping that spans home, wellness, beauty, and more.\"}],\"markDefs\":[{\"_key\":\"bc124ec0617e\",\"_type\":\"link\",\"href\":\"https://www.grove.co/\"}],\"style\":\"normal\"},{\"_key\":\"0aeeba586925\",\"_type\":\"block\",\"children\":[{\"_key\":\"a1f54e03630b\",\"_type\":\"span\",\"marks\":[],\"text\":\"As a B Corp and Public Benefit Corporation, the brand helps consumers shop with a purpose, realizing great value without compromising their own mission. 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The more meaningful the connection with customers, the easier it is to help them build sustainable habits—and, in turn, grow the kind of brand loyalty and customer lifetime value to which Grove aspires.\"}],\"markDefs\":[{\"_key\":\"77b3a456486e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/customer-engagement-guide\"}],\"style\":\"normal\"},{\"_key\":\"028d0924b554\",\"_type\":\"block\",\"children\":[{\"_key\":\"db6a7d0fd3aa\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Goodbye cumbersome old system; hello Braze\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c4bb97d51e6d\",\"_type\":\"block\",\"children\":[{\"_key\":\"961a3f4862f2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Grove felt limited by their previous “cumbersome” platform, which hindered their ability to have a first-class lifecycle program. They were missing basic campaigns like “browse abandon” as the platform couldn’t provide real-time personalization. After it crashed on Thanksgiving Eve, Grove Collaborative knew it was time to switch to a more reliable and strategically aligned solution. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bb271481956c\",\"_type\":\"block\",\"children\":[{\"_key\":\"311dd99d455b\",\"_type\":\"span\",\"marks\":[],\"text\":\"They wanted not only a flexible platform—one that integrated with their Shopify storefront and \"},{\"_key\":\"a955e05fc69c\",\"_type\":\"span\",\"marks\":[\"48e32f294356\"],\"text\":\"Amazon Web Services (AWS)\"},{\"_key\":\"437575ed30c2\",\"_type\":\"span\",\"marks\":[],\"text\":\" data warehouse, but also a reliable platform to send messages at scale, and help them realize their ambitious personalization goals.\"}],\"markDefs\":[{\"_key\":\"48e32f294356\",\"_type\":\"link\",\"href\":\"https://www.braze.com/partners/technology-partners/aws\"}],\"style\":\"normal\"},{\"_key\":\"014533072696\",\"_type\":\"block\",\"children\":[{\"_key\":\"f2656abe25f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze fit the bill, offering:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77dcd7055610\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c0cc3a8cb4c\",\"_type\":\"span\",\"marks\":[],\"text\":\"The front- and back-end integrations Grove required to tailor messaging\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"84b9a9f769e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e7f11f091ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"The intuitive orchestration and experimentation tools they needed to work faster and more strategically\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"525ad67e81af\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb1cd4ed7721\",\"_type\":\"span\",\"marks\":[],\"text\":\"The real-time data functionality to trigger more contextual engagement\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"03c76fac96a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc3aa117e1a9\",\"_type\":\"span\",\"marks\":[],\"text\":\"While Grove Collaborative helps customers shop in a way that supports a healthier home and planet, Braze helps Grove create sustainable business—reducing reliance on new customer acquisition by standing up a marketing program (like browse abandon) powered by real-time data and personalized to a customer’s behavior. In turn, this helps improve relationships and retention as well as the efficiency and impact of engagement activities.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c07adaea8509\",\"_type\":\"block\",\"children\":[{\"_key\":\"9165fce8432b\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"“Braze offered the flexibility, innovation, and data depth we needed to build smarter, behavior-based customer journeys. The switch gave us more control, reliability, and creative freedom to engage customers in real time.