How are user segments typically defined in Braze?

User segments in Braze are typically defined by user behavior and attributes. This approach allows marketers and product teams to create targeted campaigns based on specific characteristics and actions of the users, enhancing the relevance and effectiveness of messaging.

Defining segments based on user behavior includes aspects such as purchase history, engagement levels, and interaction with app features. Attributes might include demographics, preferences, or custom user data that help to refine the segmentation further. This capability allows businesses to tailor their communications, optimize user experiences, and ultimately drive better conversion rates.

In contrast, segments defined by geographic location alone do not capture the diversity and nuances of user interactions that can significantly influence marketing effectiveness. Similarly, segments based solely on app download date or device specifications would limit the ability to target users meaningfully, as these factors do not encompass user engagement or preferences. By focusing on behavior and attributes, Braze provides a powerful way to connect with users in a more personalized manner.