Organize and activate your dealership’s first-party data with Fullpath’s CDP.

In the fiercely competitive automotive industry, a robust data strategy is critical in ensuring your dealership remains competitive. As personalization and targeted marketing have become the new normal, modern shoppers have come to demand excellence from their retailers at every touch point. Fullpath’s Customer Data Platform enables you to meet those expectations by bringing together your siloed data sources into one platform, creating a single source of truth that can be leveraged to gain deep insight into dealership operations and build excellent, personalized, loyalty building customer experiences in order to increase your customer lifetime value, and strategically positions you ahead of your competition.

A CRM is specifically designed to support the day-to-day operations of sales, marketing, and customer support teams. Its primary function is to manage interactions with current and potential customers, often relying on these departments to manually input data. CRMs are generally more focused on managing and tracking individual customer relationships and sales processes. However, they are less effective in handling large-scale data integration across various systems. In contrast, a CDP is capable of aggregating data from a wide range of sources, including website analytics, in-store point-of-sale systems, billing systems, and other customer-facing platforms. This means it doesn’t just rely on manually entered data, it also incorporates behavioral data, transactional data, and other forms of customer data automatically. The result is a more comprehensive view of the customer that spans across all touchpoints and interactions.

A Customer Data Platform (CDP) not only integrates seamlessly with existing marketing tools, it acts as the core of your dealership’s data strategy, enhancing efficiency and effectiveness of any of the tools you already have in place. The integration process typically involves connecting the CDP to various marketing tools and is best achieved through APIs or built-in connectors that allow for the smooth transfer and synchronization of data. Once integrated, the CDP serves as a central repository of customer data, aggregating information from these connected tools. Additionally, the CDP can receive feedback from these marketing tools, such as campaign performance data, which it then analyzes to further refine customer profiles and segmentation. This creates a feedback loop that continuously enhances the accuracy and relevance of marketing strategies.

A CDP centralizes customer data from multiple sources into a single platform, making it easier to manage and monitor data in compliance with privacy laws. It enables businesses to keep track of customer consent and preferences, ensuring that data is collected, processed, and stored according to the legal requirements. Furthermore, since GDPR and similar regulations often require companies to provide customers with access to their personal data upon request, a CDP’s unified customer view simplifies this process. The platform can also assist in quickly identifying and addressing any data breaches, which is crucial for compliance.

Fullpath’s CDP is ISO 27001 certified, a top international standard of information security. You can be assured that working with Fullpath means you are working with a vendor who understands, appreciates, and has gone above and beyond industry standard to make sure the data we collect, store, and use on behalf of your dealership is secure and via our continued ISO Certification, in compliance with the top international standard of information security.

Fullpath’s CDP connects your dealership’s website, inventory, CRM, DMS, OEM offers, dealership offers, call tracking, Google search and display ads, and your Facebook ads. Through Fullpath’s Public API you can also integrate data from other automotive technology providers