Tooling integrations are great, but need to target more granular audiences
September 18, 2019

Tooling integrations are great, but need to target more granular audiences

Jennifer Rudin | TrustRadius Reviewer
Score 6 out of 10
Vetted Review
Verified User
Review Source

Overall Satisfaction with Braze (formerly Appboy)

Braze delivers great value to the company when it comes to defining granularly targeted audiences based on user behavioral data tracked in Segment for nurturing users with in-browser pop-up message campaigns and email campaigns. In addition to the Segment integration, Braze does a good job with Amplitude integration as well for a deeper dive into the Braze interaction data alongside the every day data the company is tracking on digital clients. We leverage Braze across product teams with a digital offering experience (both hybrid cloud & on-prem), as well as beginning to scale out across geographies and markets for more granular campaigning.
  • Braze support team continues to demonstrate strong expertise and prompt follow-ups on our technical inquiries and debugging assistance as incidents arise.
  • Braze offers a great variation of integrations with tools such as Segment and Amplitude to digest all the data companies are currently tracking on digital clients and analyze those data points in a common environment alongside all Braze interaction events.
  • Braze offers great flexibility in targeting and delivery criteria for campaigns, as well as sets a good standard in thinking about conversion events / success factors for campaigns.
  • The target users tab in Braze does not provide optimal granularity in identifying targeted audiences. The way our company tracks data on users requires us to target audiences with multiple event properties tied back to events.
  • The canvas in-app feature Braze offers does not allow for delivery in specific apps. For a company such as IBM that offers a variety of products and services implemented with Braze, this feature does not serve value and cannot be used.
  • Braze offers A/B testing with multiple variables but they don't expose the variant IDs in the UI of the braze campaign analytics dashboard. This prevents us from easily analyzing the variants of campaign in Amplitude.
  • Positive: A growth hacking experiment was proven successful in nudging users who abandoned their cart after checking out with a product/service and leaving their chart or 24 hours.
  • Positive: A growth hacking experiment was proven successful in nudging users whose credit card failed when trying to upgrade to a paid account.
  • Negative: With the plethora of teams (disciplines / business units / markets) with access to braze, it's easy to accidentally over-nurture users.
Every tool has its pros and cons and niche areas for implementation. Braze offers the value of a variety of multi-media channels, which we leverage for in-app messages and email campaigns, for a plethora of campaign opportunities. Appcues and WalkMe only offer in-app messages but mainly for the purposes of a guided onboarding experience.
Support at Braze is phenomenal at getting into the weeds of debugging issues and stepping into the shoes of our implementation. Braze support team continues to demonstrate strong expertise and prompt follow-ups on our technical inquiries and debugging assistance as incidents arise.

Do you think Braze delivers good value for the price?

Not sure

Are you happy with Braze's feature set?

Yes

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?

Yes

  • Great for nudging users to gain a more valuable experience in the UI of the product with in-app messages.
  • Great for preventing churn with emails.
  • Great for experimenting and A/B testing content in nurture campaigns.
  • Great for targeting users effectively based on Segment instrumented data.
  • Great for analyzing data in Amplitude post campaign launch to see interaction data alongside segment data.