What is your Braze CRM attribution model like?

Hey Parin 

I'll try to answer these the best I can. Be keen to hear from others too.

Is your company a direct response type company (e.g. a delivery company)? Or is your company a non-direct response type company (e.g. it relies on an external factor for someone to be interested in your company; like a taxi company?)
Video editing software so let's go with non-direct. Users come to us with a job to be done.

Do you treat the attribution of your marketing comms as a direct response marketing campaign or as a brand marketing campaign?
Direct response. Our goal is encouraging users to create a new video and export, as well as to encourage use of AI tools. These are our currency. MAU is also strong north star for us.

Do you measure the success of your marketing comms on a campaign by campaign level? Or do you measure the success of it holistically?
Both. We measure the impact each campaign has on our key metrics listed above but we also measure the impact of Braze overall with our global control group to ensure it is having an overall positive impact. Just like any 'science' the balance of evidence is often a more reliable measure of impact than an individual study

What metrics do you normally look at?
MAU, export, create video, AI usage. Determined via unique impressions, unique opens, unique clicks.

Usually 7 days. If send someone an email, we will wait 7 days to see if they come and perform a conversion event, or if they are in the app and see an in-app message or a content card, we will wait 7 days to see if they complete it. In some cases they may leave the app and return in that window to complete the event.

For us, we know that anything over 7 days means they likely don't have a job to be done right now, as we often have users come and check out the app but don't need to make a video immediately.