Braze Introduces the Braze Data Platform
Braze, a leading customer engagement platform, has launched the Braze Data Platform, enhancing data unification, activation, and distribution capabilities for brands. This platform allows seamless integration with leading cloud data platforms, data warehouses, and software providers, enabling brands to leverage first-party data efficiently. Key features include CDI Segments for zero-copy data access, enhanced data management with Braze Catalogs, and integrations with tools like Amplitude, Contentsquare, Mixpanel, and Snowplow for deeper data analysis. The platform aims to help marketers personalize experiences and drive customer engagement.
- Launch of Braze Data Platform enhancing data unification, activation, and distribution.
- Integration with leading data platforms like Amazon Redshift, Databricks, and Snowflake.
- CDI Segments offering zero-copy access to customer data.
- Enhanced data management through Braze Catalogs.
- Partnership with customer data platforms like Amperity, Amplitude, and Twilio Segment.
- Only 24% of brands map customer behavior and sentiment.
- Only 6% of brands use data to inform product and brand approaches.
Insights
Braze's new Data Platform presents a noteworthy development in the customer engagement space. The company is focusing on integrating data capabilities and enhancing partner ecosystems, which could revolutionize how brands utilize customer data. This move aims to address a significant pain point in the industry: the
From a market perspective, this innovation is likely to increase Braze's market penetration as it simplifies data integration for brands of any size. By offering zero-copy access to customer data via integrations like Amazon Redshift, Snowflake and Databricks, the platform reduces the technical barriers for marketers, which is a critical advantage in a competitive market. Additionally, enhanced capabilities in real-time data activation and distribution through tools like Amplitude, Mixpanel and Snowplow provide a comprehensive suite for data analysis and business intelligence.
However, it is important to critically assess the potential challenges. The platform's success highly depends on the seamless operation of these integrations and the robustness of real-time processing. Any discrepancies or delays in data flow might impede the platform's effectiveness, thereby affecting user experience and brand perception negatively.
In the short term, investors might witness an uptick in customer acquisitions driven by the new platform's appeal. Long-term prospects would depend on how effectively Braze can maintain and enhance these integrations and manage the complexities associated with real-time data processing.
The launch of Braze's Data Platform could have a significant impact on its financial performance. By addressing the critical need for efficient data integration and activation, Braze is positioned to capitalize on the growing demand for sophisticated customer engagement solutions. This product could drive substantial revenue growth as it attracts new clients and enhances the value proposition for existing ones.
One of the key financial implications is the potential reduction in customer churn. By enabling brands to create more personalized and relevant customer experiences, Braze can help businesses achieve better customer retention, directly impacting their earnings positively. Furthermore, the partnerships with major data providers such as AWS, Databricks and Snowflake are likely to strengthen Braze's ecosystem, making it a more attractive investment option.
However, investors should be cautious of the initial investment costs associated with such comprehensive platform enhancements. The development, implementation and marketing of the Data Platform could require significant capital expenditure, which might pressure short-term profitability. Additionally, the competitive landscape in customer engagement platforms is intense and maintaining a technological edge requires continuous innovation and investment.
Overall, while the long-term financial outlook appears promising, investors should closely monitor Braze's quarterly performance to gauge the platform's market acceptance and resultant financial impact.
The technological advancements introduced by the Braze Data Platform highlight a significant evolution in how customer engagement data is managed and utilized. The platform's modular and interoperable design allows brands to integrate and activate data seamlessly, regardless of their existing tech stack. This is particularly beneficial in today's fragmented data environment, where disparate systems often hinder cohesive customer insights.
The integration with leading cloud data platforms like Amazon Redshift, Snowflake and Databricks using zero-copy access is a noteworthy feature. This eliminates the traditional need for data duplication, thereby enhancing data security and minimizing latency. It also indicates Braze's commitment to leveraging cutting-edge cloud technologies to improve data efficiency and real-time processing.
Moreover, the utilization of Sage AI by Braze™ for personalized experiences at scale demonstrates a forward-thinking approach. AI-driven personalization can significantly enhance user engagement by delivering more targeted and relevant content. However, the effectiveness of these AI capabilities will depend on the quality and granularity of the data fed into the system.
Technical challenges could arise from the platform's reliance on seamless interoperability and real-time data processing. Any integration hiccups or performance issues could disrupt the customer experience and impact the platform's adoption rate negatively.
For tech-savvy investors, the platform's technological robustness and innovation are promising indicators of Braze's long-term potential in the customer engagement domain.
