Overview
Audience Activation enables Dealers to generate new revenue from existing CRM shoppers by leveraging data, identifying new opportunities, and engaging shoppers with scalable, hyper-personalized, integrated email and SMS communication. The Audience Activation Overview page is where you can view and track performance of Audience Activation campaigns and channels.
Navigation
The Audience Activation overview page is nested in the marketing solutions under the Audience Activation menu item.
https://dashboard.fullpath.com/nurture/overview
- Enter the Fullpath Dashboard
- Navigate to Activation tab (top row navigation)
- Scroll down to Audience Activation > Overview
Data
The data leveraged for Audience Activation comes from several data sources, including the Dealership's CRM, DMS, Dealer Offers, Manufacturer Offers (OEM), the Dealership's Inventory, and of course the Dealership's website data, tracked using the Fullpath code snippet.
Fullpath pulls data from the Dealership CRM / DMS every 24 hours (sometimes more often).
Page Structure
The Overview page has 5 sections including:
- Segment Spotlights
- Aggregate Segment Stats
- Segment Stats Graph
- Email Performance
- SMS Performance (if enabled)
1. Segment Spotlights
Users may choose to view ALL performance metrics or a segment of stats; Sales or Service or Custom campaigns may be viewed separately. Email or SMS channel performance may be viewed separately.
2. Aggregate Stats
The stats displayed include the number of active campaigns, engaged shoppers, activated shoppers, leads, and closed sales during the selected date range. Read more about engagement, activation, and other definitions and terms in the Dashboard.
Important to note: The leads and sales attributed to a campaign are incremental. This is important because it helps understand why the total number of leads and/or sales from all campaigns will NOT equal the total you see on the Overview page (which aggregates all incremental leads and sales).
A shopper may be in multiple campaigns at the same time. They may convert on one campaign but have their vehicle sale tied to another. The campaign performance will reflect this and list the same action twice -- once inside each relevant campaign. This is not to inflate numbers, but rather to show that several campaigns engaged shoppers, converted shoppers, or led to a sale.
| All Stats in the top line overview are clickable - clicks redirect to a pre-filtered list in the CDP audience builder to view a list of Engaged, Active shopper or Leads and Sales influenced by Audience Activation. |
Service Overview
If the account has Service enabled, the overview stats will also include service related data:
- Service ROs (the number of ROs on record in the selected date range)
- Service Gross (the total profit associated with recorded service ROs in the selected date range)
3. Graph
The graph reflects the segment chosen on top in the picker. All metrics are tied to the date range of the page.
When looking at Sales Campaigns - Sales Leads and Closed Sales are displayed; when examining Service campaigns, Service Leads and ROs are displayed.
4. SMS Performance
The SMS Performance highlight block provides high level stats about the SMS performance in the given date range selected at the top of the overview page.
Keep in mind that the number of SMS sent will not always align with the number of credits used. These numbers may differ for two reasons:
- Credits includes replies, either manually or automated, any back and forth with the Shopper via SMS will deplete the month's allotted SMS
- Some SMS may exceed the 160 character limit and overflow into a second SMS message. By design the Fullpath system SMS do not excited 160 characters however custom campaigns may exceed the character limit; in these cases the character count and credits used are clearly labeled in the campaign editor.
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Converted Replies: interest was indicated and an ADF lead was sent into the CRM |
5. Email Performance
The Email Performance highlight block provides high level stats about the Email performance in the given date range selected at the top of the overview page.
Date Range
All data visible on the overview page may be viewed within a selected time frame by clicking on the date range bar in the upper right-hand corner of the page. The default is a 30-day view from the current date.