Braze (formerly known as the Appboy) has expanded its scope since its founding in 2011.
In its early days, it was a platform for mobile marketing and customer relationships. Today, to the extent that it addresses other environments, such as desktop and smart TV websites, it describes itself as a platform for engaging customers.
The New York-based company has taken another important step by launching an ecosystem of more than 45 applications of integration called Braze Alloys . Integrations are now available for the Segment Client Data Infrastructure Provider, the mParticle Client Data Platform, the Amplitude Behavioral Analysis Suite, the Deep Link Provider, the A / B Test Service, the Apptimize service and the AppsFlyer attribution service.
CEO and co-founder, Bill Magnuson, said that before, his company was performing technology integrations on an ad-hoc basis with different vendors. The technology partners in Alloys, he said, were chosen because they are the most used applications by more than 500 Braze enterprise customers, with multiple vendors in each category.
Why this is important. The integrated set of applications provides an environment of connected features, but an essential improvement lies in the addition of inbound and outbound data streams from the Braze platform. BI providers like Looker, for example, are coming out of Braze, while attribution, location data, loyalty program and similar customer data are entering.
Braze is now a hub of this data, a role that is becoming more and more common for a wide variety of marketing and advertising tools. On a larger scale, for example, Salesforce and its App Exchange app have also developed a community of apps and related platforms.
Each hub of such an ecosystem of applications addresses "spokes" that can, in their own universes, become their own hubs. The segment, for example, is part of Braze's alloys and is the center of its own ecosystem of applications.
As these application communities become more and more common, the main drivers of differentiation will be the data flows where, and to what extent, the hubs provide functional control of their satellites. The first factor, the data flow, will inevitably become larger, more diverse, and more bi-directional, but the second will determine how far these hubs act as virtual, ad-hoc, marketing automation platforms. and very diverse.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.