Email marketing has come a long way since Loren McDonald’s “call to arms” for email marketers. McDonald, Chief Analyst at Paren, proclaimed that “analytics are the new metrics.” ESPs have been incorporating advanced analytics into their platforms ever since. But then, there is a good use of analytics and a bad use of analytics.
This is something that has stood out in our work with 600+ agencies and 100+ Fortune 500 brands.
Today, you might find out into which category your team falls. If you feel you’re not getting much out of analytics in Braze, just stay put.
Braze’s analytics capabilities stand out among its many other features as a game-changer. In this post, our in-house Braze specialist explains how to leverage Braza’s advanced analytics to smarten up all your campaign decisions. Let’s get started from the top.
1. Understanding Braze’s Advanced Analytics Tools
2. Building smarter campaign strategies with Analytics
3. Real-Time Decision Making with Braze’s Dashboards
4. Best practices for using Braze Analytics
1. Understanding Braze’s Advanced Analytics Tools
Braze offers a variety of analytics tools to help marketers dig deeper into campaign performance. These tools include the following.
a. Engagement Reports
Engagement Reports provide a detailed look at how users interact with your campaigns. You can track key metrics like open rates, click-through rates, and conversions to identify which campaigns resonate most with your audience. For more advanced features The Campaign Details panel provides a comprehensive summary of the overall performance of your email campaign. Additionally, you can evaluate delivery, audience, and conversion settings from this section. Using Heatmaps, you can see how successful different links are in a single email campaign.
b. Funnel Analysis
Braze’s Funnel Analysis helps you visualize the customer journey by identifying drop-off points in your campaign flow. This is particularly useful for optimizing multi-step campaigns, such as onboarding sequences or abandoned cart flows. Beyond the conversion events or message engagement events you first put up, Braze funnel reports let you compare the effectiveness of your communications. As a result, you can use a funnel to measure conversions for an event that you didn’t add at first.
c. Predictive Analytics
With Braze’s predictive analytics, you can forecast user behavior, such as churn likelihood or future purchase probability. This empowers you to proactively address potential issues or capitalize on opportunities. Predictive analytics components such as Likelihood Score, Targeting Users, Prediction Quality, Estimated Results and Event Correlation Table can be used for more precise decision making.
d. Custom Events and Attributes
Custom events and attributes allow you to track unique actions specific to your brand. Whether it’s a button click, video view, or in-app purchase, these data points provide deeper insights into user behavior. Braze allows you to trigger your campaigns and Canvas using these custom events and also segmenting users based on these custom events.
e. Cohort Analysis
Cohort Analysis enables you to group users based on shared characteristics or behaviors, making it easier to evaluate how different segments respond to your campaigns.
2. Building smarter campaign strategies with Analytics
Once you’re familiar with Braze’s analytics tools, the next step is to use these insights to inform your campaign strategies. Here’s how.
a. Set Clear Goals and KPIs
Before launching a campaign, define what success looks like. Are you aiming to increase app downloads, boost retention, or drive repeat purchases? Use Braze’s analytics to monitor your progress toward these goals. Braze lets you establish conversion events for each of your campaigns and Canvases so you can monitor engagement metrics and the information you need to understand how messaging affects your KPIs.
b. Leverage A/B Testing
Braze makes it easy to run A/B tests and measure the impact of different campaign elements. Test subject lines, call-to-action buttons, messaging, or send times to optimize performance based on data. Braze also allows multivariate testing of two or more variables at the same time.
c. Personalize Campaigns with Behavioral Data
Use the insights from engagement reports and custom events to create highly personalized campaigns. For example, if a user frequently engages with a specific product category, tailor your messages to highlight similar items.
d. Optimize the Customer Journey
Identify bottlenecks in your funnels and refine your campaign flows to reduce drop-offs. For example, if you notice users abandoning their carts after viewing the shipping page, consider offering free shipping or simplifying the checkout process.
e. Act on Predictive Insights
Use predictive analytics to identify at-risk users and re-engage them with targeted campaigns. Similarly, reward high-value customers with exclusive offers to encourage loyalty.
3. Real-Time Decision Making with Braze’s Dashboards
Braze’s intuitive dashboards allow you to monitor campaigns in real time, enabling you to make adjustments on the fly. For example:
- Spot Underperforming Campaigns Early: If a campaign isn’t meeting benchmarks, pause it, analyze the data, and re-launch with improvements.
- Capitalize on Trends: If you notice a spike in engagement due to a trending topic, quickly launch a relevant campaign to maximize impact.
4. Best practices for using Braze Analytics
Take a look at the following Braze analytics best practices:
- Integrate Data Across Channels: Ensure all your customer engagement channels—email, push notifications, in-app messages, SMS—are connected to Braze for a holistic view of user behavior.
- Regularly Review Metrics: Don’t just set it and forget it. Regularly review your analytics to spot new trends or areas for improvement.
- Train Your Team: Ensure your team is well-versed in Braze’s analytics tools to fully capitalize on their capabilities.
Wrapping Up!
Braze’s advanced analytics empower marketers to move beyond guesswork and make data-driven decisions that drive real results. By leveraging tools like engagement reports, funnel analysis, and predictive analytics, you can fine-tune your campaigns, deliver personalized experiences, and foster deeper connections with your audience.
Need help with Braze? Get in touch with our Braze-certified team.
Rudra Tibak - Subject Matter Expert (SME)
Rudra is the Sr. Campaign Manager at Mavlers, an email marketing maven who turns inbox monotony into marketing magic! With more than 4 years of crafting captivating campaigns, he's adept at concocting clever subject lines and perfecting pixel-perfect templates. Off-duty, he's a sports enthusiast, thriving on the adrenaline rush of a good match. And when the sneakers come off, he dives into spirited debates with wit sharper than Occam's razor.
Susmit Panda
A realist at heart and an idealist at head, Susmit is a content writer at Mavlers. He has been in the digital marketing industry for half a decade. When not writing, he can be seen squinting at his Kindle, awestruck.
Lost A Subscriber? Maybe That’s A Good Thing!
The Smart Marketers’ Ultimate Guide to PPC Competitor Analysis & Strategy