Fullpath’s Enhanced CDP

Customer Data Platforms (CDP) for car dealers are highly advanced technology solutions designed to integrate, consolidate and maintain car dealership customer data pulled from multiple sources. The automotive CDP essentially creates a comprehensive database of every shopper interaction and engagement with the dealership, to build consolidated profiles that include every engagement on the shopper journey including website visits, ad clicks, phone calls, showroom visits, service appointments, purchase history and more. CDPs for car dealers like Fullpath, turn the data into a usable, useful tool that can be leveraged by the dealership sales and marketing teams to create a more personalized, targeted shopping experience for every individual customer.

The main benefit of implementing an enhanced CDP for car dealers at your dealership is the ability to automatically generate hyper-personalized marketing campaigns that specifically speak to the needs and preferences of every individual shopper. Fullpath’s enhanced CDP for car dealers layers the dealership’s first-party data with powerful AI to target every shopper with content that is relevant, valuable and timely at scale to vastly improve the return on investment (ROI) and the effectiveness of the dealership’s marketing efforts.

A CDP for car dealers can significantly enhance personalization by bringing together data from various sources to create comprehensive customer profiles. This collection of data includes website browsing history, purchase records, marketing engagements such as ads and emails and more, providing dealers with a clear picture of the needs and preferences of each individual shopper. This holistic view provided by the CDP allows car dealers to tailor their marketing efforts with personalized recommendations, targeted messaging, and customized offers that will resonate with each individual shopper.

Automotive CDPs are specifically designed to integrate with dealership data sources including the dealership CRM, DMS, website, ad platforms, inventory feed, incentives and offers, payment solutions, call tracking platforms, trade-in tools and more. Fullpath’s CDP currently offers over 200 integration options through the Fullpath Integration Hub, allowing dealers to take full control of every data source in play at the dealership.

A CDP for car dealers integrates customer data from every data source in play at the dealership in real time. This means that the dealership is always working with the latest shopper data available – from the last webpage they visited to the last ad they saw, allowing the dealer to make smarter decisions about their next engagement.

There are 4 key features to look for when choosing an automotive CDP: 

1. Integrations and Infrastructure – an automotive CDP should be able to integrate with every data source in play at the car dealership, bringing all of the data together into one place including all website shopper activity and relevant insights, CRM data, inventory data, DMS data, OEM offers, dealership specials, Google ads, Facebook ads, call tracking conversations and more. The CDP should then be able to normalize the data and provide the necessary tools to filter and sort the data in order to gain deep insight into shopper behavior and dealership operations. 
2. Identity Resolution – Identity resolution is the process of connecting various data points to specific customer profiles to create a single, unified profile for each shopper. This involves merging and eliminating duplicate customer data across multiple data sources. A proper CDP for car dealers can identify and resolve multiple entries for the same shopper into one singular profile that can be used to optimize the dealership’s marketing efforts and build personalized shopping experiences.
3. 360° Shopper Profiles – As part of their core functionality, CDPs work to stitch together fragmented customer data points pulled from multiple data sources to create a cohesive and accurate customer profile. These 360° shopper profiles that can then be leveraged in creating personalized experiences at every touchpoint on the customer journey based on the shopper’s needs and interests. 
4. API Connectivity – APIs allow for seamless data exchange and integration with other systems. This API functionality is critical for automotive CDPs as it allows for the dealership to connect to more data vendors, bringing in and sending out data to other platforms to improve and optimize activities. 

Without these four basic elements, an automotive CDP cannot be considered a true CDP.

By bringing together all of the dealership data into one platform, a CDP for car dealers makes it easier to manage and monitor data, and remain compliant with legal data security regulations including FTC regulations and California compliance rules. CDPs enable dealers to keep track of shopper consent and preferences, ensuring the data is stored and used within the legal requirements. Fullpath’s CDP is ISO 27001 certified, which is the highest standard for data and information security which ensures Fullpath users remain in full compliance with all data privacy and security regulations at all times.

There are two key challenges a dealership may face when implementing an automotive CDP:

• Dealerships have multiple sources of data scattered across a variety of systems that can differ in format and structure. Identifying the different data sources in play and ensuring data quality during the unification process can pose a challenge for many dealers. 
• Training the full dealership staff to properly and effectively utilize the automotive CDP to gain insight into customers and dealership operations requires education and training. Fully onboarding the dealership team to the CDP can take time. 

These challenges can be largely mitigated by choosing the right CDP vendor for your dealership.

Fullpath’s CDP helps enhance dealership operations by: 

• Eliminating data silos – Fullpath’s CDP for car dealers integrates with over 200 data sources, bringing the data together into one central platform to establish a single source of truth for all metrics and insights. 
• Offering powerful filtering capabilities – Fullpath’s Shopper and Inventory Analysis tools allow dealers to slice and dice their data to gain deep insight into shopper behavior and inventory performance. These insights allow dealers to make data-driven business decisions that can improve their bottom line. 
• Optimizing marketing efforts – Fullpath’s identity resolution technology works to clean and normalize shopper data, eliminating duplicate entries so the dealership can stop marketing to the same lead twice, while also ensuring their marketing messaging is accurate and relevant at all times.