Migrating to Braze: Key Considerations

A platform migration goes well or badly long before anyone logs into the new tool. The work you do in the weeks ahead of kickoff is what decides it. Data cleanup, training, and getting your stakeholders to want the same thing.

Here’s what to start on now.

Clean Your Data, Audit Your Data

Get out the disinfecting wipes, because it’s time for a deep clean of your database.

The more you trust your fields, the more comfortable you’ll be segmenting and triggering off them once you’re in Braze. That covers standardization, consistent formats, picklist audits, and a look at the programs writing into those fields today.

Part of any Braze implementation is deciding which data points come along. Do that thinking while you still have time, not during a build sprint. Four questions to work through with your team:

• Which data points do we use often?
• Which ones are we unsure about?
• Which ones need a longer conversation or a reporting decision?
• Which ones can we retire?

The first and last are easy. The middle two take real research, and they usually involve someone outside marketing who takes a week to reply. Start those conversations early.

One more thing worth deciding up front: how much history you actually need in Braze on day one. Teams often assume everything must come over, then discover that three years of stale event data makes segments slower and no smarter.

Team Education and Training

Learning a new platform is a marathon. Start it now, while nobody’s under launch pressure.

Braze Learning offers self-paced learning paths for different roles, from developers to day-to-day marketing users, plus scheduled live sessions with an instructor. Courses are available in several languages. If you want your team to come out of this with something they can point to, Braze also runs a certification track.

Then there’s Bonfire, the Braze community. It’s where you’ll find other users answering the questions that don’t appear in documentation, use cases posted by brands doing similar work, and notice of local Braze events. Have people set up their profiles before the project starts, not the week they get stuck.

Braze’s resource center rounds it out with case studies, guides, and videos showing how other brands run the platform.

Ask each person on the team to finish one learning path or attend one session before kickoff. Small commitment, and it changes the quality of the questions in discovery sessions.

Support From Key Stakeholders

Braze can do a lot. That’s exactly why sales, IT, and leadership often each imagine a different project.

Map out how each group would use the platform. Which features are they most interested in? Which ones do they not know exist? Are there capabilities you can already see helping them that they haven’t asked for? The gaps in those answers tell you where to spend your internal education effort.

Then write down one or two expectations per stakeholder, plus one or two for the company. Put them side by side. If they don’t line up, you’ve found the conversation to have before the statement of work is signed rather than during user acceptance testing.

Know Where Braze’s AI Actually Stands

This is the area that has moved fastest since we first published this post, so it’s worth being current.

Braze’s AI features are grouped under BrazeAI. What’s there today goes well beyond copy generation:

• Agents, built in Agent Console, generate content per user, route people down different Canvas paths, and enrich catalog fields. Access requires Message or Action Credits, so check your package.
• Operator is the in-dashboard assistant. Ask it why your Liquid isn’t rendering, or have it draft a segment or a campaign.
• Decisioning Studio makes per-user decisions across offers, channels, and timing against a business metric.
• Content Optimizer learns which subject lines and CTAs work over time.
• The Intelligence Suite covers Intelligent Timing, Intelligent Channel, and Variant Selection, the last of which used to be called Intelligent Selection.
• The Predictive Suite covers churn and event likelihood.

Two things follow from this list. First, decide during migration planning which of these you intend to use, because several depend on data you have to be collecting from the start. Predictions need history. Agents need context on the profile. Second, some of them carry commercial implications, so bring your account manager into the conversation early.

We wrote up where all of this sits in more detail in Braze AI in 2026.

The Honest Part

Most migration pain isn’t technical. It’s the field nobody could explain, the stakeholder who wasn’t in the room, and the team learning the tool while trying to hit a quarterly number. All three are fixable in the preparation window, and cheap to fix there.

If you’re moving off Oracle Eloqua specifically, we’ve published the sequence we use with clients in our Eloqua to Braze migration playbook.

Getting ready for a migration and want a second set of eyes on the plan? Reach out. Details on how we run Braze projects.

Revised September 19, 2026. Originally published March 17, 2025. Updated to reflect current BrazeAI capabilities (Agents, Operator, Decisioning Studio, Content Optimizer, Intelligence and Predictive Suites) in place of the 2024 assistant lineup, plus current Braze Learning and community references.