Braze unifies its data capabilities and partner ecosystem, launches new features to help brands more easily integrate and activate data for relevant, memorable customer experiences
Unified and contextualized data is crucial for creating customer-centric marketing experiences, and brands that fail to deliver risk losing consumer attention, loyalty, and revenue. Marketers are struggling to integrate and make sense of data for customer engagement with excessive data collection: Braze research found that only
With the Braze Data Platform, brands can easily:
- Unify Data for Accessibility via Enhanced Ecosystem Integrations - Braze simplifies the process of collecting and bringing first-party data together, regardless of the source, with real time, direct integrations to leading cloud data platforms, data warehouses and software providers. Newly launched CDI Segments, an extension of Braze Cloud Data Ingestion (CDI), is now available in early access for partners, including Amazon Redshift from Amazon Web Services (AWS), Databricks, and Snowflake, giving brands zero-copy access to customer data and streamlining data flow for better customer engagement. Utilizing existing Braze capabilities such as Data Transformations, Braze Catalogs, SDK, and APIs, brands can efficiently organize their data, empowering marketing teams and reducing dependence on technical resources.
- Activate Data for Increased Personalization and Relevance - New enhanced data management capabilities in Braze Catalogs help brands understand and optimize data collection and utilization over time. With turnkey partner integrations into the Braze Data Platform, they can combine these insights with other data sources to understand and act on user behavior in real time, using reporting and analytics for impactful campaigns. Sage AI by Braze™ then helps test and deliver personalized experiences at scale, extending the value of brands' first-party data, so that customer engagement remains valuable and avoids being intrusive.
- Distribute Data to Build Brand Equity - The Braze Data Platform facilitates secure and efficient distribution of product, engagement, and customer data to preferred third-party tools for deeper analysis, including analytics and business intelligence solutions from Amplitude, Contentsquare, Mixpanel and Snowplow. Braze works directly with customers to prioritize integrations with their preferred data sources and destinations, offering a robust set of Braze Currents connectors, Snowflake Data Sharing and enterprise-grade APIs to help brands get broader organizational value from customer engagement data generated and collected with Braze.
“Modern marketers need access to a unified view of their data, to connect with their customers personally in an efficient and personal way," said Kevin Wang, Chief Product Officer of Braze. "Our mission with the Braze Data Platform is to empower brands of all sizes to harness the power of their data for superior customer engagement across digital channels. Our platform seamlessly integrates with leading data ecosystem technologies, allowing brands to unify and activate their data effortlessly. With a real-time stream processing foundation, Braze allows brands to gain immediate insight into customer behavior.”
Inclusive of Braze products and partner ecosystem integrations, the Braze Data Platform fuels highly tailored, impactful experiences across digital touchpoints. The composable nature of the platform allows brands to leverage the technology and ecosystem integrations they need, to take action on ever-changing customer preferences and behaviors, and to drive customer engagement experiences that are personalized, relevant, and memorable.
As some brands have advanced use cases that require the activation of first-party data for marketing and beyond, such as sales and customer success, Braze closely partners with customer data platforms (CDPs) like Amperity, Amplitude, Census, Hightouch, mParticle, Rudderstack, Simon Data, Tealium, Treasure Data and Twilio Segment. With our CDP partners, Braze offers a comprehensive approach that enhances data unification, activation and distribution, throughout the entire data lifecycle.
“Snowflake is aligned with Braze in the shared goal to help brands leverage their data more fully. The Braze Data Platform is a positive step in this journey, helping make data work harder. Bringing applications to the data is the backbone of our AI Data Cloud product vision, and we're thrilled to see how Braze helps brands with this today,” said Tarik Dwiek, Head of Technology Alliances at Snowflake.
For more information about the Braze Data Platform, please visit: Braze Data Platform
Forward-Looking Statements
This press release contains “forward-looking statements” within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995, including but not limited to, statements regarding the performance of and expected benefits from Braze and its products, including the Braze Data Platform. These forward-looking statements are based on the current assumptions, expectations and beliefs of Braze, and are subject to substantial risks, uncertainties and changes in circumstances that may cause actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements. Further information on potential factors that could affect Braze results are included in Braze’s Quarterly Report on Form 10-Q for the fiscal quarter ended April 30, 2024, filed with the
About Braze
Braze is the leading customer engagement platform that empowers brands to Be Absolutely Engaging.™ Braze allows any marketer to collect and take action on any amount of data from any source, so they can creatively engage with customers in real time, across channels from one platform. From cross-channel messaging and journey orchestration to Al-powered experimentation and optimization, Braze enables companies to build and maintain absolutely engaging relationships with their customers that foster growth and loyalty. The company has been recognized as a 2024 U.S. News Best Technology Companies to Work For, is a 2023 UK Best Workplace for Women by Great Place to Work, and was named a Leader by Gartner® in the 2023 Magic Quadrant™ for Multichannel Marketing Hubs and in The Forrester Wave™: Cross-Channel Marketing Hubs, Q1 2023. Braze is headquartered in
View source version on businesswire.com: https://www.businesswire.com/news/home/20240711861287/en/
Patrick Grier
Communications Lead
press@braze.com
Source: Braze
FAQ
What is the Braze Data Platform?
How does the Braze Data Platform help brands?
What are CDI Segments in the Braze Data Platform?
Which partners are integrated with the Braze Data Platform?
What are the key benefits of using the Braze Data Platform?
What percentage of brands are currently mapping customer behavior and sentiment according to Braze?
How many brands use data to inform their product and brand approach?
