CDP: Shopper Page

Overview

The Shopper Page provides a unified customer profile of each Shopper, including marketing interactions with your dealership, website activity, AI-generated insights, vehicle information, and identity resolution details.

This article breaks down the different components of the Shopper Page, which include: Profile Quick View, Suggested Vehicle, and Shopper Profile.

Profile Quick View

The Shopper Profile quick view is located to the left of the Customer Journey timeline. The data displayed here is updated daily, sometimes multiple times per day.

As seen in the image above, this view contains quick-glance information about the shopper, including:

• Name
• Gross Lifetime Value
• Revenue Lifetime Value
• Shopper Segmentation (defined below)
• Distance from Dealership (according to last known address)
• Marketing Engagement Score
• Dealership Loyalty Score
• Financial Durability Score (for customers with Data Enrichment)
• AIM Propensity Score (for customers with Data Enrichment)
• Shopper ID (this is an internal Fullpath reference number)
• Email
• Phone Number
• IP Location / address
• Salesperson (only listed if a vehicle was sold)
• Open in CRM — allows the dealer employee to click and open this opportunity inside their native CRM. Note: this feature is only supported on eLeads, Vinso, OpLogic CRMs (or any CRM which has a URL specific to each customer record).
• Push to CRM — allows the dealer employee to push the Shopper back into the CRM as a new opportunity with a new ADF lead labeled as a "Fullpath | Data Up." (A Fullpath employee may not push to CRM on behalf of the Dealer — the lead will not come through.)
• Reassign Sales Person — allows dealer admins to assign or reassign Sales people.
• Communication Preferences — allows dealer admins to edit shopper communication preferences for email, SMS, and phone.

The shopper may have a +1 (or more) sign or merge tag beneath the name, email, and/or phone number. This indicates that our CDP has identified multiple contact details associated with this particular shopper.

This could happen when shoppers convert using the same number but a different email, when spouses shop together, etc. The Fullpath CDP can detect and merge these entities into one in order to show you the most relevant information about the shopper journey.

Shopper Segmentation

Shopper Segmentation tag options:

• Household: another partner, spouse with same contact details on record (read more on Household tagging and merges).
• Sold Only: Vehicle purchase on record.
• Service Only: Service or RO on record.
• Sold & Service: Both a vehicle purchase and service/RO on record.
• Prospect: A customer in the CRM who has not bought a vehicle or serviced a vehicle. In practice it's usually leads who have not bought/converted.
• Business: Populated by CRM data (business, fleet, work vehicles).
• Cross Shopper: A Shopper who has submitted a lead, purchased a vehicle, or serviced their vehicle at more than one Dealership in a Dealer group. Learn more here.

Marketing Engagement Score

The Marketing Engagement Score is a number which helps dealers understand how engaged a shopper may be. This engagement score enables your sales team to prioritize follow-up, empowers your BDC team to expedite certain processes, and in general gives a better understanding of the potential this entity represents for your dealership. The highest score possible is a 10.

The Marketing Engagement Score is created by looking at several different data points which the CDP collects for every shopper we track. These include (but are not limited to): Ad or Email views, clicks, VDP views, onsite conversions, recency of actions, and several other factors which are each weighted differently and prioritized according to our engagement algorithms.

Dealership Loyalty Score

The Dealership Loyalty Score is a number which helps dealers understand how loyal this Shopper has been to the Dealership. This score enables your teams to prioritize follow-up, empowers your BDC team to expedite certain processes, and in general gives a better understanding of the history this Shopper has with your dealership. The highest score possible is a 10.

The Loyalty Score is created by looking at several different data points which the CDP tracks, including vehicle purchases, service appointments, parts purchases, active leases, booked appointments, recency of purchases, appointments, etc.

Equifax Financial Scoring

There are two pieces of data included in the Profile Quick View for Fullpath customers that have our Data Enrichment power-up enabled: Auto in Market (AIM) Propensity Score and Financial Durability Score. Learn what these mean below:

• Auto in Market (AIM) Propensity Score: Predicting a shopper's likelihood to buy or lease a vehicle soon. The highest score is 10.
• Financial Durability Score: Financial resilience indicator based on spending, credit use, and income. The highest score is 10.

>> Read more about Equifax financial scoring here.

Shopper Communication Preferences

Communication preferences are pulled from the linked CRM and may be adjusted by a Fullpath Dashboard Admin only. These preferences live in the Fullpath CDP and are not pushed back into the Dealer CRM.

