Your team moved to Braze.
The architecture didn’t.
The migration finished and the account works, but your marketers are still waiting on someone else to move. Segments get refreshed by hand, personalization stays thin, and every new program goes back through a data engineer. That is an architecture problem, and more journeys will not fix it.
Book a re-architecture call Walk me through your Braze account. I’ll tell you what I’d check.
The glass ceiling
Teams arrive here three ways. A first migration on Braze’s fixed onboarding clock rebuilt the old platform inside the new one: the glass ceiling, an account that works but performs like the platform you left. An upstream warehouse or source-system rearchitecture left Braze pointed at data that no longer looks the way it did. Or the data model grew by accretion and now works against how Braze is built to run.
None of the three is a platform problem, so none of them is solved by buying more of the platform. What they have in common is that the identity model, the data structures, and the subscriber state underneath were never designed for the way your program actually runs today.
What the Re-Architecture Audit maps
The Re-Architecture Audit maps the way out: what your identity model should be, which data structures to keep or retire, and a sequenced rebuild plan your team can run, with or without me. It is a read of the account you already have, not a proposal to start over.
- Identity model
- What your canonical ID should be, where profiles have duplicated or merged wrong against it, and what converging them actually costs you.
- Data structures
- Which custom attributes and events earn their place, which ones are your old database tables wearing new names, and what to retire. Consumption stops being a surprise once the model is deliberate.
- Opt-out & suppression state
- Where subscriber state lives in the account today, and whether it still agrees with your source of record. This is where the legal and deliverability risk lives, migrated shallow or not.
- Orchestration and ownership
- What belongs upstream in your warehouse via CDI and what belongs inside Braze, so your marketers stop queueing behind data engineering for every new program.
- Sequenced rebuild plan
- The order to do the work in, scoped so your team can run it, with or without me. Each step is written to stand on its own rather than depend on the whole program landing.
Tell me about your Braze account.
A short scoping call: you walk me through what you have, I tell you what I’d check and where the ceiling actually is. No pitch. You leave knowing where you stand.
Book a re-architecture call