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

To build strong relationships with their customers, brands need 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 handling customer insights makes it possible to deliver the sorts of personalized experiences consumers expect. To that end, 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? Between January 1 and December 31, 2025, the Braze platform:

• Processed 25.8 trillion data points from a variety of ingestion sources (including SDKs and APIs).
• Made 8.7 trillion profile updates via our reverse ETL tool, Cloud Data Ingestion (CDI), among other ingestion methods.
• Streamed nearly 13 trillion events to our customers via our Currents product.

Let's take a peek behind the curtain and explore the scale, reliability, and performance of the Braze Data Platform—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 a growing focus. That's why the Braze Data Platform is designed to make it easier for brands to unify first-party data quickly and flexibly.

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

*Usage was measured between January 1 and December 31, 2025

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) even at a massive scale. With the Braze Data Platform, we're not just talking about migrating a few spreadsheets (though, of course, we can support that, too); we're making 16.6 billion zero-copy updates in the course of the year.

But even that number doesn't fully speak to the scale we support. Consider the 25.8 trillion data points that the BDP processed during calendar year 2025. That volume is so large that really conceptualizing it often means working our way down to numbers that we can intuitively understand. At that scale, Braze is ingesting roughly 16.3 million pieces of user data every 20 seconds. If each piece of data were a person, that would be more than the populations of New York City, Los Angeles, and Chicago combined!

Pillar #2: Data activation

Data unification is just stage one of your strategy; the first step before you can start the real work: Namely, 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 enables brands to easily upload data to Braze Catalogs and leverage that information to support smarter promotional campaigns, personalized outreach, and other key use cases.

*Usage was measured between January 1 and December 31, 2025

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, not just in the 13 million campaigns and Canvases powered using custom events within Braze, but also in the 8.7 trillion custom events and user profile updates that brands generated and leveraged during calendar year 2025, highlighting the essential role that data activation plays in supporting effective personalization at scale.

Effective personalization also depends on data hygiene. Last year, the BDP combined data from multiple sources to consolidate 848 million user profiles—giving brands a single, trusted view of their customers, enhancing data quality, and powering more meaningful customer engagement. By unifying fragmented signals into a single record, marketers were able to gain a more holistic view of each customer, making it easier to understand and engage them successfully.

Pillar #3: Data distribution

As marketers run campaigns and customers experience their individual journeys, an abundance of valuable new data is created. That data 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. data warehouses, CDPs, analytics solutions), supporting more thoughtful, context-rich decision-making across the business. Whether you're using our Braze Currents high-volume data export feature, Snowflake Secure Data Sharing, or leveraging our enterprise-grade APIs, the BDP is built to support an ongoing feedback loop that can enrich your insights and support improved business outcomes.

*Usage was measured between January 1 and December 31, 2025

What does this mean for brands?

Different companies will have different data needs—and different tech stacks to support them. But with the Braze Data Platform, our massive scale (with 13 trillion events streamed back to customers’ ecosystems in calendar 2025) and 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 they have to support relevant, personalized, and engaging customer experiences.

Still trying to wrap your head around the scale of the Braze Data Platform? Consider this article. On average, it takes 6 minutes to read the whole thing. In that time, Braze would have ingested 285 million data points, streamed 148 million events back to our customers, and made 99 million user profile updates, based on our 2025 numbers. That's a level of scale and reliability that only comes from years of engineering with our customers in mind.

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.