Preference Display includes:

• Timestamp of most recently updated contact details.
• Entity who made the last update (CSM, Customer, Dealer profile, etc.)
• Data sources and definitions on the Preferences page:
  • CRM: CRM
  • ADF: leads coming in through ADF
  • DMS: DMS
  • Phone Call Provider: phone call providers (Invoca, CallRevu, Car Wars)
  • National DNC: National Do Not Contact database
  • Shopper Unsubscribed (through Fullpath Activation products)
  • Nurture: Audience Activation
    • Email
    • SMS
  • WE: Website Engagement
    • Email
    • SMS
    • Phone
  • Dealership Manual CDP: (additions made directly in the CDP by Dealer profiles)
    • Custom-uploads: imported/upload external customer lists
    • Cdp-uploads: audience uploads via CDP
    • User-input: CDP manual change toggle on or off

Learn more about communication preferences here.

Suggested Vehicle

For those with the Data Ups power-up enabled, the suggested vehicle section on the right side of the Shopper Page is comprised of two parts: Suggested Vehicle and Vehicle Comparison. Learn more about each below.

Suggested Vehicle

The suggested vehicle section is based on VINs, and it displays a vehicle which the Fullpath algorithm suggests the Shopper may be interested in based on website engagement or CRM activity with a specific VIN. The car details, website image, and link to the VDP along with the listed price are all visible in the suggestion box.

If the specific VIN a Shopper is interested in is not available, or the vehicle is not a good fit, or the Dealership employee would like to see additional suggestions, a View More link shows a list of additional vehicles which may work.

Learn more about vehicle suggestions here.

Vehicle Comparison

Vehicle comparison details are AI-generated and compare the last known vehicle on record/current vehicle on record to a comparable make and model available in the dealership's inventory.

Shopper Profile

The Shopper Profile is organized into tabs. Click any tab below to expand its details.

AI Summary Tab

The AI Summary tab highlights and summarizes the most meaningful pieces of the Shopper story to give the Dealership employee the most relevant and actionable data in one, easy-to-read view. The information is generated from available customer details and AI-based GPT.

 

Timeline Tab

All events and interactions are arranged chronologically and may be opened/expanded to view more details about each interaction type. The timestamps displayed inside the interactions are all displayed in the logged-in user's time zone.

 

 

Timeline Activity Types

Several activity types are listed in the Shopper timeline depending on what integrations and add-ons are active on the account.

Learn more about the Shopper timeline and activities here.

Garage Tab

The Garage tab displays data relating to the vehicles owned/associated (currently or previously) with this shopper, either through purchase, lease, trade-in, service, or form feedback within Audience Activation. Below are the Ownership Categories you may see on this page:

• Primary Currently Owned — The primary, current vehicle for that shopper, based on most recent Sales, Trade-In, Service, or other Enhanced Vehicle Data available in the CDP.
• Owned Vehicles — Vehicles that we know the Shopper owned and there exist no data to indicate a termination event to determine "previously owned."
• Previously Owned — Vehicles that we know the Shopper used to own, but no longer does, due to a termination event (e.g. was bought by another shopper).

 

Note: Admin Users may manually change the ownership status of a vehicle in the dashboard as needed.

 

 

For each vehicle, you can click View more details to expand the information window and view information including Financing Details*, Recall Data, and more.

If relevant for the Shopper and their known vehicle(s), Recall Data provided by the National Highway Traffic Safety Administration (NHTSA) can be viewed in the Garage by clicking "View more details" for that vehicle. Data includes: Date of recall, description of recall, and the NHTSA Recall ID. See example below.

 

 

How do we determine Ownership Status?

 

Indications of Current Ownership

• Sale (the shopper bought this vehicle from the dealer)
• Service (the shopper serviced this vehicle at the dealer)
• 3rd party registration verifications (for customer accounts with Data Enrichment)

Indications of Previous Ownership

• Inventory — the same VIN is now recognized on a different Shopper at the dealership. This could be for reasons including:
  • Trade-in — a Shopper completes a trade-in at the Dealership for the vehicle previously listed as purchased by another dealership customer.
  • Sale — a vehicle sale linked to one shopper is now purchased and linked to another Shopper at the same Dealership.
  • 3rd party registration verifications (for customer accounts with Data Enrichment).
• Shopper Feedback from an AA Service campaign — e.g. "I do not own this vehicle."
• Service — the same vehicle was brought for service by another Shopper.

