Driving revenue growth through 1:1 personalization with BrazeAI Decisioning Studio™

Q: What is AI decisioning?

AI decisioning is an AI-powered decision system (such as BrazeAI Decisioning Studio™) that uses reinforcement learning (RL) to personalize experiences to optimize a specific goal, such as revenue, retention, or engagement. It takes first-party data about each customer—like recent activity, preferences, and lifecycle stage—and makes 1:1 decisions across messages, channels, offers, and timing.

Q: How does BrazeAI Decisioning Studio™ support better customer engagement outcomes?

Marketers can use the BrazeAI Decisioning Studio™ to address the use cases most critical to their brand’s success. This could mean turning one-time users into premium subscribers, preventing churn, fine-tuning offers for key promotions and transforming passive participants into active brand ambassadors. Plus, marketers can view their use cases directly within the platform, uncover key insights about agent-driven decisions, and see how campaigns impact the metrics that matter most. Fully flexible and integrated into the Braze platform, the Decisioning Studio™ can also deliver value as a standalone product within any marketing stack.

Q: What is Forrester’s TEI methodology?

The methodology associated with a Forrester Total Economic Impact report is a rigorous, standardized framework that’s designed to help businesses evaluate the financial impacts associated with potential technology investments. In connection with the research, Forrester leverages primary data collection (such as customer interviews and surveys, financial modeling, market research, and risk-adjusted analysis) to create a representative business case for a hypothetical “composite organization” that invests in technology based on real-world experiences. A TEI provides a structured, transparent, and research-backed framework to quantify the full value of an investment—not just cost savings, but also business benefits, flexibility for future growth, and associated risks.

Q: What brands participated in this study?

In all Forrester TEI studies, the interviewees are anonymous. However, Forrester did speak to brands from a range of industries and regions around the world. Those interviewees include the group manager of lifecycle TPM & database marketing at a financial services company, the global head of lifecycle marketing at a creative app/software company, the CRM & personalization senior manager at a CPG company, the managing director of growth at a media company, the head of martech at a travel app/software company, and the director of marketing technology & customer engagement at a healthcare retail company.

Q: How should readers use Forrester TEI case studies?

Use the TEI as a framework for building your own business case for the use of Braze (or any other software), rather than assuming that you will see identical results to the composite organization developed for the study. Every organization’s ROI will vary based on size, industry, implementation approach, and usage and you will see more accurate results if you map your potential usage to those concrete real-world factors. In addition, while the TEI methodology ensures consistency and credibility across studies, each study is a unique evaluation of one technology with different before-states, investments, and outcomes directly based on the customer sample. Results, metrics, and findings from one TEI study should not be compared to those from another TEI study, as the comparison would be inaccurate and misleading.

To explore the potential impact that AI decisioning can have on return on investment (ROI), Braze commissioned Forrester Consulting to conduct a Total Economic Impactᵀᴹ (TEI) spotlight study on BrazeAI Decisioning Studio™.

The study examined the combined business impact of the BrazeAI Decisioning Studio™ on a composite organization representative of interviewed Braze customers. Forrester found that the composite Braze customer achieved $76.7 million in revenue gains from a cross-sell use case and $22.9 million in revenue gains from a cancel-save use case with BrazeAI Decisioning Studio™, among other findings.

This research, which explored the benefits, costs, and risks associated with investing in the use of the BrazeAI Decisioning Studio™, included interviews with six decision makers with an average of more than five years experience using the Braze platform in connection with their marketing efforts.

In this study, discover how the BrazeAI Decisioning Studio™ built on the success of the overall Braze platform and helped brands drive business and operational impact to:

Achieve an ROI of 457% over three years
Reclaim 108,500 hours for marketing teams from increased operational efficiency, including the ability to launch campaigns 20 days faster than before
Reduce annual engineering labor by 80% by eliminating technical debt through retiring clunky, support-heavy legacy solutions
See a < 6 month payback on the Braze investment