What type of data does Braze use for Predictive Targeting?

Braze utilizes historical user behavior data for Predictive Targeting, which is vital for understanding users' past interactions and preferences. This data helps in forming a clearer picture of user behavior, allowing businesses to tailor their messaging and improve engagement with targeted campaigns.

The use of historical data means that Braze can analyze patterns over time, such as purchase history, app usage frequency, and content interaction. By leveraging this information, Braze can predict future behaviors, ensuring that marketing efforts are more effective and relevant to individual users. This predictive capability enhances customer experience and increases the likelihood of conversion by delivering content that resonates with users based on their demonstrated actions.

Understanding the context of user interactions through historical data is essential for creating personalized experiences that drive engagement and retention, distinguishing it from approaches that would rely on qualitative feedback, synthetic data, or no data usage at all.