Intelligent Timing

Intelligent Timing을 사용하여 Braze가 최적의 전송 시간이라고 하는 사용자가 참여(열람 또는 클릭)할 가능성이 가장 높다고 판단되는 시간에 각 사용자에게 메시지를 전달합니다. 이렇게 하면 사용자가 원하는 시간에 메시지를 보내고 있는지 쉽게 확인할 수 있어 인게이지먼트를 높일 수 있습니다.

About Intelligent Timing

Braze는 사용자의 과거 앱과의 상호작용 및 각 메시징 채널과의 상호작용에 대한 통계 분석을 기반으로 최적의 전송 시간을 계산합니다. The following interaction data is used:

• Session times
• Push Direct Opens
• Push Influenced Opens
• Email Clicks
• Email Opens (excluding Machine Opens)

예를 들어, 샘은 아침에 정기적으로 이메일을 열람하지만 저녁에는 앱을 열고 알림과 상호 작용할 수 있습니다. 즉, 샘은 아침에 Intelligent Timing이 적용된 이메일 캠페인을 수신하고, 인게이지먼트 가능성이 높은 저녁에는 푸시 알림이 포함된 캠페인을 수신하게 됩니다.

If a user doesn’t have enough engagement data for Braze to calculate the optimal send time, you can specify a fallback time.

사용 사례

• 시간에 민감하지 않은 반복 캠페인 보내기
• 여러 시간대의 사용자를 대상으로 캠페인 자동화하기
• 인게이지먼트가 가장 높은 사용자에게 메시지를 보낼 때(인게이지먼트 데이터가 가장 많은 사용자)

Intelligent Timing 사용

이 섹션에서는 캠페인 및 캔버스에 대한 Intelligent Timing을 구성하는 방법에 대해 설명합니다.

• campaign
• canvas

제한 사항

• 인앱 메시지, 콘텐츠 카드 및 웹훅은 최적의 시간이 지정되지 않고 즉시 전달됩니다.
• 실행 기반 또는 API 트리거 캠페인에는 Intelligent Timing을 사용할 수 없습니다.
• 다음 시나리오에서는 Intelligent Timing을 사용해서는 안 됩니다.
  • 사용량 제한조치: 사용량 제한조치와 Intelligent Timing을 모두 사용하는 경우 메시지가 언제 전달될지 보장할 수 없습니다. Intelligent Timing을 사용하는 일일 반복 캠페인은 총 메시지 전송 한도를 정확하게 지원하지 않습니다.
  • IP 워밍 캠페인: 일부 Intelligent Timing 동작으로 인해 IP를 처음 워밍할 때 필요한 일일 볼륨을 달성하는 데 어려움을 겪을 수 있습니다. 이는 Intelligent Timing이 캠페인 또는 캔버스가 처음 생성될 때와 사용자에게 보내기 전에 세그먼트를 두 번 평가하여 사용자가 여전히 해당 세그먼트에 있어야 하는지 확인하기 때문입니다. 이로 인해 세그먼트가 이동하고 변경되어 일부 사용자가 두 번째 평가에서 세그먼트에서 탈락하는 경우가 종종 있습니다. 이러한 사용자는 교체되지 않으므로 달성할 수 있는 최대 사용자 수에 영향을 미칩니다.

문제 해결

최적의 시간을 가진 소수의 사용자를 보여주는 미리보기 차트

Braze는 정확한 예측을 위해 일정량의 인게이지먼트 데이터가 필요합니다. 세션 데이터가 충분하지 않거나 타겟 사용자의 클릭 또는 열람 횟수가 거의 또는 전혀 없는 경우(신규 사용자 등), Braze는 기본적으로 대체 시간으로 설정됩니다. 구성에 따라 가장 많이 사용되는 앱 시간 또는 커스텀 대체 시간이 될 수 있습니다.

예정된 날짜가 지나서 보내기

Your Intelligent Timing campaign might be sending past the scheduled date if you are leveraging A/B testing with an optimization. A/B 테스트 최적화를 사용하는 캠페인은 초기 테스트가 종료된 후 자동으로 위닝 배리언트를 전송하여 캠페인 기간을 늘릴 수 있습니다. 기본적으로 최적화가 적용된 캠페인은 초기 테스트 다음 날에 나머지 사용자에게 위닝 배리언트를 전송하지만, 이 전송 날짜를 변경할 수 있습니다.

Intelligent Timing을 사용하는 경우, A/B 테스트가 완료될 때까지 시간을 더 두고 위닝 배리언트를 초기 테스트 후 1일이 아닌 2일 동안 전송하도록 예약하는 것이 좋습니다.

Frequently Asked Questions (FAQ)

General

What does Intelligent Timing predict?

Intelligent Timing focuses on predicting when a user is most likely to open or click your messages to ensure your messages reach users at optimal engagement times.

Is Intelligent Timing calculated separately for each day of the week?

No, Intelligent Timing isn’t tied to specific days. Instead, it personalizes send times based on each user’s unique engagement patterns and the channel you’re using, such as email or push notifications. This ensures your messages reach users when they’re most receptive.

Calculations

What data is used to calculate the optimal time for each user?

