Audiences: Audience Builder

Overview

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

Learn about the Fullpath Ai Audience Builder

Learn about Boolean Filter Logic and Best Practices

Audience Data

Audiences may be built using the following data types:

• Shopper Details
• CRM/ DMS Activity
• Website Activity
• Finance Activity
• Marketing Activity
• Customer Source
• Custom Data Source
• Enrichment **for accounts with Enriched Data

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. 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

1. Enter the Fullpath Dashboard
2. Navigate to Audiences (top bar navigation)
3. Scroll down to Audiences > Audience Builder
   
   https://dashboard.fullpath.com/shoppers/saved-filters 
    

Audience Builder functionality includes:

The Audience Builder supports several functionalities including adding filters manually or creating audiences using AI voice.  




In addition to building audiences, the following actions may be taken:

• Save
  • Save: saving for the first time
  • Save Changes: modifying something that's been saved before
  • Save as New: saving modifications as a new audience
    
    
     
• Activate
  • Activate automatically with Fullpath
  • Activate manually with Fullpath
  • Activate externally off platform
    
    
     
• Additional Actions
  • Distribute Audience / Manage Distribution
  • Subscribe / Edit Subscription
  • Export As CSV
  • Copy Link (via direct URL for specific list)
  • Delete Audience
     

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.

Subscribe

The Report Subscriptions feature allows users to subscribe to receiving audience reports at the time and cadence they want. Learn more.

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. 

Save As New

This functionality allows users edit an existing audience list (filter) and save it as a new list. Important to note: for an activated audience the Save button will be greyed out and the only available option will be to Save as New. 

Activate

This functionality is available only once an audience is saved; Internal, Manual, and External Activation are supported from within the Audience Builder page. 


 

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)
   
• Lifetime value (LTV - the total amount of money the customer spent on Sales and/ or Service (drop down - Sales, Service, Total - input as Min/ Max fields)
   
• Shopper Loyalty Score (learn more)
   
• Marketing Engagement Score (learn more)
   
• Last Marketing Touchpoint (date range input supported) 
  • Definition: a Fullpath specific data point tracking: last email was opened, SMS Click/ Reply, website visit, lead was submitted
     
• Customer Type (Individual, Business)
   
• Shopper Details include phone number / email / un-emailable (available or not available)
   
• Garage Details
  1. ownership - currently owned vehicle / previously owned vehicle
     • Ownership based on a Sale or Service RO and Enrichment Data
     • It will be marked as no longer owned  if we see the customer trade it in, if the VIN is re-listed for sale, or we see it is now owned by someone else
  2. estimated mileage retrieve last mileage and date from:
     •  
       • service record at the dealership
       • from sold inventory record from the dealership
       • from sold customer record in dms / crm
       • if none of the above data points are available - use manufacturing year with 0 mileage
  3. next estimated service - date range + time period
     •  
       • Fullpath maintains a database of service scheduling recommendations per manufacturer; Fullpath estimates the mileage, and the time since last service, and then calculates when the manufacturer recommends service 
  4. Recall -  date range + time period + Recall ID
     •  
       •  
         • Date when the recall is announced by the NHTSA.
         • If the vehicle has been serviced at the dealership since the recall was announced, it is assume to be no longer relevant and is not included it in the results
         • If the Recall ID is known and associated with the Shopper - field support free text input
  5. Vehicle Details - year, make, model, trim, body class, electrification

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 Shopper website conversions
  
   

• build audiences based on number of Shopper visits and / or visits to specific page types (homepage, VDP, trade-in)

   >> trade in page types mapped and supported for: DealerInspire, DDC, DealerOn, Dealer eProcess, Motive, Ansira)
  
   

• build audiences based on Shopper device type (desktop, mobile, tablet)
  
   
• build audiences based on Shopper browser language (Spanish, English)
  
   
• build audiences based off Shopper 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)
  
   
• For those with Dynamic Payments Power Up: a selection box to look at Website Engagement conversions powered by Dynamic Payments 

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, Operation Code* 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 Service Operation Code (Opt Code) is another sub-filter that can be used to build audiences based on Service Type (e.g. Oil Change, Brakes Inspection). 
    • *This works for all DMS providers except Dealer Track.
    • NOT case sensitive
  • The appointment status pulled from the DMS / CRM include: shown, missed, or upcoming.

Sale (payment details)

• Monthly payment
   
• Down payment 
   
• Term
   
• APR
   
• Price
   
• Risidual
   
• Lease Residual
   
• Payments Remaining
   
• Gross Profit 
  
  
  
   

For those with Equity by Fullpath 

• Equity status data is updated daily (KBB valuation estimates are updated weekly)
• 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.

For those with Data Ups Workflow Management 

Push to CRM Event is a filter which allows the users to filter and target the Shoppers who entered the CRM by manually "pushing" through the Data Ups Opportunities.

 

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.)

• For those with Dynamic Payments Power Up: a selection box to look at Ad Clicks and Emails powered by Dynamic Payments 
  
  .  

Customer Source

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

Fullpath Enrichment

• Enrichment Filters are grouped into:
  • Matched Shoppers and Enabled Shoppers
    • Contact Type Enriched: filters for phone, email, or address enrichment
    • Shopper Type: filters for Verified or Enriched shoppers
    • Multi- Select to view matched leads, matched sales, or both

Custom Data Source

• Urban Science Defection data