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As what we can accomplish evolves, so does our ability to measure success. That’s why we’ve built an inclusive and expansive ecosystem capable of adapting to any insights your brand needs.

In 2018, we launched Braze Alloys in order to simplify the process of creating a bespoke customer engagement ecosystem. When it comes to technology partners, our Braze Alloys partnership hub is built around six distinct categories—this week, we’ll be exploring Insights partners.

Just 10 years ago, back in the early days of digital outreach and engagement, closed marketing systems—the kind that locked teams into one single, and ultimately incomplete, solution—were the only options available. This kind of landscape produced needless silos and inefficiency.

Today, that picture is changing. Now specialized technologies exist that can provide hyper-specific insights for every aspect of your customer engagement efforts.

One system may be the best for analyzing your app's performance and how that enhances how you communicate with consumers. Another may offer detailed behavioral analytics, shedding light about what commonalities exist between user segments. Both serve unique but equally important purposes, and there's no reason your brand can’t have both.

The modern marketer no longer has to be locked into one single solution, but can find the technologies that work best for your brand’s unique needs and leverage them in concert for the best outcomes.

Behind the Scenes: Powering Customer Engagement Through Integrated Insights Technologies

When we set about to build a more inclusive and expansive ecosystem that could adapt to shifting brand and customer needs, we wanted our clients to be able to pull in insights from a variety of analytics technologies. That's why the Braze Alloys Insights offerings support connections between solutions like:

  • Behavioral Analytics Platforms, like Amplitude and Mixpanel
  • Crash Analytics Solutions, like Apteligent
  • Business Intelligence Technologies, like Looker

Canva tied analytics systems together to increase speed and overall marketing KPIs.

“Using Braze together with Amplitude helped us move faster and turn our emails and messaging into a channel that drives growth in our KPIs,” said Michelle Huang, Email and Messaging Lead at design and publishing platform Canva. “Braze was a solution that didn’t overcomplicate our analysis, and more importantly, our ability to measure impact.”

MINDBODY leveraged insights to improve audience segmentation and better measure the effectiveness of their campaigns.

“As a marketer one of the biggest things you need to be able to do is measure the effectiveness of your campaigns and follow the user's journey,” said Keana Noons, Lifecycle Program Manager at fitness and wellness platform MINDBODY. “Not too long ago, we added the Amplitude Currents connector through Braze and it has been a game changer! Being able to create the cohort we want to target, automatically sync that to Braze, launch the desired campaign then go back into Amplitude to further analyze is imperative.”

Microsoft’s MileIQ connected siloed systems to get a more complete picture of the user journey.

“We always look for deeper integrations among the platforms in our growth stack,” explained Emma Yu, Senior Product Marketing Manager at Microsoft’s MileIQ mileage tracking platform. “Mixpanel is our main analytics tool and Braze is our core engagement platform. They are definitely better together. The two-way synchronization integration allows us to incorporate engagement experience in users’ activity history and provide a holistic view of the user journey…[and] use Mixpanel as a source for data enrichment in Braze.”

Next Steps

The sooner you can bring together all your customer insights into one single ecosystem, the sooner your teams can set savvier strategies and make more meaningful and human connections. Learn more about Braze Alloys, which brands like Microsoft, Canva, and MINDBODY are using to tie customer engagement data with other key analytics.

Mary Kearl

Mary Kearl is a writer and digital strategist, who has led email, social media, and content marketing for several brands. She has helped launch six mobile apps and one niche social network and is always up for a good Netflix/Hulu/Amazon Prime binge recommendation or travel tip