Braze from a marketer's view
September 12, 2019

Braze from a marketer's view

Lucia Hua | TrustRadius Reviewer
Score 6 out of 10
Vetted Review
Verified User

Overall Satisfaction with Braze (formerly Appboy)

I am a demand gen marketer using Braze to nurture marketing prospects exclusively through in-app messages, as we use a proprietary marketing automation tool to send emails.
  • Braze is good at managing multiple campaigns simultaneously. It is easy to draft, start, stop, modify, restart, and archive campaigns — the interface is attractive, and the campaign creation/management process is pretty intuitive.
  • Targeting options are very sophisticated. Braze uses both event and analytics data from our offerings to let us choose the exact cohort we want to hit. Delivery triggers are similar, but depending on the instrumentation of the offering our delivery timing may not be optimal (we rarely get this right on the first pass.)
  • One limitation is that once campaigns are launched, Braze does not allow changing conversion events. They do this to maintain data integrity, but in many of our use cases, this does not make sense. However, it is still fairly simple to copy the campaign and then change the conversion event and relaunch. This does mean that we have to sum data to fully see results.
  • Braze has built-in analytics charts and statistics. We use them to get quick insights about campaigns, but feed the data into a third-party tool to understand the results in overall business contexts. Smaller shops may not need to do this, but it is essential when comparing and contrasting multiple data sources and analytics generators. For us, it has been difficult to make a case for end-to-end business impact, e.g. we can show Braze campaigns' "conversion rate," but can't show how it has actually impacted the trial user's experience and conversion to a purchase/win.
I cannot answer this, as I have not interacted with Support directly; I interact with an internal team that works with Braze. This internal team has given us training and enablement (via over the phone training, recordings, documentation, office hours, AND ad hoc meetings), and its members are able to answer most questions we have about our campaigns.

Do you think Braze delivers good value for the price?

Not sure

Are you happy with Braze's feature set?


Did Braze live up to sales and marketing promises?

I wasn't involved with the selection/purchase process

Did implementation of Braze go as expected?

I wasn't involved with the implementation phase

Would you buy Braze again?


Braze is useful in scenarios where the business use case is well defined and instrumentation is in the maturity/complete stage. Overall Braze has a lot of functionality, and can serve as a one-stop-shop for marketing automation. But because I work for a large company, we have yet to fully adopt Braze, as we have other tools that are better integrated with our existing systems and processes.