LiveRamp

Learn how to connect LiveRamp and Braze through Snowflake Data Sharing or Braze Currents to create highly personalized and relevant marketing campaigns by reducing the time to insights, breaking down data silos, and optimizing customer engagement. This integration enhances data-driven marketing by providing actionable person-based insights and consolidating consumer touchpoints for better audience segmentation and timely campaigns.

Integration options

You can integrate LiveRamp with Braze using one of two methods:

• Snowflake Data Sharing: Share Braze data directly through Snowflake’s Secure Data Shares without moving data. This method leverages benchmarks powered by Snowflake to help refine your marketing strategies against industry standards.
• Braze Currents: Stream real-time, event-level engagement data from Braze to a cloud storage destination (Amazon S3, Google Cloud Storage, or Microsoft Azure Blob Storage), then load that data into your data warehouse and use LiveRamp’s identity resolution capabilities in your cloud environment.

important

Snowflake’s Secure Data Shares does not transfer data between LiveRamp, Snowflake, and Braze. Data is only shared through Snowflake’s services and metadata store, meaning no data is copied and no additional storage charges occur. Access to shared data is controlled and governed using the access controls of your Snowflake account.

Use cases

This integration supports the following use cases across all data warehouse environments:

• Data minimization: LiveRamp’s solutions use secure data sharing features or cloud-native identity resolution to read tables directly from your data warehouse. No data is moved until the point of delivery to the downstream partner.
• Secure 1st party activation: By using LiveRamp’s identity resolution, LiveRamp’s activation application only uses the RampID-based tables in your data warehouse, so PII never has to leave your environment.
• Expedite time to live: By resolving data to RampID directly in your environment, delivery to an end destination can occur within a matter of hours, compared to several days when using LiveRamp’s more traditional file-based approach. This greatly increases the ability to optimize campaign performance in a timely manner.
• Operational savings: Through secure data sharing or cloud-native identity resolution, you save time and money when compared to coordinating egress of files to LiveRamp or directly to any end destination.

Integration with Snowflake Data Sharing

The following steps describe how to integrate LiveRamp with Braze through Snowflake Data Sharing.

Prerequisites

Step 1: Request a data share from Braze

First, contact your Braze account manager or customer success manager to purchase a Snowflake Data Share Connector for your Braze account. When you request a data share, Braze will provision the share from the workspace(s) that the share was purchased. After the share is provisioned, all data is immediately accessible from within your Snowflake instance in the form of an incoming data share. Once the share is visible in your instance create a database from the share so you can see and query the tables.

For a full walkthrough, see Snowflake integration guide with Braze.

Step 2: Set up the LiveRamp app in Snowflake

Translation and identity resolution capabilities are available within Snowflake through the LiveRamp Identity Resolution and Translation native app, which creates a share to your account, opening up a view to query the reference dataset from within your own Snowflake environment.

To set up the native app, follow these steps on the LiveRamp docs: Set Up the LiveRamp Native App in Snowflake. When you’re finished, continue to the next step.

Step 3: Create a data table

warning

Before preparing any PII-based tables, be sure you understand LiveRamp’s privacy filter which is run during jobs to ensure that the attribute columns (non-identifiers) in your input tables do not contain values that are too unique. This is critical for maintaining consumer privacy and avoiding reidentification.

Next, create a data table with the required format that will be called against the LiveRamp native app. Refer to the following categories to determine which of your identifiers are eligible for resolution:

Braze identifiers

Braze’s event logs contain identifiers you can use within the LiveRamp native app. For a full list of available identifiers for each event type, download the Braze Event Schemas and Identifiers.

important

The use of any client or brand-specific custom identifiers within LiveRamp’s application requires an identity sync with LiveRamp.

Step 4: Set your variables

Next, set your variables for the job in the Execution Steps worksheet provided in the app. This includes details like the target database, associated tables (input data, metrics, logging), and defining the output table name. For a full walkthrough, see LiveRamp: Specify the Variables.

Step 5: Create the metadata table for PII resolution

Now that your variables are set, create the metadata table for PII resolution. This gives details on the specific job type to be executed based on the category of identifiers involved. For a full walkthrough, see LiveRamp: Create the Metadata Table.

Step 6: Perform the identity resolution operation

Finally, perform the identity resolution operation. For a full walkthrough, see LiveRamp: Perform the Identity Resolution Operation.