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"80bd9a547a48\",\"_type\":\"block\",\"children\":[{\"_key\":\"03324de11072\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"—Margaret Oros, Head of Marketing Technology, Grove Collaborative\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"483a25ca2264\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef2ef66b7b97\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Turning browsers into buyers for sustainable success\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"81b0409bfbfd\",\"_type\":\"block\",\"children\":[{\"_key\":\"d201ab177156\",\"_type\":\"span\",\"marks\":[],\"text\":\"Grove Collaborative knew that when shoppers browse but don’t make a purchase, it adds up to lost conversions and revenue. After implementing Braze with its native \"},{\"_key\":\"0c353ba44221\",\"_type\":\"span\",\"marks\":[\"298f3c51afb5\"],\"text\":\"Shopify integration\"},{\"_key\":\"1df2404aad85\",\"_type\":\"span\",\"marks\":[],\"text\":\", the team focused on a “Browse Abandon” campaign to re-engage both new and returning shoppers.\"}],\"markDefs\":[{\"_key\":\"298f3c51afb5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/partners/technology-partners/shopify\"}],\"style\":\"normal\"},{\"_key\":\"a904a5a1f7a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d99e2753733\",\"_type\":\"span\",\"marks\":[],\"text\":\"The strategy was to send personalized reminders, using real-time product data and behavioral triggers, to invite customers to complete their purchase of an item they had viewed or select an alternative from a curated selection of similar items. The goal was to maintain customer attention and increase the likelihood of conversion—and ensure that the resources Grove invests into customer acquisition don’t go to waste.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6b11695f72b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0cc336db44e\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"“Braze has proven to be an innovative, reliable partner that truly listens to its customers. Their team consistently helps us solve complex data challenges—often coming up with creative solutions or adding ideas to their roadmap. Between the intuitive platform, powerful data capabilities, and ongoing innovation in AI, Braze has been instrumental in helping us deliver smarter, more personalized custom\"},{\"_key\":\"9b2359c38ae7\",\"_type\":\"span\",\"marks\":[],\"text\":\"er experiences.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bf6dfc812d6d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c4608ab9a036\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"—Margaret Oros, Head of Marketing Technology, Grove Collaborative\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0b3f96823805\",\"_type\":\"block\",\"children\":[{\"_key\":\"795a950c6a89\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The campaign: step-by-step\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1af9a6020763\",\"_type\":\"block\",\"children\":[{\"_key\":\"03a8abeee3d9\",\"_type\":\"span\",\"marks\":[],\"text\":\"To create this campaign, Grove used the \"},{\"_key\":\"cda30f35a65f\",\"_type\":\"span\",\"marks\":[\"23179110950f\"],\"text\":\"Braze x Shopify integration\"},{\"_key\":\"f2feb9f18f3f\",\"_type\":\"span\",\"marks\":[],\"text\":\" to trigger personalized emails when a customer’s browsing session doesn’t result in a purchase.\"}],\"markDefs\":[{\"_key\":\"23179110950f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/shopify-new-era-ecommerce\"}],\"style\":\"normal\"},{\"_key\":\"e12c544a30d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c7318d56b35\",\"_type\":\"span\",\"marks\":[],\"text\":\"To do this, they:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"35dda7df1473\",\"_type\":\"block\",\"children\":[{\"_key\":\"e170d19438a8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Set up a custom event in Shopify (‘browse abandoned’).\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"208c4d8faeb5\",\"_type\":\"block\",\"children\":[{\"_key\":\"617e6a614949\",\"_type\":\"span\",\"marks\":[],\"text\":\"Used the \"},{\"_key\":\"2faba161850a\",\"_type\":\"span\",\"marks\":[\"37cbf3a4012a\"],\"text\":\"Braze SDK\"},{\"_key\":\"d6f1cf10df30\",\"_type\":\"span\",\"marks\":[],\"text\":\" to bring that data into Braze in real-time.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"37cbf3a4012a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/home\"}],\"style\":\"normal\"},{\"_key\":\"6d4f8ab56f38\",\"_type\":\"block\",\"children\":[{\"_key\":\"a24578723759\",\"_type\":\"span\",\"marks\":[],\"text\":\"Defined the segment who should receive a ‘browse abandoned’ email—those who have opted into marketing emails and haven’t received an email in the last 24 hours.