Customer engagement platforms like Braze are critical in today’s marketing stack.
They not only enable brands to engage with customers in a way that feels unique to them, they do so without being too salesy. This is huge, both from the brand’s perspective and for the customer. When syncing data like purchase history and site visits into Braze, a customer’s experience becomes truly tailored to them.
And with our new release of GPT columns, Census can make Braze even more powerful. GPT columns are an LLM-based computed column that sits directly within our datasets UI. They are currently powered by Open AI (and soon others!) and allow you to bring your own API key to stay in complete control.
Below walks through how you can set up GPT columns and sync that enriched data into Braze in minutes. For more ideas on how you can supercharge your use of Braze, keep reading.
Optimize Onboarding with More Segmentation Criteria
Get more out of your Braze profiles by enriching them with information from your data warehouse.
For example, AI enrichment can add a persona classifier to your contact records to assign them to a role-based sequence. Get the prompt below:
Your task is to assign personas to the listed job titles.
1. Review the job title listed in {record['TITLE']}.
2. Assign a matching persona by the following logic:
If the person is a senior leader, return [Executive]. Look for titles including Vice President, VP, Chief, or anything in the C-suite
If the person has a sales or marketing title, return [Go to market]
If the person has a title in growth or ops, return [Ops]This AI prompt can create a new column with persona details that syncs to Braze.
Once this data is in Braze, you can do some pretty interesting stuff with segmentation. Want to send a custom onboarding journey to your go to market users? Easy. A specialized welcome message for your executives? Done.
You can trigger cross-channel messaging to trigger a rich and individualized onboarding flow to increase activation and subscription rates.
Want more segmentation enrichments? Check out how we do this for industry data:
Personalize Nurture Emails With Product Analytics
Once your customer has been onboarded, you can intelligently personalize nurture campaigns to drive conversion and increase retention.
For example, you can use a prompt to analyze a users's interactions with your app and suggest content they may be interested in. You can even take this a step further by asking GPT to write an email subject line to engage the user.
“Evaluate the setup steps completed and first-time product use within the onboarding period. Score onboarding progress as a percentage, highlighting any missed milestones, and provide suggestions for next steps. Draft a personalized email subject line and email content based on this.”
This ensures your customers are taking all of the right actions to get the most out of their product experience. If they are spending a lot of time with one feature set, you can nudge them to expand their use cases or uncover additional features they hadn’t yet seen.
See how we use a prompt like this for outbounding emails synced to Braze below:
Expand Accounts with Highly-Targeted Messaging
Now you have a customer that has been fully onboarded and activated, and you want to keep them loyal, happy, and purchasing more of your product.
You can surface items they will most likely purchase by using the following prompt:
“Analyze recent purchases, products browsed, and website activity in the last 30 days to create a personalized greeting and email recommendation. Suggest two new products based on their previous purchases and recent views, emphasizing complementary items.”
With Census’s GPT columns, you can use existing data in your warehouse to make the messaging even more powerful by suggesting copy that speaks directly to their existing behavior.
The Bottom Line
Braze is great on its own, but it becomes a customer engagement powerhouse when you connect it to your first-party data, and enrich that data using GPT. Start small, prove it works, then go big. Your customers will love the more personalized experience, and your team will love the results.
Ready to get started?
To learn more about how Census uses GPT to automate fit scoring, suggest relevant content, and more, check out our blog!