How can I exclude users or apply 'NOT' conditions when targeting users in Segments or Customer Journeys?

If you need to target users who do not meet certain criteria, or implement exclusion logic, you can achieve this in the following ways:

1. In Segments:

When building a segment, you can use specific operators to exclude users based on their attributes or behavior:

• Use the IS NOT operator to exclude users who have a specific attribute value. For example, City IS NOT 'London' would create a segment of users not located in London.
• Use the NOT IN operator to exclude users who match any value in a list. For example, Interest NOT IN ['Sports', 'Music'] would exclude users interested in Sports or Music.

2. In Customer Journeys:

Customer Journeys often allow you to direct users based on whether they match a segment or certain conditions. To handle users who do not match:

• Look for an ELSE branch (or a similarly named negative path) when you add a segment check or a conditional split in your Journey.
• This branch is specifically for users who do not meet the criteria of the segment or condition you've set for the primary path.
• You can then define a separate set of actions or a different path for users who go down this ELSE branch. This effectively allows you to create a flow for users who are 'NOT' part of the main targeted group, acting as a decision point for exclusion.

By utilizing these operators in Segments and the ELSE branch logic in Customer Journeys, you can effectively implement 'NOT' conditions and manage user exclusions in your campaigns.