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6b25f7f5379a\",\"_type\":\"block\",\"children\":[{\"_key\":\"f776081fec18\",\"_type\":\"span\",\"marks\":[],\"text\":\"Orchestrated an email journey within \"},{\"_key\":\"ea9c6b815071\",\"_type\":\"span\",\"marks\":[\"2fbaadacd2a7\"],\"text\":\"Braze Canvas\"},{\"_key\":\"26624e12e66d\",\"_type\":\"span\",\"marks\":[],\"text\":\" to be sent when Braze received the custom event data.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"2fbaadacd2a7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-canvas-flow-spotlight\"}],\"style\":\"normal\"},{\"_key\":\"8a3ec0365792\",\"_type\":\"block\",\"children\":[{\"_key\":\"efbd5bde3c21\",\"_type\":\"span\",\"marks\":[],\"text\":\"Created dynamic personalization using the customer name and personalized product suggestions, using \"},{\"_key\":\"eb0744fbad5f\",\"_type\":\"span\",\"marks\":[\"c3f61522c9ce\"],\"text\":\"Braze Catalogs\"},{\"_key\":\"df4517de4ecd\",\"_type\":\"span\",\"marks\":[],\"text\":\", the Shopify integration, and recommendations powered by Constructor.io.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"c3f61522c9ce\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-catalogs\"}],\"style\":\"normal\"},{\"_key\":\"84166f81eae0\",\"_type\":\"block\",\"children\":[{\"_key\":\"f18eb38878cd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Used branching logic to experiment with different timeframes for sending the messages, to assess whether timing impacted conversion.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b34b9bcdd943\",\"_type\":\"richImage\",\"alt\":\"A split image showing a marketing automation workflow diagram on the left (Braze Canvas) and a personalized product recommendation email on the right (customer inbox).\",\"asset\":{\"_ref\":\"image-65183d22aba2ffc14c66220a982f155246c08a00-2400x1700-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"0eead0fb0702\",\"_type\":\"block\",\"children\":[{\"_key\":\"cae98caf4898\",\"_type\":\"span\",\"marks\":[],\"text\":\"Achieving this required cross-team effort. Grove’s engineering team ensured event data flowed correctly, while the retention team built dynamic templates using Braze Catalogs powered by Shopify. This ensured that the email contained personalized product suggestions based on each user’s last viewed item, driving relevance and engagement. In parallel, timing experiments reduced the risk of message fatigue and disengagement—in line with Grove’s value proposition of happier, healthier customers. Even better, the team achieved this within a month of integrating Shopify and Braze.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4bbcc95aa9c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"6cb4171cdd62\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The result: Increased checkouts and validated strategy\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"dd5964da5c21\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e85d047ce48\",\"_type\":\"span\",\"marks\":[],\"text\":\"The “Browse Abandon” campaign delivered strong early results:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"df85f35fa6fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"0dde709909d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"10% checkout rate\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c4d1bcd83062\",\"_type\":\"block\",\"children\":[{\"_key\":\"08228b7d8749\",\"_type\":\"span\",\"marks\":[],\"text\":\"41% add to cart rate\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f5c29d76f3b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"194d2634824f\",\"_type\":\"span\",\"marks\":[],\"text\":\"3% click-through rate\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fe567ca56f11\",\"_type\":\"block\",\"children\":[{\"_key\":\"a17c0f4db436\",\"_type\":\"span\",\"marks\":[],\"text\":\"The 3% click-through rate is one of the highest Grove Collaborative has achieved in their triggered email program, on par with industry benchmarks of 2-3%.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fe46f7526073\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c0eb35d5746\",\"_type\":\"span\",\"marks\":[],\"text\":\"These early results validated the team’s personalization strategy and showcased the value of the real-time results from the Braze x Shopify integration.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"756f70705914\",\"_type\":\"block\",\"children\":[{\"_key\":\"601d50f998e2\",\"_type\":\"span\",\"marks\":[],\"text\":\"The campaign directly supports Grove’s goal to drive meaningful conversion by surfacing relevant products to previously engaged prospects and customers. It also represents a major milestone in their broader personalization strategy—bringing smarter, real-time engagement to life.