Data agility at a massive scale: How the Braze Data Platform supports customer engagement

To build a strong relationship with their customers, brands need to find ways to make each individual feel personally seen and valued, even when they're engaging with millions of them at once. But providing the one-to-one relevance that consumers demand on a one-to-many scale can be a major challenge, one that requires both the right data and the ability to manage, analyze, and act on that information, regardless of volume.

For marketers managing millions of data points across multiple platforms, effectively managing customer insights is essential. Getting that right makes it possible to deliver the personalized experiences consumers expect and can be the difference between an exceptional marketing program and an ineffective one. The Braze Data Platform (BDP) enables brands to leverage that information effectively and use it to drive relevance at scale for businesses around the globe. What does that look like? In 2025, the Braze platform:

• Processed 25.8 trillion data points through SDKs and APIs
• Performed 8.7 trillion custom events and user profile updates
• Streamed nearly 13 trillion events back to our customers' ecosystems

Let's take a peek behind the curtain and explore the scale, reliability, and performance of the BDP—and how it can support both marketers' strategic priorities and consumers' individual needs.

What is the Braze Data Platform?

At its core, the Braze Data Platform is a comprehensive, composable set of capabilities and partner integrations that are designed to help marketers leverage data to deliver more impactful, scalable customer experiences in real time. While there are many capabilities contained within the BDP, our goal in building it was to help our customers achieve three key objectives associated with consolidating and utilizing their customer insights.

• Data unification: Getting data into Braze quickly, economically, and with minimum fuss
• Data activation: Turning that data into clean, actionable insights that power campaigns
• Data distribution: Sharing data and insights from Braze to other systems

The BDP may be new…but its usage already speaks volumes

Data is central to customer engagement, enabling the sorts of highly relevant, responsive messaging that consumers have come to expect. One of the primary reasons we launched the Braze Data Platform was to help marketers use the data at their disposal to power relevant, value-added experiences for their customers. We are pleased to see this vision increasingly become a reality. In fact, between the July 2024 launch of the BDP and the end of 2025, the percentage of Braze customers who used three or more data features rose by 62%. That increase speaks volumes, demonstrating that when brands have an intuitive and reliable way to manage and act on data in their customer engagement efforts, they do.

BDP by the numbers

Pillar #1: Data unification

As the amount of data available to marketers continues to rise, making sure that all the right information is available when and where they need it is only becoming a bigger area of focus. That's why the Braze Data Platform is designed to make it easier for brands to unify first-party data in quick, flexible ways.

The BDP brings together the Braze SDKs and APIs with direct connections with leading data warehouses, digital properties, and companies' own backend systems, making it easier to understand their customer’s evolving preferences and behaviors in real time.

What does this mean for brands?

The Braze Data Platform streamlines connections between Braze and your data sources of truth (e.g. cloud data warehouses, CDPs, SaaS applications). Consider the 25.8 trillion data points that the BDP processed last year. At that scale, Braze is ingesting roughly 16.3 million pieces of user data every 20 seconds. With the Braze Data Platform, we're not just talking about migrating a few spreadsheets (although, of course, we can support that, too.) This is about powering warehouse-scale data unification for many of the world's leading brands.

Pillar #2: Data activation

Data unification is just stage one of your strategy; the first step before you can start the real work, crafting data-inspired but deeply human campaigns at scale.

While first-party data is central to modern marketing, brands often need access to non-customer information to support their engagement campaigns. In addition to creating and maintaining individual user profiles, the Braze Data Platform makes it possible for brands to easily upload data to Braze Catalogs, then leverage that information to support smarter promotional campaigns, personalized outreach, and other key use cases.

What does this mean for brands?

The Braze Data Platform enables brands to leverage a breadth of data from numerous sources, allowing marketers to act on user behavior in the moment and deliver iterative campaigns across nearly any use case. You can see the scale of what the BDP makes possible when it comes to the 8.7 trillion custom events and user profile updates marketers leveraged last year, highlighting the essential role that data activation plays in supporting effective personalization at scale.

Pillar #3: Data distribution

As marketers run campaigns and customers experience their individual journeys, an abundance of valuable new data is created—data that can help provide a better picture of customer health, business opportunities, and more. But only if you're able to get it out of your customer engagement platform and into other relevant systems across your business.

With the Braze Data platform, brands can export insights from Braze into other systems (e.g. a data warehouse, CDP, analytics solution), supporting more thoughtful, context-rich decision-making across the business. Whether you're using Braze Currents high-volume data export feature, Snowflake Secure Data Sharing, or via our enterprise-grade APIs, the BDP is built to support an ongoing feedback loop that can enrich your insights and support improved business outcomes.

What does this mean for brands?

Different companies are going to have different data needs—and different tech stacks supporting them. But with the Braze Data Platform, our composable approach to tech integrations means that whether you're syncing with Snowflake, Amazon S3, Google Cloud Storage, Microsoft Azure, Amplitude, or a wide range of other solutions, you can be confident that your data will get where it needs to go in a timely fashion.

Final thoughts

As the number of engagement touchpoints continues to grow, the number of data sources will grow, too. Managing that information effectively is essential for long-term customer engagement success—and to do that, you need the right tools. The Braze Data Platform makes that possible, allowing marketers to unify, activate, and distribute the data at their disposal to support relevant, personalized, and engaging customer experiences.

Interested in learning more about the Braze Data platform and how it can support customer engagement success? Check out our Braze Data Platform product page.

Internal Data

All data included in this blog post is approximate and is based on various assumptions. This data is tracked with internal systems and tools that are not independently verified by any third party, and is accordingly subject to adjustment. The methodology underlying the data included in this blog post may vary from prior years and prior year results may not be directly comparable to current results.