Overview
Fullpath's Audience Activation supports several types of campaigns that each engage different customer types across the shopper and re-engagement funnel. These campaigns engage around both Sales and Service related offers, incentives, and reminders.
Campaign Types
We currently support 14 campaign types with several others in research and production:
- Lease Renewal
- Finance Renewal
- Cash Renewal
- Non-Buyers
- VDP Visitors
- Price Drop
- Vehicle Acquisition
- Newly Listed Inventory
- Pre-Order
- Service-to-Sale
- Service Retention
- Service Activation - Buyers and Non-buyers
- Intro to Service
- Equity (paid powerup)
- General
Campaign Sub-types
Some campaigns are labeled as Hot, Warm, or Cold. These labels are applied for two reasons: 1) to indicate priority and 2) to indicate send frequency.
For example, if someone is eligible to be in an audience for multiple campaigns, Hot campaigns are given priority over Cold. Additionally, Hot campaigns indicate frequency; for example someone whose lease is about to end in 3 months (Hot) may receive emails more often than someone whose lease will end in two years (Cold). The inverse of these is true for Cold.
Delivery Frequency
Clicking into each campaign row will take you to the campaign specific performance page where, along with the performance stats of that specific campaign, you will be able to see exactly what is the cadence of emails sent in that campaign. For example, eligible Shoppers will receive a Vehicle Acquisition (cash) campaign email every 30 days.
Vehicles in Emails
Audience Activation looks at several factors when deciding which vehicles and offers to send to Shoppers in emails. The Vehicle of Interest is typically determined by Shopper intent, actions they've taken which indicate what they are or are not interested in and shopping for.
These intent signals may be gathered from data available inside the dealership CRM, DMS, or marketing activity including: ads clicked, emails opened, pages viewed onsite or forms converted on; the decision engine also takes into account similar offers or car models to gauge interest or provide alternatives if an exact fit is not available.
The following rules of thumb may be helpful to keep in mind:
If we know the last purchased vehicle - AA will never send vehicle which is an older year
If we know the last viewed vehicle - AA will may offer vehicles starting at 3 years from the vehicle model viewed (if the last lead submitted is on a 2020 vehicle, AA may offer a vehicle from 2017 to 2019)
- If we know the last vehicle upon which they submitted a lead - AA will may offer vehicles starting at 3 years from the vehicle model converted on (if the last lead submitted is on a 2020 vehicle, AA may offer a vehicle from 2017 to 2099)
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If we know the last serviced vehicle year - AA will never send an offer on a vehicle which is older than the known vehicle of record