How Data Activation is Helping Subaru Dealers Optimize Their Digital Advertising Strategies

The automotive industry is a fiercely competitive landscape where dealerships are challenged with capturing shopper attention in an increasingly digital world. With numerous platforms to engage, constantly shifting algorithms, changing market trends, and ever-evolving shopper behaviors, dealerships investing in a traditional digital advertising strategy often struggle to keep up.

That is where Fullpath Digital Advertising comes in. Fullpath enables dealers to activate their dealership’s unified data using AI and machine learning to automatically execute efficient, effective, hyper-targeted Google and social ad campaigns at scale. Fullpath monitors campaign performance around the clock, making cross-platform budget shifts to optimize for each dealership’s goals. 

This powerful, data-driven technology is helping many Subaru dealers across the US transform their ad strategy from static to dynamic, activating their first and third-party data to help them gain a competitive advantage. 

Disappeared Data Dupes 

It all begins with data. Fullpath works by unifying a dealership’s data sources, including the CRM, dealership and OEM incentives, inventory information, and more, to create a clean data set to be used to execute effective ad campaigns. Leveraging powerful identity resolution technology, Fullpath merges duplicate shopper profiles to create a single identity for every shopper which helps eliminate marketing waste and improve campaign performance. On average, Subaru dealers starting out with Fullpath have nearly 12% of their CRM entries identified as duplicate profiles that get resolved by Fullpath. 

With in-depth customer data as the foundation for a strong dealership digital advertising strategy, the more clean data available, the better. Subaru dealers Fullpath see an average of over 4.5 million data points ingested into Fullpath in their first 6 months. This enables Fullpath to build hyper-segmented audiences based on shopper preferences, needs and behaviors, improving ad performance and optimizing ad spend. 

AI Training in Progress

Subaru dealers leveraging Fullpath successfully execute an average of 6,000 highly-targeted ad campaigns in their first 6 months with Fullpath. Because Fullpath’s AI is constantly absorbing new data and adjusting in real time to meet the needs of the dealership’s shoppers, by the time a Subaru dealership hits one year with Fullpath in place, they have automated an average of 21,000 optimized goal-based ad campaigns.

Fullpath’s AI works around the clock, monitoring ads, running A/B tests, and adjusting budgets cross-platform to support performing ads and improve overall performance. On average Subaru dealerships see over 70,000 adjustments made to their ad campaigns in the first 6 months and over 157,000 over the course of a year as Fullpath optimizes each campaign to create the best possible ad portfolio for the dealership.

Invoking Invoca

Fullpath’s API integration with Invoca allows Subaru dealers to inject even more data into their shopper profiles to create a more well rounded picture of each individual shopper journey. Dealers leveraging the integrated power of Fullpath and Invoca see a 22% close rate on all leads that include Invoca data in their shopper profiles. Leads that don’t include Invoca data see just an 11% close rate, proving that more data in hand, increases your chances of closing deals.

Dealership Deep-Dive

Shifting focus to a single Subaru dealership reveals the full impact of Fullpath Digital Advertising’s data-driven strategy on ad generation, campaign optimization, and marketing spend. 

From January to July of 2024, one Subaru dealership leveraged Fullpath’s AI to successfully execute 61,395 highly-optimized, data-driven ads, a feat that no human could match. The automated ads included AI-crafted ad copy and creatives that were regularly adjusted to support campaign success. These ad campaigns drove 314 attributed leads and over 1,600 phone calls for the dealership, coming in at a Cost Per Lead of $29.40, 19% lower than Fullpath’s OEM benchmark. 

Data is the Constant of Success

The digital advertising environment is in constant flux. The one thing that remains constant is the impact data can make on improving costs, optimizing performance, and ensuring dealership’s can stay relevant in the digital era.  With Fullpath Digital Advertising in place, dealers can successfully harness the full potential of their data and AI to create an effective, optimized, powerful digital advertising portfolio that supports their business goals.