Fullpath brings your dealership's shopper data together and turns it into timely, relevant outreach. This article explains the four core products in the Fullpath suite, how they work together, and answers the questions dealers ask most often.
Overview
Everything starts with the Customer Data Platform (CDP), the shared data layer that unifies every shopper into a single profile. Equity and Data Enrichment add insight to those profiles, and Audience Activation uses that insight to send the right message to the right shopper at the right time.
| Product | Role | What It Does |
|---|---|---|
| CDP | Foundation | Unifies all shopper data into a single profile through Identity Resolution. The engine everything else runs on. |
| Audience Activation | Engagement | Intent-based outreach across Renewal, Sales, Service, and Off-Site VDP campaigns. Every conversion sends a lead to your CRM. |
| Equity | Data Layer | Estimates positive equity (KBB value minus loan balance) to power targeting in Audience Activation and advertising. |
| Data Enrichment | Data Layer | Validates, cleans, and adds missing contact and vehicle data to shoppers already in your CDP. |
CDP — Customer Data Platform
The CDP unifies every shopper interaction, including website visits, CRM and DMS activity, ad clicks, and call tracking, into a single Shopper profile through Identity Resolution.
What's in a Shopper Profile
- Quick-view scores and lifetime value
- Suggested vehicle
- Filterable activity timeline
- Garage and ownership history
- SMS conversation tab
Segmentation and Scores
- Tags: Household, Sold Only, Service Only, Prospect, and Cross Shopper
- Marketing Engagement Score
- Dealership Loyalty Score
Audience Builder
Build audiences with AND/OR/NOT logic across all of your data sources. Audiences can be saved, activated, exported, or shared, and time-based filters keep them dynamic.
Audience Activation
Audience Activation sends intent-based outreach to your shoppers. Rather than blasting your whole database, it reaches each shopper based on their activity and where they are in the ownership lifecycle.
Campaign Families
| Campaign Family | Focus |
|---|---|
| Renewal | Lease, finance, and cash customers |
| Sales | Non-buyers, VDP visitors, price drops, and more |
| Service | Service lifecycle outreach |
| Off-Site VDP | Shoppers who viewed vehicle detail pages off your site |
How Sends Work
- Sends are triggered by shopper intent, not scheduled blasts.
- New leads receive a grace period before outreach begins.
- Shoppers who purchase enter a post-purchase suppression window.
- Every landing page conversion sends a lead to your CRM.
Settings You Can Customize
Audience Activation comes with recommended defaults that you can adjust to fit your dealership:
- Minimum days between sends
- Lead engagement windows
- Vehicle condition filters
Attribution
Audience Activation uses a 90-day click-through attribution window, anchored to the shopper's most recent meaningful engagement: a send, open, click, or positive SMS reply. The window resets each time the shopper re-engages.
Equity
Equity estimates the positive equity in a shopper's financed vehicle by subtracting the remaining loan balance from the vehicle's KBB resale value. Knowing which shoppers are in a positive equity position helps you reach them with the right trade-in or upgrade message.
Where Equity Is Used
- Dedicated campaigns and landing pages in Audience Activation
- Equity-positive digital advertising bundles
- Audience filters in the CDP
- The Equity Impact Report
Data Enrichment
Data Enrichment validates, cleans, and enriches the shopper records already in your CDP using Fullpath's third-party data and AI-powered Identity Resolution. It works only with shoppers already known to your CDP.
Record Status
| Status | Meaning |
|---|---|
| Verified | Existing information has been confirmed as accurate. |
| Enriched | New details have been added to the record. |
| Enabled | A previously unreachable shopper is now contactable. |
Two Areas of Value
- Contact enrichment: more of your shoppers become reachable.
- Vehicle and garage enrichment: more precise lifecycle messaging.
Fullpath Scores
Enriched profiles also include two additional Fullpath scores: a propensity-to-buy score and a financial durability score.
Data Hygiene vs. Data Enrichment
| Data Hygiene | Data Enrichment |
|---|---|
| Cleans data you already have: removing duplicates, fixing formatting, and validating existing records. | Adds data you're missing: new contact details, vehicle ownership, and scores from an outside source. |
Frequently Asked Questions
Why does my shopper count look lower than I expected?
Identity Resolution is conservative by design. It avoids merging dealership employee emails, shared-device users, and contacts that don't cleanly resolve. This keeps your shopper profiles clean and accurate rather than over-merged.
Does Data Enrichment create new shoppers?
No. Data Enrichment only works with shoppers already known to your CDP.
Does Data Enrichment overwrite my existing data?
No. Enrichment is additive, and nothing is deleted. Fullpath's AI determines 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 a data point off excludes it from activation but does not delete it.
Does enriched data push back to my CRM?
Not automatically. Enriched data lives in your Fullpath CDP. If needed, you can export an enriched audience as a CSV.
Can I text shoppers using enriched phone numbers?
No. Enrichment does not count as SMS opt-in, and enriched numbers require separate express consent before any SMS is sent. Enriched contact data is activated through email only.
Does Equity work for lease customers?
Equity currently supports loan customers only. Lease equity is not currently supported.
Why don't I see "Equity" as a lead source in my CRM?
Equity is a data layer that powers targeting, not a lead source on its own. To see how Equity contributes to your results, use the Equity Impact Report.
How long does Audience Activation attribute a sale to a campaign?
Audience Activation uses a 90-day click-through window, anchored to the shopper's most recent meaningful engagement (send, open, click, or positive SMS reply). The window resets whenever the shopper re-engages.
Dealer Resources
Live training sessions to help your team get up and running with Fullpath.
Enablement Webinars for New Customers
See the list of available training webinars and register for the sessions that fit your team.
AMP Migration Webinar
If your dealership is moving from AMP to Audience Activation, join a live migration webinar to learn what's changing and how to get the most out of the transition.
Article Index by Product
Help Center articles for each product in the Fullpath suite. All links open the article in a new tab.