Although point and click interfaces are great for “creating really simple things quickly,” audiences can quickly become error prone as the segmentation logic grows in complexity.
Data analysts like Cuong felt restricted by the limitations posed by marketing and CRM tools in terms of building audiences or segments.
They needed a way to build more complex segments and push those into Braze It wasn’t just the availability of data that was hindering Canva’s personalization efforts. We just didn't have the link to be able to send that data into Braze.” 2. “Some of that user data was only coming in, or it was coming in most easily, into the data warehouse. That data, however, already lived in the data warehouse. “In order to collect this data we’d have to insert Braze tags into different parts of our products that we might not have wanted to,” explains Cuong. They needed to send more data into Braze Data analysts like Cuong wanted to be able to leverage additional user data to build segments in Braze, but this data wasn’t readily available or easy to get into Braze. To get to the next level with its personalization strategy, the growth teams identified two key needs: 1. More personalization requires more data in BrazeĬanva’s growth marketing teams use Braze (a Census partner) as its messaging platform.
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