• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Martech: Marketing

Braze launches an app ecosystem with more than 45 integrations

Called Braze Alloys, it’s one more step by this former mobile marketing platform (when it was known as Appboy) toward expanding its channel and functional reach.

Barry Levine on October 15, 2018 at 6:14 pm
  • More

Braze (formerly known as Appboy) has been broadening its scope since it was founded in 2011.

It began as a mobile marketing and customer relationship platform and now, as it addresses other environments such as desktop websites and connected TV, it describes itself as an customer engagement platform.

The New York City-based company has now taken another expansive step, launching an ecosystem of 45+ integration applications called Braze Alloys. Integrations are now available for customer data infrastructure provider Segment, customer data platform mParticle, behavioral analytics suite Amplitude, deep linking provider Branch, A/B testing service Apptimize and attribution service AppsFlyer, among others.

CEO/co-founder Bill Magnuson told me that, previously, his company had tech integrations on an ad hoc basis with various providers. The tech partners in Alloys, he said, were chosen because they are the applications most used by Braze’s 500+ enterprise customers, with multiple providers in every category.

Why this matters. The integrated set of applications provides an environment of connected capabilities, but a key enhancement is the addition of data flows in and out of the Braze platform. Data feeding business intelligence providers like Looker, for instance, flows out of Braze, while attribution, location data, loyalty program and similar customer data flow in.

Braze is now a hub of this data, a role that is becoming increasingly common for a wide variety of marketing and ad tools. At a much larger scale, for instance, Salesforce and its App Exchange have also grown a related application/platform community.

Each hub in such an application ecosystem addresses “spokes” that can, in their own universes, become their own hubs. Segment, for instance, is part of Braze’s Alloys and the center of its own application ecosystem.

As such app communities become even more common, the key differentiators will be which data flows where, and to what degree the hubs offer functional control of their satellites. The first factor, flow of data, will inevitably grow wider, more diverse and increasingly two-way, but the second will determine to what degree these hubs act as virtual, ad hoc — and highly diverse — marketing automation platforms.

This story first appeared on MarTech Today. For more on marketing technology, click here.



About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Related Topics

Channel: Martech: Marketing

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

White Papers

  • State of Email Marketing 2021 Report
  • Three Pillars of CRM Data Management
  • What Customer Experience Means in 2021
  • The 7 Phases of a Website Redesign
  • Rearchitecting Revenue: Accelerating Demand Through Data
See More Whitepapers

Webinars

  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
  • Your Customer is Calling: Make the Most of Your Marketing Spend with Call Tracking
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $99

h
Receive daily marketing news & analysis.

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.