Braze Unveils Real-Time Data Activation and Messaging Innovations at FORGE 2022 in Partnership with Snowflake and WhatsApp

Braze, the comprehensive customer engagement platform that powers interactions between consumers and the brands they love, introduced new product innovations at its annual customer conference, FORGE, including Braze Cloud Data Ingestion and expanding messaging capabilities with native support for WhatsApp. Both innovations reflect expanded partnerships with Snowflake, the Data Cloud company, and Meta, and aim to help brands future-proof customer engagement strategies against a backdrop of shifting consumer expectations, preferences, and behaviors.

“Data should be the solution, not the problem. Deepening our relationship with partners like Braze can provide teams the valuable tools they need to build and maintain a modern data framework without requiring extensive time from engineers, allowing resources to be more effectively deployed to support customer experience efforts.”

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Maximize the Value of Data With Braze Data
In today’s digital-first world, brands must have a deep understanding of customer preferences and behaviors to ensure long-term loyalty. This becomes increasingly difficult as the amount of global data produced increases to an estimated 181ZB by 2025. Unfortunately, a substantial amount of relevant customer data goes unused. Braze Data helps solve for this by providing what is designed to be the world’s most flexible customer engagement platform for data activation. Now, customers can unlock the value of any data at any time from any source in any format with the following new features and enhancements:

• Reduce Time-to-Value with New Cloud Data Ingestion and Data Modeling: With the launch of Cloud Data Ingestion, brands will be able to activate data directly from their data platforms. This turnkey data integration empowers teams to ingest, process, and activate data faster and at scale. Starting with the Snowflake Data Cloud at launch, Braze plans to expand to a number of other data platform partners in Q4 and beyond. The Braze data model has also been updated to support arrays and nested objects, so brands can sync structured and unstructured data from any source without requiring cumbersome data transformations.
• Gain Deeper Customer Understanding With Extended Data Retention: All of a brand’s customer data, such as custom attributes, custom events, and purchases are now stored indefinitely for active users to maintain an accurate, historical 360-degree view of their customers.
• Reach the Right Audience with Segment Extensions: Marketers can now create and add multiple customer event properties and message interaction data to their Segment Extensions, enabling deeper personalization. Customer segments are updated continuously based on purchases, custom events, and interactions with other channels.
• Reinforce Security with Customizable Personally Identifiable Information (PII): Customers can now define which fields in Braze should be treated as Personally Identifiable Information (PII). This allows brands, particularly those in heavily regulated industries, to classify more information as PII for further data privacy and protection.

“We’re excited for Snowflake Data Cloud to be the inaugural partner for the Braze Cloud Data Ingestion to help customers to unlock more value from their data,” said Scott Schilling, Senior Director, Global Partner Development at Snowflake. “Data should be the solution, not the problem. Deepening our relationship with partners like Braze can provide teams the valuable tools they need to build and maintain a modern data framework without requiring extensive time from engineers, allowing resources to be more effectively deployed to support customer experience efforts.”