Circle Opinion

How Braze’s Canvas components personalise marketing journeys

Arman Hamid

In the last part of our ongoing blog series exploring the Braze platform, we shared our key takeaways from this year’s Braze City x City London event. Today, I’ll dive into Braze’s various Canvas components and how you can leverage them to personalise your marketing journey.

What are Braze’s Canvas components?

By using a Canvas in Braze, you can unlock new user journeys that will improve processes and increase the effectiveness of reaching your audience. Here I break down a few of the Canvas components that enable a truly personalised marketing journey.

Action path

An Action path in a Canvas helps you to sort users based on their actions. By using an Action path, you can customise user paths based on custom events and engagement events and hold users for a given duration to prioritise their next path based on their actions during the evaluation window.

Within the Action setting module, you can choose how long you want to keep users in the Action step by choosing the evaluation window. This is set to one day by default, but can be customised to seconds, minutes, hours, days and even weeks.

Audience path

Audience paths help narrow down and target users by sending users down different paths based on specific criteria such as age groups, country and even user preferences. An Audience path allows you to intuitively filter and segment users with a strategic priority-based user-grouping.

Imagine a sorting funnel with ranking criteria: users are evaluated for each criterion in a priority order and sent down the path of the highest-ranking criteria they qualify for. An Audience path allows for up to eight audience groups, and for each group, you can assign specific filters or segments. The true power of an Audience path comes from its ability to assign priority, enabling you to target users that fall into specific filters and segments while still targeting users that might not fit those specific criteria all in one single Canvas component.

Decision Split

A Decision Split is a ‘yes or no’ feature that creates two mutually exclusive paths for users based on either an action or a user’s attributes, enabling a personalised, real-time experience for users. Within a Decision Split, you must use a segment or filter to create a ‘yes or no’ query to evaluate users.

An example of a Decision Split could be whether a customer is push enabled – ‘yes’ or ‘no’. In the case of a yes, the user would go down the push message path, and in the case of a no, users would go down an email path.

Delay components

Delay components help achieve the desired delay in communications, ensuring the user receives a message at a specific time and date (e.g. three-day delay) or holds users for a designated time. When using a delay step, it’s important to consider that the delay step’s limit is 30 days, and that a delay component can only be connected to one next step.

Experiment paths

Experiment paths allow you to test multiple Canvas paths against each other and a control group at any step level. It enables the random assigning of users down different paths, ensuring you can test which path is most effective.

As an example, if you want to test results between different time delays before a message after a user completes an action, you can do so while also setting a condition that after a specific experiment evaluation window, the winning path will be used, and the other paths ignored.

Our partnership with Braze

As a trusted Braze partner, our multidisciplined team can help you get the most out of Braze and customise your marketing journey to resonate with your customers. If you’re looking to adopt Braze or are already a Braze user, contact us to find out how you can start enhancing your marketing journey by harnessing Braze’s Canvas components.

Continue reading:

Blog 1 – Exploring Braze: optimising your CRM by leveraging key features

Blog 2 – How to elevate your brand through the power of Braze’s Sage AI suite

Blog 3 – Leveraging Braze’s Winning Paths to augment Canvas performance

Blog 4 – CACI’s Braze City x City 2023 takeaways

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Arman Hamid