Power Up: Equity Impact Report and Dashboard

Overview

The Equity Impact Report shows an integrated view of all shoppers identified as having equity, as well as detailed reporting on equity powered content and engagement these shoppers received. The Impact Report highlights the Equity Engagement Funnel to give the dealership team a better understanding of this valuable Shopper segment as well as how Fullpath has helped to engage and activate it.  

Navigation

The Positive Equity Shopper Activity Report is nested in the Marketing tab and labeled as Equity 

https://dashboard.fullpath.com/equity/overview 

Page Layout

The Equity Impact Report is set to look at the current month by default. You may click to adjust the dates and examine previous months as well.

 

There are three sections in the Equity Impact Report:

1. Equity Driven Engagement Funnel 
2. Equity highlights
3. Equity Vehicle Models
   
    

All clickable elements on the page direct the user to an audience list with the relevant filter pre-applied in the CDP or , where relevant, directly to an individual Equity Shopper page or individual VIN Page.

Equity Driven Engagement Funnel

The top chart of the Equity Impact report shows all Shoppers taken from the Dealership CRM and DMS, identified as having any equity, positive or negative, in a vehicle. 

These Shoppers are broken down the the amount of Equity they currently have in their last known vehicle ranging from negative $8000 to positive $8000. 

Funnel Metrics

• Equity Powered Engagements: Equity Engagements are generated by our Equity power-ups (e.g. an Equity email).
   
• Unique Shoppers Contacted: Unique Shoppers who were contacted with equity powered content, like Equity based ads or emails.
   
• Engaged Shoppers*: Shoppers who took meaningful action after they were contacted with Equity powered content (e.g. opened an Equity email, clicked on an Equity ad etc.) Read more about Audience Activation click-thru-window and attribution.
  
   
• Equity-Influenced Leads: Lead who were engaged and activated with Equity-powered content
  
   
• Equity-Influenced Sales: Sales who were engaged and activated with Equity-powered content

Equity Highlights

The Highlights section includes a prime example of an Equity-Influenced Sale and Lead alongside a Hot opportunity, ready for the engagement from your Dealership, right now! 

Each of these links directly to the relevant Shopper page for a full view of the Shopper journey, engagement score, and Equity related information. 

Engaged Vehicle Models

We track the most popular models visited by Active Equity Shoppers during the month of data you're examining. This activity on VDPs is listed showing the top condition + make + model.

Drill-down Metrics

The Equity Impact Report focuses first and foremost on reporting, visibility and transparency. Anywhere we can provide a list of known shoppers in a pre-filtered audience relevant to the metric in the Dashboard - this will be deep linked within the CDP.