Fullpath CDP: Frequently Asked Questions
Fullpath's Customer Data Platform (CDP) is a state-of-the-art technology designed to unify, clean, manage, and analyze first- and third-party dealership data. Fullpath uses identity resolution technology to create a single, comprehensive view of each shopper — every interaction with your business across their sales journey, from dealership visits to website interactions, email engagements, ad engagements, and more.
CDP Fundamentals
What's the difference between a CDP and the Fullpath CDP?
A CDP unifies, cleans, manages, and analyzes all your dealership data. A good CDP goes further, providing insights and recommendations on what to do with that data. A great CDP — like the Fullpath CDP — is enhanced: it enables dealers to leverage connected data with intelligent analysis and an AI-driven recommendation engine, then activates that data through automated marketing and sales solutions.
The Fullpath Customer Data and Experience Platform delivers a top-tier customer experience by combining the benefits of a traditional CDP with the intelligence of AI-driven marketing automation.
What's the difference between a CDP and a CRM?
A CRM is built to support the day-to-day operations of sales, marketing, and customer support teams. Its primary function is managing interactions with current and potential customers, often relying on those teams to manually enter data. CRMs are strong at tracking individual customer relationships and sales processes, but less effective at large-scale data integration across systems.
A CDP takes a broader, more automated approach. It aggregates data from a wide range of sources — website analytics, point-of-sale systems, billing systems, and other customer-facing platforms — without relying solely on manually entered data. It also incorporates behavioral and transactional data automatically, producing a more comprehensive view of the customer across every touchpoint.
Getting Started
What are the requirements or eligibility for selling/servicing the CDP?
The more data you integrate, the better the CDP performs. There are two minimum requirements to implement the Fullpath CDP:
- The dealer must install the Fullpath code snippet on their website.
- The dealer must connect their CRM.
It's best if dealers also integrate their DMS so the CDP can leverage accurate sales data (and in some cases, service data) too.
What sources of data can a dealership integrate with the CDP?
Fullpath's CDP connects your dealership's website, inventory, CRM, DMS, OEM offers, dealership offers, call tracking, Google search and display ads, and Facebook ads. Once connected, the CDP turns consolidated data into marketing action that creates a seamless customer shopping experience. Through Fullpath's Open API, dealers can also integrate data from other automotive technology providers.
How does the CDP integrate with my existing tech stack?
The CDP connects to existing marketing tools via APIs or built-in connectors, allowing data to move and sync smoothly between systems. Once integrated, the CDP acts as a central repository of customer data, aggregating information from every connected tool. It also receives feedback from those tools — like campaign performance data — which it analyzes to further refine customer profiles and segmentation. That feedback loop continuously improves the accuracy and relevance of marketing strategies.
Managing Your Data Connections
Where do I manage my dealership's data source connections?
Data source connections — DMS, CRM, and ad platform integrations — are managed through the CDP's Integrations Hub. From there, dealers and their Fullpath contacts can see which sources are connected, which are available, and the status of each connection at a glance.
Shopper Profiles & Audiences
How does the CDP track shopper activity?
Every shopper record in the CDP includes an Activity Log — a running timeline of that shopper's interactions across channels, such as website visits, email engagement, and offer activity. This gives sales and marketing teams a single place to see a shopper's full history before reaching out.
How does the CDP build shopper audiences?
The CDP's Audience Builder lets dealers segment shoppers into targeted groups based on behavior, engagement, and profile data, then activate those audiences into marketing campaigns. Audiences are prioritized using enrichment scoring, so dealers can act on more than just raw activity data.
Marketing Attribution
How does the CDP attribute leads and sales to marketing channels?
The CDP's Traffic Sources dashboard shows dealers where their leads and sales originate — by channel, campaign, and source — so marketing spend can be evaluated against actual outcomes rather than clicks or impressions alone. Fullpath continues to refine this attribution model, including breaking out performance by new versus used vehicle sales.
Privacy, Consent & Compliance
Can a CDP help me remain compliant with the new FTC data compliance rules?
A CDP centralizes customer data from multiple sources into a single platform, making it easier to manage and monitor data in line with privacy laws. It enables dealers to track customer consent and preferences, so data is collected, processed, and stored according to legal requirements. Because regulations like the FTC's Safeguards Rule and GDPR-style frameworks often require giving customers access to their own data on request, the CDP's unified shopper view simplifies that process. The platform also helps quickly identify and address data issues, which is critical for compliance.
Fullpath's CDP is ISO 27001 certified, a top international standard of information security. Working with Fullpath means working with a vendor that has gone above and beyond industry standard to keep the data we collect, store, and use on behalf of your dealership secure and compliant.
How does the CDP manage consent and vendor data sharing?
The CDP includes Consent Management functionality that tracks shopper consent status and governs how shopper data is shared with connected vendors and ad platforms. This gives dealers visibility into consent status at the vendor level, rather than having to manage it manually across each integrated tool.