Audience Activation Campaign Types

Overview

Fullpath's Audience Activation supports several types of campaigns that each engage different customer types across the shopper and re-engagement funnel. These campaigns engage around both Sales and Service related offers, incentives, and reminders. 

Campaign Types

We currently support 10 campaign types with several others in research and production:

• • Lease Renewal
  • Finance Renewal
  • Cash Renewal
  • Non-Buyers
  • VDP Visitors
  • Price Drop
  • Vehicle Acquisition
  • Newly Listed Inventory
  • Pre-Order
  • Service-to-Sale 
  • Service Retention 
  • Service Activation - Buyers and Non-buyers 

Campaign Sub-types

Some campaigns are labeled as Hot, Warm, or Cold. These labels are applied for two reasons: 1) to indicate priority and 2) to indicate send frequency.

For example, if someone is eligible to be in an audience for multiple campaigns, Hot campaigns are given priority over Cold. Additionally, Hot campaigns indicate frequency; for example someone whose lease is about to end in 3 months (Hot) may receive emails more often than someone whose lease will end in two years (Cold). The inverse of these is true for Cold.

Note: We will never target a shopper with a vehicle that is older than the one they trade in.