Learn How to Effectively Send Web Events Data using Braze Web SDK

What is Braze?

Braze is one of the leading Customer Engagement Platform, partnered solution with AWS and has been awarded the leader for Cross Channel Marketing.

It allows brands to create relevant and memorable experiences that support stronger consumer/brand relationships by tailoring personalized and targeted campaigns across various channels based on data sent into the platform.

Braze can not only be implemented on Web but also on different devices such as apps, TV & OTTs such as Amazon Fire TV, Android, Roku, Apple TV etc.

However, as a data collection professional, it is important to understand the differences between Braze and other analytical platform to know why sending data to Braze using the Web SDK is different.

How Braze tracking model is different compared to other marketing & analytics platform?

As mentioned above, Braze is billed on data points and hence, it’s very important to be precise on strategy before integration & implementation. Unlike analytics tools such as Adobe Analytics or Google Analytics where we can pass the entire data layer as parameters is not recommended in Braze. Each event that is planned send to Braze should be well decided based on the campaign targeting requirements.

Definition:

“Data points” shall refer to a billable unit of use of the Braze Services, measured by a session start, session end, custom event, or purchase recorded, as well as any attribute set on an end user profile. For clarity, each one of the above-mentioned data (such as session start, session end, custom event, or purchase recorded, as well as any attribute) set to an end user’s profile at one point in time shall each count as a single data point.

Simple thumb rule is to send the necessary events and parameters which will be useful for all your marketing campaign automation.

Below table shows few examples of billable data points:

Prerequisites:

1. Access to Braze Platform.
2. Any Tag Management System to integrate Braze Web SDK & send Events along with parameters.
3. Data Layer on Website.

Now, let’s consider couple of use cases to understand how exactly we should strategies Braze.

In above requirement, we should only be sending “Sign in Finish” event with “First Name”, “Last Name” & “Customer Type” along with “User Id” (for Braze to identify signed in user) as customer attributes.

In above requirement, we should only be sending “remove from cart” event with “product name/id” & “price” as event attribute. There is no need to send other product parameters like product category, product list name etc. The “price” parameter will provide total cart abandonment revenue & the “product name” parameter will be used in a Braze segment to retarget the abandoner with the same product.

Conclusion

Braze stands out as a powerful customer engagement platform that excels in creating personalized and targeted experiences across multiple channels. By leveraging a user-centric data tracking model, Braze allows brands to connect with their audiences in meaningful ways, but it also necessitates a strategic approach due to its unique pricing structure based on data points. Unlike other analytics platforms that operate on a broader event-centric model, Braze requires precision in selecting which events and attributes to track, making thoughtful data planning crucial to avoid unnecessary costs.