Project Overview
Led the end-to-end implementation of Braze as the enterprise CRM platform, replacing underutilized legacy systems (Emarsys) to unify email, push, SMS, and web personalization for a leading travel brand. Drove positive ROI within 12 months through hyper-targeted campaigns and AI-driven segmentation.
Key Results:
€2.8M annual revenue lift (+9% desktop/6.6% mobile conversions) via real-time behavioral triggers.
30% reduction in CRM team workload through automated multi-channel workflows (e.g., abandoned cart, post-booking ancillary offers).
50% growth in customer club membership via dynamic Content Cards and personalized journeys.
20% higher retention by implementing RFM-based segmentation and predictive analytics.
Why Braze?
Unified Multi-Channel Engagement
Braze consolidated email, push, SMS, in-app, and Content Cards in one platform, eliminating Emarsys’ siloed channels and extra costs.
Real-Time Data Activation
Unlike Emarsys’ delayed batch processing, Braze’s streaming data enabled instant personalization (e.g., dynamic offers within 5 minutes of user abandonment).
Cost Efficiency at Scale
Braze’s unlimited contacts model (€97K/year) undercut Emarsys’ tiered pricing (€92K/year for 1M contacts + €35K add-ons), reducing costs by 50% long-term.
Predictive Campaigns with AI
Braze’s built-in AI identified high-value segments (e.g., frequent flyers) and auto-optimized send times, boosting conversions by 9% without manual A/B tests.
Cross-Team Agility
Self-service tools cut IT dependencies by 70%, while unified dashboards aligned marketing, BI, and product teams on shared KPIs.
Seamless Ecosystem Integration
Native connectors with Google Ads, Meta, and CRM systems enabled closed-loop retargeting, turning behavioral data into revenue 3x faster than Emarsys.
Future-Proof Architecture
Braze’s API-first design scaled to handle 2M+ customer profiles and 22M monthly emails without performance lag—critical for peak travel seasons.
Proven Travel Industry ROI
Reference cases showed Braze drove 20% retention lifts vs. Emarsys’ 7%, validating our projected €2.8M annual revenue gain.