It's well known among marketers that a customer's explicit intent, such as browsing a product page, is a strong indicator of future purchase behavior. By layering previous purchasing patterns and pre-defined behavioral segments, marketers are targeting campaigns that are supposed to be relevant and therefore effective. But while 89% of marketers say they are personalizing experiences and messages, only 5% of consumers say messages and offers are well-timed with their needs. If explicit intent is connected to future purchase behavior, then what's driving a wedge between marketers and their customers? The infographic below shows how machine learning techniques for campaign targeting create sub-optimal predictions that eliminate potential buyers and damage customer experience.

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