The Fullpath Suite at a Glance
Everything starts with the CDP — it's the shared data layer that unifies every shopper into a single profile. Equity and Data Enrichment feed insight into that layer, and Audience Activation draws on it to send the right message to the right shopper at the right time.
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Foundation
CDP
Unifies all shopper data into a single profile via Identity Resolution. The engine everything else runs on. |
Engagement
Audience Activation
Intent-based outreach across Renewal, Sales, Service, and Off-Site VDP. Every conversion pushes a lead to the CRM. |
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Data Layer
Equity
Estimates positive equity (KBB value minus loan balance) to power targeting in Activation and advertising. |
Data Layer
Data Enrichment
Validates, cleans, and adds missing contact and vehicle data to known CDP shoppers. |
The CDP is the throughline. Equity and Data Enrichment enrich the Shopper profile. Audience Activation turns that signal into outreach. Every conversion flows back into CDP reporting and the CRM — better data in, smarter engagement out.
Product Reference
What It DoesUnifies every shopper interaction — website visits, CRM/DMS activity, ad clicks, call tracking — into a single Shopper profile through Identity Resolution.
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Segmentation & Scores
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Campaign Families
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How Sends Work
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What It DoesEstimates positive equity in a shopper's financed vehicle: KBB resale value minus remaining loan balance.
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Key Nuances
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What It DoesValidates, cleans, and enriches shopper records already in the CDP. Only works with known shoppers.
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Two Areas of Value
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CS Field Guide — What to Know Cold
The rules, nuances, and common misconceptions you need to have ready before your first dealer call.
Data Enrichment uses third-party data sourced from Equifax. We don't proactively bring this up in dealer conversations — if a customer directly asks, you can confirm it. Otherwise, default to referencing it as Fullpath's third-party data and AI-powered Identity Resolution.
| Default framing | If a customer directly asks |
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| "Fullpath's third-party data plus AI-powered Identity Resolution." | You can confirm Equifax is the underlying data source. |
Same applies to the propensity-to-buy and financial durability scores — default to calling them "Fullpath scores."
Even though the underlying data is sourced with consent for third-party sharing, an enriched number still requires separate express consent before SMS.
- Enrichment does not count as SMS opt-in
- Enriched contact data currently activates via email only
| Data Hygiene | Data Enrichment |
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| Cleans data the dealer already has — removing duplicates, fixing formatting, validating existing records. | Adds data the dealer is missing — new contact details, vehicle ownership, scores — from an outside source. |
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Loan customers only. Lease equity isn't supported yet — set this expectation early.
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Equity is a data layer, not a lead source. It powers targeting; it doesn't generate leads on its own.
- Lead attribution won't show "Equity" in the CRM. Direct dealers to the Equity Impact Report.
Dealers sometimes question why their shopper counts look lower than expected. The system is conservative by design — it avoids merging dealership employee emails, shared-device users, or contacts that don't cleanly resolve.
"Does it create new shoppers?"
No — Enrichment only works with shoppers already known to the CDP.
"Does it overwrite my existing data?"
No — enrichment is additive. Nothing is deleted. Fullpath's AI decides which data point to use for activation.
"Can I turn off a specific enriched data point?"
Yes — individual enriched data points can be toggled off. Toggling off excludes from activation but doesn't delete.
"Does enriched data push back to my CRM?"
Not automatically — enriched data lives in the Fullpath CDP. An enriched audience can be exported as a CSV if needed.
Knowledge Base Article Index
Help Center articles organized by product and access level. All links open the live article in a new tab.
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Internal Resources
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