I’m almost 2 months into my SFMC -> Braze journey. Here are some initial thoughts (in length order, whee!):
- It’s well-documented
- Very refined interface
- Mostly case-sensitive
- It’s not a data platform
- App and event focused
- All tagging, no foldering
- Liquid scripting is verbose
- SQL is of the Snowflake variety
- Canvases can be chained together
- Consent tracking is still challenging
- Stock pages and templates aren’t horrible
- AI integration is actually logical and helpful
- Conversions and their metrics are a core feature
- Frequency suppression is built-in and configurable
- Training material is actually helpful for certification exams
- Data isn’t immediately available because it’s constantly changing
- Technical support is still a battle, but there’s competence eventually
- You still need a data hygiene and duplication management approach
- No environments, no versioning (except with naming), no automated code promotion
- Uses a common user data model, custom attributes and limited relational data storage
- You can easily parse structured data when building segments and personalizing content