Customer engagement platform Braze has a new Data Platform that is set to unify its data capabilities and partner ecosystem to streamline data unification, action, and distribution.

The new platform aims to assist marketers in creating memorable and relevant customer engagements, following research from Braze that showed only 24% of brands are mapping customer behaviour and sentiment, and a mere 6% are utilising this data to inform their product and brand approach. The Braze Data Platform aims to address this gap by enabling brands to unify data for accessibility via enhanced ecosystem integrations, activate data for increased personalisation and relevance, and distribute data to build brand equity.

The platform introduces new features such as CDI Segments, an extension of Braze Cloud Data Ingestion (CDI), which is now available in early access for partners, including Amazon Redshift from Amazon Web Services (AWS), Databricks, and Snowflake. The platform also enhances data management capabilities in Braze Catalogs and Sage AI by Braze, which aids in testing and delivering personalised experiences at scale.

"Modern marketers need access to a unified view of their data, to connect with their customers personally in an efficient and personal way. Our mission with the Braze Data Platform is to empower brands of all sizes to harness the power of their data for superior customer engagement across digital channels. Our platform seamlessly integrates with leading data ecosystem technologies, allowing brands to unify and activate their data effortlessly. With a real-time stream processing foundation, Braze allows brands to gain immediate insight into customer behaviour," said Chief Product Officer of Braze, Kevin Wang.

The Braze Data Platform also facilitates secure and efficient distribution of product, engagement, and customer data to preferred third-party tools for deeper analysis. This includes analytics and business intelligence solutions from Amplitude, Contentsquare, Mixpanel, Snowplow, and others. Braze works directly with customers to prioritise integrations with their preferred data sources and destinations.

"Snowflake is aligned with Braze in the shared goal to help brands leverage their data more fully. The Braze Data Platform is a positive step in this journey, helping make data work harder. Bringing applications to the data is the backbone of our AI Data Cloud product vision, and we're thrilled to see how Braze helps brands with this today," said Head of Technology Alliances at Snowflake, Tarik Dwiek.

Braze closely partners with customer data platforms (CDPs) like Amperity, Amplitude, Census, Hightouch, mParticle, Rudderstack, Simon Data, Tealium, Treasure Data, and Twilio Segment, to further enhance its data capabilities.