 

Exceptions to the Service override: A service event by another Shopper does not, on its own, flip a vehicle to "previously owned" for the original Shopper when either of the following applies:

• The Shopper's last recorded event on that vehicle was a Sale within the past year — the recent sale is treated as the stronger signal.
• The service was performed by another individual from the same household (see Household tagging in the Profile Quick View section above) — a spouse or partner servicing the vehicle doesn't reassign ownership away from the original Shopper.

 

Want to enrich Shopper Profiles with more information about vehicle ownership? Read about the Urban Science Integration.

 

* Note: If a vehicle was not purchased at the Dealership, the Financing Details will not appear in the Garage (via "View more details").

Website Activity Tab

The Website Activity tab displays information about the Shopper's interactions on the Dealer website.

 

 

Beneath this section is a list of all vehicles the Shopper has expressed interest in based on behavior tracked on the website. Interest includes a VDP view, a lead submission on a specific VIN, or a Sale.

 

Identity Resolution Tab

The Identity Resolution tab displays information about the customer records pulled from available integrated data sources. These may include records from de-anonymized Website Visitors, CRM, DMS, ADFs, Phone Calls, or Imported Lists.

• Each entity will have a customer card with information pulled from the data source (in some cases it includes the CRM ID so you can easily look up the Shopper).
• This tab also identifies any merges made across entities, the source of the shopper entity, and which rule was used in the merge/why the merge occurred. Merges are made for one of the following reasons:
  • Shared email
  • Shared name and address
  • Shared phone
  • Matched via a Nurture landing page view
  • Manual merge

 

To see a visual mapping of how and why entities were merged, you may click on the View Connections button inside the Identity Resolution tab. 

The view supports a filtered view of connections based on Email, Phone, Address, and/ or web activity when users click on the chips. The corresponding color connection will appear in the map.

 

Click here to learn more about how Identity Resolution works.

 

* Group level will show merges done within each individual store separately. It will not show shopper merges that span across or combine data from multiple stores within the group.

 

Manage Enriched Data

From the Shopper page, users may delete or manage the enriched data available for use and activation inside the CDP. Some dealers prefer to leverage all available data for activation, while others prefer to enable only enriched phone numbers, or enriched emails, or enriched vehicle details, etc.

 

 

 

Note: Enriched data can show one of four statuses, not just enabled/disabled:

• Active: Currently enriched and available for activation.
• Deleted: Removed following updates from the external database. Not used for activation, but the data remains available for review.
• Manually Disabled: Manually removed from enrichment at the dealership's request. Not used for activation, but the data remains available for review.
• Unsubscribed: The account's Data Enrichment has been deactivated entirely. This data is no longer used for activation, and — without real-time enrichment — its continued accuracy can no longer be verified.

 

Learn more about how to manage enriched data here.

 

Deleting Improperly Enriched Shopper Details

Users with Admin permission may delete an identity whose shopper details have been enriched using Fullpath's Data Enrichment but have incorrectly merged or may no longer be relevant.

 

 

 

 

Note: Deleting an identity means the email and phone number associated with the deleted entity will no longer be used for Fullpath activation, including but not limited to receiving email, SMS, or phone outreach.

Conversations Tab

• The Conversations tab provides the Dealership with visibility into any Fullpath Activation Conversations a Shopper has had with an Agent or a Dealer employee. This section leverages Audience Activation Campaign data for those accounts with SMS services enabled, as well as Lead Handling Agent SMS interactions.
• The Conversations tab also enables Dealers to control and configure the AI Reply and Follow Up settings on an individual Shopper level for quick action from within the Shopper page itself.
• The user may also log in (if the Shopper page is locked behind user permissions) and continue the SMS conversation with the recipient right from within the Dashboard.

 

 

Important to Note: The Conversations tab is available without Dashboard log in if the restricted access security feature is disabled. If the restricted access security feature is enabled on the account, users will not be able to view the SMS conversation or continue to send messages to the recipient from within the Dashboard.

Anonymous Shoppers

There may be shoppers who we cannot identify for a number of reasons: perhaps they converted onsite but didn't provide full contact details, or they are shoppers who have taken meaningful actions but who have not identified themselves.

Because the Fullpath CDP tracks every single visitor to your site, you may see a Shopper page with incomplete details; this will update as we learn more about the shopper, or when they convert, or provide updated details in the Shopper page under the Identity Resolution tab.