Offers Across the CDP – Fullpath Help Center

Overview

Offers are a critical Data Integration inside the Fullpath CDP help to engage audiences and boost performance by targeting shoppers with offers on the vehicles they want.

With Website Engagement, the offers module can recommend an offer to a shopper when they are shopping on the Dealer website. Website Engagement can also retarget shoppers who were on the website, and later come back to continue shopping.

With Digital Advertising, offers are seeded into several ad types to engage (or re-engage) shoppers with incentives on the vehicles they're looking for, driving traffic to those VDPs on the dealer website.

With Audience Activation, offers are seeded into personalized emails to inform shoppers of deals and incentives on the vehicles they want in order to re-engage the Shoppers in a transactional conversation with the dealership.

Offers
Offers are, second to inventory, one of the most important data sources Fullpath can leverage. The actual incentives on the vehicles - the pricing, leasing, and financing details are some of the important data to include when creating ads and offers.

We collect Offer data from several different sources:

- - - OEM: The Original Equipment Manufacturer, or the Car Brands, create new incentives each month for their line of vehicles. These incentives are typically distributed to dealerships regionally and represent a portion of the offers which dealerships can then provide to their customers. Fullpath automatically pulls this data from the OEM into the platform, cross referencing the dealership location and zip code to make sure the appropriate offers are utilized, as well as cross referenced with a dealership’s available inventory. Learn more about how the CDP leverages OEM Offers here.
    - Custom: Some dealerships offer specialized incentives on vehicles that are not the typical Lease, Finance, or Cash-back offers we see from the OEMs; The Fullpath CDP supports these custom offers only within Website Engagement.
    - Website: Most dealerships have offer details displayed on their website and embedded on Specials pages. Fullpath offers a free CDP data source called Dealership Offers where users may manually upload these offers each month.
    - Dynamic Payments: Dynamic Payments are a data source that the CDP platform leveraging additional and hyper personalized lending data that can find the best ad-compliant specials and display them on your website and inside Shopper emails while dynamically keeping them up to date 24/7. Dynamic payments can sync between the OEM, Dealership, and financial institutions' rebates, incentives, and residuals to provide the most up-to-date and complete offers on the vehicle you want.

Offers Priority

With so many different offers to leverage there exist a priority and order in which the offers may be served to shoppers:

If the shopper is on the Dealer website, the VDP they are currently on or visited in that session or in a previous session will determine which vehicle offer the shopper is served.

When several offer sources are connected to the CDP, the order of priority is as follows:

Dealer Offers (dealership specials)
Dealership Offers (auto-extracted from the website)
Dynamic Payments (if enabled)
OEM Offers

Within each offer source there exist several types, the priority of which is as follows:

Lease offers
Finance offers
Cash offers
Off MSRP offers

Within each offer type there exist a priority:

Lease offers are organized by lowest monthly payment
Finance offers are organized by lowest monthly payment (if data available) or lowest APR
Cash offers are organized highest to lowest (in terms of the amount of cash)
Off MSRP are organized highest to lowest (in terms of the amount discounted)