Integration: Urban Science

Chaya David
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Fullpath Integration with Urban Science

The Urban Science Integration is enables Fullpath to enrich its customer profiles through Urban Science’s unrivaled defection (lost sales) data – updated daily – allowing dealers to identify customers who made new, or certified preowned (CPO), vehicle purchases at same- and competitive-brand dealerships each day.

 

What Does the Integration Do?

The Urban Science Integration provides us with information about shoppers who have defected, meaning they are no longer the owner of a purchased vehicle. Integrating with Urban Science adds their data in two places:

  1. in the CDP Audience Builder where filters may be created using the defection data
  2. In the Shopper Page with details visible in the Shopper Timeline

Additionally once the integration is up and running, all defected clients will automatically be added to the ‘Not in Market’ group for 12 months.

 

 

Eligibility

  1. Dealers must have CDP Pro to activate this Integration.
  2. Dealers must have Urban Science active accounts for us to connect with
    • Dealers must have TrafficView and SalesAlert within Urban Science account configurations enabled

 

 

Activation Steps

  1. Enter the Fullpath Dashboard
  2. Navigate to Data (top bar navigation)
  3. Scroll down to Integrations hub > other
  4. Search for "Urban Science"
  5. Insert Point of Contact details > this will open a support ticket and our team will process your integration with 2 business days.

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What dealers will see in their CDP:

  • Defection data will appear in the shopper timeline & filters
  • Dealers will have the ability to use the filters to launch custom campaigns targeted at service for defected sales (found in “custom data source” -> “urban science defection”). 
    • These need to be created based on the dealer (not automated)
  • Defected shoppers will be removed from in-market audiences for 12 months

 

Audience Builder Filter: 

  1. Go to Audience Builder 
  2. Click Add Filter > Include > Custom Data Source Event
  3. Source = Urban Science Defection
  4. Defection Type = select from preset dropdown list
  5. Provide Date Range or Time Period
     



 




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Shopper Timeline: 

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Defection Type List: (As they appear in the dashboard)

  • SalesAlert: Comp Dealer Sale - Comp OEM
  • SalesAlert: Comp Dealer Sale - Same Brand
  • SalesAlert: Comp Dealer Sale - Same OEM
  • SalesAlert: Group Sale - Comp OEM
  • SalesAlert: Group Sale - Same Brand
  • SalesAlert: Group Sale - Same OEM
  • SalesAlert: Sold here and at Competitor

 

Expanded Definitions

  • Comp Dealer Sale - Comp OEM = the customer purchased from any OEM other than the OEM of the dealer client. (Ex. bought from a Nissan dealership when the dealer client is a Ford store.)

  • Comp Dealer Sale - Same Brand = the customer purchased from a same brand dealership. (Ex. bought from another Ford dealership when the dealer client is a Ford store.)

  • Comp Dealer Sale - Same OEM = the customer purchased from the same OEM but different brand. (Ex. bought from a Lincoln dealership when the dealer client is a Ford store.)

  • Group Sale - Same OEM = the customer defected from the dealership; however, they purchased from a dealership within the same Dealer Group (ie. Sister Store).

  • Sold here and at Competitor = the customer purchased multiple vehicles, at least one at the dealership and one at a competitive dealership.

     

     

 

How Can Urban Science Defection Data be Used?

  • Sales process refinement: Managers can analyze the data to see where the sales process is breaking down, such as losing online leads after the first contact or missing key follow-ups.
     
  • Targeted training: By looking at defection data for individual salespeople, managers can deliver more precise coaching on specific skill gaps.
     
  • Marketing optimization: Dealers can use the data to remove leads that have already purchased from their active campaigns and refocus advertising spend on prospects who are still in the market.
     
  • Customer engagement: It allows for more relevant communication, such as sending service reminders to customers who bought elsewhere, fostering long-term loyalty.
     
  • Lead source analysis: By combining defection data with lead conversion data, dealerships can see the true performance of different lead sources and reallocate resources accordingly.