Overview
The Fullpath CDXP is a very data-intensive platform, both because we believe data is the best tool for dealers to achieve their marketing goals, but also because we work in an industry that requires data be collected, integrated, and utilized from across several different data sources.
Below is a list of some of the major data sources which the Fullpath CDXP leverages across our marketing solutions.
- Code on Website
The Fullpath onsite code is a snippet of JS code inserted onto the dealer website so we can scan the website and see exactly what inventory is available as well as track visitors to understand browsing habits, shopper intent, website journey flow, and form submissions. Learn more about the Fullpath CDXP code snippet here. - Inventory
This refers to the vehicle inventory which a dealer has available at any given time. The dealer inventory is one of the foundational pieces of data which we across the CDXP platform.
We can collect inventory data in two ways:
-
- Code on site: a snippet of JS code inserted onto the dealer website so we can scan the website and see exactly what inventory is available as well as track visitors to understand browsing habits, shopper intent, website journey flow, and form submissions.
- Inventory feed integration: An inventory feed is essentially a list of all your dealership’s vehicles, typically pulled from your DMS (Dealer Management System). Depending on which feed provider you use, the data is automatically updated from several times a day to once daily, and is one of the easiest ways to accurately see which and how many vehicles are in your inventory.
- Code on site: a snippet of JS code inserted onto the dealer website so we can scan the website and see exactly what inventory is available as well as track visitors to understand browsing habits, shopper intent, website journey flow, and form submissions.
-
- CRM
Fullpath offers a platform add-on called CRM Link which pulls data directly from the dealership CRM on an ongoing basis. With CRM access, the CDXP receives the data needed to build audiences, provide better targeting, facilitates retargeting, and provides more accurate and comprehensive reporting. The CRM link pulls into the CDXP platform customer data, lead data, sold data and appointment data.
- Offers
Offers are, second to inventory, one of the most important data sources Fullpath can leverage. The actual incentives on the vehicles - the pricing, leasing, and financing details are some of the important data to include when creating ads and offers.
We collect Offer data from several different sources:
-
- OEM: The Original Equipment Manufacturer, or the Car Brands, create new incentives each month for their line of vehicles. These incentives are typically distributed to dealerships regionally and represent a portion of the offers which dealerships can then provide to their customers. Fullpath automatically pulls this data from the OEM into the platform, cross referencing the dealership location and zip code to make sure the appropriate offers are utilized, as well as cross referenced with a dealership’s available inventory. Learn more about how the CDXP leverages OEM Offers here.
- Custom: Some dealerships offer specialized incentives on vehicles that are not the typical Lease, Finance, or Cash-back offers we see from the OEMs; The Fullpath CDXP supports these custom offers in our Connect on-site optimization solution.
- Website: Most dealerships have offer details displayed on their website and embedded on Specials pages. Fullpath offers a CDXP data source called Dealer Offers with the ability to pull these offers directly from your website into the system as a data source, automatically. If you would like to manually upload these offers each month, we also support a data source called Dealership Offers.
- Dynamic Payments (formerly known as Ignite): Dynamic Payments are a FUSE Autotech data source which the CDXP platform leverages as an additional data source that can find the best ad compliant specials and display them on your website while dynamically keeping them up to date 24/7. Dynamic payments can sync between the OEM, Dealership, and financial institutions rebates, incentives, and residuals to provide the most up to date and complete offers on the vehicle you want.
- OEM: The Original Equipment Manufacturer, or the Car Brands, create new incentives each month for their line of vehicles. These incentives are typically distributed to dealerships regionally and represent a portion of the offers which dealerships can then provide to their customers. Fullpath automatically pulls this data from the OEM into the platform, cross referencing the dealership location and zip code to make sure the appropriate offers are utilized, as well as cross referenced with a dealership’s available inventory. Learn more about how the CDXP leverages OEM Offers here.
-
- Google Search
Activating Acquire for Google Search not only allows your dealership to generate, publish, serve and optimize search ads at scale, but connecting this data source to the CDXP enables the platform to enrich your customer journey with Ads performance data. - Google Display
Activating Acquire for Google Display not only allows your dealership to generate, publish, serve and optimize display ads at scale, but connecting this data source to the CDXP also enables the platform to enrich your customer journey with Ads performance data and retargeting data for use across the CDXP. - Facebook Ads
Activating Acquire for Facebook not only allows your dealership to generate, publish, serve and optimize social ads at scale, but connecting this data source to the CDXP also enables the platform to enrich your customer journey with Ads performance data and retargeting data for use across the Facebook ads network.