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3634f9290ed0\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c5fcf68cf1f\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"“We’re excited about what’s ahead on the roadmap. As we continue to expand our use of the Braze Shopify integration, we’re looking forward to finding even more creative ways to personalize messages, connect with customers, and inspire sustainable choices.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1f4910fd6eed\",\"_type\":\"block\",\"children\":[{\"_key\":\"9fb0bf988030\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"—Margaret Oros, Head of Marketing Technology, Grove Collaborative\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd89d46241cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f34af997b0f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Key takeaways\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"991682c18945\",\"_type\":\"block\",\"children\":[{\"_key\":\"f73cc0878595\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Email isn’t dead: \"},{\"_key\":\"0868e49ab662\",\"_type\":\"span\",\"marks\":[],\"text\":\"Despite the plethora of communication channels available to brands, email continues to convert. Whether you use email as a standalone channel or within a cross-channel strategy, Grove’s campaign success proves email still has returns.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1e4b015f140e\",\"_type\":\"block\",\"children\":[{\"_key\":\"b67d1c381bcd\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Behavior trumps “batch-and-blast”:\"},{\"_key\":\"939d052dfa70\",\"_type\":\"span\",\"marks\":[],\"text\":\" Using real-time behavioral triggers, paired with personalized product recommendations, increased click-through rates and drove high engagement and conversions compared to less timely, less tailored messaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a4e4cb56d94f\",\"_type\":\"block\",\"children\":[{\"_key\":\"964e443418a7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Integration drives innovation:\"},{\"_key\":\"ade5a869394b\",\"_type\":\"span\",\"marks\":[],\"text\":\" Grove’s strategy and success were made possible by the Braze x Shopify integration and SDK, drawing in live data from AWS. Customer journeys flow when the right technology works seamlessly together.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"company\":{\"_ref\":\"1d808130-ecd1-4d83-ab26-47ce83d26d9b\",\"_type\":\"reference\"},\"excerpt\":null,\"featuredImage\":{\"_type\":\"image\",\"alt\":\"A mobile screen displaying a Grove Collaborative email with product recommendations, including a dish towel set, under the heading \\\"Something catch your eye?\\\".\",\"asset\":{\"_ref\":\"image-4ffc58d9b4620940207c688447e3dd3d21484193-2560x1600-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"keyTakeaways\":null,\"metrics\":[{\"_key\":\"8a9db0ac0aa3\",\"_type\":\"metric\",\"description\":\"Checkout rate\",\"noWrap\":false,\"value\":\"10%\"},{\"_key\":\"fa0b4bd04724\",\"_type\":\"metric\",\"description\":\"Add to cart rate\",\"noWrap\":false,\"value\":\"41%\"},{\"_key\":\"ced12c97a15c\",\"_type\":\"metric\",\"description\":\"Click-through rate\",\"noWrap\":false,\"value\":\"3%\"}],\"problem\":\"Grove Collaborative needed a more effective way to re-engage high-intent shoppers. Their previous platform restricted personalization and reliability, making it hard to deliver timely, behavior-based messages that could drive conversion.\",\"publicationDates\":{\"publishedAt\":\"2026-01-08T17:13:14.162Z\"},\"results\":\"Grove’s first “Browse Abandon” campaign resulted in their highest click-through rate from a behaviorally triggered email, resulting in a 10% checkout rate, driving revenue. These results reinforced Grove’s personalization strategy and highlighted the value of the Braze platform’s native Shopify integration.\",\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-5fb7ba77fe53c07a45403e6ebf9d36957efc3057-2400x1256-png\",\"_type\":\"reference\"}},\"pageTitle\":\"Grove Collaborative drives sustainable growth with Braze through a targeted browse abandon campaign\",\"slug\":{\"_type\":\"slug\",\"current\":\"grove-collaborative\"}},\"strategy\":\"Grove Collaborative decided to replace their legacy system after it crashed during one of the most important weeks of the year. By adopting Braze and integrating with Shopify, they created personalized “Browse Abandon” campaigns to re-engage both new and existing customers.