What is meant by "custom data" in the context of Braze?

Custom data in the context of Braze refers to information that is specifically tailored to meet the unique requirements and preferences of your business. This data can include user attributes, preferences, or any other relevant metrics that are not automatically captured by Braze's standard tracking mechanisms. By utilizing custom data, businesses can create more personalized marketing campaigns and user experiences that resonate more effectively with their audience.

This concept is crucial because it allows businesses to enrich their customer profiles and segment their audience based on specific attributes that matter most to their marketing strategies. Custom data can inform targeted messaging, promotional offers, and other engagement tactics that are designed to increase user interaction and loyalty. While other types of data, such as automatically tracked data or performance metrics, are important, they often do not provide the level of personalization and relevance that custom data can deliver.