• example input
• example output

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call lr_resolution_and_transcoding(
$customer_input_table_name,
$customer_meta_table_name,
$output_table_name,
$customer_logging_table_name,
$customer_metrics_table_name
);

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call check_for_output(
$output_table_name
);

Next steps

With your data now pseudonymized to your dedicated encoding of RampID, you have the ability to share the RampID-based tables to LiveRamp’s Managed Activation Application for streamlined fulfillment to your key advertising platform partners. The Activation Application includes a business-user friendly interface for additional segmentation and selection/configuration of downstream destination partners. For more details on the application, contact your LiveRamp account team or [email protected].

Integration with Braze Currents

Braze Currents provides a real-time stream of engagement events that can be exported to cloud storage destinations. You can use Currents with LiveRamp to stream Braze event data to cloud storage, load it into your data warehouse, then apply LiveRamp’s identity resolution capabilities within your cloud environment.

How it works

1. Braze provides real-time, event-level data: Braze streams raw engagement data to your data warehouse or storage destination through Currents.
2. LiveRamp connects data to RampID: LiveRamp removes PII and connects your data to your brand’s universal identifier, RampID.
3. Activate and measure: First-party data from Braze can be combined with other third-party data to create more precise customer segments for advertising. Pseudonymized audiences are sent to LiveRamp for downstream activation in platform partners, and LiveRamp receives ad exposure data from partners for measurement at the people-based level.

Supported cloud platforms

LiveRamp’s identity resolution capabilities are available in the following cloud environments:

note

LiveRamp Embedded Identity in BigQuery is currently in beta. Contact [email protected] to discuss participating in the program.

Prerequisites

Step 1: Set up Braze Currents

First, set up Braze Currents to stream your engagement data to your cloud storage destination. Refer to the following guides based on your chosen platform:

• Amazon S3
• Google Cloud Storage
• Microsoft Azure Blob Storage

Configure Currents to export the events that contain the identifiers you need for LiveRamp identity resolution. For a full list of available identifiers for each event type, refer to the Customer Behavior Events and Message Engagement Events glossaries.

Step 2: Set up LiveRamp identity resolution

After Currents is streaming data to your cloud storage, work with your LiveRamp representative to set up identity resolution in your cloud environment:

• For BigQuery: Follow the LiveRamp Embedded Identity in BigQuery setup guide to enable identity resolution and RampID translation. Coordinate with your LiveRamp representative to complete the agreement and provisioning steps required for the beta program.
• For AWS: Follow the LiveRamp Identity in AWS setup guide to configure RampID identity resolution using AWS Entity Resolution or ADX standalone.

Step 3: Load and transform your data

Create an ETL (Extract, Transform, Load) process to:

1. Load the Currents data from your cloud storage into your data warehouse tables.
2. Transform the data into the format required by LiveRamp’s identity resolution service.
3. Prepare input tables with the identifiers needed for LiveRamp resolution (such as email addresses, device IDs, or external user IDs).

Step 4: Perform identity resolution

Use LiveRamp’s cloud-native identity resolution to resolve your Braze identifiers to RampIDs. The process:

1. Resolve provided identifiers (PII or Device) to LiveRamp’s pseudonymous person-based identifier, RampID.
2. Write the output tables with RampIDs back to your data warehouse, with PII data removed.

Step 5: Activate your audiences

With your data now pseudonymized to RampID, you can:

• Combine first-party data from Braze with other data sources to create more precise customer segments.
• Activate pseudonymized audiences through LiveRamp’s activation platform for advertising campaigns.
• Receive ad exposure data from partners for measurement at the people-based level.

For more details on activation, contact your LiveRamp account team or [email protected].

Troubleshooting

note

If you have more specific issues or questions, contact [email protected] or [email protected].

Snowflake Regions

The Snowflake native app is currently only available for the following US-based regions:

• aws-us-east-1: POA18931
• aws-us-west-2: FAA28932
• azure-east-us-2: BL60425

Privacy & Column Values

LiveRamp’s identity resolution process evaluates the combination of all column values on a per-row basis for unique values. If a particular combination of column values occurs 3 or fewer times, the rows containing those column values will not be matchable and will not be returned in the output table. Likewise, to ensure privacy, the LiveRamp service assesses the uniqueness of combinations of column values, ensuring that if over 5% of the file’s rows become unmatchable due to rare combinations, the job will fail.

Historical Data

Historical data in Snowflake goes back to April 2019, but there may be slight differences in data from before August 2019 due to product changes.

Speed, Performance, Cost

The speed and cost of queries depend on the warehouse size used. Consider your data access needs when selecting a warehouse size.

Braze Benchmarks

Benchmarks allow you to compare your metrics with industry standards, available directly in the Snowflake Data Exchange.

Breaking vs. Non-Breaking Changes

Be aware of changes that can affect your integration. Breaking changes will be preceded by an announcement and a migration period.