\",\"title\":\"Grove Collaborative drives sustainable growth with Braze through a targeted browse abandon campaign\"},{\"_id\":\"f641aa21-e3d5-44f8-8892-8a31da5908f3\",\"body\":[{\"_key\":\"5491fdd6209f\",\"_type\":\"block\",\"children\":[{\"_key\":\"f7e461f78163\",\"_type\":\"span\",\"marks\":[\"a7ee383a9b5d\"],\"text\":\"Stash\"},{\"_key\":\"06701aa782bd\",\"_type\":\"span\",\"marks\":[],\"text\":\" is a personal finance app that helps Americans invest and build long-term wealth, beginning in small increments—$5 at a time, as the brand says. The goal is to make investing easy and affordable for millions of everyday people, whether it’s managing a budget or stock rewards, building a savings account, or saving for retirement.\"}],\"markDefs\":[{\"_key\":\"a7ee383a9b5d\",\"_type\":\"link\",\"href\":\"https://www.stash.com\"}],\"style\":\"normal\"},{\"_key\":\"dc8f966ee295\",\"_type\":\"block\",\"children\":[{\"_key\":\"75299ef22d2d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stash knows that \"},{\"_key\":\"c5fa14a8217f\",\"_type\":\"span\",\"marks\":[\"624d1777f6a2\"],\"text\":\"customer engagement\"},{\"_key\":\"bb562902c80f\",\"_type\":\"span\",\"marks\":[],\"text\":\" directly impacts user retention, lifetime value, and the success of their mission to help make investing easy and affordable. The brand works to build confidence and trust through personalized content and education that promotes long-term habitual investing behavior. Part of this effort means ensuring that customers—known as Stashers—are active within the app, and adopting and using the features available, which helps to increase their customer lifetime value (LTV).\"}],\"markDefs\":[{\"_key\":\"624d1777f6a2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/customer-engagement-guide\"}],\"style\":\"normal\"},{\"_key\":\"1d179334de7e\",\"_type\":\"block\",\"children\":[{\"_key\":\"062a3d8af7c7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Meeting Stashers at the start of their financial journey\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"36eaaf42c1f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"af896f943fa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stash's core focus centers on growth. As part of that, activation and onboarding are critical growth levers because they sit at the intersection of customer acquisition and long-term retention. In a highly regulated, trust-dependent, and competitive industry, the quality of a customer’s initial experience often determines whether they become a loyal user or quietly churn—and the team knows that they only get one chance to make a great first impression.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b8650bc3b553\",\"_type\":\"block\",\"children\":[{\"_key\":\"b0a17be63525\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stash wanted to create a system that could dynamically respond to user behavior and provide the right message at the right time to help improve funnel conversions and reduce drop-offs. In order to achieve that goal, they wanted to build a comprehensive, multi-\"},{\"_key\":\"ba9ce6ca013b\",\"_type\":\"span\",\"marks\":[\"27f2212ed549\"],\"text\":\"Canvas\"},{\"_key\":\"5a56e0967c0a\",\"_type\":\"span\",\"marks\":[],\"text\":\" onboarding campaign in Braze that personalizes communications based on specific user drop-off points and behaviors.\"}],\"markDefs\":[{\"_key\":\"27f2212ed549\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\"}],\"style\":\"normal\"},{\"_key\":\"f08b28e5edfd\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae93cd2af8f4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Building trust through personalized onboarding flows\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"75aeaa9e41a4\",\"_type\":\"block\",\"children\":[{\"_key\":\"270b83750c32\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Stash team moved quickly and set up the campaign in just three weeks—from ideation to launch. The first step was to determine key drop-off points where personalized communications would be valuable. Then, they built messaging flows that triggered after a defined delay, and carefully curated content across four channels: Email, push notifications, in-app messages, and SMS.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"519fe238e441\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc353ec5f850\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before launching, Stash implemented \"},{\"_key\":\"d5535426af2f\",\"_type\":\"span\",\"marks\":[\"6905320c0b8e\"],\"text\":\"Experiment Paths\"},{\"_key\":\"33c5fe4b188e\",\"_type\":\"span\",\"marks\":[],\"text\":\" to test content variants. They also ensured that message content highlighted the benefits and features that were best aligned to the next step in each user’s process.