The Fullpath CDXP is automotive's first Customer Data and Experience Platform built specifically to leverage your own first-party data to make marketing campaigns that sell more cars, with less cost. One of the most critical components in the application of our AI driven and machine learning solutions for your dealership, is Identity Resolution. The Fullpath CDXP unifies user history across devices and channels into a single customer view for each user.
Some key definitions to help you understand the power and impact of the CDXP identity resolution strategies and algorithms:
Shopper: A unified entity which Fullpath creates from multiple data sources in order to identify a person who has, or is looking to do business with your Dealership. Source: Fullpath created entity
Customer: An entity pulled from the Dealership CRM which may include opportunities and leads associated with a person. Source: the Dealership CRM
User: A person who has visited the dealership website. They may have visited more than once, across multiple devices, and they may have converted on a webform. Source: website tracking on the Dealership website
How do we do it?
Fullpath has created extensive and sophisticated tracking capabilities which exceed most in the automotive space. Between tracking every visitor to your website, generating and tracking your search, social, and display ads across Google, Facebook, and Instagram, as well as generating and tracking emails sent by Audience Activation, in addition to extensive CRM integrations - we can pull together, clean, make sense of, and leverage all your Shopper's digital engagements with your Dealership.
This also means we can take two or three seemingly different or unrelated entities who have interacted with your dealership in different channels or perhaps on different devices, and effectively combine them into one entity giving us a 360-degree view of who the Shopper is, what their shopping intent may be, and how they've engaged with your dealership.
When you can cut out duplicates, filter partial or invalid person and contact data, combine the critical data, fill in the holes, and surface valuable intent signals - the outcome is more defined, precise, targeted, and effective marketing engagement to each individual your Dealership has done, or will do business with.
Why should you care?
Your Dealership is sitting on tons of customer data. Some of it useful, some of it less so. Imagine all the duplicate CRM entries, the half-filled-out forms, and the human error that occurs when Sales, BDC, Marketing, and in-house teams all try to rectify data from different channels and sources. It's a lot of noise and more so, a lot of wasted time and inaccurate outcomes.
When you don't have useful data and you can't see the full picture, your ad targeting is likely inconsistent with your email engagement. And the website experience your shoppers have may be completely detached from the messaging and offers they receive in other engagement channels you're trying to leverage.
If the ad isn't relevant, the shopper won't click. If the email isn't relevant, the shopper won't open it. If the website is disjointed and provides something completely different that what the shopper expected, they will bounce.
With Fullpath's CDXP - you get unified data sources that power automatically generated 1:1 and personalized journeys executed across all your channels and shopping experiences. We are able to provide this and more because of our unique ability to leverage sophisticated algorithms that do Shopper Resolution better and smarter than others.