How David Dodge Won More Sales From Digital Ads By Leveraging Fullpath’s Enhanced CDP 

You may have heard the phrase, “less is more,” but when it comes to data in retail automotive, the more you have, the better off you are. 

Fullpath’s enhanced Customer Data Platform helps dealers by integrating every data source in play at your dealership into one place. It then cleans, sorts and maintains the data, building 360° profiles of every shopper and their interactions with your dealership over time. Once you have a clean data set, Fullpath can activate the “Experience,” factor that makes it a CDXP, layering your data with powerful AI and marketing automations so you can leverage your data to create personalized customer experiences for every stage of the sales funnel through fully optimized, targeted marketing campaigns. 

One of the key benefits of Fullpath’s CDXP is that it gets better with time. The longer the dealership’s data is unified and plugged into the CDP, the more you learn about your shoppers; more data means more effective AI, which means your marketing only gets better and more impactful with time.  

A Plugged-In Experience

David Dodge partnered with Fullpath in 2020, with the goal of taking full control of their data. Once their data was integrated and cleaned with the Fullpath CDP, they started leveraging their data through Fullpath Digital Advertising, Fullpath’s AI-powered search, social and display advertising platform.

When we took a look at the numbers for 2023, we found that David Dodge, together with Fullpath, successfully generated and executed over 76,500 digital ads that were optimized for leads around the clock using Fullpath’s AI and machine learning. These ads generated over 7.2 million impressions and 434,189 website page views in just one year. 

Even More Effective Over Time

Fullpath’s enhanced CDP works to constantly ingest new data points and update your advertising activities in real-time. That means that, if a shopper’s vehicle of interest has changed, or there is a sudden spike in traffic on a specific kind of vehicle, Fullpath will automatically update your digital ads to reflect that change through dynamic audiences and cross-platform optimizations, making your marketing more impactful with time.

By leveraging new data and by growing their data set over time, the activities generated by Fullpath Digital Advertising for David Dodge resulted in a 9% increase in CRM leads year over year when compared to 2022. Fullpath also successfully generated 376 attributed sales for the dealership in 2023, a 33% increase from the previous year.

Overall, David Dodge achieved a 423% ROI in 2023 from their Fullpath partnership, up 20% from 2022.