Real-Time Audience Suppression Based on Recent Negative Events

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Description:
Enable dynamic suppression of users from active marketing campaigns in real time based on recent negative experiences - such as failed transactions, customer complaints, or product returns - using Adobe Real-Time CDP signals and event-based triggers.
Suppressed users can be re-evaluated for reactivation once an issue is resolved.

Why is this feature important?

• Prevents wasting marketing budget by sending promotions to frustrated customers who are temporarily disengaged.

• Improves brand perception by respecting user sentiment and avoiding tone-deaf marketing outreach during sensitive moments.

• Reduces churn by showing customers you are listening and responding appropriately to their issues.

Current Behavior:

• Audience suppression typically relies on static exclusion lists updated periodically (daily or weekly).

• No native real-time suppression based on live customer service data, failed transactions, or dissatisfaction signals.

• There’s no automated mechanism in Real-Time CDP to temporarily pause users from campaigns without manual intervention or external workflow orchestration.

Use Case:

• A customer initiates a return request for a faulty product. Within minutes, they are suppressed from the active upsell email journey and instead flagged for a customer care follow-up.

• A user reports a poor app experience via feedback forms. The system immediately excludes them from push notification campaigns promoting new features until feedback is addressed.

• A transaction failure occurs due to payment gateway issues; the user is paused from cart abandonment reminders until the system detects a successful retry.