Behavioral targeting is a powerful approach to engage your users based on their real interactions with your brand—whether on your website, your app, or in-store. Unlike declarative data (age, profession, etc.), it relies on concrete actions and allows you to anticipate behaviors without having to ask your customers for additional information.
But while Event Targeting has proven its effectiveness, many Customer Engagement Platforms (CEPs) and CRM solutions are still limited when it comes to dynamic segmentation and targeting. They hinder the independence of CRM and marketing teams, forcing them to rely on technical teams.
➡️ In this article, we explore three weaknesses of current CRM tools and how Batch addresses them with a more agile and high-performing solution.
Problem #1 – Incomplete and Costly Data Collection
Dependence on Technical Teams 👨💻
Most engagement platforms require heavy setup. Events are often managed by technical teams, who need to create dedicated tables and define data retention rules. This complexity reduces the agility of marketing teams, who struggle to test and adjust their campaigns in real time.
Behavior-based targeting needs to be flexible and quick to activate—without depending on a technical development cycle.
Hidden Costs Tied to Data Volume 💰
With the explosion of digital interactions, the volume of events to store has skyrocketed. Some CRM platforms impose high costs related to the storage and use of behavioral data.
You’re forced to choose between paying extra fees or drastically limiting the amount of usable data—compromising the quality of your targeting.
How does Batch change the game?
Our technology choices (Kafka queue, Cassandra/NoSQL/Clickhouse storage, etc.) provide our clients with great flexibility in integrating data sources.Batch enables autonomous and optimized management of Event Targeting, without dependence on technical teams:
✅ Client-side and server-side tracking for comprehensive event collection.
✅ Management of anonymous profiles and session reconciliation for more precise targeting.
✅ No restrictions on event volume, with a pricing model based on active profiles (MAP), not on data storage.
Problem #2: An Incomplete View of Users
Limited Tracking of Anonymous Users 🔎
Many CRM solutions do not allow you to collect and leverage events related to anonymous visitors. Yet these signals are crucial to optimizing conversion even before a user creates an account.
A concrete example: A retail brand that segmented its audiences by integrating anonymous visitor behavior saw its conversion rate increase by over 30%.
Lack of Real-Time Updates ⚡️
Some platforms do not capture events outside of the back end (add to cart, interactions with a paywall, strategic clicks, etc.).
The result: an incomplete view of the user journey and an inability to trigger relevant actions at the right moment.
How does Batch change the game?
Batch enables seamless unification of user data, regardless of channel:
✅ Real-time event tracking on mobile, web, and in-store.
✅ Reconciliation of anonymous and logged-in sessions for a better understanding of the user journey.
✅ Use of all engagement signals (add to cart, page views, CTA clicks, etc.) for more accurate targeting.
Problem #3: Segmentation Tools That Are Too Simplistic
Data Retention Periods Are Too Short ⏳
Many CRM tools only store events for short periods, limiting marketers’ ability to leverage long-term insights to personalize campaigns.
For example, if your platform deletes data after 90 days, you can’t effectively target inactive users over a longer period, reducing the impact of your re-engagement strategies.
Limited Access to Behavioral Data 🚫
Even when platforms capture detailed events (cart content, purchase amount, promo code usage, etc.), this information isn’t always accessible in every segment.If data can’t be used to trigger engagement scenarios, it loses its value.
How does Batch change the game?
Events you send to Batch—whether from mobile or web SDKs, or via the Profile API—are accessible with their associated data.
Batch offers advanced, flexible segmentation, with no compromises:
✅ Event retention for 3 years, with adjustable periods based on your needs.
✅ Data available throughout the platform (email, push and SMS Composer, automation).
✅ Multi-channel, hyper-targeted segmentation for truly personalized campaigns.
One last obstacle: Complex interfaces that paralyze your teams
Platforms That Are Too Technical 🛠
Some solutions offer advanced features, but their use requires skills in SQL or database management. The result? Marketing teams remain dependent on developers for any advanced segmentation.
Outdated and Unintuitive Interfaces 🤯
Not all platforms put the same priority on user experience. A poorly designed user experience slows down campaign setup and increases the risk of errors. A marketing tool should be built to be smooth, fast, and accessible to business teams.
How does Batch change the game?
At Batch, our design team continuously interviews our users to deliver improvements to the platform.
Batch focuses on an intuitive and accessible interface:
✅ No-code, easy-to-use segmentation for CRM teams.
✅ Modern, optimized interface, designed with user input for quick onboarding.
✅ Powerful automation, without requiring advanced technical skills.
Conclusion
If these limitations sound familiar and are holding back your CRM strategy, it’s time to switch to a solution that gives you more flexibility, more independence, and better performance.
Discover Batch’s CEP live during our monthly demo webinar ➡️ Batch Live Demo
Level up: see which companies have switched from their traditional CRM to Batch and understand the benefits it could bring to your teams! ➡️ Who's switching?
Claire Zunda
Senior Product Manager @ Batch
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