About this resource
Built on your data, designed for your productivity — this overview walks you through the platform fundamentals you'll need to put Fullpath to work for your dealership.
When scheduling your first training session(s) with the Fullpath Customer Enablement Team, you can expect to cover the topics, themes, and best practices outlined in this guide. This training is designed to cover topics relevant to all roles within the dealership who engage with shoppers, customers, and guests, and who are approved by the dealership to access the Customer Data Platform.
Click any module below to preview its agenda. Each session is delivered live by the Customer Enablement Team and tailored to your role within the dealership.
Section 1 · Access — Accessing Your Customer Data Platform (CDP)
Get logged in, oriented, and pointed at the right part of the platform for your role on day one.
- Navigate to dashboard.fullpath.com to log in to your dashboard
- Confirm log-in credentials
- Bookmark your dashboard for easy future access
- Dashboard Application Selector & Navigation — based on role, we'll determine where you should be spending your time
Section 2 · Data & Profiles — Data Connectivity & Customer Profile Building
See how Fullpath ingests, resolves, and unifies dealership data into a single 360° view of every shopper.
- Navigate and understand how the Fullpath CDP connects to your dealership data sources and maps customer identities
- Review how Fullpath tracks, resolves, and builds shopper profiles
- How Fullpath handles identity resolution and data hygiene with your 1st party data
- Understand the "anonymous shopper" and how they become a known/resolved shopper
- View a shopper profile and understand the benefits of the 360 view
- Review the components of a shopper profile: Timeline, AI Summary, Garage, Activity, Equity, Identity Resolution, Conversations
- Determine what data is available and useful prior to client engagement
Section 3 · Features & Activation — Customer Data Platform (CDP) Features & Usage
Build, subscribe to, and activate audiences across email, SMS, on-site messaging, and digital ads.
- Explore the benefits and capabilities of Audience Builder
- Identify engagement opportunities for Sales & Service shoppers engaging with your digital showroom and marketing activations
- Gain insight into customers reaching a milestone in the ownership experience
- Locate shoppers who have previously purchased, serviced, or converted, and are actively shopping but have not yet become a lead
- Review some of the most popular CDP audiences from Fullpath power users
- Subscribe to your first Dynamic Audience Report — set up daily, weekly, or monthly audiences to be delivered to your inbox
- Gain insight into your current in-stock and recently sold inventory
- Determine which customers in your 1st party data are shopping your VINs: Slow Moving VINs, Low Traffic VINs, High Converting VINs, and Recently Sold
- Create & activate customer campaigns in the Fullpath CDP — learn how to create your own custom audience
- Activate your custom audience via your activation channels: Audience Activation (Email + SMS), Website Engagement (on-site messaging), Digital Advertising (custom ad campaign)
- Locate campaign performance reporting for monitoring and analysis
- Understand how personalized follow-up from your dealership team can move active shoppers to active leads
Common CDP Terminology & Definitions
API (Application Programming Interface) — A set of rules and protocols that allows different software applications to communicate and interact with each other.
Attribution — The process of identifying and assigning credit to specific marketing channels or interactions that lead to a customer's decision to make a purchase.
Behavioral Data — Information gathered from customer interactions (e.g., website clicks, purchases, and social media engagement) that provides insights into user preferences, habits, and behaviors.
Code Snippet — A small region of reusable source code or text that developers can insert into software projects to perform specific functions.
Conversion (Website Conversion) — The act of persuading website visitors to take a specific desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form.
Customer — An individual or entity extracted from the dealership's CRM system, which may include leads, opportunities, and relevant interactions.
Customer Data Platform (CDP) — A comprehensive, centralized system that collects, unifies, and manages customer data from multiple sources to create a single customer view.
Customer Journey — The entire sequence of experiences a customer has with a brand, encompassing all touchpoints from initial awareness through purchase and post-purchase interactions.
Customer Lifetime Value (CLV) — A predictive metric that estimates the total revenue a business can expect from a customer throughout their entire relationship.
Data Enrichment — The practice of enhancing existing customer data by adding additional information from external sources.
Data Governance — A system of policies, standards, and procedures that ensure data quality, security, and compliance across an organization.
Data Integration — The process of combining data from various sources into a unified, coherent dataset.
First-Party Data — Data collected directly from customers through interactions with a company's owned channels, such as websites, mobile apps, and customer surveys.
Identity Resolution — The process by which a CDP aggregates and reconciles various data points to create a singular, cohesive profile of an individual customer.
Marketing Automation — Technology that automates marketing processes and workflows, enabling businesses to streamline tasks such as email campaigns, social media posting, and lead nurturing.
Omni-channel — An integrated approach to customer engagement that provides a seamless experience across multiple channels, including online, offline, and mobile.
Personalization — The practice of customizing content, offers, and communication to fit the individual preferences and behaviors of each customer.
Real-Time Data — Data that is processed and analyzed instantly as it is collected, allowing businesses to respond promptly to customer actions and market changes.
Segmentation — The process of dividing a customer base into distinct groups based on shared characteristics to tailor marketing strategies.
Shopper — A unified profile created by aggregating data from multiple sources to identify individuals interested in purchasing from a dealership.
Third-Party Data — Data collected by external organizations that can be used to enrich first-party data and provide additional insights about customers and market trends.
Unified Customer Profile — A holistic view of a customer that consolidates information from various interactions and sources, providing insights into the customer's complete history and preferences.
Contact Us
Phone: 216-242-1320
Email: support@fullpath.com
Website: www.fullpath.com
Resource Center: Fullpath Help Center