To calculate the optimal time, Intelligent Timing:

1. Analyzes the interaction data for each user recorded by the Braze SDK. This includes:
   • Session times
   • Push direct opens
   • Push influenced opens
   • Email clicks
   • Email opens (excluding machine opens)
2. Groups these events by time, identifying the optimal send time for each user.

Are Machine Opens included when calculating optimal time?

No, Machine Opens are excluded from calculations for optimal time. This means that send times are based solely on genuine user engagement, providing more accurate timing for your campaigns.

How precise is the optimal time?

Intelligent Timing schedules messages during each user’s “most engaged hour” based on their session starts and message open events. Within that hour, the message timing is rounded to the nearest five minutes. For example, if a user’s optimal time is calculated as 4:58 PM, the message will be scheduled for 5:00 PM. There may be slight delays in delivery due to system activity during busy periods.

What are the fallback calculations if there is not enough data?

If there are fewer than five relevant events for a user, Intelligent Timing uses the fallback time in your message settings.

캠페인

How far in advance should I launch an Intelligent Timing campaign to successfully deliver it to all users in all time zones?

Braze calculates the optimal time at midnight in Samoa time, one of the first time zones in the world. In a single day, it spans approximately 48 hours. For example, someone whose optimal time is 12:01 am and lives in Australia has already had their optimal time pass, and it’s “too late” to send to them. For these reasons, you need to schedule 48 hours in advance to successfully deliver to everyone in the world who uses your app.

Why is my Intelligent Timing campaign showing little to no sends?

Braze needs a baseline number of data points to make a good estimate. If there is not enough session data or the users targeted have little to no email clicks or opens (such as new users), Intelligent Timing may default to the workspace’s most popular hour on that day of the week. If there isn’t enough information about the workspace, we fall back to a default time of 5 pm. You can also choose to set a specific fallback time.

Why is my Intelligent Timing campaign sending past the scheduled date?

Your Intelligent Timing campaign might be sending past the scheduled date because you are leveraging A/B testing. Campaigns using A/B testing can automatically send the Winning Variant after the A/B test is over, increasing the duration of campaign sending. By default, Intelligent Timing campaigns will be scheduled to send out the Winning Variant to the remaining users for the following day, but you can change this send date.

We recommend that if you have Intelligent Timing campaigns, leave more time for the A/B test to finish and schedule the Winning Variant to send for two days out instead of one.

Functionality

When does Braze check the eligibility criteria for segment and audience filters?

Braze performs two checks when a campaign is launched:

1. Initial check: At midnight in the first timezone on the day of send.
2. Scheduled time check: Just before sending at the time Intelligent Timing selected for the user.

Be careful when filtering based on other campaign sends to avoid targeting ineligible segments. For example, if you were to send out two campaigns on the same day for different times, and add a filter that only allows users to receive the second campaign if they’ve received the first, users won’t receive the second campaign. This is because no one was eligible when the campaign was first created and segments were formed.

Can I use Quiet Hours in my Intelligent Timing campaign?

Quiet Hours can be used on a campaign that uses Intelligent Timing. The Intelligent Timing algorithm will avoid Quiet Hours so that it still sends the message to all eligible users. That said, we recommend turning Quiet Hours off unless there are policy, compliance, or other legal implications to when messages can and can’t be sent.

What happens if the optimal time for a user is within the Quiet Hours?

If the determined optimal time falls within Quiet Hours, Braze finds the nearest edge of the Quiet Hours and schedules the message for the next allowable hour before or after Quiet Hours. The message is enqueued to send at the closest boundary of Quiet Hours relative to the optimal time.

Can I use Intelligent Timing and rate-limiting?

Rate limiting can be used on a campaign that uses Intelligent Timing. However, the nature of rate limiting means that some users may receive their message at a less-than-optimal time, particularly if a large number of users relative to the rate limit size are scheduled at the fallback time because of insufficient data.

We recommend using rate limiting on an Intelligent Timing campaign only when there are technical requirements that must be met using rate limiting.

Can I use Intelligent Timing while IP warming?

Braze doesn’t recommend using Intelligent Timing when users are first IP warming, as some of its behaviors can cause difficulties hitting daily volumes. This is caused by Intelligent Timing evaluating campaign segments twice. Once when the campaign is first built, and a second time before sending to users to verify they should still be in that segment.

이로 인해 세그먼트가 이동하고 변경되어 일부 사용자가 두 번째 평가에서 세그먼트에서 탈락하는 경우가 종종 있습니다. These users don’t get replaced, impacting how close to the maximum user cap you can achieve.

How is the most popular app time determined?

The most popular app time is determined by the average session start time for the workspace (in local time). This metric can be found in the dashboard when previewing times for a campaign, shown in red.

Does Intelligent Timing account for machine opens?

Yes, machine opens are filtered out by Intelligent Timing, so they do not influence its output.

How can I make sure Intelligent Timing works as well as possible?

Intelligent Timing uses each user’s individual history of message engagement at whatever times they received messages. Before using Intelligent Timing, make sure that you have sent users messages at different times of the day. That way, you can “sample” when might be the best time for each user. Inadequately sampling different times of day may result in Intelligent Timing picking a suboptimal time of send for a user.