\"}],\"markDefs\":[{\"_key\":\"6905320c0b8e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/experiment_step/\"}],\"style\":\"normal\"},{\"_key\":\"8ae77c21cb3e\",\"_type\":\"richImage\",\"alt\":\"A complex hierarchical diagram with numerous interconnected nodes in pink, green, and purple.\",\"asset\":{\"_ref\":\"image-99d1cc655ea2905e70c2fbe0dec45672f6d38269-2400x1126-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"b247a5305757\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca28b7265f8c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s a closer look at the two primary Canvas 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\\\"Personal\\\" portfolio options, with messaging highlighting specific benefits and features tied to each option.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3fb860a8d451\",\"_type\":\"block\",\"children\":[{\"_key\":\"0cb76b9eb6c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Users who signed the account agreements, but haven't deposited or linked their accounts\"},{\"_key\":\"1976f6f5b1ff\",\"_type\":\"span\",\"marks\":[],\"text\":\" receive communications emphasizing how simple and secure linking a bank account is.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bccc431fdf63\",\"_type\":\"block\",\"children\":[{\"_key\":\"3f6b3d2ed100\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Users who linked their accounts, but haven't made any deposits\"},{\"_key\":\"980a3daafd74\",\"_type\":\"span\",\"marks\":[],\"text\":\" receive messaging highlighting Stash's Auto-Stash feature, which allows users to \\\"set it and forget it\\\" for consistent investing and wealth growth.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"08df0e62eeae\",\"_type\":\"richImage\",\"alt\":\"Three phone screens display a notification, an introductory pop-up, and an investing page for the Stash app's Auto-Stash feature.\",\"asset\":{\"_ref\":\"image-74f3d3dbfd7b8cac9025b5eb6eebc7b4f33791cc-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"d77a4c1fab46\",\"_type\":\"block\",\"children\":[{\"_key\":\"2beccfd15551\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Canvas 2: Pre-advisory e-signature flow\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"623ee3a8189d\",\"_type\":\"block\",\"children\":[{\"_key\":\"eecd16e3f83e\",\"_type\":\"span\",\"marks\":[],\"text\":\"This canvas triggers immediately when a user completes sign up and evaluates the first key drop-off point—SSN verification:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e42d1044c2a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"15b6babe7a92\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Users who haven't successfully verified their SSN\"},{\"_key\":\"d943d87c13e1\",\"_type\":\"span\",\"marks\":[],\"text\":\" receive communications focused on Stash's safety and security, addressing potential concerns about information security.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4b2c92c012c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad8c5e76dffa\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Users who verified their SSN but haven't completed the advisory e-signature\"},{\"_key\":\"4beef100b4c2\",\"_type\":\"span\",\"marks\":[],\"text\":\" enter an A/B test comparing two approaches: promoting the 7-day free trial versus highlighting their AI Money Coach feature to provide advice during the trial period.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5153e5ff23e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"d862fb3b51aa\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stash's technical approach enables sophisticated personalization at scale. User data flows into Braze via an integration with leading customer data platform (CDP) Segment, allowing for real-time behavioral segmentation. Currents connector exports data back to Segment, which distributes to analytics platform Mixpanel for product and marketing analysis, and AWS S3 for data science work in Looker. Additional integrations include Facebook and Google connections to filter users from affiliate promotions, and Trustpilot integration to gather feedback from new users after their first deposit, helping to build a positive reputation and attract future users.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eebd1dda0e6b\",\"_type\":\"block\",\"children\":[{\"_key\":\"ab2ac746c6c3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Within Braze, our \"},{\"_key\":\"84f8a464f412\",\"_type\":\"span\",\"marks\":[\"d55c223a8ab9\"],\"text\":\"Connected Content\"},{\"_key\":\"2c76c9bce988\",\"_type\":\"span\",\"marks\":[],\"text\":\" dynamic personalization feature connects to Stash servers for real-time data that doesn't fit into standard eventing, and webhooks enable promotional offers to be automatically sent to qualified users.