Kelley Blue Book (KBB) Data inside the Fullpath by Cox Platform

Overview

Fullpath integrates Kelley Blue Book® (KBB) and Autotrader data across several products to help your dealership identify trade-in and acquisition opportunities, understand each shopper's equity position, and reach shoppers who are actively researching their vehicle's value. KBB and Autotrader are both Cox Automotive brands, and the integration is enabled per account through your Autotrader/KBB data setting.

How It Works

KBB and Autotrader data reaches Fullpath in three distinct forms. It's worth keeping these separate, since they power very different capabilities:

KBB & Autotrader Data by Product

Website Engagement — Trade-In Tool

The trade-in tool on your Fullpath-powered website uses KBB valuation data to give shoppers an instant, branded estimate of what their current vehicle is worth as a trade-in. A shopper enters their vehicle details — year, make, model, and style, followed by engine, transmission, and drivetrain — along with mileage and vehicle condition. Fullpath then returns a Kelley Blue Book® Trade-In Range for that vehicle.

Shoppers select condition from four standard categories:

After viewing their range, the shopper provides contact details to receive it, which creates a lead for your dealership. If your website uses the KBB Instant Cash Offer (ICO) tool, Fullpath also captures completed ICO submissions as conversions, so those trade-in intenders flow into your shopper data alongside other website activity.

Equity

Equity uses KBB valuation data to value the vehicles your customers already own. For each owned vehicle, Fullpath retrieves a KBB valuation by VIN and stores a set of value ranges, one for each condition category (Fair, Good, Very Good, and Excellent). Your account uses a single KBB valuation condition setting to determine which range is applied by default; when no specific setting is configured, the default is Good.

To calculate a customer's equity position, Fullpath combines the KBB trade-in value of the owned vehicle with payoff and deal information (such as remaining balance and the original deal terms). The result is an estimated equity amount and an equity range, which indicate whether a customer is in a strong position to trade in or upgrade. Higher condition tiers correspond to higher valuations, so the condition setting directly affects the equity figures shown.

CDP — Shopper Page, Filters, and Audiences

KBB valuation data is available throughout the CDP so you can find and prioritize shoppers based on the value of the vehicle they own. The following KBB-derived fields appear on shopper records, in filters, and in audience exports. In the dashboard and in export files these fields are presented under Equity labels:

These fields can be used to build dynamic audiences and to surface ready-made audiences such as positive-equity shoppers. KBB-based fields are included when you export shoppers, so the valuation data travels with your lists into other tools.

The CDP also recognizes offsite shopping activity on the KBB.com and Autotrader.com marketplaces, which are part of the Cox Automotive ecosystem. When a known shopper views vehicles on those sites, that activity is matched to their Fullpath profile and surfaced in two places:

• Shopper Profile. The website activity view separates activity on your own dealership website from Cox ecosystem activity on Autotrader and KBB, and the timeline calls out offsite conversions, activity, and page views, including marketplace vehicle-detail-page (VDP) views.
• Audience Builder. Offsite marketplace activity is available as filters, so you can build audiences of shoppers based on what they view across Autotrader and KBB.

Two offsite VDP-view filters are available in the Audience Builder:

Together, these give you visibility into shopping behavior that takes place beyond your own website, so you can identify in-market shoppers and time your outreach accordingly.

Audience Activation

Audience Activation puts KBB data to work in your email and SMS campaigns in three ways:

• Equity-based audiences. Audiences built in the CDP using KBB valuation and equity data — for example, shoppers with positive equity — can be activated directly into email and SMS campaigns, so you can reach the right trade-in and upgrade candidates with relevant messaging.
• Trade-in / vehicle-acquisition link. Your dealership's vehicle-acquisition page (the trade-in or KBB Instant Cash Offer landing page configured for your account) is available as a merge field in campaign content, so trade-in calls to action can link shoppers straight to the right tool.
• Offsite activity campaigns. When shoppers view vehicles on the KBB.com or Autotrader.com marketplaces, Audience Activation can build audiences from that offsite activity and engage them through dedicated email and SMS campaign templates — reaching in-market shoppers based on behavior that happens outside your website.

Digital Advertising

In Digital Advertising, KBB is used as an advertising context rather than as valuation data. Trade-in and research-oriented ad groups target shoppers who are researching their vehicle's value, using trade-in keywords (such as "trade in," "trade in appraisal," and "car valuation") together with placements on KBB.com and other automotive research sites like Autotrader.com, Carfax, Cars.com, and TrueCar. This puts your dealership in front of shoppers at the moment they are evaluating a trade or a purchase. No individual vehicle valuation data is used in this targeting.

Summary: KBB Data by Product

Availability

KBB and Autotrader data is enabled per account through your Autotrader/KBB data setting, and the KBB valuation condition used by Equity and the CDP is configurable at the account level. The depth of offsite marketplace data available on your account depends on your Autotrader/KBB listings subscription; questions about your subscription should be directed to your Autotrader/KBB representative.

Valuation figures are estimates provided by Kelley Blue Book and can vary based on region, vehicle, condition, and other factors. If you would like to confirm which KBB-powered capabilities are active on your account or adjust your valuation condition setting, contact your Fullpath representative.

Shopper Data Visibility by Subscription Tier

The depth of shopper visibility described throughout this article depends on whether the dealership holds an active Autotrader/KBB listings subscription.

Specific subscription and eligibility questions should be directed to the dealership's Autotrader/KBB representative.

Learn More

• CDP Group & Shopper
• Attribution Dashboard