CDP: Audience Builder

Chaya David
  • Updated
Follow

Overview

Audience Builder is tool to create lists of CDP Shoppers based on select criteria using our hyper-specific, powerful filters.

 

Audience Data

Audiences may be built using the following data types: 

  • Shopper Details
  • CRM/ DMS Activity
  • Website Activity
  • Finance Activity
  • Marketing Activity
  • Customer Source

add_filter_types.png

 



Saved audience lists using the Time Period function are updated dynamically so as new Shoppers fit or fall out of the conditions saved in your filter, the number of Shoppers in that list will increase/ decrease accordingly.

time_period.png

Use Case: a user may save a list of leads with a missed appointment on record from the last 30 days (where time = past, number = 30, and unit = days), and come back into the list each day to see the latest additions update dynamically.

 

 


Navigation

To access the Audience Builder, enter your Fullpath Dashboard and click on the CDP tab from the left side menu. Dashboard > CDP > Audiences > Audience Builder https://dashboard.fullpath.com/shoppers/saved-filters 

 

audience_builder.png

 

Audience Builder functionality includes:

  1. Add filters
  2. Share (via direct URL for specific list)
  3. Activate (internally, externally)
  4. Save / Star


audience_builder_functionality.png

 

 

 

Share

This functionality creates a deep link to the Built Audience which may be shared with anyone who has access to the CDP Dashboard. The link is copied to the clipboard on whatever device the user is on. 

 

Export CSV

This functionality downloads the audience as a standard Comma Separated Value file type; this may be uploaded into Excel or sheets or other external analysis or marketing platforms.

This one time download allows you to take an audience and use it outside of the Fullpath eco-system. Once downloaded, it will not update dynamically.

 

 

Save

This functionality saves the audience and allows you to name it (internal naming convention). These saved audiences become Dynamic Audiences to be updated automatically each day. 

 

 

Audience Builder Filters 

 

Shopper Details

  • all Shopper details are free text using 'contains' logic

  • all text searches are case insensitive (caps don't matter)

  • phone numbers are looking at the string (don't use () or - )

  • zip codes support number input only

  • city name (free form input)

  • State (multi-select drop down list)

  • Distance (in miles) from the dealership (number 0-999 input supported)

  • Shopper Loyalty Score (learn more)

  • Marketing Engagement Score (learn more)

  • Customer Type (Individual, Business)

image (93).png

 

Website Activity

  • Can build audiences with VDP visits based on vehicle condition, year, make, model, trim, body class, days on lot, electrification level, stock, VIN number, and vehicle price.
  • build audiences based on engagement with Promoted Vins from Vins Acceleration

  • build audiences based website conversions

  • build audiences based on visit to specific page types

  • build audiences based on device type (desktop, mobile, tablet)

  • build audiences based on browser language (Spanish, English)

  • build audiences based off traffic source using UTMs (supports Campaign, Source UTMs)

  • build audiences based off a specific page or page set they have visited on the dealer site (field 'Page URL' supports 'contains' logic, does NOT support symbols ((- / _ ? & ) page MUST have the Fullpath code snippet on it)

 

website.png

 

CRM / DMS Activity

  • Lead Type is free text using 'contains' logic and is dependent on how the dealer CRM categorizes (showroom, phone, internet etc.)

  • Lead source is free text using 'contains' logic (keep in mind older customers should search AutoLeadStar, newer customers should search Fullpath)
  • Lead Status is free form using 'contains' logic. Examples for real data statuses: Active Lead , Bad Credit, Bad or no contact information, Bought from different dealer in the group, Dealer test lead, Delivered, Did not respond, Duplicate lead
  • Lead Sub-status is free form using 'contains' logic. Examples for real data statuses: New, Appointment Set, Contact Made, Working

  • Payment Details allows you to filter by payment type, terms, down-payments, date of last payment and additional information related to the purchase and payments for Shoppers at the Dealership.

  • Vehicle Details allow you to filter by vehicle condition, year, make, model, trim, body class, and electrification level.

  • Service ROs, Appointments, this data is pulled from the CRM / DMS and is updated daily. If the CRM / DMS has less than 100 records for Service ROs in the last 365 days - the filter will not appear as there is not enough data to use the filter in a meaningful way.
    • The RO amount may also be used as a sub-filter to create audiences of Shoppers whose RO cost over / under a certain amount

    • The mileage on a vehicle taken during a service RO may also be used as a sub-filter to create audiences of Shoppers whose vehicles have over / under a certain amount of miles to better target service schedules.

    • The appointment status pulled from the DMS / CRM include: shown, missed, or upcoming.

 

crm_dms.png mileage.png

 

Financial Data (payment details)

  • Monthly payment

  • Down payment 

  • Term

  • APR

  • Price
  • Risidual Pct

  • Lease Residual

  • Payments Remaining

    payment_details.png

  • For those with Equity by Fullpath: Equity status data is updated daily (KBB valuation estimates are updated weekly)

  • For those with Equity by Fullpath: Equity data does not fluctuate much within a month period but there may be times when you want to examine historical data and this month's customer payment may not yet be processed, which means the equity status is not yet calculated to the date. Keep in mind all Equity status is estimated so it is best practice to widen the filter criteria slightly.

 

financial_data.png

 

Marketing Activity

  • The Marketing Activity section shows shopper interactions with Fullpath Ads, Emails, and Phone Calls

  • Fullpath Ad clicks are based on Shopper's who have been served a DigAd ad and clicked on that ad - this can be further subdivided by channel including Search, Display, Social, or PMAX ad clicks.

  • Calls from Fullpath Ads are based on Shoppers who've clicked on Phone Call Extensions automatically added to Fullpath generated Ads  or dialed numbers  listed on the Dealer website we have set up with DNI 

  • Fullpath Email Campaigns allows users to filter audiences according to who was engaged by, activated by emails / SMS sent by Audience Activation. This filter allows you to drill further and select which campaigns (Sales, Service, Custom) and from which actions you want to build the list (received, opened, clicked, unsubscribed, sms opt-out etc.)

marketing.png image-20250408-123706.png

 

 

Customer Source

  • Imported lists may be used as an audience, or the base of an audience you build on by applying additional filters.

 

customer_source.png