\"}],\"markDefs\":[{\"_key\":\"d55c223a8ab9\",\"_type\":\"link\",\"href\":\"https://www.youtube.com/watch?v=l-sTLEf6f1Q\"}],\"style\":\"normal\"},{\"_key\":\"2fcfdc81321c\",\"_ref\":\"b6669abd-9b2e-4b70-9cd4-7b80cbf7a2df\",\"_type\":\"testimonialReference\"},{\"_key\":\"1e2da033e5e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"202c501a1828\",\"_type\":\"span\",\"marks\":[],\"text\":\"Results: A surge in the number of Stashers now saving\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7542138b15a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"f004bab85d5c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stash experiences a boost in engagement as a result of these new personalized onboarding campaigns. Timely and relevant messaging served as a helpful prompt to continue the user journey. In terms of email engagement, the team saw a\"},{\"_key\":\"14df602a7dc2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" \"},{\"_key\":\"220a346717ab\",\"_type\":\"span\",\"marks\":[],\"text\":\"72% increase in email open rate and a 64% increase in email click-through rate.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"364bbcf582bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"740e37f9d38e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Importantly, Stash achieved a boost in conversion for the following events:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1fef9d0fd477\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c54f316cf76\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"FirstDeposit_Started:\"},{\"_key\":\"eb9f0ae44a75\",\"_type\":\"span\",\"marks\":[],\"text\":\" 20.34% 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power of meeting users with dynamic, personalized messaging that addresses their needs and concerns at each stage of the onboarding process—and specifically in moments of hesitation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3bfc4bfd9710\",\"_type\":\"block\",\"children\":[{\"_key\":\"3ca36483335f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key takeaways\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a4cf51562e23\",\"_type\":\"block\",\"children\":[{\"_key\":\"35a1787c2b44\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Behavioral segmentation drives results:\"},{\"_key\":\"cfa326e2904a\",\"_type\":\"span\",\"marks\":[],\"text\":\" By identifying specific drop-off points and creating targeted messaging for each scenario, Stash saw improvements in both conversion rates and engagement metrics.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c7e479c9d020\",\"_type\":\"block\",\"children\":[{\"_key\":\"8a772a01174f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Multi-channel orchestration enhances impact:\"},{\"_key\":\"722a19ac3836\",\"_type\":\"span\",\"marks\":[],\"text\":\" Using email, push, in-app messages, and SMS in coordinated flows ensures users receive the right message through their preferred channel at the optimal time.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"754fe5cf225e\",\"_type\":\"block\",\"children\":[{\"_key\":\"fbb948a45eb2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Real-time personalization builds trust:\"},{\"_key\":\"de88a5d24c0a\",\"_type\":\"span\",\"marks\":[],\"text\":\" In financial services, the ability to dynamically adjust messaging based on user behavior and concerns is critical for building the confidence needed for 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Using real-time segmentation and behavioral triggers, the campaign delivers targeted communications across multiple channels, highlighting specific benefits and features relevant to each user's next step in the onboarding process.\",\"title\":\"Stash drives long-term investing habits with sophisticated, personalized user onboarding\"}],\"guides\":[{\"_id\":\"10bf4b16-b0fc-40c6-a076-c159d98d9d70\",\"_type\":\"guide\",\"featuredImage\":{\"_type\":\"image\",\"alt\":\"Braze's \\\"Getting started with RCS\\\" graphic, showing a man viewing an RCS message featuring a jacket on his phone.\",\"asset\":{\"_ref\":\"image-1fb0c8939a386f4906abc31feb00707083624521-1200x500-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-44e89eec5645fb6209b790c020ac14f54c6d113a-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"RCS lets you deliver richer, branded messages that stand out and build trust. 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