What is the main function of orchestration in Braze?

The primary function of orchestration in Braze is to send targeted messages at the right time. Orchestration involves managing and coordinating the timing and delivery of various marketing communications based on user behavior and engagement patterns. This ensures that messages are not only relevant but also sent when users are most likely to engage with them.

Effective orchestration allows marketers to create complex customer journeys that adapt to user interactions, aiming to enhance user experience and increase engagement rates. Through triggers and automation, Braze enables customized messaging workflows that can significantly improve the effectiveness of campaigns by aligning messaging with users' individual preferences and actions.

The other options focus on different aspects of the platform, such as data organization and user profile customization, which play important roles but do not directly capture the essence of orchestration's primary function in delivering timely, targeted communications.