Braze has announced several new product and partnership updates that provide brands with greater control of their first-party data, leading to smarter decision-making and more substantial outcomes spanning engagement, retention, and revenue.
The Braze platform’s new offerings allow brands to collect, orchestrate and activate their data with ease, adapting to unique customer preferences and responding to continued shifting behaviours. The platform has also announced several new partnerships including one with Adobe.
Kevin Wang, Senior Vice President of Product at Braze, said: “In order to take advantage of the new opportunities that lie ahead, brands must future-proof their businesses for sustainable growth.
“Renewed economic optimism presents heightened expectations and increased competition for consumer attention, and these new offerings will help brands drive business growth across engagement, retention, and revenue.”
Brands will now have new ways to activate first-party data through audience segmentation and message personalisation, while remaining compliant with evolving privacy requirements. One of the key additions are In-App Message Surveys, which are easy-to-use survey templates that empower brands to seamlessly collect consumer preferences, attributes, and feedback as part of a web or mobile experience. This allows brands to put these new insights to work as part of current or future campaigns.
Braze has also continued to expand its partner ecosystem to connect disparate customer data with four new global customer data platform (CDP) partners: Adobe, Amperity, Rudderstack, and Treasure Data. Brands can use these real-time integrations to resolve customer identities at scale, build comprehensive customer profiles and power more personalised customer engagement.
Kabir Shahani, CEO at Amperity, added:
“Together, Braze and Amperity offer a tightly integrated solution that empowers brands to form a holistic 360-degree view of their customer, act on insights, and deliver highly personalized campaigns at scale.
“Our participation in the Braze Alloys partner ecosystem helps our mutual customers unlock the true value of their first-party data to achieve stronger business outcomes.”
New updates have been added to Braze Reporting and Analytics, allowing users to gain even deeper insights to report on past performance, determine effectiveness and drive better outcomes:
- Conversion Correlations helps brands uncover insights about customers most or least likely to convert after receiving a campaign. These insights into user behaviours can then be used to inform future campaigns.
- Enhancements to Braze Revenue Reporting allow users to tie customer engagement to revenue generation. With this update, brands can use a granular last-click attribution model to track, monitor and compare the amount of revenue that was generated after customers clicked on any campaign.
Braze has made updates to Canvas, its journey management tool, as well as its SMS/MMS channels to simplify and enhance brands’ workflows. Canvas has also seen the launch of additional components and orchestration capabilities to make journey building faster and easier. This includes Experiment Steps, a new feature which empowers brands to A/B test and optimise individual messages, paths, and more throughout a customer journey.
New MMS Contact Cards have been added to enable Braze users to send brand contact information directly to customers via any MMS message. Recipients can then save MMS Contact Cards to their contact list, which allows them to recognise who is reaching out to them, forming stronger brand recognition.
