The Guiding Principles Behind the Braze Data Platform

At Braze, we aim to be thoughtful, dependable stewards of our customers' data (and their customers' data). We take this responsibility seriously, and this commitment has shaped our strategy in developing data products, as well as the partners with whom we integrate.

Recently we announced the Braze Data Platform, a comprehensive, composable set of data capabilities and partner integrations that help brands unify, activate, and distribute their zero- and first-party data. With these capabilities, brands can uncover valuable insights and take action to create memorable, retention-driving experiences for their customers.

We recognize that every brand has a set of preferred technologies they use and have set up their technical architecture in a way that best serves their needs. The Braze Data Platform ensures we can work seamlessly with the existing tech stack to optimize workflows and fuel continuous innovation.

With that said, we anchored on three guiding principles as we built out new capabilities and partner integrations:

1. Make brands' data—not their employees—work harder.

In our 2024 Global Customer Engagement Review, we found that 98% of survey respondents identified issues holding them back from being more creative and strategic. Roughly 40% of marketers say they don’t have the technology to execute their creative ideas, and only 6% of brands say they’re applying customer insights to their product, brand, and creative strategies. It’s clear marketers are facing challenges in delivering meaningful brand experiences.

With the Braze Data Platform, we offer our customers a flexible, composable collection of data technologies and integrations that enable them to do more with the data at their disposal. This can include proprietary data collected within Braze, or data collected and/or managed by one of our partners– cloud data warehouses, customer data platforms (CDPs), or other software-as-a-service (SaaS) applications. As always, we put ourselves in our customers' shoes, and prioritize partner integrations and data products that support bidirectional, real-time data sharing to maximize the impact and value of this data for customer engagement.

2. Enhance data agility to fuel amazing, relevant user experiences.

Another factor that holds brands back is a lack of data agility—the ability to quickly and efficiently access, manage, and utilize data—which can lead tapo the underutilization of customer data and insights.

Companies that invest in data agility are better positioned to deliver experiences that drive impactful cross-channel engagement. From the early days of our company, we’ve prioritized building Braze products in ways that allow brands to understand and act on all kinds of data, supporting real-time segmentation, orchestration, and personalization.

Our expanded data capabilities empower marketers to do even more with their data. This includes leveraging valuable data generated and collected with Braze and sending it to preferred third-party systems for further analysis and understanding.

3. Keep customer data safe.

Secure coding practices and data privacy protections are built into our software development life cycle across all of our products, policies and processes. We're vigilant about security testing our products, conducting security audits, and consistently evaluating our security controls. Our well-staffed, world-class enterprise security team and corporate data privacy legal team ensure that we are continuously improving how we operate.

Jon Hyman

Cofounder and CTO at Braze

At Braze, we've long incorporated data privacy and security by design. That dedication—for our organization, our customers, and our customers' customers—is demonstrated by our ISO 27001 certification and successful SOC 2 Type 2 audits. Additionally, we maintain a public bug bounty program to proactively address potential vulnerabilities and have a dedicated security team committed to safeguarding customer data.

Key Takeaway

With the Braze Data Platform, marketers can feel confident that they’re making data-driven decisions without reliance on technical teams. To learn more about how to build strong customer relationships and deliver tailored customer engagement with first-party data, check out the Braze Data Platform.