Today, Braze unveiled new positioning for its suite of data products by introducing the Braze Data Platform – and Segment is honored to be among the launch partners.
Segment and Braze have been partners for several years, with our two platforms integrating to help hundreds of businesses bring trusted customer profiles into Braze for activation.
How Twilio Segment works with Braze
Twilio Segment and Braze’s deep partnership helps nearly 350 businesses drive rich, relevant, and personalized communications across email, SMS, and WhatsApp. To illustrate this point, each month customers make nearly 45 billion API calls from Segment to Braze.
Customers primarily use the integration to leverage Segment’s customer profiles directly in the Braze platform. Businesses choose to leverage the Segment profile in Braze because of the rich contextual data it provides on users.
Since the Segment platform is open and extensible with 550+ out of the box integrations, our profiles stitch together data from all types of sources, creating a comprehensive profile that can be leveraged by all teams within an organization, not just marketing teams.
Businesses can then take these profiles and use them as the foundation for personalized campaigns or pursue more advanced use cases like trait computation, predictive or generative AI, and journey orchestration.
Segment profiles ensure that companies have confidence in an accurate customer view no matter how advanced their tech stack or marketing use cases.
Braze is both a source and destination for Segment (bi-directional integration), meaning the profiles or audiences are consistently enriched with event-triggered information occurring on the website, mobile app, data warehouses, or on the Braze platform.
With the two platforms, customers can:
Build robust audiences for more efficient campaigns: Leverage data from Segment, Braze, and the data warehouse to build existing or predictive audiences in Segment for efficient and powerful campaigns.
Trust your profiles to be consistent, clean, and complete: Use Twilio Segment to build trusted ID-resolved profiles into Braze for a trusted source of truth for more personalized campaigns.
Improve activation by sending real-time, relevant messaging: Reduce the time it takes to get audiences built or campaigns out the door by using Braze + Segment.
The ongoing quest for data unification
Braze’s announcement addresses an ongoing problem faced by many businesses today: an unclear strategy to access and standardize data in a trusted and reliable way.
It’s no secret that the amount of data available to businesses today has reached unprecedented levels – and the volume only continues to rise. But despite (or maybe because of) this new surge of data, many companies are struggling to leverage the data in a consistent and reliable way.
There’s a difference between collecting data and being able to guarantee its accuracy. Human error, a disjointed tech stack, and no unified data governance policy can lead to data discrepancies.
Data warehouses and CDPs have helped companies with this collection, governance, profile management challenge for years. But as more marketers and GTM teams need better data for personalization, new practices are emerging to help businesses enhance their data management and personalization efforts.
While every company needs a plan to maintain or develop a customer data strategy, there are levels of maturity within that strategy – from basic data ingestion to advanced profile management and data warehouse interoperability, or from a few key connections to an extensible ecosystem. For the more enterprise and advanced use cases, companies see great success when integrating Segment + Braze.
Allergan is a great example of a company that embraced a more advanced data strategy across both Segment and Braze. In the process of launching their Alle customer loyalty program, Allergan transformed into a direct to consumer brand with a new seamless customer experience that has generated over $400M in revenue. The company leveraged Segment to help build robust customer profiles and Braze to communicate with their loyalty members.
To read more about the Segment + Braze integration here or request a demo to see it live in action. If you’ll be at Braze Forge 2024, stop by our booth since we’ll be sponsoring this year!
