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An Adobe RTCDP customer, an airline company, wants to suppress loyalty members from their retargeting segments, which consist of users who have recently browsed flights on their website. They intend to reach these customers via personalized email campaigns instead. From internal data, the customer knows that 75% of their active customer base are loyalty members.

When the customer creates a segment of XDM events consisting of Flight Browsers in the last 30 days, the segment size is 835,000. When the customer excludes the loyalty member attribute, the segment drops to 775,000.

What is the most likely explanation for the higher-than-expected segment size of 775,000 when the exclusion was applied?

Answer :

Final answer:

The higher-than-expected segment size of 775,000 after excluding loyalty members can be due to incomplete exclusion criteria and other data quality issues.

Explanation:

Segment Size Discrepancy Explanation:

  1. When excluding loyalty members, not all loyalty members who recently browsed flights may be captured in the exclusion, leading to a higher segment size than expected.
  2. The exclusion criteria might not be accurately filtering out all loyalty members who are flight browsers, causing an overestimation in the segment size after exclusion.
  3. Additionally, other factors like poor data quality or inconsistencies in the data may contribute to the discrepancy in the segment size after applying the exclusion.

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